Based in Singapore and soft-launched mid-year, the unit was created in partnership with Singapore's Economic Development Board (EDB) and has a strong focus on technology and design.
Covering Asia-Pacific markets, K1ND will focus on two broad areas: digitising product experiences and and developing innovative digital services. The unit's concept is that of an open-source innovation hub with a core-team of technologists, inventors and cross-disciplinary creatives.
One of the first companies to work with the unit is Mondelez via it's own innovation lab, Fly Garage. Mondelez will collaborate with K1ND to create technology-driven consumer experiences.
“Combining the resources and strengths of the Fly Garage and K1ND, we will create ground-breaking technology-driven consumer experiences significantly faster than ever before, giving us a competitive advantage in markets like Southeast Asia and Australia," said Bonin Bough, vice-president of Global Media and Consumer Engagement, Mondelez.
“K1ND is a transformative approach to creating new product and consumer experiences," said Chris Reitermann, resident of O&M Advertising, Asia-Pacific. "The approach recognises that brands are increasingly built through consumer experiences rather than imposing brand messages on audiences.