Video game publisher Bandai Namco Entertainment Asia hands creative remit to SG agency

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Video game publisher Bandai Namco Entertainment Asia has named We Are Social Singapore as its new creative agency for Southeast Asia.

As its creative and strategic agency, We Are Social Singapore will spearhead the development of Bandai Namco Entertainment Asia's initiatives. It will focus on creating localised content for Southeast Asia countries to enhance the brand’s consumer journey and engagement across its various touchpoints.

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We Are Social will also aim to capitalise on the existing online presence and brand awareness of Bandai Namco Entertainment Asia to captivate and engage the game publisher’s fanbase, while expanding its unique proposition within the marketplace.

Bandai Namco Entertainment is known for creating and publishing many of the industry’s top video game franchises such as Pac-Man, Gundam, Dark Souls and Elden Ring to name a few. It has also recently welcomed legacy and blockbuster titles such as Armored Core VI Fires of Rubicon and Tekken 8 which will be released in the next few months.

“We Are Social has displayed great passion and enthusiasm for our games, both old and new. We needed a creative agency that deeply understands the gaming landscape in Southeast Asia and could help us connect with our local and diverse communities," said Leong Wei Fen, the brand marketing manager of Bandai Namco Entertainment Asia. "With many exciting titles set for release this year, it's the perfect time for Bandai Namco Entertainment Asia to partner with an agency who can elevate our brand and drive growth in this dynamic market."

"Our collaboration with Bandai Namco Entertainment Asia marks an exciting milestone for us," continued Nai Yen Wang, the head of account management at We Are Social Singapore. "Together, we have the power to shape the gaming landscape in Southeast Asia and deliver memorable experiences to gaming enthusiasts. We are excited to channel our creativity and expertise to propel the brand to new heights."

“With our business offerings across social gaming, virtual influence, and social commerce coupled with We Are Social XYZ, our future strategy and innovation arm, we aim to empower brands to redefine the boundaries of engagement and elevate brand experiences to unparalleled heights” said Kelson Ong, the business director, business development lead, at We Are Social Singapore.

The appointment comes shortly after the creative agency promoted its CEO of Singapore, Christina Chong, to the position of CEO, Southeast Asia, with a remit to develop the agency’s presence in the region and to build out new innovative offerings both locally and globally.

Chong, who joined We Are Social in 2016, will continue to oversee the agency’s Singapore office, which has a team of 90 people, and which works with brands such as Samsung, Netflix, and Amazon.

She has now also been tasked with leading growth efforts in the Southeast Asia market, which is maturing at a rapid pace, according to the agency.

Under her charge, Chong oversaw the agency's expansion in the Southeast Asia region with the opening of a new office in Jakarta, Indonesia. The new office in Jakarta will enable We Are Social to drive growth for clients within Indonesia's vibrant business community.

Its inaugural clients include local telco Ofon, Etawalin, a goat milk brand, and health tech startup Klikdokter. These clients have enabled We Are Social to develop brand playbooks and socially-led marketing strategies to run across Indonesia.

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