BBDO launches BTL agency in Singapore

According to a statement, the dedicated agency, named Hard Drive, will complete the BBDO/Proximity offering and give clients a single point of contact for their marketing communications needs. The agency will first tap into BBDO/Proximity’s current client base which includes Mercedes, SingTel, HP, Emirates, NETS, Aviva, Fonterra, J&J and Guinness.

“While BBDO delivers above-the-line big ideas and Proximity specializes in digital and CRM, Hard Drive will focus on being a fast moving offer that offers BTL, digital and retail capabilities to our clients and beyond,” said Jean-Paul Burge, CEO of BBDO/Proximity Singapore, in a release.

Esther Yue (pictured), who has worked in the creative services and production field, will lead the new operation as general manager. She joins from Saatchi & Saatchi Singapore where she was operations director.

Yue, who will report to Burge, added: “This is a tremendous and exciting opportunity, primarily because in the current market situation, delivering fast solutions for design, BTL and retail-based communication is so essential. I will be looking to find the best people with whom to build the agency.”