Cheil Singapore creates social command centre for real time consumer trends

Cheil Singapore has launched a new social media command centre as part of its long-term vision that aims to help clients be more informed and responsive to consumer trends.The social media team at Cheil Singapore will be able to actively monitor social media conversations and trending topics using real-time data in the new facility. This is in a bid to provide clients in producing content and campaigns relevant to consumers and positively impact business results in social and data-driven marketing.“The Social Media Command Centre gives us a holistic view of the social media landscape, allowing us to manage campaigns from end to end,” Nalla Chan, managing director of Cheil Singapore said.“With well-chosen visualisations, we hope to make data easily accessible and change the perception that it is difficult to interpret and comprehend,” she added.In addition, the social media command centre enables the escalation of important insights through real-time social media analytics and social conversations from social intelligence across the strategy, creative and account servicing teams.Creative group head at Cheil Singapore, Larry Lim said the new facility is like a “magnet” within the company and with clients as it is able to share insights. He also added that this has helped the creative team in “ideating” campaigns for its clients.“This data-driven approach gives increased visibility to the impact of our digital efforts and helps us optimise our strategy for more effective customer-centric campaigns,” Ng Ju Ann, digital planning director, at Cheil Singapore said.Last year, Cheil Worldwide elevated Jeongkeun Yoo to the president and CEO role as former president and CEO Daiki Lim expressed his decision to resign. Lim revealed his decision to resign through prior consultation with the board members and recommended his successor.In 2016, in line with Cheil’s expansion plans then, Cheil Singapore hired Fredrik Englund to take on the role as regional creative director. Englund will play a pivotal role in bringing Cheil Singapore’s creative and digital offerings to the next level for clients like Samsung, Singtel, and Capitaland. He reports to Nalla Chan, managing director, Cheil Singapore and to Ken Cho, CEO & president, Cheil SEA regional HQ.