Finnish creative agency Superson sets up shop in Singapore

Finnish creative agency Superson has started operations in Singapore, a first step to an expansion across Asia.

The agency will be headed by managing partner and creative director Antti Toivonen with over a decade of experience in the region, having moved to TBWA Singapore from the Helsinki office of the agency in 2009. Toivonen has subsequently worked with agencies like O&M and R/GA before leaving in September 2016 to set up his own firm Uncle Auntie and Friends.

Another key figure at the agency will be external senior advisor Martin Roll a business strategist and founder of the Martin Roll Company, whose previous experience includes being a senior advisor to McKinsey and Company. Roll is also an author of a book called Asian Brand Strategy.

Superson claims a different business model based on two principles: the absence of an in-house creative team, relying instead of a series of specialists. And a client servicing team made up entirely of former marketers.

Speaking about the assignment, Toivonen said: “I’ve worked with freelancers for years in Singapore and was one myself too. I saw first-hand how the best talent started switching to self-employment.

“That’s where the world is headed, and we are here to embrace and enable this shift by empowering the specialists and strengthening the already-strong freelancer community. Through our business model, we bring efficiency to clients by building specialist teams based on their background, skills and passions. We have a proven way to do this at scale, helping our clients grow their business by catching this new wave.”

Roll said: “We see the future potential of agile and strategic agencies, who can easily adapt into local markets without the burden of fixed overheads and legacy models that are not fit for purpose in the digital age. The entire agency world is undergoing major shifts and the trend of self-employment is picking up, especially in Asia. Superson has a unique solution for this opportunity through their specialist model.

Superson CEO and co-founder Samppa Vilkuna said: “We provide strategic consultancy to help companies plug into the new sharing economy, and hence we are excited to be able to leverage Martin’s deep expertise from counselling Fortune 500 and large Asian companies.”

Superson was founded in 2012 by former marketers in search of a more efficient way of doing business. The Singapore office marks the agency’s first international foray.


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