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7 New Initiatives That Drive Agency Business


Asia paves the way for a strong start in 2023 with collaboration and inventiveness that strengthen client portfolios, discovers Esther Faith Lew

7 New Initiatives That Drive Agency Business

Transformational change sets the tone for 2023, and agencies look to boost their expertise with strategic partnerships and launches.
Whether it’s delving into the metaverse; leveraging tech to make sense of data; optimising the power of social marketing; or reinventing production platforms, these agencies are ready to tackle the dynamic shifts in market developments and exceed client demands.

Developing New Experiences in the Metaverse

The metaverse provides a rich playground for marketers to tap into potential customer engagements, and Wunderman Thompson’s partnership with The Sandbox puts them front and centre of this dynamic space. It enables agency clients to get into the Web3 culture with the best interactive experience for their brands. 

Additionally, this partnership includes a training programme that will be pivotal in upskilling thousands of agency creatives and technologists. There will be separate training tracks for executives, creative practitioners, and media experts and strategists. 

Better Optimisation of Digital Campaigns 

Playground xyz partners Publicis Groupe APAC with the aim to better understand consumer attention on clients’ digital ad campaigns. Whilst the importance of data is known, the matter of being able to measure attention meaningful hasn’t always been clear. This initiative is a game changer in enabling digital campaigns to be more strategic and effective.

As this partnership progresses, both parties will also be looking to test the application of Playground’s attention solutions to other advertising approaches and channels such as Youtube video ads.

Transforming Brand Communications 

Effective communications may seem like a basic and obvious criteria in any campaign. But it is also one that is highly likely to be wrongly perceived. Customer engagement is the end goal of effective communications. But the many varied platforms and channels of communication just add to the confusion with its many layers of disconnected messaging. 

Brown Forman wants to overhaul brand communications by partnering with BBDO to remove barriers and deliver contextually relevant communication strategies. To facilitate this, the Energy BBDO Shanghai office will serve as the regional hub for key Asian markets.

Creating Personalised Engagements with Virtual Identities

Rae is one of Asia’s top virtual influencers, a virtual identity created by CapitaLand (CLI) Investment. It has more than one million followers across Weibo and Instagram, and has fronted campaigns for many global brands. Dentsu Singapore is now CLI’s innovation partner, tasked to talent manage Rae and oversee business development.

It’s a pivotal partnership for dentsu to expand its global virtual identity solution, dentsu VI. dentsu VI is poised to take advantage of the surge in demand for virtual engagements that provide immersive, humanised experiences. The possibilities for virtual identities are tremendous, and can be applied to any online space such as e-commerce websites, social networks and live events.

Driving Social-First Marketing 

Social media strategies remain an integral part of any campaign development, now more than ever before, and so are top influencers. In Asia, 80% of social media users are likely to purchase products when they are recommended by influencers they follow. BBDO Singapore’s partnership with Boom Digital Media addresses this huge upside potential.

Boom’s founder is a highly successful TikTok influencer who has 35 million followers on his social media accounts, and has garnered 10 billion views on his personal comedy skits and videos on @mingweirocks. With this partnership, BBDO is able to provide brands with proven strategies that can make an impact on  TikTok, which has totally disrupted the way people consume content. 

Healthcare Solutions That Meet The Boom

With healthcare, pharma-medical and wellness companies experiencing strong growth in recent times, Wunderman Thompson has brought their A game with the launch of its specialised healthcare practice to help brands deliver insight-driven and innovative products. 

Wunderman Thompson Health comprises experts across creative, medical-legal, compliance and public health specialities. Its expertise and insights create a unique positioning that appeals to brands looking for a partner well-versed with the nuances of healthcare marketing. The practice will ensure that technology, creativity and data are the drivers in humanising the healthcare and wellness experience for consumers. 

Reinventing the Production Wheel 

With integrated campaigns requiring various content assets to be produced, the process can be time consuming and costly. Publicis Groupe owned Prodigious India and Content Factory India now enables brands to create volumised branded content in a single shoot schedule with the launch of Supershoots, a proprietary production model.

Both companies bring together specialist production expertise in video, digital and print to design, produce and deliver branded content across all channels. Supershoots has been able to drive up to 45 % cost efficiency and deliver 4X the amount of assets from a singular production schedule.

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LBB Editorial, Mon, 09 Jan 2023 03:14:35 GMT