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Asia-Pacific Network of the Year


Winner
Campaign Title

Client

Agency

Weber Shandwick Asia Pacific

In 2014, Weber Shandwick Asia Pacific broke through traditional service lines to integrate social, digital, content, publishing, advertising, PR and public affairs solutions to drive business results for its clients. The new approach produced unconventional results: Weber Shandwick, which had trebled its net revenue in Asia-Pacific since 2009, had its best, single, growth year yet in 2014, with 26 per cent increase in net revenue. That increase was on the back of 20 per cent growth performance in 2013. Its success was driven by a number of factors, including stronger brand recognition led by highly visible thought leadership initiatives; stable and long tenured leadership; greater depth and breadth in its practices; and effective client centricity and experience programmes. Importantly, it scaled its digital strategy and production capabilities, which enabled it to ‘move up the client value chain’. By creating complex, integrated, strategic digital assignments, it accessed CMO budgets, which were previously ‘out-of-bounds’ to PR firms. As a result, it won key new clients and retained and grew most of its existing flagship clients via multiple new assignments. The agency’s key client work in 2014 includes: re-igniting China’s love for reading through the launch of Amazon’s Kindle Voyage resulting in 40 per cent growth in sales and all units being sold out across China; mobilising MasterCard’s ‘Priceless Surprises’ branding concept through the Great Singapore Sale and a chance meeting with internationally renowned pianist; and it helped relieve the pain for consumers and physicians across Asia-Pacific, the Middle East and Africa through Mundipharma’s unique content driven online resource PainFocus. Weber Shandwick also remained committed to supporting social impact initiatives; last year, it partnered with more than 29 not-for-profit organisations in the region.