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Tim Cheng

Grey Group Singapore names new chief creative officer

Grey Group Singapore has appointed Tim Cheng as chief creative officer for the Singapore market. He will report to Subbaraju Alluri, area director and CEO, Singapore and Thailand.

In a statement to Marketing, Grey clarified that he is not a replacement for Ali Shabaz, who held the chief creative officer of Grey Group Southeast Asia. Shabaz was moved to the Dubai office in February and now holds the CCO for the Middle East office.

According to Grey Group Singapore, Cheng will set the creative direction and vision, and accelerate the digital transformation of the agency. He joins from DDB China Group and Tribal Worldwide China, where he was the chief creative officer for the last four years. He also has over 20 years of experience.

During his time at DDB, Cheng transformed the network’s creative process following a global realignment initiative, restructured the creative teams, attracted fresh talent, and upgraded digital capabilities. This won new blue chip accounts including Hennessy, Qualcomm, Pepsi China, and Fonterra, among others.

Prior to DDB China Group, Tim worked in two separate executive creative director stints at DDB Beijing and Tribal DDB Beijing from 2012 to 2013 and Tribal DDB Hong Kong and DDB Group from 2009 to 2012.

At DDB Beijing and Tribal DDB Beijing, he led the team to secure clients such as Volkswagen, Audi, Skoda, Jetstar, Acer, and HP to the agency’s roster. Meanwhile, at Tribal DDB Hong Kong/DDB Group, he worked with names such as McDonalds, Intel, Phillips, Manulife, and Pfizer.

“Cheng is a well-respected professional and his work has consistently pushed the boundaries of creativity. I look forward to working closely with him, and am confident that he will take our creative capabilities and output to the next level,” Alluri said.

“I am delighted to come onboard, and look forward to fostering a culture of creative excellence, especially as the network celebrates its 100th year anniversary this year. Here’s to more famously effective work ahead,” Cheng said.

Earlier this year, Grey Group appointed Mans Tesch as chief strategy officer for Grey Group APAC, Marthinus Strydom as global creative leader, Team GSK at Grey Group Singapore, and Neil Cotton, who took on the dual role as global strategy director for GSK and chief strategy officer for Grey Group Singapore.

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