Golin/TBB: What it means for APAC

Jonathan Hughes, Golin's president, International, spoke to PRWeek Asia about plans to have TBB staff on the ground in Asia, and how its expertise is vital in the region

Jonathan Hughes
Jonathan Hughes

Golin’s acquisition of The Brooklyn Brothers has significant ramifications for the PR agency’s offering in Asia, said Jonathan Hughes, Golin’s president, International.

Having closed its acquisition of Magic Group in China just two months ago, Hughes said things have been very busy of late and that TBB’s addition is a huge strategic bonus for Golin’s Asia presence.

"This is a company that’s all about creating blockbuster branded content and really knows how to make that work online, make it shareable and engaging. That’s something that brands in Asia are increasingly turning to," he told PRWeek Asia.

While TBB does not have an Asia office, Hughes said plans are in place for TBB staff to be on the ground in Asia within the next 12 months, based initially at Golin in China.

"The Brooklyn Brothers’ team will remain a separate entity, but we hope to have TBB people in our offices to support the work we’re doing already, firstly in China and then across Asia," Hughes explained.

"This kind of work is going to be in huge demand: world-class branded content generation." 

Despite having no physical presence, Hughes said TBB is no stranger to Asia, having worked in China for clients including Jaguar Land Rover and Castrol.

"Asia is a growth area for them. For example, Jaguar Land Rover is a longstanding TBB client, and for that kind of luxury vehicle China is a key market."

Hughes said Asia is ripe for an offering such as TBB’s, which is "a whole new level for us when it comes to content creation". The acquisition complements Golin’s drive for producing top-quality content that keeps brands relevant.

"That’s the challenge now. In some cases you can do that through some of the very traditional channels," he said. 

"But in other cases – especially if you’re dealing with a much younger demographic – you make brands relevant through some pretty stunning, engaging content. It doesn’t need to be long-form, it can be short-form."

Given the multitude of channels through which content is consumed in Asia, Hughes said Golin bringing TBB on board means the agency can now "create really great content that can go out through any channel".

"You would also assume a visual format can cross geographic and language barriers perhaps in a way that text can’t. Obviously you can subtitle content, but seeing the look of something, the feel of it… doing that kind of content in the right way really helps brands get their message across," he said.

"They become relevant for a moment in time, and that’s the key."  

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