Huge moves into Asia

Saatchi & Saatchi veteran Martin Riley will lead business in Singapore, Japan, and mainland China.

Martin Riley, Huge's leader in Singapore, Japan, and mainland China
Martin Riley, Huge's leader in Singapore, Japan, and mainland China

SINGAPORE: Huge has launched a full-service office in Asia, appointing former Saatchi & Saatchi executive Martin Riley to lead business in Singapore, Japan, and mainland China.

"Asia-Pacific is a fascinating region," Riley told Campaign Asia-Pacific in an exclusive interview. "The numbers are breathtaking; we’re talking about 50% of the world’s Internet users, and there’s a lot of ambition about technology and hunger for innovation."

Huge CEO Aaron Shapiro launched the small Web-design shop in 2005, but quickly realized that businesses were grappling with broader business issues in an increasingly digital world. He describes the agency’s approach as combining strategy and design to deliver simple, intuitive experiences.

"We are focused on how digital can be used to accomplish better business experiences," he said.

Huge employs 1,200 people in 12 offices including the US, Singapore, Colombia, and Rio de Janeiro. Its key clients include American Express, Nike, and Google. In Singapore, the agency is engaged in "really good conversation" with local clients who are starting to show interest, though Riley declined to name names.

Before joining Huge, Riley spent the first half of his professional life in London with Saatchi & Saatchi, where he worked on P&G's Olay across Europe, led Visa International across the Nordic markets, and managed global design for P&G's Head & Shoulders. He later moved to Hong Kong to lead creative communications for Emirates Airlines and Ritz Carlton hotels. Riley has also helped clients like JM Smucker enter the Chinese market.

This article first appeared on Campaign Asia-Pacific.

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