Wild eyes new direction as co-founder and creative head Ng Khee Jin leaves

Wild Advertising & Marketing co-founder and creative director Ng Khee Jin (pictured left) is leaving the agency after nearly eight years since its launch. Following the move, Wild has unveiled plans to transform into a creative content agency, led by co-founder Yeo Ai Ling (pictured right) and director Lee Kai Xin (pictured centre), who drives strategy.Meanwhile, Joan Lim, associate creative director, will assume the role of creative lead while Ng’s successor is to be named. In a statement to Marketing, Yeo and Lee thanked Ng for his contributions on building Wild over the years and wish him continued success."The growing years at Wild were extremely rewarding and we are excited to continue to mould Wild's direction into the future," the statement added.During his time at Wild, Ng was responsible for the agency’s work with Singapore Management University, which retained the account for five years. He was also responsible for the agency’s work with OCBC Bank in the conceptualisation, naming and visualisation of FRANK by OCBC – the bank’s youth bank and brand.He was also involved in various government integrated marketing campaigns and account wins. This includes National Crime Prevention Council, Ministry of Manpower, Agency for Integrated Care, CPF, National Council for Social Services and others. Some of Wild’s current clients include Tesco, Drypers, Central Provident Fund and Eu Yan Sang.In a conversation with Marketing about the agency’s new direction, Yeo explained that Wild has built a strong reputation as a content-driven agency focused on helping its clients build distinct brands through originality, creativity, engagement and conversations. She added that the agency will continue to do so in an even more concerted manner.“At the end of the day, the market doesn’t need another content marketing agency. Brands need a partner that understands their business and marketing objectives and have the ability to translate them into cut-through content that drives results,” Yeo explained.Lee added that today’s consumers are getting savvier than ever before. As such with content marketing, the agency believes that brands can still reach and influence consumer purchase decisions. At the same time, clients are also getting smarter and understanding the long term strategic value of content marketing.“Advertising has evolved but it will never be unnecessary. With our team of in-house content writers, creatives and content strategists, we have evolved to meet the market needs,” Lee said.Wild Advertising & Marketing was started in January 2010, with projects from clients such as Lenovo, NETS, Singapore Press Holdings and Skin Inc.Read also: The Independents: Wild Advertising & Marketing