Monks Appointed Lead Brand, Media and Data Partner for ComfortDelGro’s Zig in Singapore

Monks, the global, purely digital, data-driven, unitary operating brand of S4Capital plc, has been appointed by ComfortDelGro in Singapore as its lead brand, media, and data partner for its point-to-point mobility business.

This strategic collaboration marks a pivotal moment for the Zig (“劲”) brand as it consolidates its taxi, private-hire, payment, and ride-hailing services into a single, tech-enabled identity to drive the next phase of the Group’s point-to-point mobility strategy in Singapore.

The partnership begins with a brand refresh and multi-channel integrated campaign. The evolved identity retains what makes the Zig brand distinctive while introducing new energy and personality.

The new brand platform “Time to zig” celebrates the choice and freedom Zig gives everyday Singaporeans as well as its taxi and PHC drivers. The ‘Time to Zig’ campaign will come to life across OOH, social, digital, event experiences and a series of films that showcase the “Time to Zig” moments. Featuring local SG references, cringeworthy situations and relatable moments, the campaign aims to create new and meaningful connections with riders and drivers.

Monk’s media and data practices are also supporting Zig with the campaign media and enhancing its data capabilities.

“The appointment marks a timely and thoughtful evolution of ComfortDelGro’s point-to-point mobility business, uniting the Group’s deep operational strengths with a renewed focus on freedom, trust, and the human experience. This is not only about delivering more and better rides, but also building a customer centric point-to-point ecosystem that empowers people with greater freedom to move, earn, and connect with confidence,” said Joshua Kuah, Head of Marketing, Zig by ComfortDelGro.

Yasmine Mansour, Head of Growth, at Monks South East Asia, said: “We’re proud to partner with ComfortDelGro P2P at this pivotal moment for Zig. Our role is clear: ensure the brand works as hard as the platform does, with ambition, integration, and a relentless focus on measurable impact. This is the foundation for long-term growth.”

“It’s exciting to work with a brand that touches the lives of so many Singaporeans,” said Bill Davies, Creative Director at Monks Singapore. “We wanted to have fun with the brand, give it new meaning and bring joy to people in a way that felt authentic and relatable. It’s a brand platform that we hope can keep running and running, with lots of ways to put a smile on people’s faces.”