KRDS SG creates The WeChat Agency subset for brands eyeing Chinese platform audiences

KRDS Singapore has launched its sub-agency The WeChat Agency to help brands reach out to their audience on Chinese platforms; with a strong focus on WeChat. The launch also saw GIC, Singapore's sovereign wealth fund owned by the government, come on board as The WeChat Agency's client. KRDS Singapore's clients Groz-Beckert, a provider of fine tools used in the textile industry, and CMA CGM, a container transportation and shipping company, also joined as clients of The WeChat Agency. Other clients include Cartier, L’Oreal, banking group BNP Paribas and P&G Chemicals. MARKETING-INTERACTIVE has reached out for comment.

The WeChat Agency supports B2C as well as B2B brands from conceptualisation to execution on WeChat, a major platform in China, by building online communities, amplifying brands' voices, and driving footfall and traffic to physical storefronts and eCommerce platforms. To that end, the sub-agency will focus on digital strategy, copywriting and visual storytelling, in-app website and mini program development, and media planning with a mobile-first approach.

WeChat currently offers brand-friendly features, including blog-like articles, digital interactive experiences, eCommerce and eBooking with Miniprograms, virtual spaces to share updates, channels for video-led content, livestreaming, and enterprise solutions.

Additionally, the sub-agency will also help clients leverage other major platforms in China, such as Weibo, Douyin and Kuaishou, among others.

Brice Le Guen, director at KRDS Greater China and The WeChat Agency, said that WeChat is an unavoidable platform where brands go to engage Chinese digital users, and WeChat is also innovating rapidly with new functions such as an in-app website, miniprogrammes, WeChat Payment and WeChat Search. "Brands that want to exist in China need to keep up and we are here to help them. We’re glad to have earned the trust of an increasing number of clients over the years, with our multicultural team we can’t wait to extend our expertise to more organisations based out of Singapore to help them grow their presence on WeChat," he added. 

Separately, Mandai Wildlife Group - formerly known as Wildlife Reserves Singapore - re-appointed KRDS Singapore as its digital creative and social content agency for another 12 months. The option to extend the partnership was made in the month of June 2020, and started in July 2020, amidst the COVID-19 pandemic. This is the agency's fourth reappointment, having begun the partnership in January 2017. Other brands the agency currently works with include Amazon, Kellogg's, P&G, SMRT, Changi Airport, Singapore Airlines and L’Oreal.

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Photo courtesy: 123RF

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