Omnicom is merging its RAPP and Proximity agency groups within the Omnicom Precision Marketing Group (OPMG) under the RAPP Worldwide family. For China, this will mean integrating the RAPP China and Proximity China offices under the RAPP banner.
Aiming to align the complementary capabilities of the two agencies to deliver enhanced, yet data-driven precision marketing services to clients in China, the merger will see the two agencies operate under OPMG as RAPP and Proximity until the end of 2020. After this, both agencies will be brought under the RAPP brand and the RAPP name will remain unchanged in China.
Wolfgang Kaller, president and head of strategy for RAPP APAC, who leads the new business, said: “This integration empowers a more compelling value proposition around creativity, data, technology, and digital strategy at scale that will lay the foundation for a truly future-oriented precision marketing agency.”
Sharlene Wu, CEO of Proximity China, will serve as CEO for RAPP China, alongside Kelly Bai as managing director, and Blake Stone-Banks as head of strategy.
“The integration provides our teams with access to new digital, data, and CRM capabilities, leveraging products and resources from in-market and across APAC. This is how we become a true digital-first data-driven consultancy for China’s rapidly evolving market,” Wu said.