MediaCom Indonesia's P&G lead joins Initiative in APAC role

Initiative has named Niranjan Singh as head of communications design, APAC. Singh (pictured) will champion the application of best-practice approaches, techniques and solutions for modern experience design, and drive the connected communications design practice across key clients and sectors for Initiative APAC. Singh will report to James Smyllie, president Initiative APAC and is currently based in Mumbai India prior to transitioning to the Initiative APAC regional headquarters in Singapore. His appointment is effective immediately.

He was previously from MediaCom Indonesia where he was the head AOR leading the P&G business for the past three years. Before that, he spent six years at GroupM, working across brands such as Colgate Palmolive, GSK and FrieslandCampina in India and Vietnam. Overall, Singh has more than 16 years of industry experience in strategic media planning and buying.

Singh explained that Initiative's unique proposition of achieving cultural velocity in the media-fragmented world to deliver real business growth and success for brands, was the big pull factor for him. "I’m super excited to become a part of the team that has been winning global businesses back-to-back," he added.

Smyllie said the team is delighted to be attracting talent such as Singh to Initiative. "This hire reinforces our key focus on enhancing our Craft capabilities across APAC, and driving a consistently world class product throughout the region," he added. Meanwhile, MARKETING-INTERACTIVE understands that Singh's role at MediaCom Indonesia will be handled based on an internal rotation.

According to the job scope on LinkedIn seen by MARKETING-INTERACTIVE, communications design is the discipline and practice of crafting how a brand idea will be delivered through communications across an owned, earned and paid ecosystem in order to achieve a desired behavioral outcome.

Initiative’s Communications Design team aims to create the future of planning. Borrowing skills from UX, digital, PR and content, the team curates how people connect and participate with brands through culturally rich ideas. Instead of considering the experience of a brand in components (media/channel planning), the job scope explained that communications designers think about brand experience in totality (ecosystem planning) ensuring every encounter is useful and impactful.

Key responsibilities of the role include client, internal, commercial, and new business. The individual is expected to excite, entice, and onboard clients as well as partner agencies on the new discipline of communications design to pave the way for selling in better work. He or she is also expected to identify opportunities to grow scope to appropriate communications design staffing levels and up-leveled talent on client assignments.

Digital Marketing Asia is back for its 10th year! 10 years of exclusive insights, experience sharing and great success stories. Join us for three days of hyper-focused presentation topics across six tracks on 15 - 17 November and connect with 1000+ of the world's brightest minds in the marketing world to learn and upscale from 85+ speakers from the hottest regional and global brands. Click here to register now!