The Drum's 'Unsung Heroes' series is a celebration of the people in the industry who slog hard behind the limelight for their companies, brands and clients. As they are seldom in the spotlight for their contribution to the success of campaigns, this is their time to shine.
As a technology solutions specialist at Omnicom, Jidnapa Tangchetcharung helps agency teams use technologies to collect data and consumer insights from digital platforms. And no, she will not be able to advise you on how to update from iOS 7 to iOS 9 on your iPhone.
Why is your job important?
As a technology solutions specialist, I am responsible for all technologies and platform, which are essentially the backbone of the media communications business as digital media is playing an increasingly significant role.
To keep up with consumer trends, agencies tend to use technologies and platforms to collect data and deep insights into the behaviours of their consumers. If we can unlock value from this data, then marketers can gain a competitive advantage.
Digital technologies are increasing in priority, not just for media agencies but among clients’ marketing strategies as well. As this continues to gain momentum, my role is evolving to support our clients in integration and transition, incorporating business data and analytics to deliver stronger business outcomes.
What is the hardest and stressful part of your job?
Things change very fast in the digital world. It’s very hard to keep up with the ever-changing developments in digital and technology. Keeping myself continuously updated is a bit stressful, but the hardest part of the job is trying to connect technology platforms and people.
I have to determine an individual’s level of expertise beforehand and find the best way to effectively communicate with them. Getting people to understand technical information and derive insights is very challenging; all the effort you put in will be futile if you can’t explain it to others.
What is the most rewarding part of your job?
Having an opportunity to be exposed to new technology is the most rewarding aspect of my work. They offer me a chance to learn new things, just by getting my hands on them.
Omnicom Media Group is a workplace where I can fully immerse myself in technology, as the company encourages an open ecosystem and works across a variety of technology partners to deliver efficient media ROI for clients.
I take pride in my job within this organization, and this position is a great way for me to use my skills and interests, while also enhancing my expertise to become a fully equipped specialist and making a difference for our clients.
What is the first thing that comes to people’s minds when you tell them about your job?
It is quite funny when people think I’m a computer engineer! They think I must have knowledge of software and hardware, or computer systems and components, requesting me to troubleshoot for them, fix network problems or repair mobile phones.
The most popular question I’m asked by these people is, “How do you update from iOS 7 to iOS 9?”, to which I often have to reply that I personally use Android and am not familiar with iOS. Others assume that I’m an advertising sales representative who sells advertising space on digital media.
How would you correct/explain to them what you do then?
I tell them that as a technology solutions specialist, I help agency teams use technologies to collect data and consumer insights from digital platforms, which are then translated into recommendations for our clients on how they can better achieve their goals.
Is there anything you want to change in your job?
I would like to change people’s mindsets, if possible; to help them understand that we don’t do digital marketing, but rather, we do marketing in the digital world. While the key elements of marketing may be the same, it’s essential to consider the best strategy and tactic for the business and market, and then use systems and technologies as tools to learn and come up with new ideas, while creating better ways of working.
Which was the campaign that you worked on, that you are most proud of?
I have had an opportunity to work with a variety of brands in different industries, but the most challenging project is the digital transformation of a baby milk brand.
Nowadays, young millennial moms are giving birth to babies in an increasingly digital world. Similarly, it is becoming increasingly important to understand digital moms’ behaviours, gathering insights on how to better communicate with them.
My team and I worked with our client to plan for the necessary infrastructure, set up the digital framework and collect data in order to achieve this goal. We leveraged the corresponding insights in our digital communications to help our client fulfil new mothers’ journeys while achieving their business objectives.
Who is someone you want to emulate in your industry?
My boss, Kanchalat Sresthabutr, director of performance media, is a person I would like to emulate. He was my first teacher when I was just a newbie in the digital world. He is well-known in the digital media industry, and I admire him for his success.
He inspires me to think outside of the box and be open-minded to new things. He also constantly motivates me, providing guidance and counsel. I believe it’s important to have someone who encourages you to grow stronger in a highly challenging environment.
If you weren’t in technology solutions, what would you be?
Another role that interests me is that of a fund manager! It’s a very different job, but managing financial investments and trying to increase the value of funds is an interesting challenge for me.
To determine the best investment strategy, I would need to analyse and evaluate the investments in a portfolio.
Currently, I analyse and evaluate technologies that can leverage our clients' data to help them get better value from their investments, so it would definitely be of interest to me.