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Text100 names new SG managing consultant, bolsters regional leadership

Text100 has promoted Mabel Chiang to the role of managing consultant for Singapore. She takes over from Marc Ha, who has been appointed managing director, client strategy and business development, APAC.

She also reports to Yeow Mei Ling, who becomes managing director, Southeast Asia overseeing the agency’s operations in the SEA region. Following the move, Chiang will be tasked with the growth of Text100 in Singapore, and also retain the agency’s focus on client satisfaction and employee retention.

Her promotion also comes on the back of seven new retainer client wins in 2018 for Text100 Singapore, of which six were from pitches, the statement added. Some of these new clients include Alipay, Cloudera, PropertyGuru and Qlik. Text100’s long-tenured or growth clients in Singapore include Adobe, NetApp, Red Hat, Rolls-Royce, Swift and Zebra Technologies.

“I’m hugely proud that Chiang has agreed to take up the reins. She is an accomplished, highly-respected leader who embodies what Text100 is all about – committed, talented and people-focused. She will continue to be brilliant as she guides the rocket ship that is Text100 Singapore to even greater heights,” Lee Nugent, regional director, APAC, said.

Chiang said that the agency is meeting more companies that prefer to work with a single agency that can conceptualise, plan, produce and execute an entire campaign across earned, owned, social and paid channels.

“As we grow, we continue to seek out the best talent from the industry whilst developing our existing people in the agency. Training, culture and morale are incredibly important aspects of building a successful, enduring business,” she added.

According to the statement, Text100 Singapore has seen rapid growth over the past twelve months, employing 37 staff. Currently, More than 50% of the agency’s revenues come from integrated offerings such as content and digital marketing, as well as from strategic consulting services such as brand narrative, buyer persona development and crisis management. The company also most recently spearheaded a regional initiative with LinkedIn out of Singapore to get certified as its content marketing partner across APAC.

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