Bosch has appointed Blugrapes as its lead social media agency for the region in an attempt to strengthen its social media presence across Southeast Asia.
The appointment follows a closed door pitch held in the second quarter of the year.
The agency has been appointed for a year with an option for renewal. It will be tasked with regional social strategy planning, management and developing processes for the local markets and their agency partners to operate on shared social platforms.
These platforms include the likes of Facebook and LinkedIn.
The local teams in Malaysia, Thailand, Vietnam, Indonesia and Philippines will continue to work with their locally appointed social media agencies to develop content that is relevant in their respective markets.
“Appointing a lead agency to work with the local teams and their agency partners will help us to implement and streamline the necessary processes to achieve this,” Vivien Goh, senior manager, corporate communications for Bosch in Southeast Asia said.
Goh also stated that this will help with “consistent messaging and positioning” of the brand across all markets in a “locally relevant” manner.
“As an increasing number of brands move to a global social strategy, lead agencies will be tasked to play a directing role that still allows for local nuances and gives flexibility to the various markets so the brand thinks global but acts local,” Ryan Lim (pictured), business director of Blugrapes added.
Blugrapes also recently partnered with Dentsu-owned digital company Cyber Communications to expand its offering to Japanese clients looking to reach ASEAN markets.
Blugrapes other clients include eBay, Manulife, Disney and Unilever.