R/GA bags duties as brand innovation partner for SG-based electronics marketplace

Reebelo, a Singapore-based marketplace for refurbished electronics, has appointed R/GA as its new brand innovation partner as it looks to build on its brand evolution and go-to-market strategy by. The agency will work closely in partnership with Reebelo’s founders to evolve the company’s active purpose and value proposition, as well as a redesign and transformation of the Reebelo brand. Work is slated to roll out in September.

The appointment of R/GA follows the news in June 2020 that Reebelo achieved its seed round funding of US$1.25 million. Reebelo is the brainchild of CEO Philip Franta and chief product officer Fabien Rastouil who are passionate in tackling the issue of e-waste created by consumer electronics. Strong advocates and supporters of sustainability and the circular economy, Reebelo has been modeled for “circular commerce” – a more sustainable form of consumption for consumer tech. Determined to make owning a consumer electronic device sustainable and affordable for all, consumers are able to make savings of up to 70% by purchasing a refurbished tech device from Reebelo instead of a brand new one. For each device sold, Reebelo pledges to plant one tree in partnership with One Tree Planted as part of their commitment to a greener and more sustainable future.

“We knew from the onset that this project was going to be significant, because what the Reebelo founders have set out to do is to create a circular economy brand that doesn’t just do good business, but also does well for the world. This is in perfect alignment with our purpose at R/GA of creating a more human future,” said Brady Ambler, group strategy director, R/GA Singapore.

Franta, founder and CEO, Reebelo said, “Our vision is to build a circular economy for electronics. In addition to giving electronic products a new lease of life, we are also on a mission to change people’s consumption habits when it comes to consumer tech. This is going to make a huge difference to the world we live in and we’re glad to have R/GA in this next step of our journey towards a more sustainable future.” 

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