Nair noted the move is in line with its belief of no-line approach, and supports offering integrated services to clients. A lot of agencies in UK and US, she added, have been digitalised and the agency is following the trend.
“I think what is new is the change from a silo approach to digital, which is how it has been for many advertisers, to a truly integrated approach,” Nair told Campaign Asia-Pacific. “Our focus is helping clients understand the inter-related effects of each digital activity, such as the effect of social media activities on search results and SEO.”
It is also working with clients to determine the value of each digital activity component on the consumer’s path to conversion.
Employees will be trained in digital media and related areas. The network also provides specialised training programmes, including SEO, content architecture, social, search and mobile.
“Increasingly, clients are looking for a regionalised approach to digital media, which means we are developing regional strategies in Singapore and executing them regionally from this market,” Nair said.
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