Verve Opens Singapore Office as Experiential Marketing Surges in Asia
The agency aims to tap into Southeast Asia’s growing demand for offline, immersive brand experiences.
Experiential and brand activation agency Verve launched its Singapore office on November 4, expanding its global footprint into Asia as the region's experiential marketing investments grew 36.8% year-over-year in 2025.
The new office, led by Michael Pring as Country Head and Global Client Director, joins Verve's existing locations in Dublin, London, and Amsterdam.
Verve's expansion positions the agency to serve international and regional clients from Singapore, which accounts for 41% of Southeast Asia's experiential marketing spending.
The move follows successful campaigns for Google's exhibition at World Summit AI 2025 and Coca-Cola's Christmas Truck Experience across various markets.
The agency operates as part of The Opus Group, which maintains a network of more than 600 professionals delivering cross-border experiential programs. Verve brings B Corp certification and ISO 20121 and ISO 14001 credentials, sustainability standards increasingly demanded by brands in the region.
The APAC experiential marketing sector has increasingly embraced tech, with 62% of brand activations incorporating augmented or virtual reality elements in 2025. Separately, 78% of marketers in the region now prioritize artificial intelligence for real-time personalization in campaigns.
Verve's recent work demonstrates this focus. The agency's Google exhibition used interactive AI demonstrations, while its Coca-Cola Christmas Truck Experience combined AR gift-tagging features with live performances. The Coca-Cola activation generated more than 650,000 engagements and a 57% sales lift.
Leighton Cosseboom
Barry Muldowney, Verve's Chief Operating Officer, emphasized the agency's technical capabilities. "Our global tech infrastructure enables real-time personalization, exactly what Asian consumers expect," he told reporters.
Social media amplification remains a key return driver for experiential campaigns. Research shows 90% of event attendees share their experiences on social platforms, a significant factor in a region with 650 million social media users.
Verve joins other international agencies establishing Singapore operations in 2025. UK-based Battenhall and New Zealand's Darkhorse both opened offices in the city-state this year, reflecting broader industry momentum toward APAC markets.
Founded in Dublin more than 30 years ago, Verve operates as Ireland's largest experiential and brand activation agency. The Singapore office will be supported by global leadership, including founder Ronan Traynor, Muldowney, and group creative director Mike Kettles.
Traynor highlighted the strategic value of the location for client service and collaboration across time zones. The agency offers services including event management, brand experience design, and activation programs for both international and regional clients.
The expansion comes as Southeast Asian consumers, particularly Generation Z audiences representing 48% of the region's population, increasingly expect purpose-driven and immersive brand experiences. Verve's sustainability certifications align with procurement trends favoring vendors with verified environmental management systems.
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