Where Heartwork, AI, and Human Insight Coexist and Thrive
The CEO of Universal McCann (UM), Sue-Anne Lim, is making her mark with a clear vision: to evolve UM into an agency that embraces both technological advancement and human creativity.
Central to her approach is a concept she terms “Heartwork,” emphasising the importance of purpose in every endeavour.
“When we talk about Heartwork, we’re highlighting the importance of finding meaning in what we do—whether the market is thriving or facing challenges,”Sue-Anne explains.
This philosophy has become integral to UM’s culture, resonating with her team and shaping the agency’s direction.
Navigating the Shifting Media Landscape: UM’s Vision for the Future
As the media industry undergoes significant changes, Sue-Anne is guiding UM through a landscape where content, experiences, and data intersect.
“The slow demise of traditional advertising demands a new kind of balance,” she notes during an interview with The Marketing Magazine.
“Marketers must carefully allocate their finite budgets across an ever-growing array of platforms and touchpoints.”
To address these challenges, UM has developed tools like the Digital Fitness Audit and the Futurecaster dashboard, aiming to assist clients in making informed decisions about resource allocation.
Sue-Anne envisions a future where brands function as comprehensive ecosystems for consumers, with AI-powered interactions playing a significant role.
However, she reiterates that human expertise will remain crucial.
“AI can automate many routine tasks, but human ingenuity will always be needed in high-risk, high-demand areas,” she asserts.
“One UM”: Fostering Collaboration for Agency Growth
Sue-Anne’s vision for UM is embodied in the “One UM” approach, which aims to enhance connectivity within the agency.
By aligning the agency’s goals with those of its clients, Sue-Anne has fostered a unified team that shares resources and a common ethos.
“Our One UM strategy is all about aligning our mission and values both within the agency and with our clients. We are building a culture where talent feels encouraged to push boundaries,” Sue-Anne shares.
This strategy has not only led to innovative campaigns but has also strengthened client relationships, positioning UM as a forward-thinking partner.
Balancing Technology with the Human Touch
While UM embraces AI and emerging technologies, Sue-Anne ensures that human creativity remains central to the agency’s approach.
“People—and their ideas—remain at the heart of everything we do,” she states.
This balance between technology and human insight is a key differentiator for UM in the current media landscape.
Sue-Anne’s leadership extends to building long-term, trust-based client relationships, infusing authenticity into every interaction.
Leading with Humility, Courage and Accountability
Sue-Anne’s leadership style is characterised by authenticity, humility, and a strong sense of accountability.
“Good leadership is about making decisions, but great leadership is about taking accountability for those decisions,” she says, reflecting a philosophy of prioritising her team’s needs.
Her approach has yielded positive results, with UM receiving recognition at the Malaysia Media Specialist Association Awards 2024.
For Sue-Anne, these accolades reflect the tangible impact of UM’s work for its clients.
A Future Fuelled by AI, Data, and Creativity
As the industry evolves, Sue-Anne is preparing UM for a future that integrates AI, data, and creativity.
UM is leveraging AI to enhance operational efficiency and campaign outcomes, while recognising the continued importance of human insight in interpreting data and developing strategies.
“What becomes of a brand in the age of AI?” she asks, highlighting a key question that guides her leadership.
“We’re entering an era where personalised, predictive engagement will define branding, and UM is excited to help our clients navigate this new frontier.”
An Engaged Leader for the Future of Media
As Sue-Anne guides UM through its transformation, she is setting a benchmark for future-oriented media agencies.
By combining technological innovation with human creativity and a sense of purpose, Sue-Anne is positioning UM for success in an evolving industry landscape.
Her journey demonstrates the impact of authentic leadership, with her influence likely to shape the media industry’s future direction.
MARKETING Magazine is not responsible for the content of external sites.
After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.
We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.
Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.
Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.
Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.
Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.
