Creativity will always lead – DAN Malaysia’s CEO

3 months ago

A recent Forrester report suggested that Chief marketing officers (CMOs) are in a creative rut that is hurting the value of their brands as they offer digital customer experiences that all look and feel the same.

The firm recommended that brands shift USD$19 billion earmarked for some technologies — such as mobile, social media and ad tech — to more creative efforts in order to see $10 billion more in ROI over the next six years.

Marketing Magazine recently sat down with Nicky Lim, Group CEO of Dentsu Aegis Network Malaysia, for his thoughts on the topic.

He believes that while technology is part of the process, ideation is still the core, ideas are still king, and in his opinion, its all about ideas at the end of the day.

“You need to take it to across multiple touchpoints, in the digital world, its all about creating a customized experience for customers in this day and age,” he said.

Lim feels that the big idea is very important, and the idea survives to the very end of the branding odyssey and its all about the agency and client working together to make sure this happens on a grand scale.

“For me, the long term branding is very important to build up brand equity…brand building frequency is key, longevity is very important , but also in the 12 to 18 months of a brand journey, tactical campaigns are also needed,” he explained.

These days, Lim says the the funnel approach makes sure the ideation is carried right to the end of the conversion process and that requires agencies to step up to the mark.

“Clients and agencies need to understand its two way street…in Malaysia, a lot of clients need to understand that digital transformation needs to come from the top,” he added.

Lim is aware that every digital transformation is different, and its not just about marketing, it’s about the overall culture in these companies and how that impacts everything they do.

He feels that clients and marketers need to understand that collecting data and using it seamlessly is also very important.

“Companies need a data culture, and while data scientists can play a role in this regard, brands also need to understand that data can be a real source of change,” he said.

Ultimately, clients, marketers and agencies have a major role to play in this regard to be part of the branding journey.

“At Dentsu, we have always believed in providing business solutions that are augmented to our advertising campaigns for maximum effectiveness,” Lim concluded.

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CMO2019

Malaysian CMO Awards 2019 Open for nominations


Rewarding the Bold & the Brave

Held on the evening of the Conference, this award is to identify talent, transparency, tenacity and a take-charge attitude of deserving marketers. An eminent panel of industry leaders will decide on the winners. There are 30 categories at the Malaysian CMO Awards.

All entries across all 30 categories for the inaugural year is FREE. There is no reason why you should not nominate your pick for each category here.
The Deadline for nomination ends on 18th of October 2019

The 8th Malaysian CMO Conference & Awards


DATE:
15th November 2019

VENUE:
The Grand Ballroom, Sime Darby Convention Centre, KL.

For further details on the awards, visit:
Awards Nomination Page