MBM continues investment in data and analytics with appointment of Samuel Yap-Choong as GM

MBM New Zealand has strengthened its senior leadership team with the appointment of Samuel Yap-Choong as GM of data and analytics.

Yap-Choong will be responsible across the verticals of data science, data engineering, analytics and analysis, whilst also working closely within the realms of digital and technology.

From a non-traditional media background, Yap-Choong brings a wealth of global experience across varied industries to MBM. His previous roles include solicitor at Minter Ellison Rudd Watts, head of data and web development at Hype & Dexter and most recently holding a global data and analytics role at ZURU.

Leading a seasoned team of data and digital specialists that build technical measurement solutions, predictive models and commercial analysis, Yap-Choong will continue to drive revenue and growth for MBM clients.

Says Yap-Choong: “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.

“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.”

Says Lee Ann Morris, CEO, MBM: “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.”