5 years in the past, Shaun Tay and Ong Shi-Ping purchased out FCB’s operations in Malaysia and develop into 100% native house owners and operators. Now, each Tay and Shi-Ping, who function CEO and CCO respectively, have a brand new holding firm below which to function FCB.
The Shout Group will home the newly rebranded FCB Shout, boutique company Ignite which can refocus as a branding arm, in addition to activation follow MDWActivation. FCB Shout will stay the group’s main inventive company that handles the majority of promoting shoppers.
“Operationally we stay the identical,” Tay instructed Marketing campaign Asia-Pacific. “Dedication sensible, we’re doubling down, as this alteration in identify indicators our intent to shoppers we’re right here for the long term. The rebrand additionally opens further alternatives for us past simply Malaysia.”
When Tay and Ong accomplished the buy-out, they’d a measured strategy in thoughts to leverage FCB’s fairness in Malaysia, whereas injecting their very own “no plan B perspective and feisty personalities”. The pair deliberate to reshape the enterprise—shopper by shopper and expertise by expertise—to attain the company’s objective of changing into a challenger agency in Malaysia.
“It was a whole revamp,” mentioned Tay. “Our 4 largest native shoppers had exited the company earlier than the buy-out and our largest community shopper, Nivea, was resigned by FCB the yr after the buy-out. It was aggravating, however it supplied a much-needed clear slate and allowed us the chance to be selective on the kind of shopper we selected to work with.”
Whereas challenger manufacturers comparable to Contact n Go, RHB Financial institution, and RedOne had been introduced in, the company additionally works with legacy class leaders comparable to Resorts World Genting, Mamee, Marigold, McCain, Domino’s, Darlie, Twinings, and Quaker Oats.
Ong added: “We had put ourselves in a really unfamiliar place after we took possession of the company. Though we determined to maintain the FCB identify, we grew to become very a lot a start-up firm in a single day, the place the whole lot needed to be rebuilt from the bottom up.”
Regardless of impartial possession, FCB Shout continues to learn from FCB’s regional instruments and pondering. The community’s worldwide staff commonly helps the Malaysia company in sharing data, knowledge, finest follow, case research, and extra. Tay and Ong additionally get the prospect to faucet into the community’s shoppers which can be current in Malaysia.
“Shi-ping and I are in full management and name the photographs on enterprise and creativity. In return, FCB Worldwide has a dynamic companion on this area that could be a vital contributor to its plans for regional development. It’s a win-win for each events,” mentioned Tay. “As seasoned operators who personal the enterprise and aren’t in a rush to promote out, we’ve our business’s biggest asset—we’ve time.”
FCB Shout is a 45-strong staff and goals to develop to 60 by year-end.