Singapore — ERA Singapore has appointed DDB Group Singapore (DDB) as its creative agency of record, marking the first time the real estate group has engaged a retained partner to lead its creative direction.
Effective from October, DDB will oversee brand strategy and recruitment campaigns for ERA, a key member of APAC Realty and one of the largest real estate networks in the Asia Pacific region. APAC Realty operates in 13 markets, including Singapore, Australia, China, Japan, and Malaysia, with nearly 600 offices across the region.
With over four decades of experience and a network of nearly 9,000 advisors in Singapore, ERA is preparing for expansion as it targets a new generation of buyers and property investors. Moreover, the partnership with DDB aims to strengthen ERA’s growth efforts and attract new advisors, from seasoned agents to Gen Z professionals and career switchers.
“Building brand trust is essential as we expand our operations from Singapore to the broader Asia Pacific region. We have the right tools and platforms ready to raise the game for every aspiring trusted advisor. DDB Singapore’s expertise in brand strategy will be instrumental as we navigate this next chapter of our growth,” said Marcus Chu, CEO of ERA Singapore, ERA Asia Pacific, and APAC Realty.
Moreover, Lydia Wong, head of marketing and communications of ERA Singapore, shared her excitement about the latest venture, “Since its establishment in 1982, ERA has become a household brand in Singapore, helping many Singaporeans advance with asset progression. I am excited to build on the legacy with smart marketing and partnerships, while equipping our trusted advisors with the right content and materials to better engage our clients. In DDB, we’ve found a partner to take this forward to greater heights.”
This was echoed by Jeff Cheong, CEO of DDB Group Singapore, “ERA has built an unbeatable reputation for trust and innovation. I am grateful for Marcus and his management for trusting DDB to lift ERA to a new level.”
The collaboration will launch with the ‘I Choose ERA’ recruitment campaign, which begins rolling out across multiple media channels from October 2. Running for 15 weeks, the campaign will also feature online videos, display ads, social media content, and out-of-home placements, including digital bus stop posters and wrapped buses. It will highlight four individual advisor stories that represent the diversity and growth within the ERA network.
