We are excited to announce that Quantcast Asia Pacific has won “Best Ad Sales Team of the Year” at The Drum Awards for Digital Advertising APAC in 2021!
With many of Quantcast’s top clients in Asia being in the travel industry, lockdowns and travel bans due to COVID-19 meant the Quantcast Asia sales team had to adapt, shift selling strategies, and find new and inventive ways to continue servicing customers–all while keeping an eye on opportunities in sectors that started to thrive under pandemic-driven circumstances.
Supported by a newly launched platform, additional partnerships and improved buying models, the Quantcast Asia team banded together and forged through 2020, faced challenges head on and continued to increase revenue and exceed targets, while delighting clients with excellent service and contributing to the wider ad industry.
Quantcast cares deeply about focusing on relationships and building trust with our customers, so we are especially proud to be recognised for providing outstanding customer service.
A focus on relationships
Quantcast’s Singapore team follows our guiding principle of “customers first.” Their client approach goes beyond the transaction: the team aims to become trusted partners working in tandem with clients to help them solve business challenges and achieve their goals.
To achieve this, the team develops a deep understanding of clients’ business needs from the start, before creating bespoke service level agreements and processes to facilitate a smooth working relationship moving forward. The team’s goal is to ensure they provide the best level of service required by clients and more, with a few examples detailed:
- Developing customised insights to aid clients in internal pitches: the team has partnered with their agency clients and assisted in their pitches, many of which they have gone on to win and execute campaigns with Quantcast. The team’s strong relationship with one brand helped them to expand their programmatic presence from just Singapore to Malaysia and Thailand.
- Helping brands build their profiles: the team has developed strong relationships with brands such as ForwardPMX and helped them build their brand profile through a speaking opportunity at a Quantcast global event, which drew over 1000 attendees globally.
- Pitching in local languages on behalf of clients: the team manages a regional business where they work in tandem with agency partners to pitch in local languages (like Cantonese) to brands such as Hang Seng Bank (HSB). The team then went on to secure campaigns with HSBC throughout 2020.
- Successfully piloting a brand-new product offering for clients: the team internally championed the development of the Quantcast Platform to help meet identified client needs.
Gaining trust with a new product launched mid-COVID
In early 2021, Quantcast launched the Quantcast Platform, a self-serve platform that allows teams to plan, activate, and measure their campaigns in one central place. With this new product, the team was challenged to get prospects and clients to trust and buy into a brand-new model of doing business.
Although globally renowned as an ad tech platform for both performance and brand advertising, in Asia, Quantcast had been reputed as a vendor used primarily for programmatic performance outcomes (e.g., acquiring new customers, reducing cost per acquisition, return on ad spend), due to more success on performance campaigns in the region.
The team worked to change perceptions by producing results that determined success both in brand and performance advertising, and ran several sessions to educate clients on alternate ways to buy media in the programmatic space.
As a result of their trust building, the Quantcast team grew the Asia business by 46% year-over-year, adding new advertisers to its portfolio during the pandemic.
Why the Quantcast Asia team deserved to win
The team has delivered a seamless experience to their clients despite facing several challenges during COVID. Their tenacity has seen them band together and stay motivated despite working from home over the last year.
Not only have they achieved significant revenue and client growth during a difficult time for businesses, they also actively participate in educating the wider advertising industry, including through involvement with the IAB across both Singapore and Hong Kong.
These achievements go beyond having the right processes, strategies, and industry standards in place. It is the team’s individual search for a greater purpose, the acknowledgement of a job well done, and the commitment to never stop trying that makes them the team they are.
The Quantcast Asia team embodies the characteristics of what makes a great and united sales team, and we’re proud of them for winning this well-deserved award.