Singapore wins as Kraft shifts AP hub

Kraft is shifting its regional headquarters from Melbourne to Singapore, with the marketing function expected to make the transition in January 2005. "Kraft decided to move its Asia-Pacific head office... to be centrally located in order to facilitate growth opportunities and support developing markets; to reduce the travel demands on staff and to reduce the comparatively high travel and other business costs of being based in Melbourne," said corporate affairs director Jonathan Atwood. The move follows similar shifts by Unilever's home and personal care business from India, as well as Cadbury from Australia. J.Walter Thompson -- which handles business for all three clients -- has responded to the shifts by announcing a raft of staff changes. Elaine Low has resigned her position as managing director of JWT Singapore and Malaysia, effective the end of December. In Singapore, she will be replaced by Angus Fraser. Fraser joins from his own consultancy in the UK -- 42 Brand Development Consultant -- and also oversaw Ogilvy & Mather's Indonesia office from 1996 to 1998. In Malaysia, Neal Estavillo has been promoted to MD from client service director. Meanwhile, Mike Cox has been appointed regional management director on Unilever Foods, also out of Singapore, and Aparna Guruprasad joins the agency from Lowe as brand communications director, overseeing HSBC and Kraft, among others. "It's amazing, because I really had the option of basing myself in any of the Southeast Asia locations and I chose Singapore," said JWT area director for Asia-Pacific south, Patrick Pitcher. "It really feels like Singapore is on a big roll."