(Marketingmagazine.com.my) – Dentsu Aegis Network, a global leader in media, digital and creative communications has launched the Dentsu Aegis Network Global Data Innovation Centre – the network’s first-ever Research & Development centre of its kind.
Supported by the Singapore Economic Development Board (EDB), the Singapore-based centre will develop and produce innovative applications and serve as a hub for data scientist and technology talent for the entire network globally.
It also seeks to drive Dentsu Aegis Network’s leadership in data excellence and power the exponential growth in digital media expenditure driven by mobile, video and programmatic advertising.
Nick Waters, CEO Dentsu Aegis Network Asia Pacific shared, “Data is central to our business strategy and now all businesses require a strategy for the digital economy to remain relevant. Dentsu Aegis Network Global Data Innovation Centre allows us to hone data-literate talent that will lead to a competitive advantage for our clients.
“We are committed to being at the forefront of innovation and this initiative serves as an excellent opportunity to nurture great talent while providing clients with expertise to drive growth for their brands.”
Picking Singapore as its launch market out of network’s foothold in 145 countries Nick shared that the move was a strategic one with their partnership with EDB and the country being a competitive global business hub.
The Global Data Innovation Centre will grow to more than 25 high calibre data talent based in Singapore, working closely with Dentsu Aegis agency brands from the network’s top 20 markets including the U.S., the UK, China and Australia. This curated group will converge and collaborate internally and solutions developed from the centre will be deployed to its worldwide operations and adapted to solve clients’ marketing data challenges.
Commenting on its impact to the Malaysian market, Sue-Anne Lim, Chief of Group Insights and Strategy, Dentsu Aegis Network Malaysia said, “We welcome both consultancy expertise and technical support from the global hub because this is an absolutely new playing field and we need to make sure the people handling our clients’ data are the best of the best from technical to legal.”
“One of marketers’ challenges in today’s digital economy is this – consumers are evolving faster than agencies, and agencies are evolving faster than marketers, so they are essentially playing catch up all the time. With data, consumer changes are now tracked real-time, which means it can help marketers respond to market much faster than before. Agencies will serve as a conduit between consumers and marketers, but this time as the data wizard. This way, everyone – consumer, agency and marketer) is now on the same page, and through our alignment with the global data hub in Singapore, we now have extended capabilities to advise clients on harnessing beneficial data to create actionable insights for them to respond more effectively.”