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Fetch Hong Kong and Berlin to become full-service agencies in 2015

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It has been over a month since Dentsu Aegis Network acquired mobile marketing agency Fetch, whose clients around the world include Facebook, Expedia and hotels.com."Dentsu Aegis Network will give us the infrastructure, talent, technology, potential clients and general resources to grow in the Asia-Pacific," James Connelly, CEO and co-founder at Fetch, said.He said after the acquisition, he expects to introduce existing services available in Fetch's full-service agencies in London and San Francisco in its Hong Kong and Berlin offices next year.Hong Kong currently only offers media and creative services, but will begin offering strategic consultancy and data analytics services next year.  While it serves many of the agency's clients in the region, some of these clients are also serviced from the other Fetch agencies.Expansion in Hong Kong and within the region will also take place in 2015, added Connelly.The other new direction for the agency after the acquisition is the offering of more cross-screen services.  This includes for example, integrating PC and mobile in mobile-centred campaigns.Connelly said, "We are already doing integrated cross-screen campaigns for clients by request, but we will consider rolling this out fully next year."The support provided by the Dentsu Aegis Network will give the agency business opportunities in Japan, which it sees as a key market in Asia."Although Japan has a lower rate of economic growth compared to emerging markets in the region, it still has a high spend per head.  Before smartphones were commonplace, Japan moved very quickly to pre-smartphone devices which were used to access the Internet efficiently. That market did not switch to the smartphone at the same rate as the rest of the world," Connelly said."This is changing now - people who used the older WAP phone is now switching to the smartphone, giving rise to a new smartphone market in the country."Meanwhile, other markets it is looking at in the Asia Pacific include growth markets like China and other developing economies in Southeast Asia.A core piece of advice Connelly has for marketing services businesses looking to be acquired is to find the right acquirer with a shared belief or culture, or which at least respects your beliefs and organisational culture."Your culture is such an integral part of the business without which the business falls away.  Your asset is your people so you should really think about the impact of the acquisition before you even have the conversation with the acquirer," he said.

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