Ex-Mandala Group head of marketing and comms launches creative agency

Former head of marketing communications at Mandala Masters, Germaine Woon (pictured), has launched The Foundry Asia, a marketing and communications agency. The agency aims to provide innovative solutions tailored to the hospitality industry, according to Woon when MARKETING-INTERACTIVE reached out.

The agency is structured by its events and creative, commercial marketing, communications and digital marketing departments that will serve the APAC region with a focus on Hong Kong and Singapore markets.

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“I’ve worked in hospitality since I was 16 and I have been very privileged to have the opportunity to work across a wide sector of hospitality- from nightlife, luxury hotels, global spirits, Asia’s 50 Best bars and bar owners to Michelin and World 50 Best calibre chefs and restaurants,” said Woon.

When asked about the inspiration behind the name of the agency Woon explained that the competitive world of F&B needs to break down and analyse components like a foundry that melts complex blocks to produce objects.

“This starts from people with a hospitable vision which then leads to creative storytelling, compelling branding, beautiful interiors, stunning use of craft and ingredients and much more,” Woon explained.

Woon currently helms the company as its co-founder and managing director along with Jocelyn Tse as the manager of marketing and communications of The Foundry Asia and Olivia Zhang as the agency’s social media strategist.

Prior to launching The Foundry Asia, Woon was the head of marketing and communications at Mandala Masters Singapore from June 2022 where she developed a curated network of creators and brands for the group.

Woon also held the role of group marketing manager of JIA Group Hong Kong in August 2018 before being promoted to head of marketing and communications in September 2020, a role she held until October 2021.

Prior to this, Woon worked in companies such as Buzz Concepts, Boujis Hong Kong and the Shangri-L Group in various marketing-related roles.

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