Jenny Chan 陳詠欣
Feb 10, 2014

Isobar acquires Verawom in China for its 'grassroots' social capability

SHANGHAI - Isobar's acquisition today of Verawom (维拉沃姆), one of China's social-creative companies, will add a culturally relevant dimension to the digital capabilities for the Dentsu Aegis Network agency.

Back: Zheng, Wang, Tu. Front: Cai, Lin, Linbaden, Amanda Lai
Back: Zheng, Wang, Tu. Front: Cai, Lin, Linbaden, Amanda Lai

The agency will take the branding 'Verawom – Linked by Isobar', and founder Jack Wang (王劼) will continue to lead the agency, reporting to Jane Linbaden, CEO of Isobar China.

Founded in 2009, Verawom provides social-media services to a client base in China that includes Shanghai Jahwa, Fiat, Abbott, Bacardi, Sisley and Red Star Macalline.

End-to-end operational services such as community management and social listening are the baseline of a social agency, but not as important as creation of social content, which is the core of a long-term social strategy, said Jean Lin (林友琴), CEO of Isobar Asia Pacific.

That was the main reason Dentsu Aegis Network acquired the "top class" Verawom over other social-media companies in China, Lin told Campaign Asia-Pacific. The deal was closed on 27 Jan.

The agency recently won three golds at the China Advertising Great Wall Awards (中国广告长城奖) and ROI Festival (金投赏) for its work on Liu Shen Florida Water (六神花露水).

Lin explained that Verawom is renowned for creating "excellent grassroots social content", so the acquisition will enable Isobar China to strengthen its competitive edge in locally related offerings that were lacking in the past.

"Our ambition is to be the most-Chinese global digital agency," added Lin. "A global agency's self-reflection needs to have itself deeply rooted in Chinese culture." Social is the fastest growing advertising-service sector in China, and Verawom "especially knows how to leverage external KOLs for co-creation of valuable locally social content."

The value of Verawom's work lies in tailoring social content to how local consumers in lower-tier cities will accept and engage with it.

Wang will be supported by Verawom’s three co-founders: Tiger Tu (vice president), Piemeng Cai (executive creative director) and Matt Zheng (business director), as well as a 70-person team.

 

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