GOVT is an independent creative agency from Singapore that believes in creating advertising that doesn't feel like advertising, and that it can disrupt the industry with human capital as its main currency. Armed with 55 like-minded folks from diverse backgrounds, GOVT creates culturally relevant campaigns, from its base in Tiong Bahru, with an international flavor, blurring the lines between traditional advertising, pop culture, data science, tech innovation, and consumer experience, for clients such as OCBC Bank, Netflix, Chang Beer, National Gallery Singapore and Ben & Jerry’s.
For The Betterment of Good.
Where it is easy to be satisfied with simply getting work across the line, that is the biggest danger to our existence as well. The way we work, think and deliver needs to change. For The Betterment of Good pushes us to offer clients business solutions rooted in creativity, instead of one-off advertising solutions.
Integrated, Branding, Design, Experiential, Digital, Social Planning
Top 5 clients1. OCBC Bank
2. Chang Beer
3. National Gallery Singapore
4. Ben & Jerry’s
5. History Asia
Navigating the agency from operating as our client’s agency, to that of being our client’s colleague.
This is nothing ground breaking, but perception plays a huge role in how agencies are viewed and used. The industry is speaking from a viewpoint of being a communications consultancy, but aren’t we supposed to practise that in the first place? If we aren’t value adding to our clients in terms of strategic consulting, then what are we here for? The irony of “innovation” in advertising is that although marketing itself has changed dramatically, agencies still operate in the same way – keeping the same processes, writing the same briefs and pushing back to the clients with the same excuses.
We prefer to think about innovation in terms of how can we creatively add value to our clients’ businesses beyond just an ad. Top level strategy, walking the corridors and the “battlefields”, intimately understanding what keeps the CMO awake at night. This is what we should be practising, and this begins with questioning the norm as much as we can.
Southeast Asia, Experiential Agency of The Year 2017 – Campaign Asia
Creative Agency of the Year 2017 (Local Hero) – Marketing Magazine
Hall of Fame, Campaign of The Year 2017 – OCBC Bank “Stay True”
ADFEST 2017, Bronze – Maggi “Sampling Booth From Hell”
Spikes Asia 2017, Bronze – HISTORY Asia “Buy Out Slavery”
EFFIES 2017, Silver – Maggi “Sampling Booth From Hell”
EFFIES 2017, Bronze – HISTORY Asia “Hokkien Vikings”