Patroids undergoes restructuring

• Patroids restructures management
• Makes new appointments
• Undergoes company rebranding

Regional - Integrated marketing communication agency Patroids has restructured its senior management and is rebranding to shift away from its ‘digital agency' perception.

The senior management team now consists of four veterans in their respective areas of expertise - namely integrated planning, interactive and digital, creative, and marketing communication & PR. 

It will be responsible for the strategic development of integrated marketing communication (IMC) programmes, with each director leading the relevant teams in-house.

The new structure sees the appointment of chief operating officer Jack Riggs - previously Y&R Asia's director of integrated marketing communication.  He was based in Shanghai so far, spearheading the development Y&R China's IMC strategy and services and will continue to remain there to develop the China practice for Patroids.

Karen Flynn has moved into the managing director's role, with a mandate to establish best practice policies at Patroids, grow the agency, and position it to attract ‘best of breed' talents. 

According to a statement, Patroids is also "currently on the lookout for innovative word smiths and designers."

Oh Yong Hwee, the agency's founding partner, will focus his skills in the interactive and digital space. James Keng Lim, regional creative director and partner, will continue to manage its growing team of designers and copy writers.

At present, the company's branding is undergoing a major face-lift to "embody the new image for Patroids and shift old mindsets away from its digital agency perception."  The Patroids website is also tightly under wraps and it is expected that the rebranding exercise will be fully unveiled at the end of November.

"We are putting established skill sets in place to show clients that we have grown up quite a lot.  While we wholeheartedly embrace our digital heritage, we are offering the market a team where creativity meets logic, and there is no better way to approach truly effective integrated communication these days," Flynn said.

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