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Y&R creates new role to drive regional network development

12 April, 2012


SINGAPORE — Matthew Godfrey, president Y&R Asia, has announced that Camellia Tan has been promoted to the newly-created regional role of director of network development as part of a company-wide innovation for growth strategy.

Camellia Tan reports directly to Matthew Godfrey, her new role was effective 1 April 2012. She will lead the local deployment of Y&R’s business development strategies across Asia, including the exciting new Y&R Spark Plug, and Zed Pod – which just launched in Indonesia.

Y&R Spark Plug launches in Asia launches in May 2012 starting with Singapore, followed by the rest of the region including Jakarta, China, India and Thailand. Piloted in Y&R New York, Spark Plug is a programme that offers office space for a defined period of time to a handful of interesting start-ups and idea generators that have some track record and loads more promise.

Debuting in Indonesia, Zed Pod’s mission is to jump start digital capability in growing markets. Five specialist graduates, carefully chosen, mentored and sponsored by Y&R, take part in an entrepreneurial programme to form the Zed Pod, a digital agency which the successful candidates will envision, build and lead.

Camellia Tan will also be tasked with marketing and leveraging Y&R’s BAV and Generation Asia research. In its second year, Generation Asia is an in-depth study into attitudes, beliefs and behaviours of a generation of 18-35 year olds, identified by Y&R, as the generation that will be responsible for shaping the future of Asia and of brands in Asia.

“The sheer potential for growth in this region is creating huge opportunities for continuous innovation, and we want to be at the centre of that. That’s why we are actively seeking out people who can add value to our thinking, to our clients, to our capabilities, to new business. We are letting them do their thing — chase their ideas, find great new artists, invent an app. What we get out of it in return—new ways of thinking, introduction to innovative technologies, opportunities for us to forge productive new partnerships— all improve the solutions we deliver to our clients,” explained Camellia Tan, director of network development, Y&R Asia.

Camellia Tan will also use the above initiatives for business development, to drive key regional new business pitches in conjunction with key markets such as China and India. She is also tasked with finding, developing relationships and strategic proposals for acquisition targets to support key markets including China, India, Thailand and Japan.

Commented Matthew Godfrey, president Y&R Asia, “We have an aggressive ‘innovation for growth’ strategy which comprises exciting new initiatives Y&R Spark Plug and Zed Pod, as well as asset acquisition. Camy’s proven track record of managing major accounts and teams makes her the ideal person to lead our network development and help us achieve our business growth goals.”

Camellia Tan was most recently senior regional account director, leading the global Caltex brand renaissance ‘Enjoy the Journey’ campaign across Thailand, Malaysia, the Philippines, Cambodia, Singapore, Hong Kong, New Zealand and South Africa. Her strong track record of managing technology accounts at a regional level, includes the Hewlett-Packard Personal Systems Group account at Publicis Modem, overseeing 14 local markets across the region. Prior to that, she managed Microsoft Asia Pacific at McCann Erickson, and Lenovo (Southeast Asia) at OgilvyOne Singapore.

Media enquiries:
Magz Osborne
Regional Communications Director
Y&R Asia
Tel: +65 6671 3106
Mobile: +65 9029 9271

About Y&R
Y&R is one of the world's leading global marketing communications companies. The agency’s work spans the communications spectrum and reflects the transformation that digital has driven across all media. We bring together the most experienced and most passionate leaders in strategic planning, channel planning, digital proficiency, and creative to create exceptional storytelling campaigns that build strong connections between our clients and their customers all around the globe.

In the past few years, the agency’s work has gained strong recognition by the industry. Y&R moved up to #6 from #14 on the Gunn Report and RKCR/Y&R is #1 in the U.K. and ranks #5 on Gunn's most awarded agency table. In 2010 at Cannes, Y&R was the #3 network worldwide. Y&R New York was the most awarded in the U.S. and #2 worldwide. The agency was also Network of the Year at the Art Directors Club, London International Awards and EPICA. This past year, Y&R added Network of the Year honors from the Dubai Lynx Awards to its credits and held on to the #1 ranking at the Art Directors.

Y&R has 186 offices in 90 countries around the world. Its clients are some of the world’s most prestigious global brands, including Virgin Atlantic, Xerox, Revlon, Beeline, Campbell’s Soup Company, Colgate-Palmolive, Danone, GAP, Land Rover, MTV, LG and Telefonica, to name a few.

About Y&R Asia
The Y&R Asia network is headquartered in Singapore and has offices in China, Hong Kong, Japan, the Philippines, Vietnam, Indonesia, Thailand, India and Malaysia.

The Y&R Philosophy – Resist The Usual
We are united around a single mission: To Resist the Usual. This philosophy is at the heart of everything we do – our approach to business, our creative product, client relationships, our people. We live to innovate, to differentiate ourselves and our clients.

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