The Ultimate Guide to Advertising in Singapore Part 2

The Ultimate Guide to Advertising in Singapore

Advertising vs. Marketing — What’s the difference?

In our previous article, we talked about the types of advertising that you can find in Singapore. These range from the traditional print to social media platforms which are increasing in popularity. We also touched briefly on the differences between advertising and marketing. However, in order to truly understand what goes into a good brand strategy, we first need to look at the nuanced differences between marketing and advertising.

Marketing vs Advertising: Which Will Make You More Money?
What are the nuanced differences between advertising and marketing? (Source: Lyfe Marketing)

So what defines marketing? Marketing is the systematic planning of bringing awareness to your brand, defining your brand identity, and overall the process of making your brand a household name to consumers. Alternatively, advertising is about putting the plan into action — to really make your business seen and heard, be it in a physical space or a digital one.

Think of it this way — advertising is concerned with telling consumers that this is the product or service that you have to offer. Marketing, on the other hand, is concerned with crafting the right message as to why consumers should opt for your brand, amongst the thousand other companies out there.

It is important to note that not all businesses require advertising solutions, but all businesses should strive to market themselves as efficiently as possible. 

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The best advertisements always involve equal parts market research and equal parts creative thinking. However, conducting extensive research on a market may stretch beyond the limits of what a company could do, due to reasons such as lack of resources or untrained staff.

This is where a marketing agency can come into play. With the right tools on hand, they can assist in developing a thorough plan by studying the market data. Having to devote the company’s resources to planning a marketing strategy might put a strain on other work processes and delay efficiency. It is therefore generally recommended for brands to seek out an advertising agency when planning an advertising campaign.

However, choosing the right agency for your company may not be as straightforward as it may seem. As one of the financially densest regions in the Asia Pacific, it is important to stand out with a strong brand identity. Not to fret — we compiled a list of the top advertising agencies in Singapore to help you in your decision.

Top 8 Advertising Agencies in Singapore

1. MIU

MIU - A Creative Agency for All Things Digital | express purpose …

Despite the few years that MIU has been in existence, they have been steadily growing at an increasing rate. Looking at the satisfied reviews from clients, MIU has indeed quickly built an impressive portfolio for themselves. This agency provides all-around services like branding, digital strategy, and PR while ensuring the best for their clients — and that includes their advertising and marketing solutions.

2. Notion Age

Notion Age SEO Agency Singapore - Crunchbase Company Profile & Funding

This particular advertising agency has worked with a huge range of businesses, from startups to Fortune 500 companies. You can definitely trust them to handle all aspects of your marketing plan, be it the research or the execution. Having been around for almost two decades, Notion Age certainly knows the value of what it’s doing.

3. Digital Marketing Singapore

 

Also known as DMS, Digital Marketing Singapore has helped prominent clients like McDonald’s with their advertising campaigns. As a company driven by results, DMS puts in the effort to achieve the best possible outcome in every project that they take on. it is no wonder that they are among the top advertising agencies in Singapore with their unique marketing strategies.

4. MediaOne

MediaOne Business Group Becomes the Leading Digital Marketing Services Provider in Singapore

As an award-winning company, MediaOne prides itself for having a team of talented and experienced marketers that promise to deliver impressive results. From Fuji Xerox to Changi Airport Group, MediaOne’s marketing services are indisputable.

5. Edelman

Edelman (firm) - Wikipedia

With experts in various fields, Edelman’s focus on delivering new-age solutions to their corporate clients is part of what makes them stand out greatly. Having a positive reputation of representing their clients well, Edelman is sure to impress you with their expansive field of expertise.

6. Possible Advertising Agency

POSSIBLE | LinkedIn

Possible Advertising Agency, or PAA for short, is a niche company that zeros in on their advertising solutions and innovative strategies. They are certainly an agency to look out for when it comes to settling on an advertising agency that best understands your needs.

7. MediaKeys

Global OOH company Mediakeys simplifies services under one brand umbrella

As a 100% independent communications group, it is impressive how far MediaKeys has come. Expanding from its 9 regional hubs to offices in over 45 countries, MediaKeys is definitely a company that always strives to perform to the best of their capabilities. Specialising in leading international advertising campaigns, this agency will definitely not disappoint.

8. UM Singapore

UM Singapore makes three digital hires | Digital | Campaign Asia

With a distinct motto like “Can Lah!”, UM Singapore definitely knows how to stand out. Their wittiness does not just stop at their mission statement, however — the integrated solutions they provide proves their commitment to being the best in their field. With such a can-do spirit, UM’s constant innovation leads them to discover the best outcomes for their clients.

Despite the accelerated growth of online marketing in Singapore, it still has yet to reach its fullest potential. However, advertising agencies have to take note of the everchanging legal landscape brought about by such a rapid growth of the industry. It may not be easy for businesses to stay on top of their game with the high pace of changes, which presents an increasing need for agencies to step in for assistance.

Creative agencies often offer a variety of services that can be summarised in three categories — marketing, design, and advertising. Marketing involves the consulting, research, and planning activities. Design is more concerned with the visual, UX and UI experiences, such as web design. Last but not least, advertising represents the promotional and PR services. With MIU, we offer all three to the best of our abilities so feel free to drop us a message for more details on our advertising solutions.

Ikea Is the Best Solution for Your Sleepless Nights

Ikea Is the Best Solution for Your Sleepless Nights

Ikea’s new ad has been generating buzz amidst the marketing community, and it’s not hard to see why.

With its simple design, clean colours and sleek typography, the posters manage to grab attention with its visuals, spinning a clever twist on other energy-boosting products we so often see.

Led by agency Mother London, Ikea’s campaign seeks to promote sleep as the best remedy for productivity to their consumers. And what better way to get a good night’s rest than Ikea’s products?

Unlike most fad products marketed for sleep, Ikea’s bedsheets and pillows actually benefit you. At least, that’s what the ad seems to suggest. The common running theme in these posters is of their products being a “natural” solution to sleepless nights. The word ‘SLEEP’, too, features prominently across all three posters, which positions Ikea as the best brand to look to for sleep. After all, everyone needs a bedsheet. Why not go for the best?

Clearly, Ikea has done its market research. Capitalising on their consumers’ behaviour of relying on fads to cover up their lack of sleep, Ikea stepped up with their latest ad, Tomorrow Starts Tonight, to remind consumers that ‘Hey, you’re looking the wrong way. We’ve got the best products you need for a good night’s rest.’ Night creams, supplements and energy drinks don’t stand a chance against the big Swedish brand.

Not only that, but sleep has been found to be one of the factors greatly affected by the pandemic. As many people are losing sleep over such a drastic change in our circumstances, Ikea steps in with their latest ad campaign at just the right time to remind consumers once again of their amazing products.

They even made a TV ad with their take of the fable of The Tortoise and the Hare!

We all know how the story ends – the hare gets lazy during the race, and stops to nap under a tree, all while the tortoise slowly but surely overtakes him. In this cheeky prequel by Ikea, we are shown the hare’s busy schedule the night before the race. This all accumulates to him falling asleep on the couch as soon as he gets home.

Meanwhile, the tortoise wakes up refreshed and rejuvenated in another bed – one ladled with Ikea’s products – and is ready to start the race bright and early. In one last parting shot, we see the hare waking up a tad too late for him to win the race.

The underlying implication in the ad is that a lack of sleep often ruins your day of productivity. Tomorrow Starts Tonight is no doubt an ingenious campaign marketed towards the larger demographic of all those who’s lost sleep before (and who hasn’t?).

The Ultimate Guide to Advertising in Singapore

The Ultimate Guide to Advertising in Singapore

The world of advertising may be a complicated one to navigate, particularly in an era where options abound. You might get overwhelmed with having to make advertising decisions for your company. What should you advertise? Where should you advertise? How should you advertise?

First and foremost, you should understand that advertising is not the same as marketing. In fact, it is merely a subset of the larger branch known as marketing. Where marketing involves a lot more research, advertising is in its most basic form the act of promoting your product or service directly to your consumers.

At its core, marketing is a lot more customer-oriented, often consisting of data and analytics, where consumer behaviour is observed. Advertising, on the other hand, tends to be more product-oriented and involves putting information collected during the marketing stage into practice.

Most Common Types of Advertising in Singapore

illustration of traditional marketing vs digital marketing options
Examples of the types of advertising that exists (Source: 99Designs)

There are many ways to advertise your product or service in Singapore. Depending on your targeted audience, budget, and the product or service you are advertising, you may consider various platforms to promote your business on. Here are some of the most accessible types of advertising in Singapore:

1. Print advertising

One of the earliest forms of advertising available, print advertising refers to any type of promotion done on paper, such as in newspapers or magazines. This category can also include brochures, flyers and leaflets that can be handed out to consumers.

2. Cable TV advertising

Cable TV was also an early form of advertising that arose in the 20th century with the advent of television. TV ads are commonplace in Singapore, often manifesting as commercials that play during programme breaks. A huge demographic of Singaporeans still watch TV, so this is a good alternative to print advertising.

3. Mobile advertising

We’ve all gotten one of those messages before (Source: Disruptive Advertising)

Another device you can tap into for advertisement purposes, besides cable TV, is mobile phones. Although usually only used by specific industries (e.g. banks, insurance companies), it is a pretty well-known form of advertisement. Surely, every one of us has at least gotten an advertising message once in our lives — unless you don’t own a mobile phone.

4. Digital advertising

An up-and-coming form of advertisement, digital advertising involves anything that is conducted via online platforms. The most well-known examples include Google ads, social media ads such as TikTok Ads, and even paid content marketing. The online market is a huge base you could tap into, and many companies have begun to undergo digital transformation. Having an online presence is now seen as a necessity.

5. Outdoor advertising

Best department Store in orchard road - Robinsons The Heeren, Singapore Traveller Reviews - Tripadvisor
Digital billboards such as the one at Robinsons are but one example (Source: The Hustle)

Beyond the aforementioned types of advertising, the last type of advertising you can find in Singapore are outdoor advertisements. They generally include billboards, bus stop ads, display ads on the MRT and other such signage. Often placed in high traffic locations, outdoor ads are a quick way to get your message out there and attract your intended audience. Government ads tend to employ this method as a way to efficiently educate the general public.

How to Launch a Successful Advertising Campaign in Singapore

As previously mentioned, advertising is merely a subset of marketing. In order to conduct an effective advertising campaign, it is important to employ other marketing strategies along with your advertising campaign.

To plan an effective marketing campaign, we recommend companies to seek creative agencies for their marketing services. It is not always easy to come up with an impactful ad — look at this NETS e-payment ad that suffered backlash for its ‘brownface’ controversy.

Avoid pun-ishment this New Year! (Source: AsiaOne)

Of course, it is also helpful to look at past cases of successful ads that were done. These ads by the Singapore Police Force have received much praise for their witty yet impactful content. One of the reasons why such ads worked for the SPF was because they understood their audience. Knowing that the majority of their online audience preferred humorous content, the SPF crafted their ads to appeal to them.

With our experience in advertising as a digital marketing agency, MIU is confident in our advertising campaign ideas. Our advertising plans are merely a small part of our marketing package — browse the services we offer for a deeper understanding of our company. If you believe that our working style aligns with your company’s, you can hit us up for a free recommendation! After all, who doesn’t like free stuff?

Top 10 Creative Advertising Companies in Singapore

Top 10 Creative Advertising Companies in Singapore

With hundreds of creative marketing agencies out there, it’s not about finding one, but finding the right one. Marketing is so vital for businesses because it is ultimately what drives sales. Guess what — companies that blog get 55% more traffic and 57% of businesses get more customers through their company blog.

Still not convinced? Here’s some more numbers to munch on. 49% of users find a new product through Google, which is probably why 64% of marketers invest time and effort into developing their search engine optimisation (SEO) plan.

With the increasing digital consumption, it is more important than ever to work out a good digital marketing plan for success. To do that, you need a powerful creative agency behind you to generate leads and sales for your business. So what’s considered a great marketing agency? We present to you our list of the top 10 creative marketing agencies in Singapore.

1. Dentsu Aegis Network

We are Dentsu Aegis Network
Dentsu Aegis Network

Dentsu Aegis Network is a global marketing agency that understands how the digital economy has changed the way consumers shop. With constant innovation, Dentsu has worked with big brands including Disney Studios and Coca Cola, amongst others. Using the advancements in technology to their advantage, Dentsu has become a prime example of what a good creative marketing agency should strive to be.

2. Publicis Group

Publicis Singapore - IAB Southeast Asia & India
Publicis Groupe Singapore

Named after the French word for ‘advertising’, Publicis Group has since extended its reach to Asia where its influence can be felt in Singapore. With more than 330 offices in over 110 countries, Publicis definitely deserves its title of the world’s third largest communication group. Well-known agency Saatchi & Saatchi is in fact also part of the Publicis Group!

3. ActMedia Singapore

ActMedia Singapore Pte Ltd | LinkedIn
ActMedia Singapore

ActMedia Singapore won the Asia-Pacific Digital Marketing Awards 2018 for its work with Clinique SG. They are known for their online-to-offline (O2O) strategy, which was created to adapt to the changes in consumer behaviour and retail marketing. With such a revolutionary branding and marketing strategy, ActMedia has solidified their positioning in the industry.

4. Clickr Media

Clickr Media Singapore
Clickr Media

Boasting a client retention rate of 80% and a client satisfaction rate of 96%, Clickr no doubt deserves the success it’s built over the past decade. From a mere startup to working with over 300 clients, which include over 2000 campaigns launched around the world, Clickr stresses the importance of intimately understanding their clients’ businesses and goals before discussing the right strategy to take on.

5. Visibiliti

Visibiliti Pte Ltd - Singapore
Visibiliti Pte Ltd

Sometimes the way an agency markets itself speaks about their business just as much as their portfolio does. With a distinct brand logo that captures the eyes of potential consumers, Visibiliti does just as its name suggests. By helping their clients to gain visibility, Visbiliti has gained a reputation for its marketing strategy that is equal parts creative and equal parts effective.

6. Havas Media

Havas - AM Marketing, Media, Advertising News in MENA
Havas Media

Their works can perhaps be glimpsed in various corners of the internet — and that is what speaks to their success as a creative marketing agency. Seen the KIA ad for their new car model? Or the Puma Holograms advert? Those are the works of Havas Media. Holding a firm belief in creating meaningful connections, Havas Media seeks to improve themselves with every project that they embark on.

7. Amber Creative

Digital Marketing Agency | Web & App Design Singapore
Amber Creative

Largely specialising in web development and design, Amber Creative has helped many companies with their services, targeting a young and savvy demographic with their contemporary and aesthetic design. Although having been around for only a few years, they boast an incredible portfolio and has had their clients praise their work.

8. J. Walter Thompson Singapore

Singapore Media Awards

With 150 years of brand building and marketing history under their belt, J Walter Thompson is not an agency to be overlooked. They aim to create magic everyday through the collision of technology and ideas, which is perhaps what makes them stand out so much amongst numerous other agencies fighting to have their voice heard.

9. Impossible Marketing

Impossible Marketing New Logo
Impossible Marketing

Impossible Marketing has been known to be the best of their line with their track record of bringing clients to the top of the results in the search engine. Getting an increase in traffic volume and lead generation is bound to be a guarantee when working with them. Did you know they also offer courses that can be absorbed by SkillsFuture credits?

10. MIU LLP

 MIU Singapore
MIU LLP

Despite being fairly new to the industry, MIU boasts a history of successful campaigns with their clients, who have all seen immense results in their traffic growth, SEO and outreach. With many packages to choose from, including our epic SEO package and unlimited packaging design, MIU offers a plethora of benefits that you would not be able to find in another agency. Thorough and meticulous, we believe in giving our clients the best — whatever that may entail. From digital strategy, to branding, to PR and communications, MIU has got your back. Ready to start your marketing journey? Click here for a free consultation and let our work convince you.

Illustrators in Singapore and their Impact on Visual Marketing

Illustrators in Singapore and their Impact on Visual Marketing

Our list of the top 7 illustrators in Singapore

Design has become an increasingly sought after field. Although there is still a small handful of designers in Singapore that have made their mark, we can be hopeful with the increasing number of locals gaining outstanding portfolios.

As a creative agency, we understand how important it is to have a great design — particularly when it comes to digital marketing. Answer this: how likely are you to remember an aesthetically visual ad compared to one that is just filled with text? This is where artists come in — they are the ones working round the clock to create illustrations that make lasting impressions in our minds. Here’s our list of illustrators in Singapore whose work has caught our eye.

1. Mrn.a

10 Questions with Marina A, The Artist Behind Some of Singapore's Coolest Album Artworks - City Nomads
Marina’s dreamlike designs, with her unique style flavouring this piece. (Source: CityNomads)

Inspired by astrophysics with a retro element, Marina A’s illustrations are distinct, to say the least. Her designs can be seen all around Singapore — in fact, she has worked with labels like Apple, Zouk, Esplanade and more. She has also helped design posters for local bands such as Disco Hue and Ffion. Indeed, her unique murals can be seen in art exhibitions all around the island.

2. Anngee Neo

Anngee - Girlsclub Asia
Neo’s illustrated commentary about pollution on earth today. (Source: Girlsclub Asia)

Anngee Neo has made a name for herself with the impressive amount of work that she’s done. Besides having her work commissioned on tote bags, plates and murals, she has also illustrated many children’s books, including one written by the late President S. R. Nathan, titled The Crane and The Crab. She has also won awards for several other books that she has illustrated.

3. Kristonautopilot

Kristal Melson — Illustrious World
Kristenautopilot’s vibrant piece with hints of Asian authenticity. (Source: Illustrious World)

Kristal Melson has a slew of well-known brands behind her name and work. Having collaborated with big brands like Uniqlo, Facebook, and even the Apple Store, this artist deserves to be given a second glance. Her works are experimental with still a tinge of local flavour added to it to truly make it distinct.

4. Esther Goh

Insights from the Inside Vol III — Esther Goh - Illustration & Art Direction
Goh’s quirky illustrations which leave memorable impressions on their audience. (Source: Esther Goh)

Known for her dreamy style with soft yet vibrant colours, Esther Goh’s artwork definitely turns heads. In fact, she has caught the eye of brands such as Maki-san, Tiger Street Lab, and even the Singapore Writers’ Festival, of which she has done collaterals for. So if you find her work familiar, don’t be surprised!

5. Mindflyer

Mindflyer - Uniqlo collection
Ng’s depiction of Singapore’s new normal in the current Covid-19 pandemic. (Source: AsiaOne)

Having been commissioned by luxury brand Coach, local artist Michael Ng is the only illustrator in Singapore that can say that he has produced a limited edition series for Coach. With bags, footwear, and tee shirts in the collection, his artwork is proudly hand-painted onto each of these limited edition pieces, where he came up with a feminine design of the Statue of Liberty. He has recently also worked with popular Japanese brand Uniqlo for an exclusive Singapore collaboration!

6. Speak Cryptic

Artist Speak Cryptic | Buro 24/7 Singapore
Fajari’s black-and-white style definitely lends some cryptic vibes to his art. (Source: Buro247)

Farizwan Fajari, who also goes by Speak Cryptic, is arguably one of the most prominent illustrators in Singapore. His works have been displayed in Singapore Art Museum, Gilman Barracks, The Substation, The Projector, and many other such creative places. Charming and alluring, these works are a subtle commentary on current affairs in Singapore as well as Fajari’s attempt at taking on the human condition. Indeed, he lives up to his cryptic moniker.

7. Oak & Bindi

2012—2017 - Oak & Bindi
Yang’s mural on Haji Lane with her signature handwritten fonts. (Source: Cargo Collective)

Lydia Yang, known artistically as Oak & Bindi, has gone beyond working with local brands. Instead, her works can be found in festivals all around the world — from Jakarta to New York, and of course, not to mention, in our sunny island Singapore as well. Lydia’s murals can be glimpsed in The Substation, Dover Street Market Singapore, and more.

If you’ve found any of these artworks familiar, it might go to show just how effective a memorable design can be. Visual aspects can hold a significant weight when it comes to making an impact on your audience — and that is what we at MIU strive to achieve. With our spectacular and immaculate designs, we hope to be able to convey powerful messages for brands and express their purpose. Our designs can be found under our work portfolio, where we curate unique designs for each of our clients and aim for excellence for all your digital marketing needs.