MullenLowe Singapore’s CEO Shannon Cullum has left the business to take up a global CMO role at mobile influencer platform Jet8.
Cullum has left the agency world to take on a new role, which will see him helping the Singapore-based company to grow outside of Asia Pacific, first starting with Africa.
Cullum had been at MullenLowe for almost two years and prior to that held a variety of roles across the Asia Pacific region for Saatchi & Saatchi, most recently as CEO of Singapore and Malaysia. He also held the CEO role for Saatchi & Saatchi in Russia and has worked in the marcomm industry in both the US and Canada.
While at MullenLowe, Cullum spoke at The Drum's panel event for the Singapore Creative Cities special magazine. He spoke of a need for greater community within the creative industry in Singapore.
Speaking in September, Cullum, said: "Time will be kind to Singapore, as it will attract more global work and more talent, and more and more of the creative industry’s energy will swing this way, simply because of its proximity to Asia. It’s about us in the creative industries preparing to be winners in it and supporting it and I think that’s a big aspect of Singapore- that support mechanic within the creative community isn’t as strong.”
The new role takes Cullum away from agency work and into the technology field as Jet8 is a mobile platform that helps brands connect with influencers. According to Jet8, the platform uses social analytics that’s connected to a digital token system, meaning that influencers can earn from brands and transact using the system.
Jet8 Founder and CEO Victor Zabrockis, explained: “The most valuable thing a brand can have is a community, and a way to directly engage that community. With our technology, brands offer users the opportunity to engage as and when they want, and to earn whilst doing so, and the brands are communicating with the most targeted (and convertible) audience possible.”
The business has deals in place with major retail brands that accept the Jet8 mobile wallet as a form of payment. According to Jet8, it is accepted in 3,000 7Eleven’s across the Philippines, 10,000 Alfamarket and CircleK locations across Indonesia, and 2,500 Shoprite/Checkers stores in South Africa.