Global Rev Gen (GRG) has announced the appointment of Bosco Anthony as Chief Executive Officer, marking a pivotal moment in the agency’s evolution as it expands its national footprint and accelerates its growth in intelligent media, creative and video storytelling media house, domestic targeting enhancements in traditional media, global supply chains with direct publisher relationships in both South East Asia and North Asia, and AI-powered innovation, as well as agentic robotic calling capabilities.
Bosco steps into the role following several years guiding the company’s growth strategy and brand direction, where he helped transform GRG from a specialist performance outfit into a future-focused media and innovation partner that is a leading trusted full-service agency partner. Under his stewardship, the agency deepened relationships across education, government, travel and tourism, and enterprise sectors, scaled its international and domestic buying capabilities, and built one of the region’s most progressive marketing supply chains, connecting clients directly to platforms, publishers, and proprietary intelligence systems.
Looking ahead, GRG is expanding aggressively into emerging verticals, including cross-border commerce, while broadening its domestic and international media buying operations. Central to this next chapter is the agency’s innovation suite, designed to give clients what Bosco describes as an “unfair advantage” in market that will level the playing field. The suite includes creative ad intelligence, robotic calling, intelligent behavioural nudges, audience insight location targeting, and AI-driven conversational agents, all powered by the agency’s proprietary agentic advertising framework.
“It’s a privilege to steward the next frontier of our agency,” said Bosco. “GRG carries years of legacy, grit, resilience, and craft. My job now is to honour that history while building what comes next. We’re designing systems that think, media that adapts in real time, and experiences that feel human at scale. The future belongs to the brave and the prepared, and we intend to be both. Legacy has given us roots, and now innovation will give us wings.”
The company’s Managing Director and Founder, Salvador Klein, welcomed the appointment, highlighting Bosco’s leadership and the foundations already in place for sustained growth.
“Bosco has already shaped the trajectory of GRG for years,” he said. “His ability to combine strategy, storytelling, creativity, and technology gives our clients an edge that few agencies can match. With our recent ISO certifications, Indigenous RAP designation, and cyber security accreditations in place, we’ve built an organisation that’s both responsible and resilient. I’m incredibly proud and confident in Bosco taking the reins as we scale into our next phase.”
Momentum has been building across the business, according to Phil Tan, Head of Client Services, who noted increased demand for integrated, borderless solutions.
“Over the last few years, we’ve strengthened our domestic base while expanding internationally,” Tan said. “We’re growing direct relationships with publishers and platforms, cutting layers out of the supply chain, and bringing clients closer to the source. That means better performance, sharper insights, and more accountability. It’s a different way of buying media, and the market is responding. We recently saw this with very successful campaigns for our clients in the government, travel, and education sectors, where we were able to achieve unprecedented results by leveraging our innovation suite. Media buying without intelligence is just expensive guesswork.”
“The old agency model isn’t just dated; it’s dissolving in real time. We’re seeing what happens when intelligence, predictive systems, technology, creativity, and courage collide. That’s where the advantage lives. We’re building a marketplace of capability, where strategy, technology, and craft operate under one roof and move at the speed of decision, not process. GRG is designed for what’s next, not what’s been. We’re empowering a new generation of super humans, teams augmented by AI, sharper, faster, more instinctive. And we’re not just changing how marketing is done. We’re reinventing the business for the next decade.”
