As brands strengthen their in-house capabilities, Nicholas Ye, CEO and co-founder of TSLA, believes brands are increasingly looking to agencies for “specialised capabilities”.
“One of these areas is creative technology—applying technology to create new digital assets such as apps, products, and online communities to enhance brand experiences,” said Ye.
For TSLA, the changing consumer behaviour landscape and the proliferation of “touchpoints” means that a brand’s product or website is often more powerful than what the brand says about itself in advertising.
“User experience is a key skill set for brand building going forward,” said Kelvin Wong, assistant managing director of the board at EDB.
TSLA’s global UX lab will focus on three areas: user experience (UX), technology, and product design. According to the agency, the aim of the lab will be to offer clients a wider array of technology and UX-related offerings such as rapid prototyping and form factor simulations delivered within “tight advertising timelines”.
The establishment of the UX Lab will also be supported by talent development efforts through the exposure of TSLA employees to global leadership conferences and training seminars.
In addition, the agency hopes to attract talent outside of the traditional advertising industry, such as engineers, architects, and designers in the field of robotics, systems and info-communications.
The EDB’s involvement with the agency is part of a joint effort to make Singapore a “global talent hub” where innovative work and ideas can be “exported to the rest of the world.