Dentsu Aegis Network officially opened its new Asia Pacific headquarters in Guoco Tower at the Tanjong Pagar Centre. The new offices will house all of its 10 network brands under one roof, along with innovation labs and R&D centre: Isobar NowLab, iProspect VoiceLab, and the Global Data Innovation Centre.
With the move to the new headquarters, Dentsu Aegis Network will now be able to accommodate over 750 of its Singapore-based staff in one location for the first time. All brands were previously located in five different office locations in the central business district. This co-location will help facilitate collaboration, foster innovation, and enhance efficiency as part of Dentsu Aegis Network’s unique corporate strategy.
The new regional headquarters launch was officiated by Indranee Rajah, Singapore Senior Minister of State, Ministry of Law & Ministry of Finance; Nick Waters, CEO, Dentsu Aegis Network Asia Pacific; and Kelvin Wong, Assistant Managing Director, Singapore Economic Development Board.
Mr Waters said, “We are excited to launch our Asia Pacific headquarters, co-locating all our teams within one building for increased collaboration opportunities and the ability to provide integrated solutions for our clients. This reflects our unique operating model with all agencies in the Group managed under one P&L, and is consistent with our ongoing strategy to co-locate our offices across the Asia Pacific region.”
The new 100,000 square feet headquarters was designed with the concept of agile working in mind. Singapore will be the first location in Asia Pacific to pioneer agile working which aims to provide a balance between work and personal needs as well as to facilitate collaboration.
Mr Waters continued, “We are pioneering agile working in our Asia Pacific business to foster a culture of empowered innovation to meet the demands of the fast evolving digital economy. This is crucial in enabling us to deliver continually strong work and results for our clients, innovate our products and services, and drive our long-term performance.”
The offices will also host Isobar NowLab, iProspect VoiceLab, and Global Data Innovation Centre to explore new emerging technologies and equip Dentsu Aegis Network with the necessary tools and capabilities to navigate through the digital economy successfully.
Isobar NowLab is a global initiative, an accelerator intended to catalyse innovation across Isobar. It provides an open and collaborative environment for the global NowLab community to share ideas and codes, build on each other’s experiments and help clients bring emerging technology and innovation projects to market. Isobar NowLab also runs hackathons, conduct R&D projects, and host permanent maker-spaces, amongst others.
Under iProspect’s global innovation series ‘Solving-X’, the agency has partnered with Google to create the iProspect VoiceLab built with Google which explores the new vocal relationship between person and machine. The experimental space currently explores how Voice technologies powered by the Google Assistant on Google Home can work for both consumers and brands. By using voice commands, participants can navigate, display and share Google data from platforms such as Consumer Barometer, Insights or Trends as well as talking to the room to control other connected devices.
Global Data Innovation Centre is the network’s first-ever R&D centre that develops and produces innovative applications and serve as a hub for data scientists and technology talent globally. First launched in 2016, the centre was built in collaboration with the Singapore Economic Development Board (EDB).
Singapore’s Industry Transformation Map (ITM) for Professional Services was also launched in conjunction with the opening of Dentsu Aegis Network APAC headquarters. The new office was selected as a venue for the launch as the business’ success in building digital and data-led partnerships and innovations sets an example for Professional Services firms in the creation of opportunities within the digital economy.