Distilleri Named “Local Hero of the Year” at Singapore Media Marketing Awards

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Singapore’s Distilleri Agency Wins Gold, Earns Industry-Wide Applause for Hyperlocal Brilliance

Singapore-based ICOM member agency Distilleri has earned a major accolade, being named Local Hero of the Year at the Singapore Media Marketing Awards (SMMA). This Gold agency win—their first since launching in 2020—marks a milestone for the young, independent shop already making waves with its bold, hyperlocal approach.

After earning a Bronze for Best Independent Agency at the 2023 Agency of the Year Awards, Distilleri’s latest recognition confirms what their clients and peers already know: Distilleri is redefining how creative work resonates in one of the world’s most competitive markets.

“It’s a nice moment of validation,” shared Junren Xiao, General Manager and Managing Partner of Distilleri.

It tells us that what we’re building at Distilleri—the culture and the people—works. We’re still a work-in-progress, but it gives us the space to pause, reflect, and feel confident that we’re on the right track.

Grounded in Culture, Powered by People

Since its founding, Distilleri has championed creative work rooted in real consumer insight, rejecting clichés and performative trends in favor of relevance, resonance, and results. Their creative philosophy focuses on “hyperlocal storytelling,” crafting campaigns that speak directly to Singapore’s culturally rich and nuanced audiences.

“Singapore may be a small market,” notes the team, “but it’s crowded and discerning. To stand out, we need to be hyper-relevant. That’s where we thrive.”

This clarity of vision has proven magnetic—for clients, for collaborators, and for awards juries.

“I’m continually amazed by the team’s relentless drive and commitment to excellence,” said David Tan, Senior Advisor and Co-founder. “They tackle challenges together, grow stronger through them, and never lose sight of what matters. And a huge thank-you to our fearless clients who trust us to bring their unique stories to life.”

Leading by Example

Beyond campaign success, Distilleri’s influence extends into the wider industry. Managing Partner Jian Yang recently served as Co-Chair of the prestigious Hall of Fame Awards, where Distilleri also took on the role of Creative Partner—a signal of the agency’s rising stature within Singapore’s marketing landscape.

More Than a Win—A Moment of Momentum

“This Local Hero award isn’t just a trophy; it’s a testament to what’s possible when bold ideas meet local insight, and when independence fuels impact,” added Alan Tang, ICOM’s APAC Regional Director. For a team still finding its rhythm, the recognition is a welcome push forward.

As the team at Distilleri shared, “Being recognised by our industry peers is incredibly affirming. It gives the team a real sense of momentum and reassurance… More than anything, it encourages us to keep pushing, learning, and raising the bar for ourselves.”

At ICOM, we celebrate this spirit—the courage to create differently, the curiosity to question convention, and the commitment to growing together.