Epsilon is a global advertising and marketing technology company positioned at the centre of Publicis Groupe. Epsilon accelerates clients’ ability to harness the power of their first party data to activate campaigns across channels and devices, with an unparalleled ability to prove outcomes. The company’s industry-leading technology connects advertisers with consumers to drive performance while respecting and protecting consumer privacy. Mike Ng, President, Global and New Market Expansion, Epsilon, spoke about the company’s clients and its vision.
Can you tell us a bit more about your business and how it started?
I oversee the newly established global growth and new markets team, focused on expanding Epsilon products beyond the US into new markets like EMEA, Latin America and APAC. This initiative is significant not only for Epsilon, but also for Publicis in 2024 and beyond.
Our team, formed through strategic acquisitions like CitrusAd, Yieldify and Retargetly, is at the forefront of integrating these products and value propositions into a unified technology stack to offer innovative solutions to clients worldwide.
How has the business grown since it started and how did you ensure growth?
Our business has experienced significant growth through strategic cross-selling opportunities post-acquisition. With CitrusAd, Yieldify and Retargetly as part of our portfolio, we have broadened our product offerings to serve an expanded customer base across diverse industries like retail, travel, finance and FMCG/CPG. Additionally, closer alignment with our parent company, Publicis, has fuelled tremendous growth for Epsilon, particularly outside of the US.
What’s the business’ approach to management?
Empowerment with accountability is integral to my management philosophy and approach to leadership. I empower team members to make decisions and take ownership, which I feel is critical to fostering autonomy and driving results.
What is your company’s vision and goal?
At Epsilon, our vision revolves around predictive AI-powered personalised marketing, believing that understanding individuals deterministically is crucial for effective marketing strategies. This approach sets us apart in an industry where many lack the technical capabilities to execute personalised omnichannel marketing effectively at scale.
What kind of clients and market do you serve?
Our expansion strategy outside of the US encompasses key regions in EMEA, such as the UK, Germany, France and the Middle East. Looking ahead to 2025, we aim to penetrate deeper into Europe, including Italy and Spain.
In Latin America, our focus countries are Argentina, Brazil and Mexico, with plans to explore other markets. In the Asia Pacific region, we target markets like Australia and Singapore, with opportunities in India, Japan and South Korea. The goal is to diversify our client portfolio beyond retail and FMCG/CPG into lucrative verticals like travel and finance.
What has your career looked like so far?
My career journey has been truly rewarding, to say the least, as my experience has spanned the likes of Yahoo, Twitter and Criteo, where I gained insights into scale, agility and entrepreneurship. A career progression that involves this type of mix, that is large companies to entrepreneurial start-ups, I feel offers the best of both worlds. It has given me a diverse perspective and a deeper understanding of business dynamics while helping shape my leadership approach.
How do you equip your staff with skills and knowledge?
Ensuring there is a clear understanding of our market position and strategic vision is fundamental for every team member. This shared understanding guides decision-making, problem-solving and skills development across the organisation on a global scale.
How do you work with other executives within the C-suite to make sure your voice is heard?
To effectively engage executives, I tailor my message to align with their priorities and decision-making styles. Highlighting the value that our team brings to their specific business objectives helps drive support and alignment across the whole organisation, which results in growth and innovation while further positioning Epsilon as a global leader in advertising and marketing technology.
How do you ensure different teams in your organisation work together?
Managing a global team presents logistical challenges due to the different time zones and cultural nuances. However, with a shared commitment to our global vision, we’re able to foster collaboration and cohesion across regions, accommodating each other’s schedules, personalities and beliefs to create an environment and mindset that consistently leads to collective success.