SINGAPORE--Waggener-Edstrom has poached Burson-Marsteller executive Zaheer Nooruddin to lead its Asia-Pacific digital practice.
Nooruddin departs Burson after two and a half years with the agency, most recently as Asia-Pacific lead digital strategist. At Wag-Ed, he takes on a similar role, reporting to Asia-Pacific head Matthew Lackie.
One of Asia's more experienced digital marketers, Nooruddin spent three years as national digital director for Edelman China before joining Burson. He has also worked at OgilvyOne, Proximity and Wunderman.
“Zaheer’s entrepreneurship, strong background as a digital pioneer and strategist, and geographical experience are a powerful combination and will be an asset to our diverse client portfolio across the region," said Lackie in a statement. "He has an innate ability to translate digital trends into actionable marketing and communications strategies that drive business outcomes, which is what our clients and brand marketers need.”
Nooruddin will lead Wag-Ed's Studio D digital team, which has developed campaigns for clients such as 7-Eleven, CSL, Pernod-Ricard, the Singapore Health Promotion Board and Zuji.
“Waggener Edstrom has built a strong reputation for delivering award-winning digital strategies and services in content marketing, social media analytics, SEO and seb development across corporate groups and consumer brands," said Nooruddin. "My goal is to build on its great culture of creativity and innovation with solutions that are real time, mobile-centric, and designed to solve our clients' complex marketing and communications challenges across the region."
Last year, Burson hired Ged Carroll from Ruder Finn London to lead its digital efforts in Hong Kong.