Adrian Peter Tse
Mar 3, 2016

'Catalyst' centre: Inside PwC's design-thinking environment in HK

HONG KONG - In the last 12 months, agencies, consulting firms and brands in the region have been investing in design thinking. The competition is heating up, and PwC is the latest player to join in.

This week PwC announced the launch of The Experience Centre, a virtual and physical environment that the company hopes will help accelerate business growth and customer innovation for its clients.  

Following PwC’s acquisition of Fluid in February, The Experience Centre in Hong Kong, Shanghai and Beijing is the latest addition to PwC’s global network of design thinking centres in the US, Australia and Europe.

The core offerings include digital strategy, customer experience management, brand and marketing strategy, big data, analytics, digitisation and emerging technology.  

“This is underpinned by a design thinking environment that brings these elements together, called ‘Catalyst’, and sets out to discover and solve client’s problems and exploit new opportunities,” Colin Light, digital services leader, PwC China and Hong Kong Experience Centre, told Campaign Asia-Pacific.

“This can range from a six-week beta transformation to 12 months, depending on the client’s objective and nature of the task,” he added.

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The firm aims to bring ideas to life through “rapid prototyping to test smart solutions, utilising digital apparatus such as virtual reality, 3D printing, UX usability labs, [and] Internet-of-Things enabled devices”.

PwC is attempting to differentiate its design-led offering by focusing on “digital strategy” and aims to engage with the C-suite of major brands and multinationals.  

Watch the video above to see inside the launch of PwC’s Experience Centre.

Watch for: In episode 2 of Design Thinking in Asia, Campaign Asia-Pacific will take a step back to examine what design thinking actually is, how it works, what the challenges are and what the impact will be for brands and agencies in Asia.

PwC's 'Catalyst' team

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