BBDO SG names new GM as Nick Morrell relinquishes MD role

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BBDO Singapore has appointed Monica Hynds (pictured right) as GM as managing director, Nick Morrell exits the agency. Morrell has been with the agency since 2016 and stepped into the MD role in 2018.

An industry veteran with over 20 years of experience, Hynds worked with the likes of Ogilvy Singapore and J. Walter Thompson for nine years. Then she took on the role of agency head at Spark44, where she managed the Jaguar and Land Rover businesses across Asia Pacific. Hynds joined the BBDO Singapore team in 2020 to lead the expansion of client services within the agency.

JP Burge, regional CEO, said ,“The role of the Singapore office and how it fits into our Asia strategy is evolving, with that, we are building a local offer that suits the market and opportunities within it.” He added that Hynds and creative partner Tay Guan Hin are the foundation of this new strategy as “they are proven operators who bring creative thinking and hustle to the table”.

When asked about her new role and what Hynds’ plans are for the agency in 2021, she said “BBDO has a big comeback in store, this last year was a tough one for our industry, but from a sleeping giant – we are waking up with creative energy and passion to bring innovative business solutions to our clients and we are ready to take the bull by the horns moving forward. We opened the year with a few new business wins and we are excited to continue with this momentum throughout 2021.”

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