C R M & LOYA LT Y M A R K E T I N G
OGILVY & MATHER SINGAPORE
Taking home the silver award this year is Ogilvy & Mather Singapore. For the agency, 2013 was a memorable year as it consolidated its position in the creative, digital and effectiveness markets of Southeast Asia by being awarded all of the
integrated SingTel business. This came despite the difficult economic and business environment the agency faced. It topped the R3 new business rankings throughout 2013 and also made significant investment in expanding its services and capabilities to provide world-class solutions in helping clients meet and exceed their business targets. Major new account wins of the year included SingTel, MCCY and LTA. Its campaigns for Google Chrome, Coca-Cola and SingTel were recognised on the global and local stage. The agency also invested in global talents such as Nicolas Courant who came on board as integrated creative director; Steve Walls as head of planning; Jon Loke as head of art; Chris Mockford as head of affiliate marketing; Sutowo Wong as head of marketing analytics; and Patrick Heyer as performance director of NEO. It now has a reduced staff turnover rate of 20%. Ogilvy & Mather also expanded its services and invested in new ones. This included the
launch of K1ND, a brand innovation unit, as well as the launch of the mould-breaking customer engagement planning tool. This was done in partnership with Singapore’s Economic Development Board (EDB). Based in Singapore, K1ND is touted to be the first such brand innovation business in the region with a strong focus on technology and design. It has also focused on the expansion of the social content studio, including the acquisition of Verticurl to strengthen the enterprise marketing automation, and the launch of CSB Engage for social CRM solutions. When asked what the direction is for the agency going forward, it said: “We are driven by ‘divine discontent’. “We will continue to seek groundbreaking and smart solutions to provide outstanding results for our clients. We know that great creative is good business.” Owned by: WPP Headed by: Fiona Gordon, group chairman
ASCENTIS
Clinching the bronze award once again is Ascentis. For Ascentis, 2013 saw the largest growth in analytics and social media campaigns because of an internal reorganisation, creating a new team in the process that focuses on data analysis. The agency reorganised to place more emphasis on the areas of data and business
34
MARKETING
analytics. This has been done to provide highly demanded valued-added services the market requires. Last year was also a year of consolidation for the agency as it won and delivered several projects for Changi Airport Group (CAG) such as Changi Rewards, business analytics and digital display. Ascentis was also awarded
AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2014
34_SilverBronze_LoyaltyMarketing_AOTY14_sub.indd 34
additional projects from CAG for the car park rebates programme, all to be integrated into the common Changi Rewards Programme. Ascentis also completed and launched AscentisCRM with enhancement in areas such as case and survey management, productbased bonus programme, social media and web analytics, client intelligence and closedloops analytics. In 2014, the agency is looking forward to the launch of the new Changi Rewards Programme. It was also involved in projects such as National Parks Board to maintain 14 of its websites, and implementing the Muji Malaysia and Golden Village Loyalty Programmes. For the long-term and 2014 specifically, Ascentis hopes to develop AscentisCRM further. This will integrate CRM, business analytics, POS interface, location-based marketing using ultra sound, digital mannequins and social media campaigns all into one suite. Ascentis also hopes to cater to the demand for social media, big data and client-centric solutions in the marketplace. Owned by: Independent Headed by: Bryan Tan, chief operating officer
W W W.MAR K ET I NG -I NT ERACT I VE.CO M
13/6/2014 9:52:26 AM