XM Asia Pacific names Vince Lui's replacement

XM Asia Pacific has appointed XM Malaysia managing director Rueben Anthony to the role of managing director of XM Asia’s Digital Transformation & Consulting Unit.

Anthony (pictured) replaces Vince Lui who has been with the agency for nearly 14 years. Anthony brings with him 16 years of cumulative experience in digital.  In addition to his role as GM of Malaysia, he has over the last two years, led XM Asia’s  Digital Transformation Practice with local, regional and global brands across the telco, financial, tourism and airlines verticals in establishing their digital footprint in connecting with their customers. In this scope, he has worked with brands across Asia, Middle East & Africa.

Anthony joined XM Asia in Singapore in 2006 as an account director on HP and MSIG, and was later promoted to new business director. In 2008, he moved back to Malaysia to establish XM Asia’s Kuala Lumpur office leading the Digital Transformation practice. Anthony, who will be based in Singapore in his new role, will continue to oversee the KL office.

"Anthony has been the key driver to XM consulting growth across the region. He will bring XM consulting practices and key partnerships to new heights,” said Lui.  “I believe we will be hearing more success stories from the consulting team in 2015."

“Anthony has been instrumental in the growth and development of the consulting business, working alongside Lui, so it is a natural move for him to take on the top role.  He is extremely driven and an incredible personality.  I have no doubt that he will be extremely successful in his new role,” said Ivens.

XM Asia’s consulting unit offers enterprise system integration solutions, user experience and information architecture design, digital analytics, eCommerce and consumer digital behaviour research, as well as CRM solutions.  Anthony replaces Vince Lui who has been with the agency for nearly 14 years.