Daniel Ng (MBA 2021) is a prominent figure in Singapore's advertising and marketing landscape, currently serving as Chief Revenue Officer at Target Media, where he focuses on data-driven innovation in out-of-home (OOH) advertising.

With over 40 years of experience, Daniel has held leadership roles at IBM, Red Hat, Microsoft, and Sun Microsystems, contributing to significant projects like Malaysia's Multimedia Super Corridor. We caught up to find out more about his impressive career path…

What did you study at Murdoch? What do you do now?

I studied MBA at Murdoch University. It was a time of growth, exploration, and skill development that shaped my foundation in strategic thinking. Today, I am the Chief Revenue Officer at Target Media, where I lead a dynamic team to drive business growth, client relationships, and innovative advertising solutions in the Out-of-Home (OOH) media space. My role allows me to bridge creative marketing with strategic revenue generation - two key areas I’ve been passionate about throughout my career.

What do you think is Murdoch’s point of difference compared with other universities?

Murdoch University’s point of difference lies in its emphasis on practical learning and critical thinking. The courses weren’t just about theoretical knowledge; they focused on real-world applications and problem-solving, which prepared me for the fast-paced and ever-changing advertising landscape. Murdoch also fostered diverse perspectives and collaboration - both of which have been invaluable as I’ve navigated leadership roles across different industries. The personal attention from lecturers and the university’s commitment to innovation gave me the confidence to take risks, make bold decisions, and adapt quickly to new challenges.

What motivates you at work, especially while working on your career progression over the years, particularly in different roles in advertising?

My biggest motivation comes from creating meaningful impact - whether that’s for the brands I work with, the teams I lead, or the audiences we engage. Over the years, my career has evolved across creative agencies, media, and now OOH, and each step has been fueled by my desire to constantly learn and adapt. The advertising industry is never static, and that excites me. What keeps me going is the challenge of solving problems creatively, fostering innovation, and seeing the results of collaborative efforts translate into tangible success.

Additionally, as I’ve taken on leadership roles, I’ve found deep motivation in helping others grow. Supporting my team and seeing them succeed has been one of the most rewarding aspects of my career progression.

What drew you to working in this role? Any intriguing experiences you would like to share?

Joining Target Media was an exciting opportunity to be part of a company that’s leading the transformation of OOH advertising in Singapore, with a focus on hyper-local targeting and integrating media into the daily lives of audiences. The role drew me in because it allowed me to combine my passion for marketing innovation, strategy, and business growth under one roof.

One intriguing experience in this role has been pivoting our approach from agency-focused models to direct client engagements, which has allowed us to develop deeper relationships with brands and offer more tailored, strategic solutions. It’s been fascinating to witness firsthand how data, creativity, and technology can drive localised, impactful campaigns.

What have been some of the big changes in your line of work?

The advertising landscape has undergone massive transformations, particularly with the rise of digital channels and data-driven marketing. One of the biggest changes has been the shift toward programmatic and performance-based media, where campaigns are continuously optimised using real-time insights.

In OOH advertising specifically, the integration of digital screens, hyper-local targeting, and programmatic buying has completely changed the game. What was once static and location-based is now dynamic, personalised, and measurable. Another key change is the growing importance of brand purpose and authenticity - audiences today are more discerning, and brands must go beyond selling to connect on a deeper, emotional level.

What is the best piece of advice you’ve received?

The best piece of advice I’ve ever received is: “Stay curious and never stop asking questions.”

In a fast-changing industry like advertising, the ability to constantly learn and adapt is critical. This advice has kept me grounded and open to growth. It reminds me that no matter how experienced or senior you become, there’s always something new to learn from others - whether it’s from a colleague, client, or even someone outside the industry. Staying curious also keeps me innovative, because the moment you think you know it all, you risk stagnation.

Who inspires you?

I draw inspiration from leaders who combine vision with empathy - people who don’t just drive business success, but uplift and empower those around them.

One example is my ex-boss Tim Issac, from back in my days at Ogilvy, who showed me that leadership isn’t about command and control, but about listening, guiding, and bringing out the best in others. On a broader level, I’m inspired by entrepreneurs and creatives who take risks and challenge the status quo, as they remind me to keep pushing boundaries in my own work.