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Brooklyn agency Madwell opens in Hong Kong

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By Charlotte McEleny | Asia Editor

December 21, 2018 | 4 min read

Brooklyn-headquartered agency Madwell has opened its first international office in Hong Kong, to service its Danone client and scout further business in the APAC region.

The opening of the office has allowed Danone to consolidate a set of accounts into one agency in the region, according to Madwell. It said the Cow & Gate, Aptamil, and Nutricia brands had all been served by separate agencies prior to this.

Hong Kong

Madwell launches in Hong Kong

The agency recently expanded into Denver, the first office outside Brooklyn, after securing Verison-backed Visible.

Chris Sojka, co-founder and chief creative officer of Madwell, said, “I used to love riding “It’s a Small World” as a kid. Irritating jingle aside, it felt like a chance to see the whole planet in one place. Well, Hong Kong is the same feeling. But real. It’s the entry point to all of Asia, a connection hub between the world’s fastest growing markets on both sides of the Pacific, and a beautiful combination of cultural influences from near and far.

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With a unique culture of its own, the opportunity to tackle creative challenges in this special city, and to connect the dots between East and West, is exhilarating. For now, we are focused on building a great team, making great work, and meeting great people. And a company visit to “It’s a Small World,” at Hong Kong Disneyland. Obviously.”

Sojka added that a lot of the American brands it works with are keen to do more in the APAC region, which the agency hopes will create more business from its office opening.

Madwell is looking to staff up to about 30 people to service the Danone business, and said the Hong Kong office would also have its fully integrated offering. Managing director Jess Mireau, reporting to Global CEO David Eisenman, will head up the Hong Kong office and Danone, with creative there led by Sojka.

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