Project Worldwide Shifts APAC Leadership from Sydney to Singapore
Project Worldwide relocates APAC operations from Sydney to Singapore with new leadership appointments, reflecting broader agency consolidation trends in Southeast Asia.
Project Worldwide has shifted its Asia-Pacific operations leadership from Sydney to Singapore, appointing two Singapore-based executives to oversee regional activities as its former APAC director relocates to the company's US headquarters.
Leadership Transitions Signal Geographic Shift
Marc Iacono, who served as Project Worldwide's Asia-Pacific regional operations director, departed Sydney in January 2026 for a vice president role at George P Johnson (GPJ), the network's flagship experiential agency in New York. Rather than replacing Iacono's position in Australia, the company appointed Justin Tan as operations manager for APAC and Tiffany Khor as senior marketing manager for APAC, both based in Singapore.
According to GPJ ANZ managing director Christine Mills, these Singapore-based positions will be "deeply integrated into our new project hub in Sydney." The arrangement suggests a distributed operations model with strategic oversight centered in Singapore while maintaining Australian project delivery capabilities.
Iacono joined George P Johnson in 2017 as head of operations for Australia after working at Momentum Worldwide. He advanced to agency general manager in 2019, then to director of operations for Project Worldwide's parent company in 2023, where he oversaw Asia-Pacific activities.
Experiential Marketing Centralizes in Southeast Asia
The restructuring reflects broader patterns among multinational agencies consolidating Asian leadership in Singapore. The city-state's position as a financial and business hub, combined with favorable tax structures and regional connectivity, makes it an attractive base for companies managing pan-Asian operations.
Mission Media
Project Worldwide APAC CEO Ben Taylor said the restructuring would "ensure the global modus operandi remains synchronized, fostering a more intuitive partnership between our eastern and western hubs." This language suggests the company aims to streamline coordination between Asian and American operations through Singapore's time zone positioning.
Mills characterized Iacono's promotion as "a testament to the high-performance culture we've built here in the ANZ market." Describing the move on LinkedIn, Iacono called it "a massive professional milestone," noting the transition from APAC to "the sheer magnitude and complexity of the US market."
Network Background and Regional Strategy
Project Worldwide was established on October 19, 2010, by GPJ's leadership team under then-CEO Robert Vallee Jr. The network includes principal agencies GPJ, Darkhorse, Praytell, and Wondersauce, offering experiential marketing, creative services, public relations, and digital capabilities.
The shift to Singapore-based regional management may influence how the network services clients across diverse Asian markets. While Singapore offers strong infrastructure and business environment, questions remain about proximity to major growth markets including Indonesia, Thailand, Vietnam, and India.
For marketing executives working with experiential agencies, this consolidation trend warrants attention regarding response times, local market knowledge, and cost structures as regional headquarters concentrate in Singapore rather than distributing across multiple Asian cities.
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.
