Dentsu has announced significant senior appointments to enhance its Customer Experience Management (CXM) capabilities across Southeast Asia. Sanchit Mendiratta has been named Chief Growth Officer, SEA, and promoted to Managing Director, CXM, at dentsu Singapore. Additionally, Trishe Goh has been elevated to Senior Director of Growth at Merkle.
Sanjay Bhasin, CEO of dentsu Southeast Asia, emphasized the importance of strong partnerships in navigating the evolving marketing landscape driven by technological advancements and changing consumer preferences. He noted, “Our clients need strong partners who can help them cut through the noise to get to the heart of their customers.”
Chun Yin Mak, President of CXM at dentsu APAC, highlighted the increasing complexity of consumer demographics in Southeast Asia, driven by rising incomes and consumption. He stated, “As competition for consumer time and attention intensifies, we can help brands win with agility, technology, data, and experience.”
Dentsu reported steady growth of Merkle in Southeast Asia, with over 180 employees across Singapore, Indonesia, and Vietnam. Merkle serves key clients such as Toyota, Telkomsel, BPI, AIA, and Royal Brunei Air.
In a joint statement, Mendiratta and Goh outlined their vision: “Our people-based marketing approach helps brands create a competitive advantage to thrive in the experience economy. We have local teams that keep a close pulse on the ground and bring a strong understanding of each market’s dynamics, shaping transformative experiences for the right audiences.”
They further emphasized the importance of integrated solutions: “Our end-to-end integrated solutions seamlessly marry the best of creative, media, and CX to deliver winning strategies for our clients in an increasingly competitive consumer landscape. We look forward to helping more brands win in the era of Southeast Asia.”