In a partnership which brought both creative and media together, Tan Sri Vincent Lee, Trapper Media Group and Sandeep Joseph have launched a new a digital-centred consultancy that provides clients with business solutions in data, media and content.
The new Ampersand Advisory, named after the “&” sign will be helmed by Sandeep who recently announced his departure from Zenith Malaysia after 7 years of being with the company.
Chairman of Foetus Group and Founder of the IdeaRiverRun Group, Tan Sri Vincent Lee shared that the move came at a right time especially with more traditional consultancies branching out into the industry,
“This joint investment by a leading creative agency and a leading media agency is unique in the Malaysian marketplace. We’re happy to be a key driver of this innovation. The future of communication is about smart partnerships, digital centricity and creative integration. Ampersand Advisory is a bold, first-of-its-kind step into the real future of marketing. With several traditional business consultancies like McKinsey entering the marketing space, it’s time for marketing agencies to develop a new kind of consulting offering as well.”
Sandeep, CEO of the new company, shared “Our role is to help data insights, media & creative come together smoothly. Ampersand Advisory provides an alternative to traditional “either/or” strategic choices: now an “and/&” is available. Importantly, Ampersand Advisory is a consultancy (not a conventional agency) and aims to be a trusted advisor.”
Not only wanting to bridge the divide between client and consultant Sandeep shared that Ampersand Advisory is focused on bridging the gap between expectations, strategy and delivery.
“We are results-based, client-focused, and transparent. When clients have multiple agencies (creative, media, activation, sales, social, digital etc) working for them, they need someone to bring everybody together and provide clear strategy and guidance. In steps Ampersand Advisory, we can work with all kinds of agencies collaboratively,” Sandeep shared while adding that the company’s services included business consulting, media advisory and content strategy.
“Ampersand Advisory has partnerships with data mining companies globally. We’re making business conversations more informed, more intelligent, more collaborative and results-focused.” Sandeep shared while added that despite being only one month old, the company was already working for 5 clients on projects and longer-term assignments.
Sandeep has 20 years of advertising experience across creative, digital start-ups, media specialist agencies and econometrics. Sharing his thoughts on the rising popularity of data in the industry Sandeep shared,
“Let’s be clear: the rise of data doesn’t mean branding will die. Paradoxically, brand-building is even more important today than it ever was. In a sea of noise, a brand must stand out. Too many clients are slashing branding budgets in lieu of tactical sales or social engagement, and end up losing market share. We can help Chief Marketing Officers navigate C-level discussions with their CFOs and CEOs.”
“Every company has terabytes of data, and most clients are struggling with it. They are not able to use it fast enough or smartly enough in everyday business decision-making. There are only two kinds of companies: those who use data for competitive advantage, and those who don’t and hence will lose very soon. Data is not the future: it is now.” He added.
Founder and Chairman of Trapper Media Group, Sivanathan Krishnan commented, “Trapper Media Group is proud to co-create this new offering and help bring it to the Malaysian market. Artificial intelligence, data and insights are part of the new needs of clients. Ampersand Advisory is in line with Trapper’s agenda to develop hard-working innovations that bring real business value to clients.”
Sivanathan added that Ampersand Advisory is also working with AI pioneers and Internet of Things players to disrupt conventional marketing paradigms and drive greater business ROI for the clients. Some of these AI technologies he added had yet to enter the Asian market.
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