Staff Reporters
May 30, 2018

UK data agency Mezzo Labs opens in Hong Kong

Mezzo Labs claims it fills a gap in the market.

(L-R): Adrian Kingwell, founder and CEO, and Patrick Milburn, HK MD, of Mezzo Labs
(L-R): Adrian Kingwell, founder and CEO, and Patrick Milburn, HK MD, of Mezzo Labs

UK independent digital analytics agency Mezzo Labs has opened an office in Hong Kong, aiming to fill a gap in the local market where "companies don’t have the local expertise to get meaningful insight from their digital data".

Its new office in Causeway Bay was opened by Hong Kong managing director, Patrick Milburn, at the end of April. Previously, Milburn led the regional data team for Digitas for 3.5 years, overseeing five key APAC markets.

"I saw that digital consultancies in Asia were offering complicated and expensive solutions even though local companies often wanted something leaner to drive more immediate value," Milburn said, explaining why he quit Digitas and "jumped at the opportunity to build a self-sufficient services business" with Mezzo Labs.

The firm is bringing UK resources over to Hong Kong initially, focused on technical data analytics, optimisation and personalisation. Mezzo's UK office has more than 30 staff, and Milburn aims to grow the Hong Kong team to a similar size over the next couple of years, pushing into financial services, as well as travel, hospitality and retail.

In Hong Kong, Milburn said data has gone from a back-office reporting function to "finally being on the cusp of an essential tool in an executive's locker". In his view, the local playing field is split into three main types of data-services companies: 

  • Consultancies that drive business transformation
  • Agency holding groups that help clients figure out, but not exclusively, marketing transformation
  • Specific shops that deal in one or two data capabilities, such as a systems integrator focusing on one technology, or an analytics company that integrates and maintains a vendor's services for a client

"We are not competing with the first two," Milburn said. "We offer data services, but we’re unique because we offer the ‘services’ piece from auditing, selecting, implementing, utilising tools, integrating data from online and offline sources. We also offer training to upskill our client's workforce and recruiting to help them find data talent. We call this proposition ‘total analytics’ as it really is end to end."

The company's product Uplifter, which is in development by Mezzo Labs in the UK, seeks to identify changes in a client’s data, such as peaks or troughs in sales, and provide automated insights and recommendations as to how to act on those signals in real time. 

Related Articles

Just Published

1 hour ago

Visa promotes Asia CMO Frederique Covington Corbett ...

She will become SVP of global brand strategy and planning, reporting to Visa’s global CMO, Lynne Biggar, eventually relocating to California.

4 hours ago

Nike Japan ad receives backlash—but is incidentally ...

A moving new film by W+K and Nike sparks debate about racism in Japan.

5 hours ago

Amstel's global brand director on China launch

Amstel, which this year celebrates its 150th anniversary, is preparing a marketing push to announce its entrance in China for the first time.

5 hours ago

New Business League: October 2020 report

Dentsu, Leo Burnett, PHD, OMD, VMLY&R, BBDO, MediaCom and Starcom are among the agencies shifting positions in R3's latest tally of APAC new business. Plus, see the top 10 APAC wins.