U.S.-based digital marketing agency NP Digital has set up its regional office in Hong Kong as part of its APAC expansion.
In a conversation with MARKETING-INTERACTIVE, Gary Cheung, general manager, Hong Kong and Taiwan, NP Digital said the agency’s expansion into Hong Kong is simply down to market demand, as the city is home to many multinational brands, making it a centre of gravity for advertisers and marketers.
“The city has always been a strategic location and an ideal connecting point between the east and west, a regional hub where businesses build a strong foundation before expanding operations to mainland China or other parts of APAC,” he added.
Cheung said that the agency is committed to giving back to the marketing community via thought leadership, cutting-edge technology, and world-class client satisfaction.
It aims to bring the company's proven best practices and local expertise in paid media, earned media, performance creative, and data and analytics to help brands in Hong Kong and across Asia.
Apart from being a local office, its Hong Kong office will also act as the North Asia headquarter, covering business for mainland China and other prime markets. Cheung will be leading the Hong Kong office.
In terms of strategies, Cheung said as an independent and privately owned agency, NP Digital will continue to focus entirely on its clients, teams and solutions as it continues expanding, rather than expecting the return of shareholders.
“We will invest our capabilities and talent ahead of the revenue, structuring client-dedicated teams with a guiding philosophy of doing what is suitable for the long term and focus on business metrics, not media metrics, delivering true ROI, not ROAS. Our goal is to create a platform that inspires, educates and helps markets do performance marketing better.
He added, "NP Digital's services are in high demand in Hong Kong, driven by a fast-growing base of digital consumers. To meet this demand, NP Digital recognises the importance of offering a full-funnel expertise, from search engine optimisation, data, analytics, consumer insights and programmatic advertising services that can connect brands in Hong Kong with their customers."
The company is also the latest addition to the diverse portfolio of the Hong Kong government that is tasked to assist mainland China and foreign companies settling in Hong Kong.
Jimmy Chiang, the acting director-general of investment promotion of InvestHK, said that as Hong Kong plays a key role as the international gateway to the mainland and Asia, it provides a solid ground from which NP Digital can capture the growth potential of digital marketing in this part of the world.
"Hong Kong has world-class internet connectivity with excellent online and mobile platforms for digital marketers. It is an ideal place for NP Digital from which to expand in the region. We wish it every success and beyond,” Chiang added.
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