5 Minutes With… Koyal Singh
In an industry where adaptability is key, South African brand communication agency Migration is stepping up with a dynamic new approach.
Koyal Singh, partner at the studio, reveals to LBB’s Olivia Atkins, how its ongoing strategic evolution is driving creativity and high-impact work for some of the world’s most valuable brands.
Singh considers the rationale behind Migration’s expansion into London, the rise of influencer engagement, and how the studio is poised to navigate an ever-changing landscape. Through continuous innovation and strategic partnerships, Migration is not just keeping pace with the industry's changes – it's leading the charge.
LBB> Can you elaborate on your agency's new strategy – what are the key components, and how do they represent a shift from your previous approach?
Koyal> Our strategy is constantly evolving. We look at our strategy quarterly and assess what best serves our studio and its clients. While the changes we've made over the past year may seem incremental, they represent a deliberate and continuous shift towards a more strategically-led and creatively-driven model.
We call ourselves a studio, rather than an agency, as we focus on enabling our best thinkers, makers, and creators to produce high-impact work for some of the world's most valuable brands.
You’ll see that come to life in the work we do and the clients we work with. We operate as a strategic and creative partner, independently and in collaboration with agencies, to facilitate creative excellence.
LBB> What was the strategic decision behind opening a new office in London? How does this move align with your broader goals, and what opportunities do you anticipate it will create?
Koyal> We wanted to work with the world’s most valuable businesses and brands, so we knew we had to be based where they are to create a seamless experience for creating and collaborating together.
We work with a large number of global brands in Africa and the Middle East and now, we have the opportunity to service some of the world’s most loved brands across Europe and North America.
Opening up an office in London brings us physically closer to some of our clients and makes us more accessible to new ones. It also opens the door to a larger talent pool.
LBB> You’re also partnering more directly with influencers – how do you see influencer engagement enhancing your agency’s reach and impact?
Koyal> The rise of the creator economy has created a great opportunity for reaching audiences in a more authentic and human way. For example, TikTok is increasingly being used as a search engine, mainly because people trust people before they’ll trust highly-curated ads. Social seeding has become an effective way of planting content in strategic places where it will naturally grow and spread among our desired audiences.
When fostering deeper human connections, the obvious way to do that is to use voices that are real and to create content that connects with audiences. Because of this, we’re using more honest data points to inform our campaigns, which has meant we can create more impactful pieces of work which only adds to our own sense of credibility.
LBB> As Migration increasingly operates on a strategic level with big agencies, how do these collaborations work in practice?
Koyal> Our core expertise lies in strategy and creative, allowing us to contribute both internally and externally for our clients. Collaboration is key for us; it’s the best way to bring an idea or project to life, whether we’re working with talent, clients, or creators.
During the execution phase, our creative and content studio plays a flexible role, offering services that support both clients and agencies, tailored to the specific needs of each project.
LBB> With all these strategic changes, what does the future of Migration look like from your perspective? How do you see your agency adapting to this evolving landscape?
Koyal> I have great confidence in our team, the business, and the brand we’ve built. We’ve faced numerous challenges, but our resilience, adaptability, and grit have always shone through.
The future of Migration is about connecting the world’s top talent with the most valuable businesses and brands to create impactful work. That’s what excites me the most!
LBB> And how do these changes fit into your long-term vision for the agency?
Koyal> The world has changed since covid, and in many ways, it has worked to our advantage. We now have the freedom to collaborate with anyone, anywhere – whether as talent or clients. This global flexibility is where great work thrives and its central to our long-term vision for the agency.
