Trapper Group looks to grow SEED with hire of Erwin Goh as GM

Trapper Group has appointed Erwin Goh (pictured) as general manager who will be leading SEED, its other media brand under the Trapper Group umbrella. With this appointment, SEED, which was previously known as a content-centric company will become a full-service agency that offers integrated thinking and top-notch media solutions to its clientele. SEED will be a creative-led media agency, closely working with clients and agency partners to deliver business results on campaigns.

Goh has over 14 years in the industry with experience in integrated media solutions for various local, regional, and global clients. Prior to joining SEED, Goh was with dentsu X as a business director and tasked to grow strong brands such as AirAsia, DuoPharma, Galderma, Honda, Heineken, and The Walt Disney Studios.

His passion for media-led creative solutions saw him executing a memorable project for The Walt Disney Studio in 2019, whereby a spectacular drone show lit up the KL city skyline to mark the launch of the movie premiere Avengers: Endgame.

“I’m looking forward to be part of the growth team in Trapper Group, to propel client’s business despite these trying times. We need to constantly challenge the status quo, quickly adapt and be on the lookout for new opportunities. I’m more than honoured to help build SEED’s capability to be the new market challenger,” Goh said.

In his new role, Goh will focus on building an agile team to grow SEED’s clients’ business by developing digital-ready marketing and media solutions that will solve clients’ biggest challenges and impact revenue. This is in line with its sister brand, Trapper’s DNA of being ‘The Growth Engineers’.

Goh will report to Sue-Anne Lim, CEO of Trapper. “We are very excited to reintroduce SEED to the market as a creative-led media agency. Pandemic or not, we are constantly looking for ‘sprinters’ who are helpful, humble and hungry. Erwin is one of them and comes with a proven track-record in developing client and inter-agency partner relationships, as well as growing brands and businesses. He will add substantial value to SEED and steer the brand towards greater revenue share, alongside Trapper,” she said.

Sivanathan Krishnan, chairman, and co-founder of Trapper Group added, “SEED is a young communications agency within our group, founded with very high ambitions. Its strength lies in the fact that it is a challenger brand with deep digital expertise that is focused on delivering value for clients. It will not be handcuffed to tried and tested methods, instead employ an innovative and experimental approach to solving problems. Hiring Goh fits exactly into our future forward goal as he has the right professional attributes in operations, communication, business experience, and leadership abilities to successfully execute on the SEED’s strategy and deliver financial performance”.