Wavemaker Singapore has bolstered its client solutions team with two new hires. Matt Farrington was brought on board as business director while Kei Cendreda has assumed the newly created role of managing partner. Both of them will report to Rose Huskey, managing director of global client solutions.
Farrington was most recently responsible for crafting and operationalising OMD’s strategic and client relationship product in that market, and was a member of the national business management team. He has been in media and communications for thirteen years, helming client, media owner and agency roles. He also has experience across various categories, including finance, destination marketing, consumer goods, quick service restaurants, government and entertainment.
“I’m really excited to be working in the regional team and to be joining Wavemaker, learning from a great bunch of professionals and hopefully imparting a bit of what I’ve learned in my career so far,” Farrington said.
Meanwhile, Cendreda was the country head at MediaCom Thailand, overseeing the P&G media business and managing top level client relationships. She also held leadership roles at Mindshare at Vietnam, Universal McCann at Philippines and OMD at Philippines. Throughout her media agency life, she has handled accounts such as FrieslandCampina, PepsiCo, HSBC, Fonterra Brands, Mead-Johnson and Masterfoods. Cendreda has over 18 years of agency experience, strategic media planning and client management, as well as leadership experience across Singapore, Malaysia, Thailand, Vietnam and the Philippines.
“In this era of ever-changing data and tech landscape, it’s not enough to be just in the ‘digital game’. It’s a must to always: have that ‘innovate-to-win’ mindset, drive the new and the different in all fronts – media, technology and content, create and re-create frameworks to deliver future-proof business models for clients. I am very grateful to Wavemaker for the opportunity and quite excited to lead this thinking with the team and clients as we get into to the next (and next and another next) wave of media transformation,” Cendreda said.
“We are thrilled to have both Matt and Kei on board with us. Their deep knowledge of the industry will make excellent stewardships to the team and together as a Global Client hub, provide consumer-centric strategies and effective solutions to our clients,” Huskey said.