MediaCom has launched its integrated content division, MediaCom Beyond Advertising, or MBA, in Malaysia. The move is part of MediaCom’s aggressive push to bring to clients, content partnerships that are rooted in business challenges.
This includes creating content which are localised and able to drive incremental media value across paid, owned and earned digital and traditional media channels. MBA currently operates in more than 40 markets across the world.
The MBA team in Malaysia will be led by Saurabh Chandrashekhar (pictured), who joined MediaCom in 2012. At MediaCom, he has worked in roles spanning market operations, regional strategy and content planning across key Asian markets including China. In his new role as lead for digital and content partnerships, Chandrashekhar will also be responsible for working across all client teams to bring to life, meaningful partnerships spanning digital, content and data that drive business results.
Speaking to A+M, Chanchal Chakrabarty, managing partner of APAC and managing director of Malaysia at Mediacom said Malaysia, with its diversity, requires brands to understand the dimensions, forms, and distribution of content in a way starkly different from anywhere else in Southeast Asia (SEA). Chakrabarty added that while content has always been the “king” but more than ever today, it must work with and across channels as part of an ecosystem to engage with consumers and drive business results.
In Malaysia, the team will work on a hybrid model with the global MBA team where strategy and content creation will be done locally. The global MBA team will be actively involved to bring in best practices and fully leverage the power of over 40 offices spanning more than 100 content strategists, creators, and distributors. The MBA team will leverage rich data sets from 3D (GroupM’s proprietary research), mPlatform and MediaCom’s proprietary strategic planning tools to create connected executions with the consumer at the center.
“We are excited to have Chandrashekhar back in Malaysia as part of our leadership team. He brings with him rich experience of more than a decade of working with global marketers in digital forward markets in Asia,” Chakrabarty added.