ASIA PACIFIC – December 18, 2013 – Ogilvy & Mather Asia Pacific is launching a new brand innovation unit. Based in Singapore, K1ND (pronounced ‘One Kind’) will be Ogilvy & Mather’s first brand innovation business in the region, with a strong focus on technology and design, the agency said in a press release. K1ND is being created in a groundbreaking partnership with Singapore’s Economic Development Board (EDB), which is fostering the city’s creative industries and skills base.
Covering Asia Pacific markets, K1ND will focus on two broad areas: digitizing product experiences and and developing innovative digital services. K1ND is also establishing an open-source innovation hub; business challenges will be briefed in to the new digital platform, with K1ND facilitating a process of ‘democratic development’. A core team of technologists, inventors and cross-disciplinary creatives is being hand-picked, though one of the start-up’s key features will be permeable staffing structures, with specialists drafted into teams tailor-made for each challenge.
MondelÄ“z International, the global snacking leader with power brands such as Cadbury chocolate, Oreo biscuits, Tang powdered beverages and Trident gum will be one of the first companies to partner with Ogilvy’s K1ND. In this new partnership, the company’s own innovation lab, Fly Garage, will collaborate with K1ND to create breakthrough, technology-driven consumer experiences. Born inLatam, the Fly Garage is an innovation incubator that creates digitally-enabled consumer connections for MondelÄ“z International’s brands.
Chris Reitermann, President of O&M Advertising, Asia Pacific, commented:
“K1ND is a transformative approach to creating new product and consumer experiences. It will combine technology-driven brand and product innovation with a new, more collaborative, style of working. The approach recognises that brands are increasingly built through consumer experiences rather than imposing brand messages on audiences.
“K1ND will accelerate business practice by harnessing the digital, creative power of the world’s leading agency, while aligning it to a new, radical business model. Functioning like a start-up, K1ND will work independently with clients in a modern office space, enabling us to work through the creative process significantly faster. We have received great support from the EDB and extremely positive responses from clients.”
Kelvin Wong, Assistant Managing Director, at the EDB, commented:
“K1ND’s open collaboration model will allow for the cross-interaction of creative talent across the marketing, design and technology sectors. K1ND will help brand owners in the region address business challenges and engage the Asian consumer through creative, technology-enabled solutions. We look forward to seeing K1ND drive world-class, innovative work from Singapore, which will bolster Singapore’s position as the leading Asian hub for marketing and communications activities.”
Bonin Bough, Vice President of Global Media and Consumer Engagement, Mondelēz International, commented:
“We’re truly excited about being the first company to partner with K1ND. Speed and innovation are the currency for a growth company like MondelÄ“z International, and this partnership will provide a springboard for continued success.
“Combining the resources and strengths of the Fly Garage and K1ND, we will create ground-breaking technology-driven consumer experiences significantly faster than ever before, giving us a competitive advantage in markets like Southeast Asia and Australia.”
