Superson Singapore appoints former Visa and BBC marketers as client partners

Shi Ho

Anne Karumo

Specialist agency Superson has brought on board Anne Karumo and Shi Ho as client partners for Asia-Pacific. Anne Karumo moves from Visa where she was senior director of marketing. She has previously worked for Texas Instruments, PR agency Cognito and Liquid Group. She will be in charge of the agency’s fintech and sustainability practice.

Shi Ho was most recently head of marketing for Asia-Pacific at BBC Studios. She has previously worked for R/GA, BBDO Proximity and Nokia. Her responsibilities include disruptive technology, consumer products and entertainment.   

The announcement:

Specialist agency Superson announced the appointment of Anne Karumo and Shi Ho as client partners for the Asia Pacific region, based in Singapore.

In Superson’s specialist model, client partners are former senior marketers, with experience working side-by-side with CMOs and CEOs, helping innovative companies achieve their business results with the help of future-focused independent talent.

Anne Karumo is responsible for building out Superson’s fintech and sustainability expertise. Prior to joining Superson, Anne was Senior Director for Marketing at Visa, in charge of partnerships in Asia Pacific. She brings deep experience working with fintech companies both on client and agency side, including Bloomberg, Wall Street Systems, Cognito and OANDA, across various markets in APAC, Europe, Africa and the Middle East.

Shi Ho is responsible for building Superson’s disruptive technology, consumer products and entertainment arms. She was the APAC Head of Marketing at BBC Studios, looking after 11 markets and over 50 clients. She has led teams in creative agencies including BBDO and R/GA, and worked with companies including P&G, Unilever and Visa. She was with Nokia prior, in entertainment and music marketing roles in Singapore, Helsinki and London.

“We see ourselves as the architects of creative collaboration, working with disruptive companies building services that stretch the boundaries of digital and physical,” says Anne Karumo.

“With the help of technology, societies can develop solutions like carbon and plastic off-setting, sustainable investing, financial inclusion, and digital farming to solve major environmental and social challenges. This requires the expertise that can’t be found in most traditional agencies. Our network of independent specialists work side by side with the innovators to create an impact for a sustainable future.”

Since its launch in Singapore in May 2019, Superson has proven that Asian market is quick to embrace and adopt new ways of creative collaboration. Its clients include Wärtsilä, focusing on the IntelliTug project and smart marine technology, Google and Unilever CLEAR Haircare.

Shi Ho said, “Clients come to us because they know we won’t feed them yet another agency solution. We can’t. There are so many dynamics at play. Firstly, marketing teams need to rapidly adapt to customer dynamics and technologies that are constantly evolving, while trying to build brand experiences that last.

Secondly, as ex-marketeers we recognize the realities of doing business in this current age – budgets are shrinking and sales targets are climbing.  Thirdly, there is a growing need for skill sets that everyone is still trying to figure out – data, analysis, its application, and how to crack programmatic and AI for more growth. Superson’s specialist model means when we curate a team, top creative and tech talent are in the room with our clients to tackle a business problem with an audience-first approach.”

Antti Toivonen, Managing Partner of Superson Singapore, said “We are thrilled to add such heavy-hitting marketers, both Anne and Shi, in our global client partner team. Senior client experience is what makes Superson different. Together with our specialist model we are nimble and can respond to unique challenges CMOs face today, way beyond the usual agency toolkit.

Superson was born from questioning the relevance of conventional agency practices and this approach has proven to give marketers the results they need, both in the Nordics and now also in APAC. We are already working across several markets in the region and are looking to expand further.”

Superson press release


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