Grey SG bolsters social and strategy team with new hires


Grey Singapore has appointed Tramaine Teo (pictured left) as its new head of social. Teo was last with The Walt Disney Company as a brand manager. Prior to that, she was the senior social director at Digitas APAC. Teo’s career has included digital roles in creative, activation as well as research and analytics across three continents for agencies such as Vocanic and Digitas. She has worked and developed content for clients such as Johnny Walker, Starwood, Nestle and Disney. 

The agency also hired Cyrille Locatelli (pictured right) who joins as a data strategy lead for Grey Singapore and the broader AMEA region. He previously worked with Accenture Interactive and Wunderman Thompson. Locatelli brings seven years of background in performance analytics, digital consumer research and martech implementation. He has experience weaving data throughout the entire creative process to provide data-led insights and to support evidence-based decisions.

Teo will report to Konstantin Popovic, Grey Group Singapore CEO, while Locatelli will report to Måns Tesch, APAC MENA chief strategy officer, Grey Group. 

“In partnership with our Grey Shopper team, Teo and Locatelli will be critical in bringing our value proposition to life: Connecting Content to Commerce," Popovic said. 

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Earlier this year, the Ministry of the Environment and Water Resources (MEWR) appointed Grey Singapore to spotlight the issue of food security through awareness campaigns for the Singapore Food Agency (SFA). The SFA is a statutory board formed in April 2019, under the Ministry of the Environment and Water Resources to oversee food safety and security. In a multi-layered assignment that includes three through-the-line campaigns, Grey was tasked to raise public awareness on how consumers can play their part in strengthening food security in the country. According to SFA, over 90% of Singapore’s food supply is imported.

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