LePub Singapore names new managing director

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LePub Singapore has appointed Penny Sadlier (pictured) as managing director, strengthening its leadership bench as the agency doubles down on creative impact and regional growth.

Sadlier, who currently serves as managing director of PG One, leads a team handling 14 P&G brands across 12 APAC markets. She will now expand her remit to head LePub Singapore, continuing to report to Amrita Randhawa, Southeast Asia CEO, Publicis Groupe.

Sadlier will also work closely with executive creative director Stephan Schwarz and LePub’s global CEO and worldwide chief creative officer Bruno Bertelli.

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With more than two decades of experience, including ten years based in Asia, Sadlier has worked across FMCG, F&B, automotive and pharmaceuticals. Prior to joining Publicis Groupe in 2021, Sadlier worked at Saatchi & Saatchi taking on the role sof regional business director and regional account director in Singapore, as well as senior business director at Saatchi & Saatchi.

“Since opening its doors in Singapore in 2022, LePub’s story has been one of incredible growth and ambition – who wouldn’t want to be part of this trajectory? It’s a huge honour to be leading LePub Singapore into its next era, working alongside some of our industry’s sharpest minds and creative technologists to create brands that truly live in culture,” said Sadlier.

“LePub Singapore is a vibrant place of growth and innovation, attracting some of the most original and bold thinkers in the region. Rooted in data, creativity, and tech, the team is delivering some of our most exciting and forward-looking work both in Asia and around the world. I can’t wait to see where their creativity leads us next,” said Bertelli.

“To lead LePub in this next chapter, you need a ton of skills – consummate client leadership, great people and team building skills, the ability to work across countries and cultures, and an impeccable eye for craft and ideas. Lucky for us, Penny has it all in spades,” added Randhawa.

As part of a broader push to strengthen its creative and client capabilities, LePub Singapore has also made five key senior hires.

Bruno Andrade and Pedro Pedreira join as creative directors, bringing a strong track record in craft and art direction. The pair are expected to play a pivotal role in shaping the agency’s creative output. Andrade's career thus far spans across Brazil and Singapore, working in agencies such as AlmapBBDO, Leo Burnett Tailor Made and Ogilvy Singapore. Meanwhile, Pedreira joins from Ogilvy Singapore where he was previously the associate creative director.

In addition, Francesca Babet has been named client services director. She brings with her a passion for storytelling and business development, most recently serving as global brand director at Publicis Groupe Singapore. She will work across key clients including Heineken.

Also joining the team are Ernest Kok as senior copywriter and Claudius Keng as senior art director. Both were ranked fourth among Singapore’s most awarded creatives in 2024. Kok and Keng were both from MullenLowe, with Kok taking on the role of senior copywriter while Keng was a senior art director.

LePub’s global footprint now spans Milan, Rome, Amsterdam, Singapore, São Paulo, Bogota, Mexico City, Johannesburg and New York City.

Sadlier's hire comes as the network expands its senior leadership across its agencies. Most recently in April, Publicis Groupe Singapore appointed Asheen Naidu as group executive creative director for Leo Singapore. In the same month, Publicis Groupe China appointed Liza Zhang as CEO of MSL and Publicis Influence in China.

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