Leveraging partnerships in building #PowerBrands

This post was done in collaboration with Bonsey Jaden.

Daniel Posavac, the CEO and co-founder of Bonsey Jaden, one of the fastest-growing digital agencies in the Asia Pacific, sat down with MARKETING-INTERACTIVE to discuss the company’s recent strategic partnership with CUE Group, and how it will create further growth for both organisations. 

In the digital age, the world is more connected than ever before, but the nature of its connections has changed fundamentally. The landscape has allowed connectivity to expand almost infinitely, heralding in a time when technology has the power to shape new behaviours and interactions. 

Notably, for marketing, it is a landscape that necessitates the absence of timidity, where boldness and agility are key to industry success. 

There is much to match and anticipate in terms of the habits, needs and desires of the present and future audiences, and this is precisely what Posavac aims to be at the forefront of by carving out definitive brand footprints in the digital world.

The 37-year-old Australian native established Bonsey Jaden during the cusp of the digital transformation, striking when the proverbial iron was hot. 

“The founding of Bonsey Jaden happened quickly in 2013, based on a door being opened by one of our current shareholders, and the meeting of like-minded brand and marketing folks hungry to build a digital business in Asia,” Posavac (pictured) shared.

“When the opportunity came to move to Singapore with my co-founder Nicolas Robertson, and partner with Jonathan Bonsey to launch Bonsey Jaden, it was a no-brainer.”

The hallmark of Bonsey Jaden’s work is its fidelity to brand authenticity. It harnesses the power of technology to differentiate and deliver the biggest ideas, connecting brands with their audiences in powerful conversations that forge richer and more meaningful relationships. 

“We put much value in every interaction as a brand marketer. One of our philosophies is that we value every little experience that we create for brands and clients. A lot of times, when you come into the advertising world, it’s all about creating assets. We never really believed in that; we’re a lot more focused and considerate about what we do,” Posavac said. 

Because of the mutability of the digital landscape, being able to harness innovation effectively to drive authenticity in a brand’s narrative is crucial in standing out in a sea of disruption and competition. 

“What I love about this industry is that it’s completely dynamic and evolving on a daily, weekly, monthly basis,” he says. “New tools can fuel creativity if you approach them the right way.” 

For all that Bonsey Jaden has accomplished since its foundation, the business is not yet close to achieving the scale of its ambitions. This meant taking advantage of strategic partnerships that would enable Bonsey Jaden to harness emergent technology to sharpen the agency’s curatorial acumen.

As such, it has partnered with CUE group, a digital technology group initiated by industry elites and jointly invested by world-renowned investment institutions.

“The CUE group provided the best synergies as well as the most exciting road map for Bonsey Jaden as a business,” Posavac said.

“The experience and scale CUE has within its group will be a fantastic support for myself and our leadership team as we continue to build Bonsey Jaden.”

It is a partnership that enables Bonsey Jaden to better present the uniqueness of each of the brand narratives they build in a frequent, predictable rhythm that matches the patterns of audiences’ lives. 

“Driven by the philosophy of ‘data drives growth, technology leads development’, the CUE Group attaches huge importance to R&D and emphasises a pragmatic attitude to producing substantial value for customers,” he said, adding the CUE group is committed to boosting the digital development of enterprises, industries and governments by using innovative technologies such as big data and AI. 

“If you approach creativity and strategy and brand building from that core, technology is an absolute enabler. We are integrating several new technology solutions and product offerings that CUE has developed into our business, which will give us new tools to work with when building brands for our clients and partners.”

The synergy with CUE group also gives Bonsey Jaden the robustness to tackle more broader horizons than ever before.

“With this partnership, CUE and Bonsey Jaden now have coverage across all of the Asia Pacific, and beyond. In the short term, our focus for Bonsey Jaden is to continue growing our existing offices in Singapore, Australia, Malaysia, Thailand, the Philippines, Indonesia, and Vietnam. We also have several global clients, so continuing to develop our relationships and talent base in the US is also a priority.”