Content marketing, particularly branded content, is changing into much more essential in the eyes of advertisers’ this 12 months. A report by market analysis agency Advertiser Perceptions discovered that greater than half of advertisers utilizing paid branded content say doing so is extra vital than it was a 12 months in the past. More than a 3rd of respondents (32%) elevated spending on branded content. There was additionally a rise in spending for influencer marketing. The high three causes for utilizing branded content are enhance product consideration, drive gross sales and attain new goal customers.
Meanwhile, on the B2B entrance, Forrester discovered that companies danger shedding 19% of their annual income when Millennials (ages 18 to 35) discover their marketing content ineffective. This implies that a theoretical US$10 billion firm can danger shedding US$1.9 billion of income because of their content marketing messages, format decisions, and spend lacking the mark, Forrester stated. Also, 57% of Millennials say a lot of the content marketing materials they obtain from B2B companies is ineffective. The majority of them (69%) additionally say the fabric from B2B companies is extraneous they usually acquire most of their data from different sources.
Be it B2C or B2B, content marketing undoubtedly is a crucial facet of marketing for a lot of firms. We checked out our 2021 Agency of the Year awards outcomes, which was unveiled throughout a digital ceremony held on 8 July 2021, and listed who our judges thought have been the 5 greatest content marketing agencies in Singapore under alphabetically. Our record of agencies received over our impartial panel of high-calibre, client-side entrepreneurs not solely by displaying the work they’ve finished for purchasers but additionally by their need to nurture expertise and create proprietary merchandise for the execution of world-class campaigns.
Mashwire
Mashwire began its operations in Singapore in 2013 with the mission to connect with gentle up relationships and the imaginative and prescient to have fun significant relationships with its purchasers. It adopts a framework that integrates the model into the patron’s journey, connecting them with the model with a sturdy content ecosystem, and inspiring advocacy.
In 2020, the company efficiently executed campaigns that span from audio marketing to AR filters, to a differentiated influencer programme for notable manufacturers equivalent to Pokka and Nestle Group. The company additionally received the accounts for secured extra accounts for brand new purchasers, together with Yeo Hiap Seng, Reckitt Benckiser and Auric Pacific. It has additionally invested in completely different digital instruments equivalent to Isentia’s Mediaportal to unearth shopper insights to bolster its consumer-centric proposals. According to the company, this extremely enhances its lean and small crew.
With small numbers, the corporate additionally encourages “cross-pollination” of its staff’ talent units, which permits most people to multi-hat. Designers and builders have been uncovered to marketing methods and frameworks to assist them respect the content, whereas the marketing crew is uncovered to design considering, fundamental design theories and UX rules to help in strategising and content curating. With the concentrate on digital transformation throughout the pandemic. Mashwire additionally invested in coaching programmes to equip its crew with new information to satisfy the calls for of the business.
Meet Isaac
(*5*) in 2014, Meet Isaac has developed right into a full-service digital company from a digital marketing company. It is a part of the Ascentis Group of Companies, a number one native CRM supplier in Singapore since 2003, offering loyalty and CRM options for retail, F&B manufacturers in Singapore and the area.
Being an built-in marketing company, Meet Isaac is ready to get a chicken’s eye view of shopper’s marketing campaign aims and become involved in each stage from conceptualisation to the utilisation of creatives to satisfy stated aims. Its portfolio of purchasers embody manufacturers equivalent to Starbucks, NTUC Income, Crystal Jade and Guardian.
Aside from digital and social media duties, Meet Isaac additionally supplies loyalty programme companies as certainly one of its niches, and is, due to this fact, capable of successfully combine gamification into its purchasers’ loyalty programmes. The company has even dabbled in AR in its efforts to turn out to be a pacesetter in the business.
As a part of its employment growth initiatives, Meet Isaac has taken steps to make it possible for most of its crew is Facebook Blueprint licensed and that the account servicing crew Google Specialists. The crew has additionally attended LinkedIn programs in addition to inner management boot camps. To encourage work-life stability, Meet Isaac additionally has designated no conferences Fridays in addition to versatile working preparations equivalent to limitless versatile leaves and staggered working hours.
Mutant Communications
Originally a PR company in 2012, Mutant is now a regional company with places of work in Singapore and Malaysia, servicing purchasers throughout Asia Pacific and globally for his or her PR, content marketing and branding wants. With heavy shopper funding in the built-in PR and content framework, Mutant has branched out into providing new companies, together with digital marketing, in addition to its personal Mutant Branding and Mutant Specialisations which concentrate on media coaching, disaster communications and employer branding.
Notable manufacturers that Mutant works with embody Facebook, LinkedIn and M1, to call a number of. On high of that, Mutant additionally received a string of massive manufacturers equivalent to Disney SEA, Singapore Sports Hub and PayPal APAC, amongst others, and boasts a win fee of 60%.
Mutant’s satisfaction lies in its folks and tradition, which it quotes as the important thing to its success. It has a crew of 30 Mutants and has a retention fee of 85% regardless of the pandemic in the previous 12 months. Aside from offering psychological well being help, intentionally specializing in gender equality, and increasing its flexi-work choices, Mutant’s different stand out effort is its progressive maternity coverage, the place it established a gradual return coverage to make sure that all new moms can discover the stability they want, whereas working carefully with their speedy crew members and managers to ease again into the fold. It has additionally proven its help for the LGBTQ+ group by internet hosting occasions to champion rights, equivalent to Singapore’s first Queer Media Mixer for Pink Dot 2019.
Ogilvy Singapore
Under new world management, Ogilvy repositioned itself in hopes to be the world’s greatest company associate and platform for progress for its purchasers in 2020 by remodeling its predominantly social content manufacturing studio right into a full-service content marketing functionality.
With strains changing into blurred between promoting and content, Ogilvy Singapore made a leap ahead to create a Content as a Service (CaaS) providing for purchasers final 12 months. Its CaaS providing leverages a mixture of social, expertise, information and artistic experience. Ogilvy has additionally created a brand new director of content position in June 2021, appointing Anggie Aprilla to leverage its inventive expertise, partnerships and supply framework to assist purchasers reply to altering market forces and shopper wants at pace. Regional chief supply officer Amir Mireskandari stated Aprilla represents one of many first of many vital roles it’s seeking to set up in this house because it continues to see large progress in its content companies providing.
In addition to the manufacturers that it presently works with, equivalent to HSBC, OCBC, MCCY and National Arts Council, the company managed to bag a slew of recent purchasers in 2020. They embody Google, Facebook, National Crime Prevention Council, Dairy Farm and the Monetary Authority of Singapore, amongst others. Ogilvy firmly believes in a racially, ethnically, and culturally numerous workforce, the place all views are valued. The company touts a various management group of 25, comprising 9 completely different nationalities and 11 feminine leaders, with a median of 10 years with the company throughout the group.
Wild
Wild is a inventive company pushed by information and deep shopper perception. Harnessing the facility of content, digital and social media to have interaction and transfer folks emotionally in the direction of manufacturers, Wild goals to create work that’s persuasive, genuine and memorable.
The company creates concepts and options primarily based on discovering customers’ motivations, by using modern analysis instruments equivalent to Jobs-To-Be-Done. The company additionally distills shopper micro-moments to grasp their shopper journeys and use it as an integral half to drive content planning. Wild touts a win fee of 75%, bagging new purchasers in 2020 equivalent to Singapore Art Museum, Ministry of Culture, Community and Youth, Jurong Town Corporation and Malay Heritage Council, National Heritage Board. They joined Wild’s current portfolio of purchasers, which embody notable names equivalent to CPF, LTA, MSIG and SMU, amongst others.
The company is 40 robust with a 20% expertise depend who has been with the company for over 5 years main the crew. Wild additionally joined Japanese community Prap Group earlier this 12 months in February to develop its regional footprint, in addition to to faucet on Prap’s community and capabilities to additional strengthen its providing to purchasers, fulfilling the widespread imaginative and prescient of constructing a number one digital company community in Southeast Asia, stated Wild in an interview with MARKETING-INTERACTIVE.
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