Omnicom Media names Jeremy Paul to lead restructured FUSE

Omnicom Media Group (OMG), Asia Pacific today announced that it will merge its branded content and sponsorship unit, FUSE, with its ideation hothouse Ignition Factory under the FUSE brand, to create a one-stop shop focused on strategy and building brand assets in owned and earned platforms and integrating these with paid media. In its enhanced capacity, FUSE will be led by Jeremy Paul, previously Managing Partner of Ignition Factory.

FUSE in Asia Pacific will specialise in branded content, sponsorship, experiential, celebrity management, in-store and social media activity which attract and retain customers.
Newly appointed FUSE lead, Jeremy Paul has a background in communications planning rooted in ideation and innovation. Paul joined OMG’s Ignition Factory in early 2012, having worked for McCann Erickson Japan and MEC’s Global Solutions team in London. While heading Ignition Factory, Jeremy introduced planning based in bespoke consumer purchase journeys, ensuring the right message in the right platform at the right stage, reducing media waste and driving consumer loyalty.

Commenting on the development, Cheuk Chiang, CEO, Omnicom Media Group APAC, said; “The restructuring of FUSE and the Jeremy's appointment further reinforces our commitment to help our clients maximise brand assets in owned and earned platforms. Media is no longer about spaces for ads but now more about platforms for ideas. Jeremy’s background in ideation, communications, and storytelling will certainly drive the growth of our FUSE operation as well as help our clients navigate through the changing media landscape.”

Jeremy Paul said; “Great brands today are built upon how well people know a brand, not just how loud it can shout. The role of FUSE now is to create the brand assets which allow people to get inside the brand, understand and adopt it. We’ll match insight into the consumer purchase journey with provocative execution to create work people want to talk about and which drives sales.” Jeremy Paul will report to Cheuk Chiang and his appointment is effective immediately.

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