XM Asia opens in Hong Kong, filling digital void left by RMG
26 February, 2010
— Months after digital agency RMG Connect merged into parent company JWT’s operations worldwide, its sister agency, XM Asia-Pacific, has moved into Hong Kong to fill the digital niche within the network left by RMG.
To lead the agency’s creative direction, senior account director for XM Singapore, Tung Mun Hoe, has been promoted to creative director of XM Hong Kong, effective immediately. He will work with business director Richard Leong to build the XM brand in the market.
“Since the global announcement that RMG Connect will no longer exist within the JWT family and with XM Asia’s strong showing and reputation, we are starting to bring our unique expertise and talents to key AP markets,” said regional director of XM Asia-Pacific, Paul Soon (pictured). “The phased approach is to ensure that we are building for the future and have the right foundation to consistently deliver the XM standards across markets.”
XM is currently the sole digital subsidiary under JWT in the region. In July, WPP merged RMG into JWT in a bid to create a global integrated network across advertising, digital and direct. The plans saw the global direct marketing brand RMG disappear and reportedly kicked off an acquisition hunt for players in the digital space.
According to Soon, XM’s Hong Kong launch is in line with the agency’s strategy to expand in the region. “Our strategy is to be focused and compelling in the markets where we see the best potential and 2010 will see the growth of Hong Kong, Singapore and Malaysia,” he said.
He added that XM’s Kuala Lumpur office recently hired an operations manager to set up the agency’s “centre of excellence for production”, serving clients including Malaysia Airlines and MAS Holidays.
In December, former Y&R Singapore digital head, Taru Jain, was appointed MD of the agency’s Singapore office. The appointment came months after XM Singapore won the highly contested digital account for the Singapore Tourism Board, beating 14 other agencies to win the business.
The agency has worked with brands including HP, HSBC, Nokia, Mastercard and Nike.