Global Rev Gen names Bosco Anthony chief executive officer

Global Rev Gen has appointed Bosco Anthony as chief executive officer as it pursues national expansion and a broader offering spanning media, creative and video work, alongside a growing portfolio of AI-led products.

Anthony steps into the role after several years working on the agency's growth strategy and brand direction. His work helped shift Global Rev Gen from a performance-focused specialist into a full-service agency with a stronger focus on media and innovation.

The appointment comes as agencies respond to changing client expectations around measurement, supply-chain transparency and cross-border buying. Global Rev Gen is positioning itself around direct relationships with publishers and platforms in South East Asia and North Asia, while also developing domestic targeting approaches for traditional media.

Global Rev Gen works across education, government, travel and tourism, and enterprise accounts. It has been building a marketing supply chain designed to link clients more closely to media inventory and data systems, and has expanded its buying operations in Australia and overseas.

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Growth priorities

Under the new leadership structure, the agency is planning a push into emerging verticals, including cross-border commerce. It is also broadening domestic and international media buying as part of its next phase of growth.

A central element of that strategy is an internal "innovation suite", described as a set of tools and services used across planning, creative and activation. It includes creative ad intelligence, robotic calling, behavioural nudges, audience insight and location targeting, and AI-driven conversational agents.

These products sit within a proprietary "agentic advertising framework". The agency is also promoting "agentic robotic calling" as part of its offering. Robotic calling refers to automated outbound calling systems that can manage high-volume contact tasks and route conversations based on scripted logic or conversational AI.

Anthony said the next phase will focus on building systems that adapt during campaigns and developing experiences that maintain a human tone at scale.

"It's a privilege to steward the next frontier of our agency," Anthony said.

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"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."

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Founder view

Salvador Klein, managing director and founder, said the appointment reflects work already under way inside the business and pointed to operational and governance measures recently put in place.

"Bosco has already shaped the trajectory of GRG for years," Klein 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."

ISO certifications can cover areas such as quality management and information security, depending on the standard. The agency did not specify which certifications it holds. An Indigenous RAP designation refers to an organisation's formal reconciliation plan commitments, a framework used in Australia.

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Client demand

Phil Tan, head of client services, linked recent momentum to growing demand for integrated services that work across borders and channels. He also described an effort to simplify the media supply chain through direct publisher and platform relationships.

"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."

Direct buying models have become a more prominent talking point in advertising and media over recent years, as brands and agencies weigh transparency, brand safety and measurement against the scale and convenience of open marketplaces. Global Rev Gen is positioning its approach as a combination of technology, creative work and buying operations within one organisation.

Anthony said the industry is shifting away from traditional agency structures towards integrated teams, where automation and AI tools sit alongside strategy and creative work.

"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," Anthony said.

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Source: eCommerceNews Global Rev Gen names Bosco Anthony chief executive officer

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