For Jayne Kwek, Moove Media’s CEO, it is not money that gets her out of bed in the morning, but rather the opportunity to wake up and create something extraordinary.
“It is a privilege to be able to start every morning knowing I will be able to contribute to making something special,” she shares. “And not only that, but I get to work alongside such a creative and capable team within the company.”
That said, having been with the advertising company for over 15 years, she has proven herself to be a worthy member of that team. Moove Media has consistently garnered a majority share of the transit out-of-home advertising market under her leadership. “That in itself is quite fulfilling for me,” she says.
The company, which offers integrated Out-of-Home advertisements in places such as buses, taxis and train stations, has spent the last few years focusing on the use of bold concepts within its marketing campaigns. These include the use of 3D visuals, artificial realty and holograms, with the aim to create larger-than-life campaigns for its clients.
I get to work alongside such a creative and capable team within the company.
Making an impact
A recent example of these bold concepts in action is the Year of the Tiger campaign it ran for one of its clients, involving the ‘uncaging’ of a 3D tiger on the Ten Square Building in Singapore. The tiger, displayed on an anamorphic screen, appears to break the glass panel and roar at the crowd below.
They were also the brains behind ‘3D Buses’ where massive sculptures sit atop buses as they travel across the city. These roving artworks include upsized versions of McDonald’s McCrispy, Taiwan Tourism’s iconic lantern and even a tank for Singapore Armed Forces’ NS55 campaign. “We want to give our audience an engaging experience, something that leaves a lasting memory,” Jayne says.
We want to give our audience an engaging experience, something that leaves a lasting memory.
Moove is making its digital platform debut in the coming months, and while the details have not yet been announced, Jayne tells The CEO Magazine they will use audience data to ensure clients know who they are reaching and the value of their campaigns.
This will also require upskilling and ensuring staff are agile enough to move with what the client requires.
“We must capture trends and offer these to clients so they continue to make Moove Media part of their journey,” she says. “Internally, we train our staff to be the experts that will make this happen.”
Culture is king
When it comes to what keeps the wheels of the Moove Media machine rolling, Jayne believes it is the ethos of gratitude that is held by all staff – a mindset Jayne herself embraces and looks for in potential hires.
“Culture, to me, is king. It becomes the compass of our business,” she says. “Our value system is stitched into the company culture, and for Moove Media it is the spirit of gratitude.”
However, the company doesn’t simply leave it up to staff to uphold this culture, instead using a variety of methods to foster and build it within the workplace. One way is ensuring all news is shared with staff, whether it’s good or bad, so they feel trusted and included. Management also watch how staff work, and listen to what they want to do. This is then used to try and challenge them with a workload that they enjoy doing.
“With that, you can watch them grow. It encourages them to bring their all to work because they feel supported, and that benefits us all,” she says.
Jayne acknowledges, affirms and celebrates when she sees staff or contractors do great work. She shows this in many ways throughout the year. From team lunches, office-wide movie days, to elaborate parties to celebrate milestone achievements with clients and partners. They have also come to eagerly anticipate ‘bundles of joy’ – seasonal gifts that Moove sends their way.
I think leaders, including myself, should practice conscious leadership and doing the right thing, because our staff watch us.
“I think leaders, including myself, should practice conscious leadership and doing the right thing, because our staff watch us – how we act, how we conduct ourselves and whether we conduct ourselves the way we ask others to.”
Managing this large staff is one of Jayne’s biggest challenges, closely followed by being able to bring in extraordinary new talent during a time with record skills shortages. And what’s her secret weapon when it comes to working through challenges? It comes down to having what she dubs, a ‘magic box’ full of ideas.
“If you have enough ideas stored up, you are not short of options for managing problems – it’s about having fresh, creative, innovative ideas,” she shares.