Judd Labarthe and Manasi Trivedi join McCann Worldgroup Singapore in their planning division

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Judd Labarthe and Manasi Trivedi join McCann Worldgroup Singapore in their planning division

McCann Worldgroup Singapore has made two new senior hires, expanding the agency’s strategic capabilities and the bench strength of its planning team.


Judd Labarthe (pictured left) has joined the team as the Regional Planning Director on the agency’s Mastercard business.

In a career spanning account management, copywriting and strategic planning, he’s held positions of regional and global leadership with DDB, Ogilvy, G2 and Grey, in the US, Europe and Asia. He also founded the consultancy ‘Planner At Large’, focused on creative turnaround marketing, startup mentoring and effectiveness consulting. Brands Judd has helped to grow include Budweiser, Westin, Philips, Volkswagen, Leica, Havana Club, Ballantine’s Finest, the Berlin Philharmonic, Nestlé, Dove, DBS and Panadol.

A member of Effie Worldwide’s advisory board since 2008, Labarthe has helped his clients and colleagues win over 60 Effie awards, and was instrumental in launching Effie programs in Malaysia and Sri Lanka, as well as the APAC Effie. He is a frequent judge of Effies and other effectiveness awards at the national, regional and global level, including Effie’s 50th-anniversary “5 for 50” competition.

Labarthe said, “Anyone who cares about effectiveness and understands the role creativity plays in driving it would jump at the chance to join the current world champ in creative effectiveness. I’m excited about helping to develop the effectiveness culture here in the Singapore office – ideally, driven by next-generation Mastercard work.”

Also new to the Singapore office is Manasi Trivedi (pictured right), who has relocated from McCann Worldgroup Indonesia, where she was previously Planning Director. She brings 13 years of experience across agencies including McCann, Ogilvy, Saatchi & Saatchi and Y&R, in Indonesia, India and the USA, and will be focusing on Mastercard SEA in this new role.

A multi-winner of the WARC Asian Strategy Prize, Trivedi has worked across various categories ranging from beauty, finance, automotive, to technology and FMCG, with a wide roster of brands such as, L’Oreal, Wyeth Nutrition, Nestle, Cigna, Perfetti, Lenovo, Starbucks, Burger King, IBM and General Motors.

Driven by a passion for uncovering deep cultural insights, Trivedi co-founded a collective online storytelling experiment called ‘Dsplaced’ that curates people’s evolving idea of ‘home’.

Trivedi said, “When I was looking for the next chapter in my career, McCann worked with me to scout the best opportunity. This position is a great fit, both from a career and personal point of view. I am looking forward to a multi-market strategy role on one of our biggest global clients, while raising a family in a kid-friendly country like Singapore.”

Nick Handel, CEO, McCann Worldgroup Singapore, said, “In today’s increasingly complex, multi-channel marketing landscape, problem solvers like Judd and Manasi have never been more important to a brand’s success. We’re thrilled to be welcoming them to our multi-disciplinary strategy team, and we look forward to their contribution in building on our position as both Campaign Asia’s Integrated Agency of the Year and the world’s most creatively effective marketing services network.”