Independent creative agency FiftyFull hires former Havas biz director

Singapore-based independent creative agency FiftyFull has appointed Genevieve Seah as managing partner. Seah (pictured) will be tasked with spearheading the business and commercial growth of the agency as well as overseeing day-to-day operations. FiftyFull was founded by creative duo and founders Reinald Chee and Vanessa Heng in August 2018.

The agency describes itself as an integrated creative agency with production capabilities. Since its launch, it has worked with clients such as Singapore Institute of Technology (SIT), LivSpace, FairPrice Xtra and Asia Pacific Breweries Singapore. Chee was last regional creative director at Uber Singapore, prior to the launch of the agency. He has also had experience working with McCann and Ogilvy. Meanwhile, Heng was creative director at H+K and also worked with M&C Saatchi, McCann, DDB, Ogilvy, and Arcade.

Seah now joins the team having over a decade of experience in advertising in both network and startup agencies. She last helmed the role of business director at Havas Group Singapore. She joined Havas in 2014 as an account director and has spent about six years with the group. Seah was the account lead on automotive brands within the agency, comprising Kia, Citroen, DS, Mitsubishi, UD Trucks, Bridgestone, TOTAL. She has also worked with clients such as AirFrance, Tokio Marine, GSK and Poh Heng Jewellery.

Prior to that, Seah was with BBDO as an account manager, and was responsible for managing the key brand launches of Surf, Unilever as well as the launch of Google Chrome in APAC. She also worked on key product and new route launches for British Airways regionally. She also worked at BBH, and was involved with brands such as Cycle & Carriage, Mercedes Benz, Emirates, FedEx and Pizza Hut Singapore.

According to Seah, the industry has largely evolved and the communication demands today are very different, adding that clients are looking for partners that are agile, quick, and resourceful while continuing to deliver consistent quality. "FiftyFull has amazed me with their speed of work, adaptability and pursuit of innovative solutions to drive clients’ business objectives. I’m very excited to have this opportunity and look forward to growing the agency,” she said.

“We are thrilled to welcome Seah to the family. Sharing similar beliefs and values, we are confident that Seah will strengthen our leadership and accelerate our growth,” said Heng said.