UltraSuperNew names new creative partner for SG office

Independent creative agency UltraSuperNew has appointed Linus Chen (pictured right) as its new creative partner for its Singapore office. He will work alongside Sarah Emmanuel-Cheong (pictured left) who has been elevated to the role of managing director from general manager, in continuation of her focus in bolstering the agency's profit and loss and growth. 

The new partnership will spearhead the diversification of the agency's offerings and enable them to move to the next stage of its growth plans.

Don't miss: Creative agency UltraSuperNew expands into Taiwan, restructures SG team

An experienced adland player, Chen brings with him a wealth of experience. He has spent about 13 years in the industry across Southeast Asia and China and has built and led large creative departments in agencies and in-house settings, running national, regional and international multi-channel campaigns for Budweiser, Sonos, OCBC Bank, Google, IKEA and Samsung.

He joins UltraSuperNew from Tribal Worldwide where he held the role of creative partner for just over three years. Prior to that, Chen joined from GOVT where he was creative group head for just over a year. 

"We're extremely excited to take the agency forward with Chen at its creative helm. As we move the agency forward, we continue to stand for what we always have - ideas that have local resonance, are impactful, and make you look twice. A lot of new things will be happening for both the agency and it's gallery this year and we're excited for the people and partnerships that have got us here, as well as all of those that are to come," said the agency in a statement. 

Adding on, Chen noted that with UltraSuperNew's "unique combination" of having both an art gallery and creative agency, it is well positioned to innovate the art of communications using new forms and formats. "I look forward to working alongside Emmanuel-Cheong and the talented local team to redefine what's new in UltraSupernew in our new partnership," he said. 

Chen takes over from Shivram Gopinath who will be pursuing opportunities in the Netherlands. He will focus on cultural and branding strategy and aims to build a bridge between organisations and creative networks across Europe and Asia.

The news comes shortly after Changi Airport Group (CAG) re-appointed Tribal Worldwide Singapore (Tribal) to head its creative and digital duties for its e-commerce platform, iShopChangi, according to a statement by the agency. The appointment marks the agency's second term with CAG, extending Tribal’s four-year track record by another three years.

Tribal will continue to provide strategic planning, creative and digital services, and customer engagement programmes to strengthen iShopChangi’s brand. Following its reappointment, Tribal will also add retail marketing duties to its scope. 

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