Jeff Cheong has been promoted to president of Tribal Worldwide Asia, which belongs to DDB Group.
Cheong was previously vice president of Tribal Worldwide Asia and head of Tribal Worldwide Singapore.
He will be replacing Patrick Rona, currently president of Tribal Worldwide Asia Pacific and chief digital officer of DDB Group Asia Pacific, who will be stepping down and moving into a consultancy role in September until the end of the year.
John Zeigler, chairman and CEO of DDB Group Asia Pacific, India and Japan, said, “Jeff has shown great energy in bringing innovative solutions to clients across multiple markets. He has helped lift our work in the last one and a half year as vice president of Tribal Worldwide Asia as well as heading Tribal Worldwide Singapore.”
In 2008, a year after winning the Singapore Airline business with TBWA, Cheong helped kick-start Tribal DDB Singapore.
In a span of five years, Tribal Worldwide Singapore has grown to 120 staff. Under Cheong’s leadership, Tribal has built an expertise on delivering innovative digital-to-life solutions for regional clients such as Unilever, McDonald’s, Changi Airport, DBS, StarHub, Ministry of Communication and Information and National Library Board.
Cheong said, “We are really excited about our APAC centres of excellence in Singapore, China, Australia — and the Group’s acquisition of 22Feet Tribal Worldwide in India early this year. I’m looking forward to making digital creativity our hallmark in all key markets and across the region.”