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CRM Agency of the Year Singapore 2016

Gold: MRM//McCann

Owned by : Interpublic Group

Headed by : Nick Handel, managing director, Singapore

Bagging gold this year in the CRM & Loyalty Marketing category is MRM//McCann. The agency has placed a continual focus on clients with highly considered purchase cycles, such as technology, business-to-business and health, along with an investment in disciplines such as analytics, marketing automation, CRM, media, UX and social media.

To put this into a wider perspective, in the past 24 months, the overall business for MRM//McCann Singapore has more than doubled and the overall profi t has increased greatly. MRM//McCann retained all of its clients in Singapore over the past year and also grew organically from some of its core key clients.

The agency also bagged CRM duties for Unilever Food Solutions as it consolidated both its digital and CRM activities with MRM// McCann. Unilever Food Solutions is also the B2B arm of Unilever’s food brands. Another great campaign the agency launched was Hershey’s Happygrams, which is a real-time social media programme which listens to the ups and downs of users’ everyday lives as shared on social media status updates, and then responds with Happygrams (personalised messages of support and cheer written on virtual Hershey’s chocolate bars).

Fans were encouraged to make and send their own Happygrams on a microsite and the best of these were printed on special Hershey’s chocolate wrappers and made available at participating stores. MRM//McCann was the agency behind the Red Cross campaign.

Silver: TBWADAN Singapore

Owned by : Omnicom Group

Headed by : Ara Hampartsoumian, managing director

By implementing new innovative business models such as the digital and e-commerce engine for MasterCard and several other forward-thinking initiatives, TBWADAN Singapore experienced the best new business year in 2015. As such it takes home the silver award in the CRM & Loyalty category this year. The marketing landscape has changed significantly in the past few years.

Today’s consumers in Asia are more connected than ever, which warrants new approaches to marketing, especially when it comes to loyalty. Data and insights are now driving the marketing for its clients. The challenge for most agencies is that big data is useless unless you use it right now.

TBWADAN entered 2015 with an audacious vision to rethink the way a modern creative digital company would work. The strategy for 2015 was to build a strong digital agency model to sustain its growth, especially in real-time marketing initiatives.

The agency wanted to build on 2014’s strong new business success by developing its business organically through solid relationships with existing clients. To make all this happen, the agency launched Disruption LIVE – an agency model for the digital world to capitalise on CRM and loyalty opportunities for clients.

Bronze & Local Hero : Ascentis

Owned by : Independent

Headed by : Bryan Tan, COO

Taking home the bronze and the Local Hero award is Ascentis. The agency is focused on practising what it does best – building strong relationships with its customers.

Playing in the loyalty field, a loyal base of clients is important for the agency. As such, it strives to build good relations with clients and this is a fundamental core of its business. Some off erings of the agency include e-commerce, digital marketing and creative services, business process outsourcing, supply chain management, business analytics and loyalty and rewards. Some of its clients include Metro, DFS, Estée Lauder, Y3, Belif, Marella, Jimmy Choo, Tissot, The Face Shop, TAG Heuer and others.

Ascentis’ strategy is to continue to innovate and create tools which constantly provide its customers and consumers with the best of services and rewards. When it comes to CRM, the agency looks to integrate clients’ existing POS systems or other customer acquisition channels. This allows brands to easily identify, capture and collect customer information.

This is followed by a consolidation of all customer data collected from various engagement touch-points to gain insights to impress and re-engage customers at all stages of the journey with the brand.

Finalists

Capillary Technologies 

Owned by : Independent

Headed by : Anant Choubey, vice-president, APAC

Taking home the finalist title is Capillary Technologies. The agency helps clients understand consumers’ digital behaviours and the best ways to use a digital strategy, channels and tools. Its omni-channel off erings, built on the foundation of the intelligent customer engagement suite of solutions and combined with the power of a digital marketing and commerce platform, enable clients to achieve this integration. It provides clients with an integrated suite of digital marketing solutions – CRM, loyalty, search and online marketing, customer insights, and predictive intelligence and many other o2o capabilities.

Edenred

Owned by : Indepent

Headed by : JB Ray, managing director

Edenred, inventor of the Ticket Restaurant meal voucher, designs and delivers solutions that improve the efficiency of organisations and enhance the purchasing power of individuals. It has made it as a finalist this year. In Asia Pacific, it operates in Singapore, China, Hong Kong, India, Japan, Malaysia, Taiwan and Vietnam. Edenred in Singapore focuses on B2B and B2C CRM, loyalty and rewards programmes for customer, dealers and employees.

Epsilon

Owned by : Alliance Data FHC, Inc

Headed by : Michael Kustreba, managing director, Asia Pacific

Epsilon is a global leader in creating connections between people and brands. Earlier this year, the company hired David Allen as managing director of international. Allen will be responsible for driving global expansion, leading strategy and overseeing the day-to-day business operations throughout the EMEA and APAC regions. Last year, Epsilon launched ShopperView, a new precision marketing solution for consumer packaged goods marketers.

Happy Marketer

Owned by : Independent

Headed by : Rachit Dayal and Prantik Mazumdar, managing partners

A finalist in the CRM & Loyalty category is Happy Marketer. The agency’s clients come from mainly aviation, hospitality, education, fi nancial services and retail and F&B industries. Some of the services the agency provides are in the fields of social media marketing, search engine optimisation, conversion optimisation, web analytics, digital advertising and websites and apps. The agency was founded in 2009 and is known as a fast-growing digital independent consulting fi rm based in Singapore.

Lewis

Owned by : Independent

Headed by : Miek Gielkens, managing director

Commercially and operationally, 2015 continued to be yet another signifycant year for LEWIS in APAC. Since the company has no external shareholders, it believes the people who work in the business own it. From its beginnings in 1995 as a traditional PR agency, LEWIS has been constantly evolving. Today the company has a diverse portfolio of services covering public relations, print and digital design, creative multimedia, web and application development, SEM and SEO, social media and lead and demand generation.

Mashwire

Owned by : Independent

Headed by : Jeff Ng and Teo Hon Wui, co-founders

Mashwire is a home-grown integration agency that integrates digital and creative services across new and traditional marketing

platforms. It was founded in 2013 by two individuals with experience (and a great passion) in branding, marketing, creative and technology. In a short span of three years, Mashwire has achieved significant results as a local agency in the competitive landscape. With its integrative approach, it has helped clients across industries to upscale their searchability online through both marketing and optimisation efforts. Its clients consist of MNCs and SMEs.

Wunderman

Owned by : WPP

Headed by : Neeraj Sundarajoo, group managing director

Knowing the end consumer and building strategic insights leading into creative has been at the core of how Wunderman has been approaching solutions for brands. The agency believes in the power of the individual; what they say and do as part of their consumer journey drives how they engage with information pertaining to brands. Wunderman studies these behavior patterns to fi nd the right time and relevant content to converse with consumers.

Agency of the Year 2016 was sponsored by The X Collective, BBC, CPR Vision, SSI, DMRocket, Mediacorp OOH Media, NBCUniversal International Networks. Partners for the event included SmsDome, Cellarmasters Wine, Graphiss Productions, Live!Studios and Peroni Nastro Azzurro.

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