The Bees Group adds content marketing into the mix

The Bees Group continues to expand the scope of its marketing services with the launch of Lab Pheno, a content marketing shop co-founded by former GroupM's social and creative veterans Monica Lee and Yan Lam.With a special content-focused approach, the agency's scope of services include content strategy and management, creative concept development, content production and execution across online and offline executions.Established last month, the firm is launched with an insight that audiences now only consume content that is relevant to their own interests and that content must be delivered in an appropriate time and channels."As consumer behaviour changes, tradition strategies have to go in tandem with new ideas on digital and social platforms. Content marketing fills the gap between what consumers want to get and want brands want to sell," Lee told Marketing."We've been talking about content for a while but it has always been brand-centric. In Lab Pheno, we aim to help brands to create consumer‐centric content and messages that are meaningful to consumers to trigger their actions."She said the agency will evolve the way advertising is created and delivered to consumers across both the online and offline realms.Apart from Lab Pheno, Lee is also co‐founder and partner of The Bread Digital, part of The Bees Group. Prior to that, she was project manager of social media at GroupM, where she served clients from a wide range of industries including FMCG, Bank, Telco, cosmetic and skincare, Theme Parks, Digital Consumer Products.Another co-founder, Lam, also possesses extensive client experience from the fields of theme park, telco, media, cosmetic and skincare, bank, hotels, and more. She took charge at GroupM Hong Kong creative team before founding Lab Pheno."Media would need to work on the right media approach which hits the target audience with an appropriate message at the right timing. It is all about contextual consideration," added Lam."To get on the right track, try to be prepared with content - instead of merely having an impression fade away, let the display ad be the window to your content, for deeper and more effective brand communications."The Bees Group has been endeavoring to diversify the scope of its marketing capability by adding fledgling agencies in different natures to its roster.With the newly formed Lab Pheno, The Bees network now comprises of five members including digital consultant The Bread Digital, brand experience agency Secret Tour Hong Kong, creative agency The Right Side, mobile solutions firm Innermost Mobile.