Making an impact with digital media
Data-driven, impactful advertising across APAC
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WRITTEN BY
OLIVIA MINNOCK PRODUCED BY
KRISTOFER PALMER
AUGUST 2019
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O M D A PA C
OMD APAC uses data to provide insights on customers and markets for big name clients such as McDonald’s and Unilever. COO Rochelle Chhaya tells us more
“I
n today’s world, it’s hard to get five minutes of the consumer that is completely undivided. You are competing not just with
different brands, but with cute dogs running to their owners when they get home, with children throwing tantrums,” says Rochelle Chhaya, Chief Operating 04
Officer (COO) at OMD APAC. “You’re competing for the consumer to remember you; for share of mind. The only way you can do that is to ensure you know who that customer is and tell them a compelling story.” The media agency, part of Omnicom Media Group (OMG), has excelled by taking on the challenge of marketing its clients’ brands in an increasingly digital age. Working with some of the world’s largest companies operating in Asia, its clients include McDonald’s, Nissan and Pepsi. “OMD is a media agency – but to truly talk about what we do, I would say we are marketing consultants and partners. We work with clients on the business objective they want to achieve,” explains Chhaya, who joined the company in 2007.
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O M D A PA C
“ You’re competing for the consumer to remember you; for share of mind” — Rochelle Chhaya, COO, OMD APAC
Initially, Chhaya was brought in to introduce digital for the region, and in over a decade at the company she has led digital services for a range of clients in a variety of markets including Thailand and Singapore. “It was extremely eye opening from a digital and business building perspective, as well as in terms of managing people and cultures effectively. Thailand is one of the few markets in Asia that has never been colonised, so they have a very distinct culture, language and a strong sense of pride, with their own unique
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way of doing things.” An element of OMD’s ability to help its clients reach their regional business goals involves managing cultural sensitivities and putting this knowledge into practice through SLAs, templates, and digital products. An understanding of the increasing role of technology is vital. “Digital has become part of life. It is a part of a consumer’s journey: we as marketers can’t keep looking at it in silo.” Beyond operating as an advertising agency, OMD provides a truly tailored service by working to understand wider business strategies as well as the AUGUST 2019
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market in which a client wishes to
saying ‘here’s what we need to do’
succeed. “Every country is rightly
and us reacting to it.”
unique and at different stages of
Chhaya cites McDonald’s as a key
digital adoption,” says Chhaya. You’re
example of how OMD understands
expected to be ahead of the curve
business objectives and fosters
compared to your clients. Local market
growth through partnership. The key
knowledge and resources are vital,
objective is to sell burgers, of course,
but they may lack that global level
but nowadays this is done offline as
of aptitude, so it’s a challenge to find
well as online through McDelivery.
the right talent and make sure we train,
OMD examines the goals market by
upskill and ensure clients trust our
market: “Sometimes, in a small market
staff’s knowledge and expertise.
like Singapore, we even go store by
We need to make sure we are truly
store,” notes Chhaya. “What are the
driving the client, rather than the client
KPIs, what are the goals they need w w w.o m d . com
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to achieve in terms of scale?” Through
the product, or change from a competi-
asking the right questions, OMD
tor’s product. That’s our cross section
combines an awareness of the client’s
where we talk about ideation: what are
target audience and desired business
the different things we can do to make
outcomes with its own deep, market-
the change possible? How can we
specific understanding of customers.
drive efficiency in what we’re doing?”
“We put ourselves in the shoes of the
For McDonald’s, the challenge is
consumer and understand who the
to adapt to the local market and thrive
core target audience is. We try to
in an omnichannel arena – fulfilling both
understand the consumer from a
online and offline orders from the same
demography and psychography
kitchen. “At some point, demand will
perspective. We then look at, based
exceed capability to match it with supply,”
on the client’s ambitions, what change
says Chhaya. OMD has developed a
in behaviour they need from the
technology-driven platform which
consumer for them to want to consume
analyses kitchen capacity and uses
AUGUST 2019
an algorithm to show waiting times
media and digital work in tandem to
in each McDonald’s throughout
drive growth. “Where exactly should
Singapore. “The system automatically
they be seen? How exactly should they
starts a media campaign to drive
measure ROI, measure success?” asks
burger sales, or pauses the ad campaign.
Chhaya. The agency partners with
If waiting time is above 10 minutes,
technology giants such as Google and
we can pause all delivery ads for that
Facebook to accrue local insights on
location because we have enough
a global scale so businesses can learn
demand,” Chhaya explains.
how to advertise appropriately and
Clearly, this is more than running an
measure the success of their cam-
ad campaign – it’s understanding how
paigns as well as areas for improve-
E XE CU T I VE PRO FI LE
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Rochelle Chhaya, COO A marketing and communications specialist with 13 years of experience in both digital and investment capabilities, Rochelle Chhaya has a passion for creating new digital solutions that integrate multiple touchpoints and deliver holistic consumer experiences for brands. As Chief Operating Officer of OMD APAC, Chhaya is tasked with mapping out what the future client-centric, digitally powered and data-led agency model will look like for the network. Formerly the Chief Digital Officer for Omnicom Media Group APAC, Chhaya has comprehensive knowledge and experience to tackle the operational challenges and opportunities that arise when developing an agency model for the future. Chhaya also shares her experience and knowledge with the industry, serving as a Board Member of the Interactive Advertising Bureau (IAB) SEA & India. w w w.o m d . com
O M D A PA C
ment. “We speak with Google and Facebook regularly about how we can innovate further for our clients and make sure we really push the envelope for their businesses.” That way, OMD can combine global insights from a plethora of companies and consumers that even a giant like McDonald’s could only dream of on its own. OMD and Google have launched around 200 new technology features in APAC over the past year and many have been expanded across multiple 10
clients. A strong example is TV to online attribution: clients often struggle to gauge the efficacy of TV adverts. “We sat down with Google and, using Bayesian inference, created an
Global Media Agency
1996
Year founded
10,000+
Approximate number of employees
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“ We put ourselves in the shoes of the consumer and understand who the core target audience is” — Rochelle Chhaya, COO, OMD APAC
algorithm and baseline of brand search terms. 20 minutes prior and 20 minutes post the TV advert, we can track spikes in search terms to infer whether the TV campaign had genuinely impacted search trends.” “Everything we do today starts and ends with technology,” says Chhaya. Omnicom is set to continue leveraging digital solutions to provide local insights whilst maintaining best practice through strict guidelines and talent development. “We have an online program, face to face training w w w.o m d . com
O M D A PA C
“ We work with our clients on the business objective they want to achieve” — Rochelle Chhaya, COO, OMD APAC
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AUGUST 2019
and a mentoring programme. We also have Omnicom University, which has training courses for the more senior staff. Each market has its own localised training agenda.” Looking to the future, OMD aims to stay ahead of the curve in an evolving industry. “For the next three years our goal is future proofing our business as well as our clients’, making sure we’re all ready for the key trends and technological improvements we see coming up,” says Chhaya. “We will ensure we have the right people in place to be able to lead in the future, the right processes in place to be agile, change and adapt, and the right partners in place so we can constantly develop new products to deliver better solutions to our clients.”
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OMD APAC 09-03 Springleaf Tower 3 Anson Rd Singapore Singapore 079909 SG www.omd.com