R/GA SG’s Brady Ambler takes on additional strategic mission, shares plans for new role
R/GA APAC has appointed Brady Ambler (pictured) as executive director of strategy for its Brand Design and Consulting unit, where he will lead the unit’s strategic arm as it expands in Southeast Asia. This latest assignment is in addition to Ambler’s current role as Head of Strategy for R/GA’s Singapore office. He will lead Brand Design and Consulting APAC alongside ECD Ben Miles, who was appointed last year.
Having doubled its team over the past three years, Ambler now leads a team of strategists in the areas of product strategy, brand strategy, experience strategy, creative strategy, social strategy and community management, working on the R/GA pillars of business and brand transformation, experience transformation and marketing transformation.
Ambler brings a wealth of regional experience to the team. Having spent over seven years between Hong Kong and Singapore, Ambler has played regional roles in the past and worked with clients in China, Korea, Thailand, Vietnam, Cambodia, Malaysia, Indonesia, Philippines , Australia and New Zealand.
Ambler said INTERACTIVE-MARKETING that he has spent his 15-year career in strategy at creative boutiques, design studios and digital agencies around the world, enabling him to advise clients on all aspects of their brand, from strategy to long term to concrete marketing plans. Ambler also oversees all strategic work for R/GA’s Singapore office, including brand, experience, product, communications and social strategy.
Launched last year, Brand Design and Consulting was created to partner with clients to create strong, relevant brands rooted in business and connected through experiences. Since its launch, Brand Design and Consulting has worked with clients such as ComfortDelGro, CottonOnGroup, Reejig, Reebelo, Singlife, Smartpay and UUB, among others.
This year, Ambler said Brand Design and Consulting is looking to work with courageous partner clients who want to have a positive impact on the triple bottom line. “At R/GA, our goal is to create a more human future and we want to work with brands that share this ambition. One area where we are looking to make a difference is the Web3 space. how to bring more humanity into metaverse, crypto and blockchain conversations,” he added.
Dorothy Peng, VP, MD, R/GA Singapore said Ambler was a force to be reckoned with. “Over the past three years, Ambler has been instrumental in pioneering new ways of working and practices, partnering with our clients to create strategies that have impacted the roadmaps of innovation, business visions and strategies, communication platforms,” he added.
Read the rest of his interview here:
INTERACTIVE-MARKETING: What is Miles’ vision and your vision for the team?
Ambler: We are focused on creating a new global standard outside of APAC. We believe this is the most exciting region in the world and the most powerful brands of tomorrow will emerge from here. However, for this to happen, the brand has to be done right. At R/GA, we turn brands into an operating system. The brand is the engine of business growth. It’s what inspires employees, informs new products and services, and gives meaning to everything an organization says or does. It is one of the most important investments an organization can make.
We also want to continue building brands that matter. We had the opportunity to work with a re-commerce platform committed to reducing electronic waste. We helped a workforce intelligence company working to make the future of work more meaningful. We partner with a climate consultancy that helps large corporations become more sustainable and a global retailer dedicated to improving youth wellbeing and belonging. It is important that our values always match our production.
Culturally we have something special and we want to protect it. We practice a rare form of collaboration where there is collective responsibility within the team for every element of a project. It really is a SWAT team approach to brand building and it has proven to be very successful. This extends to the wider R/GA network where we collaborate seamlessly to bring brands to life through experience, technology and communication.
INTERACTIVE-MARKETING: How has brand design evolved during the pandemic?
Ambler: We’ve seen a wave of customers start to take the brand’s purpose seriously. It is now widely recognized that the goal cannot be a lofty aspiration, it must be achievable. It must be the engine of the company’s behavior. Many brands realized that they had no purpose or that the one they had was insufficient. In this regard, many customers have placed more emphasis on internal engagement. There is a clear need for better employer branding to recruit and retain talent.
From a design perspective, there is an increased appetite for more comprehensive branding systems. Verbal design, behavioral design, motion design and sound branding are now just as important as visual design. This is intrinsic to the R/GA brand as an operating system philosophy.
INTERACTIVE-MARKETING: What trends is the team looking forward to in 2022?
Ambler: We are passionate about ESG. We are currently working with an information governance platform that helps companies comply with ESG. This is one of the most important projects we have ever undertaken. ESG should be at the core of every brand’s purpose and an integral part of every business decision. We look forward to partnering with other companies to help them build their brands around ESG.
We are also excited about all the opportunities Web3 provides. Brands can serve people in so many new ways and it challenges us to reinvent what is possible.
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