Isobar China Group, Dentsu Aegis Network’s digital agency, has made a strategic integration plan and a series of management appointments. The group will establish four cross-agency functions: client servicing, specialist, product development and business support. Isobar Beijing will move into a new model and will be the first team from Isobar China Group to integrate a consulting and marketing offering.
Alvin Huang, CEO of Isobar China Group, said, “Integration helps us to better leverage resources, boost efficiency and offer our clients an even higher quality of work and services. Upon completion of the integration, Isobar China Group will become a new-type of digital marketing solutions provider with consulting at its core, anchored by business insights, communication strategies, creative and tech to transform businesses and build brands.”
The group will integrate all account service and creative teams into one client servicing function. Trio Isobar will integrate with Isobar under one brand, with custom-configured account teams to provide tailor-made services based on the different needs of each client.
William Wu, Vice President of OMP-Linked by Isobar has been promoted to Managing Director, taking charge of OMP’s business, which will continue to use its extensive experience in serving local clients, with a focus on developing e-commerce marketing solutions. Jack Wang, CEO of Verawom-Linked by Isobar will continue to lead the agency team, with a focus on social creative and content with deep video specialism. VeryStar-Linked by Isobar and Isobar Commerce will continue to build on their strengths in new retail, mobile commerce and e-commerce.
To better leverage resources and improve efficiency, all specialist service teams from different Isobar China Group brands, including planning, media, procurement and production, will be integrated to form a specialist function. April Chang, formerly Chief Strategy Officer of Trio Isobar, will be appointed as Managing Director, Operations, Isobar China Group, and will lead these specialist services.
In response to increased client demand for digital transformation, Isobar China Group has launched a new product development function. In 2018, the focus of product development will be Entertainment Marketing Solutions, Effective Optimization System (EOS) and Code 1 Lite.
Britney Pai, formerly General Manager of Trio Isobar, will be appointed as Vice President, Entertainment Marketing Solutions, Isobar China Group, to provide clients with more creative and imaginative cross-industry entertainment marketing solutions. Jeffery Ding, who was previously CEO and founder of OMP, will serve as the Group’s Special Adviser, taking charge of the development of EOS.
The group is also launching Code 1 Lite, a new planning tool to better help client planning teams understand data-informed consumer and brand insights.
Isobar China Group also announced the development of a new working approach across the group that uses its business consultancy to analyse customer needs and deliver communication. James Yang, Executive Director Brand Commerce Consultancy and the consulting practice lead in Beijing, has been appointed to Managing Director of Isobar Beijing where the transition will start first.
Mr Huang explained, “Our goal is for Isobar to be more than a client’s agency, we aim to be their agency partner and business consultant. Over the last few years, we have delivered consultancy services through our Brand Commerce Consultancy team and believe that to deliver true transformation for clients, we need to deliver solutions and through our integrated consulting and marketing offering. Isobar Beijing will be a pioneer in China with this integrated offering and our goal is to apply the transformation to all Isobar China Group offices in the future, to add more value for our clients.”
Phil Teeman, CEO of Dentsu Aegis Network China, said, “Dentsu Aegis Network has the ambition of becoming a 100% digital economy business. In the era of digital disruption, we need a more integrated business model to deliver effective marketing solutions for our clients that drive superior brand growth and engage consumers. Isobar’s transformation is definitely one of our strategic moves to fulfill this vision.”