GroupM agency Mindshare is rolling out a new structure for the ASEAN region, as it looks to tap into the growing “consumption potential” of markets such as Myanmar and Cambodia.

The agency’s Indonesia boss Himanshu Shekhar becomes chief executive of Mindshare ASEAN, overseeing its operations in Singapore, Vietnam, Thailand, Malaysia and the Philippines, as well as new offices in Myanmar and Cambodia.

Shekhar will continue to be based in Jakarta, with as remit to provide greater momentum in the region and scale up services for clients.

Mindshare Asia Pacific COO Gowthaman Ragothaman said that, while the ASEAN region incorporates a “rich diversity of culture”, there is an “underlying similarity in challenges” facing brands as they look to reach emerging class consumers.

Ashutosh Srivastava, chairman and CEO for Mindshare Asia Pacific, and Global Growth Markets, Mindshare Worldwide, added: “While Mindshare is already the largest agency in every major country in ASEAN, the potential to expand is still vast, especially with Myanmar and Cambodia remaining untapped.

“The widespread adoption of mobile and the creation of our emerging class consumer marketing unit, in collaboration with Geometry Global, has opened up highly effective new channels for mass customised communication. These allow marketers to reach people living in rural and semi urban areas on scale, and unlock a much bigger growth opportunity for brands.”