DDB Group Singapore has promoted Jeff Cheong to Deputy CEO, as the agency group sets its sight to accelerate marketing innovation for the future.
Reporting to David Tang, DDB CEO for Asia and Singapore, Cheong’s appointment is part of a long-term succession plan to strengthen the group’s management leadership team. Adding to his current role as Head of Tribal Worldwide in Asia and Singapore, Cheong has also been named on the DDB Worldwide Executive Leadership Team (ELT).
In his new role, Cheong has been tasked with spearheading the agency group’s agile marketing technology solutions, including advancing Tribal Worldwide’s Total ExperienceTM (TX) digital transformation practice. Since its launch in 2018, TX has developed business transformation solutions for clients across the region including Hong Kong Tourism Board, JTC, Gov.sg and iShopChangi by Changi Airport.
“I’m very pleased to see how Jeff has grown and thrived, particularly in pushing the boundaries of digital transformation and content marketing,” said David Tang. “We have great expectation of greater things to come from him, particularly in building more great Singapore brands and agenda.”
Over the last 12 years, Cheong has led in pioneering new products and services for commercial and community growth. In 2016, he led the launch of Equator in partnership with the Economic Development Board of Singapore. The centre of excellence for creative technology started at Temasek Polytechnic and has since extended to Nanyang Polytechnic and is committed to scale up the operation to equip graduation cohorts with advanced skills for the industry.
Most recently, Cheong also served on the advisory panel for the Youth Action Plan/ Somerset Belt programme where young Singaporeans make their mark on the revamped youth precinct as part of the Government’s plan to rejuvenate Orchard Road.
Together with his team, they assumed first responder roles to bring people together in a crisis during the COVID-19 semi-lockdown. They rallied volunteers to show appreciation for front- line workers and created a community site Iamaccb.sg as a marketplace for local SMEs and source of news and inspiration for Singaporeans. Cheong also worked closely with the Infocomm Media Development Authority (IMDA) to launch the nationwide SG Digital programme to close the digital divide for seniors and encourage hawker stalls to adopt digital payments.
Furthermore, a COVID-19 public service announcement video commissioned by the Ministry of Communications and Information (MCI) reminded people to keep safe and embrace new social norms. The rap musical titled ‘Singapore Be Steady’ earned a top spot in YouTube’s APAC Ads Leaderboard during March.
“I am very thankful to be part of an organisation that celebrates diversity of talents and entrepreneurship. With our eclectic group of talent, including business consultants, digital technologists and filmmakers, it gives us the depth and range to be a transformative marketing agency. Our first feature film “初心” (André & His Olive Tree) will premiere in Taiwan on 21 August 2020. With the responsibility entrusted, I am committed to deliver growth for my clients and drive this agency group forward with my team.” said Cheong.
“David and Jeff represent the best of our local heroes contributing at a global stage. It shows the entrepreneurial spirit of DDB and the rise of our Asian talent,” added Marty O’Halloran, Global President and CEO of DDB Worldwide.