Rethink your branding fundamentals

Bjorn Sprengers, Chief Marketing Officer at the PropertyGuru Group, hosted a workshop on Brand Performance: Rethink your branding fundamentals and cut the waste from your brand media investments with delegates at the 2017 CXO Leaders Summit Singapore.

The focus was on how CMOs are struggling to gain credibility in the Boardroom and the reason behind this particularly in Brand-related matters. With marketing perceived as a cost center that fails to demonstrate impact on the bottom line, Bjorn delved into how CMOs need to start talking business, get a grip on the waste in their Media spends and apply more advanced principles to increase effectiveness of media spends. As a case study, Bjorn shares how PropertyGuru, Asia’s leading Online Property Group has developed a unique approach towards achieving these goals along with the principles of the approach and the early signs of success.

Bjorn is a seasoned marketer and entrepreneurial business leader with over 15 years of experience across Europe and Asia.

At PropertyGuru Group, Bjorn is responsible for all facets of the company’s integrated marketing efforts towards Consumers, Real Estate Developers and Property Agents. Since joining, he has led a company-wide initiative to recast the Group’s reputation and positioning in the market, building Southeast Asia’s strongest marketing team. He drives the company’s branding, consumer marketing, trade marketing and lifecycle marketing disciplines and leads a team of approximately 80 marketing staff across the Group’s offices in Singapore, Malaysia, Thailand and Indonesia.

Before joining PropertyGuru Group, Bjorn spent over 10 years at Philips. His last position with the company was Senior Director of Marketing/Marketing Lead for Philips Consumer Lifestyle Sector in Southeast Asia. Bjorn is also the co-founder of a series of start-up businesses.

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