Heckler names new SG MD as former lead heads to Europe for expansion

Creative studio Heckler has appointed Lily Li (pictured right) as managing director of its Singapore office, succeeding Charu Menon (pictured left).

Menon, who led the Singapore studio for six years, will now spearhead Heckler’s expansion into Europe with the launch of Heckler Amsterdam.

Prior to her time at Heckler Singapore, Menon was a producer at Sixty40 Productions, Whyldfisch Productions and CNBC TV18. Menon also has experience working in various markets, including India, Australia and Southeast Asia. 

Reflecting on her move, Menon said, “Leaving Singapore is bittersweet as it has been my home for the past six years, however I’m incredibly confident in the team I leave behind, and especially in Li's leadership. She’s the perfect person to take Heckler Singapore to exciting new heights. With our strong global footprint across Australia, Asia and now Europe, I’m excited for what the next chapter will bring."

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Meanwhile, Li joins from Shanghai, where she was managing director of The Mill Shanghai. Her longest stint was with MPC where she served the company for nearly 13 years, according to her LinkedIn. At MPC, Li climbed up the ranks from head of production to executive producer, and finally as managing director. 

Other roles she's held include head of production at SFG-Technicolor and head of production at Smoke & Mirrors Shanghai, according to her LinkedIn. 

With over 20 years of experience across production, post-production, sales, and operations in the region, Li brings a strong track record in driving creative and operational excellence, the studio said in a statement.

"I’m thrilled to be joining the Heckler Singapore team. Charu and our team in Singapore have done such an amazing job of setting up Heckler Singapore as one of the best creative studios in the region," said Li.

"It’s an honour to collaborate with such talented, innovative professionals. Heckler’s reputation for turning ambitious visions into reality, through world-class craftsmanship and cutting-edge tech is unmatched. Their drive to explore new creative frontiers truly speaks volumes. I am eager to contribute to the next chapter."

MARKETING-INTERACTIVE has reached out for more information.  

Li’s appointment follows a run of campaigns by the studio. Earlier this month, Heckler collaborated with Qantas to bring a whimsical flying turtle to life in Singapore, marking the airline’s first 3D anamorphic billboard in the market. The eye-catching installation is part of Qantas’ “Australia in the sky” campaign and signals a bold new creative direction in the region.

Prior to that, Heckler Singapore partnered with adidas to launch a four-part film series celebrating everyday runners in Malaysia and Indonesia. The 30-second clips highlight small but powerful moments of motivation, all centred around the act of running.

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