Aegis Media adds China digital agency Trio to Isobar China Group

The 120-person Trio team, led by CEO and ECD Chris Chen, was named Campaign Asia-Pacific’s Greater China Digital Agency of the Year and Independent Agency of the Year in 2012. The addition of Trio will make Isobar one of the largest digital marketing agency networks, with more than 700 digital specialists in China.

Chen will continue as CEO and executive creative director of Trio Isobar, supported by April Chang, general manager, and Britney Pai, deputy general manager.

Trio has more than 10 years of history in China, with its founder Chris Chen having lived in China since 2002. The agency is based in Shanghai. Its top five clients are: Haier (海尔), Abbott (雅培), Ping An Bank (平安银行), Wei Chuan (味全食品), and Zespri (新西兰奇异果).

Jean Lin, CEO of Isobar Asia Pacific and global chief strategy officer, told Campaign Asia-Pacific that the acquisition made sense because of Trio's strong creative capabilities in the digital space, especially for 3D products and mobile. She cited Trio's integrated, channel-neutral creative department as an asset in the multiscreen world.

“Our Isobar’ strategy is ‘embracing the Dragon’," Lin added. "We believe having a robust China operation and capabilities will help multinational clients drive their businesses in Asia-Pacific.”

Chen said that given Isobar’s strong reputation joining the company was an obvious decision that will grow the business exponentially. "Isobar’s full-service digital focus and scope also allows us to connect with clients across Aegis Media in China and provide increased capabilities across the network,” Chen added.