Trapper Group appoints Erwin Goh as GM to lead SEED

Trapper Group has appointed Erwin Goh as its General Manager to lead SEED, its other media brand under the Trapper Group umbrella.  

With this appointment, SEED, which was previously known as a content-centric company, will become a full-service agency that offers “integrated thinking and top-notch media solutions” to its clientele. SEED will be a creative-led media agency, closely working with clients and agency partners to deliver business results on campaigns. 

Reporting to CEO of Trapper, Sue-Ann Lim, in his new role, Erwin will focus on building an agile team to grow SEED’s clients’ business by developing digital-ready marketing and media solutions to solve their biggest challenges and impact revenue.  According to a statement released by the agency, this is in line with its sister brand and Trapper’s DNA of being ‘The Growth Engineers’

“I’m looking forward to be part of the growth team in Trapper Group, to propel client’s business despite these trying times. We need to constantly challenge the status quo, quickly adapt and be on the lookout for new opportunities.  I’m more than honoured to help build SEED’s capability to be the new market challenger”. 

Erwin has over 14 years in the industry with experience in integrated media solutions for various local, regional, and global clients. Prior to joining SEED, he was attached to dentsu X as a Business Director, tasked to grow strong brands such as AirAsia, DuoPharma, Galderma, Honda, Heineken and The Walt Disney Studios.

His passion for media-led creative solutions saw him executing a memorable project for The Walt Disney Studio in 2019, whereby a spectacular drone show lit up the KL city skyline to mark the launch of the premiere of Avengers: Endgame. 

“We are very excited to reintroduce SEED to the market as a creative-led media agency (and) pandemic or not, we are constantly looking for ‘sprinters’ who are helpful, humble and hungry,” Sue-Ann said. “Erwin is one of them and comes with a proven track-record in developing client and inter-agency partner relationships, as well as growing brands and businesses.” 


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