Leading independent insight agency Firefish announces the opening of a new office in Singapore, to be headed by ex-ABN Impact director, Angela Cross. This is the next step in an expansion plan to provide insight, ideas and strategy to its clients globally, following the launch of its New York office in 2013 and Amsterdam in 2012. The office will service both international and local clients, old and new, while delivering a global service with the high quality and elegantly clear insight that it is famous for.
American-born Angela has 15 years’ experience in the industry, starting out as a strategic planner at Wieden+Kennedy in Portland, OR, USA, continuously working on qualitative projects. Realising this was what she loved most, she launched her own consultancy, Cross Insight Group, specialising in strategic planning, brand strategy, consumer Insights and product innovation, while also moving to McCann Erickson in Los Angeles, CA. Angela then moved to Greenberg Brand Strategy in San Francisco, CA as a Senior Brand Strategist, while also teaching a course in Advertising Research at the Academy of Art University. Moving to ABN Impact’s office in Bangkok, Thailand to be a qualitative director in 2012, Angela continued to explore her passion on a new continent, working for global clients in the region, including Thailand, Indonesia, The Philippines, Singapore, India, China, and Malaysia.
Having worked with global clients such as Unilever, Nike, EA Games, Nestle, Dannon, Starbucks, Pizza Hut, Sonoma Vineyards, L’Oreal, Lexus, Kraft, Disney and Belvedere Vodka, Angela has a diverse range of category expertise and knowledge. Over her 15 years, Angela has become well versed in all aspects of brand strategy, planning and research, working to develop the best methodology to meet the clients’ objectives, understanding the local/regional/global challenges that they face, and working with them to come to not only common ground, but a sound business decision that takes into account the various nuances of the markets.
When asked why she chose to lead Firefish Singapore, Angela says, “Firefish has a really great culture and spirit and I am excited by the opportunity to be part of a group of amazingly talented people that I can continue to grow with. I am also eager to take on the challenge of setting up an office in a part of the world that I have grown to love and helping clients get deeper, stronger insight in the ways Firefish is known for”.
Firefish board director, Dr Bob Cook, will become Regional MD, working alongside Angela in the launch of the Singapore office, while taking the lead on servicing and developing clients in the wider APAC region, bringing the expected Firefish rigour and knowledge to complement Angela’s local experience and research excellence.
Bob says, “We are delighted to have Angela at the helm of our new Singapore office. We worked together extensively in her time at ABN and have a shared belief that brand communication, innovation and strategy is strongest when rooted in quality research and insight. We can’t wait to show clients old and new across the region how Firefish’s thinking and experience can help them to grow across the world.”