CLICK TO WATCH : ‘ OMD APAC – TODAY ’ S CONSUMER ’ 111 market in which a client wishes to succeed . “ Every country is rightly unique and at different stages of digital adoption ,” says Chhaya . You ’ re expected to be ahead of the curve compared to your clients . Local market knowledge and resources are vital , but they may lack that global level of aptitude , so it ’ s a challenge to find the right talent and make sure we train , upskill and ensure clients trust our staff ’ s knowledge and expertise . We need to make sure we are truly driving the client , rather than the client
saying ‘ here ’ s what we need to do ’ and us reacting to it .”
Chhaya cites McDonald ’ s as a key example of how OMD understands business objectives and fosters growth through partnership . The key objective is to sell burgers , of course , but nowadays this is done offline as well as online through McDelivery . OMD examines the goals market by market : “ Sometimes , in a small market like Singapore , we even go store by store ,” notes Chhaya . “ What are the KPIs , what are the goals they need
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