Tom is Director of Strategy Platforms & Technology at Wavemaker. After building Maxus Australia’s digital media practice, he co-founded Metalworks by Maxus in Singapore. From 2012 to 2016, Metalworks was the largest media agency creative R&D lab, developing partnerships with global/regional technology startups as well as MIT, SUTD, NUS and other leading universities.
Tom has 18 years’ experience in digital marketing, strategy, planning and consulting roles across 5 continents, working with creative agencies, Fortune 500 and fast-growth firms. Tom has delivered award-winning media and creative work for L'Oréal, Heineken, Nestlé, Purina, Diageo and GlaxoSmithKline.
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Panel: Ad Tech, AI and Secret Sauce Marketing
Date/Time: 3:30 PM
AI and ML are already revamping and improving the ad tech ecosystem, saving advertisers time by maximizing workflow efficiencies, and analyzing and readying more data for marketing purposes than a human possibly could, while also requiring less humans overall, leading to huge cost savings across the board. However, technology sellers can be quite opaque about the secret sauce behind their algorithm, making it hard for marketers to understand what they’re really buying. In light of that, we ask the buy-side to sound off on whether it’s smarter to build, buy or borrow AI technology, while giving AI sellers some tips on how best to engage them.
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