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Aug 24, 2011

INTERVIEW: Ogilvy's Stephen Mangham on his Indonesia role

SINGAPORE - PT Indo-Ad's new group technical advisor Stephen Mangham talks to Campaign about his six-year tenure at Ogilvy & Mather Singapore and his new role in Indonesia.

wide player in 16:9 format. Used on article page for Campaign.

The topline news, says Mangham, is that Ogilvy is gearing up for future growth that sees his relocation to Indonesia where he'll be group technical advisor at PT Indo Ad. His successor as group chairman in Singapore is Fiona Gordon, promoted from her previous Hong Kong-based role heading up the agency's global brand management matrix.

As the world’s fourth most populous country, Mangham says the agency thinks Indonesia has the chance to be one of the largest markets in its network.

"My job is to drive that growth and it’s a fantastic challenge and opportunity," he said.

On Fiona Gordon coming in as his successor, he said that having handled Ogilvy's global brand management matrix for the last few years, and having worked a lot with a number of global clients around the world including in Singapore, she was a natural selection. "Seeing that Singapore is becoming more and more of a global hub for us, it makes sense that she should be my successor."

Mangham says that he leaves an office that’s grown considerably during his six years there.

"The office has nearly trebled in revenue and the staff has grown from 240 people to nearly 600 people. We’ve strengthened all of our disciplines, but particularly our public relations, digital and CRM disciplines, and we have a pretty terrific RedWorks operation here, so that’s a legacy to be proud of," he said.

One area (for growth in Indonesia), he says, is to develop the '360' offering there.

"Indonesia is primarily an advertising market and that’s not going to change dramatically in a hurry, but it’s a huge market and the mobile phone penetration is enormous, the growth of social media is staggering – Indonesia’s one of the biggest Facebook countries in the world. I thinks there’s a lot we can do to build our 360 offer – in many ways that we have done over the past six years here in Singapore."

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