DARKHORSE makes new hire as it looks to build up APAC footprint

Integrated creative agency DARKHORSE has appointed Nicolle Jayne Sing (pictured) as its business director. Her appointment marks a key step in DARKHORSE's strategy to expand its footprint across Asia. 

In her new role, Sing will help expand and build up the agency's portfolio of clients in Asia. She will also be overseeing client relationships and ensure the delivery of integrated marketing strategies that align with client goals. 

In addition, Sing will manage cross-functional teams, drive creative development and maintain client communication. As business director, she is also tasked to identify new business opportunities, contributing to revenue growth, market positioning and long-term success. 

Don't miss: TSL Media names new leaders as Jonathan Seto and Nicolle Sing exit 

She reports to Charles Robinson, chief growth officer, APAC of DARKHORSE’s holding company Project.

In conversation with MARKETING-INTERACTIVE, Sing said that she is excited about the opportunity to drive innovation and strengthen client relationships across a diverse and rapidly evolving landscape. She looks forward to leveraging her experience in social media, influencer and experiential marketing to create impactful, results-driven campaigns that resonate with audiences and help brands build stronger communities. 

In tandem, Sing is keen to collaborate with talented teams and foster a culture of creativity, authenticity and excellence. 

Sing has over a decade of experience in the industry, with her longest stint being five years at experiential marketing agency Jack Morton Worldwide. She started as a project manager at the agency before becoming an account director. At Jack Morton, her clients included P&G, Standard Chartered and MasterCard. 

After Jack Morton, she joined agencies Freeman APAC where she was director of client services and VaynerMedia as its business director. Sing later took on the role of head of APAC at The Goat Agency where she led the APAC business across 13 markets.

Her most recent appointment was at The Smart Local where she was the senior vice president of its influencer marketing agency X10 Media and group director of The Smart Local. 

Sing's role in DARKHORSE marks her return to the world of brand experience, noting that immersive integration of different channels and platforms will become a key trend within brand experience. "We already know our consumers access a brand’s different touchpoints throughout our journey from stranger to advocate; brands who consider this in conjunction with experiential planning can maximise their impact," said Sing. 

"As an agency, we need to be continually asking ourselves how people are interacting with brands and experience and adjusting our approaches accordingly. For example, a photo wall was once a mandatory of any brand activation, but with video taking over as the content of choice on most social platforms, our experiences now need to be content playgrounds that are adapted for video," she explained. 

To that, Robinson added "the landscape is shifting and there is a need for a new breed of agencies to come in and recognise that multi-disciplinary work is needed for memorable and effective campaigns to be created."

"The more we can integrate the disciplines tightly - social / PR / influencer / paid media / experiential etc - the more agile and impactful our campaigns might be," explained Robinson.

Headquartered in New Zealand, DARKHORSE currently has offices in Auckland, Sydney and Singapore. Most recently, the agency brought the Porsche Singapore experience to life with the regional launch of the Porsche Taycan and the world premiere of the Porsche Taycan Turbo S Celestial Jade. The premiere saw the Pasir Panjang Power Station transformed into an electrifying runway and experiential zones showcasing product highlights. 

Related articles:  
Former VaynerMedia creatives set up creative shop 'Friend' 
Mutant picks new head of client success  
Mediacorp picks Jonathan Seto as head of commercial engagement