News

STW Group acquires Red Brand Builders to boost Vietnam presence of Edge Asia

STW Group-owned digital agency Edge Asia has acquired Red Brand Builders, a 10 year-old Ho Chi Minh City-based branding and design agency co-founded by Marc Gough, the former APAC marketing director of Burger King.

The deal will see Chris Elkin, the MD of Red Brand Builders, lead Edge Asia’s Vietnam business.

L-R: Oh Thongsrinoon, Huynh Dinh Dung, Vu Tran Dang, Patrick Looram, Chris Elkin, Lennart Schaberg, Nguyen Thi Long Uyen, Yeng Reyes, Chau Van

L-R: Oh Thongsrinoon, Huynh Dinh Dung, Vu Tran Dang, Patrick Looram, Chris Elkin, Lennart Schaberg, Nguyen Thi Long Uyen, Yeng Reyes, Chau Van

Elkin takes on the reigns of Edge Asia Vietnam about a year after the former Vietnam head, Natalie Lockwood, left the company. Lockwood is now head of marketing for the Australian stock exchange, ASX.

Patrick Looram, the CEO of Edge Asia, said that the aim of the deal was to accelerate growth of the network in Vietnam.

“Our strategy across the region has always been to join forces with successful and established ‘on the ground’ businesses like Red Brand Builders and then leverage our scale and expertise to help them grow even faster,” he said.

“To date, Red Brand Builders has been highly successful in growing its business and we believe the combination of its local market expertise with Edge Asia and STW’s regional reach and connections will drive even stronger growth in the future,” he added.

Red Brand Builders has clients including Kimberly Clark, Unilever, Big C, Nestle, Masan and Vinamilk.

Elkin said the partnership would allow Red to offer “broader and stronger capabilities” to its clients.

“It also gives us the opportunity to work alongside our Edge Asia counterparts in other markets across the region, offering even greater breadth and depth of services to our clients,” he said.

Edge Asia has around 450 people in Bangkok, Ho Chi Minh City, Hanoi, Jakarta, Kuala Lumpur and Singapore, and clients including Diageo, Citibank, Unilever Mead Johnson, Microsoft, Samsung and HSBC.

The network was formed just over a year ago as the first network of its kind to be “born and bred” in Southeast Asia. The brand took its name from Edge Marketing, an agency STW Group acquired last year, and saw Thailand’s newmedia+ and Antics Studios in Malaysia, Indonesia Singapore rebadged.

News of the Red Brand Builders deal comes the week after Edge Asia hired a new leader of its business in Thailand, bringing in Ferdinand Gutierrez as managing director.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing