Tiffany Tivasuradej

Ogilvy

Tiffany is a human-centric strategist working at Ogilvy in Hong Kong. Using her background in Anthropology and Behavioural Sciences, she helps Fortune 500 clients in Asia transform their business model, brand, and user experience in response to changes in customer and employee behaviours and culture in today’s socio-digital era. She’s also passionate about championing the practice of Anthropology outside of academia, where she has authored many articles and presented talks at EPIC2020 conference.

Tiffany recently hosted an episode of The Human Show where she was in conversation with Dr Nicholas Teo and Oshin Siao Bhatt on the anthropological mindset and ethnographic practices in the Asian context.

Staying Human in a Socio-Digital World

Companies today face a critical dilemma: go digital, or go bust? Before the pandemic, nurturing a cult-like-following was easy through offline branded events and hyper-personalised in-person experiences.

But when staying apart is the best way to stay together, and when digital seems to be the only way forward presently, will businesses dare to take the leap? And for those that do move online, how can they continue to engage meaningfully and build a global community of loyal followers for their brand when, despite the growth of digital natives, more and more consumers are becoming increasingly conscious about how their personal data is captured and used?

My talk simplifies the fundamentals of designing purpose-driven brands that stay human and responsible to survive in today’s socio-digital world. Based on my work as an applied anthropologist in Asia’s ad world, I dissect best practices from the region through a human-centric perspective and offer inspiration on how to strategically adopt the values, cultures and norms that shape local perceptions of ‘responsible brands’ for tech companies interested in expanding to Asia.