Former BBDO SG CEO Richard Fraser joins TBWA\ after 16 years with agency

Proximity Worldwide's CEO, North America, Richard Fraser has taken up the role of managing partner at TBWA\HealthCollective. Fraser leaves his position as CEO of Proximity Worldwide North America after over a year. Prior to the global role with Proximity he was holding the position of president, Southeast Asia, BBDO and CEO of BBDO Singapore. 

Fraser reports to Robin Shapiro, CEO, TBWA\WorldHealth in his new role. In a statement to Marketing, Shapiro said Fraser is tasked to lead its fast-growing business unit in the agency, help drive transformation with its clients, and contribute to the agency culture.

She added that the agency is "thrilled" to have Fraser leading its healthcare consumer unit. "As the industry radically transforms, and our clients rethink everything about the traditional commercial model, I can’t imagine a better leader to guide them forward. Importantly Fraser is a great culture fit, fully embodying our values of be authentic, do good, and raise hell," Shapiro said. 

Fraser first joined Proximity Worldwide back in 2004 as a national planning director, New Zealand, and was subsequently promoted to regional managing director of Asia in 2008, and regional managing director for Asia, Middle East, Africa in 2013. 

In a LinkedIn post by Fraser, he said: "After an amazing 16 year adventure with Proximity Worldwide and BBDO that took me all over the globe, I am thrilled to have joined the band of rowdy pirates at the TBWA\HealthCollective on an exciting new journey. Exciting times ahead!" 

Earlier in April this year, BBDO closed its office in Malaysia and exited the market. BBDO also reduced its Hong Kong presence to a small regional team, and said it will concentrate its creative resources and work from that market into Beijing and Shanghai. It was understood that 16 employees in Hong Kong have been laid off. In an exclusive statement to Marketing, chairman and CEO of BBDO Asia, Jean-Paul Burge, said previously that the agency decided to realign its capabilities and resources with the expectations and demands it anticipates from clients in the future, and thus the potential for BBDO's business in the region.

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