VML launches global advisory services practise in Asia

SINGAPORE - VML has launched its global advisory services practise in Southeast Asia and India, as part of its on-going growth plans in the region.

The agency has brought on board digital veteran Oliver Eriksson to spearhead the practice. He will be based in Singapore and reports to VML Southeast & India CEO, Tripti Lochan.

Eriksson will collaborate with senior clients and VML’s client-engagement leadership, plus its strategic planning and insights teams, to understand the business landscape, develop strategies to meet clients’ digital-transformation objectives, and deliver the new offering to clients.

Eriksson noted that digital agencies are emerging as an attractive alternative to management consulting firms because agencies are also implementers. More and more, CMOs are looking to digital marketing agencies to help grow the business, particularly through opportunities opened up by new and emerging markets, digital/physical retail mash-ups, and wearable devices.

“In our experience, CMOs are now not only the champion for the customer in their organisations, but are also now the champion for transforming enterprise IT, channel design and other historically non-marketing activities, all in direct response to the sweeping effects of digital disruption,” he added.

In order to take advantage of this shift in the marketing services industry, VML has decided to start pushing for work usually associated with the traditional consulting firms.

Tripti said in this next phase of growth for VML, the company looks forward to “deepening engagement with current clients, and adding clients who are looking for digital to drive business transformation” in the region.

With more than 20 years of digital industry experience, Eriksson first joined VML in 2011, and served as head of strategy for VML London, prior to this appointment. He has led the digital strategy for clients such as Bentley, Bridgestone, Dell, News International, Colgate and Singapore Tourism Board.