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Ogilvy & Mather agrees three-year ‘modern marketing’ partnership with the Singapore government

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By Charlotte McEleny, Asia Editor

January 10, 2017 | 3 min read

Ogilvy & Mather (O&M) Singapore has partnered with the Singapore government body Economic Development Board to invest in "modern marketing" practices, such as data analytics, customer engagement marketing, marketing automation, UX design, and digital media.

EDB Ogilvy & Mather

Ogilvy & Mather and Singapore Government commit to three-year investment in digital marketing devellopment

Ogilvy & Mather is the latest in a string of investment from the Economic Development Board into major agencies, such as Dentsu Aegis and DDB Worldwide, with a particular focus on data, digital media, creative technology and analytics.

The deal will see O&M invest in new solutions in Singapore, as well as programmes to develop Singaporean talent in this field of the industry, much like Google’s recent partnership around programmatic education.

Chris Riley, Group Chairman, Ogilvy & Mather Singapore, said: “Singapore is at the heart of the fastest growth regions for modern marketing, with the number of Asian internet users soaring and a booming e-commerce sector to match. It is also uniquely placed within the Ogilvy network as one of a handful of global hubs for our worldwide agency. With EDB’s partnership, we will further our shared mission to create locally impactful, globally influential solutions that will lead the change and drive innovation for the many brands and businesses that have made Singapore their home base in Asia, as well as the broader economy and society.”

The partnership will have three key initiatives. The Ogilvy & Mather Modern Marketing Lab will develop industry solutions ahead of client needs,in areas including social media crisis communications and media modelling.

An Ogilvy & Mather Singapore Affiliates programme will be based on talent and will fast track 20 Singaporean staffers for leadership by sending them for secondment in other global offices.

The final initiative is the modern marketing training programme, which will help boost knowledge in marketing automation and data.

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