Ogilvy Group Singapore has announced the appointment of Shirley Tay as its new Chief Executive Officer, effective 1 January 2026. The move sees one of the region’s most respected creative networks start a significant phase of change in its leadership, as Tay takes the helm leading both Ogilvy Singapore and Grey Singapore under a single leadership framework. Her elevation signals a renewed direction for the group, aiming to strengthen collaboration, unlock synergies, and deliver more integrated creative solutions to clients in a rapidly evolving marketing landscape.
Shirley Tay has been with Ogilvy for over two decades. She first joined in 2000 and rose steadily through the ranks, eventually becoming Managing Director of Ogilvy Singapore’s advertising business. During that period, she had led creative and strategic campaigns for many of the agency’s largest clients, including the Singapore Tourism Board, Health Promotion Board, BMW Asia, and the National Environment Agency. Her ability to lead integrated teams and produce consistent, memorable work helped establish her reputation as one of the country’s strongest agency leaders.
After over a decade with Ogilvy, Tay took up a new challenge when she was tasked with launching the Singapore hub of Australia-based ZOO Group. This was an entrepreneurial venture, setting up the agency from scratch and building its footprint across Southeast Asia. Her success with ZOO took her to Young & Rubicam Singapore, where she took on the mantle of CEO. This gave her a rare combination of start-up adaptability, creative depth, and large-agency management expertise that would later prove invaluable at Ogilvy upon her return.
Tay rejoined Ogilvy in 2019 as the Chief Client Officer of Ogilvy Singapore. She spearheaded integrated client teams working on key accounts: Changi Airport Group, HSBC Singapore, Prudential Singapore, Japan Airlines, Decathlon, and Nestlé. Her leadership saw her emphasize cohesively bringing teams together, from top-level strategy through execution in creative, digital, and experiences, into cross-disciplinary solutions. Colleagues describe her as an action-oriented, forward-looking leader with a strong grasp of the evolving marketing environment, specially as brands shift toward data-driven and experience-focused communication.
As CEO, Tay has an ambitious and transformative mandate to lead both Ogilvy Singapore and Grey Singapore, working to ensure that as the agencies collaborate even more closely, each agency retains its own brand identity, culture, and client portfolio. Her ambition: honoring the legacy of both agencies while taking up the mantle to elevate collective creative excellence. She has said that she is committed to fostering deeper collaboration, encouraging innovative thinking, and driving business impact with world-class creativity for clients.
Her appointment has been welcomed by the leadership across the region. Industry peers describe her as someone who is able to bring people together, inspire teams, and drive high-value outcomes in challenging market conditions. Her colleagues describe her as a modern leader who can balance empathy with strategic clarity, someone who truly understands both the traditions of advertising and the demands of contemporary digital-first communication.
Tay assumes her new mantle at a time when the industry is in a state of flux. Marketing and advertising in Singapore are undergoing rapid evolutions due to technology, changing consumer behavior, and increasing competition from independent and regional agencies. For big networks like Ogilvy and Grey, she may provide the stabilizing yet progressive leadership that helps the agencies adapt to new client needs while holding on to creative excellence.
Under her guidance, Ogilvy Group Singapore is expected to strengthen integrated offerings, combining expertise across advertising, digital transformation, social content, behavioral insights, public relations, and brand experience. This positions the group to respond more dynamically to clients seeking unified, efficient, and impactful creative solutions.
For the talent within the organisation, her leadership could mean new opportunities for cross-disciplinary learning, exposure to diverse clients, and involvement in broader regional initiatives. Many believe she will play a key role in shaping the next generation of creative leaders in Singapore. As Shirley Tay takes on the mantle of the CEO, she comes with a mix of experience, entrepreneurial drive, and deep insight into the culture and values of Ogilvy. The industry will be watching with interest as she leads Ogilvy Group Singapore into a new era-one that promises greater collaboration, innovation, and refreshed creative excellence.
