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Discovery
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What do you think will be the most exciting development in your market in the next months?
E-commerce continues to grow exponentially — and everyone here in Singapore loves to shop. We definitely expect this space to drive innovation.
In your opinion, what categories are doing really interesting communications work right now?
I think that’s Unilever’s Lifebuoy AI defence system which was a brilliant life changing piece of work. PHD used AI to detect potential outbreaks and deploy communications. It is not a surprise that this idea has made it to being shortlisted for PHD LightAwards — read the full story here:
Claire Taylor PHD Singapore
Thinking about if there is one very speci c thing about the communication landscape in your market, what would it be?
Singapore is super-social and super-duper fast. Therefore, great stuff and bad stuff spreads quickly, and people don’t accept time wasting. We need to incorporate this insight in almost every campaign we do and make sure that it is “Singaporean-ized”.
“I think that we are facing many challenges in the wider (digital) comms space, but I believe that one of the core challenges our industry faces every day is continuing to
attract the best talent, while also growing from within.”
[Claire Taylor]
THE EDIT ISSUE 06 | Q2 2017