Complexity and fragmentation make it harder to survive as an independent in South East Asia but the scene is thriving. The Drum’s selected some of the top agencies from the region to profile over the coming weeks, celebrating independence.
Alive Brand Experience
Year founded: 2015
South East Asia HQ: Singapore
Alive Brand Experience is an activation specialist that’s headquartered in Singapore, specialising in events and strategic marketing. According to the agency, key highlights from the year include Disney Tsum Tsum "Celebration of Love" at Singapore’s VivoCity Shopping Mall. The month-long immersive brand experience featured Asia's largest lantern sculpture of Mickey & Minnie, plus more than 2500 custom-made Disney Tsum Tsum character lanterns. The activation saw 130,000 visitors in the first four days alone and achieved impressive social media reach and engagement, it added.
Managing director Charlotte Birley, said, “Like any growing independent agency, Alive has had its fair share of highs and lows over the past 12 months but as we move into 2019 with a solid pitch win ratio, we feel incredibly proud of the work we have delivered for our clients this year and are super excited about the amazing projects locked in for next year.”
The agency also ran Under Armour's "Test of Will" for the third consecutive year in six countries across South East Asia (Singapore, Malaysia, Thailand, Philippines, Brunei and Indonesia), bringing the urban fitness challenge to thousands of everyday athletes. Almost 4000 competitors challenged themselves in a gruelling 4-minute trial, aiming to be crowned the champion in their age category and bagging a USD $1000 cash prize, plus a haul of the latest Under Armour gear.
Birley added that Western Union has grown to become one of the agency’s top clients with seven activations completed this year. The multi-lingual Brand Ambassadors communicate in nine different languages, adding value to the consumer experience and cementing Western Union's position as the platform of choice for foreign exchange in South East Asia.
On a more personal level, the agency has joined the inspiring WeWork community, and “added 10 shiny new clients to our stable and next year plan to grow the team by a further 50% to build capacity for more award-winning experiential work. Our MD has been busy speaking on the panel for SheSaysSG and being a juror for Mumbrella Asia Awards 2018.”
The Drum’s spotlight on Southeast Asia’s independent agency scene comes ahead of a wider research project for 2019 in which we’ll publish a guide to the best independent agencies across the Asia Pacific region. To find out more, or to register interest for next year, email email@example.com.