The appointment of Brandon Cheung as CEO of McCann Worldgroup Southeast Asia marks a significant shift in the agency’s strategy, with a focus on scaling capabilities across critical areas such as content studios, influencer marketing, audience intelligence, and production automation.
- Key areas of focus for Cheung include:
- Evolution of creative product to align with platform-first, performance-driven work
- Enabling greater integration across Southeast Asia while preserving local nuance
- Scaling next-generation capabilities such as influencer, content, and data-led CRM through investment in talent and partnerships
Cheung, who previously served as chief global client and growth officer for McCann Worldgroup Asia Pacific, brings extensive experience and expertise in managing client budgets and scaling regional growth. “_It’s no secret brands want to win in social in Southeast Asia_,” Cheung states. “Our approach is to help clients build enduring brands in social—by finding their voice and their growth audiences. We’ll continue to scale our offerings in social/influencer, audience intelligence, and production automation to deliver impact, investing in talent and technology while deepening our partnerships with platforms and creators.”Emphasizing the importance of social-first marketing, Cheung highlights the region’s complexity and creative fluidity as a fertile ground for innovation.
Southeast Asia is a region of creative tension, where deeply rooted local storytelling traditions coexist with hyper-digital, always-on consumer behaviors. This unique environment enables the agency to pilot, scale, and localise quickly, with a talent pool that is both resourceful and culturally tuned-in.
- Client budgets are shifting toward influencer marketing at a significant pace, with many brands allocating more resources to social media campaigns.
- McCann Worldgroup Asia Pacific has identified critical areas for growth, including content studios, influencer marketing, audience intelligence, and production automation.
- The agency is committed to investing in talent and technology to drive growth and deliver impact.
Cheung will report to Ghassan Harfouche, president of McCann Worldgroup Asia Pacific, and will take over regional leadership at the end of April. He will build on the legacy of outgoing CEO Nick Handel, who spent 18 years in Singapore and previously led McCann operations in Hong Kong, Thailand, and Singapore.
“I’ve built something special here—high-performing teams, deep client trust, and a reputation for delivering consistent business impact,” says Handel of his tenure. “What I’ll carry forward is that culture of excellence and partnership. Moving ahead, I’m focused on scaling our offerings—particularly in creative collaboration with influencers, audience intelligence, and building more integrated service models across markets.”
The appointment of Brandon Cheung marks a significant shift in McCann Worldgroup Southeast Asia’s strategy, with a focus on scaling capabilities across critical areas. As the region continues to evolve, Cheung is well-positioned to drive growth and deliver impact through his expertise and experience.
| Key statistics: | ||||
|---|---|---|---|---|
| 18 years in Singapore | Nick Handel’s tenure at McCann | |||
| End of April | Date of Cheung’s start as CEO | |||
| Content studios | Influencer marketing | Audience intelligence | Production automation | Critical areas for growth |
As Cheung takes the reins, he is committed to building on the legacy of his predecessor, while driving growth and delivering impact through innovative solutions and strategic partnerships. The appointment of Brandon Cheung as CEO of McCann Worldgroup Southeast Asia marks a significant milestone in the agency’s evolution and a new chapter in the region’s marketing landscape.
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