For Saveira Singh, success is all about the data. As data-driven creative becomes a critical pillar for marketers, Singh is helping the industry reinvent how it harnesses data and insights and integrates that information into its business decisions.
Singh has managed and supervised billion-dollar national and global brands throughout her career and excels at strategic development, client relations, production, brand identity, journey mapping, and creating new content opportunities and experiences across many media.
She has been able to integrate that extensive experience, from traditional foundational brand-building strategies to data model building, to help advance the world of earned content. As SVP, global digital strategist at MSLGroup, she created a data-driven stakeholder mapping process and launched a risk-assessment and predictive issues monitoring model that leverages insights and links across search, media coverage, social conversation, ratings and reviews, blogs, and speeches.
To help track various key performance indexes across business and comms objectives, Singh developed a measurement framework. She also redefined audience segmentation via social profiling, which has proven to be more advanced than traditional audience segments.
For Procter & Gamble, Singh has launched more than 20 global toolkits, including ones that won the BIC P&G Toolkit Award in 2011 and the 2012 P&G Excellence Award. She also helped conceptualize and execute P&G’s first exclusively digital program, Power Dad’s Smile, which won a Silver Effie in 2015.
Singh helps train PR professionals on these innovative approaches and teaches them to analyze data to turn results into insights. Her leadership in this area has enhanced her agency’s output and impacted its clients’ businesses in a major way.
- She launched the first reality TV and web ad series featuring a woman quitting smoking with the Commit Lozenge. The campaign was covered in The New York Times, and three episodes were cited in in Adweek.
- Singh serves on the panel of MSLGroup’s Young Professional Women of PR, providing advice to young professional women working in the industry.
- She hosted the agency’s VR Summit and spoke about ways to approach and incorporate VR into current plans along all lines of MSL business.