Current TBWA Singapore CEO, Johan Fourie, will leave in March to be the head of TBWA\G1 in Europe, based in Paris, responsible for Nissan and Pernod Ricard.
The joint CEOs are further supported by the appointment of four managing partners, Robin Nayak and Nirmalo Wilkes from TBWA and Dan Paris and Jane Hastings from Tequila, to create a group that shares in all strategic, financial and creative issues, including hiring, investment, training, internal processes, IT support or the creative product.
There will be "one office, one management, one finance director, one team and one mission", said Barry.
Although Barry and Brett have worked together closely to provide complete through-the-line solutions over the past few years for clients such as M1, Chivas Regal, Mars, BMW and Sentosa, true integration will make a difference in approaching the client as a single team with no individual agenda, and in providing totally compatible systems and processes, according to Barry.
Keith Smith, TBWA Asia-Pacific regional chairman, said: "Our TBWA/Tequila model in the Asia-Pacific region is to have closely integrated agencies that are able to offer clients true media-neutral solutions. We have been doing this in start-up agencies such as Sydney from the beginning and now we are endeavouring to ensure that our more mature offices are doing exactly the same."
He added: "When we moved Johan Fourie to Paris we were excited about the opportunity to create a truly integrated structure in Singapore.
"Phil, Justin and the management team have worked with us for many years so we have real continuity in our key Singapore hub."