WE taps Nooruddin to lead APAC digital strategy

Waggener Edstrom Worldwide has hired Zaheer Nooruddin, formerly regional lead digital strategist at Burson-Marsteller, as VP and Asia-Pacific regional digital strategies lead.

Waggener Edstrom Worldwide has hired Zaheer Nooruddin, formerly regional lead digital strategist at Burson-Marsteller, as VP and Asia-Pacific regional digital strategies lead.

He will report to Matthew Lackie, SVP and Asia-Pacific lead. Prior to his APAC role, Nooruddin was Burson's director and lead digital strategist for Greater China. He has also held senior positions in digital marketing at Edelman, OgilvyOne, BBDO/Proximity Worldwide, and Wunderman.

He takes over the role from Nathan Misner, who has relocated to the US.

Based in Singapore, Nooruddin will lead WE Studio D across the region. WE Studio D is the agency's digital services brand, which includes analysts, strategists, designers, writers, editors, technologists, and video producers. The group has developed campaigns for clients such as 7-Eleven, CSL, Pernod-Ricard, the Singapore Health Promotion Board, and Zuji, according to the agency.

Despite the similar title, the nature of the role is different from the one he left at Burson, Nooruddin told Campaign Asia-Pacific.

"Waggener is an agency I've admired for a long time, and I think everyone knows how well and how smartly they've invested over the past several years in terms of digital and integrated communications," he said. "It's an opportunity to do some amazing work, and I think the independence of Waggener is a key selling point for talent such as me."

The move was a "no-brainer" given that Waggener is "best positioned in the region, and possibly globally, in terms of walking the walk in integrated communications,” he added.

Lackie praised Nooruddin's "entrepreneurship, strong background as a digital pioneer and strategist, and geographical experience" as well as his ability to "translate digital trends into actionable marketing and communications strategies that drive business outcomes.”

This article originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.

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