Virtual influencer Rae joins Dentsu VI's roster of talent

Dentsu Singapore is expanding its global virtual identity solution, Dentsu VI, bringing on board well known virtual influencer, Rae. Rae will be joining its ready-made roster after it was awarded exclusive usage rights by CapitaLand Investment (CLI), the creators of Rae.

Dentsu has been one of CLI's innovation partners in creating Rae. The digital being has now grown to become one of Asia’s most popular virtual influencers, with more than one million followers across Weibo and Instagram, and has fronted campaigns for many global brands. Dentsu will manage Rae's image, evolution and usage globally (outside China) and will be overseeing Rae's business development efforts as well as talent management.

Rae joins dentsu VI’s Ready-Made roster, which includes Rumi who debut in March this year, and ராணி (Rani), a representation of dentsu’s commitment embed diversity, equity and inclusion in every corner of its business. As one of Asia's most popular virtual influencers, Rae will be dentsu VI’s leading talent, enabling brands to reach new audiences and engage with their target audience in a unique way.

Tan Bee Leng, managing director of Digital Ventures, CapitaLand Investment, said, “Dentsu Singapore has been one of the innovation partners working with CLI in creating Rae. We are pleased to award the usage rights of Rae to dentsu to continue advancing the innovation of virtual identity technology for commercial purposes. We are confident that the professional capabilities and collective synergies of dentsu’s global network will enable many more brands and businesses to gain access to and benefit from Rae’s limitless potential.”

According to dentsu VI, by using virtual identities, brands can engage with consumers across eCommerce websites, social networks, live events, and anywhere online. For example, virtual identities can power commercial engagements in real-time with consumers during the purchase process or after a sale, provide a virtual persona for brands to use for live events such as Q&A sessions at stores or conferences, serve as an influencer for consumer promotions, and product launches and inspire employee engagement with custom branded social channel.

Prema Techinamurthi, managing director, Dentsu Creative Singapore said, “As the innovation team that saw the birth of Rae from Day 0, we are delighted to deepen our partnership with CLI and Team Rae to support their ambition and bring Rae’s presence and technology to the next level. Rae will be the leading talent for Dentsu VI, our global virtual identity offering designed to meet the surging demands for immersive, humanised experiences.”

She added that in today's digital universe, brands are defined by the sum of its digital experiences and virtual identities bring a face and personality to a wide range of channels, powering e-commerce destinations, hosting live commerce streams, acting as a branded virtual influencer, amping up live events, working as retail store sales ambassadors and interacting with consumers in the metaverse. “We are excited to welcome Rae to our roster of virtual identities and look forward to collaborating with her to shape the future for brands,” she said.

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