Mindshare Singapore names new account lead for HSBC

Mindshare has appointed Nick Barger (pictured) as managing partner to lead the agency’s HSBC account. The role is effective immediately and will see him reporting to Melissa Tang, managing director at Mindshare Singapore.

Meanwhile, he takes over from Ann Ann Ng, business director at Mindshare Singapore, who be working on another account.  In this role, Barger will lead a key market in the agency’s expansion of VULCAN, the HSBC performance marketing engine developed under Mindshare’s FAST team.

Prior to joining Mindshare Barger was the sales lead for Blis Hong Kong, an agency specialising in advanced location data technology and programmatic media buying. In this role he was responsible for driving and shaping Blis’s holistic business strategy, ad supply, client relationships, creative ideation and operational efficiencies.

According to Mindshare, the agency is looking to leverage his experience on the ad tech side to harness valuable insights that give it an edge when advising clients from an agency perspective. It added that Barger’s experience gives him a rare holistic industry view; having worked across both media and creative agencies and most recently on the vendor side in ad tech. He will leverage the insights across these disciplines, to develop the most effective strategies for HSBC’s business units.

“Mindshare is an agency I have always admired as an industry leader. It’s great to see the steps that have been taken to drive innovation and corporate culture, in what is a dynamic and competitive landscape. I look forward to collaborating with HSBC to produce great work for one of our most valued clients, and one of the world’s most respected brands,” Barger said.

“We are thrilled to have Barger join us in leading the HSBC Singapore business. His extensive digital background across both agencies and vendors will be instrumental in evolving our breadth and depth, as well as driving forward our HSBC digital ambition. His leadership will focus on driving strategy and innovation, with an emphasis on digital performance; powered by data and technology,” Charlotte Lee, Asia Pacific regional client leader for HSBC, said.