This appointment, which took effect in April, brings the staff complement to seven.
Chen was previously the senior manager, digital at Mindshare. Prior to joining the agency two years ago, she was involved in the marketing role in Beijing and the UK.
Speaking about the expansion of the social-media team, Leela Nair, managing director of Mindshare, noted that the development reflects the agency's commitment to giving clients an integrated offering with search, social media and digital.
“Clients are moving towards a more holistic approach, and we are unique among all the agencies in Singapore because we can offer that to them,” she added.
Chen, meanwhile, said the agency is building more than just community management capabilities.
“As the sheer number of social platforms, and time spent on them, continues to grow, we aim to help clients understand what the implications are on their business. Mindshare has always positioned itself as aiming to be a key business partner to clients. The move to bring social in house is an extension of that offering.”
