Edelman Indonesia has appointed Melvin Goo as COO. Goo (pictured) will drive the next chapter of the firm’s growth in Indonesia, and realise Edelman’s ambitions of delivering integrated marketing communications solutions for local, regional and global clients operating in the market.

He was previously marketing director at tech start-up Cashbac, driving both its revenue and reputation mandates. He has over 16 years' experience and has worked across PR and media agencies in Jakarta, Hong Kong, Shanghai and Beijing. As COO of Edelman Indonesia, Goo will report to Edelman’s Southeast Asia CEO Adrian Warr.

Goo said he has been admiring the transformation that has been underway at Edelman Indonesia from a distance. "Given its pedigree and its proven track record I’m extremely confident of the value we can achieve for our client partners, especially in these uncertain times. I really look forward to leveraging the company’s unique ability to combine and leverage the best of both brand marketing and brand reputation," he added.

Meanwhile, Warr said Goo is going to be a game changer for the agency. "His experience is multi-country, multi-category and multi-faceted, who better to steer our ever-growing business operations here in Indonesia. Having worked on both sides of the client-agency spectrum, Goo is also the perfect person to advance our unique approach to earned-paid-owned with our client partners," Warr added.

He also said that he is "over the moon to have Goo on board" and confident that under his leadership Edelman will fortify its market position and excel as trusted advisors to all its client partners.

Separately, Edelman also made a new hire in Singapore recently, bringing on board Julia Wei as CEO who also reports to Warr. She is responsible for spearheading the next chapter of growth and will build on the agency's growth and innovation in earned-centric, integrated campaigns.

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