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 Zeno Group.
Zeno Group counts its Singapore office as its regional hub. As a group it offers integrated comms but has a slight twist in that it comes from PR roots. Singapore specifically has steered the development of the agency’s approach to social media marketing and “progressive” public relations across multiple offices, with a “strong creative streak and focus on making a commercial difference in the consumer, technology and corporate sectors”.
Perhaps a good example of when this PR-led lens plays out in an innovative, digital way is in a recent campaign Zeno was involved in for History Asia and its series about modern slavery called ‘Roots’.
The campaign turned listings of items on e-commerce sites into a listing for a slave, which people could ‘buy’ as a means of donating to charity. Brands and celebrities were brought on board to donate website space and promote the campaign, which drove a 300 per cent increase in traffic to the website, which then almost crashed.
The agency is led by former co-lead for the Social@Ogilvy practice in Singapore Jeremy Seow, who has been at the agency for more than two years and who has been driving the agency’s commitment to creating work that is “social by design”. As part of this the agency has been investing in a social amplification team, social and digital planning talent and creative content.
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.