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Ogilvy ex-chairman Royce Yuen reveals his new consulting firm

Former CEO of Synovate Greater China, Eliza Wong, and former chairman of Ogilvy HK, Royce Yuen, have joined forces to form MaLogic – a consulting firm that offers business solutions by integrating research insights, brand strategy and big data analytics.

MaLogic was actually founded two years ago, but it’s not officially announced until recently. Yuen explained he wanted to build the team and develop its own products first and “after laying down a reasonably solid foundation, our effort for the next phase will be to build our brand externally”.

He explained the company’s name, MaLogic, is made of two words – magic and logic.

So far, the company has built a regional network with more than eight offices including Hong Kong, China, Singapore, Korea, Thailand, and Taiwan. Its client list includes Mercedes, Prudential, Longines, Ping An Bank, AS Watsons, Tencent, Chow Tai Fook and more.

Yuen and Wong also brought some industry heavyweights on board, including former Audi Hong Kong general manager Chong Got, head of Ferrero Asia Philip Chan, executive director of Swire Beverages Simon Yip, and MD of Carat South China Kitty Leung.

Yuen, co-CEO of MaLogic, thinks the marketing industry is going through a process of on-going reinvention. “Both brand-owners and their agency partners are constantly refining not only their communication model but the entire business model. Those who see this as an opportunity rather than a threat will be the ones leading us to the future.”

He said he has a team of like-minded people with various expertise including researchers, strategists, data scientists, creative designers and industry experts.

“This has allowed us to revamp the traditional agency model which is primarily engaging in the communication work only.”

The group has also formed three JVs in China to deploy its own DMP and IoT. It is also the exclusive partner of #Tagboard in Hong Kong, a Seattle based tech firm that offers aggregation and curation of real time UGC across all leading social media platforms and then redisplay them on designated online and offline destinations.

“Technology has completely transformed the marketplace and also enabled us to offer timely and impactful solutions by leveraging the explosive power of big data and machine learning,” said Eliza Wong, co-CEO of MaLogic. “We are working with corporations to unleash their potentials by accurately anticipating what is needed by their target customers and hence allowing them to become more relevant in the daily lives of their users.”

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