Media is at a place where India can share a lot of innovation with the rest of the world. I also really enjoy the sophistication in the market. Indians are leading the way in marketing leadership. Indian talent is extraordinary; the best talent in the world comes out of India.
Cheuk Chiang, CEO, Asia Pacific for Omnicom Media Group has had a broad and eclectic experience, and his career to date spans across account management, strategy planning and agency management roles in creative, direct marketing, digital and media agencies. Over the past 22 years, he has worked on a number of high profile brands, including ANZ Bank, Coca-Cola, Heineken, Heinz, Hennessy, HP, Holden, HTC, Kraft, Mars, Motorola, Nestle, Nikon, Tiger Beer and Unilever.
In late 2008, he joined PHD as its CEO for the Asia Pacific region. In 2011, he was appointed to head LIGHT, Omnicom Media Group’s creativity council and served as a judge at the Cannes Lions International Festival of Creativity.
On conversation with exchange4media’s Priyanka Mehra, Chiang speaks about the sophistication in the Indian market, cause-related communication, OMG’s strong focus on talent and more...
Q. The Omnicom Media Group has renewed its focus on talent with the appointment of Samantha Webb as Talent Director in August this year. What is the Group’s approach to the challenge of talent retention faced by the media industry at large?
Talent retention is one of the fundamental challenges in our business, and what it finally comes down to is two things – one is offering the right culture and environment for people to work in, and secondly, it is about adding a lot more rigour around the talent and HR side of things. Bringing on board Samantha Webb is a big step for our organisation, clearly talent is our asset.
She has been brought on board to bring a different level of professionalism, not to say we didn’t have it before, but to take it to a whole new level. For example, best practises in terms of how we look at KPI’s Succession Planning. 360 degree reviews, how talent is oriented when they come in, and how we look at exit interviews.
Another very important area of focus is training and development. Webb’s coming on board is really about raising the bar and bring about consistency. Her other area of focus will be how do we bring about a culture of innovation across the organisation.
Q. Are clients investing money in new media, given the current economic scenario?
We have a huge role to play as a partner and key stakeholder, and we need to help clients build their brands and drive commercial success through the work that we do. Whatever we do it is important – we deliver campaigns that are innovative, because innovation delivers a disproportionate and transformational return on investment. In the past, it was always about paid media, it is now all about owned and earned media, this allows clients to achieve a greater return using less spends.
In today’s economy, where it is tough to do business and engage with consumers, innovation is very important as it gives you a competitive edge.
Every client wants strong innovation and clever strategy, our role is to provide them the best advice for their media dollars. We have some very sophisticated tools to help allocate their dollars against particular audiences and demographics, where digital plays a key role. In a hugely fragmented world, digital allows us to leverage the cookie pool, how consumers are behaving, where they are living, and get the statistics that help us re-target them; unlike in the olden days, when a consumer could flip past a banner ad in a magazine and a brand could do nothing about it.