Marketing Excellence Awards judge Roy Siew on showing tangible results

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Berjaya Sompo Insurance head of digital Roy Siew recently assumed the position in February to build a roadmap for digitalisation and start the company's transformation journey. Siew has accumulated over 10 years of experience in digital insurance, including four years at AXA Affin Insurance prior to his current role. During his time there, Siew helmed roles such as head of digital – HR department, and head of eCommerce and partnership.

Reporting to deputy CEO Futoshi Hanahara at Berjaya Sompo Insurance, Siew is currently advancing the company's "digital proposition”, developing innovative models of engagement and driving digital thought leadership. He has also been improving online customer experience and supporting partnership distribution together with his team. Read more from him below on what makes a winning entry for the upcoming Marketing Excellence Awards.

[The Marketing Excellence Awards is back in Malaysia for its seventh year to recognise and award Malaysia’s outstanding marketing campaigns With 33 categories open for entry, don’t forget to submit by 23 August 2019. Visit our website to find out more today.]

A+M: What do you hope to see in the submissions for Marketing Excellence Awards Malaysia 2019?

Siew: I hope to see them demonstrating how their strategy or tactic has met the objectives and is award-worthy. On top of that, entries must be able to show tangible results in terms of increase in percentages and of how the campaign directly or indirectly impacted the bottom line of the business.

A+M: What do you feel is the biggest challenge marketers in Malaysia face today?

Siew: I feel that one of the most common and biggest challenge marketers face today is providing a high return on investment for all of their marketing efforts or activities.

A+M: What type of work stands out to you as a marketer?

Siew: What never fails to impress me is to see work that what others aren’t willing to explore and do.

A+M: What do you look out for when working with agencies?

Siew: When it comes to working with agencies, I first assess the people or talent who will be working on the campaign or project.

They need to be technically sound, inspired and ambitious, even more than us.

Then, of course, the history of the company, previous work and competitive pricing comes after that.

A+M: Where is the standard at for Malaysia's marketing industry? How else can the industry improve as a whole?

Siew: Digital marketing has gained massive traction in Malaysia. Businesses are now willing to spend more money on various strategies such as content marketing, influencers marketing and social media marketing to connect with potential customers and motivate existing customers to come back and purchase more products. Malaysia’s marketing industry has raised its bar high. Digital marketing sphere is changing rapidly, and we need to keep up with the current trends to avoid falling behind.