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 MullenLowe Profero.
Unsurprisingly, a lot of the agencies on this list are making proactive moves to foster entrepreneurialism and risk taking. But how they do this differs vastly. According to MullenLowe Profero, its humble start with a $1,000 loan and the journey to global network that followed places it in good stead to create a culture around this.
Radhe Vaswani, the network’s managing director for south-east Asia and Hong Kong, says: “MLP Singapore approaches digital marketing unconventionally. This is done by nurturing an entrepreneurial environment. For example, we have hybrid account/project management leads versus traditional account leads. We want client leads to feel a sense of ownership, as if they were running their own business. This allows them to take pride in the solutions they provide to the client and the briefs they share with the teams.”
Two clients the agency has recently worked with are Millennium and Haribo. It redeveloped millenniumhotels.com into a portal for building inspirational journeys, using content around adventure, while for Haribo it also took a content-first approach, building a social media community and digital presence in Singapore from scratch for the confectionary brand.
These clients have helped the agency grow by 25 per cent each year for the past five years, despite APAC already being its strongest region. According to Vaswani, it is down to collaboration between its global offices.
“We see this continuing by applying Plato’s theory – exposure is vital. We plan to continue fostering an environment of collaboration, creativity and curiosity, internally guaranteeing that teams are exposed to cultures outside of Singapore with regional exchange and, externally, actively participating in idea exchange, facilitating industry dialog and embracing innovation,” she says.
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.