Will Host sink or swim in Singapore?
Robin Hicks asks if the time is right for new blood in Asia after the launch of Host’s Singaporean office.
For Australian ad agencies, New Zealand is about as far as they have dared to venture in recent times. International expansion has never really been more than a pipedream for Aussie agency bosses – or not part of the plan at all. Even less so in these leaner times.
The Campaign Palace is the only recent example of a major Aussie agency brand to have spread it wings overseas. And it’s cruelly ironic that The Palace has flourished in Indonesia in the year or so since it opened, but died an ignominious death in its home market just a few months ago.
So the launch of Host in Singapore was something of a surprise, both in Asia and Australia. The Sydney agency, now 13 years old, has had ambitions to launch overseas for some time, says founder Anthony Freedman, who is now regional CEO. But losing client Vodafone a year ago put these plans on ice.
There are two Singapores…
1. Singapore businesses pitching for clients. Something like 400 pitches for $26m worth of business, basically solid yet unspectacular. Courts, SIA, HPB, etc.
2. Global businesses based out of, or running regional accounts from Singapore. This is where the big money is, and increasing number of people who might have otherwise been based in New York of London are being based in Singapore. P&G, Unilever, Coke, J&J, Samsung, Apple, Diageo – you name it – HK is dying, Bangkok is losing head offices, most of them are moving to Singapore, and running regional or global businesses with the support of agencies there. Shanghai is picking up “Greater China” work, but it’s all about Singapore.
Your piece tends to focus only on the first Singapore – which is dominated by DDB as the biggest “local” player in the market, with clients like Courts, Starhub, etc.
The second Singapore is where the REAL opportunities are. And Dan Gibson is the man to do it for Host.
Once again, creative shops will suffer at the hands of a client’s direction.
I was based in Singapore before. Most of production has been known to be outsourced to Australia/NZ.
They will need a strong leader to be able to make a name for themselves, regardless of their background and success abroad.
They will also need to dig deep into their pockets to continue to get noticed.
Perhaps advertising themselves 😉