WPP’s creative agency Bates CHI & Partners has appointed Sieg Penaverde (pictured sitting) as CEO of its ASEAN office based in Jakarta, Indonesia. Penaverde will partner with Peter Hibberd (pictured standing), executive creative director who joined the agency February this year.
In his new role, Penaverde will be tasked to harness the agency’s creative strength to aid clients in thriving. The Jakarta team currently is 70-strong. Both Penaverde and Hibberd look to capitalise on the agency’s belief in an open source and collaborative approach, key principles vital to continue to provide strong creative output across multiple platforms.
In a statement to Marketing Interactive, a spokesperson said that both Penaverde and Hibberd aim to ensure that the agency is poised to deliver on the evolving demands of its clients’ business. The two leads will also design multi-disciplinary teams to have both the skillset needed and the agility demanded to sprint towards business solutions.
Penaverde brings with him over 20 years of experience formulating business solutions through mix of creativity, consumer centricity and a transformative outlook to business. He spent the last 10 years in Japan, helming regional responsibilities for the Beacon Communications. Beacon was established in 2001 as an alliance between different complimentary companies of Publicis Groupe and Dentsu.
According to Bates CHI & Partners, his regional experience in Asia gives him insights and familiarity on the Indonesian market. Penaverde has also held leadership positions in the Philippines and Mexico for Leo Burnett. Talking about his move to Indonesia, Penaverde said the transformation in Indonesia makes it a perfect time for him to be in such a market.
“The consumer journey from search to conversion in today’s marketing landscape presents a wealth of opportunities and challenges to our client’s business. Our task is to help navigate through all these with the integration of data, technology and creativity fuelled by powerful cultural truths. I am thrilled to work with such a diverse and talented team and help realise the next exciting chapter of Bates CHI & Partners’,” he added.
Meanwhile, recently appointed Hibberd comes with 15 years of expertise in Australia and five years in Singapore managing Mastercard across the APAC region. He last helmed the role of creative director at McCann Worldgroup, handling clients such as Microsoft, OCBC Bank, Ferrero and Mastercard. Hibberd said he is excited to continue to grow the reputation Bates has built up over the years in Indonesia, especially with the support of creatives who are keen to push the boundaries.
According to former Bates Indonesia CEO Ramanathan, who is also the group CEO of Ogilvy Indonesia, Penaverde and Hibberd are a great combination as both individuals have led regional teams for iconic brands, across markets doing transformative, modern work. “They are both at the top of their game and their combined dynamism will bring a new dimension to Bates CHI Jakarta,” he said.
“Bates in Indonesia has built its creative reputation having done famous work on big brands. I am sure the collaboration of Hibberd’s new age-skills and Penaverde’s transformative brand of leadership will set new benchmarks for share-worthy, buzzy work that sells,” Adrian Miller, group CCO, Ogilvy said.