SINGAPORE – Interpublic Group (NYSE: IPG) agency Golin announced today the recent hire of Andrea Hui Tesorero as director of strategy to lead the agency’s strategic planning for the group in Singapore. Her remit will focus on a data-driven strategy that will fuel the earned-first creative offerings for Golin’s Singapore clients.
Tesorero reports to Shouvik Prasana Mukherjee, newly promoted chief creative officer, APAC, and will focus on reflecting the agency’s continued investment in building its data and analytics driven creative capabilities. This is primarily designed to predict, mitigate and measure results throughout the entire customer journey.
“Our aim is to evolve the data and analytics team into a strategic function that fuels creativity,” said Darren Burns, president, Asia Pacific, Golin. “Golin’s growth in Asia Pacific is driven by our collaborative approach where analytics and earned-first creative thinking drives positive change for our clients.”
“As brands continue to strive for competitive advantage, they are increasingly engaging with agencies that utilize reliable data sources to uncover actionable insight,” said Tesorero. “Through a suite of tools including the Dashboard, Customer Journey, and the Bridge, I am confident that we are able to deliver a strong point of view in identifying the gaps we need to fill to move stakeholders to action that creates real impact.”
With over ten years of experience in business development and strategic planning in Singapore and the Philippines, Tesoero recently departed from WE Communications to join Golin and brings expertise in data and analytics consulting across technology, healthcare, and consumer practices. She has led teams of data analysts and strategic planners in creating digital audits, market intelligence research, and measurement of brand and campaign performance. Some of her significant client work included Lenovo, F5, and Lazada, among others.
Prior to WE, she led strategic planning at Bonsey Jaden and KRDS for multidisciplinary projects, including digital and social media marketing across SEA for clients including Singapore Airlines, HP, Land Transport Authority, Volkswagen Singapore, Wildlife Reserves Singapore, and Galderma (Cetaphil). She has a Masters degree in Marketing and Consumer Insights from Nanyang Technological University and a Bachelor degree in Multimedia Arts.
