Dentsu/mcgarrybowen, Dentsu Mobius lead global digital account win from Tognum

The pitch was led by Dentsu Mobius Singapore and Dentsu/mcgarrybowen in Dusseldorf, in collaboration with Dentsu Singapore and the global network offices, with Cybercom as technology solutions partner.

It is believed that the other two agencies involved in the pitch are a German agency and an international agency network. The pitch process took six months, while the presentation was held in Friedrichshafen, Germany, in June.

Dentsu Singapore is the incumbent brand agency for Tognum in APAC, providing brand communications since last year.

Angeli Beltran (pictured), managing director of Dentsu Mobius, said the account is for a period of at least two years, covering all Tognum’s digital works from media, creative, campaign management, content, data and technology for all brands in markets where Tognum is active.

Tognum's brands include MTU, MTU Onsite Energy and L’Orange.

"The biggest challenge from the brief is how to help Tognum utilise digital platforms to make them more customer-centred in all markets globally," Beltran told Campaign Asia-Pacific. "The challenge is Tognum have various customer segments in various industries/verticals across various markets. The approach that Dentsu took was 'glocal'—developing global digital strategy and platforms—and demonstrating how this can be customised for each customer segment in every industry and localized for every market."

She added that the win was made possible through Dentsu's global network offices, which provided the local insight and strategy that validated the global direction.

Markus Keiper, head of Tognum Internet/Intranet, global brand management and Asia-Pacific marketing communications, said digital marketing and communications offerings will play a major role in enhancing customer and distributor satisfaction in the future.

“As we are planning to grow our business in all regions of the world it will be pivotal for Tognum and its brands to offer innovative digital solutions to our customers,” he added.

With more than 140 sales partners and more than 500 authorised dealerships at approximately 1,200 locations, Tognum generated revenue of around €2.97 billion last year.