Performance marketing

Tug appoints Karen Soo to lead new SEA business | Digital – Campaign Asia

Summary

Digital marketing agency Tug has appointed Karen Soo to lead its newly launched Southeast Asia operations. Soo was formerly head of Reprise, IPG Mediabrand’s performance marketing agency. Prior to Reprise, Soo worked for five years as digital director at OMD. 

Tug has also opened its fifth international office in Singapore.

As managing director of Tug Singapore, Soo will drive new business across Southeast Asia, targeting categories including software, insurance, and fin…….

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Digital advertising agency Tug has appointed Karen Soo To steer its newly launched Southeast Asia operations. Soo was previously head of Reprise, IPG Mediabrand’s efficiency advertising agency. Earlier to Reprise, Soo labored for 5 yrs as digital director at OMD. 

Tug has additionally opened its fifth worldwide office in Singapore.

As managing director of Tug Singapore, Soo will drive new enterprise throughout Southeast Asia, concentrating on packages collectively with Computer software, insurance coverage, and finance. She Goes To oversee Tug’s work and develop the agency’s group Inside the area.

Tug Might have round 5 or 6 people in its Singapore hub by finish of the yr however hopes To assemble out a 20-to-30-particular person unit quickly, Soo claimed.  She Goes to Think about using Tug’s media, inventive and tech capabilities to increase the agency’s enterprise in Southeast Asia.

“In distinction to [earlier than], efficiency advertising has now Discover your self to be a should-do for entrepreneurs,” she contfinished. “It’s bread and-howeverter now and An factor of most corporations’ advertising mix.” Now, enterprisees Want to Think about pushing clients down the funnel and drive conversions—a key focus space and differentiator for Tug, claimed Soo.

Nick Beck, founder and CEO of Tug referred to as Soo “a extremely revered and conagencyed chief” who understood the native market properly And will use Tug’s expertise to most influence. “We now have to be Definitely one of the biggest worldwide digital agency and establishing a base in Singapore, becoming a member of our offices in Sydney, London, Toronto and Berlin, is a key step in attaining that,” he added.

Commenting on her new position, Soo said entrepreneurs Inside the area are demanding elevated measurability and accountability of their efficiency-media spfinish And she or he hopes To make the most of A pair of of the agency’s worldwide learnings with consumers in Southeast Asia. “I’m wanting forward To developing the enterprise throughout the area … (and) currenting an… various to what presently exists,” she said.

Tug, with offices in Sydney, London, Toronto and Berlin, is a specialist in efficiency media. Soo says it makes use of A combination Of information, media, content material and know-how To assist manufacturers extract greater returns on their media investments. The agency’s consumers embrace Price range Direct (Singapore), Straightforward Examine (Thailand), Charlton Media Group (Singapore) and WWF, serviced from its Sydney and London offices.

The selection to launch in Singapore follows developing remits from current consumers and demand from potential consumers. CEO Beck said the enterprise in Southeast Asia is in its infancy and most current enterprisees don’t ship on “huge ensures” they make to consumers. ”We have recognised the time Is true for Tug to convey our… worldwide expertise to Singapore and Southeast Asia,” he added.

Soo additionally said consumers have been demanding a extra assembleed-in strategy from enterprisees, overlaying not simply efficiency advertising, however inventive and tech …….

Source: https://www.campaignasia.com/article/tug-appoints-karen-soo-to-lead-new-sea-business/480325