Matthew Miller
Jun 13, 2017

AnalogFolk awarded Steelcase regional business

Hong Kong agency will handle digital strategy and campaigns for office-furniture maker.

Steelcase's Brody WorkLounge
Steelcase's Brody WorkLounge

Steelcase has awarded its APAC digital advertising business to AnalogFolk Hong Kong.

The agency will be responsible for digital strategy and delivering campaigns and experiences across APAC, initially focusing on the company's B2B audience. It will work with Steelcase’s regional and global offices on improving lead generation and customer experience, with "digital and technology as the backbone", the agency said in a release.

The client has not appointed a regional agency before, and chose AnalogFolk over "a number of leading digital agencies".

Maria Bourke, brand director of Steelcase Asia-Pacific, said AnalogFolk demonstrated understanding and enthusiasm for the business, citing the agency's culture, team experience and innovative thinking as reasons for the selection. 

"Steelcase believes in all-new, immersive creative spaces that bring together place and technology—spaces that help people generate new ideas and achieve their ambitions," said Chris Ryan, AnalogFolk Asia MD. "That resonates very well with AnalogFolk."

Steelcase has just announced a partnership with Microsoft to "explore how a thoughtfully designed ecosystem of places and devices can support the ways people create".

AnalogFolk has offices in Hong Kong, New York, Portland, London and Sydney.

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