Wild Advertising & Marketing's founder and MD steps down

After 14 years at the helm, Ai Ling Yeo (pictured), managing director and founder of Wild Advertising & Marketing, has stepped down from the role, as confirmed by Yeo to MARKETING-INTERACTIVE. 

"It was time for a new chapter in my entrepreneurial journey. Founding Wild from scratch, investing my own savings, and nurturing it into a thriving business has been a defining experience," said Yeo in a conversation with MARKETING-INTERACTIVE.

"My team became my second family, and together, we achieved remarkable highs while weathering inevitable challenges. I'm immensely proud of the talent we've cultivated and the impact we've had on clients' success," she said. 

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In her time there, Yeo explained that some of her proudest achievements were challenging industry giants as a local agency with "underdog grit" which not only earned the agency the trust of major brands but also validated its belief in its capabilities.

"I'm also proud that we upheld our commitment to authentic, impactful work by never doing scam work and prioritising creative effectiveness," she said. She added that she was also proud that the agency adapted swiftly to the pandemic crisis by pivoting its strategy to focus on strategic retainer work for social media and content marketing, showcasing its resilience and ability to thrive in adversity.

"This also led to winning many profitable accounts despite the challenging times," said Yeo. 

"The acquisition by Prap Japan Group during the pandemic also marked a significant milestone, underscoring our value and potential on a regional scale," she said.

Yeo will be embarking on a new venture called The Intentional Consultancy, aimed at empowering marketers to excel in creativity and persuasion.

"With many marketing organizations developing in-house creative expertise or hybrid capabilities, mastering creative strategy and thinking is crucial for their success, particularly in an AI-driven world," said Yeo. 

"Through customised guidance and workshops tailored to the specific needs of each marketing department, I aspire to foster true mastery in today's evolving landscape. Additionally, I'm pursuing a long-held dream of developing a business centered around children. These ventures represent my commitment to innovation and making a meaningful impact in diverse spheres," Yeo added. 

Replacing Yeo in the managing director role will be Hiroaki Yamamoto, she confirmed. 

Prior to starting Wild Advertising & Marketing, Yeo was with Lenova ASEAN for five years. She joined in 2005 as its marketing manager and climbed the ranks to become the head of marketing at Lenova ASEAN. She has also held roles in IBM and DDB in her career. 

The news comes shortly after Singapore's national social security system Central Provident Fund Board (CPF) has handed its social media remit to Wild Advertising and Marketing and Uniform, according to GeBiz documents seen by MARKETING-INTERACTIVE. 

As the social media agency of record, Wild Advertising and Marketing is responsible for the overall content strategy and creative production across all of CPF’s social media platforms including Facebook, Instagram, YouTube, Telegram and TikTok, said Ng Hwei Yun, client services director at Wild Advertising and Marketing when MARKETING-INTERACTIVE reached out. 

"We are also responsible for day-to-day monitoring, community management services and performance reporting for our published content," added Ng.

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