Wow, the last two years have been exciting. But it’s time to say, so long, Singapore.
MBA vs real-world learning
In December 2011, I told some old friends that I was about to do an MBA in Australia – where I lived at the time – at an unheard of business school. They explained to me that it was too little too late: “You’re supposed to be turning 30 not pushing 40; you’re supposed to do it at a famous school with cool people, not a cheap school with average people.” Fair cop. They asked me why I was keen to get a Master’s in Business Administration anyway and I explained I wanted to use it to work out what’s next. “That’s an expensive way to procrastinate,” said one of said friends. Harsh, but fair.
So, three months later, I feigned a family holiday and instead booked a solo trip to Singapore. I met 35 people in seven days. And asked each person to introduce me to one more person, if they could.
One of those ‘one-more-people’ was the guy at WPP’s “other trading desk” the Media Innovation Group. The digital media tech company on the bleeding edge of digital whose tools were used by GroupM. And this bloke decided I was the man for the role to bring his business to life across Asia Pacific.
Soon enough it was announced in the press (thank you, mumbrella) that I would be moving on to embark upon some “real-world learning” to launch WPP’s Media Innovation Group across Asia Pacific.
Data, creativity and real-time bidding
The business at the Media Innovation Group was technical. And naturally, full of three letter abbreviations. The Media Innovation Group (MIG) was a real-time bidding (RTB) media buying shop – sometimes called a trading desk – with a state-of-the-art data management platform (DMP). Since those ‘early days’, everyone has started talking more about “programmatic”. But if anyone uses such language with you, ask them to explain themselves. Most can but many can’t! The tech-heads think media is all about tech. It’s not, it’s about results, of course.