Lowe Singapore appoints global business director for Lifebuoy

Lowe Singapore, part of the Mullen Lowe Group, has appointed Vinay Vinayak as global business director for Unilever’s skin cleansing brand, Lifebuoy.

Vinayak will assume the responsibilities of Lowe Singapore’s previous Lifebuoy lead, Virat Tandon, who was recently appointed CEO of the advertising network’s new agency Mullen Lintas, in India. Vinayak comes to Singapore after five years with Lowe’s Lifebuoy team in Mumbai.

At Singapore headquarters he will lead and develop the brand across markets in Southeast Asia, South Asia, Middle East, Africa and Latin America.

Vinayak has over ten years across both agency and client-side in the advertising industry, directing brands such as HSBC, Cadbury (now Mondelez), Samsonite and BBC World. With Lowe in Mumbai, he was part of the core Lifebuoy team that among various brand initiatives also conceptualised and implemented the social mission programme – Help A Child Reach 5.

Rupen Desai, regional president of Lowe Asia Pacific said: “Lifebuoy is an amazing brand where the purpose and profit both work in perfect sync. We’re delighted that Vinayak agreed to take up this challenge leading the team here in Singapore. He has a great track record with the brand, and working with the client and agency teams globally Lifebuoy is one of our most lauded partner brands, so it was crucial that we had exactly the right fit for this senior position.”

Vinayak added: “Coming to Singapore means that I can not only be a strong part of the brand’s journey, but help shape it as well. Singapore also means being at the vortex of some of the newest opportunities for content – as it is a key centre for Asia, and also because it offers the ability to lead integrated work for the brand, alongside specialists like Lowe Open and Lowe Profero.”


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