Ogilvy & Mather signs three-year deal to turn Singapore into ‘modern marketing services’ hub

Ogilvy & Mather will work on a three-year project with Singapore’s Economic Development Board to develop a suite of “modern marketing services” and turn the citystate into a bastion for “digital marketing innovations for the region and beyond”.


Kelvin Wong, right, assistant MD of Singapore Economic Development Board, with Chris Riley, group chairman of Ogilvy & Mather Singapore

The deal will explore the development of data analytics, customer engagement marketing, marketing automation, user experience, design, and digital media.

It has seen the creation of an Ogilvy “Modern Marketing Lab”, a Singapore Affiliates Program that will strive to develop 20 high potential Singaporean talent for leadership roles, and a Modern Marketing Training Program to “strengthen the [agency’s] creative services talent pool in Singapore”.

Ogilvy said in a statement the partnership with the EDB will “aim to foster Asia-led innovation from the Singapore office for its global network and to create solutions for its global clients”.

“At the same time, the initiative will also include programmes to develop a strong pipeline of Singaporean talent in this space,” it added.

Ogilvy & Mather Singapore group chairman Chris Riley 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.”

ECB assistant managing director, said: “Our goal is for Singapore to be a leading global hub where global brands partner different players in our marketing ecosystem to develop and pilot digital marketing innovations for the region and beyond.

“To achieve this, it is important for the marketing ecosystem here to build up capabilities in areas such as creative technologies and marketing analytics.

“We are therefore heartened by Ogilvy’s choice of Singapore as one of its key hubs to grow its modern marketing capabilities.”


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