Matthew Miller
May 11, 2017

MullenLowe to direct Vietnam operations from Singapore

Singapore CEO Shannon Cullum adds the country to his remit in an "exciting restructuring".

Ho Chi Mihn City
Ho Chi Mihn City

MullenLowe has announced it will move leadership of its Vietnam operations to Singapore under Singapore CEO Shannon Cullum, as Michel Borelli departs as Vietnam CEO after six years.

A spokesperson said MullenLowe Vietnam is "proceeding with business as usual, [and] there no plans to change the nature of the office." The agency is exploring some hires for the office in the near future, but has no plans for new leadership in the country.

"We are committed to the Vietnam market and excited about what we can deliver for our clients there," Cullum said in a release. "I look forward to leading this exciting restructuring that leverages the best we have in our operations in Singapore and Vietnam."

Shannon Cullum

Joseph George, regional president for South and Southeast Asia for MullenLowe Group, said the move is about rethinking traditional structures and "leveraging our strengths".

The agency pointed to its decision in April to move regional leadership for Unilever's Rexona and Signal brands from Bangkok to Singapore as further evidence of this philosophy.

Borelli said he had been discussing moving on for some time, and asserted that the changes will be good for the agency's people in Vietnam, his successor and clients.

Related Articles

Just Published

1 hour ago

Samsung upcycles handsets to support fight against ...

Live feeds will be streamed from the Balule Nature Reserve in South Africa.

2 hours ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.

11 hours ago

Visa names new APAC head of marketing

Danielle Jin will take over the position left open by the promotion of Frederique Covington Corbett to a global role.

14 hours ago

Initiative's Amy Armstrong elevated to global CEO, ...

Baxter will serve as chair of Initiative before taking up a new leadership role at IPG focused on "transforming and elevating" other areas of the group's portfolio.