BBDO creates Hard Drive, names lead

BBDO   PROXIMITY   ADVERTISING   HUMAN RESOURCES

• BBDO Proximity launches Hard Drive
• To focus on BTL, online and retail design
• Hires Esther Yue as GM
  

Singapore - BBDO Proximity Singapore has named Esther Yue as its general manager for Hard Drive, the newly launched below-the-line, online and retail design agency.

Yue  will report to BBDO/Proximity CEO Jean-Paul Burge, and is currently operations director for Saatchi & Saatchi Singapore as well as Quay Digital.

"Whilst BBDO delivers above-the-line big ideas and Proximity specializes in digital and CRM, Hard Drive will focus on being a fast moving offer that offers BTL, Digital and Retail capabilities to our clients and beyond," Burge said.

He further added that Hard Drive is looking to make a number of hires in to deliver against "specific client opportunities."

BBDO/Proximity Singapore is currently the agency-of-record for a number of local and international brands such as Mercedes, SingTel, HP, Emirates, NETS, Aviva, Fonterra, J&J and Guinness.