Former IBM iX customer lead and FCB SG CEO Simon Lockyer joins Edelman SG

Simon Lockyer (pictured), IBM iX’s head of customer engagement and design, ASEAN, has joined Edelman Singapore as managing director, brand. He is tasked with the continued growth of Edelman Singapore’s brand marketing team.

Reporting to CEO John Kerr, he will be integrating the network’s capabilities across content, data and digital to craft and deliver valuable customer and employee experiences. In his previous role at IBM iX’s head of customer engagement and design, ASEAN, Lockyer worked at the intersection of digital strategy, creativity and technology to help build and transform regional businesses such as Axiata Celcom. He joined the role in 2017.

He has over 20 years of experience in the region and was formerly the CEO of FCB Singapore, where he was appointed to relaunch the agency in Singapore. Prior to FCB Singapore, he was the regional director at Droga5 and the international business director at TribalDDB. Lockyer also worked at Ogilvy and McCann and led regional and global clients including Philips, GSK and Diageo.

In a statement to Marketing, Lockyer said he was keen to “find a home for his blend of brand, content and digital skills”, and one where he could deliver client solutions leveraging strategy, creativity, data and technology. “Edelman has all that in spades and a great team of super smart, like minded folks who I’m very excited to join,” he said.

According to him, digital innovation, research, customer engagement and better experience design are top of mind for all C-suite. Lockyer said his two years in IBM has allowed him to sharpen these via consulting on major digital reinvention programmes, and sees “massive potential” to bring these to clients at Edelman. He added that there is convergence towards fully integrated solutions and deeper client partnerships to build customer trust and engagement.

When it comes to customer experience trends, Lockyer said simplicity is key in a world of complexity and clutter. He also said that relevance and value via intelligent use of data and a growing concern for the welfare of the planet are also some trends that marketers should take note of.

“I’ve spent the last two years in digital reinvention consulting at IBM and while I am keen to apply those skills to Edelman, I’m just as keen to learn from the people across the global network. It’s an exciting time in the march toward the realisation that earning attention and trust should be at the centre of successful integrated marketing thinking and programs,” Lockyer said.

Meanwhile, Kerr said: “Lockyer is a master of crafting experiences that combine humanity, creativity and technology, and we are delighted to have him on board. He is joining us at an incredibly exciting time and is undoubtedly the right leader to accelerate our transformation here in Singapore.”

Marketing has reached out to IBM for comment on Lockyer’s replacement.

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