Ogilvy SG appoints director of content as it doubles down on offering

Ogilvy Singapore has appointed Anggie Aprilla (pictured) as director of content, focusing on leveraging Ogilvy’s creative talent, partnerships and delivery framework to help clients respond to changing market forces and consumer needs at speed. She reports to both local chief creative officer Nicolas Courant and regional chief delivery officer Amir Mireskandari. Ogilvy's spokesperson told MARKETING-INTERACTIVE that this is a newly created role across the region, and Aprilla is the first in her role for Singapore. 

Aprilla first joined Ogilvy Jakarta in 2013 before transferring to Singapore in 2016 where she joined the social and content team focusing on content strategy, execution, and delivery. According to the agency, Aprilla has led some high profile accounts such as HSBC, Unilever, Prudential, Changi Airport and Moet Hennessy SEA. Prior to her current role, she was Ogilvy Singapore’s account director, which she held for two years since 2019 as seen on her LinkedIn profile. Her other roles since her transfer to Singapore include associate account director and senior account manager in 2018 and 2016 respectively. Ogilvy declined to comment on who will take over her previous role as account director. 

Amir Mireskandari, regional chief delivery officer at Ogilvy said: “Aprilla represents one of the first of many critical roles we are looking to establish in this space as we continue to see tremendous growth in our content services offering.” He also added that she will attract, hire and grow the right mix of skills, expertise and experience as the agency scales its content capabilities, as well as provide relevant and connected experiences to enable and support sustainable growth for its clients’ brands and businesses.

Aprilla said that effective content delivered in moments that matter most to consumers is the spine of the total brand experience. “It helps connect physical, digital and virtual touchpoints to provide relevant experiences that spark interest and inspire interaction and transactions. We have a razor-sharp mission to improve return on engagement and content marketing ROI for our current and future clients,” she added.

Ogilvy also said that Singapore’s Content Hub, launched in 2019, has since seen revenue growth and client and project wins across a mix of local and international brands, such as National Crime Prevention Council, Dairy Farm, Ministry of Manpower, National Arts Council, HSBC, Converse, AIA and Facebook. Ogilvy's current clients include Google, DairyFarm, Toyota, HSBC, OCBC, IBM, Nestle, MCCY, CAG, NCPC, Decathlon, among others.

Recently, Ogilvy bolstered its digital offering in Malaysia by bringing on board Alicia Yap as executive group director and Moheeta Tamrakar as director of experience and social. Chief executive Nizwani Shahar said their creative lens and digital experience would give its clients an immediate edge to navigate and to further distinguish themselves amidst the growing complexities in the marketplace. In January this year, Ogilvy integrated its Malaysia and Singapore offices under its 'one agency, two locations' strategy. Group chairman Chris Riley said the approach provided the agency with the unique ability to offer clients access to broader capabilities and skillsets, as well as increased opportunities for employees.

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