Dentsu Aegis Network has launched two regional centres of excellence (CoE) in real-time media analytics and creative technology innovation in Singapore to service growing demand for sophisticated marketing capabilities, and to capture the emerging opportunities in Asia.
Singapore is a base for key Dentsu Aegis Network regional clients such as General Motors and Mondelez International.
“Digital and innovation are focus areas for the Dentsu Aegis Network. Singapore is the ideal location to hub these capabilities because of the growing number of client head offices here,” Nick Waters, CEO of Dentsu Aegis Network Asia Pacific said.
The analytics CoE will focus on building the Network’s capabilities in big data analytics and technology innovation, areas which are congruous with global industry trends. The Innovation CoE will house Isobar’s Nowlab, a collaborative lab space that accelerates innovative learning for both clients and employees and houses innovative technologies that could be applied to advertising.
The Singapore Economic Development Board (EDB) has been working closely with the industry to build up a comprehensive ecosystem in Singapore where brands can plan, create and manage innovative marketing solutions for the region.
Kelvin Wong, assistant managing director of EDB said: “The ecosystem of digital technology, data, and media companies, and base of talent makes Singapore the ideal location in Asia to develop and execute effective digital marketing.”
“EDB is pleased that Dentsu Aegis Network has decided to hub these regional capabilities in Singapore. These hubs provide exciting opportunities for talent to work on regional projects in the emerging areas of analytics and technology.”
“As talent is the biggest asset in a services business such as ours, our partnership with EDB will enable us to invest in fostering young talent,” Waters added.
The Network will train up 48 people in Singapore.