Publicis' media team led by Starcom has held the SGD $80 million account since 2018. GroupM and OMD were among those vying for it during the most recent review.
Handling the challenge of integrating her team into Starcom with finesse and grace, Macdonald has shown her ability in facilitating transformation, marking her out as one of the industry's most promising emerging leaders.
Dubbed Abacus, the tool will eventually save about 12,000 hours of account exec admin time, according to the company.
She was formerly CEO of PHD in China.
The food and drinks giant is reviewing its agency roster as it looks to cut marketing costs and consolidate its portfolio.
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