FYI

NYC indie agency launches in Hong Kong to service China market for Danone

New York independent agency Madwell has opened its first overseas office in Hong Kong, in order to serve its major client Danone in the Chinese market.

The Hong Kong office will be lead by acting managing director Jess Mireau and overseen by global CEO David Eisenman. The creative will be led by global chief creative officer Chris Sojka.

The announcement:

Brooklyn-based advertising agency Madwell is proud to announce the opening of its Hong Kong office, which was established earlier this year to serve Danone’s ELN (Early Life Nutrition) business in its Hong Kong and South China markets.

Madwell’s Hong Kong office is the agency’s first international office and third overall, joining its Denver office and the Brooklyn HQ. The partnership consolidates a wide spread of business for Danone’s Cow & Gate, Aptamil, and Nutricia brands, all of which had previously been dispersed across a number of agency partners.

In keeping with the integrated Madwell model, the new relationship now brings media, creative, and strategy under one roof, with Madwell helping to create more integrated work and increased synergy across the product portfolio.

“A lot of the American brands we work with have had their eye on APAC, so entering the region has been on our radar for some time,” said Madwell CCO Chris Sojka. “With the ELN team in Hong Kong, we found kindred spirits interested in an approach that connects big, strategic creative thinking with precision marketing and speaking with consumers instead of marketing at them.

“It felt like the perfect opportunity for Madwell to enter the region, with a client whose mission we believe in and whose philosophy dovetails with our own. We’re excited to make great work together and to expand our footprint and roster in the region.”

Madwell brings to the market an integrated model that has been successful in the US. Building a uniquely local team imbued with Madwell’s integrated thinking and values, the agency plans to challenge the marketing status quo, including disrupting the dominance of TV and OOH in favor of robust, holistic marketing that incorporates new thinking and new mediums to bring real value, resources, and conversation to parents.

The opening of the Hong Kong office marks the start of Madwell’s involvement in the region. As it ultimately scales toward a staff of 30 to service the Danone business, Madwell intends to bring its model to benefit Hong Kong, US, and international clients looking to do a more robust business in Asia.

Madwell is a full-service advertising agency headquartered in Brooklyn with sister offices in Denver and Hong Kong. Madwell’s team of 100 develops ideas and delivers creative that can work in any medium. Clients include Danone ELN, Visible, The TCS New York City Marathon, Happy Family Organics, Zarbee’s Naturals, Lycored, and more.

Source: Madwell press release

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