Swot Analysis Of Pico Art

1.0 Objective 1.1 To obtain ACEO’s approval to i) consider the design, advertising and consultancy based activities of Pico Art International Pte Ltd (“Pico Art)’s subsidiaries, related companies, joint venture and business partners as servicised activities from Pico Art and to ii) apply the 60:40 rule on a cluster basis. 2.0 Site Details Allocation No. 10639
Address 20 Kallang Avenue
Proposed Usage Production of exhibition, indoor/outdoor promotional display, advertising services including conceptualisation design, project management, computer graphics
Property Type Land – Inland
Tenure 15 Dec 1988 – 14 Dec 2048 (60 years)
Land Area 11,345.60 sqm
GFA 25,702.91 sqm 3.0 Company Overview 3.1 Founded in 1969,

The upstream activities such as research & design, branding strategy, digital solutions and data analytics are largely undertaken by consultancy firms. As client’s demands and expectations increase, there have been pressure on Pico Art to run the whole gamut from brand strategy to execution, known as brand activation strategy. Rather than a series of disconnected, tactical executions, a brand activation strategy allows a seamless approach to activation managed by either one agency who will cover all elements of activation or agencies need to work collaboratively to execute integrated campaigns, based upon a singular insightful, organising thought. As a single point of contact and accountability, it not only enables Pico to win a larger proportion of their clients marketing budgets, it also allows them to engage their clients well before a particular trade show and a longer service period due to the greater extent and variety in their service

Driven by the agglomeration of economic activities in Asia, the region has emerged as the new frontier for events, exhibitions and attractions. To capture these opportunities and expand its international footprint, Pico Art has to grow its value chain and strengthen is business capabilities in order to keep its service offering up-to date and holistic in responding to today’s dynamic business environment. This strategy is critical for Pico Art to remain competitive and ahead of the game. In fact, this business strategy is not new and has been adopted by some of the leading players in the industry. For example, WPP Public Limited (“WPP”)1 a British multinational advertising and public relations company has been growing their value chain through various modes such as joint ventures and mergers and acquisitions. Recently, WPP’s sister company Horgarth Worldwide2 had joint venture with Oglivy & Mather3 to set up a new company – Hogarth & Ogilvy that brings the resources and technology of the world’s leading production agency into the world’s most creative