In an era of economic uncertainty, inflation, geopolitical tensions, and climate change, global businesses are seeking stability and security for expansion and investment. The Singapore Economic Development Board (EDB) is responding with a new global campaign emphasizing Singapore’s position as a safe, stable, and open economy for trade and business.
Created by The Secret Little Agency, “Your Business Needs Singapore” challenges traditional investment marketing by directly addressing the realities of today’s unpredictable business landscape.
First unveiled at CNBC’s CONVERGE LIVE in Singapore, the campaign presents Singapore as a reliable anchor amid economic turbulence, reinforcing its reputation as a preferred global business hub.
“We fell in love with companies that were leveraging Singapore’s well-known value proposition, built around trust and stability, to create groundbreaking, often risky and ambitious innovations,” said Nicholas Ye, Co-Chief Creative Officer at The Secret Little Agency.
“The entire campaign is built off these very real contrasts that we know global C-suites and companies such as Salesforce see and value in Singapore.”
Just last week, Marc Benioff, CEO of Salesforce announced a US$1BN investment into Singapore citing ‘a fantastic experience here’ – an ode to the valuable competitive advantage Singapore’s unique brand of stability has become, as a foundation for innovation, infrastructure, and growth.
“Singapore’s safe and reliable business environment lets businesses do what they do best – innovate, take risks, and make bold moves to succeed in today’s volatile world,” said Sim SzeKi, Senior Vice President and Head of Brand, Marketing and Communications, Singapore Economic Development Board.
“We wanted to highlight this juxtaposition in a fresh and striking way; working with The Secret Little Agency, we were able to do just that. We’re already planning the next phase of this campaign, and we’re excited to work with such a wonderful creative partner on building the Singapore business brand.”
The campaign is fully integrated and will be running in key markets such as North America, Europe, and Japan.
