Victor Ng goes out on his own and launches independent creative shop Community Singapore

VIctor Ng - Profile Pic.jpgSingapore ECD Victor Ng has launched independent agency Community, a new creative collective that specialises in ideas that influence.

Ng (pictured) said, "Community is an agency that aims to unite creatives, clients, consumers, citizens - people - around great ideas. To do that we use creativity with the best intentions and intelligence, unbridled by convention and channels. There are big brands that have settled for small ideas, and conversely, small brands that have leapt off big ideas - the correlation between size and success is waning perhaps more than ever."

Community is already off to a busy start, having won three competitive pitches. The first pitch win was for the west-cluster malls of CapitaLand Mall Asia, to develop integrated, branded content campaigns led by the newly launched lifestyle portal, www.Singaporewest.sg. The agency followed that with another pitch win on the through-the-line account for IMM, Singapore's largest outlet mall.
Chalking up its latest new business win, Community has been awarded the AirAsia account following a competitive pitch, which includes full strategic and creative duties across various communication categories. Other client collaborations include brands in the healthcare, retail and FMCG sectors.

The newly founded agency will leverage on creative versatility with a unique working structure, to develop work across all categories, including content marketing, social activation and corporate social responsibility.

The new hotshop also has a deeply ingrained social mission in its agency DNA. It produced a social media recruitment campaign for not-for-profit group Caritas, appealing for volunteers to provide humanitarian aid for disaster-struck regions. Another community-minded effort was a thought provoking video titled "The Mays of May Day", which was featured on Singapore's leading online news portal, Mothership.sg, among other online publications.

Added Ng, "Thus far, we've given people who've never visited Singapore all-expenses-paid holidays to tour only the western part of Singapore, given new meaning to Labour Day, challenged volunteers on how far they would go to help someone (literally), and helped consumers get more value for the things they value. Every campaign is centred around an idea that influences."

Ng, the former Chief Creative Officer of Havas Worldwide South East Asia, has worked at agencies in Singapore, London and Shanghai. Over the past five years, his creative leadership has helped elevate two agencies to win creative Agency-Of-The-Year accolades in their respective regions. In the same period, his creative work that led to new business pitch wins includes DBS Bank, NTUC FairPrice, Coca-Cola, Carlsberg, Fraser & Neave, Far East Organization, Orange, Abbott and Electrolux. Ng has also served on the judging panels of a diverse range of categories such as Integrated Advertising, Innovative & Non-Traditional Media and Marketing Effectiveness at major international competitions.

Ng added, "Our industry is coming into the age of creative independence, and we're humbled by the support of the many clients, creatives, production partners, friends and well-wishers. It is with great exuberance that we join the surging wave of indies to make a splash or two. We welcome unique talent and curious clients to Community."

5 Comments

DK said:

Congrats!! Brave move and bigger wins ahead.

The old vic said:

Will be excellent to see how this lad progresses….all i remember of him is some ads for a window cleaning spray back in the day….that featured birds with neck braces.

Go boldly said:

I predict bigger and better things ahead.

Superlative easy to throw around said:

Don't call it a "hotshop" when it obviously isn't. Don't be like Arcade. Yet to be seen if the real work is any good.

Daniel said:

Congratulations Vic. We're rooting for you!

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.