Shaw's Asia-Pacific remit is to be split up following his departure, with Tim Broadbent taking on the regional planning director position, while Paul Matheson is moving from Singapore to Hong Kong to assume a new regional planning director role dedicated to Ogilvy & Mather Advertising.
Matheson, former planning director for Southeast Asia, will continue to lead planning on the Coca-Cola account, which will remain his single largest responsibility.
His SEA duties will pass to Gavin McDonald, a former Strawberry Frog executive who had been freelancing for Ogilvy in Singapore.
Broadbent, meanwhile, will continue to spend about half his time on his current ROI brief as recently-appointed regional effectiveness director, while also managing planning for non-advertising areas such as direct and digital as well as disciplines starting to use planning for the first time, such as public relations and activation.
Other areas of responsibility include industry initiatives, awards, tools and training, a key area as outside of North Asia the appetite for planning across the region is intensifying, according to Ogilvy's regional chairman Miles Young. "The key issue is there aren't enough people to satisfy demand," he said.
