Monks appointed to elevate Zig brand

S4 Capital’s Monks Singapore has been appointed by ComfortDelGro to lead brand, media and data strategy for its Zig point-to-point mobility business. The collaboration aims to unify Zig’s taxi, private-hire rental, payment, and ride-hailing services under a single tech-enabled identity.

The engagement begins with a brand refresh and a multi-channel campaign designed to energize the Zig brand while retaining its distinctive qualities.

‘Time to Zig’ brand platform

The new platform, Time to Zig, highlights the choice and freedom Zig provides to riders and drivers in Singapore. The campaign will run across OOH, social, digital, events, and a series of films showcasing everyday “Time to Zig” moments. Using local references, relatable situations and light humour, the campaign aims to foster stronger connections with both riders and drivers.

Joshua Kuah, Head of Marketing, Zig by ComfortDelGro: "The appointment marks a timely and thoughtful evolution of ComfortDelGro’s point-to-point mobility business, uniting the Group’s deep operational strengths with a renewed focus on freedom, trust, and the human experience. This is not only about delivering more and better rides, but also building a customer centric point-to-point ecosystem that empowers people with greater freedom to move, earn, and connect with confidence."

Media and data integration

Monks Singapore’s media and data teams are supporting the campaign, enhancing Zig’s media strategy and data capabilities to ensure measurable impact.

Yasmine Mansour, Head of Growth, Monks South East Asia: "We're proud to partner with ComfortDelGro P2P at this pivotal moment for Zig. Our role is clear: ensure the brand works as hard as the platform does, with ambition, integration, and a relentless focus on measurable impact. This is the foundation for long-term growth."

Bill Davies, Creative Director, Monks Singapore: "It’s exciting to work with a brand that touches the lives of so many Singaporeans. We wanted to have fun with the brand, give it new meaning and bring joy to people in a way that felt authentic and relatable. It’s a brand platform that we hope can keep running and running, with lots of ways to put a smile on people’s faces."

The partnership marks a key moment in Zig’s evolution, positioning the platform for growth while strengthening its relationship with riders and drivers across Singapore.

www.monks.com

www.comfortdelgro.com

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