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."
