MAM

To create an ‘Aha!’ moment, create experiences: Jeff Cheong

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/08/05/jeff.jpg?itok=P4sUJr5I

It was in June this year that Jeff Cheong was promoted to president of Tribal Worldwide Asia as part of DDB Group’s leadership and succession strategy to enhance digital creativity within the region.

In 2008, a year after winning the Singapore Airline business with TBWA, Cheong helped kick-start Tribal DDB Singapore. In a short span of five years, the agency has grown to 120 staff with expertise from user experience to e-commerce and a tech innovation team.

Under Cheong’s leadership, Tribal has built an expertise on delivering innovative digital-to-life solutions for regional clients such as Unilever, McDonalds, Changi Airport, DBS, StarHub, Ministry of Communication and Information and National Library Board.

Recently, Cheong also led the Singapore office to launch the DDB i-store, featuring over 30 tried-and-tested tech solutions, which have been adopted as DDB Worldwide best practice. He has been tasked to grow the best practices in digital creativity for the region across technology, social media, content and e-commerce platforms.

In a t?te-?-t?te with Indiantelevision.com’s Priyanka Nair, Cheong, talks about his views on the talent in Indian digital marketing space, creative challenges on the medium, expectations from this market and much more.

Excerpt…

Is being creative on digital much more challenging than other mediums?

Creativity has always been challenging in the business of communication. The idea of being creative is to spark a human conversation. This is the very reason why we follow the philosophy of creativity in humanity. According to me, market scenario also plays the role of an influencer in creative processes.

Maturity of media platforms and infrastructural barriers are a few other things that could pose as challenges in bringing out creativity across the table. Having said that, nothing stops from being creative. To create an ‘Aha!’ moment, create experiences. Using technology for the sake of it is not cool. Going forward, we want to create experiences that are enjoyable.

What are the key things that brands need keep in mind to build a healthy conversation on social media?

Adding celebrity quotient in communication plans is a big thing in a market like India. According to me this is a very interesting and smart route taken by many brands. Worldwide too many marketers have understood the power of influencers on social media. Brands need to work on identifying the right set of influencers to help create the right buzz.  

When bloggers are spotted and involved in an activity, their posts are as good as a classified advertisement. Engagement on social media cannot be force fitted but needs to be very strategic.   

How has marketers’ demand for digital marketing changed in the recent years?

One observation that I have made is that across markets, the social media landscape has changed. Brands are constantly looking at driving conversations that in turn helps in building a large fan base. This constant process turns out to be the key performance indicator for many brands. It can be noted that Facebook changed the algorithm over night.

These are major factors that have pulled brands to use this medium interestingly. The challenge that needs to be addressed by agencies time and again is to be realistic on this medium. This fact also answers your first question on why is it challenging to be creative on digital.

What do you have to say about India’s talent pool in the digital marketing space?

The talent I am exposed to here is fantastic. I had the chance of interacting with the 22Feet team in person. I felt as if I am entering my own office back in Singapore. The energy is the same. The kind of questions raised during brainstorming was similar too.

I also had the opportunity to attend a few client meetings. I like the spark that digital professionals have here. The future looks extremely promising.

What are your observations on India as a market in digital eco-system?

I would have to draw a parallel observation with Australia to elaborate on this further. Five years ago situation in Australia was not the same. The market scenario today has been elevated to another level. Today, Australia leads on the chart of smartphone business. Mobile has changed the game for consumer marketing there. If this could happen within a short period of time there, India is not far behind.

India is a young country, with tech savvy people. As infrastructure improves, there will be an explosion in the business of digital communication as well. The country will catch the next wave soon, its time wait and watch!

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/indigo.jpg?itok=vjuB3RII
Indigo Nation awards digital mandate to Social Kinnect

MUMBAI: To build a stronger brand connect with the younger generation, and to seamlessly bridge the gap between online and offline audiences, Indigo Nation has awarded Social Kinnect the duties to manage its digital mandate.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/hostar.jpg?itok=fwdDJrrI
Flipkart, Hotstar announce new ad platform ‘Shopper Audience Network’

Flipkart and Hotstar recently announced the launch of Shopper Audience Network, Flipkart’s new ads platform that allows brands to connect with customers through personalised TrueIntent video ads on Hotstar.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/anada.jpg?itok=nTK_avhe
Ananda Dairy launches awareness campaign for packed paneer

Ananda, one of the leading dairy products manufacturing company, recently launched its new awareness campaign to educate customers about the benefits of consuming a packed paneer v/s loose paneer.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/post.jpg?itok=zI1i3XEW
Signpost India Invites brands to come together for Save the Tiger campaign

Nagpur, the “Tiger Capital of India” is all set to don a refreshing new look by Signpost India, in active collaboration with Forest and Revenue Department of Maharashtra.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/cad.jpg?itok=JVTE7xPM
Cadbury Dairy Milk launches campaign for 70-year celebration

Cadbury Dairy Milk recently completed 70 years in India and to celebrate the occasion, Mondelez has launched a new campaign for India’s favourite chocolate.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/image.jpg?itok=2rcBfUiv
Big B faces the heat for Kalyan Jewellers TVC

Kerala-based jewellery chain, Kalyan Jewellers' latest TVC featuring Amitabh Bachchan and his daughter, has been termed as “disgusting” and aimed at creating distrust in the banking system by the bank union, according to a report by Mint.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/jeep.jpg?itok=xSFVsZyM
Laqshya Media Group creates India’s largest billboard for Jeep Compass

Laqshya Media Group has partnered with Jeep India to create India’s largest outdoor media installation for its iconic Compass on one of the busiest national highways of India which connects two major cities, Mumbai and Pune.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/honor.jpg?itok=iFKjGffP
Honor launches new ad with Bhumi Pednekar

Honor, the e-brand of Huawei, has kick-started Honor 9N #NoOrdinaryBeauty campaign in collaboration with Bollywood actress Bhumi Pednekar.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/seenu.jpg?itok=a1k6y6IH
Seenu Kurien joins Carnival Cinemas as VP sales and marketing

Carnival Cinemas, a motion picture exhibitor, today announced the appointment of Seenu Kurien as VP- sales and marketing.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories