ERA Singapore taps DDB Group Singapore to lead brand strategy and recruitment campaigns

DDB Group Singapore (DDB) has been appointed as the creative agency of record for ERA Singapore. Effective from October, DDB will handle brand strategy and recruitment campaigns for the realty group. This marks the first time ERA Singapore has appointed a retained partner to lead its creative product.

ERA Singapore is a key member of APAC Realty, one of the region’s largest real estate agencies. APAC Realty operates in 13 markets with nearly 600 offices across Australia, Cambodia, China, Indonesia, Japan, Korea, Laos, Malaysia, the Philippines, Singapore, Taiwan, Thailand, and Vietnam.

Boasting 43 years of experience and a team of almost 9,000 trusted advisors in Singapore, ERA is poised for aggressive expansion to serve a new generation of savvy buyers and investors in the market.

DDB’s emotional advantage and strategic insight are poised to help ERA achieve its strategic growth targets and recruit new advisors, including experienced agents, new Gen Z agents, and career switchers.

The ‘I Choose ERA’ recruitment campaign will roll out progressively across media channels from 2 October. Over a span of 15 weeks, the campaign will make its presence felt island-wide through online videos, display ads, social media platforms, and out-of-home media, including digital bus stop posters and wrapped buses.

The campaign features four handpicked profiles to showcase the diverse stories of ERA’s trusted advisors, each reflecting how the group’s strong foundation has supported their growth and success.

Renowned for its commitment to innovation and first-class service, ERA is the only real estate agency to have won the Straits Times’ Best Customer Service Award three times in a row. The group SALES+ Super App, which harnesses AI to deliver real-time market intelligence and automated data-driven marketing materials, empowers agents with sharper insights and greater efficiency. ERA is also rated as the number one trusted brand in the real estate industry by both customers and real estate agents, according to brand barometer research by Edelman.

“Building brand trust is essential as we expand our operations from Singapore to the broader Asia Pacific region. We have the right tools and platforms ready to raise the game for every aspiring trusted advisor. DDB Singapore’s expertise in brand strategy will be instrumental as we navigate this next chapter of our growth,” said Marcus Chu, CEO, ERA Singapore, ERA Asia Pacific and APAC Realty.

“Since its establishment in 1982, ERA has become a household brand in Singapore, helping many Singaporeans advance with asset progression. I am excited to build on the legacy with smart marketing and partnerships, while equipping our trusted advisors with the right content and materials to better engage our clients. In DDB, we’ve found a partner to take this forward to greater heights,” added Lydia Wong, Head of Marketing & Communications, ERA Singapore.

“ERA has built an unbeatable reputation for trust and innovation. I am grateful for Marcus and his management for trusting DDB to lift ERA to a new level,” added Jeff Cheong, CEO, DDB Group Singapore.