So Drama! Entertainment nabs ex-BBDO CEO Melvin Kuek as executive director

So Drama! Entertainment (SDE) has nabbed Melvin Kuek as its new executive director. Starting as executive director (designate) on June 3, 2024, he will officially take over on September 1, 2024, after a three-month transition with current executive director Philip Koh.

In his new role, Kuek will report to the SAFRA Board of Governors.

As the executive director, he will lead and drive the SDE Core management team in shaping SDE by providing a vision, developing a strategy, and ensuring its implementation company-wide, SDE told MARKETING-INTERACTIVE. 

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He will oversee the development of media production capabilities and platforms to engage the target audience, ensuring high-quality, appealing programs that align with SDE’s mission and reach their audience.

He will also spearhead SDE’s innovation agenda to keep it at the forefront of the M&E industry. Furthermore, he will ensure that SDE’s governance structure facilitates accountability and control while maintaining operational efficiency and creative freedom.

Kuek brings over 25 years of experience in marketing and advertising, having held leadership roles at Young & Rubicam, DDB, and BBDO Singapore.

Kuek is no stranger to the advertising industry and was last with BBDO Singapore as its CEO, a role he helmed for just over two years. He was also 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.

His past leadership roles, revenue growth initiatives, and strategic partnership efforts make him exceptionally well-suited to contribute to SDE's success, said SDE.

His expertise in creating and implementing comprehensive communication strategies, building strategic alliances and navigating dynamic industry landscapes will be invaluable in guiding the company towards its goals. This ensures that SDE stays at the forefront of industry trends and audience engagement.

At So Drama! Entertainment, we aim to deliver compelling content on air, on screen, online and on stage. A Singapore media and entertainment company, we have five established brands – CAMOKAKIS, 88.3JIA, POWER 98, Music & Drama Company, and PIONEER – into which we inject fun and creativity, always, it added.

Kuek's vision for SDE aligns seamlessly with these objectives. He aims to solidify SDE's position as a leading media and entertainment company known for inspiring change through compelling content and innovative products on the most engaging audience platforms.

His goal is to cultivate a diverse and inclusive creative ecosystem where talent thrives and innovation flourishes, said SDE. It added that Kuek envisions SDE as a catalyst for positive societal impact and community building by driving meaningful conversations and sparking transformative experiences through its content.

Under his leadership, the team is set to shape the future of media engagement and empower audiences to envision and embrace change, it said. 

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