Kinetic, the WPP-owned outdoor media planning and buying agency, has launched a full-service creative and production studio in Asia, starting with China, Singapore and India.
The idea behind the studio – called Kinetic Active – is to raise the “creative the bar of out-of-home marketing”, the agency says, and will offer creative services, production, digital, experiential, special builds and mobile activation and social engagement.
The new unit will be focused on “creating engaging and meaningful user experiences” by “using the latest technology as a tool rather than a strategy,” Kinetic says.
King Lai, the APAC CEO of Kinetic, said: “The majority of consumers’ time is spent outside their homes, so there is a huge opportunity to connect with them as they go about their daily lives. Our aim is to entertain, inform and inspire people while they’re on the move, while in traffic, walking through an airport or onboard a train. We have a lot of fun discovering new ways to use media and technology to connect consumers with our clients’ brands – injecting humour, offering something useful or creating a memorable moment in someone’s life.”
Kinetic Active has already launched in the US and UK, where clients Argos, Dove and 3Mobile use the service.