Global creative agency Huge, owned by IPG, has withdrawn from Singapore and Japan, with the process starting in November of last year, as confirmed by the company. The move affected approximately 30 staff members in Singapore and fewer than 10 in Japan, according to sources. However, several of the impacted staff members were absorbed into the Vietnam office, which services Asian markets and is being developed into a tech hub, as per the same sources.
Recalibrating APAC Strategy
The company affirmed that it is recalibrating its APAC strategy to focus more on technology talent. The moves comes as part of a global technology delivery capability across North America, LATAM, and APAC. As a result, Huge reduced its presence in Singapore and Tokyo and is increasing its technology presence elsewhere in the region. According to Jason Schlossberg, the global head of marketing, staff impacted by the decision represented less than two percent of its total workforce. He also said that the company remains committed to serving global clients wherever they are needed, including APAC.
The APAC region was previously managed by Martin Riley, team lead from 2014 until the closure in 2022. Riley has 13 plus years of experience building market presence and increasing revenues for clients such as Emirates Airlines, Proctor & Gamble, Ritz Carlton, J.M. Smucker, and Cadbury. The Huge brand recently entered the Australian market, with Ben Skelsey as its managing director. Skelsey previously led the Singapore office as general manager and has worked at Huge for three years.
Remote and Hybrid Working
Huge also announced that it is embracing remote and hybrid working by shedding its offices and instead reorganizing and networking its entire organization. This allows the company to bring the best global talent based on clients’ unique needs. According to Skelsey, Huge’s global model, which is fully remote, means that it can continue to service clients irrespective of their location, including across Asia and the wider global world as needed.
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Huge’s decision to pull out of Singapore and Japan was part of the company’s efforts to recalibrate its APAC strategy. The agency’s focus is now on technology talent, and it aims to provide a global technology delivery capability across LATAM, North America, and APAC. Although the move affected staff members in Singapore and Japan, some of them were absorbed into the Vietnam office, which is being developed into a tech hub. Huge’s new approach includes remote and hybrid working, allowing the company to provide its clients with the best global talent based on their specific needs.