Superunion bags new biz wins, sees uptake in branding demands amidst pandemic

MyRepublic and Wipro Unza have appointed branding agency Superunion for branding duties. Duties for both the account includes the rejuvenation of the brands, brand identity, brand positioning, and more. While the MyRepublic account will cover the Singapore market, the Wipro Unza account will cover markets such as Malaysia, China, Vietnam, and the Middle East. No time frame has been slated for the projects. 

In a statement to Marketing, Ambrish Chaudhry (pictured), managing strategy director for Superunion Singapore, India and Indonesia, said, "[MyRepublic and Wipro Unza] are brands that have taken on well-entrenched leaders and carved out significant share for themselves on the back of great product delivery and consumer relationships. We aim to highlight these strengths even as we set the brands up for the next phase of growth."

When asked how the pandemic has impacted the way business is done at the agency, Chaudhry said the agency was initially concerned about the impact of the pandemic, but has seen its foundations laid over the past few years bear fruit. “Prior to the pandemic, we had set in place a clear vertical focus on technology, gaming, large local and regional institutional businesses and consumer goods. We have also seen growth in engagements with clients across financial services, digital banking and telecoms," he said. Chaudhry also told Marketing that the agency is seeing an uptake in client interest recently.

"The oft repeated cliché of 'never letting a crisis go waste' seems to be ringing particularly true for the branding industry. To a large extent, what businesses do during this period will separate the wheat from the chaff - businesses that are focused on long term, customer-centric growth versus those riding on a fad or trend," he said.

The new business wins for MyRepublic and Wipro Unza comes on the back of a slew of other wins. Among these wins, there are two brands in the travel and tourism industry, as well as two other brands in the financial sectors. Chaudhry declined to comment on the specific brands won but said that although businesses may have been adversely impacted, these companies realise that this is "the right time" to set the foundations for a brand-led recovery.

"The pandemic is getting businesses to ask quite fundamental questions around sustainable growth models and it’s pertinent to have the brand be part of such crucial discussions," he said.

"We’ve had clients approach us for multiple reasons. Some to identify feasibility of different pivots, some to maximise the efficacy of the brand and ensure it is working as hard as possible, some to lay the foundations of the future and some even to figure out the best ways to respond to an unexpected growth spurt," Chaudhry said, adding that the one thing in common for all these businesses is the need for a partner that understands the dynamics of their industry, can inspire stakeholders to create a compelling future vision and can ensure that that brand is fit-for-purpose to live up to that vision.

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