Staff Reporters
Jan 16, 2024

40 Under 40 2023: Darryl Choo, South China Morning Post

Darryl Choo has expanded South China Morning Post’s advertising marketing solutions' footprint in Southeast Asia, achieving significant financial growth while continuing to be a driving force in shaping the future of media in the region.

40 Under 40 2023: Darryl Choo, South China Morning Post
SEE ALL OF THE 2023 40 UNDER 40
Proven leaders with path-breaking expertise

Darryl Choo

Business director, international
South China Morning Post
Singapore

Darryl Choo's digital and advertising odyssey began in 2008 at ESPN Star Sports, where he managed commercial bookings for client airtime advertising. Over the next decade, he traversed diverse industries, including FMCG, fashion, hospitality, finance, and media through his positions at SPH Magazines, Sony Pictures, Pixels, Inskin Media and BBC Global News. 

Armed with a rich blend of in-house and agency perspectives, and with deep exposure across APAC markets and key hubs worldwide, he took on the role of business director of international advertising at South China Morning Post (SCMP) in 2021.

Under Choo's leadership, he has successfully forged partnerships with government agencies and strategic clients in the broader Southeast Asian region, amplifying SCMP's footprint in key markets like Malaysia, Indonesia, Thailand, and more. His team has achieved a 91% compound annual growth rate (CAGR), marking a significant milestone by the end of the financial year 2022/2023 at SCMP, and continues to drive a 60% revenue growth in H1 in the new 2023/2024 financial year. 

At present, Choo leads the efforts of SCMP's international business, spanning APAC, Europe, the Middle East, and North America. He devised a new team structure which provides consultative advisory to media agencies and clients in Singapore, resulting in a whopping 1500% growth in new business generated in Singapore, which accounts for 42% of all international markets combined.

Choo also sits on the IAB Southeast Asia and India—Adtech and Innovation Regional Council, where he contributes to discourse on the convergence of AI and adtech. Drawing inspiration from the vanguard of generative AI, he’s also joined forces with industry giants such as Google, Magnite, PubMatic, Spotify, Mindshare, Coca-Cola, Yahoo, and more in future-proofing the industry.

 
SEE ALL OF THE 2023 40 UNDER 40
Proven leaders with path-breaking expertise

 

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

1 day ago

Agency Report Card 2024: Initiative

After losing marquee clients Amazon and Lego, Initiative faces an uphill battle to rebuild its reputation, leaning on new tools, a "challenger" mindset, and a focus on e-commerce to stay competitive in a rapidly shifting industry.

1 day ago

Global CEO of WPP Media’s Nexus departs

Bidon has been global chief executive at Nexus since April 2022.

1 day ago

Mark Read: 'People are happier when they’re in the ...

WPP’s chief executive spoke at SWSW and touched on hybrid working, the future of the workforce with AI and whether brands will return to X.