New role helps company navigate winds of change

Good branding is key to a successful company. But in this fast-paced, technology-driven, highly competitive world, it takes more than a fancy slogan or commercial to stand out.

BatesAsia 141, the world's largest Asia-devoted marketing communications network, focuses on the growing demands of Asian businesses by building up sustainable brands with global appeal.

It heralds itself as 'The Change Agency', and has purported that for brands to succeed in the future they have to 'embrace change'. The firm's clients include some of world's most recognisable brands such as Nokia, HSBC, Heineken, Honda, Audi and Levi's.

So it was not a surprise when the company decided to institute another kind of change - hire Guillaume Pagnoux as regional intelligence manager, a role that is an industry first.

The job description labels Mr Pagnoux as 'trend spotter, detective, think-tank and evangelist'; a role that he said was created out of a growing need and a will for change within the industry. But he preferred to simply say, 'I do planning.'

He said: 'I think most big agencies are in need of 'intrapreneurs' who can help shape their spirit beyond traditional advertising solutions. [In my role], I help identify key changes happening in the marketplace and make this understanding actionable so that our people can create work that's even more relevant.'

In the fastest growing region in the world, Mr Pagnoux said BatesAsia was hiring fresh thinkers to keep the firm on its toes - creative minds who could institute change and understand people on a day-to-day level and how to best engage an ever-changing audience profile.

'I hope to live up to this ... but part of my role is to report on where the wind of change is coming from, where it is going and how we can help our clients sail it best,' he said. 'I assist our planners in navigating the huge research databases, [and still have a] classic role as a strategic planner for clients.' Mr Pagnoux has a degree in law and mass communication, and a background in a host of other advertising agencies but cannot define the academic or professional track that has brought him to a role he had never envisioned.

He believes the position will grow in prominence in the future, given that the role is becoming essential in pre-strategic planning. So those who like to think outside the box will get more chances to take centre stage in the marketing intelligence fields.

'If instead of figuring out on his own the changing drivers of an industry, the implications of a trend or the many facets of a topic, a planner could simply refer to a person or team to help pave the way to a better hypothesis or story, then I believe this new role could be very valuable. By making a career move that was not planned and accepting a new role that did not exist, I have created change for myself.'