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 Dog Digital.
Dog has established itself as an important member of Singapore’s marketing scene since opening there in 2012 to offer the digital expertise it has honed elsewhere. Its culture is based on the values evoked through its statement: “Individual is brilliant – the pack is formidable.”
Over that time the agency has developed digital solutions for clients including JP Morgan, Aberdeen Asset Management, Shimano, Borneo Motors, Tourism New Zealand, Capitaland and Singapore Slammers for which it delivered a social media advertising campaign. Other services have ranged across strategy and development leading to creative, technology and social media innovations.
“We are an extremely collaborative agency both internally and externally, and that is one of our key values,” says chief executive Gerry McCusker. “Our job is to get the best out of ourselves and our clients. In that way we will challenge the brief, and try and stretch the clients interpretation of that what could be achieved. Part of the our strength is being an independent agency giving us an edge in how we approach a client’s brief and we have a low level of prescriptive concepts. We aim to work so closely with the client that our relationship allows us to engender client and agency innovation and merge it into a single output.”
McCusker added of the future for the business: “Our team in Singapore and Jakarta is senior in its nature and therefore we are being asked to be involved in more strategic elements of client briefs and discussions. Our belief is that the offering in the near future will give clients an exciting option not only in delivering a high quality piece of work, but in giving the market a challenging and strategic player that with the right clients can make a big impact.”
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.