STW Group creates ‘first digital advertising network with an Asian soul’

Edge Asia CEO Patrick Looram

Edge Asia CEO Patrick Looram

Sydney-based marcoms group STW has launched a regional digital advertising network called Edge Asia, which the group claims to be the first of its kind ‘born and bred’ in Southeast Asia.

The new brand takes the name of Edge Marketing, an agency STW Group acquired last year, and sees Thailand’s newmedia+ and Antics Studios in Malaysia, Indonesia Singapore rebadged.

The network has offices in Vietnam, Thailand, Malaysia, Singapore, and Indonesia, 450 staff and clients including HSBC, Diageo, Visa, MSN, AIA, Samsung, Citibank and Mead Johnson.

The management team will be made up of Patrick Looram as group CEO, David Appleton as president and Natalie Lockwood, the former regional marketing director of MasterCard, as MD of the Vietnam operation.

Nam Do will be Thai MD, David Barton-Grimley MD of Malaysia and Indonesia and Erik Posthuma running Singapore as MD.

Looram said in a press release: “Simply put, Edge Asia is the first digital network in the region with an Asian soul. It’s an exciting venture to be part of and it has been great to see it come together. Our mission has always been to create strong, provocative connections between brands and people in the Digital Age of South East Asia, and today we are setting out to do this on an even bigger scale.”

STW’s CEO Michael Connaghan said: “Patrick has brought together exceptional agencies that already operate extremely successfully in their respective markets. These agencies were born and bred in the region, have deep understanding of local consumers, and have proven expertise in new and emerging communication technologies for the Digital Age.

“Clients are telling us they need to protect the integrity of their brands in every market in Asia and need an integrated approach bed rocked in local knowledge, around the region. Edge Asia creates a clear and valuable differentiator for clients in the region. The result is an exciting, dynamic network of the best digital experts, who truly understand the nuances of each market and how to generate the most outstanding results for their clients.”

The launch comes just a week after STW COO Chris Savage commented on the group’s acquisition strategy in Asia, telling Mumbrella: “We will back their dreams. We will support their growth ambitions. We won’t use them to salvage or save or keep traditional agencies relevant.”


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