Carbon strengthens growth leadership with new senior hire for SG and SEA push

Creative agency Carbon has appointed Tajjlee Rahim (pictured) as head of growth and client partner, a newly created role designed to accelerate agency growth across Singapore and Southeast Asia while strengthening client partnerships across key accounts.

Tajjlee will oversee growth across both new and existing client relationships at domestic and regional levels, while also playing a senior client partner role in delivery. He will report to Matthew Crescenzo, creative managing partner, Singapore.

The appointment comes as Carbon looks to further cement its positioning as an independent creative agency competing in the Singapore market, with a focus on building regional momentum. The agency describes itself as “local with a global footprint,” rather than the other way around.

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Tajjlee brings close to 20 years of experience across agencies including Grey, Havas, and M&C Saatchi, with a background spanning client leadership and growth strategy across markets.

At Carbon, he will focus on scaling the agency’s growth across Singapore and SEA, while leveraging its integrated model that combines strategy, creative, and in-house production capabilities. The agency positions this setup as key to delivering “platform-smart storytelling” and end-to-end execution under one roof.

Tajjlee said he is particularly drawn to Carbon’s integrated setup and independent positioning, which combines strategy, creative, and production within a single team structure.

Speaking on the appointment, Crescenzo said Tajjlee's appointment strengthens Carbon’s commercial and creative leadership mix.

“I’m excited to have Tajjlee join us at Carbon Singapore. He brings strong industry experience, sharp commercial instinct, and the kind of go-getter energy that fits how we work, with a creative approach to business challenges that makes him a real asset to the team,” he said.

The appointment follows a broader pattern of agencies expanding and strengthening senior leadership in Singapore as competition intensifies in the market. Last month, communications firm Ashbury recently appointed Jane Morgan as chief client officer and head of advisory for Singapore, as it looks to deepen client relationships and expand its strategic counsel capabilities in the market.

Morgan brought experience spanning the UK, Hong Kong and Singapore, having held senior leadership roles across agencies and consultancies. She most recently served as senior managing director at FTI Consulting in Singapore, and has previously held positions at Golin and Edelman.

Experiential and brand activation agency Verve also established a presence in Singapore last year as part of its global expansion, extending its footprint into Asia alongside its existing hubs in Dublin, London and Amsterdam, underscoring continued confidence in the market as a regional base for growth.

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