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Stagwell chases APAC growth, adds Thailand's 'most awarded indie agency' CJ Worx

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By Danielle Long | Acting APAC Editor

January 25, 2023 | 6 min read

Stagwell continues its APAC expansion adding one of the hottest creative shops in Thailand.

APAC Stagwell

Randy Duax, managing director, for Stagwell Asia-Pacific

Advertising network Stagwell has added Thai independent agency CJ Worx to its global affiliate network as it expands its presence across APAC.

CJ Worx, which includes eight companies such as Spore & Submarine, specializes in integrated technology, creative, media, and strategy services for brands such as Netflix, Heinz and Boliden. The independent agency, had been highly awarded, receiving Thailand’s first-ever Cannes Lions Grand Prix.

The move sees the Thai hot shop join Stagwell's global affiliate network of nearly 80 agencies worldwide, which enables the organisation to pitch and work on projects and clients across regions including EMEA, LATAM, North America and APAC.

CJ Worx will work alongside Stagwell agencies, including creative agency brands Anomaly, CPB, Forsman & Bodenfore and 72andSunny, as well as data and tech agency Assembly, digital media agency Code & Theory and content agency Observatory, among others.

Stagwell was formed in 2021 when CEO Mark Penn merged The Stagwell Group with MDC Partners. It has since gone on to form the Global Affiliate Network, and is currently focused on the Asia Pacific region, according to Randy Duax, managing director, Asia-Pacific for Stagwell.

"We’ve been actively growing our footprint in APAC," Duax told The Drum.

"As evidenced by our opening of a regional headquarters in Singapore and most recently, an office in Malaysia. We've seen steadily growing demand for an on-the-ground full-service team in Thailand. Everyone in the industry knows some of the best creative advertising comes out of Thailand, and it's such an honour to be partnering with the most awarded independent in the market.

"Add to that an already very and increasingly digitally savvy consumer population, growing GDP, increasing household wealth, and Thai brands poised to be exported into the region and world.

"We always seek out agency partners that demonstrate excellence in what they do while complementing what we do so that we can go to market as a unified team – with the expertise of a global player and the nuanced understanding of local markets which brands are seeking in those regions. CJ Worx’s accolades and clients speak for themselves and give us the support and experience we need to navigate the highly-connected and loyal consumers in Thailand and the rest of Southeast Asia," said Duax.

The move provides Stagwell with a strong presence across Thailand and Southeast Asia and adds strong creative clout to its affiliate network partner agencies such as Beyond Media Group in Shanghai, Sydney and Taipei and its global partner Coconuts.

Despite the economic uncertainty Duax is confident about the company's plans for the future.

"Growth, growth and more growth!' he says. "As our global network continues expanding we’re looking forward to establishing additional footholds across APAC, and bringing more great work and great brands out of these markets and onto the global stage, while helping our global clients engage in meaningful ways on the ground and across borders. Everybody wins."

The partnership is already in operation, with CJ Worx currently working with Stagwell "on some things".

Jinn Powprapai, chairman and co-founder, CJ Worx, said, "CJ Worx and Stagwell is a natural partnership. We define ourselves as the ‘Today agency' where digital is no longer new but just the way of modern business. We never stop restructuring ourselves because digital environment constantly changes.

“Thai creativity is one of best in the world. We are confident that our collaboration with Stagwell will allow us to expand our reach here in Thailand and export this region's world-class approach to creativity to markets worldwide. I want to show the world how unique in Thai creativity is.”

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