Creative agency AdONCE opens Singapore base, eyes cross-market growth

Independent creative agency AdONCE has expanded into Singapore as it looks to build a broader agency network across Asia, connecting regional brands with its creative, production and talent capabilities.

The Singapore expansion marks the next phase of growth for the Indonesian-founded agency, which has worked across Indonesia, Singapore, Malaysia, Thailand, Vietnam, Hong Kong and South Korea on regional campaigns and productions.

Rather than replicating a traditional office network, AdONCE said its Singapore entity will operate as a flexible regional hub connecting decision-makers with its wider network of strategists, creatives, creators, talent and production partners across Asia.

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“Singapore brings us closer to many of the regional conversations that are already shaping the work we do. But this is not simply about opening in another market. It is about building a regional agency differently, combining access at the regional level with people and perspectives that remain close to culture on the ground,” said Angel Roberty, founder and CEO of AdONCE.

The expansion also takes AdONCE’s “Through the lens of women” platform beyond Indonesia.

The agency said the platform is based on the belief that women play a significant role in shaping categories, culture and purchasing decisions. It also reflects AdONCE’s predominantly female team and its approach to audience understanding.

As it expands across markets, the agency said the perspective will be applied to different cultural and consumer contexts rather than treating women across Asia as a single audience.

“Women across Asia are not one audience. What connects our approach is not an assumption that behaviour is the same everywhere, but the discipline of looking more closely at who is making decisions, what influences them and how culture changes from market to market,” said Roberty.

The agency’s existing regional work includes a three-year partnership with Skechers Singapore, as well as campaigns featuring Korean talent including Cha Eun-woo and K-pop group SEVENTEEN. Some of these productions have been distributed across multiple Asian markets.

AdONCE said the Singapore expansion will also create more opportunities for Indonesian creative and production capabilities to contribute to cross-market campaigns, while deepening its relationships with regional marketers.

“We started in Indonesia, but we have always believed the opportunity for independent agencies from this part of the world is much bigger. We want to build an Asian agency from Indonesia outwardly: locally grounded, regionally connected and agile enough to move wherever the opportunity takes us,” said Roberty.

AdONCE combines creative, strategy and production capabilities, with its clients including Skechers APAC, Nabati, Implora and Kanzler.

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