Pernod Ricard's SEA marketing director leaves role

Pernod Ricard's marketing director of SEA, Janelle Tong, will be leaving her role, Marketing understands. Both Tong and Pernod Ricard has declined to comment on Marketing's further queries.

According to her LinkedIn, Tong was with the company for seven years. As marketing director of SEA, Tong's main duties covered driving marketing strategy and activation across Singapore and Southeast Asian markets such as Cambodia, Laos and Indonesia with key brands such as Martell cognac, Chivas & The Glenlivet whisky and Perrier Jouet champagne. Tong joined Pernod Ricard in 2016 as strategy and activation director Asia, where she was based in Hong Kong. She subsequently got promoted to marketing director of Asia, and relocated to Singapore in 2017 to take up the role of marketing director of SEA, her LinkedIn page said.

Prior to Pernod Ricard, Tong helmed the role of area head of brands of Greater China Area at British American Tobacco, where she led the development of area marketing strategies for brands such as Dunhill, Kent, Vogue and Pall Mall. She was also head of strategy, planning and insights, Korea before that. Tong was also previously with Pepsi Co International, McDonald's and brand consultancy Clear.

Earlier in January this year, Pernod Ricard Malaysia named Faye Yong its marketing director. Yong was previously with Vinda Group SEA, a company that produces hygiene products, for about four years. In a statement to Marketing, Yong said she is responsible for marketing and will oversee the whole Pernod Ricard portfolio for Malaysia. 

Separately this week, one of Pernod Ricard's brands Martell appointed UltraSuperNew as its agency for integrated duties across ATL, BTL and social for the Singapore market for a period of a year, with the option to extend for another. Marketing understands that a total of seven agencies were vying for the account. Previously, UltraSuperNew worked in tandem with Ogilvy for Martell’s executions.

When asked about marketing plans, Aaron Yang, group brand manager for Pernod Ricard Singapore explained that the brand is looking reach out to a younger audience moving forward through digital executions. “While we haven’t yet seen any decline in sales for the brand, we are committed to not rest on our laurels and would like to evolve the brand to remain relevant with the younger consumer base, while ensuring an on-going relationship with our current brand advocates.”

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