Rajiv Jayaraj Joins McCann Singapore as GM and Lead of McCann Content Studios
McCann Singapore has appointed Rajiv Jayaraj as General Manager, reinforcing the agency’s commitment to building a social-first, always-on model for brands in the region. In a dual role, Jayaraj will also serve as Lead of McCann Content Studios, the agency’s integrated social, content, production, and influencer offering.
Jayaraj joins McCann Singapore as a leading practitioner with 18 years of experience across creative, media, and production. He has led regional social and content initiatives — from building social ecosystems for brands such as Lego, Spotify, and MSD to shaping high-profile entertainment and brand partnerships including The Indonesian Next Big Star, Asia’s Got Talent, and ONE Championship, as well as co-producing episodic content with creators. This breadth of experience reflects Jayaraj’s ability to develop scalable, innovative content solutions, aligning closely with McCann’s ambition to help brands drive social-first growth that is culturally relevant to audiences.
A key priority for Jayaraj will be scaling McCann Content Studios into a core growth engine of the agency’s business. He will also play an important role in advancing Singapore’s position as a strategic hub for global brands, building teams and systems capable of supporting multi-market brand activity, as global growth opportunities increasingly shift towards Asia.
Gonzalo Olivera, President of McCann Singapore, said, “We are thrilled to welcome Rajiv to McCann Singapore. His appointment signals a clear direction where we move from a model of responding to briefs to designing and operating integrated systems that continuously drive brand growth. Social and always-on models now sit at the centre of that evolution, and Rajiv’s dual role reflects our commitment to building social as a growth engine, not just a channel for experimentation. Rajiv brings deep expertise, a strong culture-first mindset, and a proven ability to build scalable content systems. This is increasingly critical as our clients accelerate their shift towards social-first brand building.”
Sean Donovan, President, Asia, Omnicom Advertising, added, “It’s great to welcome talent like Rajiv into the Omnicom Advertising fold to build on the momentum the team has already created, particularly on the McCann Content Studios side of the business. Bringing the very best people together is the surest way of producing the best work and I look forward to McCann Singapore’s continued success with Rajiv’s addition to a great leadership team there.”
Jayaraj said: “Storytelling has always been at the centre of how I see the world. Today, the challenge is helping brands break into culture by creating content that people genuinely want to engage with, not just scroll past. McCann Singapore’s ambition to centre social and content in its business model makes this an incredibly exciting chapter, and I’m excited to help shape it.”
Jayaraj’s appointment builds on McCann Singapore’s recently unveiled leadership structure, which unites the capabilities of McCann and MullenLowe, following the integration of both agencies in the Singapore market. The team is led by Gonzalo Olivera (President), Paul Soon (CEO), Daniel Kee (Head of Creative), supported by Esther Yeo (Head of Creative Services), alongside Robin Nayak (Head of Strategy), Mikael Perhirin (Head of Strategy – CRM & Loyalty), Julie Chua (Head of Production), Aishah Haroon (Head of Digital), Serene Ng (Head of Finance & Commercial), Irene Xu (Head of Operations), and Nicole Quiogue Golloso-Kazemi (Head of HR).