Mimi Lu has been named in the newly-created role of head of insight and intelligence Asia-Pacific, while Richard Reid has been moved into the role of head of media strategy Asia-Pacific at the company. Both will be based in Singapore.

Lu previously led the media strategy team at Dentsu Asia-Pacific, and in her new role will lead the development of insight products across media, creative and customer experience management (CXM).

In addition, Lu will work closely with the Asia-Pacific product and development team on new product innovation, embedding intelligence across planning disciplines and using insights through Dentsu’s regional partnerships.

Reid will lead Dentsu media’s strategy function, and was previously integrated strategy partner, solutions for Asia-Pacific at Dentsu.

Both leaders will report to Clay Schouest, chief strategy officer Asia-Pacific at Dentsu.

Schouest said: “Mimi and Richard are proven leaders who have helped shape how we deliver meaningful growth for clients.

“Their progression reflects our commitment to nurturing talent from within and creating pathways for leaders to thrive.”

Lu added: “I’m excited to help shape Dentsu’s next chapter by building products that bring cultural understanding, data fluency and commercial relevance together.

“The opportunity to work across creative, media and CXM gives us a unique platform to deliver ideas that are both human and high performing.”

Reid said: said: “It’s a privilege to take on this role at a time when the future of media demands bold thinking, creative curiosity and strategic clarity.

“I’m looking forward to building on the incredible work of our teams across the region and helping brands unlock more effective, insight-led growth by connecting media strategy to culture, creativity and commerce.”