MullenLowe has revealed that it would transfer the leadership of its Vietnam operations to MullenLowe Singapore CEO Shannon Cullum (pictured), as Vietnam CEO Michel Borelli exits. This is after a tenure of six years.
This follows a move in its regional leadership for client Unilever’s Rexona and Signal brands from Bangkok, Thailand, to Singapore in April this year.
According to Joseph George, regional president, South & Southeast Asia, MullenLowe Group, the focus of MullenLowe Singapore will be on seamlessly delivering global and regional ideas, an operation the agency sees as the “gateway to Asia Pacific”. It would hence rethink traditional regional structures by leveraging its strengths within the region, along with being more vested in these markets, George added.
“Borelli has been a fantastic leader and a very close colleague. We were fortunate enough to have him lead this agency in a very important market for us. His commitment was evident even as we were charting out the way forward in the new structure,” George said.
“We are committed to the Vietnam market and excited about what we can deliver for our clients there. I look forward to leading this exciting re-structuring that leverages the best we have in our operations in Singapore and Vietnam so as to deliver brilliant and market leading locally relevant work,” Cullum said.
“After nearly six years in my current role, I have been discussing for some time the possibility of moving on with our regional leadership team, so that when these changes are made they will be good for everyone: for our people in Vietnam, for my successor and most importantly for our clients,” Borelli said.