Arthur Altounian to head up We Are Social and Kobe, Evangeline Leong exits

We Are Social has appointed Arthur Altounian (pictured left) as managing director for Singapore, putting him at the helm of both We Are Social Singapore and influencer marketing agency Kobe. This comes as Kobe founder and CEO Evangeline Leong (pictured right) prepares to step away from the business after 10 years.

Altounian joins from WPP Media and GOAT, where he led client growth, go-to-market strategies and commercial operations for creator and influencer marketing across more than 15 APAC markets, including heading operations across Singapore and Malaysia.

He brings more than two decades of experience across media agencies and platforms, with a background spanning social commerce, content and influencer marketing.

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Under Altounian’s leadership, We Are Social Singapore and Kobe will work more closely together while remaining distinct client-facing brands, each retaining its own expertise, clients and proposition. The two agencies will also operate from a shared Singapore office.

The move follows We Are Social's acquisition of Kobe in 2022 and comes as the agency looks to bring its social-first creative capabilities and Kobe's influencer marketing expertise closer together.

Altounian said the opportunity lies in bringing the strengths of both businesses together without losing what makes each distinct.

“What excites me most is the potential in bringing those strengths closer together while keeping what makes each brand distinctive. For our clients, it means more depth, more flexibility and easier access to the right expertise around a brief,” he said.

“There’s a lot of talent across both teams and some fantastic client relationships already in place, so I’m really excited about what we can build from here in Singapore and across Southeast Asia,” Altounian added.

Leong steps away after 10 years

Meanwhile, Leong will step away from Kobe at the end of October, a decade after founding the influencer marketing agency in Singapore. In conversation with MARKETING-INTERACTIVE, Leong said the decision comes as both she and Kobe reach a point where they are ready for their respective next chapters.

When Leong co-founded Kobe with Cha Lin, also known as Cha, influencer marketing was still finding its place within the wider marketing industry. The pair built the agency around a belief in the potential of creators and how they could change the way brands connect with consumers. We Are Social later acquired Kobe in 2022.

“I’ve spent a significant part of my adult life building Kobe. For the longest time, being an entrepreneur wasn’t just what I did, it was a big part of who I was. But over the years, I’ve come to realise that while Kobe is one of my proudest creations, it doesn’t have to be the only thing that defines me,” she said.

For Leong, knowing when to step away is also part of building a company that can eventually grow beyond its founders. She said: 

I think knowing when to let go is just as important as knowing when to build. After 10 years, I feel both Kobe and I are ready for our next chapters.

“I’m not stepping away because I’ve stopped believing in what we’ve built. I’m stepping away because I believe its story can continue to evolve beyond me, and I’m excited to discover what else I can create beyond Kobe.”

Looking back at her decade with the agency, Leong said she is proud not only of the business and its role in the influencer marketing industry, but also of the opportunities it has created for creators and its employees.

Over the years, she said she has watched creators turn their passions into careers and young talent within Kobe grow into leadership positions. Building the agency alongside Cha also became a journey of personal growth, teaching them to navigate uncertainty, setbacks and difficult decisions.

“What stays with me most isn’t the business achievements, but the people we’ve empowered, the dreams we’ve helped realise, and how much we’ve all grown along the way, ourselves included,” she said.

As Kobe and We Are Social work more closely together, Leong sees the move as reflective of a broader convergence between creativity and the creator economy.

She said the boundaries between creative agencies, content creators, technology and culture are becoming increasingly blurred, with the future of marketing increasingly bringing these disciplines together rather than having them operate separately.

“My hope is that this integration becomes a springboard for Kobe and its people to take an even greater leap forward. Not simply to adapt to the future of marketing, but to help define it,” she said, adding: 

And personally, nothing would make me prouder than seeing the next generation of leaders take that vision further than I ever could.

As for what comes next, Leong is keeping her options open. Rather than immediately jumping into another venture, she plans to spend time exploring different industries, learning new things, mentoring and supporting other entrepreneurs, and pursuing interests she has not previously had time for.

She has not ruled out eventually returning to entrepreneurship.

“I wouldn’t rule out building something again. In fact, knowing myself, I’d be surprised if I didn’t! But I’m in no rush to decide what that looks like,” Leong said.

She added, “For now, I’m excited to enjoy the process of discovering what’s next, with the same curiosity and entrepreneurial spirit that led me to start Kobe 10 years ago.”

Suzie Shaw, APAC CEO at We Are Social, said Southeast Asia represents a significant growth opportunity for the agency, with Singapore at the heart of its regional plans.

“Creator marketing is no longer a standalone tactic; it increasingly sits at the centre of brand, social and media planning. Bringing We Are Social and Kobe closer together gives us a powerful platform to do just that, while keeping the distinct expertise that makes each agency special.” Shaw said.

Paying tribute to Leong, Shaw added, “Leong has built an incredible business and team over the past decade. Kobe’s reputation, specialist expertise and standing in the creator industry are a real testament to what she has created. We’re enormously grateful for her contribution and excited to build on that strong foundation with the Kobe team.”

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