Universal McCann shares winning strategy

September 2, 2019 | Share this article

KUALA LUMPUR: Universal McCann (UM) head honcho does not single out one specific approach for the agency’s success in bagging the coveted Agency of the Year (AOTY) title for the eighth time at this year’s Malaysian Media Awards (MMA).

Judging by the victory, which is a marvelous feat by industry standard if one were to gauge, there is no stopping for UM to excel and raise the bar in the ad and media space.

UM group managing director Amit Sutha told StarBiz one of the ingredients for its success is placing innovation at the core of the agency.

“We KPI innovation. What this means is that the annual bonus decision in the agency has innovation as a key consideration. Every brief that comes into the agency must be responded to with some idea, execution, method or service that hasn’t been done before. This innovation might be tactical, or might be small, but every brief must have some fairy dust within it, ” he noted.

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