Singapore - Katya Obolensky, the dynamic Managing Director of VCCP Singapore, recently marked her tenth anniversary with the UK-headquartered advertising network. In a candid conversation with industry commentator Mark Tungate, Obolensky reflected on her globally-spanning career, the unique challenges and opportunities within the Asia-Pacific (APAC) region, and her ambitious vision for VCCP's future in the vibrant Singaporean market and beyond.
Obolensky's own background is as multifaceted as the international advertising campaigns she has overseen. Born in London and holding a British passport, her formative years were spent in Bermuda and the United States, a peripatetic upbringing that imbued her with a distinctly international perspective, reflected even in her subtly nuanced English accent. This inherent sense of being "a bit different" led her back to the UK for her university studies in Edinburgh.
Her entry into the world of advertising came after graduation, joining JWT in New York, where her parents were then residing. Drawn by the industry's "glamour," dynamism, and the "interesting, funny, clever people" within it, Obolensky began her career at the foundational level, managing accounts for Microsoft. While tasks initially involved logistical coordination, she found herself captivated by the energy of a midtown office and the immersive nature of the work. This early experience instilled in her the importance of dedication and a deep understanding of client needs.
A move to London followed, where she joined M&C Saatchi. However, it was her decade-long tenure at VCCP that proved particularly formative. She was drawn to the agency and its significant client, the telecommunications giant O2, by a desire for professional growth and a more profound connection to the impact of her work. Having previously focused on delivering campaign toolkits to various international markets, she sought the rigor and fast-paced environment of a major British brand. Her work on O2 exposed her to the full spectrum of integrated advertising, encompassing digital, social, and retail channels, aligning with VCCP's core philosophy of ensuring every consumer touchpoint works harmoniously towards a unified goal. This period was a "rude awakening" from her previous role but provided invaluable experience and a deep understanding of integrated campaign execution.
Known for actively embracing challenges, Obolensky sought a new adventure after twelve years in London, the longest period she had resided in one place. The experience of working remotely during the COVID-19 pandemic served as a catalyst for this desire for change. A conversation with VCCP CEO Julian Douglas ("Dougie") led to an unexpected opportunity: spearheading the agency's operations in Singapore. Remarkably, Obolensky accepted the role without ever having set foot in the city-state.
Initially, Singapore's widespread use of English created a sense of familiarity. However, Obolensky soon realized that her experiences in New York and London had not fully prepared her for the intricacies of Singaporean culture. This realization proved to be a "humbling experience," requiring her to learn the nuances of a strong local culture from her team. This immersion fostered a new level of self-reflection and personal growth.
Obolensky noted significant differences in the advertising landscape compared to the UK and the US. Digital, social, and e-commerce dominate the Singaporean market, a contrast to the continued prominence of television in Western advertising. Despite these differences, she has been impressed by the rapid pace of technological innovation in the APAC region, particularly highlighting the advancements in China, which often surpass perceived innovations in Western markets in terms of speed, scale, and cost-effectiveness.
The relatively small size of VCCP's Singapore team (25 individuals) has proven to be an advantage in the local market. Singapore's thriving ecosystem of startups, fintech companies, and creative businesses often seeks agile and effective alternatives to larger holding companies with long-term retainers, a niche that VCCP is well-positioned to fill.
Leveraging the robust resources and expertise of VCCP's London headquarters allows the Singapore office to compete on quality, offering access to behavioral science insights, artificial intelligence capabilities, and a broad spectrum of specialist knowledge. This global network enables the Singapore team to punch above its weight, delivering sophisticated and impactful campaigns.
Looking ahead, Obolensky has ambitious growth plans for VCCP in Asia. Expanding capabilities and exploring new markets within the region are top priorities for 2025. Her drive and energy are further evidenced by her pursuit of an executive MBA at INSEAD while simultaneously managing the Singapore office.
Beyond her professional endeavors, Obolensky embraces the local culture, particularly its vibrant culinary scene. A self-proclaimed "foodie," she enthusiastically recommends exploring Singapore's hawker culture – expansive street food markets offering a diverse range of Asian cuisines. Given the VCCP office's proximity to Singapore's "Little Korea," she also insists on visitors experiencing authentic Korean barbecue at a local establishment named Guiga, a testament to her immersive approach to new environments.
For Katya Obolensky, life and career are a continuous journey of learning and exploration. Her decade with VCCP, culminating in her leadership role in Singapore, exemplifies a career driven by a thirst for new experiences, diverse cultures, and the opportunity to connect with new people and brands. Her story underscores the importance of adaptability, cultural sensitivity, and a relentless pursuit of growth in the dynamic and ever-evolving global advertising landscape.
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