Red Ant's Asia Expansion
Red Ant, the UK-based digital and technology specialist, has opened a regional headquarters in Hong Kong - will complement the local team already established in Shanghai. As part of Red Ant’s latest move towards global expansion, the Hong Kong office will play a central role in developing strategic digital partnerships with key brands across Asia, as well as further strengthening relationships with existing clients in China.
Red Ant’s Elisa Harca, who has worked at the company since 2010, recently moved to Hong Kong to become the company’s Regional Director for Asia. She will be leading the teams in Hong Kong and China. With a background in running high-profile campaigns for major brands, Elisa has developed digital and engagement strategies for Swatch, MTV, MAC Cosmetics, Samsung, The Royal Bank of Scotland (RBS), Burt’s Bees and Ericsson, among others. She has also worked in a wide-range of marketing roles, including client side with The History Channel, Fujitsu and was co-founder of an event production company in New York in early 2002.
Red Ant already has commissioned work in Hong Kong; building websites for companies such as Woodland Pre-schools and Ocean Ethix. The company already lists Swatch, Police, Costa Coffee, MTV, Dr Hauschka, Fabbri and Calvin Klein amongst its client portfolio in Asia.
Elisa took part, last week, in the UK Trade and Industry department’s high-profile trade mission to China, accompanying Chancellor of the Exchequer George Osborne on a number of visits to some of the largest technology companies in China, including Baidu, Sina, Huawei and Tencent. The aim is to forge business links between innovative technical companies in the UK and China – Red Ant was one of the select businesses chosen to be involved.
Red Ant's involvement with the industry, at large, also saw them take part in SES in Shanghai, Social Media Matters in Hong Kong and as a platinum sponsor of Econsultancy’s Digital Cream event in Shanghai, all events were held last month. In May of this year, Red Ant sponsored Digital Cream in Hong Kong, and going forward, shall participate within a judging panel at the World Brand Congress.
Elisa Harca, Red Ant’s Regional Director for Asia, said: “The Asian market is vast and complex. Clients are increasingly seeking strong strategic thinking coupled with innovative, but reliable technical solutions.
“Hong Kong is an excellent place for Red Ant to work with our clients on a pan-regional level whereas Shanghai is the right place for us to support within Mainland China. Our team is largely made up of local talent, which we feel is critical to providing the local insights, whilst leveraging the global resources to deliver work to a world-class standard. I have already found that being in the region enables me to work closely with clients to give them a more personal, hands-on service, as well as encouraging our teams to always provide added-value.”
Michel Sealy, Deputy General Manager, Woodland Pre-Schools: “Red Ant has been professional since day one. They are strategic, creative and always offer the best service to us. We are delighted with our new website, and are excited about our new focus on digital communications. We have a very good relationship with the local Hong Kong team and appreciate that they can leverage their UK team when needed.”
Stefano Bozzo, Police Marketing and Licensing Director: “We started working with Red Ant in mainland China about two years ago. They have helped us to redefine our social media strategy and have subsequently built a strong key opinion leader (KOL) strategy for us in the region. This is particularly important to us as we are a distributor based brand and do not have our own retail
outlets. As we were impressed with their approach and delivery in China, we then asked Red Ant to develop a global digital strategy for the brand, which we are working with them to roll-out in early 2014. Their expansion into the Hong Kong market is beneficial for us as we also have a team based there.”
