According to the WFA, the launch reflects the importance of the region, which is "becoming criticial to its existing global members' growth aspiration, as well as the home-turf for a fast-emerging roster of large regional and global brands".
The move follows WFA's first meetings of Asia-Pacific advertiser associations in 2004 and the launch of bespoke Asian Media & Marketing network in 2009. The association has also held its annual Global Marketer Week in Tokyo, Seoul, and more recently in 2011, in Beijing. The 2012 Global Advertising Summit was held in Singapore in June.
Gilroy has worked with the WFA for more than 10 years and has played a key role in developing self-regulatory responses to challenges set by the World Health Organisation around food marketing. Before WFA, he worked as a TV and press journalist in France, Spain and the UK, including for The Times in London.
Stephan Loerke, managing director of the World Federation of Advertisers, expressed his confidence in Gilroy's ability to "demonstrate the value that global brands can get from working together on key priority issues" in his new role as the WFA's first permanent member of staff in Asia.
The article first appeared on Campaign Asia