Blis recently produced a short film in association with The Drum and shot in Singapore, exploring the perspectives of CEOs from Singapore’s leading media agencies.
Singapore has become an essential location for media agencies, providing easy access to fast-growing markets such as Indonesia and the Philippines.
It also provides huge opportunities, and challenges, due to the unmatched proliferation of fixed and mobile internet access.
Mobile penetration is almost at 150 per cent, with fixed line home broadband nearing 95 per cent.
“One of the key differences with a Singaporean market as opposed to an American market or European market is the adoption of mobile, it’s very much a mobile- first market. 85 percent of consumers own a smartphone, the highest anywhere in the world,” says Greg Isbister, CEO of BlisMedia.
This breakneck adoption of mobile by consumers means agencies are actually being left behind by consumer behavioural shifts.
“Marketing agencies and brands are actually far behind consumer adoption of mobile devices and they need to sort that out,” says head of interaction APAC at MEC, Ben Poole.
The film, which digs deep into these issues, also features contributions from: Zenith Optimedia CEO Adam Hemming; Mark Heap, Mediacom CEO APAC; Lou Dela Pena, CEO of Publicis Singapore; director of client development at Xaxis Singapore, Henry Stokes; and Harry Dewhirst, President of BlisMedia.