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Phibious APAC ECD Chris Catchpole co-founds edible beauty products company

Chris CatchpoleThe regional executive creative director of Asian independent agency Phibious, Chris Catchpole, has left and co-founded a company that makes organic beauty products.

Catchpole parted ways with Phibious last October after just under two years in the role leading the agency’s creative offering in Vietnam, Indonesia and Cambodia.

Phibious does not plan to replace the regional ECD role, Mumbrella understands.

The Brit’s new venture sees him take on a job as director and creative director for Kim’s Organic Beauty, which makes organic beauty products “so pure they can be eaten.”

He has co-founded the Ho Chi Minh City-based company with Nguyen Thi Kim Chi, whose name is used in the brand name and is the brains behind the product.

Kim's Organic Catchpole said: “This is a great opportunity to be client and agency for products that I really believe in. After months of being Kim’s guinea pig, I can testify that I can directly see and feel the benefits of everything we sell. It’s a bit like real-life, 24/7 Photoshop – you look better all the time rather than just in touched-up pics! Not only that but they taste delicious too.”

He noted that since marketing for Kim’s Organic kicked off at the beginning of the year, “five out of the top six Google results for Kim’s Organic Beauty are already ours.”

“Dual-language helps capture the large expat community. We analyse, re-target, optimise and learn on-the-go from our online campaigns. Our first video had almost 16,000 views. 2,250+ likes in three weeks is good, but we need to convert every one into sales. We watch every penny/dong we spend,” he said.

The new venture is not the first company Catchpole has launched, but it is his first non-advertising business. Over a 20-year career, he has started a number of agencies including Catchpole&friends and Junction Group. He has worked for agencies including Lowe Vietnam, Saatchi & Saatchi, Bates and Harrison Troughton Wunderman.

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