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Ogilvy & Mather launches new consumer insights and analytics centre in Singapore

20 November, 2013


New marketing analytics centre will drive brand investment in Singapore

A NEW marketing analytics centre which measures why certain brand campaigns are successful and others are not will be launched in Singapore.

The Marketing Analytics Centre of Excellence will serve Southeast Asia and has been created by Ogilvy & Mather with the support of the Singapore Economic Development Board (EDB).

In a world where measuring marketing effectiveness is a top priority for Agencies, Ogilvy Singapore has attempted to steal a march on its competitors by developing one of the most sophisticated marketing analytics systems in the world.
EDB Assistant Managing Director, Kelvin Wong, said: “We welcome the establishment of Ogilvy & Mather’s new Marketing Analytics Centre of Excellence in Singapore. It will help global brands penetrate Asian markets more effectively by translating consumer insights into customised, targeted and measurable marketing strategies.

“This is part of the EDB’s vision for Singapore as the leading marketing hub for Asia strategy, built on Pan-Asia consumer insights, media analytics and creative technology.”

Will Adeney, Ogilvy & Mather’s Vice President for Marketing Analytics in Asia-Pacific, added: “Ogilvy and Mather is delighted to partner with the EDB on this drive to grow Singapore’s reputation as a global centre for marketing and data analytics.
“Marketers need much richer data in order to understand what makes consumers tick, not to mention the effectiveness of their marketing campaigns.

“Data analytics are very important, but only so far as they provide information on traffic, bounce rate and original visitors. We will be focused much more on data like business metrics, traffic, leads and sales, also what kinds of events or campaigns help turn visitors into consumers.”

Ogilvy & Mather already has one of the most well-respected analytics operations in the industry, serving clients like SingTel, SGX, IBM, Nestle and UPS.

The new Centre will allow for greater capacity and capability for handling clients across the entire Ogilvy Group across the region.

Ogilvy & Mather Singapore also announced the arrival of Sutowo Wong to Ogilvy from Deloitte, who will head up the rapidly expanding Singapore Team.

Will added: “This year we have been building up the network’s depth of expertise across the whole region with several other senior marketing analytics appointments with Leon Bombotas in Sydney and Chris Brewer in Hong Kong.

“Sutowo’s arrival into this key position not only complements the advances made in other offices but allows us to take Ogilvy Singapore beyond where the network is today.”

The analytics hub will leverage the growing amount of online and offline data in order to derive insights for improved marketing planning and campaign performance optimisation which will support all functions across Ogilvy from traditional ATL advertising, digital marketing, CRM, social and PR . 

For more information please contact:
Paul Gilfeather
Head of Content, Ogilvy Public Relations
+65 6213 9939/65 9025 4973

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