Singapore sees opportunity in adversity. A swamp has become a global city. A lack of natural resources has become a hub of waste re-use. A small domestic market has become a regional powerhouse. That’s pretty inspiring.
Singapore is a hotspot for so many young talents and industry leaders. What has contributed to that?
In our industry, it’s been cyclical. In the early 2000s, Singapore was a hotspot for creative talent who have gone onto much bigger things. Dave Droga probably tops the list. But it has also spawned some pretty dark days of scam, which resulted in plenty of awards, but also an obsession with vacuous work. In the last few years, the better agencies have been getting back into work that makes a difference to clients. It’s not always high profile, but it’s helping to rebuild trust and attract good talent again. So when creative talent and tech leadership finally aligns, we’ll see the profile of creativity here receive more recognition.
What would you say is the most unique aspect Singapore offers agencies?
The chance to work on regional and global work is one of the biggest attractions here. The Singapore domestic market is tiny and limited in its opportunities, but the established and emerging international businesses are all here, with their eyes firmly focused outside of Singapore. So, with that, agencies have a great mix of cultures, nationalities and outlooks. Both of these are a great drawcard for talent of all levels.