Omnicom Advertising Asia Names Six Regional Leaders to Unify Creative Networks

Omnicom Advertising Asia (OA Asia) has announced a six-member regional leadership team under President Sean Donovan, consolidating creative, strategy, and growth functions across its TBWA, McCann, and BBDO agency networks in the Asia-Pacific region.

Six Executives Named to Lead Functional Disciplines Across Asia

The new team reports directly to Donovan and covers six core functions: creativity, innovation, strategy, intelligence, business development, and marketing.

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The appointments are:

• Peter Khoury, Chief Creative Officer
• Melissa Daniels, Chief Innovation Officer
• Emmanuel Sabbagh, Chief Strategy Officer
• Andreas Krasser, Chief Client Partner (also CEO of OA Hong Kong)
• Ellie Brocklehurst, Chief Growth and Marketing Officer (previously CMO Asia at TBWA)
• S. Subramanyeswar (Subbu), Chief Knowledge Officer (also Chief Strategy Officer of OA India)

Khoury, Daniels, and Sabbagh will each maintain their existing roles at TBWA\Singapore while taking on the broader regional responsibilities.

Donovan described the structure as a "plug and play model" that responds to client needs through close collaboration with agencies and individual markets across the region.

"Asia is one of the most complex regions for marketers, but the opportunity here is immense," Donovan said. "We've built a team that simplifies the landscape, combining top talent with an Asia first, future focused mindset, and unprecedented access to resources."

Singapore Anchors Regional Structure as Three Executives Hold Dual Roles

Three of the six regional leaders are simultaneously based at TBWA\Singapore, making it the single largest contributor to the new structure. This approach uses an existing agency as the de facto creative center for the wider region, rather than building a separate standalone headquarters.

Krasser's expanded role as Chief Client Partner, while retaining his CEO position at OA Hong Kong, positions Hong Kong as the network's client relationship anchor for North Asia.

Subbu's appointment as Chief Knowledge Officer is directly linked to Omnicom's acquisition of IPG. He simultaneously serves as Chief Strategy Officer of OA India, making his role a structural bridge between legacy Omnicom and newly acquired IPG capabilities across the region.

The team will use OMNI, Omnicom's AI-driven marketing intelligence platform, to deliver culturally grounded, data-driven insights across Asia's diverse consumer markets.

Restructuring Reflects Omnicom's Broader Global Consolidation

The OA Asia formation is part of a wider global reorganization at Omnicom. The holding company has collapsed its creative portfolio into three agency brands: BBDO, TBWA, and McCann. McCann absorbed DDB, FCB, and MullenLowe as part of that process.

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Donovan reports directly to Troy Ruhanen, OAG's global CEO, positioning the Asia restructuring as a deliberate part of Omnicom's global strategy rather than a standalone regional initiative.

Market-level structures vary. In India, Prasoon Joshi serves as Chair and Aditya Kanthy as President and Managing Director of OA India, both reporting to Donovan. In Australia, OA Asia operates with co-CEOs for BBDO, reflecting a market-specific governance approach.

OA Asia Targets Asia's Fragmented Consumer Landscape

Donovan stated the team's mandate extends beyond individual campaigns. "More than expertise, it's about giving clients the perspective, ambition and access to think beyond the next campaign," he said.

The new regional structure is designed to address Asia's highly fragmented consumer landscape, spanning markets as varied as Japan, India, Indonesia, and Australia, each with distinct cultural and media environments.