The search signals GroupM’s resolution to turn Maxus into what regional COO Mark Patterson describes as a “large-scale, credible network”. The agency has not had a regional head since CVL Srinivas resigned in September 2006 after just six months in the job.
Patterson remarked that it is not essential that the ideal candidate have a background as a media specialist. “It’s not about media pedigree, it’s about the individual,” he said. “We need a charismatic leader with broad industry skills.”
The Asia-Pacific network will be flexible, Patterson added, explaining that it will adapt its operating style to different markets and act as a strong connecting force within the larger network. “Whoever comes in will have a golden opportunity to build a new, vibrant, exciting business.”.
GroupM is already in talks with potential suitors for the roles.
Patterson said although the network’s hubs were in Hong Kong and Singapore, the base of the two roles would depend on the appointed individuals themselves.
