Dentsu Singapore expands NCS partnership as its first brand agency of record

Dentsu Singapore has led NCS's award-winning brand and B2B transformation campaigns as its lead agency partner since 2021

Dentsu Singapore has been appointed brand agency of record by leading technology services firm, NCS, following a competitive pitch. The appointment expands dentsu's remit as NCS's incumbent lead agency partner since 2021.

As NCS's first brand agency of record, dentsu Singapore will tap its integrated marketing capabilities and innovative B2B solutions to continue building brand trust and innovation for NCS in the Asia-Pacific region. The agency will be responsible for providing strategic consultancy and recommendations across all the brand touchpoints to elevate NCS in its next evolution.

Prakash Kamdar, CEO, Clients & Solutions, SEA, and CEO, dentsu Singapore & Indonesia, commented: "As a network that takes a people-centred approach to business transformation, we are delighted to be able to support NCS's vision to harness technology to advance communities and shape society. This is an enduring relationship that has sparked remarkable brand outcomes in the region, and we are confident of scaling the NCS brand to new heights as we embark on our expanded partnership with this appointment."

Abigail Crosby, Managing Director, Merkle B2B, CXM Group, dentsu Singapore, commented, "We are deeply appreciative for the opportunity to continue our work with NCS, helping to evolve the brand in the region. The best brand experience can only be delivered when it is thought through every touchpoint of the client journey, agnostic of the platform and content format. Our dentsu team is able to provide and demonstrate this holistic expertise and consultancy and we are thrilled that this shone through and enabled us to renew the partnership with NCS."

Dentsu Singapore was first appointed by NCS in 2021 as lead agency partner to launch its new brand and identity campaign to the region, and has since played a key role in the end-to-end delivery of branding, creative, strategy, social media, web redevelopment, as well as employee experience, for its B2B transformation journey. This includes the delivery of an extraordinary phygital brand experience across Singapore, Australia, and in the metaverse, for the launch of NEXT, NCS's digital services arm which offers clients deep-tech capabilities and end-to-end digital services. Across the markets, NCS's brand transformation campaign video in collaboration with dentsu saw over 115 million impressions, reached 12 million viewers, and resulted in a 14% uplift in online brand sentiment.

NCS's rebranding campaign was recognised for excellence in relaunch marketing and marketing transformation at Marketing Interactive's Marketing Excellence Awards 2022. Its radical collaboration with dentsu Singapore also clinched Best Agency-Client Partnership (Silver) at Marketing Interactive's Agency of the Year Awards 2023.