Ogilvy Asia elevates creativity and innovation with launch of TK Labs in Singapore
Ogilvy Public Relations Singapore recently launched their regional ASIA hub for TK Labs at the What The Tok! Conference, held on Thursday, August 24, 2023. Attended by more than 70 invited guests, the event brought together visionaries, industry leaders, and innovators to explore the boundless potential of TikTok.
The conference unveiled TK Labs, a market-first initiative that aims to revolutionise creative development, influencer marketing, commerce, and media execution in the dynamic realm of TikTok. Anchored by a profound understanding of relevance as the new cultural currency, TK Labs is the driving force behind Ogilvy Singapore’s weekly engagement with TikTok, an exclusive distinction that solidifies the agency’s position as a torchbearer of innovative engagement strategies.
The regional TK Lab hub based in Singapore marks the seventh hub Lab launch for TK Labs across the Ogilvy global network.
“TK Labs by Ogilvy represents our dedication to innovation and our commitment to redefining the creative landscape in SEA/Asia through the TikTok platform,” says Anggie Aprillia, Director of Content at Ogilvy Singapore. “The What The Tok! Conference showcased our unique relationship with TikTok, underlining our agency’s vision of pushing boundaries and setting new industry benchmarks as we affirm our position as leaders in shaping the future of creative engagement in the digital age .”
Key takeaways from the What The Tok! Conference include:
• The importance of Shoppertainment; content-driven commerce that seeks to entertain
and educate first. It combines content and community to create highly immersive shopping experiences
• The true value of partnering with content creators for the longer term. It presents an opportunity to shape the future of categories and communities for brands to come out ahead of competitors
• Recognising the value of being on trend vs jumping on what’s trending now. Examine the behavioural shifts behind these trends to unlock new knowledge and opportunities for how to be on trend or even ahead of trends in the mid and long-term
• TikTok and Sound are an inseparable couple. About 9 in 10 TikTok uses say sound is vital to the TikTok experience, with TikTok sound-on campaigns being 2.2 times more effective at increasing brand awareness than competitors’ ads without sound
Emily Poon (pictured below), President of Ogilvy Public Relations, Asia, said: “Our partnership with TikTok enables us to create content that seamlessly integrates into people’s lives, adding value and resonance. This collaboration reinforces our commitment to crafting compelling culture-first, social-by-design campaigns that resonate deeply with audiences, building on our strength as the leading creative communications, social and influencer agency in the region.”
TK Labs provided a comprehensive overview of its impactful partnership with TikTok, revealing remarkable statistics that underscore its reach and influence across SEA/APAC.
Ogilvy was the most awarded agency at the 2023 Influencer Marketing Awards for the fifth consecutive year, taking home a total of 23 awards on the night. Our teams in Asia Pacific contributed 5 of those accolades, with 2 Gold, 1 Silver and 2 Bronze awards in categories spanning across Fashion & Beauty, Food & Drink, Health & Fitness, and Influencer Partnership. Ogilvy is the largest influencer agency in the world.
