VMLY&R Asia announces new leadership positions and business structure

VMLY&R has announced a business reorganisation which has resulted in several movements in its regional leadership team.

The agency intends sharply focusing on six key practices: brand stewardship, advisory, commerce, content and media innovation, data and insights, and finally experience and technology.

Preethi Sanjeevi

The brand stewardship practice will be led by Preethi Sanjeevi who recently became managing director of Singapore. Sanjeevi was previously managing director of content and campaigns at VML South East Asia and India.

According to VMLY&R, the brand stewardship practice involves moving beyond just communication to “work closely with clients to co-create not just a brand, but also impact its surrounding ecosystem.”

Oliver Eriksson

The advisory practice will be led by Oliver Eriksson who is now managing director of advisory services. He was previously head of global advisory VML South East Asia and India.

According to VMLY&R, this offering “helps clients to bring structure to the unstructured business problems they may face in the connected age” and “ranges from running innovation programmes to advising on marketing technologies.”

Yi-Chung Tay

Yi-Chung Tay moves from Shanghai to Singapore as co-CEO, VMLY&R Asia to lead the commerce arm of the business, centred on driving revenue for brands and building loyalty. Nicholas Pan, formerly managing director of strategy and intelligence is now managing director, strategy and commerce. Sujay Kar is group director of eCommerce for South East Asia and India.

Camellia Tan

The content and media innovation practice will be helmed by Camellia Tan who is managing director of strategic growth, with a mandate to expand into platform partnerships and explore untapped avenues of growth for clients.

Hari Ramanathan

Data and insights will be led by chief strategy officer and chief transformation officer Hari Ramanathan and VP of insights Rajeev Lochan.

According to VMLY&R, the practice will focus on “leveraging expanded data capabilities that drive measurable business growth” and “using insights to discover the true state of business, map the white spaces and derive predictive growth opportunities.”

Donald Lim

Donald Lim will lead the experience design and technology practice as regional head of experience design. The CX focused practice aims to “engineer digital solutions to deliver value to customers” according to VMLY&R.

Speaking of these changes, VMLY&R co-CEO Trupti Lochan said:By honing-in on these new growth pillars, we are creating the most relevant and contemporary agency offering in the market today.  We are now in a strong position to help our clients to build connected brands, futureproofing their business.

“By aligning our business to the changing needs of our clients, these appointments put the right talent where they should be, standing us in good stead to continue our strong growth strategy in the region.”




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