M/SIX has launched its APAC hub in Sydney with Kevin Rooney (pictured) taking the reins as APAC CEO. The hub is backed by WPP and under the ownership structure between The&Partnership and GroupM. In his new role, he will be relocating to Sydney to oversee the new m/SIX hub launch as well as to service global Electronic Arts account while enabling the agency to continue its rapid growth in the region.
Rooney last helmed the role of CEO for Mindshare Japan and Korea where he was based in Tokyo. This is not the first time he is leading m/SIX as Rooney was involved in establishing the agency in the region six years ago in 2013, playing a key role in the initial expansion of the agency into Asia. Prior to that, he was the chief growth officer of Mindshare Asia Pacific for two years and additionally held the role of managing director, m/SIX Asia Pacific. A WPP veteran, Rooney has over 15 years experience within roles across North America, global (based in UK) and APAC, in both business development and management.
According to m/SIX, the new office opening is a milestone for the agency network and its plans for growth in 2019. It also comes on the back of clinching the global Electronic Arts account, as the agency now handles media planning and buying responsibility for EA in Australia, New Zealand and across APAC.
Rooney said: “It’s great to be back in m/SIX, I’m delighted to be able to kick off with the launch of our new Sydney office and looking forward to reconnecting with our teams across the region; driving some of the amazing initiatives that our global team have been pioneering around the world and further enhancing the great work we are delivering for our clients in APAC.”
Rooney will report into Jess Burley, global CEO of m/SIX, who said that the team is extremely happy to welcome Rooney back into the m/SIX family. She added that he is not only an excellent business leader with a proven record of success, but also a lovely person who really embodies the values of m/SIX – energy, honesty and a pioneering spirit.
“We’re really excited to establish this new regional APAC hub for m/SIX in Sydney. There is a great opportunity to continue our growth in the region, providing the very best data-informed communications strategies and bespoke, flexible partnerships with both existing and new clients,” Burley said.
Similar to its parent agency, The&Partnership, m/SIX is an exponent of running in-sourced teams embedded into client teams. This new agency model is active across some of its biggest clients, including Toyota, News Corp and TalkTalk.