The Brand Union looks to double growth in Singapore and China

In an exclusive interview with Media, Couldrey, who took over from Neil Hudspeth, said that the agency is increasingly focused on operations in Singapore, Hong Kong and China. 

"We are looking to double our revenues in our Singapore Hub office and China operations. Southeast Asia is more like a country, with Singapore like a capital, so we have an excellent team here, which can work on accounts remotely for Southeast Asian countries.”

A few months back The Brand Union set up shop in Indonesia and is looking to open an office in Malaysia. The agency is currently searching for the right candidates to head the office.

Couldrey elaborated that even though there will be teams on the ground in its offices throughout the region, the strategic creative input will come from Brand Union's hub office for Southeast Asia.

TBU appointed Ismael Ibnoulouafi to the role of CEO for its Singapore hub in November, which oversees Indonesia and Malaysia. TBU's local hub team includes creative director Dave Holland, senior client services director Graham Hitchmough and associate design director Sem Loh.

“The flexibility of the network has been improved by recession. It makes sense for agencies to work out of their regional hubs.”

Couldrey hired creative director William Woduscheggs for TBU Shanghai soon after his appointment. Woduscheggs was formerly with Landor in Japan.

Moving forward, a main focus for Brand Union will its growth in countries including Thailand, where he retains his role as a chairman, Vietnam and the Philippines.