Gary Tay's digital agency, named Amphibia digital Sdn Bhd, seems quite appropriate as he can adapt to any marketing communications environment online or offline.
Tay, 47, spent half the age of 25.
Years or more advertising career-the-
Line communication (
Mainstream advertising)
Start in a three-
Personal Agent, Macs creative.
In the fourth year of his career, he was at Leo Burnett, his fourth acting company (LB).
LB, today is a creative power under the leadership of people like the late Yasmin Ahmed and now Tan Kim Ying, when it was a relatively small institution
There, he manages brands from Carlsberg to Standard Chartered.
Around 2000, he helped build and manage the interactive department LB interactive (
Later, it will develop into Arc on a global scale).
LB Interactive is one of the country's first digital advertising businesses.
"LB has a wide range of digital agencies around the world, but they don't have a common brand.
"We are trying to build a common brand," Tay recalled in an interview with StarBizWeek . ".
"It was a bit frustrating in those years because they were still trying to find their own digital base.
When I was running this department, we were working on a common platform.
But until about 2002-2003.
This allowed Tay to leave LB for a master's degree in technical management.
13 years ago, he started his own company, digital commerce, a Web application developer.
Somewhere along the way, Tay's CEO company turned into a digital company.
Led creative organization providing terminal servicesto-end solutions.
It was renamed Amphibia Digital in 2008.
Over the years, eight dozen spirits
The agency did work for YTL Hotels, Malaysia Airlines, DiGi and BonusLink.
Its existing customers include the international education center of Islamic Finance (
Provision of terminals-to-end solutions)
Raj Harku (
Maintain consumer and business websites)
Hong Liang bank (
User interface design
Tobacco of Japan (
Strengthening global e-commerce
Learning Platform)
And Star Radio (
Construction website template).
Its business is built on four pillars: Coverage, experience, engagement, and intelligence.
Reach is a platform where you can find ways to communicate, such as buying display ads and search engine marketing.
Experience refers to the user-
Experience-how to track the entire journey of the customer and how to make it easier to convert the customer.
Participation means that Amphibia manages customer engagement through events and Facebook pages.
Finally, intelligence refers to analysis to determine whether work is delivered on key performance indicators.
4As digital Digital bia digital is a member of the Association of recognized advertising agencies in Malaysia (4As)
Nearly ten years.
It has been appointed as a member of the Council during the last two terms of office (four years).
Tay, who helps manage 4As advocacy, is also responsible for its digital plan.
In addition, he also served as representative 4As (
Andrew Lee of United Havas KL).
Tay hopes to get more digital agency participation in the future 4As.
"I encourage more digital institutions to participate in some of the projects of the association.
Digital institutions are also facing the same struggle as other communication institutions --
"Headquarters agencies such as talent shortages and 4As provide their members with educational and support programs that create value," he said . ".
4As used to have a digital department, but it focused on the awards scene.
Tay said the last time it was active was two years ago and he was thinking about restoring it.
"This year, the 4As Council will incorporate the numbers into all its projects, rather than seeing the numbers as a position --
Independent things.
"The digital initiative will be part of every project in 4As," Tay said . ".
"At the moment, we have the Effie, the Putra Brand Award, the cansears Award-all of these shows don't have a big digital component.
So one of the tasks of this year is to look at the digital side and see how to build on that.
When it should actually be reflected in every project of 4as, why treat it as a separate animal altogether?
"4As is expected to work with the Malaysian Digital Association, which Tay is a founding member of the digital initiative.
The industry lacks talent and needs to go out and encourage new young talent to join in order to provide a new perspective for businesses, Tay said.
Amphibia Digital is doing its part.
Recently, the agency worked with the University of Taylor to "adopt" 22 local and foreign students.
"They run their internal projects and are committed to the reallife work.
This is part of the syllabus that they need to complete after graduation, "he said.
The work is divided into three disciplines: social media, web design and graphic design.
The students were given specific briefings on the actual work and should develop the ideas and other things needed within their scope of work.
"Amphibia's team went to Taylor to manage their expectations and went through the review process.
Some of the social media work they make may appear on the sharp Facebook page, "said Tay.
The first students will graduate this year.
"If all goes well, we may have another batch next year.
"About how to survive in the advertising industry, Tay says people need passion and perseverance.
"Overall, I have been in this business for 25 years.
I'm still excited to watch the fun work.
The emergence of work actually helps build a passion for wanting to see more interesting things.
We challenge ourselves every day.
Therefore, quality of work and creativity are an aspect of the driving force, "he said.
"Another aspect is that we need to have fun in the end.
If there is no interest in the work we do there, why do we do it?
We have a lot of clients that allow us to do some interesting work and challenging tasks.
The friendship between team members is also very important, he said.
"We have internal training programs and other activities, and at the end of last year we invited consultants to get to know ourselves better.
That may be why we are also heavily involved in 4.
Many of us have gone through projects launched by 4As. “My partner, (deputy CEO)
Harish Subramaniam, who attended last year's Astronomy
Senior leadership programme.
Some of my staff went to the Aifei training camp in Malaysia.
We found these very helpful.
Tay said that in his plans for the agency, Amphibia Digital focused on the app.
"When we started using the Internet, we were a laggard --Solution Based;
Today we are talking about getting into mobile apps that support iOS and Android.
"We are mainly online at the moment," he said . ".
The agency recently developed a sex education app for a regional women's NGO called Arrow that supports iOS and Android.
Amphibious species are expected to maintain double
He said China's economy is moving in the right direction so far this year.
Tay said Amphibia also plans to raise her profile by attending more awards.
In the past three years, it has won two bronze medals at the Aifei award in Malaysia.
"I think you will see us take part in more awards.
This is not our top priority, but recently we have decided that this will help our profile.
"The children now want to see success from their work," he said . ".