SapientNitro Singapore has re-modeled its strategy team with three key appointments. The new trio in Simon Collins, Andrew Trimboli and Ari Widjanarko will all report to Melanie Cook, head of strategy.
Andrew Trimboli spent the last 15 years driving content solutions for the likes of The Sydney Morning Herald, Vogue, SingTel and Orbitz Worldwide. His role is to find the stories brands should become part of and create content that will take them there.
Ari Widjanarko started his career designing navigation systems for public spaces in New York and is now leveraging that discipline to design worlds for Lane Crawford, Citibank and Richemont.
Meanwhile Simon Collins will be using his business consultancy background from Accenture and Asia Rooms to ensure the people, processes and technology are in place to deliver business results.
“Most of the strategy written today uses the Internet as a new place to disseminate old 360 thinking. A pre-roll is a TV ad online. A banner is a rotating press ad. An email is direct mail. And, social media is the new competition response mechanism. When we use the Internet in this limited capacity, all an agency needs is an integrated strategist who knows how to message a brand’s single-minded proposition across different channels. If you want to transform a business, you need the skills of a brand planner, a journalist, an architect and a business consultant,” said Cook.
Cook added that today client demands are changing rapidly to cope with the ever evolving and connected consumer.
“Clients now need a Journalist, an Architect and a Business Consultant to help advise them on the best solutions to shape their influence on the continuously emerging digital space,” Cook added.
Kim Douglas, managing director, SapientNitro said: “If brands really want to transform their business they need to use technology and the Internet to productize their service or augment their products with services. Think Google and Google Glass. Think Nike and Nike+”.