Jörg dabbles in races and gets airtime

Singapore - Jörg Dietzel Brand Consultants will be working with the Singapore Sports Council (SSC) on an ad hoc project - taking on a consultancy role as the government agency looks to work on a race-related sports hub.

The founder of the branding consultantcy Jörg Dietzel is also currently featured on Mediacorp's Channel News Asia in a four-episode long programme called "The Consultant".

For SSC, it is tasked to spearhead research into local attitudes towards car racing as well as the global perception about the Singapore brand.

In the television programme, Dietzel identifies a few local brands from Hong Kong, Vietnam, Indonesia, Singapore to find the next big Asian brand, as well as featuring promising local brands. He also showcases some Western brands that have tweaked their positioning to appeal to its Asian audiences.

Brands covered in the series included Hong Kong lifestyle store G.O.D., Vietnam's noodle chain Pho24, and Indonesian electronics brand Columbia. It will end its run today featuring brands available in Singapore, like Audi, Spa Esprit as well as Greenpeas.com - a fashion retail store which specialises in the use of natural fibres.

Currently, Jörg Dietzel Brand Consultants counts Audi Singapore as one of its clients. Most of its projects are procured through client recommendations and it hopes to get more pan-Asian businesses,.

With offices in Singapore and Jakarta, the agency is hoping to expand its doors and head to markets like Bangkok, Saigon and Hong Kong.