Digital firm brings agencies under single umbrella brand in move to ‘simplify landscape’
ASX-listed Asia Pacific Digital (ASX: DIG) has folded its five digital agencies under its parent brand in a move it says will “simplify the digital landscape”.
The restructure has seen the formation of a new Asia Pacific Digital company, APD, under which all four divisions will sit. Four of the five – Empowered, Jericho, Dgm and Next Digital are Australia-based.
Next Digital and Singapore-based @ccomplice will be folded into APD Interact with responsibility for creating interactive customer experiences, while Jericho will rebrand as APD Engage and focus on customer engagement.
Elsewhere, Dgm and Empowered will form APD Acquire, with responsibility for attracting and retaining customers via performance-based channels, while APD Venture will comprise the business formerly called eCommerce.
Along with its Australian operations, APD will have a presence in New Zealand, Malaysia, Singapore, Philippines and the China, with Indonesia likely to follow.
Asia Pacific Digital chairman Roger Sharp said: “We asked our stakeholders across the region what they want from a digital partner.
“The overwhelming response was that clients seek a partner who can simplify the digital landscape, who can see the whole picture rather than just a view of a single silo, and one who is accountable and transparent. That’s why today we are launching APD.”
The company said it will create a “unified brand” with a focus on increasing customer value for clients.
Clients include Bayer, Budget, Cisco, Dell, eBay, Ecco, Expedia, Fonterra, Ford, GSK, Lend Lease, Lenovo, Maxis, Nestlé, Panasonic, Qantas, Toshiba, Tumblr and Village Roadshow.
Sharp added: “While our team spans different disciplines and geographies, we all hold the same values of collaboration, transparency, innovation and constant improvement.
“We aim to deliver complex solutions to our clients with simplicity, clarity and meaningful measurement.”
Newton Smith has been appointed chief operating officer in addition to his role as chief executive of APD Interact, while Peter Hynd has been appointed chief commercial officer.
Shaun McNamara has been named as CEO of APD Acquire, Paula Harrison CEO of APD Engage and Sean Toohey will become head of APD Venture.
