ALT Worldwide launches brand experience agency THE LAB led by Leon Lai and Aaron Koh

ALT Worldwide, a communications company based in Singapore, and owner of creative agency GOVT, has launched its second subsidiary, THE LAB. THE LAB is a specialist agency, and in the interim, will be led by ALT’s Group CEO, Leon Lai and ALT’s Chief Creative Officer, Aaron Koh.

“We don’t need to be experts to know that communications are targeted at humans. And that’s what THE LAB was set up to build, a consideration for the human experience. Advertising has evolved from being a pusher, to that of needing to be a pull factor. And those pull factors exist in a variety of ways. People look for the overall customer experience, engagement and interaction, and that matters more than just the static advertising messages that brands are putting out. How brands behave today needs to be more important than merely what brands,” Lai said.

“THE LAB will staff itself with talents from a variety of disciplines – From content creators to spatial designers, from technologists to shopper marketing experts. Every brand is different, and that’s our aim – To create a unique personality and brand experience for each and every one of our clients,” Koh said.

Stepping onboard as THE LAB’s founding client is Heineken Asia-Pacific Export. THE LAB first worked with HAPE on the launch of Tiger Beer into Japan in May 2018. With the success of its maiden campaign, where Tiger Beer Japan secured 30 new distribution points, HAPE will work with THE LAB as it’s Lead Agency in 2018 and 2019 with the remit of HAPE’s International, Cider and Craft portfolio managing key strategic markets such as Japan, Korea, Taiwan and Guam.

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