Founded in 2014, LEO Digital Network (LDN), China's A-share listed digital agency network, is anchoring an ambitious expansion plan to become the world’s leading digital network with a strategy called “Reshape Communications”, the heart of which is a digital-driven, business transformation ecosystem, effectively combining digital strategy and data, digital creative, digital media, internet traffic, smart TV, social and entertainment content, and ecommerce to provide holistic digital transformation solutions.
“We digital marketing companies face more and more challenges today. The separation of different functions within agencies makes it difficult to serve clients in this new age of always-on connectivity. Our clients are looking for integrated solutions that are consumer-centric, data-enabled and content-targeted” says LDN CEO Dalton Zheng. The proposal for a single ecosystem, Zheng continues, was formulated on the belief that a combined solution could satisfy the needs of advertisers worldwide.
Though not completely unique to LDN, the integrated management of digital marketing solutions directly addresses clients’ needs to have one agency at the forefront of an entire range of digital marketing functions. And LDN has built its reputation on the smooth execution of campaigns across its six wholly owned agencies and multiple other acquisitions.
The LDN headquarters in Shanghai
The service difference
Siemens, a client of LDN, has expanded its services from single media buying to digital brand transformation since LDN was formed. “We now serve Siemens Home Appliances in everything from media to data, from content to ecommerce,” Zheng says, “we discovered that the online sales ratio was increasing threefold each year. So we strategized on the understanding that digital is not just a media channel, but an ecosystem for Siemens.” LDN then combined the capabilities of its network companies to build a solution, which provides a “one-plus-one is more than two” effect.
Integrating media data with business data creates intelligent platforms that drive more effective media planning, audience targeting and business analysis. By developing multi-channel, always-on, real-time branded content, the network can engage with consumers more effectively. It follows through on the consumer purchase cycle by investing in full ecommerce operation services, reinventing and digitalising commerce and retail channels to drive sales revenue.
This integrated closed service loop has added benefit for corporate digital transformation, and significantly saves on cost through consolidation of project management while at the same time ensuring a steady supply of creative and strategic resources.
The LDN workspace
China’s digital dominance
LDN recently launched LDN CAPITAL to positively participate and contribute to the evolution of China’s internet ecosystem, disrupt the traditional agency business model, and reshape the boundaries of communications.
To date, the program has already made investments in three key sectors: interactive entertainment, including three interactive entertainment production firms; internet services and smart city services, including an online marketplace for overseas students, an internet electric car manufacturer and smart city mobility service provider; and mobile internet technologies and gateways, including a 1 billion RMB M&A Fund for WeChat and mobile internet developers.
LDN is also looking to sign off on data collaborations with foreign companies to assist ecommerce, handset and electronic firms launching expansion plans.
LDN will be a partner who captures both the local spirit of enterprise and global sensibilities. Zheng sums up, “We understand their needs better.”