Vietnam Business Channel

MullenLowe Creates Mekong Unit to Strengthen Thailand & Vietnam operations


MullenLowe Group, a global communications company that provides advertising, communications, marketing strategy, media and public relations services has reorganized its businesses units in Thailand and Vietnam to create a Greater Mekong division to serve its regional clients.


Neil Holt, MullenLowe Greater Mekong



The new division will be led by Neil Holt, who will be based in Bangkok and report to Vincent Digonnet, CEO MullenLowe Group APAC who is based in Singapore. Holt has enjoyed a 30-year career in marketing, with 20 years of experience in Asia. For 10 years he was the Managing Director of Euro RSCG Bangkok and then the CEO of RAPP Thailand and Managing Director of RAPP / Tribal Worldwide in Beijing from 2011 to 2016. He joins MullenLowe from the Unbound Group in Australia, a combined Communications Agency and Creative Technology Company.

During 2017, MullenLowe restructured its China and Japan operations, and the move to bring the Thailand and Vietnam operations together follows the company’s strategy to simplify operations and bring their profit and loss reports together. The combined Greater Mekong group will bring 150 employees in Thailand and Vietnam together.

The reorganization follows the departure of Michel Borelli, the CEO of MullenLowe Vietnam, who was an icon in Vietnam’s advertising industry. Shannon Cullum, who was previously the CEO of MullenLowe Singapore has replaced Borelli and is now in charge of the Vietnam operations.

In Vietnam, the agency’s clients include Castrol, Coca Cola, Clear, Dutch Lady and The Laughing Cow and the agency has been short-listed in a number of regional creative contests. In Thailand clients include Unilever, A.P. Honda, the Bank of Ayudhya (Krungsri), the Chip Mong Group and MG Thailand.

As with many international agencies in Vietnam, MullenLowe has been struggling to find staff that can meet the standards of global clients and the reorganization into a “Greater Mekong” unit that can count on the assistance of Thailand staff is seen as a bridge that will allow the agency to further advance its operations in Vietnam.

Vincent Digonnet, CEO MullenLowe Group APAC said that, “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.”



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