Ex-OMG CEO Cheuk Chiang joins Mutiny as investor, partner and chairman
Former Omnicom Media Group APAC CEO, Cheuk Chiang, has joined marketing consultancy Mutiny as a partner, investor and chairman.
Chiang stepped down from his role at Omnicom in April last year after spending five years at the helm and a decade with the group.
Mutiny’s leadership team Innis, Wray, Chiang and Farrugia
Thats huge. Congrats Cheuk, and team Mutiny.
Well done Cheuk. I look forward to seeing how this mutiny unfolds!
he has definitely found a company that is right for him – good and bad
btw, what’s with the matching clothes?
Where is Chris Innis floating around in all this I wonder?
Hate to be the one to ask but what exactly is predictive advertising? Love the amount of marketing jargon in all your press releases though, great stuff.
Quite simple, happy to explain.
We plug into mar-tech, content and programmatic APIs. Analyse everything using what is called a ‘deep learning’ algorithm (our IP). We can then use that to build statistical models of where money can be used to drive improvements in marketing spend.
We then use data to project what improvement that will be in a dollar figure for clients, set commercial targets and so on. That’s why clients like us (especially CFOs).
It is digitally skewed, but as all media will be programmatically bought in 5 or so years, we’ll be well placed to capitalise.
Important to note — we’ll probably never deliver a big brand campaign or idea, but we’ll certainly know how to analyse the data around it to shape the brief, much like the Big 4 management consultants or Bain and McKinsey would.
If you put a name to your comment, or email me directly, I’m happy to show you the technology over coffee. It’s pretty cool and tends to replace a lot of the head hours the management consultants would charge to do the same piece of analysis.
You have promised 15% more competitive advantage for CMOs. Exactly how is ‘competitive advantage’ quantified?
Agency uses Watson out of the box – claims to be AI driven. There is an opportunity in this space but until there are unique data and computer science capabilities in house, it’s all the same stuff packaged differently.
To clarify, we don’t use Watson out of the box. Most of our solution is proprietary and built/owned by us.
If that’s the case it’s strange that you don’t have a CTO on your leadership team then. Feels like they would be the most important person in delivering the product.
It’s a good point, but I’m fairly skilled up now in developing the algorithms piece and Harriet has extensive experience in scoping, delivering and running these projects from a product management perspective. We can brief very tightly, whole thing is built in Python as well so easy for myself to review code.
We also have access to 2-3 solution architects who we’ve worked closely with on other businesses which fulfil a similar role.
Agree – the whole thing has a waft of snake oil about it.
Without any data scientists or engineers on board it looks like a bunch of ex planners and corporates talking a bunch of talk.
But press releases can only say so much – maybe still waters run deep and this thing will take off. If you’ve actually got the tech and the people to pull it off, it’s a great idea.
If so, more power to you Henry.
Thanks Tim – looking forward to the future, that’s for sure 🙂
Good luck with this. Proprietary tech is important to make a play like this work. Can we get a demo?
Good on you, Matt and co.
Good to see some upstarts having the brains and balls to go in a different direction to the usual mob. I wonder if the cynicism on display here would be same if you were launching just another creative agency promising planning, creative and account management. Probably not…there’s a smell of fear in these comments.