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aws全区号(www.2km.me)_Future-proofing Universal McCann

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“The real value for clients lies in each part of the equation talking to one another, a distinctive and attention-grabbing proposition,” Audrey Chong, CEO of UM and Ensemble Worldwide told StarBiz

PETALING JAYA: To gain momentum in an extremely challenging year hammered by the Covid-19, Universal McCann (UM) aims to future-proof itself by positioning itself as an agency that provides true integration of services.

The decision was made because local brands were impacted with many facing media budget constraints and shifting priorities.

Future-proofing is the process of anticipating the future and developing methods of minimising the effects of shocks and stresses of future events.

Audrey Chong, CEO of UM and Ensemble Worldwide told StarBiz that to capitalise on this future-proof proposition and gain market momentum, the agency’s focus was to level up partnerships with clients to support them in their digital transformation journey to adapt to the new needs of the day.

More than ever, she said brands looked towards UM’s future-proofing ambitions to help build brands that disrupt, rather than get disrupted. This future-proof proposition was demonstrated across key areas.

True data-led integration

As brands looked for solutions, UM’s response was to provide true integration across existing and prospective clients. Whilst the agency’s offerings were already moving into more non-traditional space, things took a fast track in 2020 and 2021.

“UM has always stood for ‘Better Science, Better Art, Better Outcomes’ – emphasising the optimisation of the art and science of communications to achieve business success for clients.

“This offering built on a foundation of data to drive insights and recommendations alongside a strong creative offering meant the agency could drive a truly holistic communications strategy for clients.

“The real value for clients lies in each part of the equation talking to one another, a distinctive and attention-grabbing proposition,” she said.

Rather than looking at the lockdown as an obstacle, Chong said the team worked with agility to think outside the box to build capabilities and data solutions that would shift opportunities towards privacy-compliant first-party data collection and segmenting audiences in a future-proof manner.

Consultancy as the central tenet

True partnerships with clients are anchored in the agency’s ability to pivot and evolve in line with market needs, she added.

This forward-looking direction meant that the agency took a consultative mindset to answer the bigger questions clients may have, outside of the day-to-day.

She said the new future-proof proposition affirms consultancy as the central tenet to the agency in 2021.

Chong said: “With this consultancy mindset in place, UM has adopted several tools and frameworks that business leads are trained on.

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