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.
One of the benefits of being a digital agency in Singapore is the opportunity to capitalize on the nation’s investment in tech infrastructure. This is a country that is spending a lot of money on connecting its citizens to each other, to mobile technology, to the internet of things… and, potentially, brands.
This isn’t lost on Prakash Kamdar, Isobar’s chief executive officer in Singapore and the regional business director for APAC, who views this opportunity as a means of diversifying the agency’s revenue streams.
“With the Singapore government’s commitment to pursuing the Smart Nation agenda, and with some of the world’s biggest brands investing in setting up global innovation centers in our tiny red dot, we see massive potential in developing our experience design, platform development and product and service design capabilities. This will enable us to scale our innovation agenda, as well as develop new revenue streams at Isobar Singapore,” he says.
This is already evident in some of the work the agency is creating, which is more akin to tech products that clients are utilizing than creating communications or ads.
An example is its Cave platform, which was recently shown at CES Shanghai. According to Isobar, Cave is an “immersive virtual reality environment that allows multiple users to share in the experience simultaneously”. The system was developed by Isobar Nowlab. Isobar Singapore has since made two deployments of the Cave system this year; for Singapore Tourism Board at AIME (Asia-Pacific Incentives and Meetings Expo) in Melbourne and Astroscale at Singapore Tech Saturday 2016.
Two ways the agency manages to do this is via continual education and by pushing back on clients to solve real business problems.
“One key approach that we use to support client innovation is by offering to conduct workshops which address real problems that our clients and their customers face. Rather than unilaterally responding to a client request to ‘come up with an innovative idea or solution’, we involve our clients in the solution through a collaborative workshop,” says Kamdar.
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.