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Calvin Soh co-founds virtual currency consultancy for brands

Calvin SohCalvin Soh, the former Asia Pacific vice-chairman and chief creative officer of Publicis, has co-founded a Bitcoin-inspired consultancy for brands looking to create their own virtual currencies.

Soh is the chief creative officer of the consultancy – named Humint – which brings “brands and digital currency together”.

Humint positions itself as a consultancy for currencies “backed by good”, with advice on how to merge good causes with branded virtual money, and how to promote it. Services include building digital currencies into customer loyalty programs.

Soh said the idea for cause-related currencies came about on the rooftop of his house in Singapore after a Bitcoin conference.

Humint“The vision is to create currencies backed by good, rather than greed. In this day and age, when every business is being reinvented, disrupted and democratized, why not money?” he said.

“In the Berlin Bitcoin conference, we put out an idea of creating a female coin where a proportion goes back to supporting other women around the world. Imagine if we can make that work. It’s the 21st century suffrage. Wouldn’t that be good for humanity?”

Soh’s team includes Wendell Davis, the founder of Bitcoin wallet Hive, who is Humint’s CEO, Adam B. Levine, the founder and editor-in-chief of the Let’s Talk Bitcoin! blog, and Matt Innes, the co-founder and creative director of Idealogue, a Melbourne-based digital studio.

The firm, which offers branding and strategy advice for launch campaigns, also produces physical coins and paper wallets “that all work together in a single ecosystem” as well as apps, websites and retail point-of-sale interfaces.

Soh currently also runs his own consultancy, Ninety Nine Percent, and sits on the board of advisors of the Singapore Innovation and Productivity Institute.

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