McCann Singapore names new GM to drive social-first growth

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McCann Singapore has appointed Rajiv Jayaraj (pictured) as general manager, reinforcing the agency’s push towards a social-first, always-on model for regional brands. In a dual role, he will also lead McCann Content Studios, the agency’s integrated offering for social, content, production, and influencer initiatives.

At McCann Singapore, Jayaraj will focus on scaling Content Studios into a core growth engine and bolstering Singapore’s role as a strategic hub for global brands.

Jayaraj brings 18 years of experience across creative, media, and production. He has led regional social and content programs for brands including Lego, Spotify, and MSD, and shaped high-profile entertainment and brand partnerships such as "The Indonesian Next Big Star", "Asia’s Got Talent", and ONE Championship. He has also co-produced episodic content with creators, building a track record in scalable, culturally relevant content solutions.

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His career spans leadership roles across APAC, from principal consultant and SVP at Mediasense to head of Mediabrands Content Studio and head of content at UM Worldwide. He has also driven strategy and ideation at Publicis’ Prodigious Worldwide and held roles at Beach House Pictures, MEC Wavemaker, BBDO Singapore, and Ogilvy’s ReedWorks.

"We are thrilled to welcome Jayaraj to McCann Singapore. His appointment signals a clear direction where we move from a model of responding to briefs to designing and operating integrated systems that continuously drive brand growth," said Gonzalo Olivera, president of McCann Singapore.

He added, "Social and always-on models now sit at the centre of that evolution, and Jayaraj's dual role reflects our commitment to building social as a growth engine, not just a channel for experimentation. He brings deep expertise, a strong culture-first mindset, and a proven ability to build scalable content systems. This is increasingly critical as our clients accelerate their shift towards social-first brand building.”

In tandem, Sean Donovan, president, Asia, Omnicom Advertising, said, “It’s great to welcome talent such as Jayaraj into the Omnicom Advertising fold to build on the momentum the team has already created, particularly on the McCann Content Studios side of the business. Bringing the very best people together is the surest way of producing the best work and I look forward to McCann Singapore’s continued success with his addition to a great leadership team there.”

Meanwhile, commenting on his appointment, Jayaraj shared that storytelling has always been at the centre of how he sees the world. "Today, the challenge is helping brands break into culture by creating content that people genuinely want to engage with, not just scroll past. McCann Singapore’s ambition to centre social and content in its business model makes this an incredibly exciting chapter, and I’m excited to help shape it," he said.

His appointment follows the agency’s recent leadership restructuring, which unified McCann and MullenLowe’s Singapore operations under Olivera and CEO Paul Soon.

The expanded leadership team includes Daniel Kee (head of creative), Esther Yeo (head of creative services), Robin Nayak (head of strategy), Mikael Perhirin (head of strategy – CRM & loyalty), Julie Chua (head of production), Aishah Haroon (head of digital), Serene Ng (head of finance & commercial), Irene Xu (head of operations), and Nicole Quiogue Golloso-Kazemi (head of HR).

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.