SINGAPORE — Singapore-based pop culture marketing agency Culture Group, an authority for delivering transformative brand solutions rooted in popular culture, has appointed former Dentsu Global CEO of Content & Creative, Dick van Motman, as Chairman of its Advisory Board.
Founded in 2016 by Michael Patent, Culture Group is a new breed of agency that serves as a creative and commercial bridge between brands and pop culture, pairing them to create business outcomes in Asia’s most dynamic markets.
In the last four years, Culture Group has delivered transformative solutions to help brands such as Tencent, Riot Games and Globe Telecom to reach the region’s thriving Millennial and Gen-Z consumers. Most notably, Culture Group was the commercial and creative force behind Riot Games’ strategic partnership with Nike, which is defining the look of the modern esports athlete through streetwear and sports apparel in China.
In 2020, Culture Group accelerated its growth in Southeast Asia through a series of client wins, most notably, being appointed as agency of record for Wattpad Brand Partnerships for the region, a youth marketing engagement for leading telco Cellcard in Cambodia, and a Gen-Z focused mandate with feminine hygiene company Charmee in the Philippines.
It is with this growth that Culture Group welcomes Dick van Motman as Advisory Board Chairman. In his role, van Motman will advise on market entry and development, mergers & acquisitions and executive mentorship.
Van Motman brings 30 years of experience in building brands and businesses globally, having led Dentsu Aegis Network as Global CEO of Content & Creative, and Chairman of Dentsu Southeast Asia. An active investor and advisor to disruptive businesses, van Motman is in the process of setting up a soon-to-be announced consulting and investment group which will focus on accelerating the growth of disruptive businesses in emerging industries.
Commenting on his appointment as Chairman of Culture Group’s Advisory Board, van Motman said, “I’m delighted to partner with Michael and the team to lead their advisory board as they embark on an aggressive growth plan across Southeast Asia. The combination of strategy, creativity, production and strong leadership place them in a unique position to define how brands leverage pop culture to create business success.”
He continued, “In a dynamic region where demographics are skewed younger, digitally adept and in search for expression and identity, brands that are anchored in pop culture thrive commercially. Culture Group’s uncommon approach goes beyond advertising and seeks to drive brands to consciously forge a connection with the right passion point.”
Founder & President of Culture Group, Michael Patent, said, “Dick’s unparalleled history in the region and commitment to developing the next generation of transformative businesses is why we’re excited to partner with him as we embark on our next phase of growth.”
Culture Group has bolstered their Singapore HQ with a number of senior hires. They include Marie Lee who joins from Dentsu to spearhead the agency’s insights & strategy function in Singapore. Jakeena Malli joins from Mindshare as Group Account Director, and Angie Akaraskul joins from Brave Bison, as Business Director.
Other notable members of Culture Group’s Advisory Board include OgilvyEntertainment founding president Doug Scott, who is founding advisor, and Andrew Stott, founder and CEO of Stott Advisory.