Y&R inject new spark plugs in Singapore

Y&R Singapore has become first Y&R office in Asia to launch Y&R Spark Plug, which sees the agency open its doors, literally to a number of promising start-ups to enhance innovation. The Spark Plug program began in New York last year, when the agency offered office space to a handful of startups whose technology and thinking would be relevant to clients’ brands.  In exchange for the space, Y&R received complete access to their thinking, innovation and projects.

The program is expanding around the world, with Singapore being the first market in Asia, to be followed by Jakarta, China India and Thailand.  Camellia Tan, Director of Network Development for Y&R Asia will oversee Spark Plug in the region.

“At Y&R, we believe that creativity is all about the storytelling we do for our clients’ brands. But innovation is how we drive stories to create rich new experiences for consumers that attract them to a brand and sustain their loyalty,” said David Sable, CEO of Y&R. “The Spark Plug is a perfect example of how we are always on the hunt for the most innovative ways to engage our clients’ customers.  This program gives us access to incredible people and products.”

Unveiled as the first four start-ups and entrepreneurs are gaming company Gametize, talent manager Mike See of Riot! Records, social loyalty programme Squiryl and club DJ and promoter DJ Nomsta.

“The time is ripe for agencies to take conversations we’re having with clients beyond the domain of pure advertising, and deepen them into how we can help shape their business through core product and service development.  An idea like Nike Plus didn’t come from a brief about making a cool TVC, it came from taking a step back and thinking about how the brand could build a platform which would offer utility in consumers lives, within a context around the product offering,” said Tan.

“That’s the vision of Spark Plug, to bring the agency together with partners who are all driven by the same desire – ideas that actually make a difference to how people live, work and play,” Tan added.

Photo (left to right): Keith Ng – Gametize; Mike See – Riot Records, DJ Nomsta; Camellia Tan – Director Network Development, Y&R Asia; JJ Schmuckler, Global Chief of Staff Y&R; Mulyadi Syariffudin – Squiryl; Damon Widjaja – Gametize.