Samuel Yap-Choong has been appointed as the GM of Data and Analytics, strengthening the senior leadership team at MBM New Zealand.
Yap-Choong’s responsibilities will encompass various verticals including Data Science, Data Engineering, Analytics, and Analysis. Additionally, he will collaborate closely with the digital and technology domains.
Coming from a non-traditional media background Yap-Choong has global experience across a variety of different industries. He has previously held roles as a Solicitor at Minter Ellison Rudd Watts, Head of Data and Web Development at Hype & Dexter and most recently worked in Global Data & Analytics at ZURU.
In his role at MBM he will lead an experienced team of digital and data specialists that build technical measurement solutions, predictive models and commercial analysis, working to drive revenue and growth for clients.
“Talent density is extremely important to me, so I’m honoured to be working with such a well-known and innovative agency, with leaders like Lee-Ann, Penelope, Emily and Cath in Auckland and Annabelle in Wellington. As digital transformation is an important part of my remit, the delivery focus of MBM excites me,” says Yap-Choong.
“Data has changed. It has always been inherently strategic, used to plan for the future, as well as direct the present and it’s growing at an alarming rate. Data in 2023 is about innovation; right now, that means automating and optimising the menial, efficiently extracting meaningful insight to derive value. Now more than ever in an AI-driven world, it is about innovating faster than everyone else to get an unfair advantage. My plan is to focus on building new tools within MBM, as well as leverage the power of the wider Publicis Groupe to create solution-derived value for our clients.”
Lee Ann Morris, CEO MBM, says: “A key pillar of MBM’s ‘Think Beyond’ strategy is to invest in automation and transformation. Sam excels at data and technology driven challenges and his passion for analysis, AI/ML, engineering, and cloud technologies to enable business objectives is disruptive. We’re excited to welcome him as a key leader within the team.”
