Rosenkranz, who spent 20 years at Grey before departing in February this year, considered remaining in the advertising industry, but felt the time was right for a complete change of scenery.
"When I left Grey, I started to talk to other agencies and realised it was the same stuff I'd been doing for 30 years -would it be a challenge for me?" asked Rosenkranz. "I think I accomplished everything I set out to accomplish in advertising. This is a way I can do something new."
As CEO of STG, Rosenkranz will run the Hong Kong-based company's Singapore operations, which revolve around providing consulting and corporate strategy services to clients at the CEO and senior managerial levels.
"I've been advising clients my whole life and in recent years I've been dealing more with CEOs and discussing some of the bigger issues, not only in advertising and communications," Rosenkranz said.
Rosenkranz will focus on MNCs, and large Singapore and Thai corporates, before expanding his attention to the rest of Southeast Asia. STG's Hong Kong office counts Lane Crawford, The Peninsula Group and Philips among its clients.
"The biggest issue in Southeast Asia is how do companies compete with China," Rosenkranz said.
"What we have is knowledge of how to create corporate strategies, to help CEOs and senior management create their own solutions to problems."
