About me

My name is Adam Good an Australian digital transformation, digital media, marketing and content executive.

I have been working in media, content creation, technology, and advertising for over twenty-five years, living and working in the United States, China, Australia, New Zealand and now Singapore.

Digital transformation has become my career expertise. The reinvention of business practices to derive the maximum value from digital technologies such as social media, cloud computing, mobile technology and big data analytics combined with brand engagement, experience, and compelling content.

It is an increasingly debated topic #DigitalTransformation , as executives watch competitors with long-established companies with superior digital customer led capabilities.

While this discussion goes on, for me my professional goal does not change that I set out twenty-five years ago. It still stays the same.

To be always looking to break new ground and push the development of creative interactive content led experience programs and platforms for my clients.

I’m passionate about how brands and businesses can create participation with consumers in both the real and digital channels to enhance the customer experience and advance the users purpose.

I started this blog firstly to understand blogging, but over the years the editorial has become a scrapbook of the changing world of digital, innovation and interactive media that I now make a career.

On starting this blog I committed to myself to attempt at least one monthly post highlighting either a featured digital media program, I was working on with my team, some comments and clips from conference talks I have just been part of or an article I had just written for the trade press.

If I glance back at the blog posts, it feels more like it has become a very personal digital diary and the account of the past ten years. A story in other words.

Let’s set the scene.

Currently, I am based in Singapore working for Dentsu Aegis Network in the role of Chief Digital Officer (CDO), Dentsu Brand agencies Asia Pacific.

Dentsu is the world’s largest and most awarded agency brand. Headquartered in Tokyo.

In March 2013, Dentsu acquired Aegis Group and formed the subsidiary Dentsu Aegis Network which administers the Group’s business operations outside of Japan. Part of Dentsu Inc., Dentsu Aegis Network is made up of ten global network brands of Dentsu Brand Agencies (DBA), Dentsu Media, Carat, iProspect, Isobar, McGarry Bowen, MKTG, Posterscope, Vizeum, and Merkle.

Dentsu employs over 7,500 people in Japan and 8,000 across the globe through Dentsu Aegis Network. Dentsu is the fastest growing agency network in the world this year and has a broad capability in MarTech, media, and creative content services to bring to life the right communication strategy for clients.

My role in the network is to lead the Dentsu Brand agencies digitalisation efforts in the Asia-Pacific region with a focus on the digital economy and digital transformation client strategies.

E-Commerce sales in Asia, Pacific are the largest in the world at USD 681 billion currently, estimated to rise to USD 1 trillion in 2018. Customers – business-to-business as well as business-to-consumer alike – want to interact with brands when and where they want and in a fashion that is most convenient for them. Customers desire engagement with brands through experiences that are seamless, Omni-channel, direct, contextual, and personalized.

You will find Dentsu brand agencies working on digital economy strategies in Singapore, Australia, China, India, Japan, Hong Kong Taiwan, Myanmar, Thailand, Indonesia, Malaysia, Vietnam, Philippines and New Zealand as we approach a 100% digital economy in 2020.

Before this role, I was in Sydney as the Director of Digital Media and Content at Telstra Media a division established in 2012. For four years 2012 to the end of 2015,  I was part of the Executive team that led Telstra’s end-to-end media capabilities.

Telstra for those not familiar, is Australia’s leading telecommunications and information services company, with one of the best-known brands in the country with total revenue of $25.4 billion and  EBITDA of $10.2 billion.

Below is my Telstra Media Digital Innovation portfolio from that time.

Before this great role, I was the Executive Vice President of Proximity Worldwide based in San Francisco. Proximity is the world’s most awarded, direct and digital agency network. With more than 2,000 employees in 62 offices around the world. The network is aligned with BBDO Worldwide and a member of the Omnicom group of companies – the world’s largest marketing services organization.

Before Proximity, I was the Executive Director of Digital Innovation Australasia for the Clemenger BBDO Group, the largest marketing holding company involved in advertising and marketing communications services in Australia and New Zealand. Clemenger is part of the BBDO Worldwide Network and majority owned by Omnicom Group.

Before to Clemenger Group, I was the President of Asia Pacific and a founding member of Tribal DDB Worldwide , also owned by Omnicom Group.

In other past lives, I was an Executive Producer at News Interactive, the online division of News Limited Australia and the Entertainment Producer of MSN Australia.

Before corporate life, I spent six years running my own business in the Australian film and television industry working on movies, films, music videos, and television commercials.

So if it’s not already apparent from reading this far, I am certainly no writer or professional blogger, but the goal for me is to create a public account, a monthly scrapbook of the changing world of digital media and the learnings and outputs of well-crafted digital transformation projects.

If you want to go reading the blog the suggestion of the week, based on your profile data we obtained is to start is here.

If you have any questions, opinions or suggestions on topics, please don’t hesitate to contact me.



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