Staff Reporters
Aug 18, 2020

Women to Watch 2020: Holly Millward, CSM Sport and Entertainment

With arenas and stadiums closed around the world due to the COVID-19 pandemic, she has tackled the downturn by accelerating CSM’s digital marketing and data offerings.

Women to Watch 2020: Holly Millward, CSM Sport and Entertainment
SEE ALL OF THE 2020 WOMEN TO WATCH
Exceptional female talent from the APAC marcomms industry 

Holly Millward

Managing director, Asia
CSM Sport and Entertainment
Hong Kong

With arenas and stadiums closed around the world due to the COVID-19 pandemic, this is a rough time to be a sports marketer. While the industry remains at a standstill, marketing and brand management in this sector, which has historically relied heavily on in-person entertainment, had to be quickly reshaped to cater to a home-bound audience. 

Holly Millward, who heads the Asia operations for CSM Sports and Entertainment, isn’t taking a step back in the fight. Rather, the one-time office manager has taken the challenge head-on, finding new ways to grow the business, sign on new clients and extend relationships with marquee customers. 

For example, Millward has tackled the downturn by leading the acceleration of CSM’s digital marketing and data offering, generated purely through digital content. Elsewhere, off of the back of a successful pilot digital campaign featuring AIA’s assets with Tottenham Hotspur and David Beckham, she sharply grew the investment commitment from the insurer, with the campaign expanding from six to 10 markets across APAC. 

Millward was appointed managing director for CSM’s Asia region two years ago as the firm was plotting its expansion into Singapore and Japan. In July 2019, she led and won the global pitch at Asian giants HSBC and AIA, leading to the long-term re-contracting of both deals. She also oversaw work on the 2019 Rugby World Cup in Japan, with programs run for top global bands. 

Besides driving the growth and evolution of the Asia business, Millward is widely regarded as an empathetic leader at CSM. Her openness to new ways of working and transparent communication has been noted, especially since she’s promoted flexible working, weekly hikes and virtual book clubs to aid bonding among employees compelled to work remotely. 

As a woman leader in an industry dominated by men, Millward is preparing for a long run in the sports marketing industry. Millward has literally run hundreds of kilometres to support her industry--she has completed two 100 km challenges with Just Challenge in the Himalayas and Africa, raising significant funds for Laureus Sport for Good projects.

 
SEE ALL OF THE 2020 WOMEN TO WATCH
Exceptional female talent from the APAC marcomms industry 

 

Related Articles

Just Published

1 day ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

1 day ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

1 day ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

1 day ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.