THE POWER OF ONE

The Peak (Malaysia) - - Ceo Dialogue -

TAN KIEN ENG, GROUP CEO OF PUBLI­CIS ONE MALAYSIA AND CEO OF LEO BUR­NETT MALAYSIA, TELLS

ABOUT THE CHAL­LENGES OF RUN­NING THE LARGEST CRE­ATIVE AGENCY IN MALAYSIA.

MICHAEL OH

Look­ing back, what do you con­sider the defin­ing mo­ments in your first 100 days in this po­si­tion? As CEO of Leo Bur­nett as well as the newly cre­ated role of Group CEO of Publi­cis One, I ini­tially joked to my peers that I was tak­ing one as a day job and the other as my night job. Jokes aside, it wasn’t a toss be­tween the two roles re­ally. When all the agen­cies within the Publi­cis One group came to­gether, we were on steroids – ex­traor­di­nar­ily strong and ag­ile. It’s a huge re­spon­si­bil­ity man­ag­ing the largest cre­ative agency in Malaysia, with such di­verse of­fer­ings in cre­ative, me­dia, mar­ket­ing com­mu­ni­ca­tion, data, tech and pro­duc­tion, but I’m even more proud to be driv­ing the united am­bi­tion of de­liv­er­ing on the value of ‘The Power of One’ to clients. What do you re­gard as the cru­cial fac­tors for you to stay on top of your game? Firstly, even though we are rated as the best, I al­ways be­lieve we can do bet­ter. Se­condly, we need to be pur­pose-driven to un­der­stand why we ex­ist and why we do what we do. Thirdly, I don’t com­pete with oth­ers as much as I com­pete with my­self. I am con­stantly dis­sat­is­fied, look­ing at ar­eas we can im­prove or be dif­fer­ent, to ul­ti­mately re­fine or rein­vent our agen­cies. Hope­fully, by do­ing so, we con­tinue to add value to our peo­ple and clients, cre­ate world-class work, un­cover fresh rev­enue streams for the agency and stay ahead of the game. What do you fore­see are the game-chang­ing chal­lenges fac­ing your in­dus­try? I am ex­cited about the now and the near fu­ture, where peo­ple and their be­hav­iour are chang­ing. AI, deep learn­ing, new plat­forms cou­pled with new com­peti­tors, and chang­ing client ex­pec­ta­tions are be­com­ing the new nor­mal. This is why, as far back as nine years ago, we as a team de­cided that we were no longer in the busi­ness of ad­ver­tis­ing. We no longer cre­ate ads but in­stead cre­ate acts. Our job, fun­da­men­tally, is to un­der­stand peo­ple and to change be­hav­iour through cre­ativ­ity. We ap­ply in­sight­ful cre­ative think­ing, fused with data, tech­nol­ogy and great ex­e­cu­tion, to help solve our client’s busi­ness chal­lenges in the new age. Our clients can ex­pect a re­turn on con­sumer en­gage­ment and im­prove­ments in their brand val­u­a­tions. It is hard work as we are cur­rently in our third phase of agency trans­for­ma­tion and rein­ven­tion. It makes me jump out of bed in the morn­ing en­er­gised, as our job has be­come even more ex­cit­ing and the re­sults would be game-chang­ing. Sin­gle out a leader in the cor­po­rate world you wish to em­u­late. Warren Buf­fet of Berk­shire Hath­away. He is not just a great busi­ness mind, but also a leader who com­mu­ni­cates ef­fec­tively and in­spires oth­ers to per­form. But what I ad­mire most about him is his brav­ery of stick­ing to his val­ues and be­liefs even in the face of world­wide crit­i­cism. Why do you think CEOs need a dose of James Bond in their lives? Busi­ness, just like life, is full of sur­prises. We are some­times shaken, but not stirred by it. As CEO, what most ex­cites and wor­ries you? I feel hap­pi­est when I see great ideas, con­cepts and opin­ions from our peo­ple, and know­ing that the team can ex­e­cute well. It wor­ries me when I see peo­ple hold­ing on to ob­so­lete ways, and are un­will­ing to adapt to change for the bet­ter. What are your strate­gies to make your com­pa­nies the most suc­cess­ful in your in­dus­try?

Newspapers in English

Newspapers from Malaysia

© PressReader. All rights reserved.