DDB Group SG's Gracy Mathovani joins ADNA as general manager

Creative intelligence agency ADNA has named Gracy Mathovani as general manager of Singapore. According to ADNA, the appointment comes after the agency saw its first full year of growth, billing over SG$10 million from nine offices. In her new role, Mathovani (pictured) will be tasked with managing and channelling the growth of the Singapore office to include ADNA as well as its integrated content production studio, DANA.

She will also work alongside Susie Hunt, Michelle Beh, Bellamia Augustina, Gary Tranter, Matt Cullen, Mark Taylor, and Henry Gomez as a member of ADNA's management team. 

David Mayo, COO of ADNA, said that as the industry moves on from COVID-19, into 2022 and towards a future-focused as much on quality as speed, clients value the opportunity to seamlessly conjoin first-party data inputs with creative outcomes. "Mathovani is a calm and natural leader. She clearly understands the new media landscape, and she always puts creativity first. She has led and won pitches and she knows how to lead teams of peers as well as subordinates. And everybody says so," he added.

According to Mathovani's LinkedIn, she was formerly account director (Singapore lead) at DDB Group Singapore for over six years. Prior to that, she was an account director at The Alchemy Partnership for over eight years, and, before that, associate account director at Bate Aisa. Mathovani has also worked in several executive, managerial and directorial roles at agencies such as Y&R and Batey Ads, her LinkedIn stated. 

Mathovani said that it was too good to pass up the opportunity to work with ADNA and its strong lineup of highly-regarded members. “The unique ADNA combination of first-party data being used to inform the quality and maintain the speed of creative outcomes is something that clients clearly want and I can see this from the growth of the company. I am incredibly excited to be a part of leading ADNA and the industry as we unleash the power of this process," she added.

Launched in 2020, ADNA infuses first-party data feedback and analysis into the creative and strategic development process. ADNA was recently appointed as creative agency for Singapore-based social medical app HALZA. The appointment kicked off with ADNA using its combination of research and creativity to support the launch of the new myHalza Pass offering, a digital COVID-19 vaccination passport that enables verification of mandatory medical documentation required for international travel. It was also appointed as creative agency for DBS Indonesia and UK dating app Qemistry earlier earlier in May and July respectively, 

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