According to M&C Saatchi Asia CEO Chris Jaques, Sunshine is the latest example of M&C’s aim to focus on “high-growth, high-margin markets, where a smaller company can be a big player”. It will, he added, focus on regional clients out of Hong Kong and Singapore, and aim at growing brands via brand strategy. He pointed out that the offering would not conflict with sister company The Distillery, which focuses more on local brands in Malaysia.
Campbell takes on the role of managing partner reporting to Jaques. “He is the best strategy guy I’ve ever worked with in my life,” noted Jaques.
Campbell, for his part, said: “I’m glad to be back in Asia with a company that has a point to prove. We will be the home for the ambitious, not just in terms of financial goals but in terms of what their brand should mean to people, culture and society.”
Prior to joining Y&R in early 2006, Campbell headed his own company Cynic in Australia.