Putting data into marketing


  • Business
  • Saturday, 25 Aug 2018

Market niche: Sandeep says there is a market for media agencies which help clients prioritise their marketing needs.

Ampersand enters local media industry at the right time

MEDIA consultancy Ampersand Advisory Sdn Bhd has made its entry into the local media industry at the right time.

With the industry getting more complex, media landscape shifting towards digital, revenue flattening for clients and correspondingly higher expectations from clients of media agencies, its emergence has struck a chord of relief.

With advertising agencies now offering multiple services like creative, media etc under one roof, clients with budget constraints are feeling the heat when coming to employing a suitable agency to address their media and business concerns. This is because they don’t really know which agency is actually good for the type of service they are seeking.

Furthermore, competition in the media space is getting stiffer with global consultancies like McKinsey acquiring media and creative agencies and clients somehow getting “lost” and confused in their search for the right agencies.

This is where a media consultancy like Ampersand comes into the equation.

Its chief executive officer Sandeep Mark Joseph tells StarBizWeek there is more than just media buying which clients are looking for.

He says there is a market for media agencies in the country which are able to help clients to prioritise and have a strategic approach in their marketing needs, from the offer or promise to customers, to the channel mix and the whole intelligent, data-driven marketing approach.

“For us, we put in more analysis and thought in the whole process of media planning and help clients meet their business challenges. It’s about execution, you need to have the right plan for it to be effective.

“But, very importantly, we incorporate the usage of data analysis and artificial intelligence in the media planning process. With these tools and having a holistic view of customers’ wants, we are able to provide them the right media business solutions.

“The following initiatives are in line with our business tagline Achieving Business Results Now,’’ he says.

Ampersand started its operations in the first quarter of last year as it views there is strong potential in the market for media consultancies amid rapid developments and complexities in the media space.

Trapper Media Group, Malaysia’s largest local media group, is one of the investors in Ampersand.

Elaborating on the uniqueness of the media consultancy, Sandeep says what differentiates Ampersand and other media agencies is the mindset and data edge.

“We are clear about what clients want as the consultancy has a well-thought out process in place. At the same time, unlike global-based agencies, we are nimble and more agile in carrying out our operations as we don’t have to undertake or follow any global decisions. This makes us flexible and able to address client’s needs fast.”

“Besides this, Ampersand has also tied up with two internationally funded data analytics companies – Unscrambl (Silicon Valley funded) and Absolutdata (Fidelity-backed) – which helps us to provide market-leading solutions.

“Research shows that most clients worldwide are using less than 30% of their data, and that too in a very piecemeal manner. Data and real-time AI is the final source of advantage for clients in a competitive market,” he says.

Among some of its clients are the Malaysian football league, Blackmores, Coway and MyEG Services.

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