The new unit, which will be headed by VP strategic marketing, Asia, Rob Burr (pictured), will focus on integrating strategic marketing tools with the product development and management process.
RSMG will focus on five specific areas: brand, customer database, consumer insights, product management and innovation and marketing best practices.
Burr also revealed that Alex Daniel, former TBWA regional planner for customer relationship marketing has joined as assistant VP of consumer insights, along with SMG management consultant Alan Davies, who was most recently regional head of campaign and database management with AXA.
Both will be based in Hong Kong and will report to Burr.
