LOOK Kinetic Singapore loses client, gains respect

Today, news broke that Mini Asia appointed local agency Govt as its new creative partner. Mini was last working with another local agency Kinetic Singapore on the same account for approximately six years.

While one might expect a little bit of rivalry and sadness over the move of the account, this was simply not the case. In what seemed like an incredibly gracious move, the incumbents posted a statement on their Facebook page saying:

Thank you for the 6 years of an amazing collaboration Mini Asia. There was nothing we would have changed. Not a single…

Posted by Kinetic Singapore on Sunday, April 10, 2016


To this, Govt Singapore responded:

“You are an agency that we can only ever dream of emulating. The amount of respect we have for you cannot be put in words. Thank you for everything Kinetic Singapore.”

In a competitive landscape such as Singapore, which is often deemed as a buyers’ market, it is great to see such comradeship between local agencies.

Earlier this year, we saw something similar in Malaysia, when one adman Jeffrey Tay, from BBDO Malaysia moved on to Naga DDB. This prompted his former agency to write a “love note” to the folks at Naga.

Here’s to more such camaraderie in the industry, guys!

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