McCann Worldgroup Southeast Asia Launches McCann Content Studios

Operating out of both Singapore and Bangkok, McCann Content Studios will house the network’s social, editorial and influencer strategy capabilities; social creative ideation and content creation; in-house end-to-end production and post-production, social audience and connection strategies and activation; influencer content co-creation and production; and performance measurement and optimisation.

It combines full-service social and creator strategy and execution into a single entity, and offers tailored end to end solutions to clients, tapping into rich and nuanced regional knowledge, while accessing the scale and power of the global McCann Content Studio network.

McCann Content Studios comes armed with a variety of both global and local proprietary tools to jack into culture and create content and conversations at scale:

Trend >> Content, a trend-based intelligence and ideation strategic operating system that enables the studio to spot and jack social and cultural trends in real-time to create content across four dimensions of social behaviour, generating dialogue or disruption.

Social Voice Mapping, an AI-enabled tool to identify an ownable brand voice to guide always-on content optimisation across clients’ social touchpoints.

CreatorIQ, an end-to-end influencer and creator management platform for real-time co- creativity at scale currently activated across all IPG agencies.

Since its launch in Singapore, McCann Content Studios has already worked with the Prime Minister’s Office Strategy Group to assure families in Singapore of support through the ‘Made for Families’ initiative. McCann Content Studios has also been awarded the social media management and content creation duties by GovTech, as well as leading social content strategy efforts for Microsoft, and supporting social duties for McCann Worldgroup Singapore’s existing clientele.

In Thailand, McCann Content Studios was instrumental in the agency’s recent win of L’Oreal Paris across growing digital, social media and influencer capabilities, and has also been deployed on the agency’s Red Bull (TCP) business.

“In an increasingly complex environment, where brands are looking for ever more sophisticated solutions across influencer, commerce and content, McCann Content Studios represents a consolidated offering that enables us to continue to provide best-in-class services for our clients", said Nicholas Handel, president, McCann Worldgroup Southeast Asia and Regional managing director, MRM Asia Pacific.

Leading McCann Content Studios Singapore’s suite of offerings: Fathrul Fazakir, general manager, McCann Worldgroup Singapore and practice lead, McCann Worldgroup Public Sector Practice, acts as client services lead for the Studio, with more than 16 years’ experience in integrating marketing communications, including driving social-first creativity for local public sector organisations and brands such as Microsoft and Unilever.

Liza Lorenzo has been appointed social lead, McCann Content Studios, with a decade of experience, having previously served as head of social for MRM Philippines for Nestlé, as well as digital mapping director for McCann Worldgroup Southeast Asia.

Leading McCann Content Studios Thailand’s suite of offerings: Sukit Kittinuntakul, General Manager, McCann Worldgroup Bangkok, has been with theagency for over a decade, during which time he’s led digital transformation projects across a range of clients, building a cohesive strategic consultancy offering, leveraging the core competencies of creativity, technology and performance.

Napatrapee Pitaknarongporn, Associate Social Director, has worked with MRM Bangkok for over seven years, on clients including L’Oreal, GM and Sanofi, with a social focus on Kiehl’s, Red Bull and Listerine.