DDB SG CEO Jeff Cheong parts ways with Omnicom as merger retires legacy brands

Jeff Cheong is stepping down as CEO of DDB Singapore following the Omnicom–IPG merger, closing a chapter of more than seventeen years at the agency and marking one of the most significant leadership changes in the region as the newly combined group begins consolidating roles.

In a statement to MARKETING-INTERACTIVE, Sean Donovan, who leads Omnicom Advertising said "We thank Cheong for his stellar work done in DDB and Tribal Worldwide for last 17 years and wish him the very best for his next chapter."

"I’ll carry the best memories of DDB and Tribal Worldwide for life, especially the clients who believed in and trusted me with their business. As I enter the second half of my career, I’m energised by the support of partners and clients to lead with confidence," Cheong told MARKETING-INTERACTIVE. 

Don't miss: ‘A defining moment’: Omnicom ANZ folds DDB and FCB into new regional structure 

Cheong first joined DDB Singapore as deputy president in 2018, was appointed deputy CEO in 2020 to lead the agency group’s marketing technology solutions, and became CEO in 2022, overseeing the agency’s growth, innovation, and client-facing transformation. He leaves DDB Singapore after four years as CEO, having guided the agency through digital transformation, regional growth, and a rapidly changing media and marketing landscape.

Under his leadership, DDB Singapore strengthened its capabilities across creative, digital, and tech-driven campaigns, driving integrated solutions for brands in Singapore and Southeast Asia. His exit marks a significant transition for the agency as the merged Omnicom–IPG organisation realigns leadership and creative structures across Asia Pacific.

Before joining DDB, Cheong spent 14 years at Tribal Worldwide, rising from managing director to vice president of Tribal Worldwide Asia, and ultimately serving as president and head of Tribal in 2014.

During his tenure, he led innovation and pre-demand campaigns for clients across Singapore and the broader SEA region, collaborating closely with DDB Group’s T-Divisions to deliver cutting-edge marketing and technology solutions.

In his career, Cheong has led major public communications work. From industry-first dialect info-drama 《吃饱没？》 Eat Already? that opened doors for more new entertainment formats, to engaging audience as storytellers in PUB’s Kinship, to fighting myths on COVID-19 vaccination with a worldwide hit.

During the pandemic, he led the vaccination campaign featuring Phua Chu Kang in a disco number that went viral globally.

Cheong’s departure comes amid a sweeping post-merger restructure by Omnicom following its US$13.3 billion acquisition of Interpublic.

The integration will retire several longstanding agency brands, including DDB, FCB and MullenLowe, consolidating overlapping networks into three global creative networks: BBDO, McCann and TBWA.

Reports indicate more than 4,000 jobs will be cut as part of the immediate post-merger realignment. Omnicom’s own announcement did not reference the retirement of these brands, but the updated organisational structure on its new website confirms the shift, with DDB, FCB and MullenLowe no longer appearing.

Related articles:   
Omnicom Media unveils new APAC leadership structure
Leigh Terry exits IPG Mediabrands APAC amid Omnicom–IPG integration 
James Hawkins departs IPG Mediabrands APAC as merger reshapes region