The brief, targeting consumer and enterprise audiences, covers Greater China, Southeast Asia and South Asia, excluding Japan.
GQP will work with a range of specialist shops around the region to handle the remit: GoDirect in Singapore, Elastic Digital in Australia and Shobiz Events in India. This is the first time that Symantec, the world’s fourth largest software company, has appointed a lead agency devoted to its BTL communications, said Lawrence Goh, strategic campaign lead at Symantec Asia-Pacific.
The reason was “to create more consistent messaging across the region.”
However Goh added that in-country offices would still be at liberty to use their own agencies for execution.
