SINGAPORE – DDB has made a strong focus on championing social impact by launching Tango5, led by Social Media Creative Director Benjamin Lee (aka Mr Miyagi), Content and Experiential Marketing Consultant, Josiah Ng and Strategist, Koo Ze-hou.
Tango5 drives advocacy work and helps organisations achieve greater social impact. It also builds on DDB’s ethos of ‘Creativity+Humanity’, having championed many ‘social for good’ causes in the past years. These include organisations such as National Volunteer and Philanthropy Centre (NVPC) where they created the brand for its corporate philanthropy programme ‘Company of Good’. It also brought to life ‘Our Better World’ by Singapore International Foundation.
Drawing on some of the work out of DDB in the last three years, the team has helped non-profit organisations like Breast Cancer Foundation (BCF), Bone Marrow Donor Programme (BMDP) and Our Better World, to create impactful outreach. They have also created a series of original content and orchestrated social media experiments for key clients such as Ministry of Communications & Information (MCI), StarHub, McDonald’s, SilkAir and DBS Bank. The Tango5 team is expected to lend its expertise for the recent appointment for the Nation Building campaigns by the Ministry of Culture, Communication and Youth.
“We are keen on social impact – done intelligently, cohesively – for our clients’ marketing. Social has become the most influential media for brands and causes. We are way past producing one-hit wonders and well into creating systemic, long-term social impact. And that means investing in top-class talent with exceptional skills – idea scripting, influence marketing, content production and brand advocacy– for a complete end-to-end offering. Benjamin, Josiah and Ze-hou are the new champions of social impact creativity,” said David Tang, CEO of DDB Group Singapore and Asia.
Social impact has grown from a passion for DDB Group to become an in-demand best practice for the agency’s work across its key clients. DDB’s move echoes the massive shift among consumers towards greater social consciousness and support for brands that are seen as leaders of change.
Recent award-winning case studies across DDB and Tango5 include, the social experiment series ‘The Labelled Chair’ and ‘The See-Saw Conversations’ helmed by Josiah, promotes social cohesion between Singapore and our foreign-born residents, ‘The Provision Shop’ telemovie under MCI on social integration, StarHub’s ‘Majulah Mums’ and OurBetterWorld by Singapore International Foundation.
Tango5 signposts yet another move by DDB Group to offer specialised marketing solutions with its T-divisions, as the agency hires more new-breed, top-class talents. Already, the agency group has seen breakthrough growth with Tribal (digital innovation), TracyLocke (shopper marketing), Track (portals and e-commerce) and Tasseologic (data-mining). It recently launched a global tech hub, Equator, in Singapore with the support of the Economic Development Board.
