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Singapore Economic Development Board Technology Innovation

Dentsu Aegis opens first R&D centre to build next generation tech

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By Charlotte McEleny, Asia Editor

September 29, 2016 | 2 min read

Dentsu Aegis has opened its first R&D centre in Singapore, a new operation for the network that will build technology for the next generation of marketing.

Dentsu Aegis global data innovation centre

Dentsu Aegis global data innovation centre launch

The global data innovation centre will be specifically tasked with building tech that answers business problems. It will create new application of technology and act as the global hub for the network’s data scientists and technology talent.

Audrey Kuah, managing director of Dentsu Aegis Network Global Data Innovation Centre, said: “The fourth industrial revolution requires the augmentation of our human expertise with intelligent technology in order to achieve the next level of growth in our industry. As the world of data continues to grow exponentially in the advent of connected devices, IoT, industrialised digitization of the economy and the way people move through digitized networks, Dentsu Aegis Network seeks to develop future forward products that will enable marketers to leapfrog competition, connect more powerfully with their audiences and ultimately to power their business.”

The centre has been created in partnership with the Singapore government, via the Economic Development Board (EDB).

Nick Waters, CEO Dentsu Aegis Network Asia Pacific, said: “Singapore is a competitive global business hub and partnering with EDB gives us a huge strategic advantage. We now have access to the world’s best talent, world-class technology and business infrastructure, and be situated close to the world’s most dynamic markets.”

It’s not the first time the EDB has worked alongside agencies and brands to create innovation hubs in Singapore. Mindshare, for example, set up its five sector-specific ‘FAST’ services (future adaptive specialist team) with support from the EDB.

Singapore Economic Development Board Technology Innovation

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