Source: Marketing Interactive

Singapore: Dentsu Aegis Network, a global leader in media, digital and creative communications has launched the “Dentsu Aegis Network Global Data Innovation Centre – the network’s first-ever R&D centre.

Supported by the Singapore Economic Development Board (EDB), the Singapore-based centre will develop and produce innovative applications and serve as a hub for data scientists and technology talent for the entire network globally. It also drive Dentsu Aegis Network’s leadership in data excellence and power the exponential growth in digital media expenditure driven by mobile, video and programmatic advertising, said the network in a release.

EDB’s assistant managing director Kelvin Wong said, “Dentsu Aegis Network’s choice is a boost to Singapore’s efforts to grow our data-enabled marketing innovation capabilities and develop a critical mass of applied analytics professionals. ”

Wong added global marketers are increasingly looking for talent who possess experience and expertise in leveraging data to drive new marketing practices.

“The new centre will offer opportunities for Singaporeans to build such deep expertise and play a key role in developing innovative solutions for brands worldwide,” he said.

Nick Waters (pictured), CEO Dentsu Aegis Network Asia Pacific, said, “Data is central to our business strategy and now all businesses require a strategy for the digital economy to remain relevant. Dentsu Aegis Network’s Global Data Innovation Centre allows us to hone data literate talent that will lead to a competitive advantage for our clients. “

Waters added that Singapore is a competitive global business hub and partnering with EDB is a huge strategic advantage.

“We now have access to the world’s best talent, world-class technology and business infrastructure, and be situated close to the world’s most dynamic markets,”  he said.

The Global Data Innovation Centre will grow to more than 25 high calibre data talent based in Singapore, working closely with Dentsu Aegis agency brands from the network’s top 20 markets including the US, the UK, China and Australia. This curated group will converge and collaborate internally and solutions developed from the centre will be deployed to its worldwide operations and adapted to solve clients’ marketing data challenges.

Audrey Kuah, managing director, Dentsu Aegis Network Global Data Innovation Centre, said, “The fourth industrial revolution requires the augmentation of our human expertise with intelligent technology in order to achieve the next level of growth in our industry.”

As the world of data continues to grow exponentially in the advent of connected devices, IoT, industrialised digitisation of the economy and the way people move through digitised networks, Dentsu Aegis Network seeks to develop future forward products that will enable marketers to leapfrog competition, connect more powerfully with their audiences and ultimately to power their business.”

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