TO THE NEW shuts offices in SEA, consolidates in India

Marketing understands that TO THE NEW has been consolidating its digital marketing business in Southeast Asia (SEA) to its headquarters in India. Offices in Malaysia and Philippines were shut last year in January and July respectively. Meanwhile the Indonesia office is said to be ceasing operations in January 2019 and the Singapore office will shut operations on 6 April will mark the end of its consolidation.

Additionally, its digital marketing assistant vice president for SEA Jethro Xu, who was promoted in March last year, has resigned ahead of the company’s announcement to clients in Singapore. Xu confirmed his departure to Marketing, and added that he is currently serving his notice period. He was handling the Singapore and Malaysia offices. Meanwhile, Marketing understands that around nine employees in the Singapore office were let go as a result of the closure, but Xu declined to comment on the matter.

About 10 client accounts will be affected in Singapore, but according to Marketing’s source, they were given the option to continue their contracts with TO THE NEW, which will service them from India. Current clients in Singapore include brands under 3M, LG Singapore, Mazda, and Sompo, while past clients regionally include Standard Chartered Malaysia and Jollibee Philippines.

In a statement to Marketing, TO THE NEW vice-president of marketing Raman Mittal said the company is growing at a compound annual growth rate of more than 50%, and has been heavily investing in “cutting-edge digital technologies” in data engineering, experience design, marketing automation and digital analytics. He added, “We are consolidating our delivery operations in order to provide better value to our customers globally by leveraging the combined strength of over 1000 digital experts in India.”

The India-based agency, which provides digital technologies and digital marketing solutions, currently services clients in other markets as well – India, United States, China, and Dubai. Its last remaining office outside India is in Dubai, which was established late last year.

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