Sense opens in Hong Kong
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Sense, has this month opened offices in Hong Kong to service clients in both Hong Kong and China.
The agency will provide event, experiential, sampling and digital event solutions through in-house capabilities comprising creative, account handling, production and planning resources.
Nick Adams, MD of Sense said: “this is an incredibly exciting venture which we have been planning over the last 12 months. Having studied the Hong Kong and Chinese markets in some detail, we believe there is a great opportunity to translate our experiential expertise to this new territory. Our colleagues in Hong Kong will particularly be focussing on delivering clients better measurement and evaluation solutions which are some way behind techniques we are using in the UK”.
Growing financial wealth and increasing consumer demand for branded goods within the BRIC nations is particularly prevalent in China. With more disposable money than ever before, China’s consumers have become increasingly hungry for many western brands, particularly within fashion and automotive sectors, though marketing techniques – particularly in experiential – are somewhat behind western standards.
Ed Tseng, head of Sense Hong Kong said: “both local and global brands are increasingly turning to live marketing techniques. Brand differentiation is a big factor, particularly amongst local, smaller brands who currently use many of the same conventional sales promotion techniques which are achieving ever decreasing levels of engagement. Experiential marketing for many brands presents a new and exciting way to achieve real stand out”.
