Shirley Tay will become CEO of Ogilvy Group Singapore on 1 January 2026, overseeing streamlined operations across Ogilvy Singapore and Grey Singapore while preserving their distinct identities. She will work closely with agency leaders to harness collective strengths, as Kunal Jeswani continues supporting regional growth as CEO of Ogilvy Group ASEAN.
Shirley Tay’s appointment as the next Chief Executive Officer of Ogilvy Group Singapore marks a defining moment for one of the country’s most influential advertising networks, signalling a renewed emphasis on collaboration, operational coherence, and creative ambition. Effective 1 January 2026, Tay will assume charge of a complex, evolving organisation that includes two powerhouse agency brands—Ogilvy Singapore and Grey Singapore—each with its own legacy, client base, and creative culture. Her leadership arrives at a time when the communications industry continues to navigate technological disruption, shifting consumer behaviour, and the increasing integration of creativity with data, content, and digital innovation. For Ogilvy, long regarded as a benchmark for brand-building excellence in Asia, this moment presents an opportunity to strengthen its competitive edge by aligning its diverse capabilities while preserving the individuality of its constituent agencies.
Tay is stepping into the role at a time when streamlined operations have become critical for agencies attempting to balance creativity with commercial realities. As CEO of Ogilvy Group Singapore, she will be responsible for shaping the unified operational structure that supports the group’s agencies in the market—ensuring efficiency, shared learning, and strategic cohesion without diluting the independent identities of Ogilvy Singapore and Grey Singapore. This dual approach reflects a growing trend across global advertising networks: the need to harmonise back-end systems and leadership structures while safeguarding the creative and strategic diversity that clients increasingly expect. Tay’s role will require a delicate blend of operational discipline and sensitivity to the nuances of institutional culture, both of which she brings in abundance from her previous leadership experiences in Singapore’s advertising ecosystem.
The appointment also underscores Ogilvy’s confidence in its Singapore leadership bench and its broader vision for the ASEAN region. Tay’s collaboration mandate is clear: work closely with leaders across Ogilvy Singapore and Grey Singapore to harness their collective strengths. This includes encouraging cross-agency partnerships, deepening shared capabilities in areas such as integrated marketing, digital transformation, customer experience, and brand strategy, and exploring opportunities for more cohesive service offerings. At a moment when clients across sectors—from banking and technology to FMCG and government—are seeking partners who can deliver holistic solutions, Ogilvy’s move positions the group as an ecosystem rather than a collection of isolated service units.
Her leadership is also expected to be a strategic connector between local expertise and regional vision. Kunal Jeswani, who will continue to serve as CEO of Ogilvy Group ASEAN, remains committed to supporting the growth of the Singapore market and ensuring that it remains a creative and strategic hub for Ogilvy’s work across Southeast Asia. Jeswani’s continued presence in the regional role provides stability and signifies the organisation’s intent to run Singapore as a flagship market while scaling the capabilities of the network across ASEAN. With Jeswani overseeing regional strategy and Tay leading the Singapore business, Ogilvy appears to be setting up a leadership architecture designed for agility, alignment, and long-term growth.
Industry observers note that the timing of the appointment coincides with significant shifts in how global agencies are restructuring themselves. The rise of AI-driven content generation, high demand for performance marketing, and increased expectations for seamless brand experiences have pushed agencies to rethink their operational models. Singapore, with its role as a regional business hub and its concentration of multinational clients, has become a testbed for these new models. In this context, Ogilvy’s decision to appoint a single CEO to oversee the group’s brands reflects a proactive approach to managing complexity without compromising creative ambition.
The Singapore market itself remains one of the most dynamic advertising landscapes in Asia. It is home to a blend of legacy brands, digital-first disruptors, government-led communications initiatives, and global brands seeking regional leadership. Ogilvy Singapore and Grey Singapore have both played pivotal roles in shaping this landscape through award-winning creative work, strategic campaigns, and robust digital practices. Tay’s leadership will likely focus on deepening these strengths while pushing for more integrated work that taps into the combined talent pool of both agencies. The emphasis on collective capabilities suggests that more fluid collaboration models may emerge, allowing teams to work across boundaries depending on the needs of the client and the nature of the brief.
Within Ogilvy’s global network, Singapore has always held a prominent position, and this appointment reflects a deliberate investment in strengthening that position. Tay’s leadership is expected to influence not just business operations but also talent development, culture-building, and the overall creative reputation of the group. Agencies today recognise that building a strong internal culture is as important as delivering external results, particularly in an industry where talent mobility is high and competition for skilled professionals is intense. Tay’s ability to build high-performing teams and foster a culture of collaboration will be central to sustaining momentum in the years ahead.
Another key dimension of her role will likely involve navigating the evolving expectations of clients, who increasingly seek partners capable of offering both creativity and measurable business impact. As brands invest in ecommerce, data analytics, and AI-enabled marketing tools, agencies are being pushed to innovate faster while staying rooted in strategic thinking and storytelling. Tay’s mandate to leverage the collective strengths of the two agencies positions her well to create multidisciplinary teams that can deliver across the spectrum—from brand identity and content creation to digital transformation and customer experience design.
Her appointment also reflects Ogilvy’s broader commitment to leadership diversity and future-oriented thinking. In a landscape where the role of the CEO is rapidly evolving beyond traditional boundaries, Tay represents a new generation of leaders who understand the interplay between creativity, technology, and business strategy. This perspective will be particularly important as the agency navigates emerging trends, potential new revenue models, and client demands that increasingly favour speed, innovation, and integration.
As the countdown begins toward her official start date in January 2026, anticipation is already building within the industry about how Tay will shape Ogilvy Group Singapore’s trajectory. For employees, clients, and partners, this leadership transition represents both continuity and renewal—the reassurance of established regional stewardship under Jeswani, combined with the promise of fresh energy and integrated leadership from Tay. If successful, the new model could serve as a blueprint for how modern advertising networks can balance brand independence with operational unity.
Ultimately, Shirley Tay’s new role signifies Ogilvy’s confidence in its ability to evolve while staying true to its core: creativity that influences culture and builds enduring brands. As the agency prepares for a new chapter under her leadership, Singapore’s advertising industry will be watching closely, eager to see how this blend of strategic alignment and creative empathy shapes the next era of one of its most iconic agencies.
Discover more from Creative Brands
Subscribe to get the latest posts sent to your email.
