Tag: Singapore Management University

Singapore – Global marketing and communications network Publicis Groupe, Singapore Management University (SMU), and communications technology group Singtel have joined forces to organise an AI-driven storytelling workshop for students.

Using as many as five AI tools, 37 undergraduate students from SMU created engaging video stories on Singtel’s impact on digital inclusion.

The student participants were given the project brief to utilise the latest AI storytelling tools such as Runway Gen2, Meta AudioCraft, ChatGPT, ElevenLabs, Lexica, DreamStudio, and Clipdrop to come up with a compelling story focused on digital inclusion.

Given this challenge, students were exposed to the latest artificial intelligence tools and technology readily available for their use. However, it also challenged them to conceptualise and create engaging, impactful, and memorable stories and characters for various audiences and media. Furthermore, the workshop aims to provide students with the skills they’ll be able to apply to real-world client projects.

As part of the workshop, five undergraduates with the best short films were also awarded with full-time, 12-week summer internship opportunities at Singtel and Publicis Groupe, where they can put their newly acquired skills to use. Meanwhile, the top 10 selected films were showcased in a mini-festival at SMU. 

The project brief for this AI storytelling workshop was created by Leo Burnett Singapore, a part of the Publicis Groupe. This is also the second time Publicis Groupe Singapore has worked with SMU to provide students with hands-on experience with AI tools. 

Something new in this project, however, is the involvement of a real brand, which is Singtel. The jury panel for the storytelling project included Bill Ang of Singtel; Jean-François Thery, head of growth at Publicis Communications, Singapore; and Tommy Tan, head of strategy at Publicis Media, Singapore.

The workshop was part of a 13-week SMU-X course titled ‘Storytelling for Organisations and Brands’ offered at the Lee Kong Chian School of Business (LKCSB). It was led by LKCSB Professor of Communication Management Mark Chong and Laurent Thevenet, head of creative technology for APAC at Publicis Groupe.

Bill Ang, director of brand marketing at Singtel Singapore, said, “A.I. is already transforming many facets of life. At Singtel, we are leveraging this technology to ideate and co-create in ways that will enhance customer experiences and drive learning. It’s great to see the energy and creativity in the work from the SMU students. Their submissions have been incredibly inspiring and have given us much food for thought.”

Speaking about the workshop, Professor Chong also explained, “As a telecommunications leader, Singtel knows how important it is for students to take new risks and try new processes using the latest technologies. It has been an honour partnering with the largest mobile network operator in Singapore to encourage a new generation to embrace AI. and push the edge of new possibilities.”

Thevenet also added, “This collaboration with Singtel has given a new cohort of 37 SMU students an advantage in the future workplace. AI is fundamentally changing the creative process, and although human creativity is more important than ever, learning how to partner with machines to create something out of the ordinary will become an essential skill for graduates.”

Meanwhile, Thery said, “Singtel has always been at the forefront of pushing the best in technology for Singapore, so it’s been an incredible experience working with SMU students to help prepare them for the future workplace—we’re thrilled with their creations.”

Singapore – APRW Pte Ltd (APRW), an integrated communications agency in Singapore, has been named as the public relations agency for OrangeTee & Tie, a real estate agency in Singapore and the Singapore Management University (SMU) Institute of Innovation and Entrepreneurship (IIE). APRW is going to be working with OTT on a retainer basis, and the primary areas of work that it will be focusing on include media relations, providing support for marketing initiatives, and driving the growth of the firm. 

The new appointments will be led under the strategic direction of Ginny-Ann Oh and Anu Gupta respectively, both directors of APRW.

Oh shared, “We have been working closely with OrangeTee to develop and execute a new communications strategy that is aligned with their direction moving forward and upcoming plans. We are excited to be on board and look forward to elevating their position and reaching greater heights together.”

The agency has also been reappointed by SMU IIE for a year-long project. As SMU IIE’s PR partner, APRW’s role has been to position SMU IIE as a key voice and changemaker in the start up ecosystem. The agency has focused on building awareness on programmes like Protege Ventures that provide a great platform to gain first-hand experience into investing into start ups vis–a-vis promoting their global business competition, Lee Kuan Yew Global Business Plan Competition (LKYGBPC), in the media.

Meanwhile, Gupta, commented, “We are thankful for this opportunity, proving the value we bring to the table as a dynamic team of effective communications practitioners who sought to add value to our clients. We are honoured to be re-appointed by SMU IIE, it serves as a great testament and recognition to the work we have done. 

Gupta added, “Our strategic approaches and experience within the start-up sector have helped SMU IIE in driving their capabilities in creating a sound eco-system that enables start-ups to grow their ideas while also fostering entrepreneurial spirit with students.”

Singapore – Digital commerce enabler in SEA, Synagie, has signed a Memorandum of Understanding (MoU) with Singapore Management University (SMU), aimed at co-developing digital education and training programmes. 

The programmes are specially designed to address the specific talent and skills shortages faced by the technology and e-commerce sector in the region. It seeks to upskill over 3,000 sector professionals by 2025. 

More than 60 SMU-certified programmes across seven areas of focus will be co-developed by SMU Academy (SMUA), the professional training arm of SMU and Synagie Commerce Academy (SCA). These include personal development, customer business development, channel development management, marketing and creative services, and supply chain operations, as well as customer engagement solutions, and business analytics solutions.

Complemented by SMUA’s highly interactive, collaborative, and project-based approach to learning, the modules delivered at SMUA will be taught by leading e-commerce and tech experts with industry experience. The programmes will be launched progressively in the latter part of this year. Participants, who will successfully complete the programme, will receive a certificate jointly issued by SMU and SCA.

Jack Lim, Singapore Management University Academy’s executive director, shared that the partnership with Synagie signifies their commitment to deepening collaboration and engagement with the industry to create practical learning programmes for adult learners who are looking to upskill and reskill. 

“Drawing from the proven andragogy expertise of SMU Academy and industry knowledge from Synagie, these programmes will serve to better equip the workforce with in-demand digital skills, eCommerce experience and bridge talent and skill gaps in this era of disruption,” said Lim.

Meanwhile, Olive Tai, Synagie’s managing director and co-founder, believes that to truly maintain their position as global leaders of the e-commerce sector, SEA’s e-commerce and tech players must come together to inspire and build the next generation of talent. 

“Synagie’s partnership with SMU marks significant milestones for two of the company’s stategic schemes – Synagie Commerce Academy (SCA) and Synagie Partner and Network (SPAN) – roadmapped to propel and future proof the Company position as Digitial Commerce’s leader and change agent for good,” said Tai.

Singapore – In honor of the late Dr. Yong Pung How, Singapore’s former chief justice and Singapore Management University’s (SMU) third chancellor, the university has announced that its School of Law will be renamed as ‘Yong Pung How School of Law’, effective on 11 April 2021. The said date would have been Dr. Yong’s 95th birthday.

The late Dr. Yong was a respected figure in the legal profession, as he transformed the country’s judiciary via key reforms that drove progress and excellence. Dr. Yong was also known in the higher education scene and was involved in the development of SMU’s School of Law.

SMU said in a statement that Dr. Yong played a significant role in the development of its School of Law curriculum. He facilitated the close relationships between the school, the legal profession, and its stakeholders. He also established the Yong Pung How Professorship of Law in 2007, creating an excellent faculty.

Furthermore, he established the Yong Pung How Bursary in Law in 2013, which provides financial aid for less privileged students at the School of Law, and later in 2016, the Yong Pung How Bursary, which supports needy students across the university.

Yong Ying-I, daughter of Dr. Yong said, “My family is deeply honored and touched by the recognition that the SMU and the Singapore Government have given my father. He was greatly committed to the education of the next generation and this honor will enable his legacy to be remembered and built upon.”

Meanwhile, Ho Kwon Ping, SMU’s Chairman, commented that SMU has been privileged to have a deep association with the late Dr. Yong Pung How, as he was the university’s pro-chancellor and then chancellor, who offered leadership and guidance. 

“Dr. Yong was a force of wisdom and his legacy will continue to positively shape the growth of our University and the School of Law. We are humbled and privileged to honor Dr. Yong by naming our School of Law after him,” added Ho Kwon Ping.

Similarly inspired by Dr. Yong’s vision in legal innovation, the School of Law has also created in 2014 the Center for Cross Border Commercial Law in Asia (CEBCLA), which has today been renamed the Center for Commercial Law in Asia (CCLA). It has now four legal research centers, focusing on A.I. and data governance, computational law, cross-border commercial law, and international dispute resolution.

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