Nordic agency Superson launches Singapore office with global strategy specialist Martin Roll as Senior Advisor

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Nordic agency Superson launches Singapore office with global strategy specialist Martin Roll as Senior Advisor

Finnish creative agency, Superson, has opened a Singapore office to spearhead its expansion across Asia.


Championing agility and the sharing economy, Superson is built on two principles. Firstly, instead of a fixed in-house creative team, the agency selects specialists from a pool of trusted consultants. Secondly, the agency is marketer-run, where the client servicing teams are all former marketers themselves.

Superson Singapore is headed by managing partner and creative director Antti Toivonen (pictured left), who has over 10 years of Southeast Asian experience with networks such as TBWA, Ogilvy and R/GA.

“I’ve worked with freelancers for years in Singapore and was one myself too. I saw first-hand how the best talent started switching to self-employment. That’s where the world is headed, and we are here to embrace and enable this shift by empowering the specialists and strengthening the already-strong freelancer community. Through our business model, we bring efficiency to clients by building specialist teams based on their background, skills and passions. We have a proven way to do this at scale, helping our clients grow their business by catching this new wave,” said Toivonen.

In conjunction with its expansion across Asia, Superson has appointed Martin Roll (pictured right) as external senior advisor to the company on a global level. Roll is CEO of Martin Roll Company and has been living in Singapore for the past 20 years serving clients across the region and in 30 countries. Roll is an Entrepreneur in Residence and a Distinguished Fellow at leading global business school INSEAD, a former Senior Advisor to McKinsey & Company, and author of the global bestseller ‘Asian Brand Strategy’.

Working with CEO and co-founder Samppa Vilkuna and Toivonen, Roll will provide strategic counselling to Superson’s global and Asian clients on business strategy, global expansion and brand marketing.

“Superson provides strategic consultancy to help companies plug into the new sharing economy, and hence we are excited to be able to leverage Martin’s deep expertise from counselling Fortune 500 and large Asian companies,” Vilkuna commented.

“We see the future potential of agile and strategic agencies, who can easily adapt into local markets without the burden of fixed overheads and legacy models that are not fit for purpose in the digital age. The entire agency world is undergoing major shifts and the trend of self-employment is picking up, especially in Asia. Superson has a unique solution for this opportunity through their specialist model. I am thrilled to be part of this journey as part of the Superson Advisory Board,” added Roll.