Dentsu Aegis Network establishes global data innovation centre based in Singapore

Dentsu Aegis Network has launched the Dentsu Aegis Network Global Data Innovation Centre – the network’s first-ever R&D centre of its kind.

Supported by the Singapore Economic Development Board (EDB), the Singapore-based centre will develop and produce innovative applications and serve as a hub for data scientists and technology talent for the entire network globally. It also seeks to drive Dentsu Aegis Network’s leadership in data excellence and power the exponential growth in digital media expenditure driven by mobile, video and programmatic advertising.

Panellists from left to right: Nick Waters, Asia Pacific CEO, Dentsu Aegis Network, Kelvin Wong, Assistant Managing Director, Singapore Economic Development Board, Sam Ahmed, Senior Vice President – Marketing, Asia Pacific, Mastercard, Janice Chan, Senior Digital Marketing Director, Starwood Asia Pacific, Arvind Sethumadhavan, Chief Innovation Officer, Asia Pacific, Dentsu Aegis Network, David Williams, Chairman and CEO, Merkle.

Nick Waters, CEO Dentsu Aegis Network Asia Pacific, said, “Data is central to our business strategy and now all businesses require a strategy for the digital economy to remain relevant. Dentsu Aegis Network Global Data Innovation Centre allows us to hone data literate talent that will lead to a competitive advantage for our clients. We are committed to being at the forefront of innovation and this initiative serves as an excellent opportunity to nurture great talent while providing clients with expertise to drive growth for their brands.”

Explaining the choice of Singapore – also Dentsu Aegis’ headquarters in Asia Pacific – as a launch market out of the network’s foothold in 145 countries, Waters added, “Singapore is a competitive global business hub and partnering with EDB gives us a huge strategic advantage. We now have access to the world’s best talent, world-class technology and business infrastructure, and be situated close to the world’s most dynamic markets.”

The Global Data Innovation Centre will grow to more than 25 high calibre data talent based in Singapore, working closely with Dentsu Aegis agency brands from the network’s top 20 markets including the U.S., the UK, China and Australia. This curated group will converge and collaborate internally and solutions developed from the centre will be deployed to its worldwide operations and adapted to solve clients’ marketing data challenges.

EDB’s Assistant Managing Director Kelvin Wong said, “We are delighted by Dentsu Aegis Network’s decision to base its first global data innovation centre in Singapore. Their choice is a boost to Singapore’s efforts to grow our data-enabled marketing innovation capabilities and develop a critical mass of applied analytics professionals.

“Global marketers are increasingly looking for talent who possess experience and expertise in leveraging data to drive new marketing practices. The new centre will offer opportunities for Singaporeans to build such deep expertise and play a key role in developing innovative solutions for brands worldwide.”

Commenting on the value of the strategic initiative, Audrey Kuah, Managing Director, Dentsu Aegis Network Global Data Innovation Centre, said, “The fourth industrial revolution requires the augmentation of our human expertise with intelligent technology in order to achieve the next level of growth in our industry. As the world of data continues to grow exponentially in the advent of connected devices, IoT, industrialised digitization of the economy and the way people move through digitized networks, Dentsu Aegis Network seeks to develop future forward products that will enable marketers to leapfrog competition, connect more powerfully with their audiences and ultimately to power their business.”

The centre was officiated this morning at a launch event by Guest-of-honours Kelvin Wong, Assistant Managing Director of EDB, and Jerry Buhlmann (pictured above), Dentsu Aegis Network Global CEO. There was also a panel discussion which saw key clients Mastercard and Starwoods examine the opportunities of harnessing the power of data as well as the challenges of using sophisticated analytics and data science for business.