The Fuse team will be tasked with delivering transformative marketing solutions for clients in the region across sport, e-sports and music
In APAC, Fuse will be built on a new model that leverages the commercial, digital and creative capabilities of OMG’s network
Omnicom Media Group (OMG) on Tuesday announced the official expansion of Fuse, OMG’s sport and entertainment practice, across Asia-Pacific. Headquartered in Singapore, the Fuse team will be tasked with delivering transformative marketing solutions for clients in the region across sport, e-sports and music.
Fuse in APAC will build on the established Fuse network in the UK and across EMEA, where work has been delivered for international brands such as PepsiCo, Nissan, HSBC, Google, and Vodafone. This enables clients in both regions to benefit from scale and specialist local expertise of a globally integrated practice.
In APAC, Fuse will be built on a new model that leverages the commercial, digital and creative capabilities of OMG’s network to help clients modernise their sponsorship strategies through better strategic guidance, smarter digital activation, cutting-edge analysis and delivering faster and more attributable return on investment.
The service will be led by Jonathan Drakes, who played a pivotal role in growing Fuse’s international business out of the UK as its strategy director. Drakes will be based in Singapore and responsible for developing the business across the region, with a particular emphasis on maximising opportunities in Asia. He reports into Tony Harradine, CEO, Omnicom Media Group, APAC and Louise Johnson, CEO, Fuse.
Launching Fuse in APAC underscores OMG’s confidence in the power of sports and entertainment platforms to deliver meaningful results for our clients in a dynamic marketing environment, and under uniquely challenging times, Harradine said. “Our new model for Fuse will enable us to maximise the effectiveness of our clients’ sponsorships by constructing integrated digital solutions that deliver tangible business return on quicker timescales for brands across the Group,” he added.
According to Johnson, the global sport and entertainment rights and media market is evolving at a phenomenal rate, driven by expanding fan bases and new digital media platforms. “This presents fantastic opportunity across APAC and EMEA for agencies that can quickly adapt, at scale. Powered by Omnicom Media Group, Fuse is uniquely placed to do this for our clients in both regions,” Johnson stated further.