VCCP acquires GOVT, forms new regional hub in SG

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VCCP has acquired independent agency GOVT and merged the Singapore operations to form a new entity, GOVT VCCP. The new entity is positioned as a challenger network that will accelerate expansion across Asia. The cost of acquisition was not shared. The merger brings together VCCP’s existing Singapore business with GOVT Singapore and its sister agency Ministry, creating what the agencies described as a global-local offering.

Operating under VCCP’s “one roof” integrated model, GOVT VCCP will offer advertising, data science, social and content, technology and AI, and consumer experience, underpinned by VCCP’s creative philosophy of “populating culture”. The merged operation will continue to service local and regional clients including OCBC Bank, Cathay Pacific, Sentosa, Julie’s Biscuits, Puma, Chick-fil-A, Deliveroo and Canon, alongside extensive work for Singapore government agencies and statutory boards.

The ambition behind the move was to build a scaled hub for Asian growth, said the agencies in a statement to MARKETING-INTERACTIVE. "VCCP aims to significantly bolster its Asia Pacific footprint, while GOVT seeks to leverage VCCP’s global scale and resources to pursue regional and international opportunities," Tim Chan CEO of GOVT VCCP and Katya Obolensky, chief growth officer of GOVT VCCP explained.

"Beyond growth, the merger is rooted in a rare and undeniable alignment of culture and creative vision; both agencies operate with a 'challenger' spirit with a hunger to shake up the status quo. For GOVT, after 13 years of independent success since its founding in 2012, joining the VCCP group represents the right evolution to energise its next chapter and scale its award-winning creative work," added Chan and Obolensky.

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Founded in 2012 by Leon Lai and Aaron Koh, GOVT was established to challenge Singapore’s network-dominated agency landscape. The agency has since grown to a team of around 70 and has become one of the most awarded independent agencies in the market, with work recognised locally and internationally. In 2023, GOVT consolidated its digital and social capabilities under Ministry, led by partners Kelvin Koo and Min Mei Foong.

Leadership continuity will be retained following the move. Chan will remain chief executive officer of the Singapore operation, with Koh continuing as chief creative officer. VCCP’s former Singapore managing director Katya Obolensky has been elevated to chief growth officer, where she will focus on network expansion across the region. Co-founder Lai will remain involved with the agency but will step back from day-to-day management.

“Being small and nimble got us here but staying that way would also mean saying no to bigger opportunities we’ve earned the right to pursue. Merging with VCCP is like having a new big brother. Creatively and culturally, it’s comforting how much we’re alike,” said Chan, adding that access to a global network would be critical to the agency’s next phase of growth.

Obolensky said VCCP had been deliberate in its search for a Singapore partner. “Since launching in Singapore, we’ve been intentional about finding a partner that truly mirrors our challenger spirit. In GOVT, we found the perfect match,” she said, citing alignment in creative DNA and long-term vision. The merger forms part of VCCP’s broader push to scale its presence in Asia, with the Singapore business positioned as a strategic hub for regional growth.

Some of VCCP's recent campaigns in Singapore include "Get trip smart" for Trip.com. The campaign aims to recruit new users, boost brand awareness and cement Trip.com as Singapore's one-stop travel companion.

Spanning over 850 out-of-home placements across high-traffic MRT stations including Orchard, Raffles Place, City Hall, and Dhoby Ghaut, "Get trip smart" tapped into familiar quirks of Singaporean travellers. From overzealous airport timings to unexpected wildlife encounters in Ubud, or the classic “WFH from Phuket” situation, the campaign showed how Trip.com helps travellers prepare for the unexpected while enjoying perks and peace of mind.

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