Only two months since its launch, Mutiny Group has brought on board Cheuk Chiang to its team. Chiang joins the team at Mutiny Group as an investor and partner, and will take on the role as chairman. He was previously the CEO, Asia Pacific for Omnicom Media Group and prior to joining Omnicom was managing director at Cummins&Partners. He also held senior leadership roles at M&C Saatchi and Leo Burnett in Australia and across the region. Many say he was instrumental in driving the growth of Cummins and later PHD (part of Omnicom) across the region.
In a conversation with Marketing, Chiang also said that the agency has plans to expand into Southeast Asia in the near future, with the first market being Singapore given its APAC hub status. However currently, the agency is focused on strengthening its hold over the Australia market. Chiang added that the blend between talent and AI was what intrigued him into joining the firm, both of which, he said are crucial to the industry moving forward. Mutiny uses its own proprietary tech and has partnered with the likes of IBM Watson, Salesforce, Google and Facebook to leverage their leading AI technology.
“As I was looking for my next challenge, I was attracted to Mutiny’s proposition of being the world’s first predictive advertising agency. For a long time now, our industry has been struggling to re-invent itself. A lot of agencies are still chained to the past with legacy structures. The answer isn’t just about being more integrated, data driven, or customer driven, the answer has been staring us in the face with the coming of the Fourth Industrial Revolution,” Chiang said.
“Mutiny’s use of AI, deep learning and predictive analysis to inform every decision, every strategy, every recommendation and every solution is the new way forward. I like that their focus is not just on the data or the technology, but how they can find a better way to leverage the power of both through artificial and human intelligence. Predictive advertising is truly the next frontier of our industry and I’m excited and humbled to be part of this new future,” he added.
Matt Farrugia, CEO of Mutiny Group said “Chiang’s visionary approach and success in building successful companies speaks for itself. We are ambitious about scaling and his experience and strong ties with the tech and investor communities locally and globally, will bring a huge advantage to our business and our clients. It’s a new and unique offering we have and we need strong partners, intellectual prowess and major investment in leading tech to help us achieve our vision of building the future agency. Chiang is the perfect partner and a strong addition to our team.”
Henry Innis, chief strategy officer of Mutiny added “Chiang has the unique ability to be a leader, strategist and thinker in our business. We’re looking to expand into global markets and Chiang’s experience in managing businesses in this context is unparalleled. It’s pretty humbling that he saw and understood our vision to revolutionise the industry through technology, talent and techniques to deliver cutting-edge predictive advertising solutions for our clients. We’re simply thrilled to have him as a partner.”
The news also follows the recent addition of Harriet Wray who joined as COO from PwC where she was previously a product lead, innovation ventures, and supports Mutiny Group’s aggressive growth plans.