Infront will work with Dog Digital’s Singapore and UK offices on a range of projects, including redeveloping the website, developing digital platforms and branding for Infront’s China and Europe sports events. Enhancing the company’s global digital communications strategy through digital PR, SEO and social media is also on the docket.
Prior to the appointment, the agency already had a project-basis relationship with Infront to develop digital platforms and branding for a series of events in Asia.
Dejah Meldem, director of digital media at Infront, said the company expects Dog Digital to support events, services and communication through the agency’s sophisticated and joined-up approach from its Asian and European teams. It’s sports marketing experience was also key to the deal.
Dog Digital is currently working on a series of Infront’s 10K races and 'fun runs' (non-competitive races to promote healthy living and fitness) in China, according to the agency.
“Fun runs in China are still not an established pastime and can be seen as a novelty,” Selene Chin, managing director at Dog Digital Asia, told Campaign Asia-Pacific. “We will have to approach the market fully conscious of the cultural and local sentiments around this type of sport.”
Infront, working with rights-holders, sponsors and media companies worldwide, has 20 offices across 10 countries, including China and Singapore. In 2013, it delivered more than 3,300 event-days including 20 world championships. The group also produces and distributes sports content.