Maxus’ Metalworks expands Asia footprint; hires Mark Shu as technology producer

Tom Kelshaw, director of technology for Metalworks, who moved to Singapore and started the Maxus R&D outfit a year and a half ago with Nico Abbruzzese, told Campaign Asia-Pacific that the organization is set to emerge from 'stealth mode'.

"Our initial focus was in Asia, as Asia is the strongest region with a lot of fast-growing clients, hence lots of opportunities for innovation," Kelshaw said. “Our work is looking at emerging trends in technology, art and design to see how they could solve clients' business problems.”

The team started with only two full-time staff but now has expanded to 10, with one in Bangalore, eight in Singapore and now Shu in Hong Kong.

"Our team is now more sizable and it is very important to expand our network footprint," he said. "We will launch some new works, which have been developed out of Asia, in London, Italy and Switzerland in the next few months."

Shu (pictured) left Media Palette last month and joined Metalworks two weeks ago. He has already been working on two projects for Maxus Australia. In the newly created role, Shu said his main focus is R&D project management and "how to get things done, from strategic planning to execution—from nothing to something".

Shu will be focusing on Japan, China, Hong Kong, the Philippines and Australia. He will also spend some time in Singapore and will work on projects for clients such as  L'Oréal, Fiat-Chrysler Group, Jetstar and Tesco in Malaysia.

Shenzen will also be an important hotspot for Shu, Kelshaw said, adding that Shu will visit there multiple times including participating in the Maker Faire in April. “Shenzhen is a massive manufacturing hub for electronic technology," he said. "You can’t get all kinds of technologies from shopping malls, sometimes you need to go for stuff in where they are produced.”

Shu started his career as a web developer in a digital agency - Organic, which is under the Omnicom Umbrella in Canada. He worked with clients like Chrysler, Nike and Bank of America, before bringing his expertise to Hong Kong, where he worked for publishing company Questex Asia for two years before joining Dentsu Media Hong Kong.