Rupen Desai has been named PR agency Edelman’s executive vice chairman for Asia Pacific, the Middle East and Africa.
The appointment of Desai, the former Asia Pacific regional president for Lowe + Partners, follows the promotion of Carol Potter to CEO of Europe & CIS earlier this month. Desai will be based in Singapore and will report to David Brain, president and CEO, Asia Pacific, the Middle East and Africa.
“Rupen is one of the region’s most starred advertising leaders and will bring that expertise to our evolution towards our new communications marketing model,” said Brain. “His leadership and intimate understanding of what CMOs want and his long experience in the region will elevate our offer for the benefit of our clients and teams across Asia Pacific, Middle East and Africa.”
Desai, who has a 20-year advertising career that has spanned Mumbai, Dubai, Beirut, London, Bangkok and Singapore, is tasked with securing strategic and creative-led brand work for the agency across the region.
“I have been fascinated with Edelman’s unique perspective on brands with an earned core,” said Desai. “I am excited to be part of the journey where we build and partner brands that are social at heart, earned centric and intelligently promoted. I believe brands with such an earned core are essential to generate differentiation and growth, eventually becoming part of everyday culture and colloquial.”