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BBDO SEA president Richard Fraser heads to North America to take on new role

BBDO Southeast Asia president Richard Fraser will now take on a newly created CEO role at Proximity North America, where he will report to global Proximity CEO, Doug Worple.

Fraser took on the role in 2016 in addition to his current role as Proximity Worldwide’s regional managing director for Asia, Middle East and Africa, based in Singapore. He extended his responsibilities across the six BBDO offices in Southeast Asia, and reported to Jean-Paul Burge, chairman and CEO of BBDO Asia. Marketing has reached out to BBDO for more comments on a replacement.

Part of the Proximity Global Network for 14 years, during that time, the agency claims Fraser was a major contributor to the network’s growth, capability, talent and reputation within the APAC region. In the new role, he will be based out of New York and responsible for accelerating growth, and the North American footprint. He will also be focused on expanding Proximity’s capabilities and expertise in performance marketing, e-commerce, and technology and innovation.

CEO, Chris Evans of Barefoot Proximity in Cincinnati and Garrett Franklin, MD of Atmosphere Proximity in New York will both report to Fraser in his new role.

Fraser said: “I‘m thrilled to be re-joining the Network, at a time when performance marketing, personalised brand experience, and direct-to-consumer commerce are now primary strategic priorities for virtually every brand. Proximity has an extraordinary depth of talent and expertise in these areas and that, coupled with their strong culture, positions us perfectly to drive demonstrable growth for clients current and future.

“My immediate ambition is to harness and amplify our strong offices in Cincinnati and New York to form a more united and cohesive North American Proximity offering, which I strongly believe will make us one of the most compelling business partners to Brands in the market. I can’t wait to join the team.”

Doug Worple, global CEO of Proximity, added: “Richard has played an influential role in Proximity’s development, last serving as our Asia Pacific leader. I’ve been keen to bring Richard to Proximity North America and leverage his talents in a bigger role, so when the opportunity for this role presented itself, we were quick to figure out a way to make it work.”

Fraser is the latest addition to the growing Proximity Global Leadership Team, with Troy Hitch, being promoted to global chief innovation officer in October late last year.

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