30 May 2017

Building Brand Singapore’s Technology & Innovation Stories

In the second quarter of 2017, our Singapore team has been busy on a range of different research and branding challenges for Singapore and global companies with the shared theme of leveraging technology and innovation. We take a quick peak at some of these challenges and how our solutions are helping to shape the Singapore brand story in areas of productivity, digital transformation and industry thought-leadership.

SATS – designing a compelling experience to tell a ‘high-tech, high-touch’ brand story around innovation, productivity and empowering people.

Asia’s largest gateway services and food solutions company, SATS, is the poster-boy for productivity in Singapore. To showcase its investments in technology & automation, SATS required a high profile launch event for their Technology Innovation Centre (TechnIC@SATS). Working closely with the technology and corporate communications teams, we helped humanise the technologies employed across SATS’ operations, explaining them in layman’s terms and also how they will benefit employees. The event was held at Changi Airport Terminal 3 Transit area and attended by VIP airline and non-airline customers, regulators, business partners as well as Government officials. Mainstream media coverage was generated (Business Times and Straits Times) to showcase SATS’ announcement of a multi-million dollar investment in technology and helped position the SATS brand as a champion of people-led innovation.

DBS – exploring practical ways of working for insight & innovation teams to achieve better outcomes.

In 2016 Euromoney conferred on Singapore’s DBS its inaugural World’s Best Digital Bank Award, recognising the bank’s digital transformation and it’s customer-centric positioning. Our team was tasked with conducting interviews with key members of transformation-tasked teams across the region and to establish insights into how DBS’s ways of working might be improved in practice. Our research findings were consolidated into a recommendation.

Deloitte – crafting a branded naming system for a suite of RegTech solutions.

RegTech, the lesser-known but rapidly growing area of FinTech, is the application of information technology and analytics to aid regulatory monitoring, increase reporting efficiency and reduce compliance costs. The Deloitte APAC Forensics team engaged Sedgwick Richardson to create a branded platform to support a global thought leadership position and one that could leverage Singapore’s position as a global financial services hub. Following an aggressive timeline, our Singapore team developed a range of conceptual territories and, in consultation with the client, aligned the preferred territories to the Deloitte brand.

Dominic Mason

Managing Director, Southeast Asia

Dom is Managing Director at Sedgwick Richardson SEA. Originally from the UK, he has lived in Southeast Asia for almost 30 years, working for leading global and local brands across diverse geographic markets, industry sectors and product and service categories.