market in which a client wishes to
succeed. “Every country is rightly
unique and at different stages of
digital adoption,” says Chhaya. You’re
expected to be ahead of the curve
compared to your clients. Local market
knowledge and resources are vital,
but they may lack that global level
of aptitude, so it’s a challenge to find
the right talent and make sure we train,
upskill and ensure clients trust our
staff’s knowledge and expertise.
We need to make sure we are truly
driving the client, rather than the client
saying ‘here’s what we need to do’
and us reacting to it.”
Chhaya cites McDonald’s as a key
example of how OMD understands
business objectives and fosters
growth through partnership. The key
objective is to sell burgers, of course,
but nowadays this is done offline as
well as online through McDelivery.
OMD examines the goals market by
market: “Sometimes, in a small market
like Singapore, we even go store by
store,” notes Chhaya. “What are the
KPIs, what are the goals they needCLICK TO WATCH: ‘OMD APAC – TODAY’S CONSUMER’
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