MediaCom names new APAC CEO as Mark Heap joins Mindshare EMEA

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WPP's MediaCom has appointed Rupert McPetrie (pictured left) as APAC CEO, effective mid-February. He replaces Mark Heap (pictured right), who is moving to sister agency Mindshare as EMEA CEO.

The appointment will see McPetrie, while continuing his current role of Greater China CEO, expand his remit to lead the regional operations of the WPP-owned network and take responsibility for over 1,600 employees across 21 offices. He will also join the MediaCom worldwide exco, reporting directly to global CEO Nick Lawson.

Having spent the past six years leading MediaCom in Greater China, McPetrie will draw on his knowledge and expertise in the region. Coupled with his previous experience of leading regional operations during his time as Central and Eastern Europe CEO at Zenith, McPetrie will drive the vision and culture at MediaCom APAC.

McPetrie said that he is thrilled to take on this expanded role and have the opportunity to work with all the agency’s people and clients to build on the strong business momentum MediaCom has in the region. “This is in part due to recent slew of new business wins, such as The Coca Cola Company and Bayer, but importantly also down to our incredible clients and the work we do for them across APAC," he added.

Throughout his time leading the agency’s China operations, Lawson said McPetrie has developed numerous client solutions and brought the best talent to the agency via game-changing solutions and capabilities, such as Incite Consulting and China Passport;.

“McPetrie is quite simply a brilliant leader. All his great work has grown our business from number six to number two in market, and we look forward to him reapplying this magic across the region building on Heap’s outstanding legacy,” Lawson added.

Meanwhile, Heap was responsible for all aspects of the agency's continued business development and growth during his time as MediaCom's APAC CEO. This included establishing the agency vision, nurturing the brand culture, developing the agency's product and service offering and ensuring its breadth of skills and resources deliver outstanding results for its clients; his LinkedIn stated.

Prior to joining MediaCom, Heap worked with PHD Media for close to six years. According to his LinkedIn, Heap first joined the agency as China MD, before taking on the role of CEO for the market. Heap has also previously worked with Mindshare between 1996 and 2008. During his time there, he worked as media manager, London, group strategy director, Australia, and lastly national strategy director, China; his LinkedIn stated.

In November last year, The Coca-Cola Company appointed WPP as its global marketing network partner to play a key role in executing a new marketing model built to drive long-term growth for the company's portfolio of brands across more than 200 countries and territories. Known as OpenX, the bespoke WPP team provides end-to-end capabilities across creative, media and data.

Additionally, in September, pharmaceutical company Bayer consolidated global media duties with MediaCom following a pitch that saw three other agencies vying for the account. Under the appointment, MediaCom will contribute to driving Bayer’s modernised marketing strategy, with best-in-class data and content integration as a key driver for business growth. The agency will also support Bayer’s ongoing commitment to "Media For Good", ensuring that both companies continue to develop their initiatives and leadership in innovation and development, sustainability and brand communications suitability. Bayer previously worked with MediaCom across 65 markets, but this consolidation added crucial markets such as Germany, China and Russia to its remit and ensured further synergies for both companies.

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