Grey revamping Malaysia ops

  • Business
  • Saturday, 25 Jan 2003

GREY Global Group has announced a complete restructuring of its advertising operations in Malaysia. This restructuring will include for the first time a team of vice-presidents for its advertising arm Grey Worldwide, each heading a dedicated “Synchronised Team” of brand communication specialists.  

The agency said in a statement that the restructuring followed Grey’s recent introduction of its proprietary Synchronised Marketing approach, which was specially developed to optimise the marketing communications mix to achieve the most cost-effective business solutions for clients’ brands. 

Chris Leong

In addition, with just one to three accounts in each vice-president's portfolio, clients will be able to look forward to even more dedicated and specialised agency teams, as well as enhanced senior management involvement. 

The newest such appointment by Grey Worldwide is industry veteran Lawrence Chan, who has been hired as vice-president, heading up the Synchronised Team responsible for First Mobile Group (sole distributor of Samsung mobile phones) and United Straits Fuso (sole distributor and assembler of Mitsubishi commercial vehicles), two recent new account wins by Grey in Malaysia. 

Chan said: “This is indeed a thrilling time for me to return to my former home, Grey Malaysia. Grey has grown tremendously in the five years since I first worked here and I must say I am happy and proud to once again be a part of the Grey family. Samsung and Mitsubishi are both outstanding brands to work with; I’m looking forward to further developing these blue-chip accounts with my new team and showcasing Grey’s brilliant creative capabilities.” 

Chris Leong, president of Grey Global Group (South-East Asia), commented: “Lawrence is a truly valuable asset to Grey and we are both happy and excited to welcome him back.  

We firmly believe that his tremendous experience and background, coupled with his ‘hands-on’ management style, will prove to be a winning combination for this Synchronised Team.”  

Other Synchronised Team Brand Leaders within the Grey Worldwide include vice-president Ong Bee Lin (GlaxoSmithKline, ING Insurance and Effem Malaysia (Mars)), and vice-president Subarna Prabakar (Procter & Gamble), both of whom were promoted to take on these newly created positions.  

“These are truly exciting days for Grey here in Malaysia. Not only are we experiencing a surge in new business wins, but we are also putting in place a new structure that has proven to be extremely effective in Grey offices elsewhere in our global network,” Leong said. 

“Added to that, this will also enable us to tap onto and optimise upon the many fantastic talents we have here at Grey Malaysia – each of whom have great passion and commitment for what they do,” she added. 

Synchronised Team brand leaders take on a “media neutral” role to work with the team, comprising specialists in the respective marketing communications disciplines, to find the most suitable marketing communications mix to meet the clients’ objectives. 

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