MullenLowe to direct Vietnam operations from Singapore

MullenLowe has announced it will move leadership of its Vietnam operations to Singapore under Singapore CEO Shannon Cullum, as Michel Borelli departs as Vietnam CEO after six years.

A spokesperson said MullenLowe Vietnam is "proceeding with business as usual, [and] there no plans to change the nature of the office." The agency is exploring some hires for the office in the near future, but has no plans for new leadership in the country.

"We are committed to the Vietnam market and excited about what we can deliver for our clients there," Cullum said in a release. "I look forward to leading this exciting restructuring that leverages the best we have in our operations in Singapore and Vietnam."

Shannon Cullum

Joseph George, regional president for South and Southeast Asia for MullenLowe Group, said the move is about rethinking traditional structures and "leveraging our strengths".

The agency pointed to its decision in April to move regional leadership for Unilever's Rexona and Signal brands from Bangkok to Singapore as further evidence of this philosophy.

Borelli said he had been discussing moving on for some time, and asserted that the changes will be good for the agency's people in Vietnam, his successor and clients.