When Marketing Interactive reached out to Lightfoot, Lightfoot said Rohan Lightfoot, who previously served as Mindshare's APAC chief growth officer, has left that position and is joining her own agency. He has launched Signal Consulting.
Lightfoot said Signal Consulting helps clients consider the effectiveness of their marketing efforts holistically, helping them understand what's working and why. It is said that it is an agency that does this. This is especially true at a time when the marketing environment is becoming more fragmented and specialized.
Don't miss: Dentsu SG's CXM Group MD Pranthik Mazumdar resigns
“The APAC region is currently at a very interesting time. We have gone from general growth to two-rate growth (where premium and luxury were the main drivers of growth) to multi-rate growth.” Lightfoot said.
“While we are seeing general economic uncertainty, Coldplay can sell S$40 million worth of tickets in an hour. People in the region have money and are happy to spend it, but the brand “It's a strong, compelling signal to reach them,” he said.
The agency will operate across the Asia-Pacific region and is currently working with unnamed clients on transformation projects.
Signal's name is inspired by the engineering term signal-to-noise ratio, plus Lightfoot. Signal-to-noise ratio is the ratio between the power of the desired information or signal and the power of the undesired signal or background noise.
He said the logo is a combination of four Wi-Fi signals.
Each quadrant represents a different area of agency, such as narration, composition, amplification, and orchestration.
The narration focuses on storytelling and the composition is creative. Amplification, on the other hand, is the effectiveness of the media, and orchestration focuses on organizational design and cross-functional collaboration. These areas can be considered in combination or individually.
Prior to starting Signal, Mr. Lightfoot served as Mindshare's APAC Chief Growth Officer for over five years. In that role, he helped his agency remain competitive in his APAC region.
Previously, he spent more than six years at Isobar in multiple roles as APAC Managing Director for the Singapore and Shanghai offices and Integrated Business Director for the APAC region.
He also worked as Client Services Director at Carat China, where he was responsible for major international clients as China's digital economy began to take shape.
The agency scene in the APAC region has been booming recently with new appointments and agency launches.
Recently, the market saw the launch of Moonfolks, the agency founded by Anish Daryani shortly after acquiring M&C Saatchi Indonesia.
Daryani acquired a 55% stake in the business earlier this month and later announced the agency's new name, Moonfolks. Moonfolks will be led by Mr. Daryani, who will assume the role of President and CEO.
Moonfolks is inspired by an AI-driven world where out-of-this-world ideas are needed, according to a company release. We aim to take the brand to new heights.
Related article:
Lion & Lion launches new social media consulting firm
Market research firm Focus Insights continues ASEAN expansion, appoints new GM
WPP merges BCW and Hill & Knowlton to form new communications agency Burson
