Publicis One appoints Andrew Leong to a newly-created role of Growth Officer for Media in Malaysia. Previously the Managing Partner for Arc Worldwide, Leong brings over 20 years of experience in communications to oversee the media agency brands under the Publicis One umbrella in Malaysia.
“Andrew has a proven track record in the industry with experience ranging from Creative Brand Strategy to Media Engagement Strategy and we are truly delighted on his move to this new role. His professional expertise and business accomplishments will bring valuable insights to our organisation and the media strategies in the integrated nature of our business,” states Tan Kien Eng, CEO of Publicis One Malaysia.
Meanwhile, Leong shares: “The world of media is undergoing great changes which we are all aware of, there are five key trends which we believe will have immediate impact on marketers and company heads in Malaysia.”
The five key trends include:
Media Transformation: the world of media and communications planning is constantly changing with new digital/social platforms and touch points emerging constantly. Consumers’ behaviour and daily routine are also changing as they adopt and adapt to new technology. As such, media agencies need to stay one step ahead in order to target them more effectively and with more precision.
Synergizing Creative with Media: In order to maximise the communication opportunities brands have with consumers, media agencies need to utilise the best combination of creativity and media planning talents to help achieve the most impact. Marketers need unified and integrated teams to come up with effective messaging at the right time, to the right person.
Targeting with Data and Technology: Communications teams now have an integral data scientist or analyst on board in order to tap into the wealth of first party to third party data available. Utilising the data in a relevant and timely manner makes the messaging that much more impactful and targeted, rather than it getting lost in the clutter. Different audiences can be created based on whether the person viewed or interacted with your ad, or not, and can be re-targeted with a different message.
Shift from Awareness to Conversion: Nowadays, consumers can jump from awareness to purchase with a single click. Therefore, eCommerce and mobile commerce strategy and execution needs to be fundamentally linked to online communications plans, paired with an impactful call to action.
Social platforms are now de facto CRM platforms: Most marketers today currently only employ social listening to determine brand sentiments but by using social tracking tools, one can mine data such as fan duplication across different brand pages. It could also be used to track the brand’s performance over a variety of social channels such as Facebook, YouTube, Twitter and even LinkedIn.