VML creates new centre of excellence in Singapore

WPP’s VML is creating a platforms and experiences (P&E) centre of excellence (COE) in Singapore. This center of excellence is one of the three P&E centres of excellence that VML as a network is building globally, the other two based in Kansas City and London.

With the support of the Singapore Economic Development Board (EDB), the centre of excellence will drive enhanced capability development, assimilation of VML's global standards and best practices and enabling digital transformation for client partners through the next three years.

The centre of excellence will consist of at least 40 new hires across different areas such as user experience (UX), analytics, e-commerce, and digital consulting. Each expertise area is expected to be staffed with senior hires and team members will also receive mentorship from senior leaders within VML’s global network.

With the consolidation of this centre of excellence, the P&E practice is expected to contribute over 40% of the agency’s revenues. Backed by consumer insight, analytics and technology, the P&E practice at VML will bring together its offerings of insights and analytics driven UX, consumer journeys, and customer experience design, with the aim of crafting meaningful, omni-channel experiences for end consumers. The practice has also led the digital transformation for marquee regional brands including Ford, INSEAD, Mediacorp, Kotak Mahindra Bank & DSP Blackrock.

Tripti Lochan, CEO of VML SEA & India said: “Our platforms and experiences practice is a key pillar of growth for the agency in the region, as we are seen as having a mature practice by brands in their digital transformation endeavors. The establishment of the centre of excellence is a significant step in us being able to develop talent, best practices, industry standards, which all come together to deliver the best experiences to our clients’ consumers. And, having the EDB partner with us in driving this is a great show of faith and an exciting opportunity for us to develop local talent in Singapore to service regional and global client needs.”

“We aim for Singapore to be a leading global hub where global brands partner different players in our marketing ecosystem to develop and pilot digital marketing innovations. As marketing services providers continue to transform their offerings, EDB is committed to working with them to build the capacity and capabilities. We are truly excited that VML is growing its platforms & experience business through a Centre of Excellence here, tapping on our talent pool to drive digital transformation of brands,” said Clarence Chua, director of professional services, EDB.