Singapore has developed into the central hub for marketing in APAC, with many major brands now based in the city state. Add to this a government committed to a smart city mandate, and it is one of the most exciting places to be working in the industry today. The Drum takes a look at 20 of the most innovative agencies operating on the island, including Dentsu Möbius Media.
Like most of our list, the Dentsu Aegis-owned advertising outfit provides digital marketing solutions across Asia from Singapore. Earlier in 2016 the agency was merged by its parent network with Dentsu Media, when its chief executive officer, James Hawkins, was also named as chief digital officer of Dentsu Media Network across Asia Pacific.
“The lines between digital and traditional are fading fast,” he says. “Content is now the connector. That’s why Dentsu Möbius Media ensures this historic distinction no longer exists with our talent capabilities or resulting proposals. This move enables us to deliver work faster, smarter and create more impact for our clients.”
Late last year, the agency, supported by the wider Dentsu Aegis Network, added the regional Disney Studios account to its roster through an integrated creative media strategy, backed by strong creative execution. This meant that it was able to flex its creative and media muscles, building and executing effective regional campaigns for Disney’s major releases including Star Wars: The Force Awakens, Zootopia and Captain America: Civil War. The OOH live polling ads for Captain America and AR billboards for Zootopia overachieved beyond targets and garnered much media and social attention upon going live.
In operating in a way that it believes integrated agencies of the future will achieve success, the agency worked with Mondelez to devise custom Oreo mooncakes, hacked musical lanterns to play the Oreo tune and sent an Oreo rover on to the streets for the Mooncake Festival.
Another project delivered for Singapore Airlines saw the commissioning of an artist to painstakingly construct a branded jet out of paper as a metaphor for the airline’s attention to detail. The video racked up millions of views, becoming south-east Asia’s biggest viral video, scooped a D&AD pencil and was shortlisted at Cannes Lions.
The agency, explains Hawkins, also aims to drive innovation within the network and externally through its internal workshops and talks (with guests such as Nicol Boyd, Office For Product Design), constant experimentation and learning, community outreach such as hosting creative coding and innovation workshops, as well as through its industry innovation newsletter, The General Enthusiast.
This article was originally published in the Singapore supplement of The Drum and is available for free on The Drum app which can be downloaded from the Apple App Store and Google Play.