SINGAPORE – Omnicom Media Group (OMG), Asia Pacific has appointed Anathea Ruys to lead Fuse, its branded content, sponsorship and ideation unit that services clients within the network and its brands, OMD, PHD and M2M. Fuse specializes in strategy and building brand assets in owned and earned platforms and integrating these with paid media.
Anathea will succeed Jeremy Paul, who is departing the organization to pursue other opportunities, as the new Head of Fuse, APAC.
Anathea joins Omnicom Media Group from Mindshare, Melbourne, where she is currently serving as the Managing Director. Prior to Mindshare, Anathea was the Managing Director at Clemenger Harvie Edge, Melbourne. Anathea has also served a ten year stint at Spark Activate, where she grew the agency from a small boutique PR agency into one of New Zealand’s leading activation agencies.
Commenting on the appointment, Cheuk Chiang, APAC CEO, Omnicom Media Group said, “The evolution in engagement means that the onus is on building compelling consumer experiences and delivering them in engaging ways. Media is no longer about spaces for ads but now more about platforms for ideas and innovation. Anathea’s leadership and expertise in building brands and powerful cultures will help in enhancing our value proposition for Fuse and help deliver a
disproportionate return on our clients investments.”
“Jeremy has been an asset to the team and played a key role in developing Fuse and we wish him the very best in his next venture,” he added.
Anathea Ruys said, “The new role is an exciting opportunity to deepen brand connections with consumers and deliver results-driven strategies for clients. I am looking forward to working with the team and reinforce Fuse’s commitment to help our clients maximize brand assets in owned and earned platforms.”
The new appointment is effective mid-July and Anathea will be reporting to Cheuk Chiang.
