Asia-Pacific chairman Charles Wigley (pictured) explained that with Singapore growing in importance as a regional hub for principal clients Diageo, Unilever and Levi’s, the Tokyo office would be scaling down to a core account management and planning group, while retaining its client portfolio of Unilever’s Axe, Levi’s, and Perfetti Van Melle. According to Wigley, creative work on the accounts will be sourced from a combination of the Singapore hub and freelancers within Japan.
As BBH Singapore assumes greater responsibility for Southeast Asia and Asia-Pacific as a whole, the network is due to establish a South Asia hub in Mumbai in the last quarter of this year. Wigley was unable to comment on the office’s prospective management, though he confirmed that it would function under BBH’s triumvirate model and operate on a similar scale to those in Singapore and Shanghai.
