Staff Reporters
Jul 22, 2022

We Are Social acquires ATL agency Metta in Hong Kong

The partnership is said to boost We Are Social’s integrated offerings in Hong Kong, as informed by client demands.

L-R: Donald Wong & Pete Lin
L-R: Donald Wong & Pete Lin

We Are Social has acquired above-the-line agency Metta Communications in Hong Kong. Metta will be rebranded to Metta/We Are Social under the new ownership and will work alongside We Are Social’s existing team in Hong Kong.

Donald Wong has taken on the general manager role of Metta/We Are Social, and he will report to Pete Lin, CEO of We Are Social in North Asia. Wong was previously general manager at We Are Social Hong Kong, a role he has held since the office first opened in 2018. Matt Tse, formerly ECD at Metta Communications, is now ECD across all clients. All teams will work closely with We Are Social's team of 135 in North Asia.

The partnership is aimed at creating an integrated offering given Metta’s expertise in television advertising and We Are Social’s in social campaigns. Some of Metta’s past work have included a launch campaign for Ikea Hong Kong’s Tsuen Wan store, and it also created the famous cat mascot for retail giant Mannings.

Wong said: “Metta has consistently proven its creative chops so this deal not only increases We Are Social’s presence in Hong Kong, it adds a whole new level of street cred. We couldn’t be in a better position to serve the growing digital and integrated marketing demands in the market.”

Lin added that We Are Social is now in the best position to support brands looking to reach the Hong Kong market, as well as homegrown brands in Hong Kong looking to market to the rest of the world.

We Are Social and Metta’s clients in the region now include TCL, Alipay, Hong Kong Palace Museum, Abbott Laboratories, Klook, and Livi Bank. 

Campaign Asia

Related Articles

Just Published

2 hours ago

40 Under 40 2023: Ruchika Gupta, Beam Suntory

An ambassador of female leadership, Gupta is building a team of thought leaders at Beam Suntory and inspiring them to achieve their highest potential.

2 hours ago

Why does such a lack of transparency still exist in ...

Although many adtech players remain incentivised to keep the ecosystem opaque, new business models and auditing practices are challenging the status quo to demonstrate value for clients.

3 hours ago

Swatch switches media duties to Publicis from ...

Swatch is the second long-term client after Dyson to depart from GroupM to Publicis this year, following news of a bribery scandal in China in 2023.

3 hours ago

The Scott Calorie Absorber Pro converts a kitchen ...

The clever campaign reimagines the humble drying towel as a mighty health supplement in a bid to tackle Malaysia's growing obesity epidemic.