Kuala Lumpur, Malaysia – Alex Goh, most recently the chief strategy officer at Naga DDB Tribal, has joined Astro as its head of strategy and product for Astro Media Solutions. In his role, Alex aims to assist brands in gaining a larger market share by leveraging the power of entertainment to break through the noise.
“In the high clutter world we live in today, I am excited by the prospect of leveraging Astro’s rich capabilities to deliver content and entertainment-led integrated brand experiences – across screens (and even screenless environments i.e. radio), via both online and offline channels. And to do so in a way that balances creativity and effectiveness,” Alex said in an exclusive conversation with MARKETECH APAC.
How agency leadership will translate into his new role
Prior to his new role at Astro, Alex held the chief strategy officer position at Naga DDB Tribal for four years, where some of his key responsibilities revolved around driving agency transformation by leading initiatives to enhance data, processes, controls, and talent management while introducing AI-driven strategy development to improve quality and efficiency.
Moreover, his leadership responsibilities encompassed mentoring and coaching a team of strategists, fostering a culture of continuous learning and growth.
He also led the joint-strategic function for The ONE Team, a creative partnership between Naga DDB Tribal and M&C Saatchi following the Celcom and Digi merger.
“My past experiences including my time at Naga DDB Tribal had always revolved around working with brands to define their brand’s story, and then finding the most compelling ways to present that story to the world,” Alex said.
Looking back, Alex stated that one of the things he aims to bring over in his new role is his ability to have a deeper understanding of people to make worthwhile connections through brand storytelling.
“A big part in doing this well is rooting in a deep understanding of people; this helps brands find the right orientation in identifying a story worth telling, to be told in a way that’s worth people’s time and attention. Now, I just have access to interesting touchpoints, content and IPs to do just that. Telling brand stories and creating brand experiences at the intersection of the brand’s best self and people’s needs and interests has always been my professional pursuit,” he explained.
Navigating the future of advertising solutions
For Alex, one of the key challenges in advertising revolves around how agencies and brands are increasingly focused on understanding the gap between reach and impact.
“In the high clutter environment we all live in, beyond just stated reach and impressions, getting attention for brands remains a constant and growing challenge. Without attention, everything else that we talk about and fuss over – from the right targeting to the right message and excellent creatives – becomes academic,” he said.
He also highlighted how multiple studies have shown that there is a significant variation in the levels of attention afforded by different platforms. And in this regard–in what may come as a surprise to many–TV and BVOD consistently lead when it comes to video platforms.
“So in response to shifting media behaviours and to help brands thrive in the attention economy, among others, it requires a total video solution across linear and on-demand environments, across both small and big screens,” he said.
Alex added, “And that’s what Astro’s addressable advertising offers, among others – extending and refining the access of brands to the media environments that are most conducive for audiences to receive a brand’s message and thus most profitable for a brand.”
Speaking on trends that will shape the future of advertising, Alex notes that artificial intelligence will impact marketers to make their lives both easier and harder. But why harder?
“Because among other things, AI will result in an explosion of content being released. But, there’s literally not enough human attention to go around,”
With that in mind, Alex notes that he sees a resurgence for many marketers to go back to brand fundamentals by embodying the principle ‘right audience, at the right time, with the right message, presented in the right setting.’
“I also observe a return to brand fundamentals too – in this digital age, to balance reach and relevance as marketers find their optimum mix of brand building versus sales activation; not because it’s trendy but because sustainable growth relies on it,” he concluded.
As Astro increasingly seeks impactful ways to connect with audiences in a competitive marketplace, Goh’s leadership will play a pivotal role in shaping advertising solutions that are not only data-driven but also deeply resonant with consumers.
