Tonic Digital enters Asian market with new Singapore office

Australian consultancy firm Tonic Digital has opened its first office in Singapore as it works to expand its capabilities in Asia.

Tonic Digital, which provides data-driven expertise for not-for-profit and industry specific for-profit clients across Asia-Pacific, has built up a strong presence across Australia with clients having their work featured on The Australian, CHANNEL 7 TV and the Australian Broadcasting Corporation (ABC).

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Brendan Collins, the founder of Tonic Digital, stated that the recent partnership with advertising network, BEATNK, provided synergy and a natural progression for Tonic to open its office in Singapore. "Collaborating with BEATNK provides a win-win for for-profit and not-for-profit businesses in both the Australian and South-East Asian regions" he noted.

The partnership with BEATNK came about in 2022.  BEATNK's network provides advertising, public relations, journalism, filmmaking, music, and technology to organisations in South-East Asia. It will now be enhanced with Tonic's industry specific expertise in digital marketing across for-profit.

The expansion into Singapore also provides businesses in Australia with access to the creativity and innovation of BEATNK. It is a unique opportunity for not-for-profit organisations throughout Australia and South-East Asia to have their stories and the impact they make on people and communities told in ways that are inclusive, creative and engaging, said Collins.

The Singapore office will be run by Collins and a local team that will bring the total number of staff in both offices to eight, according to Tonic Digital when MARKETING-INTERACTIVE reached out. The new location also opens up the agency to a range of markets, according to Collins. "We will see where things progress but currently, we are working across Japan, Malaysia and Thailand," he said.

While the firm could not share who its local clients will be and who its direct competitors were, Collins noted that Singapore is a hyper-competitive marketplace with regards to digital marketing. "There is no shortage of competition whether it be traditional agencies or more boutique offerings like ours," he concluded. 

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