Current Asia has appointed Aurelien Labonne as its new chief executive officer, marking a leadership shift as the agency doubles down on AI, data and performance-led marketing.Labonne, who joined the agency six months ago as managing director, has been credited with reshaping Current Asia’s operating model to meet growing client demand for measurable business results. Under his leadership, the agency has rolled out advanced AI workflows to streamline operations and make client campaigns more data-driven and automated. Key initiatives include the launch of Generative Engine Optimization, or GEO, to help brands appear in AI search results on platforms such as ChatGPT and Google AI Overviews. The agency has also introduced “90-Day Pipeline Sprints” focused on fast sales lead generation.“Aurelien joined at a pivotal moment in the company’s growth. He quickly updated our methodology, team structure and processes, and laid the foundation for sustainable growth,” said David Ketchum, founder of Current Asia. “Some significant client wins demonstrate the effectiveness of his approach.”Labonne brings international experience across four continents and a background in scaling digital businesses. He previously served as head of eCommerce and product management at Australian retailer The Iconic, where he led revenue growth from $14 million to more than $110 million. He also co-founded talent marketplace The Right Fit, growing it to over $4 million in revenue before exiting.“My goal is to level up Current Asia into a leading edge technology and data-driven platform that leverages the skills and experience of our team of strategists, and content, media, data and CRM experts,” Labonne said. “Ultimately our agency success is measured by our clients’ business success.”Current Asia said the appointment reflects a broader industry shift, with clients increasingly under pressure to prove direct business impact from marketing investments.