Marketing Featured Southeast Asia

Unilab taps OMG Philippines as media agency of record

Manila, Philippines — The Philippine pharmaceutical giant, Unilab, has appointed Omnicom Media Group (OMG) Philippines as their media agency of record. The selection process was led by Unilab’s internal media team and has challenged participating agencies to showcase their capabilities, tools, and strategic principles through several brand case presentations. The partnership will be effective from July 1, 2022.

OMG will be responsible for managing the pharmacy brand’s legacy media, strategy, planning, investment, media activation, digital performance, and data-led marketing intelligence and science. Leveraging on the agency’s propriety planning workflow – Omni, the team stood out from the competition with a structured omnichannel strategy that empowers the brand with data-driven solutions that cut across stages of the funnel.

Alex Panlilio, corporate VP of Unilab, Inc., commented, “Today’s dynamic consumer and market landscapes require businesses to have sharper insights, growth-driving strategies, and agile engagements with its stakeholders. We have seen the capability of OMG to enable us in these and we look forward to partnering with Mary and her team in accelerating data-driven and disruptive initiatives.”

Meanwhile, Mary Buenaventura, CEO of OMG Philippines, shared, “As we move forward in this endemic world, we are excited to kickstart this new journey with Unilab. With the combination of our unique expertise, market-leading capabilities, and strategic thinking through our people, we are confident to support Unilab in their growth ambitions.”

Commenting on the appointment, Joanna C. Mojica, division VP for consumer health management of Unilab, Inc, said, “As we face massive challenges in today’s business environment, OMG is able to demonstrate the breadth and depth of how we can partner together. We look forward to the fruition of a partnership that will enable our brands to deeply connect with our consumers.”

Marketing Featured Southeast Asia

OMG Vietnam bolsters core leadership team with key appointments

Ho Chi Minh, Vietnam – Omnicom Media Group (OMG) in Vietnam has announced key appointments to bolster its local core leadership team. They include Trang Tran as head of transformation, Hoang Nguyen as planning director, Uyen Nguyen Diep as strategy director, and San Nguyen as associate planning director.

These appointments are aligned with the agency’s focus on delivering top-notch strategic planning and innovation services to drive accelerated growth for clients’ businesses. In addition, they also follow a slate of new business wins for the agency such as Chanel, Sanofi, Asia Foods, along with the retention of Beiersdorf and Vinamilk.

With more than 14 years of experience, Tran was promoted from his role of business director. Prior to joining OMG, he held various EMEA regional roles at OMD and PHD, working alongside global brands from multiple sectors such as Hewlett Packard, Bethesda, and SC Johnson.

In his new role, Tran will be tasked with simplifying OMG’s operational processes to meet clients’ changing needs, helping them achieve business growth, and driving their digital transformation ambitions.

Meanwhile, Nguyen has previously held media planning roles in Wavemaker, GroupM, and Saatchi & Saatchi, serving a diverse range of clients including Masan, Nestle, Perfetti, and Samsung. His familiarity with the Vietnam market, on top of his knowledge and media planning capabilities, will see him lead an empowering team to serve clients more efficiently.

Diep was previously an associate director at Mindshare, where she has worked alongside Unilever, where she oversees the strategic planning, content, and commerce portfolio for 14 brands across fabric detergent, skin cleaning, and skincare categories. In her new role, she will be responsible for optimising planning strategy powered by the agency’s data platform, OMNI, and driving innovative marketing solutions for clients.

Lastly, San Nguyen has nine years of experience and has seen her working with prominent brands, including L’Oreal, Coca Cola, and Kimberly Clark.

All four new appointees will report directly to Julien Courant, chief operating officer at Omnicom Media Group Vietnam.

Speaking on the new appointments, Courant said, “The pandemic has accelerated the speed of change for the media industry and disrupted the industry on all fronts, especially retaining top talents in Vietnam. Despite the challenges, we remain steadfast in this endemic period, as we believe the key to this success is our commitment to investing in our people and capabilities. With the new core leadership team in place, we are positioned to drive new levels of business growth and help our clients’ transformative journey in this ever-changing digital landscape.”

Meanwhile, Tony Harradine, CEO of Omnicom Media Group APAC, shared, “As one of the fastest growing economies in Southeast Asia, Vietnam is constantly evolving in step with its digital and e-commerce growth. With the combined capabilities of the new core leadership team, we are committed to providing clients with the best-in-market expertise and partnering with them to grow their business in this dynamic business landscape.”

Marketing Featured Southeast Asia

Omnicom Media Group appointed as media agency of record of Angkas

Manila, Philippines – Omnicom Media Group has been appointed the media agency of record of Angkas, the Philippine-based motorcycle ride-sharing service. The appointment follows after Angkas decided to go with an agency that can provide relevance and creativity while pushing the envelope of innovation further.

George Royeca, chief executive officer at Angkas, said, “We chose OMG as our media AOR as they have successfully shown innovative thinking, strong media capabilities, and transparency which we truly value. We are excited to see how this partnership can further drive Angkas’ goals this 2022.”

Meanwhile, Mary Buenaventura, CEO and president at OMG, commented, “We are thrilled to be given the chance to work with a progressive brand who is a pioneer in its category.”

She also added that Angkas is a trailblazer that promotes a win-win situation for both the company and its riders, “not only in providing a transportation option to commuters but also in providing livelihoods for Filipinos.”

Founded in 2016, Angkas has also ventured into the package delivery scene, and has a large presence in Metro Manila, Cebu, Cagayan de Oro, and General Santos City. There are also plans for Angkas to eye provincial expansion in the Philippines, including in Batangas.

Marketing Featured Southeast Asia

OMG MY ties with Google to boost performance marketing capabilities

Malaysia – The Malaysia arm of Omnicom Media Group (OMG), the media services division of Omnicom Group, Inc., has announced that it has partnered with Google to enhance the agency’s suite of performance marketing capabilities.

Through the collaboration, OMG Malaysia will be able to gain access to Google’s beta tools, elevate its Google Marketing Platform expertise, and nurture employees’ skills through a series of curated training programs conducted by Google. OMG said the move fosters its vision to offer top-notch performance marketing campaigns for clients.

The shift in focus, OMG Malaysia said, is in response to a substantial number of clients prioritizing budget on Google Ads campaigns. The agency shared it will be creating customized advanced tools to analyze, optimize, and automate campaigns. One of the capabilities will be providing real-time data on overall account health and zooming into specific features to improve the efficiency of campaigns and results for clients. 

The partnership will also be offering tools to reduce time spent on analysis and boost optimization, which could result in a decrease in campaigns turnaround time by up to 30%. Besides aiding clients in their digital transformation journey with customized tools, the partnership will also focus on developing the skills of the OMG team. The collaboration will enable OMG to leverage a curated Google training curriculum to empower new OMG employees with Google-centric skills. 

“Our media agency partners continue to be a core component to the digital advertising ecosystem. We’re pleased to collaborate with OMG to invest in the key areas of operational efficiencies and nurturing future digital talent. I am very proud to be on this journey with OMG and together we hope to deliver greater impact to customers’ business and marketing objectives,” said Marc Woo, managing director of Google Malaysia & Frontier Markets.

Eileen Ooi, COO of OMG Malaysia, commented, “It is always great to be able to grow and transform with a partner that shares our same ambitions and leans in effectively to make it happen. Omnicom Media Group creates solutions to not only address our clients or agency goals but also focus on driving a bigger force which pushes boundaries in the way we operate, accelerate campaigns for our clients, and address the talent gaps in the industry. We look forward to continuing to grow together and shape the industry forward.”

At the Think Search Award paneled by Google and industry experts, OMG Malaysia was actually awarded the Best use of Google Search: Agency of the Year. OMG Malaysia was recognized for displaying Search excellence by focusing on advanced analytics-driven approach for its campaigns.

Marketing Featured Southeast Asia

OMG elevates Eileen Ooi to chief operating officer for Malaysia

Singapore – Omnicom Media Group (OMG) has promoted Eileen Ooi, managing director of PHD Malaysia, to the role of chief operating officer of OMG Malaysia. 

Media services PHD is one of the specialist companies of OMG. Ooi has been leading the Malaysian arm of PHD as managing director for the last four years. PHD said that within this time, Ooi has been instrumental in architecting the agency’s growth trajectory, doubling the size of the business, and building a balanced and diversified client portfolio across global, regional, and local businesses.

In her new role, she is tasked with overseeing the business operations of OMG and its brands in Malaysia. She will be supported by Anisha Iyer, managing director of OMD Malaysia, as well as Kiron Kesav, who will be taking on an expanded remit while continuing in his role as general manager of PHD Malaysia. Together, the leadership trio will be responsible for driving continued growth and stability for the network in Malaysia.

Ooi, an industry veteran, brings with her 16 years of experience, having worked in marketing agencies Starcom, Mindshare, and Carat.  

“During her time with us, Eileen has proven to be an effective leader and has played a pivotal role in driving momentum and innovative solutions for our clients,” said Tony Harradine, CEO of OMG in APAC, whom Ooi will directly report to. 

“I have the utmost confidence in Eileen’s ability to continue accelerating our growth agenda and steer OMG’s business to even greater heights in an important market like Malaysia,” he added.

In September last year, Ooi was appointed vice president of the Malaysia Digital Association, making her the first female leader to take the presidential position in the association. 

Marketing Featured Southeast Asia

Omnicom Media Group elevates Rochelle Chhaya to CEO of Thailand arm

Singapore – Global media network Omnicom Media Group (OMG) has announced that its COO for the APAC division of its marketing agency OMD, Rochelle Chhaya, has been promoted to CEO of OMG in Thailand.

In her previous position at OMD, Chahaya was instrumental in scaling a client-centric, digitally-powered, and data-led agency model across the region.

“Rochelle has done an outstanding job of improving OMD’s organizational processes for growth while enhancing its operational capabilities and efficiency,” said Tony Harradine, CEO at OMG APAC.

He added, “With Rochelle’s comprehensive knowledge and experience, coupled with her unrivaled visibility over the entire client-agency-partner ecosystem, I am confident that OMG Thailand will reinforce its position as an innovative and digitally-forward agency brand.”

In her new role, Chhaya will be tasked to drive profitability and efficiency across OMG’s media agencies OMD and PHD in Thailand.

Additionally, she will also oversee and support the development of the network’s digital transformation roadmap as well as the operationalization of products to foster stronger client partnerships, drive digital growth and
creativity in the market.

“Thailand has always held a special place in my heart and I am humbled to take on this responsibility,” said Chhaya.

“Right now is an important time of change for the Thai media landscape and together with the Thai leadership team, we are fully committed to build on the fantastic momentum and harness all opportunities to drive OMG’s continued growth and ambition in the Kingdom,” she added.

Chhaya will report to Tony Harradine and will officially assume her role immediately.

Marketing Featured APAC

OMG’s sport & entertainment practice launches in APAC

Singapore – Global advertising and marketing company Omnicom Media Group (OMG) has announced the expansion of Fuse, its sport and entertainment practice, across Asia Pacific.

Headquartered in Singapore, the Fuse team will be tasked with delivering transformative marketing solutions for clients in the region across sport, e-sports, and music.

Fuse in APAC will build on the established Fuse network in the UK and across EMEA, where award-winning work has been delivered for international brands such as PepsiCo, Nissan, HSBC, Google, and Vodafone. This enables clients in both regions to benefit from the scale and specialist local expertise of a globally integrated practice.

In APAC, Fuse will be built on a new model that leverages the commercial, digital and creative capabilities of OMG’s network to help clients modernize their sponsorship strategies through better strategic guidance, smarter digital activation, cutting-edge analysis, and delivering faster and more attributable return on investment.

The service will be led by Jonathan Drakes, who played a pivotal role in growing Fuse’s international business out of the UK as its strategy director. Drakes will be based in Singapore and responsible for developing the business across the region, with a particular emphasis on maximizing opportunities in Asia. Drakes reports to Tony Harradine, CEO of Omnicom Media Group in APAC, and to Fuse’s CEO Louise Johnson.

Drakes starts the venture with founding client, beer brand Tuborg, in a move that builds on Fuse’s five-year relationship with the brand, during which time Fuse helped create and grow ‘Tuborg Open,’ the global music platform which has seen it collaborate with international artists.

Harradine said Fuse’s launch in APAC underscores OMG’s confidence in the power of sport and entertainment platforms to deliver meaningful results for clients in a dynamic marketing environment and in a uniquely challenging time.

Johnson commented, “We’re delighted to be building on the success of the Fuse brand and expanding into the Asia-Pacific region. The global sport and entertainment rights and media market is evolving at a phenomenal rate, driven by expanding fan bases and new digital media platforms. This presents fantastic opportunity across APAC and EMEA for agencies that can quickly adapt, at scale.”

In October, OMG has similarly introduced a new practice Transact in the region, its service for brands specializing in e-commerce.

Marketing Featured APAC

OMG launches advisory service for eCommerce brands in APAC

Singapore – Global media network Omnicom Media Group (OMG) has launched a new service Transact, an end-to-end consultation and strategy service for eCommerce brands which will be offered in Asia Pacific.

Through the service, eCommerce brands will be given consultative support and capabilities spanning commerce strategy, media, marketplace investment as well as store management in leading eCommerce platforms such as Lazada, Amazon, TMALL, and eRetail, which also includes advisory in content and merchandising.

OMG’s Transact solution will be backed by eCommerce consultants and omnichannel retail specialists in 25 markets. It will also be supported by dedicated teams from around the region.

With Transact, OMG will be leveraging its people-based precision marketing and insights platform Omni.

“With Asia-Pacific leading the global eCommerce growth charge, we have a proven blueprint in Transact to help brands grow their online sales by maximizing reach, exposure, and profitability across all online models and channels,” said Tony Harradine, CEO for APAC.

‘‘Given that eCommerce is accelerating as a result of COVID-19, it is imperative for brands to stand out on the digital shelf, and with Transact, we are able to isolate elements within the eCommerce value chain to deliver incremental growth for clients,” he added.

OMG’s associate agency PHD has already integrated Transact into its existing commerce offering in APAC in partnership with eCommerce retailers that are part of its proprietary platform Omni Studio.

Marketing Featured Southeast Asia

OMD Singapore goes to home-grown managing director Chloe Neo for COO appointment

Singapore – Omnicom Media Group (OMG) has announced today that OMD Singapore has tapped its own managing director Chloe Neo to take on the role of chief operating officer. 

OMD Singapore vouches for Neo’s seasoned experience in the industry, where 12 years have been dedicated to OMD.  

Neo started out in the company as business director in 2008, eventually rising up to assume the role of managing partner and later on, managing director.

“During her time with us, Chloe has been instrumental in driving growth and innovative solutions for our clients, as well as mentoring and nurturing the talent within our organization,” said Tony Harradine, CEO, Omnicom Media Group, APAC. 

Aside from full-fledged corporate work, Neo has been active in spearheading advertising associations in Singapore, having served senior capacities at the 4As in Singapore. Just this last month, she was appointed as the first vice president for the Association of Advertising & Marketing Singapore for 2020.