Elmwood and MSQ appoint new Managing Director to lead next phase of growth in Asia
Elmwood, the global branding and design consultancy, today announced the appointment of Po Kay Lee as Managing Director, Elmwood and MSQ Asia.
Prior to joining Elmwood, Lee led Stagwell’s creative agency, Forsman & Bodenfors in Singapore as well as the global branding agency, Superunion across Singapore and Asia. Her breadth of experience and award-winning work uniquely positions her to bring together the complementary strengths of Elmwood and the joined-up expertise of the global MSQ Group.
Working closely with Susie Hunt, Regional Chair for Elmwood and MSQ Asia, Lee will lead the growing hub of connected capabilities under MSQ Group in Singapore and support the company as it expands globally. She will also serve as the senior leader for Elmwood’s Singapore and as part of the global leadership team. Lee will report into Elmwood Global CEO, Daniel Binns, and will work alongside Lisa Balm and Jason Braddy, Executive Creative Directors of Elmwood Singapore, who continue to lead the studio’s creative vision and strengthen its reputation for world-class brand design across the region. Andy Edmonds, General Manager of Elmwood Singapore and MSQ Asia, will support Po Kay as he transitions out of his role in Singapore for a relocation to New York after six years in the region.
In this dual-leadership role, Lee will be responsible for the strategic direction, commercial growth and operational success of Elmwood Singapore to shape a next-generation offer that drives brand-led equity and effectiveness through connected strategy, communications and experiences. She will also develop and deliver an integrated offering across Asia, bringing together the best capabilities from across the agencies under the MSQ Group to meet the evolving needs of clients in APAC, including Unilever, Coca-Cola, Hilton and Heineken.
Daniel Binns, Global CEO at Elmwood, said: “Po Kay brings the precise combination of skills and leadership we need for the next chapter of Elmwood & MSQ in Asia. She pairs deep expertise in brand strategy and design with a strong background in communications and content, giving her a unique ability to connect creativity, culture and commercial impact. Just as importantly, she’s a committed people leader with exceptional values and a proven track record of building high-performing teams.
As brands increasingly seek connected thinking across the marketing ecosystem, her leadership will ensure the business can seamlessly draw on the right capabilities to deliver the most relevant offer to every client, creating integrated solutions that are tailored to clients’ evolving needs. I’m confident she will bring together the best of Elmwood and the wider MSQ group to deliver even greater value for our clients.”
Po Kay Lee, Managing Director, Elmwood Singapore and MSQ Asia, “I am excited to have joined a group of entrepreneurial, agile, joined-up leaders, thinkers, and doers who are committed to putting our clients and their evolving needs at the centre of everything we do. The MSQ model is a growth engine designed to unlock brand momentum, and Elmwood cares deeply about putting AI-powered human creativity at the heart of everything. With an unprecedented level of change in our industry, I’m looking forward to unlocking this impact and greater effectiveness for our clients in Asia.”