BBDO Singapore appoints Melvin Kuek as CEO; Monica Hynds to depart at month’s end

BBDO Singapore has appointed Melvin Kuek as their new CEO, to push creative boundaries and drive greater results in the year to come. In addition, Monica Hynds, who took up the Managing Director role in March last year, will be departing the agency at the end of this month.

With a career spanning 25 years, Kuek has held leadership positions at top integrated agencies and was a partner in 2 successful agency start-ups.

He has also recently been appointed Vice-Chairman of the Global Esports Federation’s Metaverse Council which aims to drive thought leadership and education promoting the integration of esports and gaming with VR, Web3 and Web4 related technologies.

Kuek said: “I am psyched and honored to join and work with Guan Hin; a renowned creative leader and a great person as well. BBDO’s ethos is about “The Work. The Work. The Work” and this is 100% a belief I share and will continue to evangelize. Having spent time immersed in the esports/gaming and also the Web3 space, I am looking forward to integrating my experience in these spaces to developing BBDO Singapore’s skillsets and offerings further to push boundaries.”

“Melvin’s vast experience will add depth and innovative thinking. His understanding of future trends and ability to capitalise on what’s next will ensure our client’s business remains effective and relevant. We never worked together, but we often bump into each other. I am definitely excited about the possibilities our partnership can unlock”, says Guan Hin Tay, Creative Chairman, BBDO Singapore.

Tan Tze Kiat, CEO of BBDO Asia, said: “I couldn’t imagine a better choice for this role. Melvin has the perfect combination of industry experience with passion for innovation, and in today’s market, innovation is key. I’m confident that Melvin’s background in the metaverse and dedication to embracing new trends will yield some really awesome work this year, that will not only feel fresh but also push into new creative frontiers”.

Kuek will take up the position of CEO of BBDO Singapore effectively today as the first Singaporean CEO to lead the agency in a while.

Guan said: “Her contributions to BBDO Singapore have been priceless, and we are grateful for everything that she has done during her time with us.”