Starcom's digital arm, Starcom IP, which lost business director Mark Newton to Qais Consulting in February, will see Lee Yew Leong, Benjamin Yeow and Ian Loon leave the company.
Pushkar Sane, Starcom IP's North Asia director, who was promoted to GM, Asia, this month, said departures are part of a "natural fall out as the unit evolves".
Meanwhile, the media network is shifting away from its traditional media leanings to a model that embraces the 'consumer attention economy'. The revamp aims to position Starcom as an agency that looks beyond traditional media measures such as brand awareness and likeability, and towards 'consumer intent'.
New diversified services will be rolled out across Asia, with Starcom's India office as the lead model.
Other staffers, including Procter & Gamble business directors Sapna Nemani and Dylan Lee, are also believed to have resigned, but their departures are not thought to be linked to the agency revamp.
A replacement for Jaswin-der Kaur, CEO of Starcom Singapore who resigned in February (Media, 6 March), is due to be announced shortly. A replacement for Mark Newton is also imminent.
See Opinion 1, page 17
