Digital shops pursue cross-border alliances with eyes on China

Voice is a branding agency serving clients in New Zealand and Australia—such as Vodafone, Maui Airlines and Ti Tonics—who are looking to expand into China and the USA via sister company Creative Underground's network.

"The buoyant China and Asia markets pose great opportunities, in particular for Western brands," Eileen Wong, managing director of Creative Underground (CU), told Campaign Asia-Pacific. "Our comprehensive services and experiences will help brands to enter these complex and dynamic regions with smart strategies.” 

Voice sees its move as having two-fold benefits for New Zealand companies, explained Jonathan Sagar, principal. “Firstly it enables us to offer a unique perspective and on-the-ground expert advice to New Zealand businesses looking to enter Hong Kong as a ‘jump off’ point of entry to China," Sagar said. "Secondly, having a strong alliance in Hong Kong that understands the nuances of Asia means our work is that much more robust, thought-through and targeted."

CU has also set up a New York office in the Flatiron district of Manhattan and hired two senior ex-4As executives—Stephen Berner (formerly at Carat North America) who will lead strategy and new business, and Evelyn Watters (formerly at The Darling Group) as the head of production and content.

In Hong Kong, CU added Art Lee (former Silicon Valley entrepreneur and IBM marketer) as vice-president of client services and social media.

Another bridge was formed between Europe and China after Brussels-based Emakina teamed up with Digital Jungle, a social influence marketing agency in Beijing. This strategic partnership is meant to offer European brands digital marketing services across China and Asia.

The Emakina Group is a network of digital agencies comprising Emakina (Brussels, Paris, Limoges, Geneva, Rotterdam, London), Emakina.EU and Emakina/Media (Brussels), Design is Dead (Antwerp) and The Reference (Ghent).

Its client portfolio includes Audi, Baume & Mercier, Belgacom, BNP Paribas Fortis, Brussels Airlines, Caran d'Ache, Crédit Agricole, Deutsche Bank, GDF Suez, Girard-Perregaux, ING, Keytrade, KPN, Longines, Microsoft, Orange, Panasonic, Samsung, Schweppes, Seat, Smart, Toyota, Thomas Cook and the European Commission.

"Brands no longer just think about how they [fare] in a particular geographic market," Emakina said in a press release. "They want to position themselves more dynamically on specific platforms."

Emakina's objective is to expand its client base outside of the European market and gain exposure in the "emerging global powerhouse of China, where consumer purchasing power continues to expand”, added John Deprez, executive board member of Emakina Group.

Mathew McDougall, CEO of Digital Jungle, said it is "the alignment of purpose and common belief in strategic approaches that brought our two companies together across cultural barriers and languages for a formidable partnership".