m/SIX and The&Partnership Launches APAC Office


Mindshare Japan & Korea CEO, Kevin Rooney to join as APAC CEO

Sydney, (Tuesday 6 August, 2019) The new office opening is a significant milestone for the agency network and its plans for growth in 2019.

The international advertising network The&Partnership and their global media company m/SIX announced today the opening of their APAC main hub in Sydney, Australia. Following the recent win of the global Electronic Arts account, m/SIX now has media planning and buying responsibility for EA in Australia, New Zealand and across APAC. Kevin Rooney joins as APAC CEO, overseeing the new m/SIX hub launch to service EA and to enable the agency to continue its rapid growth in the region.

With each new market expansion, this entrepreneurial agency network identifies a strong demand for its services with existing and potential new clients. APAC is no exception: m/SIX’s current clients in the region include Burger King and Malaysian Airlines. With the recent EA win and the agency’s growth trajectory, now is the perfect time for m/SIX to build on this success by opening a regional hub.

Jess Burley, Global CEO of m/SIX said: “We’re really excited to establish this new regional APAC hub for m/SIX in Sydney. There is a great opportunity to continue our growth in the region, providing the very best data-informed communications strategies and bespoke, flexible partnerships with both existing & new clients.”

Leaving Tokyo, where he held the position of CEO for Mindshare Japan & Korea, Kevin Rooney returns to m/SIX as APAC CEO where he will lead the network within the region. A WPP veteran, Rooney has over 15 years experience within roles across North America, Global (based in UK) and APAC, in both business development and management. He has a strong track record of delivering growth success: during his time at Mindshare APAC he helped set a new record in R3’s New Business League of #1 in APAC and also topped the RECMA reports as #1 media agency in the region. Additionally, during this time, Rooney also helped establish m/SIX in the region, playing a key role in the initial expansion of the agency into Asia.

Kevin Rooney, incoming CEO of m/SIX APAC said “It’s great to be back in m/SIX, I’m delighted to be able to kick off with the launch of our new Sydney office and looking forward to reconnecting with our teams across the region; driving some of the amazing initiatives that our global team have been pioneering around the world and further enhancing the great work we are delivering for our clients in APAC.”

Like its parent agency, The&Partnership, m/SIX is a leading exponent of running in-sourced teams embedded into client teams. This new agency model is active across some of their biggest clients, including Toyota, News Corp and TalkTalk. With more people embedded within client offices than agency based worldwide, they are confident in providing talent and data capability that augments the client’s own resources. The model ensures that teams are able to make rapid marketing decisions informed by data and technology working side by side.

Jess Burley, Global CEO of m/SIX said: “We’re extremely happy to welcome Kevin back into the m/SIX family. Not only is he an excellent business leader with a proven record of success, he is also a lovely person who really embodies the values of m/SIX – energy, honesty and a pioneering spirit.”

The launch of m/SIX in APAC is a significant milestone for the agency network and its plans for growth. m/SIX is backed by WPP, the world’s largest communications agency network, and embraces a unique ownership structure between The&Partnership and GroupM. Rooney will report into Jess Burley, Global CEO of m/SIX, his appointment is effective immediately.