FALCON's Kelvin Koo exits, agency to join Vietnam-based digital alliance

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Digital agency FALCON Singapore has formed the vBase Digital Alliance, which also consists of Vietnam-based digital agency vBase Digital and Singapore-based location-based marketing solutions provider YOOSE. This will see current vBase Digital CEO Christian Geissendoerfer (pictured centre) taking over the reins at FALCON, while FALCON Singapore's CEO Kelvin Koo will be leaving his role by the end of October to pursue new opportunities. Meanwhile, FALCON Malaysia is said to have closed down in September 2018, with its headquarters and clients moved to Singapore. MARKETING-INTERACTIVE understands that the team in Malaysia has been working as consultants for the Singapore office since November 2019.

Koo (pictured left) joined FALCON back in 2016 as a partner and managing director for the Singapore operations. Prior to which, he was head of digital of Publicis Singapore. Meanwhile, Max-F Scheichenost will retain his role as partner and board member at FALCON. He is involved in strategic decisions and key accounts, and will be overseeing the agency with Geissendoerfer as well.

Also with Koo's exit, the local leadership of FALCON Singapore will be handed over to Liz Leow, regional account director at FALCON. In her role, Leow (pictured right) will lead all client relationships for FALCON and some of the vBase and YOOSE's regional clients. She will report directly to Geissendoerfer. According to her LinkedIn page, Leow joined the agency in 2017, and has had prior stints with various agencies such as Publicis, TBWA\, and iris.

The new alliance which consists of vBase, YOOSE, and now FALCON will see the vBase team in Vietnam supporting the operations of FALCON in Singapore, and will offer full media and tech capabilities at greater cost efficiency. vBase's team will also help FALCON’s clients with their digital customer journey and grow their business.

In a conversation with MARKETING-INTERACTIVE, Geissendoerfer said the agencies will still continue to function separately. He added that the alliance will look to bring vBase's technological offerings to existing customers in FALCON, and offer Singapore clients a more regional support should they wish to expand to other countries. Meanwhile, the team at vBase Digital can also leverage skills of FALCON's team to service its clients in European markets. vBase Digital has partners in the European market, and covers a wide range of services from lead generation to content marketing, strategy, and sales. Some of its clients include McDonald's, Coca-Cola, Yves Saint Laurent, Nike, and Dove.

Scheichenost said this is an exciting move for FALCON and its clients. He added that on the surface, there will not be much changes for the clients as the agency's faces to its Singapore clients will stay almost the same. However, its new tech-driven operations department in Vietnam will help to leverage the power of digital touchpoints fully and deliver results. This year also saw FALCON bagging a couple of big wins from NETS for social media marketing duties, as well as Verita Healthcare Group for performance duties for its global network of clinics, which includes clinics in Singapore, Malaysia, Thailand, New Delhi, and Moscow.

“FALCON’s passionate team in Singapore is known to thrive for excellence in strategy, creativity, and technology to improve its client’s customer relationships. By joining forces and delivering the best services from specialised partners in Southeast Asia and Europe, FALCON and the vBase Digital Alliance are set to be the number one partner for marketing automation, advertising technology, and online to offline marketing solutions,” Geissendoefer said.

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