Dentsu Aegis Network has set up a research and development center that will focus on innovative uses of data.
The new operation is based in Singapore and has backing from the Singapore Economic Development Board. It will be overseen by Dentsu Aegis veteran Audrey Kuah, previously CEO for Aegis Media Singapore, and most recently chief client officer for Dentsu Aegis Network Southeast Asia
The unit, called the Dentsu Aegis Network Global Data Innovation Centre, will develop and produce innovative applications and serve as a hub for data scientists and technology talent for the entire network. The firm said it hopes that the work done at the center will drive further digital media expenditure, particularly in the mobile, video and programmatic sectors.
Nick Waters, CEO Dentsu Aegis Network Asia Pacific, stated: “Data is central to our business strategy and now all businesses require a strategy for the digital economy to remain relevant. Dentsu Aegis Network Global Data Innovation Centre allows us to hone data literate talent that will lead to a competitive advantage for our clients.”
Commenting on the location, Waters added: “Singapore is a competitive global business hub and partnering with EDB gives us a huge strategic advantage. We now have access to the world’s best talent, world-class technology and business infrastructure, and will be situated close to the world’s most dynamic markets.”
The GDIC will have a staff of 25 senior-level data specialists who will work closely with Dentsu Aegis agency brands from the network’s top 20 markets including the U.S., the UK, China and Australia. Solutions developed from the GDIC will be ultimately be deployed to DAN’s worldwide operations.