CEO Insights Magazine

Advertising serves three main purposes: informing, persuading, and reminding. Informative advertising aims to raise awareness of brands, products, services, and concepts. Publicis Media (H.Q France), recognized as a global leader in communications planning and media, holds a legacy that spans over eight decades. Saad Salim serves as the Chief Financial Officer at Brainchild Communications Myanmar, a company affiliated with Publicis Media and representing Starcom & Zenith Media in Myanmar since its founding in 2014. His strategic financial guidance has been pivotal in shaping the company's growth trajectory and success in delivering top-notch services to clients. Saad's expertise extends beyond traditional financial management, as he has played a crucial role in aligning the organization's strategies with its overall objectives, navigating challenges, and leveraging opportunities in the competitive media and communications industry.

During a candid interview, Saad provided insights into his journey and shed light on the latest trends in the industry.

Could you provide a concise overview of your professional history and accomplishments?

I am a Fellow member of the Chartered Institute of Management Accountants and Chartered Global Management Accountant. My professional journey began in 2010 when I started as a Management Trainee specializing in corporate finance at a renowned media conglomerate in Pakistan. After gaining two years of experience, I moved to a major advertising group (Brainchild Communications Pakistan) as a Finance Manager. This group is a distinguished player in the advertising industry in Pakistan, associated with Publicis Media and operating under Starcom, Mediavest, Zenith, and Spark. Since 2012, the Group started to expand its presence into multiple countries, establishing strategic partnerships in key markets such as UAE, Singapore, Myanmar, Bangladesh, Sri Lanka, and Nepal. Its core activities revolve around providing advertising services to a diverse client base and actively engaging in trading television and digital media airtime. I have played a pivotal role in the company's global expansion efforts, leading financial operations in these new markets.

Currently, I hold the esteemed position of Chief Financial Officer based in Myanmar, where I oversee all financial aspects of our operations in the region. Additionally, I am privileged to serve as the Head of Finance for International Operations, responsible for financial management across various markets within our group, all of which offer similar advertising services to our esteemed clients, the Group is also investing in various startups related to fintech, sports & OTT platforms. Throughout my career, I have successfully navigated complex financial environments, contributing significantly to organizational restructuring, turnaround initiatives, sustainable growth, and increased profitability.

How do you intend to leverage your extensive professional experience in the field to enhance the organization's reputation and achievements?

In my role as the Chief Financial Officer, I leverage my extensive expertise in financial management and strategic decision-making to elevate the organization's standing and drive its success. This entails a multifaceted approach, encompassing comprehensive financial planning, meticulous risk management, strategic cost optimization, prudent capital allocation, and close collaboration with the leadership team. By deeply understanding the drivers of growth and effectively tackling challenges, we can chart a path toward sustainable prosperity and resilience in this dynamic landscape.

Please provide insights into your leadership style. What principles or strategies guide your approach as a leader?

My leadership philosophy is firmly rooted in fundamental values such as trust, transparency, collaboration, empowerment, and continuous improvement. In my capacity as the CFO and a vital member of the leadership team, I play a pivotal role in decision-making processes, particularly concerning financial affairs. Whenever opportunities for growth or expansion arise, whether involving new products or services, I undertake in-depth analysis to grasp the essence of the business concept. Subsequently, I formulate financial strategies tailored to the specific needs of the venture. This entails conducting forecasting, meticulous budgeting, and ensuring that financial considerations seamlessly align with overarching business objectives. Ultimately, success hinges on fostering a collaborative environment wherein all stakeholders contribute collectively to ensure the viability and prosperity of our ventures.

What new financial strategies and advancements is the organization developing, and what's the financial roadmap for Brainchild Communications Myanmar?

We are consistently exploring new financial strategies and advancements to improve organizational performance and ensure sustainable growth. Our focus includes areas such as corporate social responsibility (CSR), digital transformation, enhanced financial planning and analysis, risk management, strategic investment, and sustainable finance practices. Additionally, talent development and succession planning are crucial. Stakeholder engagement and communication are also among key priorities. By implementing these initiatives, we aim to position Brainchild Communications Myanmar for long-term success and create sustainable value for our stakeholders.

What advice would you give to the upcoming financial leaders in the industry?

Continuous learning is essential in the financial industry due to its ever-evolving nature. Professionals must stay updated on industry trends, regulatory changes, and emerging technologies. They should focus on developing strong technical and analytical skills, mastering analysis techniques, modeling, and financial reporting, as well as becoming proficient in financial softwares. Building and nurturing relationships through networking with colleagues, mentors, and industry professionals is crucial. Soft skills such as communication, leadership, teamwork, and problem-solving are also vital for effective collaboration and decision-making. Prioritizing the mastery of fundamental concepts, understanding business operations, and aligning financial strategies with broader objectives are key priorities. 

Saad Salim, Chief Financial Officer, Brainchild Communications Myanmar

Saad Salim’s strength lies in analyzing financial and operational data meticulously, providing senior leadership with profound insights that pinpoint areas for enhancing business performance. He has earned recognition for conducting thorough commercial and financial due diligence, ensuring that new business prospects are supported by rigorous analysis.

• Favorite Hobbies: Play & watch cricket, Traveling, & listening to music • Favorite Cuisine: Pakistani, Italian, & Arabic • Favorite Travel Destination: Langkawi, Malaysia