How digital is transforming Omnicom Media Group’s Thailand ops
The growth of digital, with the rise of mobile, social, ecommerce, digital video and the likes, is opening up new opportunities for marketers to connect with consumers in Thailand. Companies such as Omnicom Media Group are ensuring that they make the most of these changes.
In the last one year, Omnicom Media Group, that has agencies such as OMD and PHD in its fold, has significantly bolstered its digital offer in Thailand which has led to an 80 per cent increase in its digital revenues, and a 15 per cent contribution to its overall revenues. What is more important to note is that this growth has come by design.
Jasmin Sohrabji, Omnicom Media Group
At around this time last year, one of the first tasks in the to-do lists of Jasmin Sohrabji, CEO, Omnicom Media Group Southeast Asia & India, was to appoint the right digital talent in Thailand. “Digital is an extremely important area of focus for us in Thailand. Marketing dollars towards digital have grown significantly and this is a trend that would only accentuate further in the near and long-term future. As digital platforms in this market shape up, our endeavour is that our clients are seen as pioneers in the industry, leading the conversations in this space. Investing in the right digital talent was critical to achieving this,” said Ms Sohrabji in a conversation with DMA.
The agency found the solution in Rochelle Chhaya, who was appointed the Head of digital for Thailand in 2013. Ms Chayya credits this growth in digital revenues to the nuances of the market itself and to some specific steps that Omnicom Media Group took.
Now-New-Next: The growth mantra
Rochelle Chhaya, Omnicom Media Group
While the first step was locking the right talent at across levels, the next was ensuring the right collaborations. In addition to hiring, Omnicom Media Group invested in training and growing its resources. “We are training and developing, providing personal coaching and mentoring for our digital talent. We have also strengthened relationship with key suppliers and partners that have helped us to drive continuous innovation for our clients,” added Ms Chhaya.
On the back of this ground work, the agency formulated a simple digital strategy that, if the numbers are anything to go, has resonated well in the Thai market – Now-New-Next. “The objective is to be relevant ‘Now’ and ensure that the current team is able to deliver day to day campaign efficiency and meet KPIs. Invest in ‘New’ technology and research studies so that our clients are seen as leaders in the digital industry and also help them drive earned media. ‘Next’ – work closely with our clients on thinking of an innovation Idea per quarter to truly showcase forward digital thinking and execution,” Ms Chayya informed.
The strategy worked well also because marketers are beginning to see the importance of multiscreen presence. Thailand’s media scene is witnessing an increase in digital video. With the launch of YouTube in the market and the start of Digital TV, there are ways to offset GRPs (gross rating points) with digital GRPs and even get lower overall campaign CPRP (cost per rating point).
Elaborating on this, Ms Chayya said, “The biggest challenge is to be able to counter the high TV reach penetration story. We are addressing this by sharing case studies on campaign GRPs instead of just TV GRPs and educating the client on multiscreen strategy. Educating the client on affinity and engagement matrix has also helped us in this area. TV may have high reach but affinity index for the audience is higher on online. Also, TV is a passive medium unlike digital which is an active media. If we truly want to engage our users, it is key to be part of the digital generation.”
Staying the digital course
“Establishing a robust digital play was the first step. The growth numbers in our revenue are indicative of the difference this has made to our clients. We have to now stay the course and there are responsibilities ahead. You will see us focussing on areas of importance in Thailand such as social, ecommerce, digital video and so on that are becoming significant platforms,” remarked Ms Sohrabji.
Ecommerce and social commerce are not only on the rise but are creating new avenues for marketers to explore. Ms Chayya added, “LINE, which is Thailand’s biggest social chat application, is allowing merchants to sell on its platform and the launch of Line Shop, only goes to show the receptiveness of the audience to ecommerce. Next year, we are creating an offering for ecommerce so that we are able to deliver ecommerce specific expertise and solutions, and drive conversion media. Where we buy, track and optimise by final conversion and cost of sale will be critical in the year ahead.”
As the digital scenario in Thailand sophisticates, Omnicom Media Group is gearing up to bring digital at the centre of its offering, and so far, the move has proved to be beneficial for the holding company.
