Emily Tan
Jul 10, 2013

Ben Heyhoe Flint to leave OMG's Fuse to helm own initiative

SINGAPORE - Ben Heyhoe Flint will be leaving his role as Asia-Pacific head of Fuse, Omnicom Media Group's branded entertainment and sponsorship arm in August, to run his own venture, Asia Sponsorship News (ASN).

Ben Heyhoe Flint
Ben Heyhoe Flint

Based on its website, ASN is a regional research firm focusing on news and insights on the sponsorship and branded entertainment industry in Asia. In operation since 2007, ASN also offers professional services to rights holders, media owners, marketing agencies and federations. 

Flint has over 15 years experience in branded entertainment and sponsorship and has headed Fuse in Asia-Pacific since 2010. Prior to that he was managing director of Podium Asia, a sponsorship consultancy he founded in 2004. 

It is understood that a replacement for Flint has been chosen by OMG and will be announced soon.

Recently, Helen Walker was named head of Fuse Sydney, replacing Joanne Liddell whose "new role would be announced in the coming days". 

A spokesperson for OMD, however, has denied the possibility that Liddell will be taking over from Flint. 

Update: Campaign Asia-Pacific has been informed that Flint will continue to head OMG's Fuse till August. The story has been revised accordingly. 

Update (17 July): Omnicom Media Group has announced that it will merge Fuse with its "ideation hothouse" Ignition Factory under the Fuse brand. Fuse will be led by Jeremy Paul, previously managing partner of Ignition Factory. 

Commenting on the merger of two units, Paul told Campaign Asia-Pacific OMG has created a unified offer in owned and earned platforms that can fully integrate with paid media to create a seamless dialogue throughout the consumer journey.

"The ideas across owned and earned platforms should amplify the brand idea by encouraging people to internalise it, adopt it and pass it on," he said. "Great brands ask little of people but give a big benefit back to those who do engage. Key to this is not being a brand control-freak; relax, let people internalise and play with the brand to fit it into their lives. It’s not only your brand, it’s their lives: find your great idea in the overlap between the two.

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