"We are relaunching, for want of a better word, our Singapore operation," said Chris Leong, president of Grey Global Group SEA. "Our strength currently is global business and large local business -- we are focusing on the missing link of large regional business with decisions made out of Singapore."
The news of Mulholland's appointment, following a 10-year tenure with Nokia, is expected to fuel speculation regarding the status of Bates Asia as the telco's regional AOR. "Nokia, as a client, needs to know it has a strong agency partner," said Leong. "We are building our resources to make sure we are ready for whatever hits us."
Grey's Singapore reshuffle will also see the relocation of Leong to Singapore from Kuala Lumpur in two months' time, and the appointment of a new regional ECD, Tan Guay Hin. Leong said the relaunch follows "a couple of bumpy roads, with unsuccessful joint-ventures that didn't take off" in Singapore.
Grey hires Nokia veteran to aid in S'pore relaunch
Grey Global Group has hired former Nokia regional marketing director Phil Mulholland as it relaunches its Singapore operation. Mulholland, who assumes the role of senior vice-president, has been charged with driving new business acquisition in the Southeast Asian region.