MullenLowe Group has announced the creation of its new Greater Mekong operation and the appointment of Neil Holt as chief executive officer of the new business entity.
The Greater Mekong operation was created to offer a hyperbundled creative, digital and activation agency across Thailand and Vietnam, according to the integrated marketing communications agency.
Holt will lead the new operation, based in Bangkok and will report to Vincent Digonnet, CEO APAC MullenLowe Group. He will be responsible for managing the 150 people operation across the group’s Thailand and Vietnam offices, with key clients including Unilever, Bank of Ayudhya (Krungsri), MG Thailand, A.P. Honda and the Chip Mong Group.
Holt has enjoyed a marketing career that has spanned over three decades at agencies including Euro RSCG Bangkok (now HAVAS), RAPP Thailand and MD of RAPP/ Tribal Worldwide in Beijing and Unbound Group in Australia, where he held leadership roles.
“Importantly, and unusually, Neil has a truly integrated advertising, digital and activation background, on top of a core understanding of the sub-region. There are numerous cultural similarities in marketing across these two countries and we see an opportunity to further enhance our activation and digital solutions with an integrated approach. Neil is the ideal leader to head up this new MullenLowe Group operation,” said Digonnet.
The launch of MullenLowe Group Greater Mekong is the latest step in the building out of MullenLowe Group’s hyperbundled model across Asia, and follows on from the creation of MullenLowe Group China and MullenLowe Group Japan in recent months.
The group announced late in 2017 that MullenLowe Profero founding partner Wayne Arnold was set to depart that agency he founded 20 years ago.