Top Story


Home >> Digital >> Article

Video: The next 1 bn ppl joining social are going to come from mobile: Cheuk Chiang

Font Size   16
Video: The next 1 bn ppl joining social are going to come from mobile: Cheuk Chiang

Cheuk Chiang, CEO, Asia Pacific of Omnicom Media Group, talking about the growing importance of mobile as a medium, says, “Mobile is an integral part of the agency’s communication plans and strategy in connecting with consumers, and an increasingly influential touch-point.”

In an exclusive video interview with exchange4media, Chiang talks passionately about how mobile will change the face of communications as we know it today. He shared that the agency is hugely focussing on further developing its capabilities in this space.

Omnicom Media Group in India has won a slew of awards this year, starting with the ‘Missed Call’ mobile campaign for Hindustan Unilever’s  Active Wheel, at the Festival of Media (Global and Asia), followed by numerous wins at Smarties, both in APAC and India.

The agency is one of the earlier believers and investors in the mobile medium. It has seen the evolution of the medium and continues to tap into the immense potential of mobile for its clients.

“We are in an economy now where things are more digitalised and socialised. In the new world, there are 1.3 billion social networkers. What is being predicted is that the next 1 billion people jumping on to this space are going to come from mobile,” said Chiang.

Chiang also highlighted the growing relevance of this medium in India, which has an internet penetration of approximately 11.4 per cent and a mobile penetration estimated to be around 51 per cent, with approximately 40 per cent of people with mobile phones accessing the internet.
“We are going to see a leap frog in communication with consumers from the way we currently know it,” he stated.

Chiang joined Omnicom Media Group as CEO for PHD for the Asia Pacific region in 2008. In 2011, he was appointed to globally head LIGHT, the Group’s creativity council. He has also been a judge at the Cannes Lions International Festival of Creativity twice.

With over 22 years of rich experience across high profile brands such as Coca-Cola, Heineken, Heinz, and Unilever, Chiang brings a new dynamism and energy to his role as APAC CEO of Omnicom Media Group.

To know more on what Chiang shared, watch the video

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...