ERA Singapore appoints creative agency of record

DDB Group Singapore (DDB) has been named the creative agency of record for ERA Singapore, taking charge of brand strategy and recruitment campaigns for the first time. The appointment, effective October, marks ERA Singapore’s first retained partnership to lead its creative output.

ERA Singapore, a key member of APAC Realty, operates nearly 600 offices across 13 markets in the Asia-Pacific region, including Australia, China, Indonesia, Japan, Korea, Malaysia, the Philippines, Singapore, Taiwan, Thailand, and Vietnam. With 43 years of experience and a team of almost 9,000 trusted advisors in Singapore, the group is poised for aggressive expansion to cater to a new generation of buyers and investors.

DDB will support ERA in achieving its growth targets and recruiting new advisors, spanning experienced agents, Gen Z talent, and career switchers.

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The first campaign under the partnership, "I Choose ERA", will roll out progressively from 2 October across online videos, display ads, social media platforms, and out-of-home media such as digital bus stop posters and wrapped buses. The 15-week campaign spotlights four ERA advisors, showcasing how the company’s foundation has helped shape their careers.

ERA is known for its commitment to innovation and service. Its SALES+ Super App leverages AI to provide real-time market intelligence and automated marketing tools, helping advisors work more efficiently. The agency is also ranked as the number one trusted brand in Singapore’s real estate sector, according to Edelman brand barometer research.

“Building brand trust is essential as we expand our operations from Singapore to the broader Asia Pacific region. We have the right tools and platforms ready to raise the game for every aspiring trusted advisor. DDB Singapore’s expertise in brand strategy will be instrumental as we navigate this next chapter of our growth,” said Marcus Chu, CEO, ERA Singapore, ERA Asia Pacific and APAC Realty.

“Since its establishment in 1982, ERA has become a household brand in Singapore, helping many Singaporeans advance with asset progression. I am excited to build on the legacy with smart marketing and partnerships, while equipping our trusted advisors with the right content and materials to better engage our clients. In DDB, we’ve found a partner to take this forward to greater heights,” added Lydia Wong, head of marketing and communications, ERA Singapore.

Jeff Cheong, CEO of DDB Group Singapore, said: “ERA has built an unbeatable reputation for trust and innovation. I am grateful for Marcus and his management for trusting DDB to lift ERA to a new level.”

The ERA win comes as DDB Singapore also strengthens its strategic planning capabilities with the addition of senior strategist Daniel Huang. Huang joins a powerhouse planning team that includes chief strategy officer Subodh Deshpande, planning director Susanna Yap, and brand and social strategist Annabelle Goh. Huang brings experience from Shanghai, London, and Hong Kong, having worked with global brands such as Unilever, Dove, and Huawei.

The expanded team is further supported by integrated consultants including researcher and futurist Kenneth Wee, who specialises in decoding cultural contexts and unspoken audience needs.

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