Moving Pictures

BY KEEPING HER TEAM INSPIRED, CEO JAYNE KWEK BELIEVES MOOVE MEDIA CAN KEEP CREATING ORIGINAL, INVENTIVE ADVERTISING.

- Oliver Featherston

Jayne Kwek, CEO of Moove Media, sees the role of a leader as almost an artistic endeavour. “I picture myself as a conductor in an orchestra,” says Jayne. “You lift some of your team members up, and calm others so that everyone can match the same pitch. It comes down to having the right sort of heartbeat, the right harmony. It aligns the team to the core goal, the objective that I set for every one of us in Moove Media.”

This cultural alignment is a priority for the advertiser. All new additions to Moove are given a handbook on the company’s values and mission – Jayne calls it their bible – to achieve a unified, aligned team. It is not about telling her staff what to do, as much as giving them a clear insight into what it means to be part of Moove.

Jayne joined Moove Media, the advertising arm of transport company ComfortDelGro, as the CEO in 2005. Her first two weeks in the role were dedicated to “trying to carve out the culture niche”. Without that effort, it would have been impossible to forge a clearly defined mission for the company, which has proven a necessity in the rich, diversified media landscape of today. »

“It is a constellation of big pictures, big ideas and big data,” says Jayne. “Now that we are in the age of big data, we are going to embark on a digital platform. Obviously, we are going to pair that with what Moove Media has always been known for. We are a traditional, conventional business. It has been effective, but when we pair our experience with the digital opportunities we can provide, it is going to be powerful. It is going to be explosive.”