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Ogilvy launches new brand innovation unit, K1ND

17 December, 2013

Ogilvy & Mather Advertising

Mondelēz International to be first company to partner

Ogilvy & Mather Asia Pacific is launching a new brand innovation unit. Based in Singapore, K1ND (pronounced ‘One Kind’) will be Ogilvy & Mather’s first brand innovation business in the region, with a strong focus on technology and design. K1ND is being created in a groundbreaking partnership with Singapore’s Economic Development Board (EDB), which is fostering the city’s creative industries and skills base.

Covering Asia Pacific markets, K1ND will focus on two broad areas: digitizing product experiences and developing innovative digital services. K1ND is also establishing an open-source innovation hub; business challenges will be briefed in to the new digital platform, with K1ND facilitating a process of ‘democratic development’. A core team of technologists, inventors and cross-disciplinary creatives is being hand-picked, though one of the start-up’s key features will be permeable staffing structures, with specialists drafted into teams tailor-made for each challenge.

Mondelēz International, the global snacking leader with power brands such as Cadbury chocolate, Oreo biscuits, Tang powdered beverages and Trident gum will be one of the first companies to partner with Ogilvy’s K1ND. In this new partnership, the company’s own innovation lab, Fly Garage, will collaborate with K1ND to create breakthrough, technology-driven consumer experiences. Born in Latam, the Fly Garage is an innovation incubator that creates digitally-enabled consumer connections for Mondelēz International’s brands.

Chris Reitermann, President of O&M Advertising, Asia Pacific, commented:

“K1ND is a transformative approach to creating new product and consumer experiences. It will combine technology-driven brand and product innovation with a new, more collaborative, style of working. The approach recognises that brands are increasingly built through consumer experiences rather than imposing brand messages on audiences.

“K1ND will accelerate business practice by harnessing the digital, creative power of the world’s leading agency, while aligning it to a new, radical business model. Functioning like a start-up, K1ND will work independently with clients in a modern office space, enabling us to work through the creative process significantly faster. We have received great support from the EDB and extremely positive responses from clients.”

Kelvin Wong, Assistant Managing Director, at the EDB, commented:

“K1ND’s open collaboration model will allow for the cross-interaction of creative talent across the marketing, design and technology sectors. K1ND will help brand owners in the region address business challenges and engage the Asian consumer through creative, technology-enabled solutions. We look forward to seeing K1ND drive world-class, innovative work from Singapore, which will bolster Singapore’s position as the leading Asian hub for marketing and communications activities.”

Bonin Bough, Vice President of Global Media and Consumer Engagement, Mondelēz International, commented:

“We’re truly excited about being the first company to partner with K1ND. Speed and innovation are the currency for a growth company like Mondelēz International, and this partnership will provide a springboard for continued success.

“Combining the resources and strengths of the Fly Garage and K1ND, we will create ground-breaking technology-driven consumer experiences significantly faster than ever before, giving us a competitive advantage in markets like Southeast Asia and Australia.”

Press Enquiries
Sarah Edwards, Ogilvy & Mather
Phone: +852 2884 8611

About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. It was named both the Cannes Lions Network of the Year and the EFFIEs World's Most Effective Agency Network for two consecutive years, 2012 and 2013. The company is comprised of industry leading units in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; health care communications; direct, digital, promotion and relationship marketing; consulting, research and analytics; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 500 offices in 126 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit, or follow Ogilvy on Twitter at @Ogilvy and on
About The Singapore Economic Development Board
The Singapore Economic Development Board (EDB) is the lead government agency for planning and executing strategies to enhance Singapore’s position as a global business centre. EDB dreams, designs and delivers solutions that create value for investors and companies in Singapore. Our mission is to create for Singapore, sustainable economic growth with vibrant business and good job opportunities. EDB’s ‘Host to Home’ strategy articulates how we are positioning Singapore for the future. It is about extending Singapore's value proposition to businesses not just to help them improve their bottom line, but also to help them grow their top line through establishing and deepening strategic activities in Singapore to drive their business, innovation and talent objectives in Asia and globally.
For more information on how EDB can help your business, please visit  

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