Photos: DDB Worldwide launches Equator satellite office at Temasek Polytechnic

SINGAPORE - Equator, DDB Worldwide’s first global centre of excellence for technology and innovation, has officially launched in partnership with Temasek Polytechnic (TP).

Low Yen Ling, parliamentary secretary for Ministry of Education & Ministry of Trade and Industry, witnessed the Memorandum of Understanding (MOU) signing between TP and DDB Worldwide to seal the long-term collaboration.

Low said that it is “very encouraging” that industry partners value collaboration with tertiary institutions, adding that Equator at TP represents a great opportunity for students aspiring to be creative technologists.

“Such partnerships support our Smart Nation and SkillsFuture efforts in equipping our workforce with the relevant skills and a competitive edge in various areas of specialisation, and we welcome more partners to join us onboard,” she added.

TP students will now benefit from working alongside top creative technologists and digital strategists by creating prototype concepts for commercial and community needs.

Supported by the Singapore Economic Development Board (EDB), Equator is slated to provide end-to-end technology solutions for DDB’s clients worldwide.

Equator’s satellite office at TP will provide a platform for authentic, practice-based learning and foster multidisciplinary practices among the students as they work with staff to create ideas and solutions to meet commercial and community needs, according to DDB.

A pool of students from the School of Informatics & IT, School of Design, School of Engineering, and School of Business will serve their internships at the on-campus agency. They will go through a dynamic learning programme, interact with real clients and be mentored by some of Equator’s 50 creative technologists.

These include TP alumni Jeff Cheong, president of Tribal Worldwide Asia and head of Tribal Worldwide Singapore, and Leslie Goh, managing partner and head of operations at Tribal Worldwide.

David Tang, CEO of DDB Asia, said beyond commercial innovation, DDB Worldwide hopes to invest in and groom the next generation of creative technologists in Singapore.

“With Equator, we hope to give students a hands-on opportunity to work on ‘live’ projects with the professionals,” he said in a statement. “We are thrilled to have TP students working alongside our staff as we strive to make Singapore a global hub for tech innovation.”

Equator’s very first project that is co-created with TP students is currently in progress. Students, under the mentorship and guidance of DDB technologists, are working on a community project called Personal Response for Emergency Situations (P.R.E.S.) – a mobile application that allows users to send one-touch distress signals to their loved ones and relevant authorities, alerting them to possible emergencies such as a terrorist attack or a disaster.

This partnership will also see DDB offering staff and student attachment opportunities in Singapore and, where possible, providing exposure to regional and global offices within the DDB network through virtual office discussions. Additionally, DDB will also sponsor special graduation prizes for TP students.