What is Glue?
1. A substance that is used for joining things together permanently,
produced from out-of-the-box thinking and a passion for flawless
2. An adhesive force that bonds brands and consumers together through
content rich branded experiences.
3. A brand activation agency that was created by gluing Asia’s leading
media investment management group with a team of people that get in
and get it done.
Source: Glue 2009.
360 Communications Planning
TV Outdoor the content rich
Digital Message Mobile that bring
PR Experiences to life
What Makes Glue Different?
We deliver creative activation
solutions fully integrated into your
communications planning process.
Our Operating Structure
Born in 2009 from a strategic partnership between
GroupM and Total Sport & Entertainment.
Our People Make It Happen…
Chief Operating Officer, Asia
Josh joined Glue in 2009 after 10 years of brand marketing at PepsiCo working in both
market and regional roles. He oversaw Gatorade’s Marketing Activation programs in
Australia & Asia for 4 years and then led the Gatorade brand expansion through Asia for 6
years including launches in Thailand, Japan, Malaysia, Philippines & Indonesia. Before
joining PepsiCo, Josh was a key player in Qantas’ global Sports Marketing Team. His last
role at PepsiCo saw him heading up marketing for Hydration Brands across Asia.
For the last 12 years Greg has run the Australian activation team from Sydney (known as
TSE) & developed a reputation for getting in & getting it done. He has a wealth of brand
activation experience working with major clients including Adidas, Gatorade, Virgin
Mobile, Diageo, Fisher & Paykel and Fujitsu.
Solutions Across Asia
Hong Kong Taipei
Our Singapore Clients
Active in Past
Active in Past
What Others Say About Us…
“Working with the guys from Glue has been a pleasure from start to finish.
Their professionalism, expertise and attention to detail is complemented
by their approachability and constant positivity. Whoever the individual
was I was dealing with, everyone seemed to give the impression of
enjoying what they were doing - a rare commodity.
Having worked with hundreds of event organisers from all parts of the
globe over the 7 years I've been with Guinness as a Records Adjudicator, in
my mind Glue are at the very top of the tree and I very much hope to have
the pleasure to work with them again”.
Director of Television
Guinness World Records
Sponsorship Activation Singapore
AVIVA Limited (Singapore)
Create an event that would help AVIVA take their Badminton
Sponsorship to the heartland masses.
AVIVA World’s Largest Rally: Singaporeans joined together to
set a new Guinness World Record.
Qualification events in heartland locations fed into the Final
Event at Raffles City. Supported by on-ground blitz campaign.
Created unprecedented engagement between AVIVA and the
heartland badminton audience.
Over 600 participants & 1,000 spectators attended the Final
Event to help set the new World Record of 96 shots.
Event Management Singapore
Complete Event Management & Marketing of an Urban
Freestyle running event and festival scheduled for April 2010.
Core project team with significant major event management &
event marketing experience created – 3,000 participants expected
to take part in the running event and 7,500+ in the festival.
Soft launch conducted October 2009 – FlashMob activity at
Raffles Place with viral video seeded online to create hype &
WOM buzz among core target.
Press launch conducted December 2009 with significant event
Event scheduled for April 2010.
On-Ground Activation Singapore
Build and execute an on-ground activation program that
educates Singaporeans on the MAS network and generates
excitement in an engaging and interactive environment.
Partnered with Mindshare to create the Malaysian Airlines
Winning Smiles campaign where consumers could get their photo
taken against a destination backdrop with all the pictures forming
a MAS destination collage.
8 week activation program in Singapore (booths erected every
Saturday along Orchard Road).
Flashmob Activation Singapore
Singapore Sports Council
Conceptualise, choreograph and execute a Flashmob to help
promote the launch of the ‘Lets Cheer’ Youth Olympic Games
Brief included full production of 120, 60 and 30 second
promotional videos seeded and planted online to drive awareness
of the campaign and affinity with SSC.
5 Flashmobs executed in Singapore over 6 week period.
Unprecedented coverage in Print for a Singapore Flashmob –
Front Page coverage in the Singapore Straits Times Newspaper.
On-Ground Activation Singapore
NesVita Omega Plus
Conceptualise & activate a series of free on-ground Health
Checks for NesVita Omega Plus in Singapore over 2 months.
Health Check Roadshow visited heartland locations across
Singapore delivering free cholesterol checks, bone density scans &
nutrition tips to over 250 people each Saturday.
Negotiated & managed partnership with People’s Association
(PA) to drive additional foot-traffic to weekly events.
Events attracted a strong flow of traffic +25% vs. forecast.
8 week national activation program.
On-Ground Activation Singapore
Create an on-ground activation platform to drive awareness &
trial of Nestle Fitnesse.
Build inextricable product link with weight-management.
Conceptualised an on-ground activation program called Nestle
Fitnesse Office Workouts.
Recruiting 20 of Singapore’s largest companies to take part in
the program that features an office workout, sampling session &
opportunity to sign-up for the Nestle Fitnesse 30-Day Challenge
(BMI reduction challenge).
Developed partnerships with Puma & Fitness First to add
credibility & scale to the program.
Retail Sampling Singapore
RTD Milk-Based Colostrum Drink
Conceptualise, develop & execute a national in-store sampling
campaign that cuts-through and breaks the codes on how in-store
FMCG sampling is normally conducted in Singapore.
Developed a unique premium look & feel for the sampling booths,
sourced young fresh promoters, educated the promoters on the core
product benefits & functionality with weekly training sessions held
throughout the campaign.
8-week campaign conducted across major retail & health outlets in
Singapore including Cold Storage, NTUC, Fitness First & Pure Yoga.
Average rate of 12% conversion significantly beat client KPI of 8%.
Schools & Street Sampling Singapore
Build and execute an on-ground sampling program for PepsiCo’s
Mtn Dew and Revive products across Singapore.
12-month program puts a branded vehicle on the streets for 6
days a week hitting schools, universities, polytechnics, events &
guerilla locations – where the core audience is.
Build & manage a team of 3 Thirst Squad employees to operate
& execute the program.
Program reaches 500,000 of core target audience annually.
Brand Education Singapore & China
Project Managed by Glue Singapore
Launch interactive schools program to educate students on the
science of sweat across 5 cities in China over 3 months.
Developed unique market-relevant content for the Gatorade NBA
China Schools Program.
Program activated in 5 cities reaching over 150,000 junior-high
students in 3 months.
On-Ground Activation Indonesia
Project Conceptualised & Managed by Glue Singapore
Create unprecedented social chat and buzz for the Alienware
Brand in Indonesia.
Deliver massive engagement & a unique trial experience with the
core target audience.
Alienware Command Centre idea conceptualised, managed and
executed by Glue Singapore on-ground in Indonesia.
Branded bus will travel around Indonesia for 3 months.
Media launch attended by over 40 local & regional media.
LG Electronics (Regional)
Management of Airline Partnership program for LG across Asia –
LG will give 4 Asian Airlines 17 x New TV Sets each week for 17
weeks so they can run an in-flight duty free promotion giving away
the TV Sets.
Drive maximum in-flight media for LG – in-flight magazines, in-
flight TV units, boarding pass promotions, display units in airline
lounges, editorial content etc.
Negotiated consortium partnership deals to deliver over
SGD$250,000 of media value for LG through Singapore Airlines,
Tiger Airways, JetStar and SilkAir.
Barter media deal negotiated to deliver advertising through
SilverKris, KrisFlyer & KrisShop Magazines & in-flight entertainment.
Football Frenzy Digital Platform Launch
Negotiate editorial contribution agreements with ex-EPL Players
for SingTel’s mioTV Football Frenzy platform.
Work directly with Athlete’s & their Agents to negotiate cost-
effective deals for SingTel.
Draft contracts & manage amendments through to execution
Negotiated extremely cost-effective deals for SingTel with Tony
Adams (ex-Arsenal Player, England Captain & Manager) and Bryan
Robson (ex-Manchester United Player, England Captain &
Tiger Biscuits Brand
Identify & negotiate a globally recognised ex-player for Kraft’s
Tiger Biscuits ‘Tiger Football Stars’ Reality TV Show & subsequent
Negotiated an extremely cost-effective deal for Kraft with Peter
Schmeichel (Manchester United Legend) that covered
participation in the TV Show, full Image Rights across ATL & BTL, 2
trips to Malaysia & additional content for consumer activation.
Reality TV Show airs Q1 2010 in Malaysia.
Chief Operating Officer: Asia
P: +65 9188 4525