SINGAPORE – November 22, 2013 – A new marketing analytics center which measures why certain brand campaigns are successful and others are not will be launched in Singapore. Created by Ogilvy & Mather with the support of the Singapore Economic Development Board (EDB), the Marketing Analytics Center of Excellence will serve Southeast Asia.
In a world where measuring marketing effectiveness is top priority for agencies, Ogilvy Singapore has attempted to stay in pace by developing one a sophisticated marketing analytics systems in the world, the agency said in a press release.
“We welcome the establishment of Ogilvy & Mather’s new Marketing Analytics Center of Excellence in Singapore. It will help global brands penetrate Asian markets more effectively by translating consumer insights into customised, targeted and measurable marketing strategies. This is part of the EDB’s vision for Singapore as the leading marketing hub for Asia strategy, built on Pan-Asia consumer insights, media analytics and creative technology,” said EDB Assistant Managing Director, Kelvin Wong.
Will Adeney, Ogilvy & Mather’s Vice President for Marketing Analytics in Asia-Pacific added, “Ogilvy & Mather is delighted to partner with the EDB on this drive to grow Singapore’s reputation as a global center for marketing and data analytics. Marketers need much richer data in order to understand what makes consumers tick, not to mention the effectiveness of their marketing campaigns. Data analytics are very important, but only so far as they provide information on traffic, bounce rate and original visitors. We will be focused much more on data like business metrics, traffic, leads and sales, also what kinds of events or campaigns help turn visitors into consumers.”
Ogilvy & Mather already has an analytics operation in the industry, serving clients like SingTel, SGX, IBM, Nestle and UPS. The new Center will allow for greater capacity and capability for handling clients across the entire Ogilvy Group across the region.
Ogilvy & Mather Singapore also announced the arrival of Sutowo Wong to Ogilvy from Deloitte. Wong will lead up the rapidly expanding Singapore team.
“This year we have been building up the network’s depth of expertise across the whole region with several other senior marketing analytics appointments with Leon Bombotas in Sydney and Chris Brewer in Hong Kong. Sutowo’s arrival into this key position not only complements the advances made in other offices but allows us to take Ogilvy Singapore beyond where the network is today,” Adeney added.
The analytics hub will leverage the growing amount of online and offline data in order to derive insights for improved marketing planning and campaign performance optimisation which will support all functions across Ogilvy from traditional ATL advertising, digital marketing, CRM, social and PR.
