VML and Y&R revamp network structure, focus on shopper marketing in 2014

In this newly created role, Tan, who has helped build VML Asia into one of the region’s biggest pure-play digital networks over the past year, will lead business development, bring global clients to Asia and expand strong local VML client relationships across the region, according to the agency.

Kim, who is taking on Tan’s previous role, will focus on expanding Y&R Advertising’s capabilities and strengths in the region through acquisitions, partnerships and talent development. She was most recently with Y&R Shanghai as director of client services.

Both are based out of Singapore and will report directly to Matthew Godfrey, president of Y&R Asia.

VML has established eight offices in Asia Pacific over the past 18 months, including the most recent acquisition of IM2.0 and launch of VML IM2.0 in China.

Speaking of the acquisition, Godfrey told Campaign Asia-Pacific that the two parties were united by a common vision, mission, desire for growth and focus on creating opportunities for their people. “While we started exploring China with global clients in mind, we also wanted to learn from the best in China,” he said.

Moving into 2014, Y&R has set shopper marketing as a key area of focus. This is due to an extraordinary number of purchase decisions being made at the point-of-sale, Godfrey said.

“Shopper marketing, increasingly integrated with digital, helps create great opportunities for brands,” he explained. “By developing shopper marketing strength within the network, our clients will benefit by having an essential resource seamlessly integrating with everything else we currently deliver for them.”

Godfrey also suggested brands focus more on mobile platform-building including mobile CRM, mobile websites and mobile commerce, to integrate traditional advertising with social content strategy and to strengthen the synchronisation of campaigns with e-commerce.

“Keep putting the consumer at the centre of all communications, and invest in consumer data,” he said. “The brands that do this are getting real sales results, and winning not only at effectiveness awards but increasingly well at creative awards shows like Cannes.”