Publicis Groupe names new Leo SG group ECD

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Publicis Groupe Singapore has appointed Asheen Naidu as group executive creative director for Leo Singapore. Leo is the newly formed global network that unites the Groupe's prominent agencies, Leo Burnett and Publicis Worldwide under one leadership.

Naidu will ensure the quality of creative work across Leo Singapore's diverse client portfolio, further strengthening the commitment to delivering integrated solutions that combine creativity, data and technology to build the strongest and most resilient brands globally.

In his new role, Naidu will report directly to Ajay Thrivikraman, Southeast Asia chief creative officer for Publicis Groupe Southeast Asia. He will also collaborate closely with Joanne Theseira, CEO for Publicis Communications Singapore, to drive creative excellence and innovation for clients.

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Naidu brings over two decades of experience in the advertising industry, having held prominent creative leadership positions across Asia and Australia. Most recently, he was executive creative director at TBWA\Group Singapore where he played a pivotal role in elevating the agency's reputation.

Prior to his tenure at TBWA, Naidu served as executive creative director at BWM Dentsu Sydney and held creative leadership roles at Whybin TBWA and The Campaign Palace in Australia.

"The word most often used in the context of creativity is ‘magic’, but perhaps an even more important word is ‘leadership’. Creativity thrives when you’re in the right place, at the right time and in the right hands, and in Naidu, we see all the qualities of a true creative leader,” said Thrivikraman.

“We’ve long been admirers of Naidu’s work, and we’re thrilled to finally welcome him into the fold. The work he’s shaped over his career reflects a rare talent for ideas that are global in relevance, and human in their experience. We’re certain he will bring us even closer to delivering on our client’s ambitions,” said Theseira.

Publicis Groupe kicked off 2025 with the formation of Leo.

According to the company, this comes as global brands and challenges “require outsized creativity” to drive scaled transformation, personalised content and connected brand experiences.

In a statement, Publicis adds that the combined entity Leo will see an expansion and redesign of the Leo Burnett logo, and unites the firepower of one of the most iconic first names in advertising with the roar of a lion. It will have a global creative force of 8,000 creative minds from Leo Burnett and 7,000 from PWW.

Leo is led by Marco Venturelli and Agathe Bousquet who will act as co-presidents, and chief strategy officer Gareth Goodall. Together they are responsible for Leo’s global creative community and culture, that will be activated at the country level through the Power of One. Andrew Bruce, CEO Publicis Groupe Canada, will also take on the additional role of Chairman, Leo North America.

The Leo unit joins Publicis Groupe’s creative roster, alongside Saatchi & Saatchi, LePub and BBH.

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