Omnicom has consolidated McCann and MullenLowe Singapore under the McCann name, appointing Paul Soon and Gonzalo Olivera to lead the newly combined entity. Although the global framework places MullenLowe alongside TBWA in most markets, Singapore stands out as a strategic exception due to unique business conditions.
Explaining the move, Sean Donovan, President, Omnicom Advertising Asia, said: “This decision follows a detailed, market-by-market review conducted by Omnicom. In Singapore, the size and nature of the businesses made McCann and MullenLowe a more natural fit. The two agencies have a proven history of collaboration in pitching and client work in the market, they bring complementary strengths and share a longstanding IPG heritage. Bringing them together creates a future-ready creative powerhouse for Singapore and the broader region.”
The merger creates a unified creative organisation with expanded capabilities, enhanced leadership strength, and deeper regional support. MullenLowe Singapore adds strong creative credentials, frequently ranking among Singapore’s top agencies, while McCann contributes its extensive global network and regional expertise. Together, the combined setup offers clients a single, scaled partner capable of faster, more holistic problem-solving across Asia.
With the support of Omni’s intelligence tools, Acxiom’s data precision, and Omnicom’s connected content systems, the agency will elevate its data, technology, and production offerings — enabling more effective, modern, and high-performing work across markets.
The integration builds on long-standing cooperation between the agencies in Southeast Asia. Their recent joint projects include Singapore’s Ministry of Digital Development and Information’s ‘Together, for Better’ initiative and the Philips ‘Effortless Rush Hour’ campaign in Thailand.
Beginning 1 January, Gonzalo Olivera will assume the newly established role of President, responsible for shaping the agency’s future direction and overseeing relationships with international clients. His mandate includes aligning strategy, creative, delivery, and operations into a unified structure that ensures a seamless client experience.
Paul Soon will continue as CEO, managing key Singapore-based client relationships and leading the integration of MRM and MullenLowe Singapore Tech. He will oversee key areas such as CRM, digital experience, enterprise solutions, and the unified AI and Adobe partnership work, while also guiding the transition from Interact to Omni. Soon’s focus remains on stability for both teams and clients as the new entity evolves.
Brandon Cheung, CEO of McCann Singapore and Southeast Asia, will continue to support Olivera and Soon during the transition, helping guide teams and clients through early 2026. His involvement has been central to shaping the organisation, and his ongoing support will ensure a smooth process.
Donovan added: “I’d like to take this opportunity to thank Brandon for his full commitment and partnership leading the agency and during this transition process.”
He further emphasized: “Our priority right now is continuity. The two teams have worked together before, and this integration simply formalises a partnership that already existed in practice. Clients will continue to receive uninterrupted support from the senior leaders they already know well. The integration will strengthen client service with stronger tools, deeper expertise, and greater senior attention.”
