Kinetic's Alex Thompson loves Singapore

Alex Thompson is chief executive at Kinetic Asia Pacific

Singapore: a "really small island"
Singapore: a "really small island"

Why did you choose Singapore?
My job in Asia began in Thailand, but once China and India got going, Singapore was the logical location for a head office. It runs well, has good communication and infrastructure links and a fantastically efficient airport from which to get around the region.

How are you finding it?
I love it: it's a great place to be based. You can really enjoy Asia from here as it is centrally located, with tremendous cultural diversity. As I get older, very low crime rates, clean streets and sunshine are becoming very important to me, but maybe I'm losing my edge.

What are the main differences?
The UK is a small island and Singapore is a really small island - imagine Clapham, Battersea, Balham, Wandsworth and London south of the river. As a result, the number of titles, channels and stations is understandably far smaller than in the UK, and total advertising spend is far less.

How advanced is out-of-home?
There are five main media owners in the out-of-home marketplace and, perhaps not surprisingly, you can cover 100% of Singapore with a single out-of-home campaign. Out-of-home share is 7% of total media and growing. City lights and transport advertising are the most popular, with few billboards, and digital and mobile are both growing.

What's the social scene like?
There are plenty of bars and they stay open until the last person wants to leave but, unlike most places, the cost of a pint makes you wish you were back in London. There is every conceivable type of cuisine and bar and the mix of expats makes it an interesting place to make varied friends quickly.

One thing the UK can learn from Singapore
If you come and see Singapore, any misconceptions will disappear. Love it or hate it, you will leave with a different perspective to the one you had previously.

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