JWT building up Singapore as SEA creative hub

SINGAPORE: J. Walter Thompson has restructured its creative function to make Singapore a regional hub for its multinational clients, principally Unilever. The move will see other offices in Southeast Asia use Singapore as a creative centre. But according to JWT's Asia-Pacific chief operating officer Kevin Ramsey, it will also have implications further afield, positioning the office as an international hub on a much bigger scale. "It's going to be a hub for regional work and for global work," he said. "We think we've got such a high creative standard there - high enough to do something like this." JWT is strengthening the office's creative function with the appointment of joint creative directors. Andrew Spurgeon takes the role of Southeast Asian creative director, while Norman Tan is executive creative director. The office is still headed by general manager Elaine Low. Ramsey said Unilever was the main driving force behind the move, but that it would also affect other multinational clients, such Shell. "Even though everyone talks about genuinely regional advertising, no one actually does it," he said. "We believe we're in a position to actually do it."

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