Integrated sports, lifestyle, and experience agency Mongoose has today announced a repositioning of its leadership to respond to client needs and ready the agency for a new phase of global growth.
The changes cover the new teams and capabilities at the expanded agency following its recent merger with Bray Leino Events. The merger expanded Mongoose’s global capabilities to elevate creative impact for clients, and has strengthened the agency’s offering in the US and Asia-Pacific in response to growing client demand.
As part of the changes, Neel Chhaya has been appointed Managing Director, Asia. Neel will lead the Mongoose team in Singapore, focused on expanding the agency’s sports and experiences offering across Asia. He joins from DDB Asia and brings more than 18 years of experience designing and delivering integrated marketing solutions across APAC, working with brands like Audi, Google, McDonald’s, Disney, LVMH, Unilever, and Coca-Cola.
Alistair Watkins becomes President for North America at Mongoose and moves to New York to lead the agency’s growing presence in the US. His focus is on increasing the agency’s partnerships business in the region and leveraging its expertise in premium sports such as tennis, golf, motor racing and sailing along with expanding its experiences and major event services into new sectors, specifically from finance and corporate into sports and entertainment.
In addition to these changes, Charlotte Birley becomes Managing Director, Experiences, and will lead delivery of experiential, live events, and exhibitions across the business. Previously Managing Director, Marketing, her remit has expanded to now include leadership of the newly enlarged experience arm of the business. Will Dineen, previously Group Business Development Director, now becomes Managing Director, Partnerships. He will oversee the Partnerships Division, including rights holder representation, partnerships sales, and brand & rights holder consulting. Grace Mennem, now also takes on the role of Managing Director, Communications, for Mongoose. She will oversee the Communications and PR department, with specific responsibility for luxury clients in sport.
Neel, Alistair, Charlotte, Will and Grace will all report to CEO Chris O’Donoghue.
The changes are designed to support enhanced service of Mongoose’s global clients by giving them access to deeper expertise and a unified global team who can deliver creative, world-class experiences across sport, entertainment, lifestyle, consumer and corporate sectors.
Chris O’Donoghue, CEO at Mongoose Group, said: “As our clients will know, Mongoose is first and foremost a team of great people. This restructure was an exercise in making sure those people are in the right positions to do their best for our clients, and to support the increased demand we’re seeing in the North America and Asia.
“Alistair is the perfect fit to introduce US brands to the unique expertise we can offer, while Neel was the standout candidate to lead our expanded business in Singapore, as his fully integrated experience in Southeast Asia was second to none. At a time of exciting growth for Mongoose, we’re delighted to have him join the team and lead growth across Asia.”
Neel Chhaya, Managing Director, Asia, at Mongoose Group said: “Mongoose sits on an exceptionally strong value proposition across APAC, particularly through our footprint in high-value communications, sports, and live engagement. As brands demand tighter integration between culture, media, and real business outcomes, we are positioning Mongoose as a strategic catalyst for market expansion and commercial success. I look forward to helping unlock our next phase of regional growth.”
Alistair Watkins, President, North America at Mongoose Group said: “The US market is going from strength to strength, and there’s a clear opportunity for a variety rights holder to internationalise their commercial activities and for global brands to invest further in their US activities. We’re excited to be able to offer our deep expertise and expanded resources to clients in the region, and I look forward to leading the talented team here as we demonstrate the Mongoose difference and capability.”
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