Commenting on his move from Saatchi & Saatchi X, where he was the regional strategy and creative planning director Asia Pacific for the past year, Roy said “I feel that Project: WorldWide is 'future-ready', and I want to be a part of that.” The agency is a network of wholly owned, independent offices that work together for global clients. Its philosophy is to build on consumer experience rather than just exposure. Roy’s creative and strategic backgrounds in agencies across Asia fit into that aim.
"Roy Kunal brings a unique and well-rounded perspective to our growing Shopper Marketing group in APAC,” said Mike Amour, the company’s Asia Pacific, CEO. “His track record in innovation and ability to work within situations that require high levels of collaboration make him an ideal addition.”
Roy will report to Michael Tan, who joined the agency as managing director of shopper marketing in February.
Speaking further on the firm’s APAC strategy Amour explained that Roy is the second pillar in a wider regional strategy. The firm started its shopper marketing division about a year ago in the US under the brand name, Shoptology. Whether that name will extend to Asia remains to be seen but he made clear that the company is committed to shopper marketing in Asia.
“We will be bringing digital, data and social into the physical store experience,” Amour said. He also highlighted that while China is the agency’s fastest growing market, Tan and Roy’s roles are regional, and Project: Worldwide would move to build the core team around them. As far as future growth the company is still looking at both organic and acquisition options.
Tan, who also came from Saatchi & Saatchi X, said he believes Roy is “an innovative, creative thinker, with a passion and determination to push the proverbial needle in business".
In his role at Project: WorldWide, Roy will lead insights and strategy from Guangzhou, China, as well as oversee execution for clients, collaborating with retailers and partner agencies.
Before working at Saatchi & Saatchi X Roy also had stints with Ogilvy Worldwide in India, and BBDO and TBWA in Sri Lanka. He’s won both effectiveness and creative awards while working on a range of multinational brand accounts including IBM, Coca-Cola, Dove, Gillette, Levi's, Fonterra, UNICEF, Visa, Honda, and Standard Chartered.