HONG KONG: Jye Smith, formerly SVP for digital and social media at Weber Shandwick Asia-Pacific, has joined PricewaterhouseCoopers’ Experience Centre, based in Hong Kong.
Smith, who left Weber last year along with head of digital for Asia-Pacific Jon Wade, has joined the Big Four consultancy as consulting director for brand and marketing at the Experience Centre, PwC’s creative and digital shop.
He will help to lead projects as second-in-command to Guy Parsonage, partner and brand and marketing leader of PwC’s APAC Experience Centre.
"While digital was a marketer’s tool at first, and marketers have had a far greater impact on business than ever before, it's really the CEO and CFO that now need the depth of expertise and experience of firms like PwC over the traditional agency model," Smith said. "And it's the merging of these two disciplines and spheres of knowledge that makes sense for today and the foreseeable future."
Smith said clients are driving the need for more sophisticated digital and real business impact through innovation, and consultancies such as PwC are investing heavily in providing them. He added that there appears to be a shift in digital talent moving to the consultancies ahead of agencies.
"In regards to PR, my guess is that for digital leaders like myself, PR agencies are stagnating in terms of digital and content innovation," he said. "It’s a smaller sign of where all agencies are heading, and where the Big Four are attracting serious talent. There's a much bigger appetite for innovation, digital sophistication, and changing."
This story first appeared on campaignasia.com.