Digitas expands into Malaysia, Randolph Tan appointed to push growth

Digitas has expanded into Malaysia with Randolph Tan (pictured) taking on the role of Publicis One growth officer – Digitas. Digitas was acquired by Publicis Groupe for approximately US$1.3 billion in 2006.

Prior to the new role, Randolph Tan was Publicis Malaysia’s CTO. Publicis Malaysia is part of the Publicis One network.

Randolph Tan will lead a team of 20 individuals, with more hires expected to be made in the near future across the board, and report to Publicis One Malaysia CEO Tan Kien Eng. Randolph Tan has been with Publicis Malaysia for over six years. In his role as CTO, he led a team of digital specialists ranging from account management, social, analytics, technical and creative.

A Publicis' spokesperson told A+M in a statement that the agency realised it was the "right time" to launch in Malaysia, considering the current digital demand in the country. It aims to disrupt and empower brands through innovation and creativity using data and technology.

The spokesperson added that the agency is currently looking to cater to all clients under the Publicis One network. Meanwhile, Digitas Malaysia will collaborate with sister agencies in the Publicis One network to deliver "outstanding work" that drives its positioning as "The Connected Marketing Agency", connecting all tough-points with the customer journey through data, CRM, media and creative, to help clients link their business objectives with real outcomes.

Randolph Tan told A+M that the team looks forward to a collaborative approach with the other agencies under the network, offering and introducing its capabilities to campaigns, projects and pitches to enable clients to obtain seamless, data-backed ideations and solutions.

"Our core capabilities in creative, strategy, media, data, technology engages and empowers brands to lead the change in this digitally powered era," he said. As such, he feels that these aspects will provide the Malaysian market with a competitive advantage.

"We are committed to uncovering clients challenges, simultaneously working on addressing and tackling those concerns effectively," he added.

Tan Kien Eng said during the launch that Digitas’ diverse expertise will further inspire levels of creativity, marketing transformation solutions, consulting and technology, giving the network a competitive edge in the industry while showcasing the Power of One. Annette Male, CEO of Digitas APAC added that Digitas Malaysia will be powered locally and supported by both global and regional resources.

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