TEST. ANALYZE. OPTIMIZE.

See if TAO is for you

WHO WE ARE

Our approach in a nutshell

TAO is our proprietary Performance Marketing approach. It’s a system that achieves significantly better marketing outcomes. It does this by leveraging the potency of AI to generate high-quality creative, contextually driven messaging and proven performance media techniques, all in tandem. It’s a throwback to the way advertising used to be, when creative and media worked in harmony. Today, that collaboration is even more powerful. Because the synergy between creative and media is facilitated by technology. AI is the pixelated glue that binds precise media targeting with highly engaging, on-point messaging.

WANT BETTER PERFORMANCE?

TAO is best suited to brands that rely on digital channels to sell their products and services. Insurance companies that are looking to sell direct to the consumer, car brands that want to entice car buyers to book a test drive, hotels that want to sell more room nights. As well as e-commerce businesses that want their customers to buy online: clothes shops, food delivery services and B2B services.

If you’re a business that relies on digital sales, contact us. We can show you how to find more precise audiences and sell more.

WhatsApp Andy at +65 9679 4997.
Or if you prefer, you can schedule a call.

OUR APPROACH

The TAO approach

Our ads continually beat benchmark response rates on digital media, quite often by 20 times or more. Here’s the process we go through.

TAO utilizes AI to analyse vast amounts of data – specifically consumer insights and behaviours. This allows us to identify creative themes and key emotional drivers which resonate deeply with your target audience.
Our AI-powered media platform scans what people are reading on the web. It looks for reading behaviours that are most relevant to your brand or category – and then ensures that your messages are strategically placed on specific pages of websites. The right message, in the right place, at the right time.
TAO's AI-driven capabilities allow us to identify and target highly engaged micro-segments of your audience. By continuously learning and refining these audience segments, we can deliver your messages to a more receptive audience, driving optimal results.

BENEFITS

Creative quality matters

We believe in the power of creativity. Headlines are the X factor. A creative, witty and cut-through headline can dramatically increase response rates. We are beating digital CTR benchmarks by huge margins. We have seen CTRs of up to 14% on facebook, 22% on display networks and up to 45% on Google Ads.

But a good headline isn’t the only factor that contributes to better performance. Long copy, specifically on Meta, has proven to out-perform short copy 90% of the time.

Of course, the quality of creative work doesn’t work in isolation. Delivering the work to a precise audience is key. And that’s the power of a platform that does exactly that.

The TAO way

Step 1: The brief

We gather information about the business, its challenges and objectives, including agreed marketing outcomes. Most importantly, we get a deep understanding of the audiences and what makes them tick.

Step 2: The media strategy

We define our target audiences, the category and the publishing networks that align best to our prospective customers. This is where we also agree KPIs and media budget.

Step 3: The creative strategy

We extract insights from our AI, such as readership behaviours and consumer narratives, to build poignant themes that resonate best with potential customers.

Step 4: The media plan

We set out a detailed media plan across display, search and meta (and when relevant, top of funnel platforms like Tik Tok). We put mechanisms pixels in place for testing creative and tracking results.

Step 5: The creative development

We finalise themes, craft headlines, create key visuals and write copy. From there, we create assets in different sizes and formats, ready to be pushed out into digital ecosystems.

Step 6: Execution

We roll out the campaign. We test creative versions against micro-segments, we optimise the best performing combinations and we retarget based on precise audiences that the AI has built.

Step 7: White spaces

Over time, our AI will find ‘white spaces’. In other words, consumer segments that are reading highly relevant content, and who we are not currently targeting. More importantly, white spaces give us a clear advantage because our competitors are NOT tapping into them.

SHOWCASE

A showcase of what we've done

CHINESE ELECTRIC VEHICLE

We were given the task to increase sales for an EV in Singapore. With the same media budget as the previous agency, we were able to increase sales dramatically. Our ads not only deliver higher engagement, but higher quality leads, too.

We achieved a ROAS of 66.80
Our leads to test drives saw an improvement of 56%.
Our conversions improved by 90%.
Our Search campaign generated an average 14% CTR (which is almost double the average), with the highest CTR reaching 24%.
Our average CTR on display was 1.14% with the highest CTR coming in at 3.4%.
Our average CTR on Meta was 1.90% , with the highest CTR coming in at 14.22%.

RETAIL BRAND

We created a footfall campaign for a retailer with 7 outlets in Singapore. The role of the campaign was to increase the saliency of the brand and drive people into the stores.

Our search CTRs reached a peak of 41%
The increase in footfall rose by 35%
The highest Display CTR was 3.5%
The highest Meta CTR was 6.6%
Although our activity is not directly attributable to sales, their sales have gone up by 20% since we started the campaign.

Paul is a results-driven Marketing Services Leader.
He has over three decades of experience in leading, optimising and transforming marketing services companies and MarTech organizations across APAC
& MEA.

Paul has expertise in crafting cohesive marketing strategies that seamlessly integrate brand building with data-driven marketing and the latest marketing technology. He has championed innovative marketing solutions across various industries (FMCG, FiServ, Hospitality, Retail, Technology, Telco), leveraging data to personalize customer journeys.

In addition, he has implemented large-scale CRM and Loyalty programs, increasing customer lifetime value, while at the same time improving up-sell and cross-sell rates.

Paul built the first ever double-byte enabled marketing database in Asia - just one of his innovative and entrepreneurial forays.

PAUL DAVIES

OUR CORE TEAM

We have a talented team with diverse backgrounds.

But the focus everyone on the team shares is a passion for helping our clients’ businesses grow.

Andy is an award-winning creative leader with over 40 years of experience in marketing communications.

He started his career at Ogilvy & Mather Direct (which would later become OgilvyOne). As such, his first love was Direct Marketing. He grew a passion for direct response and understood that creativity was a key ingredient for driving better sales.

Andy jumped over to the other side of the fence in 1998 and became the Executive Director of Ogilvy Advertising Singapore. He turned the agency into the most awarded advertising agency in APAC and was voted the #1 Creative Director by Campaign Brief for 6 years in a row.

TAO was born out of the realisation that performance marketing was underperforming. Andy saw an opportunity to create something better and partnered with Giles Henderson to create a more powerful performance marketing approach which utilised the power of AI, combined with contextual messaging.

ANDY GREENAWAY

Gerard started his career in Direct Marketing and helps people and businesses become the best versions of themselves in this digitally-fragmented world.

His most recent task was to build a commercial ecosystem and strategy for a Singapore bank across product development, marketing and sales – which was designed for local, regional and global markets.

Over the years, Gerard has stewarded many leading companies: He was the Managing Director of Ogilvy, the General Manager of Leo Burnett and the Managing Director of Possible Worldwide, which later became XM, the digital transformation division of JWT.

GERARD LIM

Shen is a digital native. She is a multi-talented art director and designer who drives the art side of TAO. Shen works with her team of designers to create arresting key visuals, dynamic images and GIFS and cut-through videos. She also oversees the production of TAO campaigns, delivering over 100 assets across multiple channel for each project.

SHEN AU

As a designer, Abigail finds joy in the versatility of design and the impact it can bring to a client’s business. She has brought flair to her TAO campaigns and always looks for ways to create cut-through in her work. Abigail has developed TAO campaigns for brands such as Mercedes, Kia, Citroen, Chi Longevity (a health clinic) and Eskimo e-sim.

ABIGAIL LOW

With over 20 years of experience in online and digital media, KJ has led teams delivering digital projects across industries, including automotive, fashion, sports, and publishing. He has also spearheaded key brand and marketing initiatives, notably during his tenure as Creative Director, Brand and Group Marketing at Epsilon in New York.

KJ TAN

WHAT WE DO

The results speak for themselves

We have helped many of our clients double their response rates – and in many instances, double their sales. We have seen exceptional results across many verticals - including finance, automotive, telco and lifestyle. The results include a ROAS (return on advertising spend) of over 60:1 for an EV car model where we increased sales by 50%. This was with the same media spend as the previous agency campaign. For a lifestyle brand, we increased sales by 280%. And for a finance brand we have reduced cost per acquisition by 4 times. These results were not by luck, they were by design.