OMG hires new lead to head Fuse

Omnicom Media Group (OMG), Asia Pacific has appointed Anathea Ruys to lead Fuse, its branded content, sponsorship and ideation unit that services clients within the network and its brands, OMD, PHD and M2M. The new appointment is effective mid-July and Ruys will be reporting to Cheuk Chiang, APAC CEO, Omnicom Media Group.Fuse specialises in strategy and building brand assets in owned and earned platforms and integrating these with paid media. Ruys will succeed Jeremy Paul, who is departing the organisation to pursue other opportunities.Ruys joins Omnicom Media Group from Mindshare Melbourne, where she is currently serving as the managing director. Prior to Mindshare, she was the managing director at Clemenger Harvie Edge, Melbourne. Ruys has also served a ten year stint at Spark Activate, where she grew the agency from a small boutique PR agency into one of New Zealand's leading activation agencies.Chiang said: “The evolution in engagement means that the onus is on building compelling consumer experiences and delivering them in engaging ways. Media is no longer about spaces for ads but now more about platforms for ideas and innovation. ”“The new role is an exciting opportunity to deepen brand connections with consumers and deliver results-driven strategies for clients. I am looking forward to working with the team and reinforce Fuse’s commitment to help our clients maximise brand assets in owned and earned platforms,” Ruys  added.