Lenovo concludes social media pitch for APAC market

Lenovo APAC has reappointed SocialGrooves.com to handle social media strategy and reporting for the brand. This marks the third consecutive year that SocialGrooves.com was appointed for the account.

The reappointment will see SocialGrooves.com continue to provide support for all 12 of Lenovo's APAC markets, in terms of social media strategy, creative content and analytics. This includes utilising Sprinklr’s custom reporting function to continue tracking important data points beyond engagement in order to deliver business-driven value from APAC to local markets and vice-versa.

Christopher Tock, CEO of SocialGrooves.com, said that the team is proud to have helped increase consumer engagement & increase knowledge sharing between the markets. "The effort to pivot from what we’ve done so far, to what we’ve managed to achieve for the past two years to adapt to the fast-paced expectations from Lenovo APAC was certainly not easy, but we managed to exceed their expectations," he added.

Separately, Lenovo appointed dentsu to manage media duties in APAC last month, while Performics retained the paid media business for Lenovo in China as well as the company's global eCommerce business. At the same time, Stagwell Agency's Assembly will support Lenovo for media duties across Europe, the Middle East, and Africa; North America; and Latin America. MediaSense handled the pitch. 

The three agencies will work alongside Lenovo's global media strategy centre of excellence on global media strategy and planning as well as advertising operations. They will also take the lead on performance measurement. Finally, investment, analytics, media, and tech contracts will be handled directly by Lenovo’s in-house teams, with support from agency partners. Lenovo's global media strategy centre of excellence is spearheaded by its in-house and agency partner teams, ensuring that the right internal and external resources are deployed in addressing each specific need.

Lenovo also appointed Zeno Group in March last year to manage its PR duties in APAC 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 APAC region in January that year. 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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