VMLY&R today unveiled a complete restructuring of its organisation that it says will deliver a more integrated and streamlined offering to clients.
The new structure sees the agency reorganise its talent and resources under six pillars:
- Brand stewardship
- Content and media innovation
- Data and insights
- Experience and technology
Brand stewardship will be led by Preethi Sanjeevi, who was recently promoted to Singapore managing director. Oliver Eriksson will oversee advisory as managing director, encompassing innovation programmes and advising on marketing technology.
The commerce unit will focus on driving brand loyalty and revenue, in the hands of Yi-Chung Tay, co-CEO of VMLY&R Asia. In addition, Nick Pan has been appointed managing director, strategy and commerce, and Sujay Kar group director for ecommerce, SEA and India.
Working closely with commerce, the content and media innovation division will be headed up by Camellia Tan as managing director, strategic growth. Data and insights will focus on expanding VMLY&R’s data capabilities, under the leadership of Hari Ramanathan, chief strategy officer and chief transformation officer, and Rajeev Lochan, who has become vice president, insights.
Finally, experience design and technology will handle consumer experience. Donald Lim, regional head of experience design, will lead the team.
“By honing-in on these new growth pillars, we are creating the most relevant and contemporary agency offering in the market today,” said Tripti Lochan, co-CEO of VMLY&R Asia.
“By aligning our business to the changing needs of our clients, these appointments put the right talent where they should be, standing us in good stead to continue our strong growth strategy in the region.”