72andSunny Singapore's head of strategy departs

72&Sunny Singapore, formerly Forsman & Bodernfors', head of strategy Siddhant Lahiri has departed the agency after four years.

In conversation with MARKETING-INTERACTIVE, Lahiri confirmed his departure and reflected on what he described as "a wonderful journey".

In tandem, Ross Henderson, 72andSunny Singapore managing director said "We thank Lahiri for everything he achieved during his tenure at Forsman & Bodenfors Singapore, and during the transition from Forsman & Bodenfors to 72andSunny."

"His focus on effectiveness was key to the agency’s past achievements; we wish him all the best in his future endeavours," added Henderson. 

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Lahiri joined Forsman & Bodenfors Singapore as strategy director in May 2022 before being promoted to group strategy director in July 2023, according to his LinkedIn. He was appointed head of strategy in February 2024, a role he continued to hold as the agency evolved under the 72andSunny brand, reporting to Henderson and 72andSunny International Maria Galleriu.

Prior to joining Forsman & Bodenfors, Lahiri was strategy director at dentsu Singapore, where he worked on brands including Manulife, Baxter, Asahi and Santen. Earlier in his career, he held strategy and planning roles at Leo Burnett, Rediffusion Y&R, J. Walter Thompson and DDB Mudra Group, and also spent time as an independent strategy consultant working with agencies across Singapore, Malaysia and India.

Reflecting on his tenure, Lahiri said he was responsible for building the agency's strategy team "from the ground up – going from zero strategists to a team of three".

"I was fortunate enough to be able to create a culture of strategy in the agency, where strategic effectiveness became embedded within the brilliance of our creative ideas. It was a genuinely wonderful working relationship, where the creative team and the strategy team worked in better, closer harmony than I've ever seen," he said.

According to Lahiri, that collaborative approach helped the agency secure multiple new business wins, publish thought leadership to strengthen its strategic credentials, and win multiple awards. 

He also highlighted several campaigns he was particularly proud of, including work that helped reinvigorate a 120-year-old heritage brand by connecting with Zillennials, transformed a hotel's closure into an earned media opportunity, redefined storytelling in the whisky category, and developed a global brand platform for a 135-year-old food brand.

"The greatest gift, though, was the great fortune of meeting some truly wonderful people, whom I'm proud to call friends. That is always going to be my biggest takeaway – the relationships I built, and the time I spent at Forsman," he said.

His departure follows several years of evolution for the agency. In 2022, 72andSunny Singapore was folded into sister agency Forsman & Bodenfors as part of a move to operate under a single creative brand in Singapore. 

Earlier this year, the business shifted back to the 72andSunny brand, with Henderson taking the helm as managing director in April.

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