Ex-Havas chief creative officer Victor Ng has launched an independent creative shop Community, opening it with three new client wins.
The agency officially launches this month, said Ng. “Community is an agency that aims to unite creatives, clients, consumers, citizens – people – around great ideas. To do that we use creativity with the best intentions and intelligence, unbridled by convention and channels. There are big brands that have settled for small ideas, and conversely, small brands that have leapt off big ideas – the correlation between size and success is waning perhaps more than ever.”
The first pitch win was for the west-cluster malls of CapitaLand Mall Asia, to develop integrated, branded content campaigns led by the newly launched lifestyle portal, www.Singaporewest.sg. The agency followed that with another pitch win on the through-the-line account for IMM, Singapore’s largest outlet mall. Finally, it was awarded the AirAsia account following a pitch, which includes full strategic and creative duties across various communication categories. Other client collaborations include brands in the healthcare, retail and FMCG sectors.
The agency develops work across categories, such as content marketing, social activation and corporate social responsibility. Examples of social work it has done is social media recruitment campaign for not-for-profit group Caritas, appealing for volunteers to provide humanitarian aid for disaster-struck regions. Another community-minded effort was a video titled “The Mays of May Day”.
According to a release from the agency, Ng leaves to “pursue his passion in social enterprise”. Ng first joined the Havas Group in 2008, helping beef up the then-Euro RSCG team. He then left in July 2010, joining DDB Shanghai shortly after. He returned to Havas in February 2012, according to his LinkedIn profile.