January 22, 2008, Singapore—With the acquisition of Asian interactive marketing specialist, AGENDA, Wunderman fired the first salvo of 2008 in a bid to become the industry's first global billion-dollar marketing services network. With growing offices in Hong Kong, Beijing, Shanghai, Taiwan, and Kuala Lumpur, AGENDA will provide Wunderman with online strategy, web development and management, online advertising, online media and web analytics capabilities and resources for its global network clients across the region. Wunderman is a division of WPP’s network (NASDAQ: WPPGY), and a member of Young and Rubicam Brands.
AGENDA is the most awarded digital agency in Asia, winning 81 industry awards since 2002. It excels in online marketing strategy, creative, technology and analytics with extensive regional coverage and experience. AGENDA has launched 600+ websites around the world for Fortune 500 leaders, including Pepsi, Prudential, Citibank, Carrefour, Johnson & Johnson and Microsoft.
A Solid Bond
In acquiring AGENDA, Wunderman expands its Asian footprint by more than 40 percent. The acquisition, part of the agency's long term strategic plan, reinforces Wunderman's digital capabilities—especially in the expanding China market. AGENDA now gains entry to Wunderman’s global clients and resources including customer data, insights and e-CRM.
Like the 15+ companies that are already part of the Wunderman network (KnowledgeBase Marketing, ZAAZ, Blast Radius, These Days and Aqua Online), AGENDA will keep its name and management team in place and will complement existing Wunderman teams throughout Asia.
"AGENDA embraces a communication model that we know well as it applies to every channel we practice: Listen; glean insights; and engage people with exciting, relevant communications that motivate them to participate and take action, "said Daniel Morel, chairman and CEO, Wunderman. "Today, viewers become editors, schedulers and cameramen as they direct, choose or ignore content and communication. Having made these selections, customers then do the most natural thing imaginable—they share them! For us, we measure the results, improve upon them, and measure again to enhance the customer experience,"
"AGENDA is one of the largest and most experience digital agencies in Asia, and we have achieved remarkable growth and progress over the years. As digital media rapidly expands in Asia, our clients demand more sophisticated integrated marketing services. They want greater business value from online channels. AGENDA is now in the position to offer additional advanced marketing services by being part of the Wunderman global network, especially in the areas of customer relationship management and data insights," said Steve Hsia, CEO, AGENDA.
"Wunderman is the global leader in customer interaction management and has been doing this for the past 50 years. By leading at the forefront of this fast growing industry, Wunderman places a high premium on creative ideas, technology enablement and digital media. This is a natural fit for AGENDA and I am confident our clients and employees will benefit from this acquisition," Hsia added.
Excellence in eCRM
AGENDA's award winning Pepsi Creative Challenge II "I Want to Go on Can" campaign is a dynamic example of its master online marketing campaign plan, execution and management capability at work. The effort supported China's Team and appealed to China’s youth to become the “face” of Pepsi. The integrated campaign provided Chinese youths with their 15 minutes of fame.
Thanks to a tidal wave of online advertising, buzz, word of mouth, events, TV advertising and other forms of promotions, the campaign received 2.5 million submissions, 144 million votes, and 27 million unique visitors on the campaign site. The winner's face landed on millions of limited edition "Red Pepsi cans" throughout China. As a result of this outstanding campaign, Pepsi and AGENDA trumped 40 outstanding submissions in Asia Pacific region to strike gold in the Most Innovative Category and win the Best of the Best platinum award in Asia's inaugural Digital Media Awards in 2007.
"Creativity is central to capturing the imagination of China's youth market and getting them engaged. The best ideas online today pave the way for even bigger integrated campaigns, joining TV print and promotions. AGENDA did that with Pepsi, capturing 144 million votes --that’s more than the population of Russia!" said Morel.