Chong was formerly managing partner and head of account management at BBH Singapore, where she worked since 2006. David Mayo, chief executive of Bates CHI & Partners, described Chong as part of “a new breed of Asian leaders who know exactly how to navigate the complexities of the modern marketing environment”.
Chong said that the agency had made good progress over the past year and that she was inspired by Mayo’s “relentless energy” and ambition.
Chong has more than 15 years’ experience, having also served at Ogilvy as business development director for Singapore. She has worked with clients such as Google, Vaseline and Gillette.
The search for a new Singapore head has been a priority for Bates CHI & Partners. Kuegler’s stint at the agency was short; she joined last April from Ogilvy. Chong’s appointment follows that of Arvind Srivastava as head of planning and strategy. Srivastava replaced Mark Sinnock, who returned to the UK last year to take up a position with M&C Saatchi. The agency is currently searching for a regional ECD.
Chong’s new role at Bates CHI & Partners will take effect in April.