Tag: Omnicom Media Group

Viewers in the Asia-Pacific (APAC) region are increasingly consuming video content solo and on the go, often multitasking or getting distracted. New research from Omnicom Media Group reveals that 87% of solo viewers multitask while streaming, with a 40% likelihood of engaging with unrelated content—particularly high in markets like Australia, New Zealand, Malaysia, the Philippines, and South Korea.

Weekday Solo Streaming Fuels Distraction

Solo viewing is primarily a weekday activity, often occurring during commutes, at work, or school—situations that encourage transient, multitasking behaviours. In contrast, weekend viewing tends to be more sedentary and communal, with viewers settling in at home or in social settings.

Interestingly, markets such as Australia, Japan, New Zealand, and South Korea report more deliberate solo viewing moments in living rooms, indicating a mix of intentional and passive consumption patterns.

Smartphones dominate solo streaming (81%) due to their portability, while Connected TVs (CTVs) are preferred for co-viewing (55%) thanks to their larger screens. This makes CTVs more suitable for planned, shared experiences—especially on weekends. In fact, 54% of co-viewers watch scheduled content on weekends, compared to 31% of the general audience.

Given the high incidence of multitasking, marketers are advised to optimise audio in ads to capture attention even when viewers aren’t fully focused. A cross-channel strategy is also recommended to reach users in varied contexts—from commuting to dining out.

Ad Receptivity & Genre Preferences Differ by Viewing Context

Viewers watching with families are more receptive to ads (65%) than solo viewers (53%). They’re also more likely to consider purchases after exposure to ads—66% vs. 50% for solo viewers.

Solo viewers lean toward easy-to-follow genres like Comedy and Action, while more deliberate viewers in Australia, Japan, and New Zealand also enjoy Documentaries. Meanwhile, markets such as Hong Kong, India, Taiwan, and Vietnam show higher interest in genres like Horror, Fantasy, and Sci-Fi—often driven by local content availability.

Co-viewing changes genre preferences altogether. Viewers diversify into Reality TV, Live Sports, and Travel content. When watching with children, there’s a clear avoidance of age-inappropriate content such as Horror, Romance, and True Crime.

Communal Viewing = Shared Decisions

Content choices often become communal during co-viewing, especially on weekends. In India, Indonesia, the Philippines, and South Korea, shared decision-making is more common, with different patterns depending on the group—adults take turns in families, but friends decide together.

This variability suggests brands should A/B test across multiple viewing contexts and target varied moments like commuting, lounging at home, or streaming in public spaces.

Subscription Habits: Quantity Doesn’t Equal Usage

APAC users have access to an average of 11 subscriptions, but only 44% were used in the past month. China and Taiwan show the lowest usage rates (38%), while New Zealand and Japan use three out of every five subscriptions—suggesting selective but intentional engagement.

YouTube, Netflix, and Prime Video lead in awareness and retention, while Apple TV+ ranks highest in user loyalty, likely due to exclusive content and episodic release formats.

APAC viewers spend an average of US$19/month on subscriptions (~US$3.73 per service). Australia (US$25) and Singapore (US$24) top the list, but New Zealand and Japan spend the most per active subscription, reflecting a quality-over-quantity mindset.

Markets like India, Indonesia, and Thailand report lower per-platform spends, influenced by affordable pricing tiers and widespread account sharing.

Interestingly, discrepancies between average and median spending in markets like Singapore and the Philippines suggest a broad range of consumer spending behaviours.

Much of the high subscription count is due to free platforms like YouTube and Bilibili or shared accounts—particularly in China, Australia, and Taiwan. On average, viewers have about five paid subscriptions, but nearly three of them are shared.

Despite limited ownership, there’s appetite for growth. Viewers in India, Thailand, Singapore, and the Philippines plan to increase their subscriptions, with 83% of users intending to maintain or grow their current access as international platforms expand.

CTV and Streaming Ads Drive Engagement & Recall

CTV and online video ads are impactful: 70% of viewers recall seeing them, particularly skippable (36%), first-screen (33%), and home screen (32%) formats. Two-thirds (65%) of respondents say they’re more likely to remember a product advertised via video streaming.

Moreover, 67% prefer seeing ads from a variety of brands, making CTV and online video ideal for discovery. While only half of viewers click on ads, formats with embedded calls-to-action—like QR codes—help drive conversion without interrupting the experience.

As streaming and CTV continue to grow across APAC, marketers must:

  • Tailor audio and creative to distracted, multitasking viewers.
  • Use A/B testing across solo, communal, and on-the-go scenarios.
  • Choose platforms based on campaign objectives—awareness, affinity, or conversion.
  • Maintain omnichannel strategies that blend exposure with actionable touchpoints.

With expanding local content, increased platform diversity, and improving measurement technologies, APAC remains a dynamic and high-potential region for CTV and streaming media investment.

Nina Fedorczuk, chief enablement officer at OMG APAC, said, “The recent evolution in online video consumption is fundamentally re-shaping how people consume content and how brands and agencies engage with them. Despite the ongoing yet seemingly small changes in tech advancements and original equipment manufacturers (OEMs), the scale and impact of CTV and online video consumption should not be overlooked.”

She added, “While valuable data is available from OEMs, OTTs, and digital partners, it is still important to look at the landscape holistically. This helps us better understand those who are consuming it as well as their motivations and perceptions. Our latest research will be crucial in helping marketers uncover the various consumption behaviours, preferences, and attitudes towards advertising on CTV.”

In Indonesia’s high-stakes marketing arena, agility isn’t optional—it’s everything.

From navigating hyperlocal nuances to staying ahead of digital shifts, brands need more than just media buying—they need partners who can decode complexity and deliver results with speed and purpose.

Omnicom Media Group (OMG) Indonesia stands at the forefront of this challenge. As part of the global Omnicom network, the agency blends creative, data-driven, and tech-enabled solutions through the Omni open operating system to help brands win in one of Southeast Asia’s most dynamic markets.

For our latest Agency Leadership Decoded feature, MARKETECH APAC sat down with Rohan Mahajan, chief operating officer – media and creative services at OMG Indonesia, to uncover how he leads with purpose, cultivates adaptive talent, and drives the agency’s success in Indonesia’s fast-evolving media and marketing landscape.

A culture built on action and accountability

When asked about how his leadership philosophy drives the agency’s culture and results, Rohan puts it simply: “My leadership philosophy is rooted in a ‘Let’s get things done’ mindset—respond fast, act with purpose, and always put service first.”

At OMG Indonesia, this mindset translates into a collaborative and deeply client-focused culture. “More than just an agency, OMG Indonesia is a trusted partner for our clients, who are eager to collaborate and turn to us to help them navigate the complex media landscape,” he adds.

Having been with the agency for nearly a decade, Rohan believes that performance stems from more than just execution—it requires a deep understanding of client needs and challenges.

“I encourage teams to always deep-dive into client problems to develop a better grasp of the various challenges and opportunities,” Rohan explains. “This not only creates a culture of accountability, where driving results isn’t just a goal—it’s the standard to help our clients achieve their business ambitions.”

Staying ahead in Indonesia’s digital and diverse market

With Indonesia’s fast-paced digital evolution and diverse consumer landscape, adaptability is essential to maintaining OMG Indonesia’s competitive edge.

“Indonesia is a dynamic market—with its diverse consumer base and rapid digital adoption, there’s tremendous opportunity for both OMG and our clients,” Rohan shares. “To stay agile and innovative, we invest in rigorous training programmes and drive continuous learning through regional workstreams that promote knowledge exchange and best practices.”

This culture of learning and collaboration doesn’t just keep the team attuned to emerging trends—it ensures that every strategy is grounded in local relevance.

“It also helps upskill our talent, who are truly the backbone of OMG Indonesia’s success,” he adds.

Rohan further highlights the media holding company’s commitment to a test-and-learn mindset.

“We partner with all major platforms to equip our people with the latest tools and insights. Rotating our performance teams across different verticals keeps the work fresh, enhances retention, and builds well-rounded, adaptive talent.”

Transforming storytelling and planning for new consumer behaviours

OMG Indonesia is also evolving the way it crafts media strategies and narratives to stay in step with rising consumer expectations around digital commerce, influencer marketing, and hyperlocal engagement.

“Indonesians today expect content that’s not only personalised but also culturally relevant and rooted in community and convenience,” says Rohan.

To meet this demand, OMG Indonesia has embedded commerce signals into its planning process, leveraging data from platforms like TikTok Shop and Tokopedia.

“With our Omni open operating system, we can integrate first-party client data with real-time behavioural and transactional insights,” Rohan explains. “This enables smarter, more dynamic storytelling that adapts in real time to how consumers behave and shop.”

In the influencer space, OMG Indonesia is also shifting away from broad, macro-led approaches in favour of community-powered influence. “We’re working more with niche creators who are deeply embedded in local and passion-based ecosystems,” he notes.

OMG Indonesia’s hyperlocal approach is another key differentiator. “We deploy geo-specific creative variants and regional media mixes informed by local market intelligence,” says Rohan. “We’ve built internal playbooks specifically for targeting secondary cities, where digital adoption is accelerating—ensuring brand relevance scales far beyond Jakarta.”

Future-ready teams for Indonesia’s shifting media ecosystem

Looking toward the future, Rohan highlights the importance of building adaptable and digitally savvy talent.

“We prioritise building a team that is agile, adaptable, and future-ready,” he says. “As AI becomes mainstream, we focus on developing smarter talent who can integrate automation into everyday workflows, enhancing both performance and planning speed.”

With new media behaviours taking shape, Rohan emphasises how OMG Indonesia is investing in capabilities across data fluency, content strategy, commerce media, and platform-specific skills.

“We are also nurturing skills in audience segmentation, performance storytelling, retail media planning, and geo-targeted activation. Our approach is to blend strategic thinking with hands-on platform mastery, enabling teams to drive impact from planning to execution.”

So what does the future hold for Indonesia’s media and marketing landscape? For Rohan, the convergence of commerce, content, and community is at the heart of what’s next.

“As platforms like Grab, Gojek, Traveloka, Shopee, and Lazada evolve into media ecosystems, Indonesia’s marketing landscape is shifting toward a tighter integration of commerce, content, and community,” he observes. “For brands, this means planning for conversion from the first touchpoint—often within the same app.”

“AI is accelerating personalisation, while rising data privacy expectations demand more responsible marketing practices,” he added.

To prepare for these shifts, Rohan says OMG Indonesia is focused on building connected commerce strategies, expanding AI and data capabilities, and adopting modular content frameworks. “We are also upskilling talent to think in full-funnel journeys and act with greater agility—helping our clients not just keep pace with change but lead it.”

“Additionally, we collaborate closely with platforms to stay ahead of product innovation and ensure our clients benefit from early access and insights. As the landscape grows more dynamic, adaptability and experimentation will be key to unlocking growth,” he concluded.

Singapore – Omnicom Media Group (OMG) is uniting all its influencer capabilities globally under its marketing agency Creo. The move signals a shift in its influencer marketing approach, placing it at the core of its media strategy.

By centralising influencer capabilities, Creo can tap into the vast data available within Omni, the technology platform supporting all Omnicom agencies. It enables relevant creator discovery, precise planning and measurement, and alignment between creator and consumer actions.

Creo has data partnerships with Amazon, Google, Instacart, Snap, and TikTok, further bridging creators and commerce platforms.

The move complements recent launches within Omni, including the ‘Creator Briefing Tool’ that leverages Google Gemini, AI-powered ‘Creo Influencer Agent,’ and ‘Omni Creator Performance Predictor.’

Creo has led campaigns for brands such as Mountain Dew, Delta, and State Farm, using its influencer-centric approach.

“With influencers playing an outsized role in how consumers discover, experience and ultimately choose a brand, we’re bringing together the deep capabilities that we have built in this space – across all of our regions –under a single brand and approach to ensure that every client, in every market can access the same industry-leading talent, tools and technology to build influencer partnerships that unlock brand growth,” Florian Adamski, OMG CEO, said.

The Creo units in Asia-Pacific (APAC) under OMG’s offering are led by Georgina McKinnon, CEO of content at OMG APAC. In selected markets, including India in APAC, the capabilities will operate as OMGCreo.

McKinnon said, “Influencer partnerships are key for our clients, who look to drive cultural impact and build genuine connections with consumers. With Creo, our clients get access to end-to-end solutions that provide them with the strategic advantage to elevate their campaigns and drive measurable results in today’s dynamic market. We look forward to helping our clients lead in the influencer marketing space.”

As part of the Omnicom network, Omnicom Media Group (OMG) Hong Kong plays a key role in delivering end-to-end transformational experiences rooted in data, content, and integrated planning, powered by the Omni open operating system. In a fast-moving and competitive market like Hong Kong, OMG continuously adapts by balancing global expertise with local understanding while staying ahead of shifting consumer behaviours and expectations.

But what does it take to lead an agency holding company to success? And how does an executive’s leadership philosophy shape the culture, client partnerships, and long-term business direction?

To explore these questions, we sat down with Derek Yip, chief operating officer of Omnicom Media Group Hong Kong, for our latest Agency Leadership Decoded interview. In this piece, he shares his leadership approach, insights on navigating the Hong Kong media landscape, and the strategies OMG Hong Kong is adopting to stay ahead of the curve.

Empowering leadership for strategic growth

Derek has been with OMG since 2011, beginning his journey as head of buying at OMD Hong Kong. Over the years, he expanded his expertise across investment and trading roles, eventually taking on the role of COO at OMG Hong Kong in 2023.

As a seasoned leader, Derek’s philosophy centres on empowerment, adaptability, and a relentless focus on value creation. This mindset has helped shape a culture at OMG Hong Kong that values collaboration, innovation, and accountability.

Derek cultivates a culture that values experimentation and rewards calculated risks, which is crucial in a dynamic market like Hong Kong.

“I believe that great leaders don’t create followers—they inspire teams to take ownership, think creatively, and act decisively,” he shared.

On the client side, this philosophy translates into building deep, strategic partnerships rather than transactional relationships. Derek emphasised that the goal is to truly understand each client’s business, anticipate their needs, and deliver solutions that create measurable impact.

“That’s why we are not just vertically growing OMG HK’s business, but also expanding our business horizontally to enrich our offerings in the areas of performance, content, influencers, data, and research through our different specialised business units,” he added.

Derek’s people-first, value-driven mindset also steers OMG’s broader strategy. Whether it’s adopting emerging technologies or building omnichannel campaigns, he ensures the teams remain agile and aligned to client goals.

“By empowering our teams and aligning their strengths with our clients’ goals, we ensure OMG Hong Kong remains a leader in delivering transformative media solutions,” he said.

Balancing global excellence with local cultural depth

Leading an international agency holding company in a culturally unique market requires a nuanced balance of global thinking and local depth. For OMG Hong Kong, this is a constant pursuit—and one that Derek is committed to achieving.

“Balancing global best practices with local relevance is a cornerstone of our success,” he explained. “We achieve this through a dual-lens approach: leveraging the scale and insights of our global network while embedding a deep understanding of Hong Kong’s cultural, economic, and consumer nuances into everything we do.”

On a global level, Derek shares how OMG Hong Kong draws on proven frameworks, such as data-driven targeting, omnichannel integration, and emerging technologies like AI and programmatic advertising, to ensure strategies meet international standards of excellence.

At the same time, OMG places strong emphasis on cultural fluency and market intimacy. The teams are actively working on various customised projects to help clients uncover local insights and capture new opportunities.

“For instance, our Hong Kong video landscape study, which analyses video viewing habits in Hong Kong, has enabled our clients to understand and contextualise shifts in viewer behaviours,” Derek noted.

“Additionally, our customised AI social listening solution empowers clients to process vast amounts of data, resulting in actionable insights that reflect local customer sentiments, thus helping them prioritise their media buys to reach particular demographics. Furthermore, our recent ‘New Hong Kongers’ research assists clients in uncovering new market opportunities. By combining global rigour with local insights, we deliver work that is both world-class and distinctly reflective of Hong Kong,” he further explained.

Agility by design with impact at speed

At OMG Hong Kong, agility—both in mindset and operations—is deeply embedded in the agency holding company’s DNA, a quality Derek sees as vital to thriving in the city’s fast-paced environment. He shared how this agile approach plays out across three key areas of the business.

“For decision-making, we utilise our proprietary tools, such as the Omni open operating system, to analyse media data and empower our teams to respond swiftly,” he said.

When it comes to talent, Derek believes continuous learning and adaptability are foundational.

“Our people are our greatest asset, so we invest in upskilling programmes that cover key topics from presentation to management skillsets. This ensures our teams can respond to evolving demands,” he continued.

As for campaign execution, Derek highlighted OMG’s test-and-learn mindset—launching minimum viable campaigns to gather insights quickly, then scaling what works.

“This keeps us nimble, ensuring we meet client deadlines and exceed consumer expectations in a market that never slows down,” he added.

Navigating tomorrow’s landscape

As the team goes full steam ahead in the second quarter of 2025, Derek sees three major trends that are shaping agencies’ strategies in Hong Kong: AI-powered personalisation, short-form video, and purpose-led marketing.

He’s confident that OMG Hong Kong is well-positioned to harness these trends for its clients.

“We’re leveraging advanced analytics and machine learning to deliver hyper-targeted campaigns that speak directly to individual preferences, whether through dynamic creative optimisation or tailored e-commerce experiences,” Derek highlighted.

When it comes to short-form video, he shared that OMG Content, Omnicom’s partnership, social, and entertainment division, is focused on producing “snackable, high-impact content that cuts through the noise”—a response to the rising popularity of video formats driven by platforms like Instagram Reels and Xiao Hong Shu, which continue to dominate, particularly among Gen Z and millennials.

Derek also stresses that sustainability is no longer a nice-to-have. Purpose-driven marketing is gaining traction as consumers in Hong Kong demand more from the brands they engage with.

“We have collaborated with our client, L’Oréal, to authentically integrate ESG principles into their narratives using our proprietary tool, OMG Impact. This tool enables us to align client media investments with specific ESG goals, reflecting local values such as community and responsibility,” he explained.

“By staying ahead of these trends, we equip our clients with strategies that are both innovative and impactful,” Derek added.

Thriving in the face of growing competition 

When asked about the biggest challenges and opportunities for agencies in Hong Kong, Derek acknowledged the increasingly competitive nature of the marketing landscape. While this presents clear hurdles, he also sees it as a catalyst for game-changing opportunities.

“The biggest challenge for agencies in Hong Kong will be navigating economic uncertainty and intensified competition. With global brands eyeing the Greater Bay Area (GBA) and local players upping their game, differentiation will be tougher than ever,” he noted.

Still, Derek believes that the rise of regional opportunities and emerging technologies paints a promising picture for the future.

“The GBA’s growth offers a chance to scale campaigns regionally, while advancements in tech, like immersive AR/VR experiences or blockchain for transparency, can redefine how we engage audiences,” he explained.

For the next generation of agency leaders, Derek offers practical guidance: “First, master data—it’s the currency of modern marketing, and those who can turn insights into action will win. Second, stay curious and adaptable; the tools and platforms we use today won’t be the same in five years, so embrace change. Finally, focus on purpose—build teams and campaigns that inspire, not just sell.”

As OMG Hong Kong expands its capabilities and embraces innovation, Derek’s leadership ensures the agency isn’t just keeping pace with change but actively shaping what’s next, continuing to transform experiences.

Hong Kong – To mark its 160th anniversary, HSBC has partnered with Omnicom Media Group (OMG) Hong Kong and its creative arm Fuse to unveil a bespoke Rube Goldberg Machine installation at the iconic HSBC Main Building.

For the campaign, OMG Hong Kong enlisted local kinetic mechanism artist Joseph Chan to realise the concept, resulting in an interactive installation that traces HSBC’s 160-year legacy through a sequence of mechanical movements and visual storytelling.

The experience begins with a ball set in motion past the desk of founder Thomas Sutherland and the bank’s iconic bronze lions, Stephen and Stitt—named after senior executives of the era.

From there, the machine transitions to key visual milestones, including the creation of HSBC’s hexagonal logo by designer Henry Steiner and the symbolic lighting of the main building. It then moves through the bank’s early involvement in shipping services, representing its foundational role in trade and communication. This phase is followed by a timeline of financial instruments—from historical banknotes displayed on a rotating ring track to chequebooks and the evolution of credit cards.

Vintage HSBC commercials play on a retro television set before shifting to a screen that signals the arrival of the mobile banking app—marking the bank’s entry into the digital age.

The installation culminates in a segment featuring PayMeow, the mascot of HSBC’s PayMe app, highlighting the bank’s digital transformation. The journey ends with a piano tribute to the composer of the HSBC theme song, closing the loop on the bank’s long-standing narrative of innovation and heritage.

Chilai Howard, creative director of Fuse at OMG Hong Kong, shared, “Our vision is to seamlessly integrate art into brand experiences. In this project, we draw inspiration from a Rube Goldberg machine, using it as a dynamic timeline to narrate HSBC’s rich history. This interactive installation invites audiences to explore its depths, revealing hidden details and fostering discovery. By engaging the senses and sparking curiosity, we transform observers into active participants in this immersive journey.”

“We are honoured to collaborate with HSBC in celebrating their remarkable history. We believe in the power of creativity to tell compelling stories, and these groundbreaking installations showcase HSBC’s past in a way that adds even more meaning to their present journey,” added Natalie Yu, content & communication director at OMG Hong Kong.

The installation positions itself as more than a promotional effort, aiming to offer a culturally engaging experience that merges elements of art, history, and technology. Designed to educate and entertain, it has also become a visually compelling attraction for visitors.

Supporting the installation is a 30-second video released on 4 March, offering a glimpse into the Rube Goldberg sequence and encouraging audiences to explore HSBC’s historical milestones remotely. A longer-form version documenting the full experience was released on 8 April.

In addition to the Rube Goldberg Machine, Fuse collaborated with HSBC on two other installations. One is an immersive time tunnel that walks visitors through key moments and developments in the bank’s history. The other, a large-scale birthday cake display, serves as a visual marker of the bank’s 160th anniversary.

“We are pleased to unveil this Rube Goldberg Machine Installation to kickstart our year-long 160th anniversary celebration. This innovative installation is designed to transform archival elements into modern, interactive and dynamic exhibits that connect us with diverse customer segments. We are delighted to see Hongkongers visiting and capturing moments with the installation—exactly as we envisioned, enhancing their connection to our brand experience,” said Cheuk Shum, head of marketing, wealth and personal banking, Hong Kong at HSBC.

Hong Kong – Hearts & Science, the Omnicom Media Group (OMG) agency, has appointed Doris Kuok as managing partner to spearhead its expansion and lead operations in Hong Kong.

Effective immediately, Kuok will assume responsibility for overseeing the agency’s operations, strategic direction, financial performance, and client relationships. In her new role, she will drive the development of innovative tools and solutions to help renowned brands forge meaningful consumer connections.

Kuok brings over 20 years of experience across the beauty, FMCG, finance, luxury, and travel sectors. Most recently, she was Managing Partner at OMG Hong Kong, where she strengthened client partnerships and fostered collaboration to drive innovative media strategies and strong performance.

Under her leadership, OMG Hong Kong garnered multiple regional and local industry accolades. Kuok was also instrumental in securing Hearts & Science’s significant wins, including Warner Bros. Discovery in APAC and the recent AS Watson media mandate in Hong Kong.

Commenting on her appointment, Kuok said, “Hearts & Science is committed to delivering data-driven strategies to help our clients reach consumers in moments that matter. My goal is to foster a culture of bold creativity, strategic excellence, and deep collaboration, drawing on the vast experience and resources of OMG to deliver media solutions that help brands strengthen emotional connections with consumers and drive loyalty.”

In her new role, Kuok will report directly to Derek Yip, chief operating officer at OMG Hong Kong.

Yip commented, “The expansion of Hearts & Science into Hong Kong represents a pivotal moment for OMG, as we establish a third agency offering. A dynamic individual with strong business acumen is required to lay the groundwork for Hearts & Science’s success in the market, and we have found that leader in Doris.”

He continues, “An ambitious collaborator, Doris moves at pace and inspires others by leading by example. Doris’s experience, coupled with OMG’s Agency as a Platform proposition, will chart a new phase of growth for Hearts & Science in Hong Kong, driving impactful results for our clients and our business.”

Kuok’s appointment comes after the agency’s recent win of AS Watson’s media mandate in Hong Kong, marking a continued expansion in the APAC region.

It also follows the momentum Hearts & Science has gained in APAC since its launch in Australia and New Zealand in 2019. In Q1 2025, the agency appointed Rochelle Chhaya as its first APAC CEO to lead a growing portfolio that includes global brands like Jaguar Land Rover and Versuni, along with regional players such as Warner Bros. Discovery and DBS Bank.

Singapore – Omnicom Media Group agency PHD has appointed Kiron Kesav as chief strategy officer, APAC. In his role, Kesav will lead strategic planning, business growth, innovation, and digital transformation, powered by the Omni open operating system.

With over 15 years of industry experience, Kesav was most recently OMG Malaysia’s Chief Strategy Officer, during which he led several successful multi-market and local pitches including OPPO, Warner Bros. Discovery, CelcomDigi, and Dutch Lady. 

Kesav also championed AI adoption across the agency and elevated OMG Malaysia’s reputation as an industry thought leader through several initiatives, including conceptualising the flagship ‘Future Play’ event.

Before taking on the group role, Kesav spent three years with PHD Malaysia as GM, Strategy and Platforms, driving strategy and the use of new technology platforms, and scaling the adoption of Omni in the market. 

As a result, PHD Malaysia was among the top 10 markets globally in terms of Omni Studio usage. Additionally, Kesav was instrumental in conceptualising and designing key strategy products, including the Digital Efficacy Monitoring Framework, PHD Pulse, and OMG OOH Priority Radar.

He reports into PHD APAC CEO Eileen Ooi, effectively immediately. Together with PHD’s regional leadership team, Kesav will drive better business outcomes for clients by leveraging intelligence that connects businesses to the next generation of consumers.

Speaking on his new role, Kiron said, “PHD APAC boasts of some of the sharpest strategic minds in the industry and for me, it is a fantastic feeling to once again to don the PHD colours and work alongside them. I see our strategy teams across markets being the force multipliers in our journey to make our new proposition – Intelligence. Connected. – meaningful in APAC while capitalising on the immense potential of OMG’s capabilities. I am excited to partner with our global and regional teams to deliver transformative growth for our people and our clients with a focus on bringing clarity in complexity.”

Kesav will continue as OMG Malaysia’s chief strategy officer in the interim while a search for his successor is underway, ensuring a seamless transition and sustained momentum. 

Meanwhile, Ooi commented, “Kiron is a seasoned strategy expert who is skilled in navigating the complexities of brand building. Having worked with him during my time at PHD and OMG in Malaysia, I recognised Kiron’s knack for insightful analysis and creative problem-solving that successfully brought clients’ visions to life. His ability to unlock growth opportunities while leveraging OMG’s Agency as a Platform proposition to create inspiring executions will help our clients outthink, outpace, and outgrow their competition, making him a valuable asset to PHD APAC.”

Hong Kong – Hearts & Science, an Omnicom Media Group agency, has secured the media business for AS Watson in Hong Kong following a competitive pitch, MARKETECH APAC learnt.

Effective 1 March 2025, Hearts & Science assumed responsibility for all media duties, covering both online and offline channels.

The pitch, reportedly held in the second half of 2024, saw participation from multiple agencies, including incumbent dentsu.

This appointment comes on the heels of the agency’s recent win with Warner Bros. Discovery, where it was named the media agency of record for WBD’s Theatrical and Streaming divisions across multiple Asia Pacific markets.

Earlier this year, OMG also appointed Rochelle Chhaya as APAC CEO of Hearts & Science, leading its regional expansion, including launches in Malaysia and Taiwan in Q1 2025.

Singapore – Omnicom Media Group agency Hearts & Science has been appointed the media agency of Record for Warner Bros. Discovery’s Theatrical and Streaming divisions across several Asia Pacific markets, following a competitive pitch.

Beginning first quarter of 2025, Hearts & Science will manage integrated planning and media strategy across Theatrical and Streaming campaigns in Singapore, New Zealand, Taiwan, Malaysia, and the Philippines. Additionally, the agency will also manage the streaming account in Thailand, Hong Kong, and Indonesia. 

This win follows Hearts & Science’s successful management of the Max launch across seven markets in November 2024, further showcasing the agency’s ability to deliver large-scale, multi-market campaigns with precision and creativity.

Hearts & Science’s data-driven approach, combined with its deep understanding of local market dynamics, positions it as a trusted partner to deliver innovative solutions tailored to Warner Bros. Discovery’s goals in the ever-evolving entertainment landscape.

Rochelle Chhaya, CEO at Hearts & Science APAC, expressed her enthusiasm for the partnership, “The pitch process was an inspiring and collaborative journey, and we thoroughly enjoyed the opportunity to engage with Warner Bros. Discovery’s vision for the future of entertainment. Winning this business is a proud moment for our team, as it reflects our ability to combine regional integration with local nuance. We are eager to build on this foundation, fostering a partnership that delivers impactful storytelling, strategic media planning, and measurable success. Together, we’ll redefine entertainment marketing in the region.”

Julie Glenn, head of theatrical marketing for Asia-Pacific at Warner Bros. Discovery commented on the appointment, “We were impressed by Hearts & Science’s strategic thinking, regional cohesion, and ability to adapt to the unique nuances of each market. Their demonstrated success with the Max launch and their collaborative approach during the pitch process gave us confidence that they are the right partner to bring our vision to life. We’re looking forward to an exciting and productive partnership.”

New Zealand – Omnicom Media Group (OMG) has named PHD New Zealand CEO Nikki Grafton to the newly established role of CEO of OMG New Zealand, marking the first time that OMG’s New Zealand operations will have executive oversight as a stand-alone market, rather than under a combined ANZ leadership team.

As CEO, Grafton will lead the ongoing expansion and evolution of OMG’s future-ready business model, ensuring OMG’s New Zealand agencies OMD, PHD and Hearts & Science have the talent, tools and technology needed to drive brand growth in a robust marketplace, and tap into the dynamic opportunities available in a rapidly evolving landscape. 

In her new role, Nikki will be supported by Nigel Douglas, CEO of OMD New Zealand, and Jane Stanley, CEO of Hearts & Science, ANZ. Nikki will report to OMG APAC CEO Tony Harradine, effective immediately.

During her two decades with PHD New Zealand, Grafton played a key role in establishing PHD’s reputation for building strong client relationships, fueled by innovation and measurable brand growth. 

Meanwhile, PHD New Zealand Managing Director Abby Parkin will be elevated to CEO of PHD New Zealand, effective 1 March, working closely with Grafton to ensure a smooth transition. As MD, Parkin delivered market-leading communications solutions for clients while nurturing PHD’s talent. 

She also worked together with the leadership team to evolve PHD’s products and services to meet the industry’s evolving needs. As CEO, Parkin’s primary goal is to ensure that PHD New Zealand consistently delivers innovative and future-proofed solutions to drive results for clients and the business.

Commenting on her new role, Grafton said, “OMG has a solid bench of innovative thinkers who are passionate about unlocking new possibilities and delivering incredible work for our clients. This is an exciting time for OMG in New Zealand and I look forward to working alongside our talented teams to drive innovation, deepen partnerships and create meaningful impact in the market.

Meanwhile, Harradine commented, “As one of OMG’s epicentres of growth in Asia Pacific, New Zealand represents a crucial market for our continued progress in the region. A tenacious leader, Nikki understands what makes consumers tick and is adept at translating clients’ ambitions into tangible results. The close-knit client relationships she has forged signify brand confidence in OMG’s Agency as a Platform proposition and our talent, making Nikki a key pillar in delivering competitive advantage for our clients and the business in New Zealand.”