DDB has appointed Jeff Cheong as chief executive officer for its Singapore office, effective 1 January 2022. As part of its succession plan, Cheong will take over the Singapore office CEO role from David Tang, DDB Asia CEO who will also assume the role of chairman for the agency group.

Cheong joined DDB in 2008 as Managing Director and Executive Creative Director of Tribal Worldwide Singapore. Over the years that followed, he put his business acumen and appetite for innovation to work and grew Tribal into an multi-award-winning digital and tech consulting hub. More specifically, Cheong is the author of DDB’s Total Experience (TX) modules that combine creativity and consulting to facilitate business transformation, service design strategy, and growth for clients. Since its launch in 2018, TX has exponential grown to work with clients across Asia, Europe, Australia, and New Zealand.

With more than 25 years’ experience, Cheong has worked with some of the most coveted brands in the region, including Unilever, Nokia, Heineken, Exxon, Johnson & Johnson, McDonald’s, Volkswagen, Citibank, Japan National Tourism Organisation, Singapore Airlines, and Uniqlo. At DDB, he has lead outstanding work for various government agencies, including Singapore’s Public Utilities Board (PUB) and the National Environmental Agency (NEA), to name a few.

One of the industry’s most respected practitioners, Cheong is renowned for his ability to help modernise brands and swiftly bring new ideas to market. In the past few years alone, he has brought multiple Covid-19 related campaigns to fruition to aid and support Singaporeans navigating the pandemic. Highlights include ‘Stronger together’ for the Ministry of Communications and Information (MCI) – a series of short films that went on to rank as the second most emotionally engaging in the world by Unruly and claimed the top 8 of 10 most watched on YouTube’s charts for 1H 2020. Cheong and his team also mobilised community platform IamCCB.sg in a matter of days as a source of news and inspiration during Singapore’s tough circuit break period.

Most recently, Cheong spearheaded the roll out of MCI’s spirited vaccination drive campaign which grabbed international headlines and praise during a live interview on CNN.