In a sign that experiential agencies may be looking to build closer ties with consumers online, Auditoire Asia has launched a new partnership with TBWA's social listening agency 65dB, which recently launched in China.
The events and activations business has been the hardest hit marketing segment of all. Auditoire manages everything from ceremonies to product launches, fashion shows, exhibitions, road-shows, corporate conferences, VIP parties and PR media functions, nearly all of which have been shut down or forced into scaled-down virtual events.
Calling the move "a major strategic step" and the first phase of a "realignment to prepare for a post-COVID world," an Auditoire China spokesperson says the agency is looking to gain an edge, bringing "live online conversation into the heart of the offline live human experience" through closer monitoring of what Chinese society is focusing on via social media.
In a release, Auditoire said social relevance is key to experiential success from creative through to execution. “Working together with 65dB allows us to implement their findings directly into our creative process and thereby offer brands experiences firmly in line with the expectations of their communities.” said Antoine Gouin, CEO of Auditoire Asia.
TBWA's 65dB is based in France but has been expanding globally, including into Asian markets like Japan and Thailand in 2019. Its new offering in China, headed up by Matthieu Mellul in Shanghai has already begun delivery on Asia-specific projects with L’Oréal and Essilor alongside global clients like Puma, Lancôme and Yves Saint Laurent. Its name is derived from the average audio level of normal conversation, at 65 decibels.