Grey Expands Roles of Irene Wong and Graham Drew to Include Grey Singapore & Malaysia

Grey Singapore CEO Konstantin Popovic also announced he will leave to focus on work in sustainability.

Grey Malaysia CEO Irene Wong and Grey Malaysia Chief Creative Officer Graham Drew will be taking on full commercial and creative responsibility across the Malaysia and Singapore studios.

As CEO of Grey Malaysia & Singapore and CCO of Grey Malaysia & Singapore, Wong and Drew will have equal responsibility across the two offices, taking full advantage of the greater pool of resources and talent.

It was additionally announced that after eight years at Grey Singapore and thirty years in the industry, Grey Singapore CEO, Konstantin Popovic will leave the agency at the end of the year to refocus his career on sustainability. Wong and Popovic and their leadership teams will work closely over the next three months to ensure a seamless transition, Grey said.


“This is such an exciting opportunity for us and the teams and a chance for synergy,” said Wong.

“The truth is every studio has things that they are great and not so great at, being able to fill each other’s gaps and becoming a stronger unit across the board is what this is all about.”

Drew added: “One of the better things we learnt over the past few years is that utilizing talent shouldn’t be dependent on geography. Exposing the Singapore team to the creative talent of Malaysia and vice versa will be inspirational on all fronts and will be reflected in the work”.

Commenting on his departure, Popovic said, “The planet needs all the help it can get, so creating a positive impact will be my mission for the next 30 years”.


Konstantin Popovic

A high-profile member of the Malaysian ad scene, Wong previously held posts at Leo Burnett and Naga DDB before coming to Grey. She rose to the CEO position in 2015. “Under her stewardship, the business has continued to grow year-on-year, with a healthy and stable mix of local and international clients,” Grey said in a release.

Originally from the UK, Drew arrived at Grey in 2014. As CCO he has led the team to creative success and noteworthy pitch wins, including Carlsberg, Tesco, Telekom Malaysia, and WWF.

His work has also won at all the major international award shows, such as; Cannes Lions, D&AD, One Show, Effie, Adfest, AdStars, and Spikes Asia. In 2020, Drew was named Campaign Asia’s Creative Person of the Year for Southeast Asia.

Over the past four years, he has successfully led borderless work across the network for clients such as SK-II, Enfagrow, Hong Kong Tourism Board and multiple projects as Global ECD for Carlsberg. Drew is also the Chairman of the APAC Creative Council and a member of the Grey Global Creative Board.

“Irene is an astute leader and her ability to create, build and inspire teams are unmatched,” said Nirvik Singh Global COO & President International, Grey Group.

“As we turn the page to a new chapter for Grey Singapore, I can think of no one better suited to take the reins. She will build on the strong foundation of our network and drive lasting value for clients in today’s disruptive market environment.”

“Graham’s work shapes culture. He has been instrumental in taking Grey’s creativity to a global level. He’s a natural storyteller whose energy and expertise are great motivators, and his multi-award-winning campaigns will be discussed for many years. He avails every opportunity and is always ready to make the next ground-breaking, ‘famously effective’ work for our clients.”

On Popovic’s departure, Singh added: “I also want to thank Konstantin and wish him great success in all his future endeavors.”

More: Q&A: Konstantin Popovic – ‘Nobody Cares About How Efficient an Operation You Run if the Work is not Stellar’

Bobby McGill

Bobby McGill

Bobby is the founder and publisher of Branding in Asia.

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