Profile... CEO sets out to refashion Mediabrands in Asia

Ruth Stubbs, the newly appointed CEO of Mediabrands, is all ears these days.“I have been doing a lot of listening here. Before I was doing a lot of talking. It’s amazing how many jewels I have uncovered,” says the former head of interaction at GroupM.

Stubbs isn’t keen to share these “jewels”, but she says listening to staff has taught her a lot during the two months she has been in her role. Her shift from heading a digital division at a media powerhouse to being manager of a smaller, and arguably less cohesive, media agency group has surprised many. Not least because she is known as a digital specialist.

“Everybody is like ‘wow, digital background’ but the thing is that I have 23 years agency experience.Obviously, [Mediabrands worldwide CEO] Nick Brien knew that and Mediabrands knew that. It is easily forgotten because, for the past 15 years, I have been focusing on digital.”

Stubbs started her career working with advertising agencies including Ogilvy & Mather and Lowe Lintas in Sydney. And prior to joining GroupM in 2004, she spent 10 years with Euro RSCG Worldwide in a role which was split between heading its digital media operations in US and as the regional media director based out of Hong Kong.

She may play down the digital dimension, but her appointment is viewed as a statement of intent. Of Stubbs, Jeffrey Seah, CEO of Southeast Asia at Starcom Mediavest Group and a former colleague, says: “Ruth brings a focus and motivation to her work. Obviously in this new role she will bring digital to the forefront at Mediabrands.”

Stubbs, a triathlete who trains seven hours a week, agrees that Mediabrands is looking for a new approach. “Gone are the days where there is a grey-haired guy who has experience with a large multinational agency sitting at the helm because that’s where he should be sitting. All of Nick’s hires have been extremely diverse and he has made it clear where the future is going. I am not saying it is unique,but it’s very observant.”

She says working at the smaller Mediabrands is “refreshing and manageable”. Unlike her stint at GroupM, she adds, it has been easier to get consensus.

Consensus is not necessarily something Stubbs is known for;she has developed a reputation for speaking her mind. “She is very passionate and brings a lot of energy,” says an industry source and former colleague. “It’s a classic case where someone’s strengths are also their weakness. Strong personality can have a positive and a negative impact.”

The source adds that the role will be challenging.“There is a definite element of risk in her appointment. Mediabrands has taken a gamble by appointing her. I guess it is in a position that they have to gamble as they neither have a scale nor depth.”

That comment may be a touch unfair - Mediabrands’ Universal McCann network, which has been patchy outside its stronghold in Australasia,has had a positive year under new Asia-Pacific president Henry Tajer. But sister agency Initiative poses a problem - in some markets it barely exists and speculation about its future has been rife since a management reorganization last year removed regional president King Lai.One of Stubbs’ most pressing challenges will be to build something cohesive out of Mediabrands’ proposition in this region.“Universal McCann is very well-known and well-established in Asia, while Initiative has had its ups and downs,”she admits.

A large part of her first two months have been spent meeting the teams in India, China, Japan and Hong Kong. Stubbs’ inquisitive approach, she says, has led to an understanding of what her team wants. “Not that they will get everything they want”,she jokes. Ruth Stubbs plays down her digital background, but her appointment is a statement of intent. Asiya Bakht reports CEO sets out to refashion Mediabrands in Asia.

“We have a fantastic team of people, but we have a lot of sorting out to do.There is amazing talent, and opportunities in India where we are in the process of developing Mediabrands’ proposition. In China,we are doing the same thing. We have some old friends in both countries with whom we want to get in touch again.”

In Japan, Mediabrands is looking to working closely with Michael McLaren, the new CEO of McCann Worldgroup Japan and Asia-Pacific, with whom Stubbs has worked before.

The plans for Initiative involve a complete transformation and are currently being developed in close collaboration with the media agency’s global chief executive Richard Beaven and regional representative for Asia-Pacific Roger Camplisson.

“It will be a new Initiative and it will be fed by our Mediabrands proposition. What it essentially means is that the operation is going to be far more flexible than a large traditional agency. Sometimes, a large agency is unable to execute the promise of flexibility since they are hindered by their size,by conflicts and by hierarchy.”

The plans for Initiative primarily involve the development of an offering for small and mediumsized clients. Stubbs adds that Initiative as an agency brand doesn’t need to be present in every market even if it is not profitable. “It will be a staged launch and we intend to announce it before the end of the year.”

It is, however, very much a work in progress. “If you don’t know what you have to work with then its very difficult to create the next stage.At the moment I am working with my partners to see what we have got.Give me a few weeks and I will have a clearer picture,” she says. “At this point it would be incredibly naïve of me to come and say that this is what we are going to do.This is not the way I work and I think this is not the way to get results. A priority will be to work with the clients and understand what is their wish list.”


Ruth Stubbs’ CV
2009 President, Mediabrands Asia Pacific
2004 CEO, GroupM Interactions Asia Pacific
2000 Head, Digital Media Operations, US, Euro RSCG Worldwide
1994 Regional media director, APAC , Euro RSCG Worldwide
1991 Media director, Ogilvy & Mather, Sydney