Anathea Ruys joins Omnicom Media Group Asia Pacific to run their Fuse unit in the region

Omnicom Media Group Asia Pacific has appointed Anathea Ruys to lead Fuse, its branded content, sponsorship and ideation unit that services clients within the network and its brands, OMD, PHD and M2M. Fuse specializes in strategy and building brand assets in owned and earned platforms and integrating these with paid media.

Ruys joins Omnicom Media Group from Mindshare, Melbourne, where she is currently serving as Managing Director. Prior to Mindshare, Ruys was the Managing Director at Clemenger Harvie Edge, Melbourne. Ruys has also served a ten year stint at Spark Activate, where she grew the agency from a small boutique PR agency into one of New Zealand’s leading activation agencies.

Commenting on the appointment, Cheuk Chiang, APAC CEO, Omnicom Media Group said, “The evolution in engagement means that the onus is on building compelling consumer experiences and delivering them in engaging ways. Media is no longer about spaces for ads but now more about platforms for ideas and innovation. Anathea’s leadership and expertise in building brands and powerful cultures will help in enhancing our value proposition for Fuse and help deliver a disproportionate return on our clients investments.”

Ruys said, “The new role is an exciting opportunity to deepen brand connections with consumers and deliver results-driven strategies for clients. I am looking forward to working with the team and reinforce Fuse’s commitment to help our clients maximise brand assets in owned and earned platforms.”