TBWA and Brandtology Partnership – AsiaPac Brands to Get More Strategic Digital Offering

One of the fastest growing top-ten global ad agency networks, the Asia Pacific unit of TBWA Worldwide has partnered global business and brand online intelligence service, Brandtology to develop a proprietary planning methodology to understand online behavior and drive brand strategies.

A unit of Omnicom Group Inc, a leading global advertising, marketing and corporate communications company, TBWA Worldwide calls brands such as Adidas, Apple, Infiniti, McDonald’s, Michelin, Nissan, Samsonite, Singapore Airlines, Standard Chartered Bank and Sony PlayStation clients.

This partnership will allow brands to create planned, anticipated or reactive strategies across owned, bought, earned or created channels, both online and offline. Both TBWA\ and Brandtology will also offer joint client solutions digital conversation research, auditing, ongoing monitoring, analytics and co-marketing activities.

The TBWA\ and Brandtology proprietary methodology is being developed by TBWA\ Hong Kong and Brandtology’s China and Singapore Research Centres. They aim to roll out their offering in China, Hong Kong, Malaysia and Singapore first and expand to cover other Asia Pacific countries over the next few months.

For TBWA\, this partnership will strengthen their digital offering and add value to their clients. Clients who are these days, aware of the importance of online brand marketing and advertising and want to create a more holistic brand strategy.

If you recall, Brandtology also has a partnership with Edelman. These two partnerships help Brandtology go-to-market more effectively by partnering an international public relations firms (Edelman) and an international advertising agency (TBWA).

Increasingly, the roles of advertising and PR have begun to merge and the lines are becoming more blur. But the two partners will still leverage on Brandtology in slightly different ways: being a PR firm, Edelman will be better able to monitor their client’s online brand equity, engage the media and do damage control when needed; and being an ad agency, TBWA will be able to better target which mix of media channels will be best suited for their clients.

To find out more about Brandtology, check out our interview with one of their co-founders a few months ago.

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