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VML partners Singapore EDB to launch third Platforms and Experiences Centre of Excellence

VML announced a partnership with Singapore’s Economic Development Board to launch its third Platform and Experiences (P&E) Centre of Excellence (COE) in Singapore.

The Singapore COE will join other COEs in Kansas City and London as part of a network that VML is building globally.

“As marketing services providers continue to transform their offerings, EDB is committed to working with them to build the capacity and capabilities. We are truly excited that VML is growing its Platforms & Experience business through a Centre of Excellence here, tapping our talent pool to drive digital transformation of brands,” said Clarence Chua director of professional services, EDB.

The COE will drive enhanced capability development, assimilation of VML’s global standards and best practices as well as enable digital transformation for partners.

VML will be looking for 40 new hires across areas such as user experience (UX), analytics, e-commerce and digital consulting. Team members will be able to receive mentorship from senior leaders in VML’s global network.

This COE is expected to drive P&E growth in the region and contribute to 40% of the agency’s revenue.

“Our Platforms & Experiences practice is a key pillar of growth for the agency in the region, as we are seen as having a mature practice by brands in their digital transformation endeavors. The establishment of the Centre of Excellence is a significant step in us being able to develop talent, best practices, industry standards, which all come together to deliver the best experiences to our clients’ consumers. And, having the EDB partner with us in driving this is a great show of faith and an exciting opportunity for us to develop local talent in Singapore to service regional and global client needs,” said Tripti Lochan, chief executive officer, VML SEA & India.

This centre of excellence is part of a string of partnerships the EDB has established with such as Oglivy and Mather, Dentsu Aegis and Google to build up talent in the island republic.

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