Kuala Lumpur-based Orr has been placed in charge of Grey's entire Procter & Gamble creative portfolio. "Improving our creative product and profile is really high on our agenda, as is improving our strategic offering," said Mike Amour, who took over as Grey's regional chairman and chief executive officer early this year. Orr, who shared regional responsibilities with Rob Dow until his retirement in December 2002, will now handle P&G's creative duties in China and Northeast Asia on top of his existing Australia, Asean and India commitments. Prior to Orr's arrival, Grey's in-market creative teams handled P&G in China and Northeast Asia.
"We really needed more firepower. It's a large region and it's tough for one person to do it single-handedly," Amour added. "Jeff has a holistic view of our creative resources which he can bring to bear on the two other P&G markets."
McCracken is expected to remain in his Auckland base until year-end in his regional role, which started on April 1.
"Todd is an inspirational leader and a highly-applauded talent. Clients love him. He has the credentials and talent to raise Grey's creative game and establish Asia-Pacific as a key engine of creativity for Grey globally," said Amour.
Grey, meanwhile, will split the Malaysia/Singapore creative remit in the hunt for a successor to Tay Guan Hin, the ECD who left this month to join JWT Southeast Asia. "Malaysia is a big operation and we have decided to have one person to provide more focus on Malaysia," said Nirvik Singh, Southeast Asia president and South India chairman.