The new creative group will be able to draw on the resources of the five agencies which each have different specialities. The agencies are: creative sound studio Jinglebell Communication; technology and branding agency Equent Media Group; creative boutique Vangogh; brand innovation agency Lumen; and creative strategic engineering firm Worldwide Engineering Group (WWEG).
Besides Milan, the five agencies are present in Barcelona, London, Doha and Moscow. Combined, the group represents a talent pool of over 100 employees working in 15 disciplines with over 30 years experience.
Named after mathematics' 'golden ratio', the new group will see an exchange of talent between Milan and Hong Kong ranging from three-month internships to full-time employment. "We have creatives in Milan begging to be posted to Hong Kong," said managing director Gianluca Cinquepalmi at the launch party.
At present, 1.618 has only five employees but will be looking to expand by hiring local talent.
The decision to launch 1.618 in Hong Kong was made based on Hong Kong's position as a gateway between the East and the West. "We want to help Italian agencies who wish to make a foray into Asia-Pacific and Asian agencies looking to expand to Italy and Europe," said Cinquepalmi.
"We also have clients in Italy who have been asking us to expand into Asia for awhile now. We are in talks with some of them now," he added but declined to name potential clients.
In Europe the five agencies have worked with a spread of brands like Vespa, Ferrari, Chianti, Sony and AC Milan.
Accumulated awards include eight Grand Prix and a Red Dot design award.
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