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New Singapore media agency Macs launches with mission only to spend ad dollars on Snapchat

Update: this story was published on April Fool’s Day

New independent Singaporean agency Macs is to launch soon, having revealed its intention to put its entire media budget into ‘millennials’ social network Snapchat. In an exclusive interview with Mumbrella Asia, it claimed the move could be an “industry game-changer”.

The full-service agency claims the platform is the “only viable medium” able to reach the smartphone generation. Although the company has yet to launch officially, further details are expected to be announced in the coming days.

Macs managing director Ian Savage, who has previously worked at two of the big networks in a number of executive roles, said: “It’s clear that the younger consumer engages with us predominantly on mobile platforms. We knew that only an independent would really get this and that was the catalyst for us to form the agency; we knew none of the big boys would be brave enough to take the plunge and focus only on one medium.

“Although we are a full-service, holistically-driven agency, we believe Snapchat ultimately to be the future of marketing and it makes complete sense for us to pool our resources in this channel. By doing so, we believe we can provide the best solutions for clients and craft a niche position in the marketplace.

“As the great Bill Bernbach once said: ‘An idea can turn to dust or magic, depending on the talent that rubs against it. Word of mouth is the best medium of all. In advertising not to be different is virtually suicidal.’ That’s exactly how we see it too.

The announcement follows the decision by Adidas to abandon television advertising entirely in favour of a digital-only model.

Macs would not reveal where the financing for the company was coming from or how many staff would be working out of the SIngapore office. Savage refused to reveal who the CEO or creative director were, but insisted these roles were filled and the industry would be shocked by the big names appointed.

He also indicated that the agency already had one blue-chip client onboard and had attracted interest from brands across the Asia-Pacific region. And Savage admitted that the medium to long-term goal was for the agency to expand across the APAC region, with China and India being next on the launch list after Singapore.

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