Building brands in a changing society

What marketing looks like 15,000 km from home

What marketing looks like 15,000 km from home

I moved to Singapore in mid-2013 so that I could discover what it’s like to work and live in one of the world’s most dynamic regions. Singapore is quickly becoming one of the major advertising hubs of the world, catching up to New York and London as Asia rises in prominence and global brands shift focus to high-growth markets. As an agency CEO said to me, it used to be that New York and London dictated when the conference calls happened, meaning that the Singapore teams had to wait up until the early hours. Now Singapore is setting the call times.

While Singapore itself is relatively small, with a population of just 5.3 million, it’s an easy access point to the rest of Asia for global brands and agencies.

Read the rest on the Canadian Marketing Association Blog.

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