Publicis and EDB push for ‘Made-in-Singapore’ innovations

Publicis Communications Singapore plans to create made-in-Singapore white label innovations which caters to the global market.

With the support of the Singapore Economic Development Board (EDB), Publicis Communications will transform its delivery model over the next three years to go further upstream in product and service innovation. This is in addition to helping clients to deliver creative and effective marketing campaigns globally.

The effort will be led by Nurun Singapore, the design and technology consulting arm of Publicis Communications.

The agency will also invest in growing its digital, marketing and creative talent pool, and plans to make hires across various key positions including UX designers, augmented reality developers, data strategists and data analysts in Singapore. It also shared that it would dedicate more than 300 external training days to further strengthen core digital and innovation capabilities among its local employees.

Recognising that brands have to address more complex problems today, Publicis Communications will aim to develop tangible business solutions through human-centred design. It will also work with various stakeholders, including educational institutes, to build an ecosystem of collaboration for innovation through workshops and twice-yearly forums.

“In today’s dynamic environment, brands need to move quickly to adapt to customers’ fast- changing preferences. Publicis Communications understands the power of creativity and leveraging design-thinking to stay relevant, deliver impactful business solutions and meaningful innovations for users,” said Lou Dela Pena, CEO of Publicis Communications Singapore.

“With the collaborative efforts and expertise of our agencies, and support from EDB, we look forward to driving real change for businesses and further establishing Singapore as an innovation hub through creative problem-solving and talent development,” added Dela Pena.

“Publicis Communications’ hub for product and service innovation is in line with Singapore's ambition to be a leading global hub for digital marketing. We look forward to seeing innovative products and services being developed out of Singapore,” said Clarence Chua, director of professional services at the EDB.

The initiative was launched at the inaugural 'Hello Tomorrow’ event held by Publicis Communications, where the region’s industry leaders and expert innovators gathered to discuss the potential of Asian creativity in unlocking strategic innovation. This event is part of a regular series and one of the initiatives aimed at bringing stakeholders together to identify innovation possibilities.

Recently, EDB has also tied up with WPP’s Ogilvy & Mather (O&M) to collaborate on a three-year strategic initiative aimed at advancing Singapore’s capabilities in modern marketing services.

Moreover, EDB undertook a partnership with DDB in the creation of Equator, a global centre of excellence for creative technology and innovation which also looks at boosting talent. In 2014, it supported the creation of global excellence centres Dentsu Aegis Network  and Mindshare for its Future Adaptive Specialist Team (FAST) services. It also collaborated with Nielsen which made an initial investment of SG$14million for an innovation centre.

Read also: It's not about partnering big or small agencies. It's about commitment, says EDB.