Singapore PR veteran Tony Tan launches consulting firm Autonomy

Consulting firm Autonomy has launched in Asia Pacific, headquartered in Singapore. The agency aims to help organisations build and articulate innovation value proposition and looks to invest and expand its operations across the region through organic growth over the next 12 months.

The agency will be led by Tony Tan (pictured), who last helmed the role of senior consultant with Text100 (rebranded to Archetype). He brings with him 20 years of industry and agency leadership experience to Autonomy as founder and managing director. Previously, he was also the vice president and technology practice lead at Weber Shandwick Singapore. Tan was also the co-founder of Siren Communication, which was acquired by Havas Worldwide in 2011 and subsequently rebranded into Red Havas Singapore this year.

As part of its expansion, Tan told Marketing that Singapore is the gateway to Asia and the world, as most multinational corporations and brands have Asia Pacific headquarters based here. He added that the new agency has bagged four clients and that most of its clients have regional marketing and communications requirements across the Asia Pacific region.

Tan said the team is looking to leverage Singapore as the hub for strategy formulation and collaborate with its agency networks for on-ground executions. Autonomy works with boutique agency partners across Asia Pacific, Europe, Middle East and North America, to have a local partner with on-ground market knowledge to deliver its client’s innovation stories in the best possible way. Tan declined to comment further on the new clients and boutique agency partners.

According to Tan, every organisation today is a technology company in one way or the other, and it all has an innovation story to tell. “By interweaving traditional, senior-led consulting methods with advanced marketing technology stack, we aim to help our clients glean intelligence and insights quickly, and create purpose-driven, highly targeted and measurable campaigns for business impact and success across five core innovation sectors; namely technology, financial services, healthcare, lifestyle and the public sector,” he said.