Lim: The idea is not to eschew AI entirely, but to use it with intent and ensure that we lead with human ingenuity.
THE emergence of artificial intelligence (AI) and automation has no doubt been a transformative force in the realm of advertising and media, enabling new heights of efficiency and optimisation.
However, brands and marketers face a double-edged sword in using these tools. Streamlined workflows and optimised processes can come at the cost of creativity and vibrancy.
“The very technology that allows brands to scale efficiently can also strip them of their uniqueness,” says Sue-Anne Lim, chief executive officer of media agency Universal McCann (UM) Malaysia.
“When everyone has access to the same algorithms, insights and content-generation tools, the risk is that brands start to sound and look the same.”
While automation can aid in media buying, audience segmentation, and personalisation, it can also result in a lack of authenticity and human touch, she adds.
“When over-relied upon, AI can reduce brand storytelling to a formula: predictable, sanitised and devoid of genuine human insight. If all brands follow the same best practices, we end up with a marketplace of clones”.
In response to the spectre of bland monotony that increasingly haunts the industry, UM has developed its Full Colour Media omni-channel planning proposition and philosophy across its global network.
The new approach encompasses a fresh set of strategies and products that combines the visibility of high-quality media impact with the viability and vitality of smaller, deeper touchpoints to drive brand growth.
“For us, Full Colour Media means looking at nuance,” Lim explains. “The world is not black and white, nor is it reduced to mere algorithms. Our job is to find that nuance for clients and help them win in their space.”
Built on a body of custom research with over 10,000 brands and five million data points, UM’s bespoke Brand Patterns proprietary marketing model provides deeper insights into the unique and differentiating complexities of each brand.
Through AI, the model identifies patterns for every brand based on a range of metrics across three components: visibility, vibrancy, and variability.
“We’re able to tell you exactly what part of your brand and media spend is working to increase consideration for the brand,” Lim says.
“Every brand has a different consumer journey. Our role is to help them find that path to purchase and optimise towards it. It’s not just about driving media performance but presenting the brand’s DNA and making it culturally relevant to people today.”
The CEO reveals that the global Full Colour Media strategy has begun rolling out in UM Malaysia, starting with the introduction and implementation of new strategic tools, systems and frameworks in its operations.
“We have had a very good success rate in the region, and we’re now applying it to our clients’ planning, bringing a more sophisticated yet simpler approach,” she says.
In Malaysia’s diverse environment, it is crucial for brands to embrace the varied, dynamic, and digital-first behaviours that define the market, she notes.
“Cultural relevance is everything here. Our audience is hyper-aware, deeply engaged in local narratives, and values brands that feel authentic to their experiences.”
“Full Colour Media ensures that we don’t just talk at people but speak their language, in their context, with messages that matter.”
For UM Malaysia, this means creating impactful campaigns that seamlessly integrate into how Malaysians consume content, from interactive experiences to live commerce and micro-moments on mobile.
As the boundaries of media and commerce increasingly blur, the agency is putting its focus on making every touchpoint shoppable, interactive, and deeply engaging.
“The customer journey is no longer linear,” Lim says.
“Marketers must orchestrate experiences across multiple platforms, ensuring seamless transitions from discovery to decision-making.”
Looking ahead, UM Malaysia also aims to lead in AI-enabled innovation, demonstrating how AI-driven technologies can be employed to enhance creativity rather than replace it.
“AI is a tool, not the storyteller. The idea is not to eschew AI entirely, but to use it with intent and ensure that we lead with human ingenuity,” she emphasises.
Additionally, the agency is intent on reshaping brand intelligence by developing deeper, more predictive intelligence models that assist clients in anticipating shifts ahead of time.
This month, UM unveiled BrandSync360, its next-generation brand health tracker offering comprehensive, actionable data and real-time insights.
Lim shares that the agency seeks to launch customised analytics products that can cater to the different data appetites and budgets of a diverse range of clients.
“We aim to stay ahead of the curve by being adaptable, bold and relentlessly focused on impact. The future belongs to brands that embrace complexity, but do so with clarity and conviction,” she says.
