IT would seem that Andreas Vogiatzakis excels when the going gets tough. His tenure in Asia, beginning in 1997, has been marked by a series of formidable global and economic challenges.
Yet, in the face of two recessions, a global monetary crisis, and the unprecedented impacts of two global pandemics, Vogiatzakis hasn't only steered companies through these turbulent times, but also emerged as a beacon of resilient and adaptive leadership.
"It's what I do," he says simply. The smiling bespectacled man is surprisingly self-deprecating, but his mission is clear: to advocate positive change and foster self-awareness.
Renowned as a transformative figure in leadership coaching, he's an accomplished neuro-linguistic programming (NLP) master practitioner and trainer, a TEDx speaker and a celebrated marketing professional, recognised as one of the Top 100 Inspirational LinkedIn Icons & Business Leaders in Malaysia.
The former advertising man has come a long way indeed.
Throughout his illustrious career, Vogiatzakis has journeyed from Greece to the United States, Japan, Taiwan and Malaysia, leaving his mark on various local and multinational media companies.
Further contributing to his legacy, Vogiatzakis authored Courage at the Crossroads in 2021. This publication delves into real-life narratives of triumphs and setbacks, pivotal values and transformative decisions. It's a unique exploration of leadership, offering insights and lessons that extend far beyond the conventional realms of textbooks.
In another interview, Vogiatzakis shared his inspiration behind the book: "Navigating these crossroads takes courage. I didn't learn from textbooks, but from my own screw-ups, my failures and my successes. That's what led me to write the book. If it helps even one person, then all the effort of writing it is worth it."
Expanding on his thoughts, Vogiatzakis added: "There are times when fear grips us. We're often held back by our own self-limiting beliefs, thinking we're not good enough or that our story isn't worth sharing. But the reality is, everyone has a compelling story, whether they recognise it or not. It's essential for each of us, at some point, to reflect on our past. This reflection helps us understand and make sense of our future, providing clearer insight into who we are."
COMPELLING STORY
His own story is inspirational.
Vogiatzakis was born in July 1966, in a quaint village nestled in the heart of Crete, Greece. His family's livelihood was deeply rooted in the earth — tending to the farm, nurturing the vines and caring for olive groves. They were a self-made family, embodying the hardworking spirit typical of rural life.
The young boy never wanted to be a farmer like his father. "It wasn't easy," he recalls, adding: "I had to also help out in the farm in between studies. I hated it. Vineyards and olive groves may sound idyllic, but it gets cold and muddy in the winter... and hot and sweaty in the summer!"
At the tender age of 12, two pivotal events unfolded in Vogiatzakis' life, setting the stage for his future path. First, he discovered a profound love for mathematics and geometry in elementary school.
"I was drawn to them because they combined logic with creative thinking within a structured framework," he recalls with a hint of nostalgia, adding: "I began dreaming of entering the Athens Mathematics University, then one of the most prestigious schools in Greece."
However, it was the second event that profoundly reshaped his young life — the loss of his father.
This tragedy thrust Vogiatzakis into a role far beyond his years. "Suddenly, I was the man of the house, not even a teenager yet. My mother needed all the help she could get, and I had to step up."
Adding, he recalls solemnly: "I was torn between crying and fighting, but in the end, I did both. That moment marked a turning point; life was never the same again."
Years down the line, his academic journey led him to a prestigious university, a milestone that promised a bright future. Yet, merely a month into his studies, he felt a disconnect, a waning passion for the academic path he'd embarked upon.
In a bold and unexpected move, one that both dismayed and disappointed his family, Vogiatzakis made the difficult decision to drop out of university.
He wasn't just leaving an institution; he was turning a page to a new chapter of his life. With aspirations to explore a different passion, he set his sights on Florida in the United States, determined to study advertising and carve out a new beginning for himself.
"Life is funny sometimes," he muses, adding: "When you think you've reached your dream, things can take a different turn."
Four years after embarking on his new journey, Vogiatzakis emerged from the University of Florida, not just as a graduate but as a standout student, having majored in advertising with a perfect 4.0 GPA.
"It wasn't about chasing academic accolades," he insists. "I was genuinely passionate about what I was studying. I loved every minute of it. It was more than education; it was a calling. My time there didn't just mark the completion of a degree; it signified the dawn of my career — a career that I was truly excited about."
GLITTERING CAREER
The hopeful Vogiatzakis then sailed for New York, where he landed a job at advertising giant D'Arcy Masius Benton & Bowles (DMB&B). He thrived in the dynamic environment of his company, embracing the intensive training, the hefty workload and the continuous learning opportunities that came with the job.
The workplace was a far cry from today's tech-driven offices. They had desktops equipped with Lotus Notes instead of Excel, and the concept of email or Internet was non-existent.
"I began my career back in 1992, in a world before the Internet and mobile phones — a time that's hard to imagine today!" he quips.
Eventually, the time arrived for him to fulfill his mandatory service in the Greek army, a duty he had deferred for years.
It's even harder to imagine the rising advertising executive leaving his New York job to embark on a soldier's life. The Greek government requires all males aged between 19 and 45, whom it considers as Greeks, to return to their homeland and serve in the armed forces for 12 months.
The army boot camp in mainland Greece was a stark contrast to his life in advertising. It was a challenging environment, far from the comforts and excitement of his previous job. The days were filled with yelling sergeants, the rhythmic sound of endless marching, and the rigours of military discipline.
Early morning wake-up calls, daily push-ups and late-night watches armed with an M16 rifle at 3am became his new routine.
"I spent a year shooting guns and learning how to throw grenades," he remarks dryly, reflecting on the starkly different skills and experiences he acquired during his time in the military.
After his military stint, he returned to advertising, this time at J. Walter Thompson in Athens as a media supervisor for the agency's international clients. Life was good again, but there'd soon be an unexpected bend in the road ahead — a journey that would lead him to Asia.
His former employer, DMB&B, reached out with a unique proposal: to move to Japan and establish MediaVest, a full-service media company. "I never thought I'd end up in Japan!" he admits with a chuckle.
This marked the beginning of a significant chapter in his life. Vogiatzakis spent five years in Japan, immersed in the unique culture and business landscape, before moving to Taiwan for another five.
The journey continued as Vogiatzakis moved to Malaysia. Here, he was instrumental in establishing the Omnicom Media Group. After a decade in this role, he took on the challenge of launching Havas Media in Malaysia, leading it to become the youngest gold award-winning media agency in the market.
In 2019, he achieved another milestone: he became the first non-Malaysian group chief executive officer of Star Media Group. Reflecting on this experience, he says: "I cherished that opportunity as it allowed me to serve an institution and its people, who have shaped the country I now call home — my beloved Malaysia."
In 2020, Vogiatzakis decided to take a bold step in launching AMVPLUS ADVISORY & AMVPLUS ACADEMY amidst the worst pandemic in history, which specialises in three core pillars — coaching, training and consulting/advisory. But the pandemic didn't faze the 58-year-old at all.
Vogiatzakis recognised that as organisations were forced to navigate through uncharted waters, there was a pressing need for leaders to re-calibrate their strategies, acquire new skills and ensure their teams were well-equipped for the shifting business landscape. He understood that the new paradigm brought about by the pandemic required a fresh approach and new tools to succeed.
There's been no looking back since.
Navigating from a foundation in mathematics to a distinguished career in advertising, Vogiatzakis has now found his calling in training and coaching.
Reflecting on this diverse professional journey, he sees a meaningful pattern. "It seems like everything was leading up to this. Training and coaching have become my third great love, after mathematics and advertising. I truly believe that this is where I'm meant to be, and I plan to stay in this path for many years ahead," he shares.
The laksa-loving, self-taught guitarist, who enjoys listening to music — anything from the classics like Mozart and Vivaldi to Judas Priest, John Lee Hooker and Metallica! — shares that he's inspired by people.
"Everyone teaches me something valuable… the good, the bad and the ugly," insists Vogiatzakis, adding: "I strive to live each day as if it's my last, filled with purpose, happiness and joy. And if I can shift someone's perspective and inspire change in them, then why not?"
DELVING DEEP
Could you provide an overview of AMVPLUS ACADEMY, the modules it offers and why they're particularly crucial for small- and medium-scale enterprises (SMEs)?
AMV+ is dedicated to cultivating stronger, self-aware leaders. It recognises that success is subjective and varies for each individual.
The focus areas of AMV+ include:
COMMUNICATION and leadership skills;
EMOTIONAL intelligence and self-awareness;
PERSONALITY assessments;
TEAM dynamics and leadership styles;
PRESENTATION and influencing skills;
CONFLICT management and change adaptation;
CRISIS media management;
COACHING for leaders;
BUILDING high-performing teams;
COMPLEXITY management;
STRATEGIC thinking and decision-making;
BRIDGING generational gaps; and,
VISION and culture development
These skills are crucial for all, including SMEs, to help them navigate challenges with fewer resources but greater agility and strength. It's about outthinking challenges, much like David's triumph over Goliath, using awareness, belief and purpose.
Considering future trends, including the rise of artificial intelligence (AI), how do you envision the landscape evolving for SMEs?
At this point in time, two undeniable truths about technology exist:
1. Rapid advancement: Technology is advancing at an unprecedented, almost quantum speed, reshaping the world in unimaginable ways.
2. Future challenges: The next major global challenge is likely to be technology-related, not health-related, potentially disrupting our world and bringing us back to fundamental human values, with love at the core.
Ignoring these realities may lead to our downfall due to arrogance. AI will transform how we work, live and connect, but it cannot replace fundamental human emotions. SMEs must embrace and understand technology, integrating it into their business operations, while also focusing on essential "power skills".
The key to success lies in using technology wisely and understanding its capabilities and limitations.
For SMEs, financial constraints make this a bigger challenge compared to larger corporations. However, the right mind set is critical: viewing failures as feedback and opportunities for learning, and embracing calculated risks as necessary steps towards success.
The call to action is clear:
ACTIVELY pursue business growth today;
INVEST in acquiring knowledge;
EMBRACE technology, new platforms, and continuous learning;
BE adaptable and resilient, adjusting to new methods that lead to success; and,
MAINTAIN core values and principles while updating behaviours and strategies to be future-ready, starting now.
When advising SMEs on marketing plans, how crucial is it for them to truly understand their audiences?
To succeed, focus on these key points:
KNOW your target audience inside out: Understand their characteristics, preferences, influencers and decision-making process;
DEFINE clear objectives: Be precise about what you want your audience to do, why it matters to them, and how it aligns with their needs and values; and,
DEVELOP a strategic approach: Determine the right communication channels, messaging, and platforms to reach your audience effectively.
