Y&R Spark Plug launches in Asia
18 May, 2012
— Y&R Singapore announced that it has become first Y&R office in Asia to launch Y&R Spark Plug, which sees the agency open its doors, literally to a number of promising start-ups to enhance innovation.
Y&R’s Spark Plug program began in New York last year, when the agency offered office space to a handful of startups whose technology and thinking would be relevant to clients’ brands. In exchange for the space, Y&R received complete access to their thinking, innovation and projects.
The program is expanding around the world, with Singapore being the first market in Asia, to be followed by Jakarta, China India and Thailand. Camellia Tan, Director of Network Development for Y&R Asia will oversee Spark Plug in the region.
David Sable, CEO of Y&R stated: “At Y&R, we believe that creativity is all about the storytelling we do for our clients’ brands. But innovation is how we drive stories to create rich new experiences for consumers that attract them to a brand and sustain their loyalty.”
He added: “The Spark Plug is a perfect example of how we are always on the hunt for the most innovative ways to engage our clients’ customers. This program gives us access to incredible people and products.”
Unveiled as the first four start-ups and entrepreneurs are gaming company Gametize, talent manager Mike See of Riot! Records, social loyalty programme Squiryl and club DJ and promoter DJ Nomsta.
“The time is ripe for agencies to take conversations we're having with clients beyond the domain of pure advertising, and deepen them into how we can help shape their business through core product and service development. An idea like Nike Plus didn't come from a brief about making a cool TVC, it came from taking a step back and thinking about how the brand could build a platform which would offer utility in consumers lives, within a context around the product offering,” said Tan.
“That's the vision of Spark Plug, to bring the agency together with partners who are all driven by the same desire – ideas that actually make a difference to how people live, work and play,” Tan added. About Y&R
Y&R is one of the leading global marketing communications companies. It is made up of the iconic Y&R Advertising agency and VML, one of the most highly regarded and fastest-growing digital agencies in the world. Y&R also includes specialized companies in every region, such as Bravo, Kang & Lee, SicolaMartin, BrandBuzz, Campaign Palace, Banner, to name just a few, as well as a new global marketing practice, Tech.YR.
Y&R’s founder, Raymond Rubicam, believed that the company’s mission was to Resist the Usual on behalf of our clients. Today, that is kept alive by melding top-flight creativity with innovation to create new consumer experiences.
Y&R’s largest agency, Y&R Advertising, has 186 offices in 90 countries around the world, with clients that include Campbell’s Soup Company, Colgate-Palmolive, Danone, NHL, Virgin Atlantic, Xerox, Revlon, GAP, Land Rover, LG and Telefonica, among many others.
The Y&R Asia network is headquartered in Singapore and has offices in China, Hong Kong, Japan, the Philippines, Vietnam, Indonesia, Thailand, India and Malaysia. About Y&R Spark Plug
The sheer momentum of growth in this region is creating huge opportunities for continuous innovation, and Y&R wants to be at the centre of that. That’s why we are actively seeking out people who can add value to our thinking, to our clients, to our capabilities, to new business. We are letting them do their thing — chase their ideas, find great new artists, invent an app. What we get out of it in return — new ways of thinking, introduction to innovative technologies, opportunities for us to forge productive new partnerships — all improve the solutions we deliver to our clients. Media enquiries
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