MullenLowe Group has integrated its operations in Singapore, Malaysia and Hong Kong to create MullenLowe Group Southeast Asia. The hyperbundled agency will unite the MullenLowe creative communications business with MullenLowe Profero’s renowned digital expertise, MullenLowe Mediahub media planning, and the newly acquired corporate PR capability of MullenLowe Salt, across the three markets.
The launch of MullenLowe Group Southeast Asia is the latest step in the building out of MullenLowe Group’s hyperbundled model across Asia, and follows on from the creation of MullenLowe Group China, MullenLowe Group Japan and MullenLowe Group Greater Mekong over the last six months.
The new hyperbundled agency will be led by Paul Soon, CEO, MullenLowe Group SEA; now a 150-person organisation across three offices in Singapore, Malaysia and Hong Kong. Mr Soon brings 18 years of leadership experience in the Singapore market and in Asia, having previously been CEO APAC for POSSIBLE. Mr Soon pioneered integrated marketing in Singapore by setting up ADinc.com (Advertising and Digital) in 2000, which was subsequently bought out by AKQA. He then joined XM Asia where he held leadership positions for 9 years, becoming APAC CEO in 2011 where he successfully grew a single market agency into one that is now present in Malaysia, Thailand, Vietnam, Indonesia and Hong Kong as MIRUM. Mr Soon’s new role starts in mid-March, reporting to Vincent Digonnet, CEO MullenLowe Group APAC.
“MullenLowe Group offers clients world-class capabilities across the full communications spectrum and the entire consumer journey. Singapore and Hong Kong are small domestic markets but huge market places, harbouring the headquarters of all major multinational corporations looking to develop their presence in the rest of Asia. As a starting point, it is very important to acknowledge the world-class creativity, recognized year after year in all major awards shows, coming out of our Singapore operation. At the same time it is crucial to build top level consulting capabilities, bringing together creativity in communication as well as in business transformation based on consumer insights, innovative media, technology, design, CX, UX, social, CRM and analytics — combined in a seamless model that builds brands and helps transform experiences. Paul has the experience, the drive and a deep understanding of both brand building and business transformation, making him the ideal person to lead the charge. I am delighted to see him join our team at MullenLowe Group for this exciting new journey,” noted Vincent Digonnet, MullenLowe Group APAC CEO.
Mr Soon commented, “MullenLowe Group exists in essence to give our clients an unfair share of attention. I love that challenger mind-set and the entrepreneurial spirit that goes with it. Culture is a huge part of why I am attracted to MullenLowe Group. I look forward to working with Vincent and the regional leadership team to be the best version of ourselves over the years. Having built businesses from the ground up and led operations in the context of large groups, I look forward to combining both in joining a global boutique like MullenLowe Group.”
Adrian Sng, Managing Director of MullenLowe Malaysia will report to Mr Soon, and Radhe Vaswani, currently Managing Director of MullenLowe Profero Southeast Asia based in Singapore will move to Hong Kong where she will take the newly created position of COO Global Clients for MullenLowe Profero, driving Global engagements, most particularly for Harley Davidson, HSBC and Peninsula, and strengthening the global footprint of MullenLowe Profero from Asia. Ms Vaswani will continue to report to Vincent Digonnet in her new role.