Rochelle Chhaya , COO
an algorithm to show waiting times in each McDonald ’ s throughout Singapore . “ The system automatically starts a media campaign to drive burger sales , or pauses the ad campaign . If waiting time is above 10 minutes , we can pause all delivery ads for that location because we have enough demand ,” Chhaya explains .
Clearly , this is more than running an ad campaign – it ’ s understanding how media and digital work in tandem to drive growth . “ Where exactly should they be seen ? How exactly should they measure ROI , measure success ?” asks Chhaya . The agency partners with technology giants such as Google and Facebook to accrue local insights on a global scale so businesses can learn how to advertise appropriately and measure the success of their campaigns as well as areas for improve-
EXECUTIVE PROFILE
Rochelle Chhaya , COO
A marketing and communications specialist with 13 years of experience in both digital and investment capabilities , Rochelle Chhaya has a passion for creating new digital solutions that integrate multiple touchpoints and deliver holistic consumer experiences for brands . As Chief Operating Officer of OMD APAC , Chhaya is tasked with mapping out what the future client-centric , digitally powered and data-led agency model will look like for the network . Formerly the Chief Digital Officer for Omnicom Media Group APAC , Chhaya has comprehensive knowledge and experience to tackle the operational challenges and opportunities that arise when developing an agency model for the future . Chhaya also shares her experience and knowledge with the industry , serving as a Board Member of the Interactive Advertising Bureau ( IAB ) SEA & India .
113 www . gigabitmagazine . com