The move was announced by global chief executive officer Patrick Smith, who said the agency has demonstrated a strong understanding of the needs of businesses and governments throughout the Asia Pacific region, thereby spearheading significant advancement of new thinking, new value to clients and new ways of working.
“This includes being first to market with crowd-sourcing and customer centricity practices as well as our predictive processes and foresight tools,” he added.
Reiter has the energy, intelligence and creativity needed to drive this new mindset, he continued.
The appointment marks the first representative from Asia in the company's global board. Reiter will continue to be based in Singapore, with responsibility for product and service development, regional corporate strategy, investment and talent management, and global advocacy for the Southeast Asia corridor, China and Australia.
“Not only there is a shift in terms of economy from the West to Asia, but also creative thinking,” Reiter told Campaign Asia-Pacific. “We achieve intellectual properties that have not been done before and not inherited from the headquarters, and we will continue to pioneer robust engagement tools in Asia.”
The Asia office is the first to launch a crowdsourcing practice, and has since worked with clients such as Singapore Police Force as part of their brand-building strategy.
Reiter joined FutureBrand as executive director, before taking on the responsibilities of chief executive officer Southeast Asia. Fluent in Bahasa Indonesia, she was previously the deputy chief of staff at the Office of the Premier of Victoria Australia, and director marketing and public affairs at ASX-listed Transurban CityLink.