#AOTYAwards 2021 spills: How 8traordinary pushes its team to be exceptional

8traordinary is a creative digital agency that specialises in branding, creative, digital, content and social. The agency focuses on combining user-centric design, digital strategy, branding and creative to help brands solve problems. Among the list of brands 8traordinary has worked with include Toshiba, Singapore Design Week, Duo Galleria, First Kick Academy, and Milllienia Walk. The agency clinched the silver award for Influencer Agency of the Year and Specialist Agency of the Year at MARKETING-INTERACTIVE's Agency of the Year Awards 2021.

It was also ranked as a finalist for Boutique Agency of the Year, Brand and Design Consultancy of the Year, Mobile Marketing Agency of the Year, Social Media Marketing Agency of the Year. 

Managing director and consultant of 8traordinary, Jeffrey Lim (pictured), told MARKETING-INTERACTIVE that at 8traordinary, it is all about making the choice to be exceptional. "Collectively as a team, we constantly ensure that we partner with brands and organisations that allow us to do great work. It means everyone has a say in what kind of work we want to pursue, learn or experience," he added. 

This interview is done as part of MARKETING-INTERACTIVE’s winners' and finalists’ interview series for AOTY Awards 2021. To find out more about the awards, click here.

Tell us what these achievements mean for you?

Lim: I started this agency to provide extraordinary but yet relevant solutions and ideas for brands and organisations a couple of years ago. Many of our existing partners and clients have seen how we’ve worked with them to achieve tremendous results through our strategies and creatives.

These wins basically allow more brands and organisations who might not have heard about us to take this journey with us - to create better experiences for their customers and target audiences.

What makes you proudest about being part of your agency?

Lim: We’re less than three years old. To get nine nominations and five awards in two years, it shows how our partnerships with our clients and our passion for our craft is a unique approach that works in this ever-evolving era. I am extremely proud of my team who’ve given their best and our clients who’ve shown us great trust.

What are some of the initiatives you have in place to ensure your staff feel proud to be associated with your agency?

Lim: At 8traordinary, it's about making the choice to be exceptional. Collectively as a team, we constantly ensure that we partner with brands and organisations that allow us to do great work. It means everyone has a say in what kind of work we want to pursue, learn or experience.

Each of these journeys allowed every staff at 8traordinary to own this experience and victory both individually and collectively. We also constantly work on our work culture to ensure everyone fits it and everyone feels actualised without burning out.

How are you attracting talent to your agency?

Lim: First, continue to do awesome work as an agency. Everyone is attracted to a winning team and awesomeness! Secondly, redefine HR in this modern era.

I see myself as a curator or a conductor (instead of an employer). My role is to bring in an individual who is passionate and great in his or her craft and allow him or her to trial-and-error, collaborate, do hands-on real stuff, have fun, and at the same time get paid.

If you bring in individuals like this, there is no need for regulations like fixed working hours, venue, or the number of days of leave - yes! We embrace a culture of trust, ownership, and taking pride in our work.

What are your hopes for the Singapore advertising scene in 2021?

Lim: I think we need to learn to unlearn more on a daily basis because advertising no longer works like in the past. I hope to see more brands start seeing every consumer as an individual and how their product and services can help them solve real problems. I hope to see less of us agencies jumping on fads and more of us agencies, helping brands and organisations to identify real problems and creating more authentic communications and experiences.