Siyuan Aw returns to Singapore as DDB Group Singapore’s new Chief Strategy Officer

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Siyuan Aw returns to Singapore as DDB Group Singapore’s new Chief Strategy Officer

DDB Group Singapore has announced the appointment of Siyuan Aw as Chief Strategy Officer. Effective immediately, Aw will work alongside CEO Jeff Cheong to lead the group’s strategic leadership and grow new and existing client business.


In his new role, Aw will take responsibility for shaping DDB Group Singapore’s multi -category, performance-minded strategic approach across all business solutions.

He joins the executive team to fuel the delivery of Total Experience tm (TX) – DDB’s proprietary suite of core consulting practices that helps clients innovate beyond the expectations of a creative agency. By blending technologists, CX and UX experts, data managers, mobile engineers, and social content producers, TX excels at delivering data-led and digitally run content creativity. Units include customer experience (CX), tech engineering (TE), business consulting (BC), data science (DS), creative & social (CR), and equator innovations (EQ) in partnership with varsity hubs. Aw will also collaborate closely with DDB’s global network to mobilise best-in-class thinking and identify opportunities to collaborate across borders.

Originally from Singapore, Aw has 18 years of experience working and living around the work. He returns home from his most recent post as strategy chief at BBH Shanghai, where he led an award-winning team of strategists. Previously, Aw also held senior strategy positions at Ogilvy London and Saatchi & Saatchi Singapore, working with a staggering number of highly coveted brands across a wide range of sectors, including Audi, MINI, Google, Oppo, Ikea, Burberry, Martell, Guinness, Airbnb, Unilever and Philips, to name a few. The multi-award-winning strategist is consistently recognised at awards shows, including Cannes Lions, AME Awards, Effie Awards, WARC, Adfest and APG Awards. He is also a regular jury member on the local and regional awards circuit.

An avid filmmaker and painter, Aw also champions sustainability in the workplace. He is passionate about pursuing responsible environmental, social, and economic practices that support corporate sustainability that goes beyond the hype.

Jeff Cheong, CEO of DDB Group Singapore, said: “Siyuan has an impressive track record and global experience to expand our line-up of new categories of businesses. We are very excited to welcome him into the fold and double down on our strategic offering and products that upholds our reputation as one of the most effective agencies in Singapore.”

Aw said: “I’m delighted to be joining DDB at a time of great growth. The agency is expanding, and the energy is buzzing. I look forward to working closely with out teams and clients to roll out exciting, effective work.”