Many of the world’s largest advertising agencies such as TBWA and Saatchi & Saatchi have set up their regional headquarters in Singapore, alongside local advertising agencies.
In recent years, local advertising agencies have made great strides, competing for prestigious brand campaigns and awards at premier award showcases such as Cannes Lions and Spikes Asia.
IMDA will work with advertising agencies in Singapore to develop the necessary skills to be prepared for the digital transition and to exploit regional opportunities.
In doing so, IMDA aims to equip advertising agencies with the capabilities to create more engaging advertising content for multi-platforms and to enhance the quality and innovation in advertising services and content.
With rapid technological advancements and changing consumption patterns, advertising agencies have to continue to adapt and innovate in order to compete effectively in an increasingly converged advertising and media landscape.
The industry now requires a wider range of creative and technical expertise to create new advertising services to engage digital consumers more effectively. Some of these new digital services include the use of branded content, data analytics and visualisation technologies.
The first of IMDA’s initiatives for the advertising sector is the Advertising Story Lab, which aims to train and develop capabilities in creating and tailoring engaging content across multiple digital platforms. To find out more about the Advertising Story Lab, email firstname.lastname@example.org