80 % reach in Singapore South East Asia Coverage Powerful first party data

46 strong Singapore partner network Premium , brand safe advertising Exclusive SPH & Mediacorp Inventory

LEARN MORE

to achieve in terms of scale ?” Through asking the right questions , OMD combines an awareness of the client ’ s target audience and desired business outcomes with its own deep , marketspecific understanding of customers . “ We put ourselves in the shoes of the consumer and understand who the core target audience is . We try to understand the consumer from a demography and psychography perspective . We then look at , based on the client ’ s ambitions , what change in behaviour they need from the consumer for them to want to consume the product , or change from a competitor ’ s product . That ’ s our cross section where we talk about ideation : what are the different things we can do to make the change possible ? How can we drive efficiency in what we ’ re doing ?” For McDonald ’ s , the challenge is to adapt to the local market and thrive in an omnichannel arena – fulfilling both online and offline orders from the same kitchen . “ At some point , demand will exceed capability to match it with supply ,” says Chhaya . OMD has developed a technology-driven platform which analyses kitchen capacity and uses

AUGUST 2019