MAM
Dentsu acquires 20% stake in Singapore creative agency Mangham Gaxiola
MUMBAI: Dentsu Aegis Network has acquired a 20 per cent share in Singapore based creative agency Mangham Gaxiola in order to expand the mcgarrybowen brand into Singapore.
The principal shareholders have also agreed to options that would make the agency a wholly owned Dentsu Aegis Network subsidiary in the future.
Founded in 2012, Mangham Gaxiola was last year voted Singapore’s most desirable independent creative agency in Marketing Magazine’s annual survey of over 1,000 marketers. The agency is known for premium quality creative work that spans the financial, automotive, fashion, electronics, beauty and FMCG sectors. The range of services provided include creative advertising campaigns in mass media, digital media and social media; creative content applications to increase consumer engagement with websites, which are marketing tools in themselves; and designs for the building of brand identities for stores.
Reasons behind the acquisition of a share in the agency include the growing importance of Southeast Asia as a market, and the increasing tendency of Dentsu Group clients to position Singapore as a regional hub.
mcgarrybowen, one of the Group’s eight network brands, has already established a presence as a leading creative agency in South America, Europe and China, and the new hub in Singapore will further develop its network across Southeast Asia.
Mangham Gaxiola will become part of the mcgarrybowen network and will operate under the name manghamgaxiola mcgarrybowen – A Dentsu Aegis Network Company. Leveraging the global human resources and services of the Dentsu Group, the agency will continue to provide innovative, high-quality services to its clients.
AD Agencies
Tribes and Omnicom Media win Gold for HSBC Living Hexagon at ET Awards
Kinetic OOH installation turns HSBC’s iconic logo into a living landmark
MUMBAI: Tribes Communication and Omnicom Media have secured a Gold win at the ET Design & Creativity Awards for their innovative out-of-home installation, The Living Hexagon, created for HSBC.
Awarded in the Most Creative Traditional OOH category, the project reimagines one of the world’s most recognisable banking symbols into a dynamic, ever-evolving structure. Designed for HSBC’s International Financial Services Centre presence, the installation was conceived to do more than simply grab attention. It aimed to seamlessly blend into the fast-growing ecosystem of GIFT City.
At the heart of the idea is HSBC’s iconic hexagon, typically associated with precision and consistency. Tribes transformed this static identity into a kinetic structure that responds to natural elements such as wind and light, creating a sense of continuous motion. The result is a visual experience that shifts throughout the day, echoing themes of adaptability and momentum.
Constructed using modular triangular units arranged along a precise geometric axis, the installation moves in synchrony, giving the illusion of a fluid, living form. While the structure evolves with its surroundings, it retains the unmistakable identity of the HSBC brand, striking a balance between innovation and familiarity.
Strategically placed at a key entry point into GIFT City, the installation functions as both a landmark and a statement. It reflects the pace and dynamism of global finance while embedding the brand into the city’s architectural narrative.
With this win, Tribes Communication and Omnicom Media underline the growing role of experiential and design-led thinking in traditional media, proving that even the most established brand assets can find new life when reimagined with creativity and context.
