The Engine Group launches new global brand consultancy, completes first Asia acquisition

The business combines Identica Shanghai, previously part of Cossette in Asia, with the group’s London-based brand consultancy Dave.

The move is designed to take advantage of the fundamental shift in the landscape for businesses and brands today, with China and Asia now firmly established as centres of global influence and economic power.

Peter Scott, Engine’s global chief executive officer commented, “We are delighted to have made our first investment in Asia and bringing the two businesses together to create a single entity capable of responding to the changing business landscape is very good for all concerned – especially our clients”.

Calling Brands will start with offices in London, Shanghai and Hong Kong, and a total of 70 employees including consultants, creatives and project managers.

Current clients for the branding and consultancy arm include HSBC, Four Seasons Hotel and Residences in Pudong (Shanghai), Kohler, Shui On Group, and Sinatay Life Insurance. The company is also doing product packaging design for Johnsons & Johnsons, Bosch, and Waston’s.

The new consultancy will help its clients to build their brands globally with a focus on business and brand purpose - the definition of why businesses exist, where their brands are positioned and how they create value. The consultancy will also help its clients to deliver their promises to clients, staff and investors.

Ken Koo (pictured), president of Calling Brands Asia, has over 20 years of advertising industry experience, from both Vancover, Canada and in the China market since 2004. He was previously president of Identica China, leading its Asian operations. Koo said that the world's balance of power was shifting from West to East, and that China would be the driver of the global economy over the next decade. Brands - both Western and Asian - need to think differently to prosper, he said.

"Branding and design is no longer like dressing up like wallpaper. Understanding clients' internal structures and brands' DNA is curcial for successful branding strategies," he added.

The Asian teams will be working side-by-side and learning from its Calling Brands colleagues in the UK.

David Liu, chairman and CEO of Engine Asia commented, "After over 12 months of preparation, it is very exciting that today Engine is launching its first ‘best in class’ discipline in Asia. Entering the Chinese market has always been a key priority of Engine Asia’s expansion plan. Building on this start with brand planning, we will soon be able to offer clients ‘best in class’ digital, insight and broader marketing services capabilities in China and Asia.

The logo of Calling Brands features two Chinese characters号领 to celebrate the first step on its planned journey of globalisation. The first character means 'calling' whilst the other represents 'leading'.