Michael Robinson appointed as Momentum's regional MD

Based in Singapore, this appointment will see Robinson’s remit expanded to include the management of Momentum’s Southeast Asia operation, comprising offices in Indonesia, Malaysia, the Philippines, Singapore and Thailand.

Robinson has worked in Asia Pacific for six years, four of which in Beijing and two in Singapore. He was previously the managing director, Southeast Asia and APAC shopper marketing director at Momentum Worldwide.

Chris Weil, CEO at Momentum Worldwide, “Michael's deep knowledge of this fast moving region, and our agency network, will prove to be invaluable as we seek to maximise opportunities within these important growth markets with our clients in collaboration with our disciplines.”

Robinson, meanwhile, said Asia is still under developed and requires specialised expertise to ensure clients are receiving insightful strategic and creative direction that will enable them to meet their individual expansion plan objectives.

He noted that one of the challenges for clients operating in this region is the lack of sound market data. With more products becoming available and within financial reach of consumers, the competition for share of basket is aggressive.

“Consumers are now in almost complete control of the conditions, such as time, place, format, in which they receive marketing messages, marketers can no longer afford to provide generalised messaging across all communications touch points,” he added.