Kult agency forms in Singapore

Singapore - Co-founders for The Alchemy Partnership Alvin Wong and Rajesh Mulani have collaborated with experiential marketing specialists, The Works Asia (TWA) to form Kult, a new agency providing unconventional solutions to connect brands with consumers.

Kult will be headed by Wong and Mulani, who will maintain their roles at The Alchemy, with the new agency structured and operated unlike traditional advertising agencies. The agency is formed out of a collection of experts from different marketing disciplines set out to prove there are more effective ways to reach consumers than through traditional advertising.

Kult currently has 15 staff mostly made up from interactive agency Avenue one and the collaborative effort with TWA sees the latter bring its experiential marketing acumen to the table along with clients such as Tiger Beer and Yahoo.

"TWA has been built on the belief that the future belongs to marketers who can create truly compelling content and deliver it to consumers in a relevant, non-intrusive context, whether it be online or offline. We're very excited about this new venture, there isn't an agency like it in Singapore and it will enable us to broaden our skill-base and continue to offer media-neutral solutions to connect brands with consumers," Tanya Wilson, experiential director for TWA said.

Kult is the brainchild of Wong and Mulani and according to Wong it's "all about doing things differently".

"From the structure of the agency to the powerful new spaces we will be operating in. We are working with some of the smartest people in their field. TWA have a proven record of conceiving live experiences for international brands, combined with a strong interactive offering and a team of adventurous spirits, we believe this approach is what Singapore needs," he said.