YouTube hires Don Anderson from We Are Social for APAC kids content role

YouTube has hired former We Are Social regional managing director Don Anderson to be head of kids and learning partnerships at YouTube APAC.

Anderson will remain in Singapore and will be the APAC lead for YouTube Kids and also “wider kids-related partnerships based in Singapore”, according to a YouTube spokesperson.

YouTube Kids, the app that shows content only suitable for kids, launched last year in the US and was followed by launched in the UK and Ireland, Canada, Australia and New Zealand.

Part of Anderson’s role will be to lead the New Zealand and Australian partnerships but YouTube said that it had “nothing to share” on whether the service would be rolled out more widely in Southeast Asia.

YouTube Kids came under scrutiny from the Federal Trade Commission (FTC) in the US last year after consumer groups complained that it “utilised unfair and deceptive marketing techniques”. It decided to stand by its channel-only approach to ads on the app when it rolled out the service outside the US and kept a complete ban on pre-roll ads for food and drink, which it believes to be child-safe.

Anderson was regional managing director of We Are Social, covering the Asia region, a promotion from his original job as managing director of the Singapore office. Prior to that he was SVP of regional strategic digital integration at FleishmanHillard.

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Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

All by Charlotte