New MD for 72andSunny Singapore as agency looks for more account wins in Asia

Creative shop 72andSunny Singapore has announced that Bassam Abdel-Rahman is to be the agency’s managing director from September onwards and more hires are also in the pipeline, Mumbrella has been told. 

Travel-loving Abdel-Rahman is coming to Asia (photo credit: Melina Gkiolva)

He had spent the last two years as the agency’s global group brand director, based at the Amsterdam office.

There Abdel-Rahman worked with clients such as Adidas and Samsung, before taking a two-month sabbatical to travel across South America in order to write a blog about the experience.

Most recently, he worked with the Amsterdam team on the 2018 Adidas World Cup campaign ‘Creativity is the Answer’.

In Singapore, he will work alongside executive creative director Johnny Tan and director of talent and operations Chiew Ling Tan. Abdel-Rahman will report directly to partner Chris Kay.

“It’s incredibly exciting to have someone as well-rounded and driven as Bass to be on the team, 72andSunny runs in his blood,” said Tan.

Tan is happy that 72andSunny is adding ‘firepower’ to the operation

“He’ll help us build a super distinctive culture and help add firepower to our work.”

Prior to 72andSunny – which says its agency name is a “statement of optimism” based on the temperature where the company is headquartered in California – Abdel-Rahman spent 10 years working for the likes of BBH Asia-Pacific, London, Media Arts Lab London and Los Angeles, and TBWA London. During that decade he worked with prominent brands including Nike, Google, British Airways, Apple and PlayStation.

“When the opportunity came up to join 72andSunny Singapore, it was probably one of the first genuine no-brainers in my life,” said Abdel-Rahman.

“I get to come back to one of the most diverse and culturally rich regions in the world and work every day with some of the most talented people in the game.

“I’m extremely excited by what the team has already built in just a few short months and looking forward to developing impactful ideas with bold partners and have some fun in the process.”

Abdel-Rahman is the latest in a recent spate of hires since the Singapore office opened at the end of last year.

Nicole Lee also joined as brand director, arriving from BBH Singapore, and Rachel Woolley became strategy director – having previously worked as a freelancer for 72andSunny Amsterdam.

The agency has already won accounts for Love Bonito, Danone and Aptamil since opening its doors in Asia. It also launched the Adidas World Cup campaign in China.

Part of the MDC Partners holding company 72andSunny has offices in Los Angeles, Singapore, Amsterdam, New York and Sydney.


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