Strategy Director (Brand Planning)
- Yangon, Myanmar [Burma]
Today Ogilvy and Mather (TOM) is the leading international Marketing Agency in Myanmar. With a strong local heritage going back 20 years, Ogilvy bought into the Today Advertising operation in 2012 as soon as sanctions were lifted, and we remain at the top end of the market, working with some of the leading clients in the country: Coca-Cola, Huawei, Uber, Singapore Tourism Board, Nestle, Shell, Siam cement Group and many others. The Group includes Advertising, a strong PR division, and a large Social and Digital team.
TOM is a company of ‘firsts’ – we are constantly breaking new ground, and introducing new ideas, new concepts and new techniques to the market as well as creating creative benchmarks. It is our job at Today Ogilvy & Mather to make sure that we are at the forefront of change and are leading and advising our clients, ensuring that they are ahead of the game. For the Social team, we run a newsroom set up creating a volume of creative social content every da. This team includes designers, writers and our own filmmakers and editors.
As an agency, we provide advice and guidance for our clients in how they should communicate best in the Myanmar market, to which audiences, with the most appropriate and effective message and in a way that is most effective.
It is the role of the Strategy Director to advise on these. We do this by:
a) Understanding the Myanmar market: by looking at reports, research, statistics and information and interpreting these so that they make sense for our clients.
b) By understanding what Myanmar people are thinking and feeling: by talking to them, by looking at what they are saying on social media, and by doing research (particularly with young Myanmar people).
c) By understanding international brands, what their commercial and marketing objectives are, how they decide how they can best present their brands and products so that they can b e successful.
d) Looking in and outside of Myanmar to what is happening in communications, with new techniques and interesting approaches which might work in Myanmar.
The Strategy department needs to take all relevant information, collect and interpret all this knowledge, make sense of it and then need to be able to resent it compellingly. Not only that but also to communicate it internally (these are key ingredients in the creative briefing and creative process) and to clients.
The strategic planning function is central to the future of TODAY Ogilvy and defines why clients use us. The Strategy department there is the opportunity to work across all clients and possible clients.
Importantly you will also work on developing insights that the Agency initiates and owns.
Reporting to the Group Planning Director/ Managing Director, however, you are leading this department at this moment and your key responsibilities are:
- To provide leadership to the team and clients you work with. Eloquent and adept in presentation skills, you should be able to assert your insights, ideas and approaches with senior clients and internal stakeholders and convince them of the power of insights and propositions in today's Digital world for meeting their business objectives.
- To be perennially curious about consumers and be adept at unearthing juiciest local nuggets on popular culture and brands. Your ability to separate the useful and the interesting makes you the talent we want.
- To support/ advice the account and creative teams to ensure strategic and creative deliverables are always of the highest quality, as well as assessing the success of campaigns in order to drive continual improvements and optimizations. You’ll act as guardian of the creative idea, it is your responsibility to give it the strategic foundations to survive.
- To be responsible for the effectiveness awards and we would love to drop everything to read your Effie papers on a Friday night!
- New businesses and Thought Leadership projects are something we thrive on at Ogilvy. We would hugely appreciate your involvement to make Ogilvy shine in those aspects.
- Developing strategic responses to briefs. In particular hunting down, researching and collating information, interpreting and summarizing it and presenting it in the most effective way. Sources will be both English and Myanmar language.
- Doing the same things with a specific focus on Myanmar and Myanmar people. Tracking down and developing insights both macro and micro, from big social trends to tea shop insights.
- Advice and encourage account team on what are the knowledge platforms under Ogilvy, such as Crowdbase, WARC, and any other findings. You must be the leading for the sources of case studies, award submissions and Ogilvy tools for insight.
- Utilizing CIC reports, PR media reports, local subscriptions on insight and facts as tool of research to support on the proposals/ pitches/ and even for existing clients to provide more knowledge.
- Participating and attending any kind formal research agencies, but also leading to do our own research effectively
- Be aware of, and up to date with, strategic planning techniques internationally, in particularly those from The Ogilvy Network. Specifically the planner should be an expert of the DO brief and Fusion and be able to implement these with authority in the market
- Be aware of different client strategic planning techniques. Be able to participate and contribute strongly to these processes whether they are workshops or meetings
- Being able to collate all this information and present it succinctly and effectively (whether written or presented), in English and ideally in Myanmar language too.
- Building a team of Strategy and managing Planners/ Junior Planners ensuring that they work effectively and develop their skills
- Keeping an eye on the award entries and advice which one is the most suitable for TOM and leading for submission. Effie Award, Campaign Asia Award are a must for yearly basis.
- Likely to have a high degree of international exposure particularly with colleagues within the Ogilvy network
- Success comes when we have a developed reputation within the country for expert and effective strategic planning for clients but also when TOM becomes a barometer of the changing Myanmar
- The planning function is likely to grow within TOM and there is plenty of room for growth within the role as:
- There can be expanded scope: digital planning, communications planning, pure brand planning, internal communications.
- The team is likely to expand
- Planning will become an income generating stand alone unit as well as part of the TOM offering.
Likely skill sets:
- University Bachelor Degree
- 6-7 years working experience in Asian markets with agencies background
- Leading clients when we sell ideas not supporting to creative ideas
- Working closely and initiative to creative team to come out with daring ideas from the brief
- Initiatives on ideas for industry outreach and anticipation of company participation
- A diligent and imaginative researcher who is always going deeper and hungry for more
- Detail oriented, but fast with a strong work ethic
- Strong delegations to team members (across all disciplines) and ensure to keep the quality on deliverables
- Approachable and flexible for giving advice and guidance and yet firm to demand for quality works
- Better and stronger team work habit across any brand team (social/ PR or ATL)
- Deep understanding of Myanmar but also the consumers (any age group) of Myanmar, cultural and cutting-edge trends
- An international perspective, and interest in news, trends and activities in Asia and beyond
- Active social media user and interested in the digital world
- Excellent written skills in English (including PowerPoint) and the ability to summarize lots of information concisely, effectively and attractively and who can present this to clients
- Confident person who can interview strangers, be involved in all sorts of situations and dig out more information
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