Anderson will be based in Singapore, reporting to Lynne Anne Davis, Fleishman-Hillard Asia-Pacific president.
Anderson told Campaign Asia-Pacific that he will focus on growing the agency's internal digital capabilities as well as working with clients. He will lead strategic engagements "across multiple work streams and business lines, with a focus on solutions with the power to shift market dynamics, transform client business and generate significant long-term value," according to the company.
Anderson will work closely with Jon Chin, who is responsible for driving social media capabilities and services across Southeast Asia; Riitu Chugh, head of digital in India; and James Hacking, who heads BlueCurrent Hong Kong.
According to FH, Anderson's role is slightly different from that of Napoleon Biggs, who left his post as senior vice-president, digital integration recently to join Hong Kong-based digital outfit Gravitas.
Anderson has two decades of media and digital experience, including 12 years in Asia. At ESPN Star Sports, he was responsible for driving integrated programmes across ESPN’s online, mobile, social and broadband network platforms. Prior to that, he led Turner Entertainment Networks Asia’s online ad sales and games business, directed sales and marketing for CNN’s online travel property CNNGo and managed online marketing and communications for the South China Morning Post.
“Our community of digital experts will expand rapidly as we deepen our integrated communications and full-service digital and global social services,” said Davis. “As we advance our insights and strategy capabilities, our social engagement, digital marketing, mobile and creative specialties will continue their accelerated growth in the region.”