Y&R Hong Kong launched 1-to-1, its in-house first-party data analytics and activation capabilities arm.
Kelvin Leung, the newly appointed head of digital commerce, will head this new venture.
Leung was previously head of partnership at Compare Asia group prior to joining Y&R, and has almost a decade of marketing and advertising experience at top agencies and companies in Hong Kong and Canada.
“Given that Hong Kong’s mobile penetration surpasses 200%, the heartbeat of marketing in this mobile-led digital economy lies in building personalized relationships with consumers. To achieve this, we need to know consumers well, and the closest version of today’s consumer truth lies in brands’ own first-party data,” said Beverly Ho, general manager, Y&R Hong Kong.
“Marketers have acknowledged that first-party data delivers the highest return on investment of any data type, giving them competitive advantage because it is unique to their business. The authenticity of first-party data provides deeper insight, inspires more meaningful and targeted messages to audiences with improved efficiency using programmatic advertising.
“Y&R Hong Kong’s new service, 1-to-1, is here to help brands win more customers. First-hand consumer experience and brands’ own first-party data need to work hand in hand. With this new service, we aim to deliver engaging personalized content through data activation that is rooted in first-party data,” she added.