Tilt Agency snags former M&C Saatchi SG MD

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Creative agency Tilt has named Madina Kalyayeva (pictured) as its new partner and managing director, according to Tilt when MARKETING-INTERACTIVE reached out. The move comes as Tilt continues its trajectory of growth following the acquisition by HM Too and Agile Media in October 2021. Kalyayeva will be reporting to Stuart Helmore, CEO of Tilt in her new role.

Kalyayeva will be responsible for shaping the agency's strategy, overseeing client service, cultivating employee experience and fostering a vibrant organisational culture. Additionally, she is set to spearhead multiple planned expansions, solidifying Tilt's position as a go-to agency for regional and global clients.

One of Kalyayeva's key initiatives at Tilt will be the establishment of a dedicated social media arm and a content production arm. This strategic move aims to provide both existing and new clients with a holistic set of offerings, eliminating the need to tap into external partners for these services, said Tilt.

Her strategic vision and leadership have significantly contributed to expanding the agency's offerings to social content production and PR and furthering relationships with existing clients, it added.

Kalyayeva will be looking after activities in Singapore and the Philippines, she told MARKETING-INTERACTIVE. "For HK, we are planning to widen the offerings and leverage on HM Too to service their clientele."

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Kalyayeva brings a wealth of experience and expertise to Tilt. Formerly leading M&C Saatchi Singapore, Madina played a pivotal role in acquiring clients such as Epson SEA, WWF Singapore, Maybank, and SMU.

She was also formerly managing director at R.S.V.P PR & Lifestyle Communications Agency for close to five years, where she was responsible for building the agency’s luxury clients portfolio and overseeing operations in Singapore and Malaysia.

Kalyayeva also previously worked at Grey Group and McCann Erickson, where she handled clients such as Qatar Airways, Hotels.com, BIRLA Group, Coca Cola, COTY, Luxasia, Leica, YTL Hotels, HUGO BOSS and WWF.

"We are delighted to welcome Kalyayeva to the Tilt family. Her extensive experience and proven track record in the industry align perfectly with our vision for Tilt's future. We are confident that Kalyayeva's leadership will not only contribute significantly to Tilt's success but will also enhance the overall synergy within the HM family," said co-owners William Chan, CEO of HM Too in Hong Kong, and Helmore.

"I am thrilled to be part of its dynamic journey at Tilt. I am eager to leverage all the expertise and knowledge gained from larger agency networks. At Tilt, we are poised to build a cutting-edge ecosystem that seamlessly integrates people and technology," said Kalyayeva.

"As we navigate the ever-evolving landscape of digital and AI, my focus is on crafting innovative solutions that not only meet but exceed the expectations of both existing and new clients. Together, we will elevate Tilt's position as a trailblazer in the realm of creative media solutions," she added.

The news comes shortly after it was revealed that M&C Saatchi Singapore's advertising arm merged its business with its Malaysia branch in November last year in order to make operations "more aligned". The team is being led by CEO Lara Hussein. MARKETING-INTERACTIVE understands that M&C Saatchi Performance on the other hand will remain.

"Under Hussein's ongoing leadership, we are focused on our clients and partners and will continue to evolve our offering as we look forward to 2024," said a spokesperson at the time. "With any change, it is right to look at our team structure and that process has resulted in a small number of senior departures in the Singapore business. I would like to take this opportunity to thank those people for their contribution to the business," he added.

The Singapore office was being run by Kalyayeva, managing director of M&C Saatchi Group Singapore and Ali Shabaz, chief creative officer, who took on the role in 2022. Under their leadership, some of the agency's notable client wins included DFI Retail Group and WWF Singapore.

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