It's not luck or legacy: w/e + partners on starting afresh as an independent agency

This post is sponsored by w/e + partners.

W/e + partners. A new addition to the industry? Not so new to its clients, including DBS, Standard Chartered, AIA, MSIG Asia, and City Developments. After all, this is the self-same team from Water’s Edge, a home-grown agency that has helped local and regional brands build their presence for more than 29 years.

Since starting afresh as an independent agency, w/e + partners has only added to its client base that spans across banking, investment, property and insurance. But what these diverse clients can all agree on, is its commitment and professionalism for every job, big or small.

It all comes down to the big C

But it’s not just luck or legacy that has helped it make the right moves again and again. Andy Lee, creative and managing partner, lets in on the magic word: “Collaboration. To us, the best works are co-owned and co-loved. It is the key to creating work that is on-point for today’s audience. Besides working hand in glove with our clients, we also count our employees, vendors and associates among our partners. Because of their support over the years, we’re able to consistently produce quality work that meets both creative and business vision.”

So, what does collaboration look like behind the scenes? Instead of rigidly adhering to protocols and processes, w/e + partners believes in adapting them to better serve the needs of the project at hand. That means everyone on the team – regardless of their role – is equally encouraged to contribute ideas and make their voices heard.

And this way of working has not only brought about tangible results, but also much fanfare at award shows. In its first year alone, it won multiple accolades, including a gold award at MARKETING-INTERACTIVE's Loyalty and Engagement Awards 2021 for its work with Hoi Hup, as well as MSIG Asia.

The work it did for Pasir Ris 8, Allgreen Properties’ newest integrated development, was also the talk of the town, with a staggering 85% of the development being sold over the pre-launch phase alone.

Rising above the other big C

The pandemic has brought about its fair share of challenges for every business, even more for an agency that has just set out on a new journey. Armed with the belief that delivering right-sized strategies doesn’t always require a headcount in the hundreds, w/e + partners has always made it a point to stay nimble. Visionary planning and a prolific team is how the agency has remained buoyant, even rising above, during these challenging times.

The adaptability stemming from the team’s combined strengths has allowed it to pivot effortlessly from age-old insights to the latest digital trends, and deliver brand strategy to full-scale 360-degree campaigns without missing a beat.

With so many momentous achievements from the get-go, and a collaborative mindset that has won over many clients, we can expect to see more from this rising agency in the new year.

Check out the w/e + partners LinkedIn channel for its latest work or drop it a message at enquiry@wepartners.com.sg.

The writer is Michelle Tee, managing partner of w/e + partners.

Photo courtesy: 123RF