Tommy Tan
Head of technique (home)
Publicis Media
Singapore
Beginning his profession in 2005 with an internship at Starcom, Tommy Tan has labored proper to the highest, now main technique at Publicis Media Singapore. Beneath his management, manufacturers equivalent to L’Oréal, BMW, and Visa have thrived, and his group have reshaped a lot of Singapore Entire of Authorities (WOG) tasks.
Again in 2020, by introducing the ‘Ardour Index’ to measure citizen sentiment and deployment of GovOS, Tan’s group elevated citizen interplay and operational finesse. Two years later, their efforts have helped retain the Singapore Entire of Authorities contract, which has bolstered Publicis Media’s market share within the nation, persevering with to yield progress for the account even in 2023.
Tan’s forward-thinking strategy to shifting to digital billing positioned Publicis Media because the business frontrunner in Singapore. For instance, his push to modify from analogue to digital OOH and location-based knowledge for presidency campaigns translated to enhanced marketing campaign outcomes, and tangible enterprise progress for the company.
As a strategic lead, he has additionally labored with purchasers like Haleon, the Singapore Police Power, and the Singapore Civil Defence Power (SCDF), turning into a public business subject material skilled. For a digital debut for SCDF, he capped off the marketing campaign with an revolutionary click-to-save advert to handle the problem of the general public’s forgetfulness about non-emergency numbers. In the meantime, the marketing campaign united numerous groups to create an award-winning initiative that includes a rapping uniformed officer, sparking dialogue on accountable hotline use.
To enhance the working effectivity of the entire group, Tan initiated ‘Atlas’, a localised data repository for all the things from instruments to the aggressive panorama to companion credentials, which has been remodeled right into a regional data hub, like a Wikipedia for media planning. With greater than 20 contributors starting from administrators to planners, it considerably cuts down planning time by 20% for the company.
His stewardship has led Starcom Singapore to the Silver Award for Singapore Media Company of the Yr at Marketing campaign Asia-Pacific‘s 2022 Company of the Yr. He’s additionally had an unwavering dedication to expertise improvement, working carefully with the chief enterprise improvement officer to translate his knowledge and develop a media technique playbook. Tan’s contributions have been innumerable and immeasurable, making him a very priceless asset to Publicis and the broader business.