In an impressive development at the global socially-driven creative agency We Are Social, Christina Chong, the former CEO of its Singapore branch, has been elevated to the position of CEO for Southeast Asia. This strategic move is aimed at bolstering the agency’s standing in the region and facilitating the development of novel offerings at both the local and global levels.
Having been a part of We Are Social since 2016, Christina Chong has displayed exceptional leadership capabilities in the Singapore office. Leading a robust team of 90 professionals, she has steered successful collaborations with eminent brands such as Samsung, Bandai Namco, Netflix, and Amazon.
Also Read: Malaysia Airlines Gains Momentum in India: Surpasses Australia as Main Market
Chong’s expanded role entails spearheading growth initiatives in the Southeast Asia market, a region experiencing rapid maturation. Reporting to Chris Adamson, the Global Chief Operating Officer of We Are Social, she will continue to be based in Singapore.
Singapore, being a significant innovation hub for We Are Social, will witness further enhancement under Chong’s leadership. Her ambit will include strengthening the agency’s virtual influencer creation and production expertise, extending its AI product offering, and crafting extended reality (XR) products aimed particularly at media, fashion, and luxury brands.
Moreover, Chong will persist in her supervision over Kobe Singapore, an influencer agency that was incorporated into We Are Social’s umbrella in 2022. In partnership with Kobe’s local leadership, Chong will create influencer marketing strategies leveraging Kobe’s exclusive patented AI technology.
Prior to joining We Are Social, Chong held the role of Managing Director at Bates, CHI & Partners, and had senior stints at Bartle Bogle Hegarty Asia Pacific, and Ogilvy & Mather.
Acknowledging the growth potential of Southeast Asia, Chong aims to exploit the region’s rapidly evolving consumer base and escalating digital adoption. Her two-pronged strategy revolves around continuing to generate effective social media campaigns and establishing ground-breaking social offerings for the progressively digital market and global clientele.
Nathan McDonald, co-founder and group chief executive of We Are Social, lauded Chong’s remarkable achievements with the agency, emphasizing Southeast Asia’s strategic significance as one of the world’s fastest-growing regions. McDonald envisions enormous untapped potential in the region and looks forward to Chong’s impact on their presence and innovation offering in Southeast Asia.
In related news, We Are Social recently completed the acquisition of Hong Kong’s above-the-line agency Metta Communications, intending to create an integrated creative suite for its clients in Hong Kong. Metta Communications, now rebranded as ‘Metta/We Are Social,’ will join hands with We Are Social’s existing Hong Kong team to deliver top-notch creativity blended with social media expertise.
Source: Marketing Interactive
