McCann Worldgroup Singapore has appointed Judd Labarthe (pictured left) as regional planning director, tasked to oversee the APAC side of the business. While Manasi Trivedi (pictured right) joins the agency to take on the role of planning director in Southeast Asia. Both Labarthe and Trivedi will be handling the Mastercard account.
Bringing 24 years of experience in account management, copywriting and strategic planning, Labarthe has held regional and global leadership positions with agencies such as DDB, Ogilvy, G2 and Grey. Spanning across markets such as United States, Europe and Asia, Labarthe also founded the consultancy “Planner At Large”. Some of the brands Labarthe was involved in include Budweiser, Westin, Philips, Volkswagen, Havana Club, Ballantine’s Finest, Nestlé, Dove, DBS and Panadol, among others.
“Anyone who cares about effectiveness and understands the role creativity plays in driving it would jump at the chance to join the current world champ in creative effectiveness. I’m excited about helping to develop the effectiveness culture here in the Singapore office – ideally, driven by next-generation Mastercard work,” said Labarthe.
Meanwhile, Trivedi was relocated from McCann Worldgroup Indonesia, where she was previously planning director. She brings with her 13 years of experience in agencies such as McCann, Ogilvy, Saatchi & Saatchi and Y&R working in markets across Indonesia, India and the USA. Trivedi has worked across various categories ranging from beauty, finance, automotive, to technology and FMCG, with a roster of brands such as, L’Oreal, Wyeth Nutrition, Nestle, Cigna, Perfetti, Lenovo, Starbucks, Burger King, IBM and General Motors.
Driven by a passion for uncovering deep cultural insights, Trivedi also co-founded a collective online storytelling experiment called “Dsplaced”.
“When I was looking for the next chapter in my career, McCann worked with me to scout the best opportunity. This position is a great fit, both from a career and personal point of view. I am looking forward to a multi-market strategy role on one of our biggest global clients, while raising a family in a kid-friendly country like Singapore,” said Trivedi.
Nick Handel, CEO of McCann Worldgroup Singapore said: “In today’s increasingly complex, multi-channel marketing landscape, problem solvers like Labarthe and Trivedi have never been more important to a brand’s success. We’re thrilled to be welcoming them to our multi-disciplinary strategy team, and we look forward to their contribution.”