Lion & Lion CEO Fredrik Gumpel announces new business model

Malaysia-based digital agency Lion & Lion has announced a realigned corporate structure and business model to focus on three key areas: strategy, creative and media. Increased investments including bringing in more specialists and senior industry experts is expected as a part of the change

The changes have been initiated by its new CEO Fredrik Gumpel. Formerly the chief commercial officer at the agency, Gumpel got a wider mandate following the exit of former CEO Casper Andersen.

The announcement: 

Award-winning, integrated digital marketing agency Lion & Lion announces a realignment of its corporate structure to further strengthen its position as an industry leader and employer of choice – one of the first major tasks its newly minted CEO Fredrik Gumpel is tackling. 

Under his direction and a newly formed leadership team, the company’s business model will reinforce the agency’s position, capabilities and services and streamline its business focus to three core service areas; namely Strategy, Creative, and Media. A new way of working is being rolled out, which will significantly reinforce Lion & Lion’s strategic and creative offerings in the market. 

“We will fundamentally change our business model to focus on areas where we believe we can create the best value for our partners. This aligns with our company’s mission to help our partners with not only strategic but also impactful digital marketing by creating an organisation where both the growth of the people and partners are given importance for mutual success,” Gumpel says. 

He further added that Lion & Lion will increase its investment in the three identified core areas by bringing onboard more specialists and senior industry experts. For services which are not categorised into the core teams, Lion & Lion will join forces with a carefully selected network of local and international partners and specialists who have a proven track record. 

In a more competitive landscape, change is necessary to drive higher growth and performance. Lion & Lion still believes in operating as one company across markets and the benefits derived from sharing skills and knowledge. Newly developed centralised expert teams will strengthen cross-functional collaboration while other Centre of Excellence resources will be moved into the local branches to get closer to clients that will be more suited for local market needs.

Gumpel adds, “We have decided to create a team focused solely around strengthening our company culture and becoming a better place to work. We believe that the growth of our partners and our people complement each other. At the end of the day, we are a people business, so attracting, developing and retaining people who want to do their best work is essential to future-proof our company”.  

Gumpel was promoted as the CEO in July 2019 and was previously responsible for driving the company’s overall growth agenda. He brings more than 10 years of vast experience in strategic development, commercial growth and execution, as well as a global perspective from working in Europe, US and Asia.

Source: Lion & Lion press release


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