Why one Asian brand avoids working with agencies despite the risks
Singapore based taxi hailing startup Grab avoids working with agencies because they are not able to turn around work fast enough, its marketing boss has said.
Cheryl Goh told the Mumbrella 360 Asia conference yesterday that in such a fast-paced environment it must bring campaigns to life within 24 hours, even at the risk of missteps such as the ‘love boobs’ controversy the brand caused in Thailand.
Cheryl Goh, CMO of Singapore ride hailing startup Grab
Such a rapid return cannot be achieved by agencies, she said.
I find that most of the best briefs, strategies, executions and placement are done in 24 hours.
Now just please explain why you “must bring campaigns to life within 24 hours”.
Totally untrue. I have recently worked on campaigns for Grab. I think you’ll find APD Malaysia works very hard on their campaigns and in fact build the apps UX