Arcade wins big by scooping Lenovo integrated account for the whole of APAC

The Singapore-headquartered creative shop Arcade has been appointed as the integrated agency for tech giant Lenovo, following a competitive pitch against three other agencies earlier this year.

Now fully owned by Publicis, the former independent will work on Lenovo’s consumer marketing business for the whole Asia-Pacific region.

The account includes markets such as Japan, Australia and New Zealand, India, Hong Kong, Taiwan, Korea, Singapore, Malaysia, Indonesia, Thailand, Vietnam and the Philippines.

And the integrated campaigns produced will run across print, digital, social and retail channels as well as through influencer programmes. The focus will be on promoting Lenovo’s flagship Yoga range.

Agency insiders revealed that the creative work had already started with the first campaign due to go live in July in South East Asian countries, later launching across the APAC region in the third quarter of this year.

Although Arcade has other offices in Tokyo, Indonesia, Shanghai and the most recently opened being a shop in Cape Town, South Africa, the Lenovo work will be done out of Singapore where the founders sit still.

Wong said: “Arcade demonstrated a very strong understanding of our brand.”

Lenovo APAC consumer marketing director Amy Wong said: “Arcade demonstrated a very strong understanding of our brand and showcased many creative ideas during the pitch process that clearly connected with our positioning. We very much look forward to bringing those ideas to life.”

Cullen is excited about the account win

Arcade co-founder and chief commercial officer Matt Cullen added: “We are proud to be partnering with a pioneering brand like Lenovo. Their unique positioning and products inspired us throughout the entire pitch process and we are excited to help bring Lenovo into new creative territories”.


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