“Our priority in Vietnam is to continue to seek partners with similar intellect,” said Michel Borelli, MD, Lowe. “You can either buy agencies or build from within. We’ve taken the latter approach. It is a more sustainable way to do it.”
The deal, which was formalised in 2013, strengthens Lowe’s digital production capabilities while giving Ozerside access to the agency’s client roster. Lowe’s top global clients in Vietnam are Unilever, FrieslandCampina, Perfetti and Coca-Cola, while local ones include telecom player Q-Mobile and pharmaceutical company Mega Life Sciences. “The goal is to form strategic alliances in the digital space in order to muscle up robust services,” Borelli explained.
Earlier this year, Lowe and Partners also acquired digital network Profero for an undisclosed sum to create a new agency, Lowe Profero. Profero has offices in Australia, China, Japan, Korea, Hong Kong, Singapore, the US and the UK.
Ozerside describes itself as a “flexible” and “responsive” agency. With offices in Ho Chin Minh City and Paris, it works on large-scale projects for multinational companies. According to the firm it also builds creative websites where it puts user experience at the forefront with web and mobile development, design, usability, guidance and functional or technological consultancy services. Key clients include Unilever’s Rexona and Clear, Sky News, Qatar Airways, Accor, Natixis, Gillette and Cimigo.
Vietnam, a fast growing market, suffered under the global economic crisis and saw clients trim ad budgets. According to Borelli, the outlook for 2014 is much brighter. His agency will stay on the lookout for similar partnerships while hiring new staff and grooming existing talent in the country.
Last week Lowe Vietnam appointed Carlos Camacho as its new executive creative director. Camacho joins the agency from Lowe SSP3 Colombia. The company has tasked him with developing and expanding the agency’s creative product and reputation across Vietnam and Asia.