Creative agency UltraSuperNew expands into Taiwan, restructures SG team

Independent creative hotshop UltraSuperNew has opened a new office in Taiwan, and the creative department will be headed up by associate creative director Shan Yu Chia. The new Taiwan office will kick off by creating campaigns for Uber Eats, in partnership with independent creative company Special Group.

The expansion into Taiwan brings UltraSuperNew's total offices to three, including Singapore and Tokyo. Marc Wesseling, co-founder of UltraSuperNew said in addition to the Tokyo and Singapore offices, it feels like the agency is on its way to establishing itself as an independent regional collective. Marketing has reached out to UltraSuperNew for additional information on its new office.

In addition to this, UltraSuperNew Singapore has restructured its team and hired two new talents. Sarah Emmanuel-Cheong who joined from TBWA\ as an account director year ago, has been promoted to the role of general manager. This comes as former managing director Jean-Francois Thery moves to grow the agency’s business across the APAC region. Both will report directly to co-founder Marc Wesseling. The creative department has appointed senior art director, Widad Ismail from TBWA\, while the account department has brought onboard Mohammed Haziq from DDB Tribal and promoted Jerald Chan to an account manager role.

Newly appointed GM Emmanuel-Cheong said the UltraSuperNew team has grown so much in such a short time, 2020 is going to see lots of growth for the agency and that the team is "fired up" to show the underdog spirit.

In Singapore, UltraSuperNew has previously worked with self-storage company Storefriendly, and created a film by an artificial intelligence (AI) programme. The campaign by UltraSuperNew looked to highlight the futuristic aspects of the brand and its service, with its fun characters portraying the diverse demographics of individuals across all age groups such as shoe collectors, social butterflies, and business owners.

Prior to that, UltraSuperNew collaborated with PUMA to launch a campaign transforming each Instagram user into “PUMAN” using the platform’s new customised AR face filter feature. Named #PUMANSOFSG, the campaign makes a tongue-in-cheek reference from the Humans of New York movement and taps on a pool of influencers.