Lenovo APAC picks social media partner for 12 market duties

Lenovo Asia Pacific has reappointed social media agency SocialGrooves.com as the support hub for all 12 of the APAC markets:  Australia and New Zealand, India, Japan, Singapore, Malaysia, Thailand, Vietnam, Indonesia, Philippines, Hong Kong, Taiwan and Korea. The pitch was held in Feburary to March earlier this year and the appointment will last until April 2022.Securing the social hub account for the second year in a row, SocialGrooves.com will seek to provide a social media strategy and coordination that increases engagement rate while further coordinating this strategy at the APAC level. It will also aim to amplify Lenovo’s vision and messaging through proposed social media strategies and reporting.

On its reappointment, SocialGrooves.com told A+M that it had shown its “ability to navigate the complexities in working with Lenovo’s 12 Asia Pacific markets and their respective social agencies". The agency said that this was a key component to ensure an all-win relationship combining its APAC-level strategy, creatives and insights with the respective market’s localised content and trends. 

“Ultimately, Lenovo AP fans can expect the same excellent engagement and service no matter where they are from,” said Christopher Tock, CEO of SocialGrooves.com.

Lenovo Asia Pacific will look towards SocialGrooves.com to establish a consistent brand voice with unique strategies within both social networks and markets. According to the agency, the social media managing strategy will include monitoring the growth of engagement rate for each market, assisting the APAC markets on social media blind spots, breaking the silo among markets and overall management of the market across the Asia Pacific region. Meanwhile, its creative strategy aims to create engaging content that can be utilised by all APAC markets and overcome the limitations faced by the markets. 

Aside from Lenovo APAC, SocialGrooves.com’s portfolio of clients include Lenovo Legion, Alibaba, Dominos Pizza, Maybank, Tencent, SP Setia and Sunway Education Group. Last year, Socialgrooves.com has also merged with digital performance agency Cause Effect to form Digitally.Asia Group. The leadership at Digitally.Asia Group is helmed by group chairman and managing director, Lim Keat Kuang, and group CEO, Christopher Tock

Recently in March this year, Lenovo appointed Zeno Group to manage its PR duties in Asia Pacific for a year, replacing the incumbent WE and Golin. Zeno is focusing on communications strategy, tech analyst relations, internal communications, executive social, media relations, and content creation for Lenovo's intranet.  The tech company also saw former Under Armour’s marketing director Yvonne Tey joining as its consumer marketing lead, Lenovo Central Asia Pacific region earlier this January. She is responsible for managing and overseeing marketing initiatives to drive overall consumer growth across the region, as well as driving the development of intelligent technology for each individual and business to help them "transform their world" with Lenovo innovations and solutions


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