Matthew Miller
Jan 14, 2013

Waggener Edstrom hires Zaheer Nooruddin to lead regional digital strategy

ASIA-PACIFIC - Waggener Edstrom Worldwider has hired Zaheer Nooruddin, formerly regional lead digital strategist at Burson-Marsteller, as vice-president and APAC regional digital strategies lead.

Zaheer Nooruddin
Zaheer Nooruddin

He will report to Matthew Lackie, senior vice president and APAC lead. Prior to his APAC role, Nooruddin was Burson-Marsteller’s director and lead digital strategist for Greater China. He has also held senior positions in digital marketing at Edelman Worldwide, OgilvyOne, BBDO/Proximity Worldwide and Wunderman. 

He takes over the role from Nathan Misner, who has relocated back to the US.

Based in Singapore, Nooruddin will lead WE Studio D across the region. WE Studio D is the agency's digital services brand, which includes analysts, strategists, designers, writers, editors, technologists and video producers. The group has developed award-winning campaigns for clients such as 7-Eleven, CSL, Pernod-Ricard, the Singapore Health Promotion Board and Zuji, according to the agency.

Despite the similar title, the nature of the role is very different from one he left at Burson-Marsteller, Nooruddin told Campaign Asia-Pacific. "Waggener is an agency I've admired for a long time, and I think everyone knows how well and how smartly they've invested over the past several years in terms of digital and integrated communications," he said. "It's an opportunity to do some amazing work, and I think the independence of Waggener is a key selling point for talent such as myself." 

The move was a "no-brainer" given that Waggener is "best positioned in the region, and possibly globally, in terms of walking the walk in integrated communications", he added.
Lackie praised Nooruddin's "entrepreneurship, strong background as a digital pioneer and strategist, and geographical experience" as well as his ability to "translate digital trends into actionable marketing and communications strategies that drive business outcomes".

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