Former Pepsi marketer Ben Tuff appointed as UM APAC chief product officer

Media agency UM has appointed Ben Tuff, a marketer with both client and agency-side experience, as its Asia-Pacific chief product officer – to be based in Singapore. He previously worked for eight years at WPP and before the completed 14 years with PepsiCo.

The announcement:

UM, the strategic media agency within IPG Mediabrands, has today announced the appointment of Ben Tuff to the newly created role of Chief Product Officer, UM APAC.

A strategic marketing leader with more than 22 years’ experience, across multiple categories including FMCG, Travel, Luxury and Retail in the UK and across APAC including Greater China, Tuff has worked both client side (fourteen years in PepsiCo businesses) and agency (eight years in WPP and Omnicom).

Former global marketing advisor at Fanfare Global, and managing partner at MEC Singapore & Global Solutions, Tuff has a track record of creating growth driving solutions. In his new role as Chief Product Officer, UM APAC Tuff will be overseeing UM research, analytics, and decision sciences to drive the delivery of Better Science, an integral component of UM’s core proposition of Better Science, Better Art, Better Outcomes.

Tuff said of his appointment, “I am hugely excited to be joining UM and be leading the Better Science component of the UM offer across the APAC region in partnership with the market leads and product officers.

Intelligent connection of data to drive meaningful client business solutions has always been a passion, and UM deliver this in the demonstrated investment in the frameworks, tools and platforms required. At the same time UM has been able to keep the approach incredibly real and human by building a culture of Science to drive Art through the business that ensures the Outcomes are practical and deliverable.

Working with Kasper and the talent across the APAC markets I am thrilled to be playing my part in enabling UM deliver the outcomes our clients need to adapt to, leverage and grow within the ever changing media landscape.”  

Kasper Aakerlund, President UM APAC commented, “The creation of this role is a clear indication of our focus on the continual development and delivery of effective precision marketing. I look forward to working hand in hand with Ben to drive the growth and delivery of UM’s product, performance and reputation across the region.”

Tuff will be based in the UM regional headquarters in Singapore. He will report to Kasper Aakerlund and his appointment is effective immediately.


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