Former FALCON CEO Kelvin Koo joins ADK Connect Singapore

Former CEO of advertising agency FALCON, Kelvin Koo, has joined ADK Connect Singapore as managing director. In his new role, Koo (pictured) will be responsible for the growth strategy of the agency's Singapore office, developing new offerings in consulting and digital solutions focused on direct-to-consumer. 

To achieve this, the agency will tap on Koo's expertise and experience to integrate its offerings across creative and production, performance media, data analytics, social, content and lifecycle automation. According to to Koo, the goal is for the agency to offer solutions that connect marketing performance and customer experiences to business results.

“Our ambition is to be the preferred partner of growth companies looking for an entrepreneurial spirit to solve their business and marketing challenges, beyond just campaigns. We want to extend the conversations beyond acquisition and activation into customer lifetime value," Koo told MARKETING-INTERACTIVE.

Koo's appointment comes three months after he left FALCON, which he was with since 2016, as the agency formed the vBase Digital Alliance with Vietnam-based digital agency vBase Digital and Singapore-based location-based marketing solutions provider YOOSE. Following Koo's exit, the local leadership of FALCON Singapore was handed over to Liz Leow, its regional account director. FALCON is currently led by vBase Digital's CEO, Christian Geissendoerfer. MARKETING-INTERACTIVE understands that FALCON Malaysia closed down in September 2018, and its Malaysia team has been working as consultants for the Singapore office since November 2019. 

Koo's new position also follows rebranding efforts of ADK Connect Singapore earlier in July 2019. The rebranding saw Asatsu-DK (ADK) Holdings adopting a new name for its Singapore subsidiary business, as well as the launch of a new company in Indonesia under the name ADK Connect Emotions Indonesia. As part of the rebranding process, ADK also appointed Takayuki Osaki as its CEO of ADK Connect Singapore.

In a statement to MARKETING-INTERACTIVE then, Osaki said ADK Connect Singapore's rebranding signals a deliberate acceleration in its focus and investment in the latest digital and ad tech solutions. The agency first started out as sub-brand within the ADK network with the focus on providing digital-first capabilities to meet the growing demands of its clients. 

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FALCON's Kelvin Koo exits, agency to join Vietnam-based digital alliance
ADK rebrands regional biz, launches new company in Indonesia