Women in the Industry: Bertilla Teo

An industry veteran of 18 years, Bertilla Teo joined Starcom from MEC last year to head up the agency’s Greater China business. Teo is responsible for overseeing strategy for central client management and for global client assignments in the region. In addition to her duties across Mainland China, Hong Kong and Taiwan, Teo is responsible for Starcom’s operations in Japan and Korea.

Under Teo’s leadership, MEC’s billings grew five-fold in North Asia. She helped bring in business from Colgate-Palmolive, Wrigley’s and Sony, and was responsible for updating the firm’s offering with the launch of the ROI-focused Medialab and the sports, entertainment and activation division MEC Access.

Teo was previously head of MEC in Singapore, having overseen the merger of The Media Edge and CIA and facilitated a smooth transition for clients such as SingTel, Singapore Airlines, Citibank and Chanel. In 2007, Media named her one of the region’s top 10 agency bosses.

How did you get into the media industry?

By chance, really. I happened to know from a good friend that there was an opening at an agency and I decided to go for the position. Being young and enthusiastic, all I wanted then was to embark on a new adventure and learn stuff I did not know before. Once I joined the industry, there was no looking back and the rest, as they say, is history.

Who was your career inspiration?

I was fortunate enough to be in the company of some fine talent in the industry when I started out, and have been throughout my career. So you can say it was a combination of good colleagues, bosses and a dose of self motivation.

What is your media philosophy?

I believe a large part of the process is in really listening to the clients and engaging them to gain a thorough understanding of their needs. Working closely with our own team is an integral process and the former lends further strength in delivering the results that our clients require.

Why aren't there more women at the top in media?

Aren't there already?

Is the industry doing enough to attract female talent?
Great strides have been made to attract women to our industry and at Starcom MediaVest Group, women account for half of the total global employee base. Not only are we attracting top female talent, we're also placing them in prominent leadership positions. We're the only global media network to have been led by a female for the last 6 years - first under Renetta McCann and now Laura Desmond.

What advice would you give to young women looking to advance their careers in media?

Be prepared to work very, very hard if you really want to have a career, as opposed to a job, in media.

What was your biggest challenge in 2009?

It was really about deciding whether to embark on a new adventure by joining Starcom MediaVest Group after fifteen wonderful years with Mediaedge:cia. It was not an easy decision as I had been with Mediaedge:cia from its inception and invested heart and soul ever since to do it proud.

And you biggest achievement?

Yet to come so stay tuned!

What are your expectations for 2010?

The media business is already a highly competitive arena even without the present parsimonious financial climate in an increasingly interconnected global economy. So I do not expect an easy year ahead but I do expect us to rise up to the challenges and opportunities as they present themselves, give it our best shot with our substantial resources and strive to achieve further success for Starcom MediaVest Group in a coalesced fashion.