Scroll to explore
ClickTap to break through
ClickTap to be fearless

Senior level appointments at Wavemaker Global Client Solutions (Singapore hub)


Matt Farrington and Kei Cendreda joins the Singapore Client Solutions team as Business Director and Managing Partner respectively.

Matt has been in media and communications for thirteen years, across client, media owner and agency roles, having started his career in London before moving back to his home of Australia. During his career, Matt has held a number of management roles at News Corporation, Yahoo/Oath, and most recently, OMD, where he held the position of Business Director in the Brisbane office. In this most recent position, Matt helped to craft and operationalise the OMD’s strategic and client relationship product in that market, and was a member of the national business management team during a period of significant growth for the agency. Matt brings to the role up to date communications experience across various categories, including finance, destination marketing, consumer goods, quick service restaurants, government and entertainment.

“I’m really excited to be working in the regional team and to be joining Wavemaker, learning from a great bunch of professionals and hopefully imparting a bit of what I’ve learned in my career so far.” Matt Farrington, business director Wavemaker singapore

Kei brings to the table more than 18 years of agency experience, strategic media planning and client management with unparalleled leadership experience across 5 markets in Southeast Asia – Philippines, Thailand, Malaysia, Vietnam and Singapore. Prior to joining Wavemaker, she was a country AOR head at MediaCom, Thailand, overseeing the P&G media business in Thailand and managing top level client relationships. She also held leadership roles at Mindshare at Vietnam, Universal McCann at Philippines and OMD at Philippines. Throughout her media agency life, she has handled accounts such as FrieslandCampina, PepsiCo, HSBC, Fonterra Brands, Mead-Johnson and Masterfoods.

“In this era of ever-changing data and tech landscape, it’s not enough to be just in the ‘digital game’. It’s a must to always: have that ‘innovate-to-win’ mindset, drive the new and the different in all fronts – media, technology and content, create and re-create frameworks to deliver future-proof business models for clients. I am very grateful to Wavemaker for the opportunity and quite excited to lead this thinking with the team and clients as we get into to the next (and next and another next) wave of media transformation.” Kei said.

“We are thrilled to have both Matt and Kei on board with us. Their deep knowledge of the industry will make excellent stewardships to the team and together as a Global Client hub, provide consumer-centric strategies and effective solutions to our clients.” Rose remarked.

More on Matt

When Matt is not working, he enjoys fitness, especially Crossfit and food (he loves a good craft beer and burger), which kind of contradict each other but hopefully balance each other out!

More on Kei

Kei’s joy is developing talents and building capability on strategic planning and thought leadership. She enjoys communicating and socially interacting with people particularly in situations where there is a strong need for leadership and organization. Responsible and loves humor. Creative, service-oriented, values professional contribution and a balanced well-lived life.

Next up