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 Possible.
The WPP Digital creative agency named Paul Soon as chief executive officer for APAC at the beginning of 2015, following almost a decade at XM (now Mirum), to lead its continued growth across the region.
The agency claims to cultivate innovation through a growth in scale which included the addition of another dimension with a focus on government as an ‘industry’ and working with the country’s top research institutions such as A*Star; national statutory boards for technology and commerce such as IDA, EDB and Spring Seeds Capital; and government-based verticals such as SG Innovates.
As a result, the business is able to be part of the present and future national agenda for transformation and societal change. “The thrust for Singapore is to be the global center of excellence across key industries like technology, fintech, hospitality, e-commerce, retail and medical,” claims Desiree Wu, Possible’s director of talent and marketing for APAC.
In order to support client innovation, the business has used its external relationships to create new relationships with strategic units within government bodies in order to have access to the country’s top decision makers. To form such partnerships, the business has set aside “a large sum of hours” across its disciplines in order to deliver a proof of concept.
“By aligning our innovation efforts with the country’s/government’s national agenda, we will help specific government departments physically actualize their initiatives from pilots and prototypes for mainstream adoption and subsequent applications across industry,” explains Wu of the agency’s differentiation from vendor to partner within the market.
Driving innovation will continue through the proof of concept development strategy alongside government partners with the agency owning a portion of IP. This commercial model is expected to transform its innovation strategy and is one it believes will be applied across different industries.
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.