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Infiniti picks WE Communications to launch start-up lab in Singapore

Nissan’s premium brand Infiniti is expanding its start-up venture Labs into Singapore and has appointed WE Communications to handle the project’s public relations. WE won the account following a competitive pitch with three other agencies.

The Infiniti Lab aims to drive growth of small companies that focus on internet-of-things and smart city technology. The Singapore project follows the same incubator model launched by the Japanese carmaker in Hong Kong in 2015. Earlier this month, Infiniti launched the venture in Toronto, Canada.

Carried out over two months between April and May, the Lab will connect Singaporean startups with a network of automotive and connectivity experts and resources.

WE will be responsible for handling Lab’s media coverage with traditional outlets and social, technology and lifestyle influencers. The agency will also be tasked with promoting the company’s messages around smart mobility to a wider Asian audience.

WE Singapore managing director Jeremy Seow said: “Technology underpins the growth and development of almost every sector, and WE is an agency with a strong understanding of how technology is changing the future.”

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