McCann Worldgroup has added more digital specialists to strengthen its integrated creative product and leadership.
Ng Teck Yew, Nazri Jamal, and Faizal Reza have joined McCann Worldgroup as Creative Group Head, Senior Web Designer and Creative Director respectively. Alec Loh, who will provide digital and technology leadership across the agency, has also joined McCann as Group Director, Digital Strategy and Innovation.
Loh has 15 years of multi-disciplinary experience in design, technology, communication media, advertising, and post-production. His last posting was at Draftfcb as Business Innovation Director. Kancil award winner Ng Teck Yew has worked in various postings, including Wieden Kennedy, Shanghai and Agenda Solutions. Faizal and Nazri join from Tribal DDB where they worked as Creative Director and Web Designer respectively. Faizal was also previously Head of Interactive Design at Ogilvy One Worldwide.
Loh, who rejoins McCann after an earlier stint at the agency, believes that communication agencies should take their cue from software developers and technology companies.
“Creativity and technology platforms are inseparable,” says Loh. “Our job is to build and implement versatile ideas and technology, and deploy them where people are looking for more engaging experiences.”
The agency aims to look beyond digital and align technology with brand strategy to fulfil client requirements by offering a mix of creative, technology, and performance.
“The primary thrust of our forward momentum is about creativity and ideas and how they are expressed in the digital universe,” says Tony Savarimuthu, CEO, McCann Worldgroup. “We need to be culturally hardwired with the right creative spirit in the first place and be both knowledgeable and insightful of human behaviour and movements before we can make the work count in the digital space. The new hires are an important component in our talent profile.”
“Social movements and how they interact with brands via platforms and channels are all hygiene factors,” states Nick Handel, Regional Digital Director for McCann Worldgroup. “We need to move beyond this debate on reach and get to what works creatively in terms of content and ideas to build meaningful conversations and relationships.”
Loh thinks agencies need to redefine the traditional blueprint with a sustainable model. “Leveraging technology in a simple and relevant fashion will get us closer to capturing the hearts and minds of consumers today and tomorrow. Technology has changed the lives of the people we call consumers. In terms of our business, there’s just no turning back to the way things used to be.”
McCann has produced both digital campaigns and content platforms for their key clients including Maybelline, Libresse for SCA, Kraft, Nestle, Book Xcess, and Maxis.
In 2011 McCann introduced the Mobile Innovation Centre, an experimental and development test-bed for developers to leverage mobile platforms and emerging technology. “It also allows our staff to experiment with the latest technology, gadgets, and devices while working collaboratively with partners to build a marketing interface,” says Loh.
Loh thinks creative agencies have a great opportunity to redefine the power of brands while leveraging technology in a simple and relevant fashion to capture the hearts and minds of people. “There’s just no turning back to the way things used to be. We can’t germinate an idea for too long and spend too much time in traditional research in the digital space. We have to be prepared to move faster and take some calculated risks and make some judgements on whether the idea will work with digital consumers.”
Says Handel: “Besides joining one of our powerhouse offices in the region, the new team has also become part of a connected c community of 270 digital specialists spanning 16 markets across Asia. With their experience and in-depth understanding of brand story telling in a digital age, I look forward to their contributions to the collective thought-leadership of MCann in Asia Pacific.”