R/GA launches new digital offering in APAC

R/GA has launched its Lean Experience Stack offering in Asia Pacific, in a bid to lead clients’ digital evolution and consult in the adoption of agile technologies to create more meaningful customer experiences. which will be led by Anthony Baker, its executive technology director of APAC, throughout the region. Baker will be leading development of digital solutions, which include agile experience design, serverless cloud computing, cognitive technologies, modular architecture, and continuous innovation practices. 

According to R/GA, the Lean Experience Stack builds and redesigns digital ecosystems for the new age, providing capabilities to help clients transform customer touchpoints. It also looks to enable clients in creating digital experiences with a faster time to market, mitigating risk, and lowering investment costs.

The offering was first implemented by beauty brand Shiseido Professional, where R/GA streamlined its content and asset management process by building a microservices architecture, which allowed Shiseido Professional to reuse core business services across a range of digital interfaces. This solution provided tailored experiences for Shiseido’s brand partners, professional stylists, end consumers, and brand administrators.

Additionally, R/GA consolidated Shiseido Professional’s content and assets across the region and created a new platform enabling content to be edited and published with local autonomy in real-time. According to a press release, the effort maximised Shiseido Professional content across all channels in the region, drove consumers to products and salons, revamped customer relationship management systems, and reduced operational costs.

Claudia Kim, vice president and global brand director, Shiseido Professional, said it needed a nimble and connected platform to stay in the forefront of the rapidly evolving trends in the beauty industry. “R/GA built an agile ecosystem that powered our digital innovation platform, enabling thousands of our stylists to create beauty and express themselves in the work they do – faster and more seamlessly," she added. 

Tuomas Peltoniemi, R/GA's EVP managing director of APAC said the company is committed to help clients change in order to grow, adding that it has partnered with iconic global and local brands to deliver "unparalleled customer experiences in the face of exponential disruption". 

The agency also saw a leadership change in 2019. In September 2019, R/GA head of growth of APAC and acting executive creative director Calvin Soh left the agency on sabbatical. Speaking to Marketing exclusively then, Soh said he has started a consultancy called One Kind Ideas to collaborate with any agency or client during his sabbatical. He was also working with World Toilet Organisation, Equal-Ark and Transgender.org.

Meanwhile in Singapore back in March 2019, R/GA Singapore launched the Smart Design and Technology Centre of Excellence, which is supported by the Singapore Economic Development Board. According to a press statement, the goal of the Centre is to impart R/GA’s approach and expertise by mentoring and coaching the next generation of Singaporean talent. A three-year plan focuses on hiring and training expert practitioners in areas such as experience design, creative technology, data science and innovation consulting, to expand the existing team.

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