Racing to digital convergence, agency expands in Asia

Racepoint Global expands its RPG Studios in Asia. The division produces the firm's digital and traditional multimedia content including video, web builds, infographics and display media.

Noel Wong and Jennifer Russell
Noel Wong and Jennifer Russell

To support its service expansion, the agency has added three positions in Hong Kong and Shanghai. Noel Wong, senior art director, will lead creative integration across the region. Wong has a background in user interface builds, coding, video, motion and infographic design and will be based in Hong Kong. Also in Hong Kong, Jennifer Russell is the agency’s new multimedia specialist, and will be responsible for video content for the regional client base. Cassie Feng also joins Racepoint in the Shanghai office as a multimedia associate and will support creative strategy; her experience is in data mining and visualization, video content, interaction and graphic design, the company detailed in a statement.

Lauren Zervos, manager, global marketing & client development explained "The expansion of RPG Studios is about us building our team here in Asia however it is truly client led. Our clients are content driven and the addition of RPG studios ensures we keep all creative content in-house. It’s fairly common, in particularly in Asia, for agencies to outsource their client’s creative needs and then the quality is obviously compromised. Our studio team is dedicated to driving compelling content that helps brands communicate their story."

Boston-based SVP and group creative director, John Gonnella, will lead the team from the US office. The Hong Kong, Beijing and Shanghai offices were formally a firm called PPR and were acquired by Racepoint in 2010.

The agency intends for the new hires to help with the growth and integration of digital services and content into its core offering, which is a theme taking root throughout the PR world.

"We've seen a huge surge in client demand," said EVP and managing director of Asia, Andrew Laxton "for meaningful content that engages and builds relationships with consumers and stakeholders."

"The demand for high quality, engaging, channel segmented content is almost immediate - we don't see value in an outsourced model, all content creation and amplification should be housed under one integrated communications function."

Larry Weber is Racepoint Global’s founder. In 1987, he also started The Weber Group, which Interpublic acquired in late 1996. In 2004, Weber reportedly saw a niche in the market at the convergence of communications and founded the new firm, Racepoint and is currently the global CEO and chairman.

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