DDB Group Singapore Appointed as Regional Hub for Shopper Division TracyLocke

DDB Asia has announced Singapore as its regional hub for the Group’s shopper marketing division, TracyLocke Asia. It signposts the network’s drive to offer specialized marketing solutions for its clients via its series of T-divisions (Tribal (digital tech), TracyLocke (shopper marketing) and Track (e-commerce).

TracyLocke Asia will be led by DDB client solutions chief Rowena Bhagchandani as the division’s Managing Director, expanding her current role as Managing Director for DDB Singapore. The launch will help DDB clients tap into the key arena of shopper marketing. Rowena will be supported by a specialized team, including new hires Anne-Marie Leong as Creative Director and Grace Tong as Account Director.

In her new role, Anne-Marie will, together with Grace, spearhead shopper-marketing solutions for key clients in the Asia region, in tandem with the offerings and work that TracyLocke has been doing for Pepsi and Hewlett Packard in the United States. With their vast experience working on clients such as Oral-B, Crest, Vicks, Ambi Pur, Febreze, Olay, Philip Morris Industries, Dhaka Tobacco Industries, Sinar Mas Group & iGene across Asia, Greater China and Europe, the duo will infuse an advanced and specialized shopper marketing skillset into DDB Group. Anne-Marie will also be responsible for auditing, managing and developing work for local markets, tapping into local shopper environment, visual merchandising aesthetics and consumer insights.

“Shopper marketing will unleash strong marketing benefits for our key clients. A good shopper-marketing specialist targets the shopper, beyond the general consumer, especially in that last metre of activating a sales choice. At the heart of shopper marketing is retail, making the most of online, e-commerce, in-store and mobile. We are delighted to have Anne-Marie and Grace on board”, said Rowena.

Commenting on TracyLocke Asia’s first new senior hires, David Tang, CEO of DDB Asia said, “We’re investing in specialist T-shaped talents with our drive for targeted solutions across our T-divisions. It begins with a compelling brand focus but we are increasingly tapping into more effective results for our clients via shopper, in-store, mobile and e-commerce solutions. We now have the specialists to bring out the full marketing potential of our clients’ brands.”