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 APD.
Having opened its doors in 2014 to offer business strategy, technology and creative solutions to the Asian marketplace, Huge Singapore has been looking to emulate its international offering through the creation of an environment of entrepreneurialism that “accepts change as a normal”.
The business provides a number of services including CRM, social, creative, technology and UX design globally, including in Singapore. To heighten its service level, Huge has also initiated a number of formal programs and side projects, learning initiatives, experiments and the formation of Huge Labs which brings together employee ideas which are incubated and spun off as independent startups.
The agency claims to have seen its office in Singapore continually double in size every six months, while it aims to reproduce the business’ culture of innovation and creativity within the local Singapore market, as well as share information and insights across its network and individual areas of research into fields like social robotics or siren servers.
An ongoing event series held at its offices concentrates on local design and technology communities, offering conversation around topics such as the future of user experience and big data. It has also initiated a number of partnerships with organizations including the Institute of Advertising in order to introduce Singaporeans to the concept of user experience. Another partnership with the OneMaker Group at the National Design Centre allowed the agency to teach UX for the local Maker community, and it partnered with General Assembly on classes and events as it launched in the market.
Work has included a more traditional digital approach for clients, aiming to help them embrace a user-centered design approach that has included the development of a prototype Apple Watch application and a virtual reality campaign. The agency has also been involved in working with some local clients to offer an alternative pitching process, instead suggesting prototyping workshops to aid digital transformation agendas.
Huge primarily delivers innovation for clients through digital product and service creation; customer communications which aim to allow brands to talk in a variety of new and engaging methods; change implementation through close involvement with the agency’s staff including training and development; as well as broader business and marketing strategy development that includes the shaping of digital transformation road maps for years down the line.
“Singapore, and the region generally, is on the cusp of digital transformation the size and scale of which is hard for most people to imagine,” says managing director Martin Riley.
“Given the expertise Huge has amassed over the last decade with this kind of transition globally, and the best-in-class digital transformation work we’ve done locally with our clients, we are set up to grow alongside the market and help companies drive digital transformation and use the internet to make billions of people’s lives better in the coming years.”
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.