MullenLowe Singapore CEO Shannon Cullum (pictured) will be leaving the agency. Marketing understands this is to take on the chief marketing officer role at JET8, a locally-started social and mobile engagement company. Cullum took on the role last year, handling both the Singapore and Vietnam markets.
In a conversation with Marketing, Cullum confirmed that he will be joining JET8 as global CMO, a role currently held by co-founder Mike Allen, who will focus on expansion plans. Based in Singapore, he will be reporting to JET8’s company founders. This comes as the company looks to expand into Middle East Africa, India, Latin America, to name a few. JET8 currently operates in Southeast Asia, and works with clients such as Unilever, P&G, Nestle, and The Coca-Cola company.
Marketing has reached out to MullenLowe Group for comment.
During his time at MullenLowe, Cullum was responsible for managing the agency’s operations in Singapore. This was with a remit to drive growth, foster a “superlative creative and effectiveness” culture and future ready the business. He took on the leadership of MullenLowe Vietnam in May this year following the exit of then-CEO Michel Borelli. This followed a move in its regional leadership for client Unilever’s Rexona and Signal brands from Bangkok, Thailand, to Singapore in April this year.
Before MullenLowe, Cullum was Singapore and Malaysia CEO for Saatchi & Saatchi. He spent six years in Asia Pacific with Saatchi & Saatchi working across China, India, Indonesia, Malaysia, Thailand and the Philippines. Following a five-year stint in Russia as CEO, Cullum returned to Asia to head up Singapore and Malaysia, replacing Paul Roebick in 2013.
Cullum has over 20 years of experience holding senior positions in Canada, the US, Europe and Asia Pacific, while living in cities such as Toronto, Chicago, Jakarta, Shanghai, Bangkok, Moscow and Singapore. He has worked with giant multinationals, and tiny creative boutiques, and brands that include Procter & Gamble, The Coca-Cola Company, Google, Toyota, Levis, Mondelez, Danone, Uniqlo, Air Asia, Mead Johnson and FWD Insurance.
Most recently, MullenLowe Group appointed Vincent Digonnet as its APAC CEO in August, taking over duties in the South and Southeast Asia region from Joseph George, who left after 26 years with MullenLowe Group. Digonnet joined MullenLowe Group in March this year and was tasked with leading the MullenLowe Profero digital transformation business in Asia. He also took on the role of MullenLowe Group North Asia CEO, restructuring the network’s offering in China and Japan. It also appointed Kanika Mathur as Asia Pacific chief operating officer for Unilever.
In Malaysia, the group appointed former Saatchi & Saatchi Malaysia CEO Adrian Sng as its new managing director. Sng replaced former managing director Mazuin Zin, who took on the MD role at Edelman Malaysia.