De La Pena will join Publicis from TWBA Group Singapore, where she was the general manager. She joined TBWA in 2005 as new business director and was part of the core team that secured the Singapore Airlines business in 2007.
She was later made the global brand leader of Singapore Airlines, setting up the global operating model for eight regional hubs across the TBWA Group network.
Dean Bramham, regional CEO for Southeast Asia at Publicis Worldwide, has held the Singapore CEO post since Sam Cassels left the agency in March. Industry rumours linked Cassels’ move to the departure of BMW Asia from Publicis Worldwide in favour of Y&R.
Loris Nold, Publicis CEO for Asia Pacific and Africa, believes De La Pena will be able to inspire the team and make an impact for the benefit of clients in Singapore and around the region.
The network recently appointed Nold as CEO, Asia-Pacific and Africa. He relocated from Paris to Singapore, and continues to supervise Turkey and Israel.
The appointments of Nold and De La Pena show the agency’s aim to grow in the region, according to Bramham. The network has a huge ambition for Asia, with Singapore playing a vital role as a global hub, he said.
The network, he added, hopes to become a leader in the region following its success at this year’s Cannes Lions festival, where Publicis Worldwide won 42 awards.
“Lou’s experience in global brand leadership and her tenacious, hungry spirit to embrace the challenges of a radically evolving business landscape is a terrific addition to the growing creative and business reputation of Publicis Singapore,” Bramham said.
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