Mahlab expands into Singapore, embraces AI-driven future

Mahlab CEO Cara McLeod

This expansion marks a new chapter in the agency’s 27-year history.

Content and comms agency Mahlab has expanded into Southeast Asia, launching an office in Singapore led by Gus Wick, formerly of Omnicom Group. Wick becomes business director, ASEAN, and will lead business development across the region, based in the Lion City.

Singapore’s position as a hub for businesses and entrepreneurs has made it an attractive market for Mahlab. This expansion will add to its permanent presence in Sydney, Melbourne, and Auckland.

Mahlab CEO Cara McLeod told Mediaweek that the agency has been busy developing thought leadership, lead generation, account-based marketing, and integrated communications programs for clients across Asia-Pacific.

These clients include Zoom, Salesforce, Slack, Kyndryl, ABB, Autodesk, Figma, and FedEx.

“Having a full-time presence on the ground will help us deliver impact for our clients more effectively and help Mahlab and our clients grow,” McLeod said.

Mahlab has been working on developing marketing and communication strategies that will address challenges for clients, which are navigating complex and challenging business landscapes.

“Mahlab has deep sector expertise in technology, engineering, and health, which means we immerse ourselves in our clients’ worlds and deliver impact quickly, whether that’s through thought leadership, content marketing, or account-based marketing,” she said

This expansion marks a new chapter in Mahlab’s 27-year history. Founder and chair Bobbi Mahlab AM said the agency is excited to contribute to the dynamic business community of Singapore and Asia on a wide scale.

“With our new office and Gus’s leadership, we’re looking forward to the chance to work even more closely with our existing clients and getting to know a whole new range of businesses in Singapore and across the region,” Mahlab said.

Wick added that he is looking forward to the opportunity to formalise Mahlab’s presence in Singapore.

“Mahlab’s work is creative and effective, and I’m looking forward to building on the team’s success,” he added.

Looking ahead, McLeod noted that Mahlab will embrace AI as a powerful tool to improve its operations while remaining vigilant about security and ethical concerns.

This includes automating routine tasks, fostering greater creativity in client work, and making better, data-driven decisions.

McLeod added that Mahlab’s use of AI is governed by the principles of its code of conduct as a B Corp-certified organisation and its position statement on the use of generative AI. Mahlab became B Corp certified last year.

See also: Mahlab announces it is certified B Corp agency

Top image: Cara McLeod

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