SINGAPORE - Matt Collette has been promoted to director of planning and innovation of Zeno Group Asia and will lead its new regional planning and research capability.
In this new role, Collette will be tasked with building a planning and research capacity across Zeno’s offices in Asia. He will also be responsible for building the agency's partnership portfolio and paid media capability. Based in Singapore, Collette will report to Zeno Asia's managing director, John Kerr.
"Zeno Group has grown over 50 per cent across Asia over the past 12 months. This explosive growth has primarily been fuelled by new or expanded social-digital remits from brands such as Audi, Lenovo, Motorola, MSD, Nivea, P&G and Tesco – making the need for cutting-edge regional planning absolutely critical," said Kerr. "[Collette] has deep regional experience and is one of the best planners in the industry."
The aim, said Kerr, is not to build a traditional planning team but one that draws expertise from across brand and content strategy, applies analytics and new approaches to paid media. The has already made a string of hires in Singapore, India, China, Indonesia, Malaysia, and Vietnam.
"Understanding consumer behaviour and grounding campaigns in research-based insights is critical to successfully engaging consumers who are exposed to more touch points than ever," said Collette. "Our focus will be on helping our clients stay ahead of that curve by building a robust planning function which will answer their most pressing business challenges."
Collette has been with Zeno Asia for three years and is credited with driving social-digital innovatiin for global and regional clients.