Tag: Omnicom Media Group

Kuala Lumpur, Malaysia – Daler Kendzhaev, most recently the head of Annalect Malaysia, has been promoted to managing director for investment and specialist solutions at Omnicom Media Group (OMG) Malaysia. In an exclusive interview with MARKETECH APAC, Kendzhaev said the new role will see him work with partners and vendors on the investment and partnerships front and manage OMG’s specialist solutions – Annalect, TransAct, and Digital Performance.

Kendzhaev’s newly created role comes as OMG believes it can unlock better solutions for clients through centring the capabilities of investment partnership, specialist solutions, and data under one leadership. 

He added that the role is about continuing the momentum OMG has already built by enhancing the agency network’s current relationship with partners through a connected and collaborative strategy, with a singular focus on delivering holistic and innovative products. This will be done while continuing in the area of future-facing data and tech solutions.

As OMG has great ambitions to drive momentum for clients and partners, Kendzhaev said the goal for the next six to 12 months is to improve the synergy between the investment and partnership teams and to meet clients’ needs in the rapidly evolving digital ecosystem.

“At Omnicom Media Group, we are poised to take an active role in developing and delivering the incremental value to our clients through these investment solutions, and also advancing our performance value for our clients,” he added.

Kendzhaev spent nearly four years as head of Annalect Malaysia during which he oversaw the increased adoption of Omni, Omnicom’s industry-leading marketing orchestration and insights platform, across OMG Malaysia and its agency brands. 

Under his leadership, Annalect was hungry for growth and adopted a first-mover mindset. “We treated Annalect in Malaysia like a start-up within a large organisation. We had great support from our regional teams that allowed us to achieve really great results in various areas within the group,” Kendzhaev explained.

Some of the initiatives Annalect have worked on include solutions around data automation and visualisation, as well as consulting and enabling marketing tech for brands. OMG also obtained Google Analytics (GA) partner status in Malaysia with certified specialist team to assist clients in their GA4 migration journey.

Understanding industry challenges and opportunities in media investments

When asked about the challenges and opportunities in the media investment space, Kendzhaev said one thing that stands out is the complexity of the measurement metrics in the industry today, which leads to other growth areas.

“In Malaysia, we don’t really have an aligned way of measuring media investments both in the offline world with different methodologies for mediums like TV, especially when it comes to the return on investment. Moreover, there is also a complete lack of measurement in digital, which leads to lot of dysfunctions in decision-making for advertisers,” he explained.

He added, “The upcoming changes in the digital ecosystem without [third-party] cookies is going to add complexity when it comes to digital measurement. Marketers and businesses, are urged to focus on understanding the true impact of media investments on brand equity, sales or other business metrics that are important.”

OMG believes that the cookieless future is one part of where the industry is headed in a privacy-first world. Effective advertising is powered by a variety of signals, with traditional signals like cookies being one of them. With traditional signals deprecating soon due to high privacy concerns, the industry needs to consider new developments like Google PAIR and The Trade Desk’s Unified ID 2.0.

“Let’s take advantage of it. With this connected role, we can move at a faster pace with our clients,” Kendzhaev added.

He also noted that industry collaboration would be ideal in forming strategies and ideas and getting consensus in measurement approach. Nonetheless, OMG has been working on different solutions surrounding connected measurement, future signals, and the digital ecosystem. 

“[These solutions] focus on solving measurement issues for various levels such as strategic management decisions down to the day-to-day operational tactics as well. That’s one of the key elements we are focused on in our business” he said.

Considering yet another delay from Google on phasing out third-party cookies, Kendzhaev explained that the whole idea behind the deprecation is to have a privacy-safe environment for advertising and not solely rely on traditional signals like third-party cookies. Given the news, he said marketers should continue progressing towards a privacy-centric approach to advertising.

“We are taking a comprehensive approach, which has been ongoing for a couple of years. Our approach starts with an audit, understanding where the clients are and the goals, they would like to achieve leveraging marketing tech. With that audit, we recommend solutions that are bespoke to the brand, that go across different elements: starting from having the right measurement framework in place, data collection and storage in the privacy-compliant way, to derive insights and improve consumer relationship,” Kendzhaev explained.

This ties in with building a privacy-safe environment and creating a unified view of the customer through UIDs. “Some of the clients that we work with have already started this journey. The delay also means advertisers have additional time to prepare for the change” he added.

T-shaped skill sets and optimism about the future

Talent is another key area Kendzhaev believes is crucial to the industry’s growth and it is important to have T-shaped skillsets in data and tech. “You want to understand how media works so you can bring value to what we do on a day-to-day basis and create solutions that will be more relevant to businesses today. Whether it’s the brands or advertisers or agencies or even vendors, we need to pay attention and invest more in terms of the talent, as well as upskilling them in understanding of what’s happening in the ecosystem that’s going to be critical,” he explained. 

Despite all these challenges, he remains optimistic about the ever-changing media landscape.

“At OMG, we are constantly on the lookout for new partnerships driving that unique proposition and incremental value for our clients. Everything that we do within our partnerships has always had elements of how we can create unique value for our clients and that’s something that we’ve been central to our approach,” he concluded.

Jakarta, Indonesia – Omnicom Media Group (OMG) in Indonesia has promoted Rohan Mahajan, managing partner at PHD Indonesia, to chief operating officer – media services. In his new position, he will lead a team of 300 professionals from OMD, PHD, Transact, and Annalect. Mahajan will continue to report to Rajat Basra, CEO-president director of OMG Indonesia. 

In his new position, Mahajan’s responsibilities are overseeing the application of OMG Indonesia’s practices to all agency brands. 

Mahajan’s promotion is a testament to his business acumen and ability to close deals. Since joining the agency network in 2017, he has been helpful in growing its clientele and fostering important business ties. 

Digital media was Mahajan’s area of expertise when he started his consultancy career. His knowledge of digital media and account management has served him over the years in offering clients innovative, timely, and useful hybrid business solutions. 

Speaking about the appointment, Rajat Basra, CEO of OMG Indonesia, said, “Rohan’s journey to this point, growing through the ranks, has prepared him well for this moment. The joy of seeing someone start his Omnicom journey first at OMG India, migrate to Indonesia on a growth task, and take the helm after six years of consistent performance is unparalleled. Rohan will not only strengthen the OMG Indonesia media services network but also create the conditions for all our clients to meet and exceed their goals and ambitions, with the best talent, experience, practices, and know-how.” 

Meanwhile, Mahajan stated, “It is an exciting time for OMG not only globally but here in Indonesia too. We’re celebrating our 10th anniversary in Indonesia being named the fastest growing Media Agency Network in Indonesia and as per RECMA’s latest report, we are ranked second. This is surely a testament of a decade-long strong leadership by our Indonesia Board of Directors, a very stable ecosystem of satisfied clients and industry best talent that makes OMG Indonesia a network with a difference in the market. Our clients, talent, and partners keep aiming higher and that opens award-winning possibilities.” 

Furthermore, Danar Hardianto, general manager, PHD Indonesia, said, “I am ready to be at the forefront and lead this advancement, acting as a catalyst for the consistent and comprehensive roll-out of our offering everywhere.” 

Singapore – The phase-out of third-party cookies by Google is hitting yet another roadblock, as the tech giant announced that the move will most likely be delayed until early 2025. This is the latest cookie deprecation delay from Google, with the phase-out initially intended to roll out back in 2022.

In a blog post in Google’s The Privacy Sandbox page, it stated that they recognise that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers and that they will continue to engage closely with the entire ecosystem.

“It’s also critical that the Competition and Markets Authority (CMA) has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4,” Google stated.

The first delay on the Google third-party cookie phase-outs happened by late 2023, then again to late 2024, and now to early 2025.

In light of yet another year of delay of third-party cookie phaseout, MARKETECH APAC reached out to multiple industry leaders in the region to learn more about what does this delay means for the future of a privacy-centric advertising strategy for marketers moving forward, and how brands should continue in their efforts to utilise first-party or zero-party data strategies for their marketing initiatives moving forward.

Genelle Hung, Country Manager for SEA at PubMatic

Adapting advertising technology for a more privacy-centric future is paramount and is an effort worth taking the time to get right. Google’s new timeline does not change our commitment to creating a vibrant ecosystem around Privacy Sandbox as well as other addressability innovation areas like alternative IDs, contextual signals and commerce media. At PubMatic, we are not taking our foot off the gas. We are continuing to test and innovate around Privacy Sandbox initiatives so we can best prepare our publishers and media buyers for an inevitable cookieless future.

Nishanth Raju, Managing Director for Asia at Lotame

Deja vu, Google. It’s really no great surprise that Google has pushed back the third-party cookie deadline again. It’s in an impossible polyamorous relationship where none of its partners (legislators, regulators, industry execs) are satisfied by its commitment. The message for brands and agencies is crystal clear. Do not slow down on divesting your advertising from cookies, as they will be retired at some point. It’s a matter of who controls your fate. Give into waiting on Google, and you’re unfortunately wasting precious time building a solid portfolio of options, whether it’s identity frameworks or data collaboration. 

Dan Richardson, Director of Data & Insights for AUSEA at Yahoo

Google’s new timeline helps the industry continue to test and adapt. Beyond even cookies, non-addressable inventory will only increase and the industry should act now to prepare for these changes. Either way, Yahoo is ready to support advertisers today, with solutions for addressable and non-addressable environments, as well as testing in the Privacy Sandbox.

Gary Cheung, General Manager at NP Digital Hong Kong & Taiwan

From our point of view, the delay comes to no surprise, but the deprecation of cookies will happen eventually, and marketers and advertisers need to prepare for it. This further delay will allow marketers additional time to prepare for the loss of third-party cookies and how we should adopt a first-party-driven data strategy to drive accurate and impactful marketing. 

It is crucial for marketeers and brands to focus towards in maximising the acquisition of 1st-party data. This includes different types of data such as CRM, loyalty data, as well as online behavioural data gathered from digital assets like websites, apps, and media data such as clicks and views.

Bharat Khatri, Chief Digital Officer, Omnicom Media Group Asia Pacific

The cookieless future is not the whole story but one part of where we are headed in a privacy-first world. Effective advertising is powered by a wide variety of signals not just cookies. These traditional signals are bound to deprecate next year or soon due to high privacy concerns.

But there is a bigger issue — our industry is so focused on these declining traditional signals that they are not considering new developments like Google PAIR and The Trade Desk’s Unified ID 2.0. Privacy centricity is the now and the future for our industry. 

Nonetheless, this news does not slow down the comprehensive approach we are taking to help clients stay ahead of the curve. OMG is taking a privacy by design approach with clients and accelerating towards privacy-safe future signals to continue our commitment towards responsible advertising.

Fai-keung Ng, Director of Data Partnerships at The Trade Desk

This is a quintessential illustration of why tethering the future of your business to a highly uncertain solution is not advisable. Advertisers ought to persist in their first-party data building endeavours, while publishers must prioritise expanding their base of authenticated users, regardless of Google’s cookie deprecation decision.

It is worth noting that this third-party deprecation delay by Google doesn’t comes as a surprise for many of the industry leaders in Asia-Pacific, as many are optimistic in the alternative strategies they use for a privacy-centric advertising era ahead. Moreover, utilising first-party and zero-party data using various advertising strategies are becoming more and more commonly applied across the industry, with some saying as well that this delay will not slow down their approach for responsible advertising, as they aim to guide their clients to stay ahead of the curve. From a general perspective, this new delay from Google is another indication for many industry leaders to continue evolving towards a future where understanding of users’ privacy is at the heart of their responsible advertising mantra online.

Taiwan – OMD Taiwan, a subsidiary of the Omnicom Media Group, has named Jason Chen as its new general manager to support business growth. 

In his new role as general manager, Chen will focus on the continuous development and growth of OMD’s client partnerships, commercial operations, product, talent, and culture. 

Chen emphasised his commitment to using his extensive experience to address the challenges and opportunities brought about by the rapid development of marketing technology. The agency network will leverage Chen’s invaluable wealth of experience and insights in combining media, data, and marketing technology to create win-win marketing campaigns for brands and consumers. 

He will lead the team in utilising global resources, technology, and data insights tools to enhance OMD’s competitiveness and talent development and deepen the agile thinking within the agency brand. Chen’s main aim is to assist brands in creating better consumer experiences, continuously strengthen the leading position of client brands, and drive business growth, making OMD the most trusted business partner for clients.

Chen previously spent nearly a decade at OMG and OMD in Taiwan, leading its digital transformation for clients. Now, with over 18 years of experience in digital and media, Chen returns to the OMG network with extensive expertise in marketing, data-driven marketing technology, media integration, and client service. 

Prior to his appointment at OMD Taiwan, he worked at GroupM and has also worked at d.vibe Digital, dentsu Solution Center, and tech start-up Ainotam, making significant industry contributions in the areas of media, data, and marketing technology. 

Overall, his remarkable leadership earned him several accolades and numerous successful pitch wins, resulting in internationally acclaimed case studies for various brands. 

Charlotte Lee, CEO at OMD Asia Pacific, said, “Jason’s demonstrated expertise in client management, business operations, and digital strategy presents a significant advantage for OMD in Taiwan, especially as we capitalise on emerging opportunities to explore new possibilities for our clients. His recruitment aligns with our ambition to accelerate growth through digital leadership, business transformation, and a connected culture.” 

Also speaking on the appointment, Kelly Huang, CEO of Omnicom Media Group Taiwan, shared, “Jason’s leadership in digital transformation at OMG and OMD makes him one of the most influential figures in our industry. In recent years, OMD has been actively transforming and expanding, keeping pace with the rapid changes in the market. In this rapidly changing market environment, talent, data, and client servicing have always been core values of our group. Faced with the current changes in the environment, we need an agile-thinking team. We are very pleased that Jason has returned and accepted this new challenge. We believe that under his leadership, OMD will once again reach new heights and create new milestones.” 

Kuala Lumpur, Malaysia – Malaysian based Taylor’s University, through its School of Media and Communication, has recently signed a memorandum of understanding (MoU) with Omnicom Media Group (OMG) Malaysia, marking the commencement of a dynamic collaboration aimed at fostering talent development within the advertising and media industry.

This strategic partnership between Taylor’s University and OMG Malaysia underscores a shared vision to bridge the gap between academia and industry, ensuring that graduates are equipped with the skills and knowledge necessary to thrive in an ever-evolving media landscape.

The collaboration will facilitate initiatives such as guest lectures, industry workshops, internships, collaborative industry projects, and sharing real-life case studies and experiences with students through projects from OMG’s wide repertoire of clients, which will offer students with opportunities to gain practical experience, network with industry professionals, and stay ahead of emerging trends in advertising and media.

Additionally, this partnership also highlights the importance of industry-academia collaborations in addressing the talent needs of the advertising sector. By fostering closer ties between educational institutions and industry players, both parties can leverage their respective strengths to create impactful learning experiences and drive innovation in talent development.

Neethianathan Ari Ragavan, executive dean of the Faculty of Social Sciences and Leisure Management at Taylor’s University, expressed his enthusiasm about the collaboration, stating, “This partnership exemplifies our commitment to providing our students with real-world experiences and industry exposure. By working closely with OMG Malaysia, we aim to empower our graduates with the skills and insights needed to excel in the dynamic field of advertising.”

Meanwhile, Eileen Ooi, CEO of OMG Malaysia, commented, “As a leading media agency, we recognise the importance of nurturing the next generation of talent in our industry. By partnering with Taylor’s University, we are committed to supporting the development of future-ready professionals who will drive innovation and excellence in advertising and beyond.”

Manila, Philippines – A new study by Omnicom Media Group (OMG) has found that Filipino gamers have the lowest propensity to spend PHP 620 and above in a month on in-game purchases compared to their APAC counterparts. Gamers in China, for example, spend at least three times more and those in Hong Kong spend two times more.

According to the report, the concept of creating value for Filipino gamers is crucial because when they do spend on microtransactions, the reasons are value-specific, e.g. when there is a sale (50%), in-game power-ups (36%), gifts (31%), a treat for oneself or someone else (31%), and limited-time release (29%).

In general, 50% bought an in-game skin, character, or accessory in the last three months. Other items purchased during the period included battle/season pass (38%), gears/weapons (33%), extra lives, hints, or boosters (29%), and gaming currency (28%).

The report notes that while gaming is a popular activity in the Philippines, oly around 61% of Filipino gamers identify with the label ‘gamer’, on par with the APAC average and sharing similar sentiments as counterparts in Singapore, Vietnam, Malaysia, and Indonesia.

Meanwhile, around 28% do not consider themselves gamers and 10% are unsure. Across all generations, those do not associate with the term ‘gamer’ share two common themes for its definition: time spent playing and device played on.

The top reason was respondents only gaming on their smartphone (44%), like those in Malaysia, Indonesia, and Thailand. Some also said gaming is not their only hobby (35%) and that they do not play enough (33%).

According to the report, while these items offer brands a variety of opportunities to create in-game collaborations, companies might see lower than expected conversions due to low average monthly spend. Also, these branded collaborations might only work if there is high brand affinity and if they offer value to gamers. In turn, branded microtransactions require a variety of exciting, urgent, and emotional messaging to persuade gamers to purchase.

Mary Buenaventura, CEO at OMG Philippines, said, “While Filipino gamers might experience Internet challenges such as penetration and speed, one should never underestimate the opportunities in gaming. This research indicates that most gamers can no longer be stereotyped as hermits in their dark rooms. Instead, they are highly mobile and are playing during breaks or during their daily commute, thereby democratising the gaming experience.”

She added, To succeed in this space, brands are encouraged to invest on game development or in-store gaming experiences that meet the high expectations of Filipino gamers’ and offer them original, real-world moments.”

Singapore – Nearly half, or 42%, of marketers in the Asia-Pacific region still use AI for content creation while 39% use it for brainstorming, the data from Omnicom Media Group (OMG) showed.

The report from OMG revealed that the AI boom is far from over, with 90% of online information predicted to be AI-generated content by 2026.

While ChatGPT recorded a 10% dip in its users in June 2023, enterprise AI is still thriving and is expected to remain relevant in 2024. This prediction is backed by a 48% increase in AI funding in 2023 and the continuous efforts of tech giants Google and Microsoft to develop and deploy their own generative AI capabilities in 2024.

Moreover, the report showed a rise in the use of visual search in APAC. The function is particularly popular with Chinese consumers, where 84% of the online population in the market now uses visual search at least once a month.

Among the applications leading the charge in visual search are WeChat, AliPay, Baidu, and Tmall. With the function offering a more seamless experience for shoppers in the ‘phygital’ world, visual search is expected to continue its hold in the region in the coming years.

OMG’s report also revealed interesting trends relevant for marketers and advertisers in terms of reaching their audience.

The report showed that connected TV (CTV) still has potential in APAC, as 2023 statistics from GWI recorded CTV and smart stick ownership growing at a five-year compound annual growth rate of 6.5% in the third quarter of the year.

More than half, or 57%, of APAC marketers also shifted at least 40% of their ad budgets to CTV. With the ability to provide consumers with the opportunity to curate their viewing experience, CTV offers a 13% increase in attention index among its viewers and a six-times increase in conversion from streaming ads compared to those on TV.

CTV is also being viewed as a way to further shape the future of areas such as shoppable media and the way ads are bought and served on the platforms, making it a valuable platform to consider for marketers moving forward.

Aside from CTV, another trend brands should look into is the growing interest of consumers in podcasts in APAC. The report revealed that 70% of APAC consumers report a higher level of attentiveness while listening to podcasts.

In fact, 26% of podcast listeners in the region prefer ads in podcasts that feel organic, and 71% of consumers actually take action after listening to ads on a podcast. It is crucial, however, that brands understand the podcast space and its listeners to avoid the feeling of intrusiveness that can disrupt relationships between consumers and podcasters, and ultimately the opportunity.

However, while technology and innovation continue to show relevant growth in APAC, 2024 is also set to crack down on big tech companies. This prediction is anchored on the new legislation being enacted across the region as a way to control emerging technologies.

The new legislation being introduced by countries across APAC aims to encourage healthy competition, ethical use of consumer data, and enforce transparency. Consumers in the region are also rallying behind these laws, with 60% backing government regulation of social media within their country. This record is more than 49% of the global average.

This crackdown has already reached companies like Meta, which has now launched paid, ad-free versions of its platforms by 2024 to comply with data protection regulations. Companies looking into entering APAC are advised to be wary of these country regulations to avoid lawsuits.

Another interesting trend, however, that marketers should consider and that the report further highlights is the growing cynicism among consumers when it comes to ads, which leads to de-influencing.

Deinfluencing, as the report describes, is where influencers look behind the veil of advertising to examine if a brand, product, or service truly lives up to what it promises or if consumers are better off using alternatives.

This trend pushes consumers to demand authenticity and transparency from companies and brands. Therefore, brands and companies should ensure that their brands and the influencers they employ are consistent with their principles and that they have a meaningful purpose.

It is important to note that OMG’s report emphasised how all eyes are now directed towards APAC as a region for innovation and new stories. Even global brands that used to be the inspiration and standard are now looking into APAC to localise their strategies.

The presence of technology allowed the population in the region to access and share their cultural diversity on a global scale. The modern twist to their rich heritage reflects the trends that emerge in the region, which consumers continue to support.

Nina Fedorczuk, chief enablement officer at OMG APAC, said, “Many of us have spent the last few years trying to minimise risk and loss. But we are now living in the New Normal, and with it come new opportunities for growth, new technologies, and new ways of living. We are seeing this across the entire landscape: brands, agencies, innovators, tech firms, and especially consumers. Our OMG 2024 APAC Trends Report covers a diverse group of trends, but at the heart of it lies the idea that we should not always play safe.” 

Singapore – Annalect, Omnicom Media Group’s data and analytics department, collaborated with Meta to implement their advanced analytics (AA) technology. This privacy-focused solution will provide Omnicom Media Group clients with next-generation measuring tools, enabling future-proof insights and maximising campaign efficacy. 

Advertisers are empowered by Meta’s Advanced Analytics (AA) to discover significant synergies. With the help of AA, advertisers’ first-party data and Meta’s own ad insights can be integrated, giving analysts a level of flexibility. By combining the data, insights are produced that allow advertising strategies to be adjusted for results. 

Fully integrated attribution models are given through Omni, Omnicom’s end-to-end marketing operating system used by all its agencies. This improves the marketing process by providing connectivity from measurement to planning and action.

Activation teams can optimise campaigns using real-time external data because of the actionable insights obtained from these models. Scalability is made by secure server-to-server connectivity. With the help of Annalect’s clean room technology, which directly benefits their clientele.

Speaking about the partnership, Paul Shepherd, president of Annalect, Omnicom Media Group Asia Pacific, said, “By enabling next-level visibility in a privacy-safe manner, this collaboration allows our clients to connect data more effectively. It gives them — and our agencies — a significant edge over their competitors in today’s future facing environment.” 

Meanwhile, Carl McLean, head of marketing Science, Meta ANZ, stated, “It’s great to see measurement capabilities that create value for advertisers, whilst also being built with privacy at the forefront. This offering will unlock new ways for the OMG network to understand the levers that truly drive performance and demonstrate where Meta can help to drive growth that lasts for our clients and partners.” 

Singapore – In-game mobile advertisements are leading gamers in the Asia Pacific (APAC) area to stop gaming, according to a new research by Omnicom Media Group (OMG) APAC. The poll included 12,204 people who were asked to rate their attitudes toward advertisements while playing mobile games.

Most of the participants report that commercials often cause them to stop playing games. Respondent preferences include wanting in-game advertisements to rotate within a gaming environment or to be seasonal. Some claim that these advertisements don’t inspire people to make in-person purchases, while others say they remember a brand for future transactions.

It is worth noting that engaging in-game encounters are crucial for drawing in players, and by bringing these encounters outside of the virtual world, businesses can make a bigger impression. When playing games, APAC players indicate a desire for material rewards from the real world, especially when it comes to mobile game advertisements.

Moreover, brands can create their own games, host gaming events, and offer in-game and real-world incentives linked to in-game successes as ways to entice and please mobile gamers. Aware of the potentially large expenses associated with developing original content, companies may decide to take advantage of the released titles like Fortnite and look into ways to create new worlds or distinctive experiences within those well-known gaming environments.

Furthermore, value is a major motivator for over half (47%) of APAC gamers, who want to get the most out of their gaming experiences at the lowest possible cost. This group is more likely to make in-game purchases or microtransactions during sales events (47%) or when they need power-ups (37%). Furthermore, a sizable portion confines their purchasing to limited-edition releases (30%) or sees such purchases as gifts for particular occasions (32%).

Speaking about the research, Nina Fedorczuk, OMG APAC’s chief enablement officer, said, “The gaming universe is an incredibly exciting one and there are numerous opportunities for brands and marketers. We need to understand the different nuances within the gaming ecosystem, including the types of moments gamers experience. For example, they can connect with friends via gaming over the weekends and be fully immersed in the experience but also play a quick puzzle game during a weekday commute.” 

She added, “It is no longer enough to treat gamers as a niche audience because almost everyone is a gamer. Brands need to find the sweet spots for this audience, and think hard about how they can add value to the gaming experience, instead of blatantly interrupting it.”

Mumbai, India – Deep Singh has been promoted to the position of national head of strategy of Omnicom Media Group India. He recently served as the strategy lead for PHD India, a post he has held since February 2021.

In his new role, Singh takes on a cooperative journey with the group’s CEOs and chief growth officer in an effort to meet growth targets and develop new business possibilities. His primary objective will be to promote the wider use of the Omnicom platform for marketing and analytics to produce increased business results.

Singh will be in charge of attending to the strategic requirements of OMD and PHD India’s important clients, utilising the agency’s solutions to discover potential and build a market position for Omnicom Media Group while working with important stakeholders to simplify complexity.

Singh has experience spanning 17 years in advertising, media, brand management, process consulting, and teaching. He previously held the position of leading the strategy product at Mindshare, overseeing the success of brands such as GSK, PepsiCo, Unilever, Dyson, Pizza Hut, KFC, and Urban Clap in the North and East regions. Additionally, he has contributed his expertise in various capacities at J. Walter Thompson Worldwide and Elephant Design. 

Speaking of his appointment, Singh expressed, “I am excited to take on this role and help accelerate OMG India’s strategic footprint. Agility and strategic superiority are paramount in maintaining a competitive edge and I’m keen on leveraging these frameworks to meet the growing needs of the marketplace.” 

He added, “My focus will be on leading the organization’s strategic initiatives and ensuring that we navigate the areas of emerging possibilities to deliver scalable business solutions and growth for us and our clients.”