New shop aims for brand relevancy

Singapore - The recently established Jorg Dietzel Brand Consultants -- currently a one-man show -- is in talks with "quite a few brands in Singapore and Asia" as the agency looks to build itself up, Principal Consultant and ex-BBDO Hong Kong Multinational Client Management Director Jorg Dietzel told Marketing Weekly.

"I want to apply some of my learnings from the past 15 years to help clients build a consistent brand in Asia that is also relevant to local consumers," said Dietzel, who recently returned to his "adopted home" of Singapore. "What makes people come to me for advice is my background and experience -- I am the brand."

During Dietzel's two and a half years at BBDO Hong Kong, he also held the role of Regional Business Development Director. Before that, he was Chief Development Officer at Batey Singapore and prior to that founded and managed DDB Berlin on top of a stint as General Manager at DDB Beijing.

"Asian consumers are more collective instead of individualistic; more non-confrontational rather than ‘in your face'," offered Dietzel. "Any communication must take this situation into account if it wants to succeed in Asia."