R/GA has promoted Singapore MD Dorothy Peng (pictured right) and Shanghai MD Chow Sook Ping (pictured left) as VP, MD for their respective markets. With her work focusing on brand design, communications and experience design, aligned to the digital and social world, Peng will continue to lead innovation consulting, brand design and consulting, product design. She will continue reporting to EVP, managing director, of APAC, Tuomas Peltoniemi.
R/GA said Peng demonstrated successful leadership through the pandemic while maintaining a remote working culture. Her promotion is in recognition of the office she has built over the past three years. According to the agency, she has delivered work for the likes of ComfortDelGro Zig, Prudential, Google and Samsung, and has been instrumental in driving thought leadership for the industry.
"My vision is making sure we are well set up and positioned for the future of what work might look like for us. I will also ensure we have the flexibility to accommodate what we as a team need to collaborate and do our best work," Peng said.
Prior to her role at R/GA, Peng was the senior account director for BBDO Singapore where she led two teams on the global work for brands under dairy nutrition company Fonterra, including Anlene, Anmum, and Anchor. According to her LinkedIn, Peng oversaw all the brands' ATL and digital communication for integrated campaigns . She also led P&G’s eCRM platform where she took the role of a business lead on the Golden Households program for five markets, her LinkedIn said, adding that Peng was responsible for account efficiency and profitability.
She was also BBDO Singapore's account director prior to that and led regional work for multiple skin and hair P&G accounts. In her LinkedIn profile, Peng said she was the strategic and business lead for the development of movements in Thailand, Indonesia, and South Korea with regional cross-functional teams, with the purpose of creating national conversations with consumers on cultural issues the brands can stand for. She was also the lead for two teams on the P&G Gillette and Venus regional accounts, and according to her LinkedIn, this included account and strategic lead on regional campaigns for Gillette’s portfolio in Asia and the lead for the integration of work with PR and shopper marketing agencies.
At the same time, Chow will focus on brand design, communications and experience design, while aligning to the digital and social landscape in Shanghai. Like Peng, R/GA said Chow's promotion comes after she demonstrated successful leadership through the pandemic in its Shanghai operations. Chow will also report to Peltoniemi in her new role.
She first joined in 2017 and according to the agency, her appointment was in recognition of transforming R/GA Shanghai to an agency partner for new economy brands and her efforts in expanding the agency’s experience design capabilities. With Chow at the helm, R/GA Shanghai has conceptualised and delivered works for clients such as Boxing Cat, Nike Airmax Day, Nike Dark Horse, Google Developer Day and Vechain’s Experience Design, the agency said. Before R/GA, Chow worked as a management consultant for The Secret Little Agency and MD for Factory Design Labs.
“Peng and Chow have led our Singapore and Shanghai offices respectively for a number of years, and under their leadership, both offices have transformed and grown,” Peltoniemi said. Separately, earlier this year, Kelvin Leong was named R/GA Shanghai's ECD and has over a decade of experience in China and Asia Pacific leadership roles across agencies of all sizes. Among the list of clients he has worked with include Coca Cola, P&G, and Shanghai Disneyland Resort.
Last month, R/GA worked with Samsung to launch the "Make Mom Epic" Mother's Day campaign. It sought to enable and empower Gen Z creators to show the world, and their own mum, that she is "Far from basic", on TikTok and Instagram. The video Samsung shared on its YouTube page has garnered over 13 million views and 294 comments at the time of writing. The video included several TikTok influencers filming with their mothers. The video ended off with a snippet from K-pop artists, BTS, signing off with a collective "Happy Mother's Day" wish. The hashtag "#MakeMomEpic" has garnered over 18 billion views on TikTok at the time of writing.
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