Meet Anil, co-founder of Maddbuzz with the vision of transforming how outdoor advertising is perceived and executed across Singapore and the Asia-Pacific region. Recognising that traditional outdoor advertising was often treated as static and difficult to measure, he saw an opportunity to create campaigns that were more strategic, data-driven, and engaging.
Today, Maddbuzz works across multiple advertising platforms including MRT stations, buses, airports, and experiential activations. By combining creativity with audience insights and regional expertise, Anil and his team help brands build stronger connections with consumers in an increasingly crowded media landscape.
What inspired you to start Maddbuzz, and what gap did you see in the outdoor advertising industry at the time?
Maddbuzz was started in 2019 because we saw that outdoor advertising in Singapore and across Asia was often treated as static. By static, I mean traditional billboards and posters with very little innovation involved. The gap was very clear.
Brands needed outdoor media that was not only visible, but also strategic, measurable, and engaging. Maddbuzz was created to bridge that gap by combining creativity with data-driven planning.
Maddbuzz handles planning, strategy, and media buying across multiple platforms like MRTs, buses, and airports. What goes into deciding the “right” outdoor placement for a client?
There is no single “right” outdoor placement for every client. It is really a mix of science and art. We look at audience profiling, traffic flow, dwell time, and campaign objectives. For example, airport placements work well for premium brands targeting international travellers, while train advertisements effectively capture daily commuters.
Ultimately, the right placement is about aligning the medium with the client’s message and intended audience.
You operate not just in Singapore, but across APAC. What are some of the biggest challenges when executing campaigns across multiple countries?
Every country has its own regulations, cultural nuances, and logistical realities. What works in Singapore may not necessarily resonate in Jakarta or Bangkok. One constant challenge is maintaining consistency in brand messaging while respecting local contexts.
We overcome this by building strong local partnerships and tailoring executions without losing the campaign’s core identity.
Experiential marketing is extremely important today. Consumers no longer just want to see a brand; they want to experience it. Outdoor placements create awareness, but activations turn that awareness into engagement.
Beyond media placements, Maddbuzz also handles on-ground activations and events. How important is experiential marketing today?
Experiential marketing is extremely important today. Consumers no longer just want to see a brand; they want to experience it. Outdoor placements create awareness, but activations turn that awareness into engagement.
Experiential marketing helps build emotional connections, and in today’s cluttered media environment, that is what makes a brand memorable.
What are the biggest misconceptions clients have when they approach outdoor advertising?
One of the biggest misconceptions is that outdoor advertising is only about billboards, but it is much more than that. Another misconception is that outdoor advertising is difficult to measure. In reality, outdoor advertising today includes multiple formats ranging from transit advertising to digital screens.
We can now track impressions, integrate campaigns with mobile platforms, and measure ROI. It is far more dynamic and accountable than many clients initially think.
What is one mistake you made that became a very valuable lesson?
Early on, we underestimated the lead time needed for a cross-border campaign. Different regulations and approval processes took much longer than expected, and we had to scramble to meet timelines.
That experience taught us that meticulous planning and allowing buffer time are non-negotiable. It made us much sharper and more resilient when managing complex projects.
What is your vision for Singapore in the next five years?
I see Singapore evolving into a smart city where advertising becomes seamlessly integrated into the urban environment through digital, sustainable, and interactive solutions.
My vision is for Maddbuzz to be at the forefront of that transformation by helping brands connect with audiences in smarter, greener, and more engaging ways.
If you could have a superpower for one day, what would it be and why?
I would choose the ability to instantly understand consumer intent. Imagine knowing exactly what people are thinking when they see an advertisement. It would completely revolutionise how campaigns are designed. If you ask me, that is the ultimate marketer’s dream.
Connect with Anil: MaddBuzz and LinkedIn.
Anil is a member of Rainmaker, a revolutionary movement that rallies like-minded people together based on the values of Love, Authenticity, Respect, Kindness and Youthfulness (LARKY).
