Former CEO of J. Walter Thompson (JWT) Vietnam Saby Mishra is now the new owner of marketing communications agency MullenLowe Vietnam, following a buyout. While subjected to final regulatory approval, the agency will be rebranded to MullenLowe Mishra.
MullenLowe Mishra will remain part of the MullenLowe Group network as an affiliate business partner. The agency will retain access to the network’s global tools and expertise, and remain involved on all global client business. Digonnet said that the new structure will provide MullenLowe Mishra with the agility to move fast in a dynamic market, whilst ensuring access to global talent, tools and resource in order to succeed.
Mishra, who is now the chairman and CEO of MullenLowe Mishra, said that the move will place the agency ahead of the curve in a consumer market that’s transforming into a sizeable middle-income nation.
“This will be about combining the agility and insight of a locally-driven agency with the depth and reliability of an international company to build a digitally driven and data centric operation. That’s going to be the stand out aspect and I strongly believe there is real appetite among clients here for this proposition,” said Mishra. “Our vision is to take the local industry to a new level, deliver breakthrough work at the intersection of creativity, technology and client ambition and build an offering that will be the pride of the market.”
MullenLowe Group APAC CEO Vincent Digonnet said, “To fulfill our commitment to our clients we meticulously selected a leader with tremendous Vietnam and IPG network experience. Mishra is a respected industry leader who has played an important role in the evolution of the advertising industry in Vietnam.”
The move comes shortly after MullenLowe Malaysia also changed ownership, following a management buyout which sees CEO Adrian Sng (pictured) obtaining full ownership of the business. The agency will be known as MullenLowe Sng & Partners Malaysia, effective immediately. The move provides greater agility for the operation in Malaysia to be more responsive to the needs of its clients and the local market.
The agency will still remain part of the MullenLowe Group network as an affiliate business partner, retaining access to the network’s global tools and expertise. It will also remain involved in all global client business and will continue its commitment to MullenLowe Group’s hyperbundled approach.