Hong Kong's Creative Underground strikes an alliance with New Zealand's Voice Brand Agency - Campaign China. 28 September 2012

Friday 5 October 2012, 2:52PM

By Jonathan shephered



Voice Brand Agency is a branding agency serving clients in New Zealand and Australia—who are looking to expand into China and the USA via sister company Creative Underground’s network.

“The buoyant China and Asia markets pose great opportunities, in particular for Western brands,” Eileen Wong, managing director of Creative Underground (CU), told Campaign Asia-Pacific. “Our comprehensive services and experiences will help brands to enter these complex and dynamic regions with smart strategies.”

Voice Brand Agency sees its move as having two-fold benefits for New Zealand companies, explained Jonathan Sagar, principal. “Firstly it enables us to offer a unique perspective and on-the-ground expert advice to New Zealand businesses looking to enter Hong Kong as a ‘jump off’ point of entry to China,” Sagar said. “Secondly, having a strong alliance in Hong Kong that understands the nuances of Asia means our work is that much more robust, thought-through and targeted.”

CU has also set up a New York office in the Flatiron district of Manhattan and hired two senior ex-4As executives—Stephen Berner (formerly at Carat North America) who will lead strategy and new business, and Evelyn Watters (formerly at The Darling Group) as the head of production and content.

In Hong Kong, CU added Art Lee (former Silicon Valley entrepreneur and IBM marketer) as vice-president of client services and social media”.