IPG Mediabrands has named Scott McBride as the chief digital officer of APAC. In this newly-created position, McBride will drive innovation and adaptability of Mediabrands’ digital product to its key global and regional clients.
Based out of IPG Mediabrands’ regional headquarters in Singapore, McBride will accelerate the network’s digital offering in areas of search (Reprise), social (Rally/Society), mobile (Ansible)and programmatic (Cadreon), while working with the account servicing and digital buying and activation teams for both UM and Initiative brands.
The digital brand builder with over 17 years of commercial marketing and business experience, started out on his digital journey in 2002 when he set up his integrated digital agency: oceanseventy, in the UK. He moved to Kuala Lumpur in 2008, initially as the general manager of Ogilvy One, and later moved to Hong Kong in 2010 with Ogilvy & Mather Asia Pacific as its regional business director.
In 2012, Scott was promoted to the head of digital role, while assuming the responsibilities of Neo@Ogilvy, the agency’s Performance Media agency, as its managing director. Subsequently he assumed the role of managing partner of the group.
Reg Davidson, CFO of IPG Mediabrands, Asia Pacific, said: “In McBride, we found a perfect blend of someone with a keen sense of business acumen and raw entrepreneurial energy who is adept at translating ideas into tangible business solutions. Scott’s long-standing digital experience and multi-cultural exposure are invaluable assets and we are excited to have him join us as we move forward towards becoming a Dynamic and agile agency.”
McBride added: “In IPG Mediabrands I found a Group of Agencies with a phenomenal underlying mantra for digital. ‘Dynamic by Design’ is the guiding light through which all CMOs should, and must, address their investments to build adaptive and responsive client brands that are constantly engaging with customers to deliver innovative products and services. With Mediabrands’ range of Technology, IP and Strategy capabilities I’m very much looking forward to the exciting times ahead”.