Connected Marketer, Marketing & Business Strategy, Digital Expertise, Executive Leadership, Operational Excellence, Global Citizen. 18 years’ agency side and 8 years’ corporate side.
OLIVER SPALDING
Business growth
2021-23: SG is the largest media hub for Publicis SEA by revenue and billings (>$270 m). We had record years for OI growth through Covid 19. I sat on the exco, partnered the CEO and was part of the SEA Transformation Office.
I led global strategy for the successful agency defence of Singapore Tourism Board (STB) which saw our annual fee grow by 300% taking both media and creative retainers.
2015-21: Part of the original Digitas APAC leadership team that established and grew the agency into a full service Digital Experience Agency with revenues x3 between 2015 and 2020
2017-19: I devised and ran regional CRM/CXM and Loyalty practice, generating incremental revenue and 100% YOY growth.
2019-21: I reported to Jane Bin Laden to drive APAC rollout from 5 to 17 markets I set up and ran the Digitas APAC Exco community.
Narrative development
Publicis “Power Of One”: I have been at the sharp end of realising Publicis Groupe’s connected vision in Asia. As Publicis Groupe Singapore CSO I worked across six media + digital agencies to drive integration and collaboration. I oversaw creation the Groupe’s first integrated SG & SEA credentials used by all agencies, working with the regional New Business teams and local Leadership Teams to create a more eloquent human story around the impressive capabilities and investments of the Groupe. I played ‘Chief Matchmaker’ with key clients to introduce them to Power Of One, built bespoke creds for their needs and got key Publicis experts around the table.
Digitas “Built To Last”: during the 8 years I worked for Digitas I’ve played a lead role in developing regional credentials. Most recently rekindling audiences awareness of Digitas’ 40-year record for innovation.
Selected capabilities
Community leadership: I envisioned, defined and ran a strategy community as champions of the Power of One model – the only of its kind for Publicis Groupe in Asia - comprising 30 media, digital and research practitioners.
Digital transformation: multiple client cases of utilising the benefits of human-centric design, converged media and new sales models to change client business, internal capability and culture. Oversight and change management for large scale CXM programs across the project lifecycle.
Corporate success: Promoted three times at Nissan UK, finally responsible for a $4m Cost Centre and a $4.5 m annual digital media budget, delivering positive ROI. Working in Product Management gave me experience of complex business and portfolio planning, forecasting, supply chain management and commercial negotiations.
Recognition: What brings me greatest satisfaction are awards that reflect the success of a Go-To-Market strategy and capability development in which I have been heavily involved or directly led. This includes taking #1 rank for Publicis media in Singapore, Publicis winning Best Culture Southeast Asia in the Campaign Asia 2023 AOTY awards. At Digitas this included writing the submission for the brand’s best-ever score (B) in the 2021 Campaign Asia Agency Report Card, Campaign Asia AOTY SEA Consultancy Of The Year (2019) and Marketing Interactive CRM & Loyalty Agency Of The Year (2018).
