Mr Morris, very recently you were visiting the region. Can you tell us more about your experience?
I was in Singapore to meet the team, and for some context, we manage our operations across Southeast Asia and India from Singapore. It serves as our centre of excellence in the region. The energy in Asia is always palpable, and that excitement translates into our commercial success as well.
Our business is up 7 per cent, which, in the creative industries, is no small feat, especially when compared to the markets such as the UK or the US. We’re seeing significant growth, particularly in India, where our income figures show double-digit growth. This aligns with our strategy to focus on growth in India by leveraging our longstanding relationships with clients like Unilever, Diageo and Mondelez.
These regions are so diverse. How do you ensure you are serving diverse markets such as Southeast Asia and India with Singapore as the base?
We focus on this aspect very much. We have a dynamic approach that marries local cultural insights with global trends. For instance, I was recently discussing a project with our chief strategy officer, who has extensive experience in India. This collaboration helps us understand the evolving aspirations in India and align them with global trends.
Having a centre of excellence in Singapore allows us to integrate this understanding effectively. We emphasise creating brands that not only stand out but also stand for something significant. Our strategy involves combining deep consumer insights with standout design systems, ensuring our work resonates both locally and globally.
Speaking of design, how are you approaching the evolution of design and the growing interest in it in markets like India?
The interest in design in India has indeed been remarkable. We focus on creating brands that are both distinctive and differentiated. This involves understanding consumer aspirations and global trends, which we then translate into our design systems.
For example, our work on brands like Unilever and Diageo involves crafting unique brand stories that are culturally relevant and globally appealing. We believe in the power of design to create emotional connections, which is why our design systems are crafted to be multi-sensorial and impactful.
Let’s talk about technology. How has the rise of AI and other technologies influenced your work and expectations from your team?
Technology, particularly AI, is a game-changer. It enhances creativity and improves efficiency. At Design Bridge and Partners, we harness WPP Open, our intelligent marketing operating system powered by AI.
Built on WPP IP and technology, and strengthened by strategic partnerships with leading technology firms, it leverages decades of experience serving enterprise clients to deliver highly optimised, automated and transformative marketing solutions that elevate brand experiences, push the boundaries of creativity and drive measurable growth.
However, it's crucial to remember that AI is an enhancer, not a replacer. The human element remains vital, especially in the creative industries. AI can help with operational efficiencies and consistency, but the core ideas and creativity come from humans.
Our approach involves leveraging AI to augment our processes while maintaining the human touch that drives true innovation and emotional connection in our work – because brands that move people, move the world.
How do you see the role of AI evolving in the creative industry, especially with regard to brand design?
AI will continue to play a significant role, but its primary function will be to enhance and support human creativity. In brand design, AI can help with consistency and operational efficiency, allowing us to focus more on crafting the core ideas and narratives that resonate with consumers. We foresee AI being a tool that helps us be more competitive and innovative, but it will always be the human element that drives true differentiation and originality in our work.
You mentioned the importance of human input in creativity. How do you ensure your team is constantly raising the bar in their work?
We have a strong culture of continuous improvement. Our mantra is to always aim for excellence, not just good. This mindset drives us to constantly push boundaries and innovate. We focus on creating brands that have a strong purpose and distinctiveness, which, in turn, drives consumer attraction. By continually challenging ourselves and leveraging technology effectively, we ensure that we stay ahead of the curve and deliver exceptional work.
What are your future growth plans for Design Bridge and Partners?
Our focus is on integrating the immense talent we have across our centres of excellence. We aim to enhance our capabilities by incorporating more consumer insights and data-driven strategies. This will help us create even more relevant and impactful brand experiences. Additionally, we plan to continue our growth trajectory by tapping into new markets and expanding our collaboration with tech startups and other innovative partners. The goal is to stay at the forefront of brand design, delivering exceptional value to our clients.
It sounds like you have exciting times ahead. How do you see the industry evolving, particularly with the influence of AI and technology?
The industry is definitely evolving rapidly. AI and technology will continue to play a significant role, but the essence of brand design will always be rooted in human creativity, insight and emotion connection. We anticipate a greater focus on the human side of creativity, where technology acts as an enabler rather than a replacer. This balance will be crucial in driving the next wave of innovation and growth in the industry.
