Lenovo looks for PR partner in Singapore

Lenovo has confirmed to Marketing that it has started its search for a PR agency for three of its Asian markets – Singapore, China and India. This is in a bid to redeem its position in the industry along with its organisational change in leadership.

A spokesperson from Lenovo said the agency pitch for Singapore and India will be focused on handling the PC and smart devices for both countries. Currently, the tech company has began reviewing agencies but have yet to finalise the pitch. Lenovo previously worked with global AOR Text100 in the Singapore market.

Last year, Lenovo tapped on to WE Communications (WE) as its agency of choice to help the brand transform from a PC maker into a premium customer-centric brand across the Central Asia Pacific region. Previously, the incumbent was Cohn & Wolfe’s Y&R PR after nine months. The remit covered markets like Hong Kong and Singapore.

Earlier this year, Lenovo made strategic structural changes for its operations in Asia. The Singapore and Malaysia cluster for its PC and Smart Devices unit, which has operated as a joint entity in the past year, will now operate separately to accelerate growth in both key markets. Lenovo Singapore is led by Eddie Ang, who will take over from Khoo Hung Chuan as country general manager. This appointment will be held on top of Ang’s current role as executive director, corporate and public sector business for Lenovo Central Asia Pacific. Khoo Hung Chuan will continue to lead Malaysia’s market.

Both will report directly to Ivan Cheung, regional GM and VP, Lenovo Central Asia Pacific. The company currently works with Grey, Carat, Liquid Lab, T&T and Text100 in the region.

Last month, Lenovo appointed Bhaskar Choudhuri as its new APAC CMO to head the marketing team in Asia Pacific. He succeeds Nick Reynolds, who takes on the role of global head of marketing for digital, web and social media.

In his new role, Bhaskar reports to Ken Wong, president of Lenovo Asia Pacific. He will be based in Bangalore, India, tasked with expanding Lenovo’s brand footprint in the Asia Pacific region. This includes driving sales for PCs, tablets and smart devices across diverse markets covering Southeast Asia, Hong Kong, Japan, India, Taiwan, Korea, Australia and New Zealand.

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