LePub Singapore appoints Penny Sadlier as MD: Adds Bruno Andrade, Pedro Pedreira, Ernest Kok and Claudius Keng to creative department

LePub Singapore has strengthened its leadership and creative capabilities with a wave of senior appointments, led by Penny Sadlier as Managing Director. Joining her are Creative Directors Bruno Andrade and Pedro Pedreira, Client Services Director Francesca Babet, Senior Copywriter Ernest Kok, and Senior Art Director Claudius Keng – both recently named among Singapore’s most awarded creatives in the 2024 Campaign Brief Asia’s Creative Rankings.

Sadlier’s expertise building brands and delivering integrated campaigns will be invaluable in driving impact across LePub Singapore’s client portfolio, expanding her role as Managing Director, PG One, where she leads a team managing 14 P&G brands across 12 APAC markets. She continues to report to Amrita Randhawa, Southeast Asia CEO, Publicis Groupe.

“Since opening its doors in Singapore in 2022, LePub’s story has been one of incredible growth and ambition – who wouldn’t want to be part of this trajectory? It’s a huge honour to be leading LePub Singapore into its next era, working alongside some of our industry’s sharpest minds and creative technologists to create brands that truly live in culture,” says Sadlier (pictured above).

With over a decade based in Asia driving business impact for brands, Sadlier’s experience extends from FMCG to F&B, automotive and pharmaceuticals. She has collected many awards along the way from shows including Cannes Lions, D&AD, One Show, and Clios, and was named Campaign Asia’s APAC Growth Leader of the Year in 2024.

Sadlier will work closely with Stephan Schwarz, Executive Creative Director at LePub Singapore, and Bruno Bertelli, Global CEO LePub and CCO LePub Worldwide, building on the agency’s unique proposition to “invent culture forward”.

“LePub Singapore is a vibrant place of growth and innovation, attracting some of the most original and bold thinkers in the region. Rooted in data, creativity, and tech, the team is delivering some of our most exciting and forward-looking work both in Asia and around the world. I can’t wait to see where their creativity leads us next,” says Bertelli, Global CEO LePub and CCO LePub Worldwide.

Randhawa says: “To lead LePub in this next chapter, you need a ton of skills – consummate client leadership, great people and team building skills, the ability to work across countries and cultures, and an impeccable eye for craft and ideas. Lucky for us, Penny has it all in spades.”

As part of its commitment to strengthening its organisational structure, LePub Singapore has also expanded its team with five senior hires. Renowned creatives Andrade and Pedreira join as CDs from Ogilvy Singapore, bringing a deep understanding of craft and an exceptional eye for art direction to their roles.

Babet brings her passion for creative storytelling and business development to LePub Singapore’s client portfolio, including Heineken. She joins LePub Singapore from her previous role as Global Brand Director at Publicis Groupe Singapore.

Kok and Keng have joined from MullenLowe Singapore and ranked equal fourth in the Campaign Brief Asia Creative Rankings of Singapore’s most awarded creatives in 2024. Together they worked on the highly awarded PRISM+ “As Close As It Gets” campaign.

LePub’s global network now includes offices in Milan, Rome, Amsterdam, Singapore, São Paulo, Bogota, Mexico City, Johannesburg, and New York City.