FYI

DDB Group Singapore makes raft of leadership changes

DDB Group Singapore has shaken up its leadership team including the appointment of Tribal Worldwide Asia and Singapore head Jeff Cheong as deputy president.

The reshuffle has also seen the appointment of a deputy CEO, experience director and head of business transformation.

The announcement:

DDB Group Singapore has made senior hires and new senior appointments to strengthen its Singapore leadership team. The new structure, which promotes the next generation of management leaders, will serve to grow its suite of advanced solutions in digital platforms, data-led CRM, mobile research and content marketing.

Michael Lung joins as Head of Business Transformation, focusing on service innovation, digital business transformation and change management solutions. Formerly Digital Strategist at Deloitte Digital, Michael was the key project lead on EDB responsible for envisioning the future work experience.

Pierre Croft joins the agency as Experience Director, leading the UX team to design customer experience integrating with the rest of TX speciality. With 12 years of designing customer-centric experience, Pierre has worked from specialist UX agency Amaze in London and most recently Deloitte Digital. He specialises in process redesign, service design, digital platform and product design and worked on brands like Unilever, Toyota, Microsoft, L’oréal and Thames Water.

Jeff Cheong will assume the role of Deputy President, DDB Group Singapore, in addition to his current role as Head of Tribal Worldwide Asia and Singapore. Melvin Kuek will assume the role of Deputy CEO, DDB Group Singapore.

In addition, the agency group has also promoted Leslie Goh to Chief Project Officer, DDB Group and Chief Operating Officer for Tribal Worldwide Asia and Singapore; and Joshua Lee to Chief Business Officer, DDB Group and Managing Director, Tribal Worldwide Singapore.

In his new appointment as deputy president, Jeff has the strategic goal to develop future-ready specialised solutions including digital tech consulting, agile consumer research, data solutions, behavioural science, social commerce and brand consultancy, adding dynamism and innovative impact to the work. Melvin, as deputy CEO, will manage key client accounts and day-to-day operations for the agency group, while also managing the charge for new business growth.

“DDB believes in grooming our best and brightest talent – we are all practitioners. This is a very well-deserved growth chapter for Jeff and Melvin to play to their strengths and uplift the DDB Group. Jeff has the passion and ingenuity while Melvin has the grit and gift – they have what it takes to lead this agency. We have also promoted Joshua Lee to Chief Business Officer and Leslie Goh as Chief Project Officer. Together, they have built DDB, they have proven their mettle, now we want them to do greater things ahead for our clients,” said Neil Johnson, Creative Chairman of DDB Group Singapore.

Leslie is tasked to upskill the agency in digital consulting solutions, improve agile process models and head up Tribal’s technologist and project management team, including Equator. As Chief Operating Officer for Tribal in Singapore and Asia, she will oversee regional projects across China, Hong Kong and South-east Asia. In his newly appointed roles, Joshua will drive the expanding repertoire of DDB Group solutions including T-Divisions, TX, Behavioural Science and Research to key clients. He will focus on cross-disciplinary services and oversee the business teams.

“We’re obsessed about marketing results for our clients. It’s about creating long-term marketing growth and assets. And we’re very encouraged by the results achieved in digital,
data, e-commerce, social content and especially with our agile integrated Flex model. DDB in 2018 is more agile and effective than we were in 2015. Our clients want better, smarter and a proven way to achieve great marketing results. We must keep learning, stay humble and do better,” commented David Tang, CEO of DDB Asia.

This announcement follows the recent launch of Tribal Worldwide Asia’s suite of solutions, Total ExperienceTM (TX). Designed to help clients innovate and thrive in the experience economy, TX offers specialised and integrated solutions led by best-in-class practitioners and partners across the network in Europe and Asia.

Source: DDB press release

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