Mei Cheong Arrives as Regional Business Director of Lowe Singapore
Lowe Singapore has hired Mei Cheong as a regional business director. With ten years of business director experience already behind her, Cheong will leadi the Unilever brand Knorr across South East Asian markets, as well a playing a key role in the agency’s new business advancement across the region.
Cheong’s 20-plus year career experience has been gained worldwide in Hong Kong, London, Kuala Lumpur and San Francisco, with roles on both agency- and client-side.
She joins Lowe after four years as head of brand at Maxis, Malaysia’s largest integrated mobile services provider, where among other things, she transformed the social media marketing to target a new youth audience. She also led the recent Maxis brand transformation from strategy to its implementation.
Prior to Maxis, Cheong worked for Dragon Rouge in London as global client director. Her experience has also spanned roles with Ogilvy, JWT and FCB, handling top-tier brands across multiple sectors.
Rupen Desai, regional president, Lowe Asia Pacific comments of the appointment: “Mei is an excellent addition to the expanding Lowe family. She’s been at great agencies and been a great client and it’s a natural next stop to lead integrated teams to bring our product to a better level. Her international experience on integrated clients makes her a great match for the role here. We have great expectations from Mei, which I am confident she will surpass.”
Cheong comments: “Actually, it’s a bit like coming full-circle for me. My very first role in advertising was with Lowe in Malaysia, and some of my most enduring friendships were forged during my days there. It feels very positive to be back with Lowe, and I’m really looking forward to the challenges ahead.”