Global Rev Gen Appoints Bosco Anthony as New CEO
Global Rev Gen names Bosco Anthony as CEO, promoting the chief brand officer who transformed the agency into a full-service media innovator across Asia's enterprise and education sectors.
Marketing and digital media agency Global Rev Gen has appointed Bosco Anthony as its new CEO, succeeding Jacqueline Balsamo who departed to pursue opportunities in a new sector. The promotion moves Anthony from his role as chief brand officer, a position he held for more than two years.
Anthony joined Global Rev Gen in January 2022 as head of strategy and growth. Over three years, he helped transform the company into what founder Salvador Klein describes as a full-service agency specializing in media and innovation.
Building Relationships Across Key Sectors
During his time at Global Rev Gen, Anthony strengthened the agency's relationships across enterprise, government, education, tourism, and travel industries. The agency now engages with 50% of higher education entities in its operational markets, demonstrating significant penetration in the education sector.
Mission Media
Klein praised Anthony's unique skill set in announcing the appointment. "His ability to combine strategy, storytelling, creativity, and technology gives our clients an edge that few agencies can match," Klein said.
Anthony is credited with building what the agency calls "one of the region's most progressive marketing supply chains" during his tenure. He will speak at the Mumbrella Travel Marketing Summit 2025, reinforcing the agency's focus on tourism and travel marketing.
Vision for Technology-Driven Marketing
In his new role, Anthony emphasized his commitment to honoring Global Rev Gen's history while driving innovation. "My job now is to honour that history while building what comes next," he stated. "We're designing systems that think, media that adapts in real time, and experiences that feel human at scale."
The vision signals the agency's positioning around AI-driven marketing automation and personalization technologies. Anthony added, "The future belongs to the brave and the prepared, and we intend to be both. Legacy has given us roots, and now innovation will give us wings."
Global Rev Gen plans to expand into emerging areas including cross-border commerce while broadening its domestic and international media buying operations. The agency recently achieved ISO certifications, Indigenous RAP designation, and cyber security accreditations.
Klein noted these credentials position the organization for growth. "We've built an organisation that's both responsible and resilient," he said. "I'm incredibly proud and confident in Bosco taking the reins as we scale into our next phase."
Part of Broader Leadership Shifts Across Asia
Anthony's appointment reflects broader leadership transitions across Asian agency networks during 2025. Omnicom Media Group Malaysia appointed Winnie Chen-Head as CEO, succeeding Eileen Ooi who moved to CEO at PHD Asia-Pacific. Dentsu South Asia restructured with Amit Wadhwa as CEO of Dentsu Creative & Media Brands.
The Indian advertising sector experienced particularly intense restructuring tied to the Omnicom-IPG merger, which created new leadership structures with Prasoon Joshi as Chairman and Aditya Kanthy as President & MD.
VML ANZ appointed Paul Bradbury as CEO following Tom Tearle's departure in 2025, part of regional leadership stabilization efforts across Australia and New Zealand markets.
Anthony's internal promotion after three years demonstrates a deliberate succession planning approach that prioritizes continuity while positioning Global Rev Gen for expansion into new markets and service areas.
Want to stay up-to-date on the stories shaping Asia's media, marketing, and comms industry? Subscribe to Mission Media for exclusive insights, campaign deep-dives, and actionable intel.
