Ascott tasks DDB to take brand to global platform

The serviced residence provider selected the agency without a pitch, to handle its three key brands -- Ascott, Somerset and Citadines. In addition, DDB offices throughout Asia and Europe will be charged with localising the global work. According to DDB Singapore managing director Richard Bleasdale, despite being the world's largest service residence network, The Ascott Group must belie its challenger brand status if it is to become a household name worldwide. "It's very much a challenger brand," said Bleasdale. "Its key competitors are hotels and, from a less traditional point of view, there are couple of US competitors, along with Fraser Serviced Residences." The Ascott Group hopes to emulate SIA in going global, and Bleasdale believes that it is well placed, if it leverages its key brand attributes. "It's very much focused around innovation and has built its business on innovating on the types of services it offers to clients," explained Bleasdale. "It also has a property called 'Heartware', which is kind of a rallying call for all of its people."