‘Made in Singapore’ agency products to go global following government investment
Lou dela Pena
Publicis Communications is one of four agencies to have entered into a three-year “marriage” with the Singaporean Government to create “made in Singapore” products for the global marketplace.
The deal means the Economic Development Board will give funding to Publicis Communications’ design and technology arm Nurun to “push for innovation”.
The finer details of the grant given remain unspecified at this stage, but the agencies will not be expected to repay the money or offer the government a share of any profits. Product details also remain vague at this nascent stage, but Publicis Communications said that the initiative could include chatbots and interactive technology in areas such as retail.
Chief executive officer Lou Dela Pena told Mumbrella Asia that any products developed as part of the initiative would then be sold to brands as “white label” services.
She explained: “This is a particular initiative that means the government is investing in talent, training and equipment to promote innovation here. They approached us and we have essentially got married for three years and we will use those resources and apply them to our clients’ businesses.
“What will happen is that we will create a product for one client and then we will do the same for another. In a nutshell, we have to hit the ground running and come up with these products. It’s that simple.”
So far Publicis Communications has already created one prototype that will be ready to launch once the patenting process is complete. This is likely to be a number of months away still and details on the type of product created remain secret for now. The company’s partnership forms one of four signed by the EDB with Singaporean agencies. The other agreements – with Ogilvy, DDB and Dentsu – also fall under the “pushing for innovation” umbrella.
Reiterating that the products made “could be anything”, Dela Pena said: “We don’t just want to create good work that gets recognitions at awards shows, we want to create good work through innovation and technology.
“It’s not creative agencies trying to be tech companies. We will never be tech companies, but we can’t ignore the role of technology in the business of building brands and solving client issues. We have to use it.”
Further details on the initiative and the products being developed are expected later this year.
Eleanor Dickinson is the editor of Mumbrella Asia. Eleanor joined the Asia platform from Dubai, where she acted as senior reporter for Campaign Middle East.
‘..a number of months away’?
ReplySpoken like someone who has never undergone the time consuming and money sucking process of getting a patent.
Did you consider that they may already be months into the Patent process on the first product?
The immediate rush to negativity is one of the things (one of many) that holds Singapore back.
This sounds like a bunch of people experimenting with something new, in a bid to make Singapore more Innovation savvy.
Good on everyone involved.
Reply“the type of product created remain secret for now… the products made “could be anything”….
^^Some might say that reeks of cluelessness.
The cognitive dissonance between the main visual of this article and the lofty principles of creativity and innovation is so huge, it would take decades of coaching and instruction to bridge that gap. And even that isn’t a sure thing.
Replyit may not work, that’s very true.
And also the spirit of innovation.
If it fails, let it be a glorious failure and let the ashes of that failure provide the foundations for the next road that they build – and then the next and the next until success happens.
Wanting a guarantee of success when it comes to new models, new business ideas and new ways of working is, there’s no other way to put this, stupid.
ReplyI probably sound really stupid for saying this but I don’t get it – what are they actually trying to create?
ReplyThis is a great initiative – the hard yards on original tech builds are often well outside the budgets and risk appetite of local clients, I’ve been there. The opportunity to amortise the cost through white label solutions across multiple clients is a big part of the solution.
If the EDB can help finance the original builds with an advance co-funding framework it overcomes a huge number of commercial hurdles, and even before patents could be secured it’ll offer returns in time to market and first mover advantage.
It’s original, it’s progressive thinking, it drives innovation and it solves a specific and highly localised problem. Love it. Congrats to all.
Replyyup
smart, brave, worth a shot
ReplyCheers Nick for that gloriously upbeat perspective. I expect the Board will be knocking on your door any day now.
Reply“We need a new idea! Get me the chocolate Teapot department!”
ReplyBiting satire there, well done.
ReplyThe EDB’s track record over the past half century speaks for itself: they transformed Jurong from a swamp into a success story, set-up first the country’s high-tech industries and brought LucasFilm to Singapore.
While I can understand that criticism that information being given by Publicis here is generic & unclear, the EDB wouldn’t do a partnership that is anything but serious. A big win for the four agencies participating.
Replyworker
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