Sports and entertainment marketing agency Octagon is revving up its South East Asia focus by re-launching its local office with a new general manager.
Ben Hartman, former general manager of athletes and personalities at Octagon in Sydney, has relocated to Singapore to head up the agency’s local office.
Hartman spoke to B&T about the differences between the Australian and South East Asian markets, and his plans for Octagon’s Singapore office.
“The market here is certainly different to Australia, particularly as consumers’ passions are quite different in this market,” he said. “It is a fascinating dynamic here between brands and agencies and the growth in marketing spend for global brands over here is a huge part of the reason why we have re-launched this office.
“We see a significant opportunity for Octagon in this market with our research and insights expertise, helping brands understand more about the partnerships that they are investing in, whether that be traditional sponsorships, celebrity endorsements or content creation, and helping ascertain the success of this spend.”
He said his biggest focus will be connecting brands with consumers. “There is a huge amount to be passionate about in South East Asia, from world class sporting events such as the Formula One Grand Prix, high-end food festivals and access to some of the world’s best music and entertainment,” said Hartman. “We are fortunate to be working with some of Octagon’s global clients such as MasterCard and Mark Webber in this market already, and look forward to growing our client list.”
As for specific plans, Hartman, who was a senior account manager at Octagon for two years prior to his role as general manager for athletes and personalities, did not want to get into specifics. He said: “The plans for Octagon in South East Asia are representative of some exciting plans that are in the pipeline across all of Asia. Stay tuned for further updates.”