SINGAPORE - WPP-owned global insights consultancy, Kantar, is partnering the Singapore Economic Development Board (EDB) to launch here its first research and development hub in Asia.
The Brand Growth Lab will focus on advanced analytics and use Big Data, artificial intelligence and machine learning to help companies grow their brands. It will have a strong innovation mandate and aims to transform unstructured data into insights that drive customer-centric decision-making and sustainable growth for companies.
In addition to the lab's innovation mandate, the three-year collaboration between Kantar and the EDB also includes the hiring of data scientists and business designers, thus developing a strong pipeline of Singapore-based talent and expertise in this area.
The creation of the lab follows the establishment of similar analytics labs in London and Frankfurt, and this year's launch of the Professional Services Industry Transformation Map (ITM), a road map that seeks to to develop Singapore into a global leader in the professional services industry.
Said Hernan Sanchez, Kantar Brand Growth Lab's managing director: "Brands no longer have to rely on hunches, but can instead substantiate their decisions based on intelligent analytics."
Kelvin Wong, EDB's assistant managing director, said: "We are delighted that Kantar has chosen Singapore to locate its first advanced analytics hub in Asia. Singapore's professional services sector is growing, and Kantar's decision is testament to this."