OgilvyAction taps Iris board director as Singapore MD

Martell replaces Jessica Davey who moves to London at the end of the month to take over new responsibilities at OgilvyAction in the UK. 

Martell will assume his managing director responsibilities with OgilvyAction Singapore from the beginning of April. Prior to joining OgilvyAction, Martell was a board director at iris Nation for three years, during this time he set up iris China, with Sony Ericsson as the founding client.

Commenting on the appointment John Goodman, regional president, OgilvyAction Asia-Pacific said Martell's hire is a reaction to increased interest from Singapore in terms of shopper marketing for the region. "Clients are taking the discipline more seriously, seeing it as a strategic issue rather just a tactical one. With the creation of regional shopper marketing roles (clientside) we see increased demand for this kind of work sourced out of Singapore, but for Southeast Asia or Asia Pacific."

He adds that shopper marketing is of huge interest to those Ogilvy Group clients with regional business decision makers based in Singapore, such as Unilever, Coca Cola and Nestle, and also to other clients looking for retail activation.

Prior to iris Nation, Martell held senior roles at Tequila Singapore, Focal Point Marketing Group and The Yellow Submarine.