JWT rejigs Mirum reporting lines, hands OgilvyOne China lead new SEA CEO role

J. Walter Thompson Asia Pacific’s Mirum has appointed Jacco ter Schegget (pictured), to take on the newly-created role of Southeast Asia CEO. The appointment coincides with the departure of Nanda Ivens, the APAC Mirum CEO.

Schegget, who starts his new role 1 September 2017, will take on responsibility for both the Mirum and JWT operations in ASEAN. Meanwhile, Bob Hekkelman, who has served as both the Bangkok CEO and Southeast Asia CEO for JWT, will now focus on his role as CEO of the JWT Group Bangkok.

Schegget was most recently as OgilvyOne China’s president, where he oversaw both OgilvyOne and Neo operations. He has over 16 years’ experience in digital marketing and transformation and joined OgilvyOne China as president in 2014 and was part of the Ogilvy Group China Leadership team.  Prior to that role, he served as Europe president of Tribal Worldwide and co-CEO of DDB and Tribal Amsterdam.

In addition to his Tribal responsibilities, he also served as digital officer for the DDB Group in Europe.  Before he joined DDB/Tribal, Schegget led the Amsterdam office of the SATAMA group, which is now part of DigitasLBi.

Going forward, Schegget and the managing directors of Mirum in North Asia will report directly to John Gutteridge, JWT’s Asia Pacific CEO. According to the agency, this comes as JWT looks to align the reporting structure of Mirum in Asia Pacific to facilitate collaboration with the network’s creative agency and to present a cohesive, integrated offering to clients.

"The new reporting structure and the new appointment are both core to Gutteridge’s plan to strengthen the network’s digital capabilities and build out a stronger integrated offering in the Asian region," said the agency. The alignment is also said to facilitate Gutteridge’s drive to transform the JWT "beyond communications solutions to a more holistic creative business that delivers pioneering ideas and products".

“This is not a merger of our two businesses. It’s about transforming both businesses as we recognise synergies in capabilities to deliver more. While our Mirum leaders in each market will work more closely with their counterparts at J. Walter Thompson, it is vital that Mirum retains its unique identity and culture,” Gutteridge said.

“The appointment of Schegget in Southeast Asia is key part of this.  He thinks digital first, while having a great passion for creativity and technology, and is in a prime position to drive the new agenda at JWT and grow Mirum in Southeast Asia,” Gutteridge said.

“In a digital first world, the combination of the brand thinking of JWT and the deep digital and data competence of Mirum provide companies a great partnership to activate their consumers on-and offline, across the entire user journey. John’s vision for APAC illustrates exactly this combination of art and science and I’m looking forward to supporting him and the rest of the teams,” said Schegget.

The Mirum leadership in Asia will continue to work closely with the global Mirum leadership team, as a network, and will retain a dotted line into Mirum’s global CEO, Dan Khabie, the agency said.

“Mirum’s technical depth, love of design and focus on user experience is critical to the overall agency’s growth in the region.  We will stay focused on Business Transformation, Experience Design and Commerce Activation and look forward to bringing these capabilities to all of our clients,” said Khabie. Mirum currently operates in Singapore, Indonesia, Thailand, Malaysia, Vietnam and the Philippines, as well as in China and Hong Kong.

Most recently, Ivens, an active investor in Southeast Asia’s startup scene, retired from his role at Mirum - and from agency life - to pursue his entrepreneurial passion. Ivens was an investor in Magnivate Indonesia, which was acquired by XM Asia in 2012 and later renamed Mirum.  He became Mirum Indonesia CEO in 2013, then was promoted to Asia Pacific CEO of Mirum in 2015.