NCS hands brand marketing remit to dentsu Singapore

Technology services firm NCS has appointed dentsu Singapore as its brand agency of record, expanding the agency's remit as NCS’s incumbent lead agency partner since 2021.

As NCS’s first brand agency of record, dentsu Singapore will tap its integrated marketing capabilities and B2B solutions to continue building brand trust and innovation for NCS in the Asia-Pacific region.

The agency will also be responsible for providing strategic consultancy and recommendations across all the brand touchpoints to elevate NCS in its next evolution.

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“As a network that takes a people-centred approach to business transformation, we are delighted to be able to support NCS’s vision to harness technology to advance communities and shape society. This is an enduring relationship that has sparked remarkable brand outcomes in the region, and we are confident of scaling the NCS brand to new heights as we embark on our expanded partnership with this appointment,” said Prakash Kamdar, CEO, clients and solutions, SEA, and CEO of dentsu Singapore and Indonesia.

Dentsu Singapore was first appointed by NCS in 2021 as lead agency partner to launch its new brand and identity campaign to the region.

It has since played a key role in the end-to-end delivery of branding, creative, strategy, social media, web redevelopment, as well as employee experience, for its B2B transformation journey. This includes the delivery of a phygital brand experience across Singapore, Australia, and in the metaverse, for the launch of NEXT, NCS’s digital services arm which offers clients deep-tech capabilities and end-to-end digital services. Across the markets, NCS’s brand transformation campaign video in collaboration with dentsu saw over 115 million impressions, reached 12 million viewers, and resulted in a 14% uplift in online brand sentiment, said dentsu in a statement.

NCS’s rebranding campaign was recognised for excellence in relaunch marketing and marketing transformation at Marketing Interactive’s Marketing Excellence Awards 2022. Its collaboration with dentsu Singapore also clinched Best Agency-Client Partnership (silver) at Marketing Interactive’s Agency of the Year Awards 2023.

“We are deeply appreciative for the opportunity to continue our work with NCS, helping to evolve the brand in the region," said Abigail Crosby, managing director, Merkle B2B, CXM Group, dentsu Singapore. "The best brand experience can only be delivered when it is thought through every touchpoint of the client journey, agnostic of the platform and content format. Our dentsu team is able to provide and demonstrate this holistic expertise and consultancy and we are thrilled that this shone through and enabled us to renew the partnership with NCS.”

Recently, skincare brand Galderma Malaysia gave Dentsu Creative the remit of its flagship consumer brand, Cetaphil’s thematic campaign ‘We Do Skin, You Do You’ to further strengthen its position in Malaysia.

With the appointment, Dentsu Creative will drive Cetaphil’s growth and pave the way for future partnerships with the brand through this campaign. Looking ahead, Galderma Malaysia plans for dynamic collaborations, innovation and sustainable growth with Dentsu Creative. 

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