Mongoose has announced a series of senior appointments and leadership changes as it targets further growth in North America and Asia following its recent merger with Bray Leino Events.
The sports, lifestyle and experience agency has appointed Neel Chhaya as managing director, Asia, while Alistair Watkins becomes president, North America, relocating to New York to lead its growing US business.
The changes follow the merger announced in September, which brought the two agencies together under the Mongoose name, with more than 175 specialists delivering live events, exhibitions, brand experiences and sports partnerships.
Charlotte Birley becomes managing director, Experiences, expanding her previous remit as managing director, Marketing, to lead experiential, live events and exhibitions across the enlarged business.
Will Dineen, previously group business development director, takes on the role of managing director, Partnerships, overseeing rights holder representation, partnership sales, and brand and rights holder consulting. Grace Mennem becomes managing director, Communications, leading the agency’s communications and PR department, with specific responsibility for luxury clients in sport.
Chhaya joins from DDB Asia and brings more than 18 years’ experience delivering integrated marketing across Asia-Pacific for brands including Audi, Google, Disney and Coca-Cola. Based in Singapore, he will focus on expanding Mongoose’s sports and experiences offering across Asia.
Watkins will focus on growing the agency’s North American partnerships business, drawing on its expertise in tennis, golf, motor racing and sailing. His remit also includes expanding its experiences and major event services from finance and corporate into sport and entertainment.
All five leaders will report to CEO Chris O’Donoghue.
O’Donoghue said: “As our clients will know, Mongoose is first and foremost a team of great people. This restructure was an exercise in making sure those people are in the right positions to do their best for our clients, and to support the increased demand we’re seeing in the North America and Asia.
“Alistair is the perfect fit to introduce US brands to the unique expertise we can offer, while Neel was the standout candidate to lead our expanded business in Singapore, as his fully integrated experience in Southeast Asia was second to none. At a time of exciting growth for Mongoose, we’re delighted to have him join the team and lead growth across Asia.”