Melvin Kuek takes on CEO role at BBDO SG as Monica Hynds departs

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BBDO Singapore has appointed Melvin Kuek (pictured left) as its CEO, as managing director Monica Hynds (pictured right) steps down from her role in the agency. Kuek is no stranger to the advertising industry and was formerly deputy CEO, VP - DDB Asia at DDB Group Singapore. Prior to DDB Group Singapore, Kuek was with Y&R, before it merged with VML. There, he worked as chief client officer and later as MD for over five years. He has also previously worked in agencies such as The Gate Worldwide, TBWA, and Batey Ads.

During his time away from adland, he took on the role of vice-chairman of the Global Esports Federation’s Metaverse Council, which aims to drive thought leadership and education promoting the integration of esports and gaming with VR, Web3 and Web4 related technologies.

In his new role, Kuek will work in tandem with Guan Hin Tay, creative chairman, BBDO Singapore. Tay said that Kuek's vast experience will add depth and innovative thinking. "His understanding of future trends and ability to capitalise on what's next will ensure our client's business remains effective and relevant. We have never worked together, but we often bump into each other. I am definitely excited about the possibilities our partnership can unlock", he added.

Tan Tze Kiat, CEO of BBDO Asia also said that Kuek’s background in the metaverse and dedication to embracing new trends will "yield some really awesome work this year, that will not only feel fresh but also push [the agency] into new creative frontiers".

Kuek added, "BBDO’s ethos is about 'The Work. The Work. The Work' and this is 100% a belief I share and will continue to evangelise. Having spent time immersed in the esports and gaming and also the Web3 space, I am looking forward to integrating my experience in these spaces to developing BBDO Singapore’s skillsets and offerings further to push boundaries."

Meanwhile, Hynds, who will be departing the BBDO Singapore by the end of the month, joined the agency in November 2020, and has over 20 years of industry experience. She has worked in agencies such as Spark44, We Are Social, Ogilvy, and J. Walter Thompson - now known as Wunderman Thompson. Over her decades of experience, she has worked with brands such as HSBC Singapore, Pizza Hut, Singapore Tourism Board, HP, Unilever, Philips and Resorts World Sentosa, among others. Tay said that Hynds' contributions to the agency have been priceless, and it is grateful for everything that she has done during her time with the agency.

Most notably, the agency saw long term veteran and leader Jean-Paul Burge stepping down from his role as chairman and CEO of BBDO Asia in March, after 18 years with the agency to relocate to Europe with his family. Greater China CEO Tze Kiat Tan will succeed him in the role of regional chairman and CEO.

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