Lenovo picks Arcade as creative agency to handle APAC consumer business

Lenovo has appointed Arcade as its lead creative agency to work on its consumer marketing business across APAC.

This includes markets such as Singapore, Malaysia, Indonesia, Thailand, Vietnam, Philippines, Hong Kong, Japan, ANZ, India, Taiwan and Korea, and will see Arcade handling all regional work out of their Singapore office.

Creative work with Lenovo has already started, with the first campaign slated to go live in July in ASEAN countries, followed by launches in other markets in the third quarter of this year. The campaign will run across print, digital, social and retail channels as well as influencer programmes and aims to provide a fully integrated brand strategy, digital and communications campaign for Lenovo with focus on promoting Lenovo’s flagship Yoga range and innovative Ultraslim devices.

The appointment follows a pitch against three other agencies earlier this year.

“Arcade demonstrated a very strong understanding of our brand and showcased many creative ideas during the pitch process that clearly connected with our positioning. We very much look forward to bringing those ideas to life,” Amy Wong, AP consumer marketing director, Lenovo, said.

“We are proud to be partnering with a pioneering brand like Lenovo. Their unique positioning and products inspired us throughout the entire pitch process and we are excited to help bring Lenovo into new creative territories,” Matt Cullen, Arcade founder and group CCO, said.

Lenovo most recently 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.

The company also split its Singapore and Malaysia operations for its PC and Smart Devices unit, which has operated as a joint entity in the past year, but now operates separately to accelerate growth in both key markets. This saw Lenovo Singapore being helmed by Eddie Ang, who will take over from Khoo Hung Chuan as country general manager. Meanwhile, Khoo Hung Chuan continues to lead Malaysia’s market.

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