Climbing is part strategy, part execution. Without either, you are likely to fall off a cliff.At OMD, my role is to be the team’s strategist. Not just in execution, but in practice. In the past three years, we’ve actively pitched for social and digital businesses across many sectors. Under my leadership, the team functioned as a solid unit – a powerhouse of ideas, insights, and results. The latest feather in our cap is the HotelClub win. A newcomer to the hotel aggregator scene, they cited our perseverance and strategy as reasons for the win. McDonalds is also a business we’ve evolved, moving the business from just banner buys into the new digital world.
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Climbing is not a physical game, but a mental one.Translating that metaphorically, the media world is my mountain, and I’m in base camp one. My career has seen me deep-rooted in the fundamentals of digital. To the point that I moved to China to be a key contributor to the digital function of my previous agency. Now having moved back to Singapore, weathered and seasoned, I am ready to continue the climb. Mentally, and physically.
The climb isn’t all blood, sweat and tears.
I’d love to tell you about the scars, but that’s not how I roll. Looking forward bears hope. Looking back should only be about appreciating the view.
That said, I love OMD. I love being one of the key people they put in front of panels and media. I recently represented OMD in a Singapore Management University panel with the likes of Samsung, Food Panda and Skyscanner. I am also active in school recruitment programmes, to encourage the next generation to come on the climb with me. |
To scale a mountain, you need to train, explore and understand.Predictions are necessary too, as weather and unforeseen circumstances could become roadblocks. Servicing a range of clients means being able to adapt. McDonald’s is a key client for my team and I, and we are constantly pushing the limits, digitally-speaking. With a strong partnership, they now speak digital fluently, and are applying our techniques to achieve multiple results. Together, we are now always present on search, programmatic, mobile and paid social. For our client evaluation in 2014, digital scored a fabulous “5” which was the highest amongst the evaluation criteria, the highest for the past decade, and the highest across all the other APMEA markets.
No Mountain Too HighStronger negotiations with Microsoft allowed more value-added digital production for McDonald’s; from standard banners to custom executions. Partnering one media owner allowed us to forge stronger ties and gave us greater room to negotiate.
TestimonialsSee what my climbing partners have to say about me.
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Not just climbing mountains. But moving them.
A client as big and innovative as McDonald’s deserve to win awards. And that they did last year at SMA 2014 where they swept 4 awards across search, mobile, innovative use of technology and best use of budget.
I Don't Climb AloneI am also the operations lead of our digital team. Knowledge, know-how and tactics are paramount, and are what I impart on a daily basis. On these beliefs, we have doubled the size of the digital team in just two years. Every team member has a role. I see mine as Pacer – able to push the team forward, but able to slow down when necessary.
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