Singapore:  Grey Group today announced the formation of a strategic alliance with Eastern Advertising Ltd. (Eastern Advertising), a leading advertising agency in Taiwan.

Founded in 1958 and based in Taiwan, Eastern Advertising is a full service agency with capabilities including market research, strategic planning, advertising, digital marketing, shopper marketing, event marketing and public relations.

Eastern Advertising currently has 40 employees, serving a host of international and local clients including Panasonic (electronic appliances), Fujifilm (cameras), AURORA (office equipment), Kanebo (cosmetics), Brappers (jeans), Marilyn (lingerie), Sealer (diapers), Tombow (stationery), Joy English School, Ching Yeh Paint, Taiwan Beer, Ten Ren Tea, Pop-Smile (popcorn) and SHS (seafood).

With more than 50 years of experience, Eastern Advertising has established an exceptional reputation in the market, particularly for its superior strategic thinking, creativity, service and speed of response to its clients, in addition to its successful lifestyle marketing and shopper marketing communications campaigns. The agency is also recognised for its highly anticipated annual research entitled Eastern Integrated Consumer Profile (E-ICP), which has unveiled penetrating insights into the lifestyle, behaviour and media habits of consumers in Taiwan over the past 22 years.

Jim Heekin, Chairman & CEO, Grey Group, said, “We are delighted to partner with Eastern Advertising to serve the dynamic Taiwan market. Eastern Advertising is an innovative, future-facing total communications agency that personifies our philosophy of ‘Famously Effective’ brand building.”

Nirvik Singh, Chairman & CEO, Grey Group Asia Pacific, said, “This move reaffirms our commitment to the important Taiwan market. Eastern Advertising is a highly respected pioneer in the industry with an unparalleled wealth of local knowledge and business know-how, as well as an immense understanding of Taiwanese consumers across categories. Combined with Grey Group’s network strength, resources and expertise, I am confident our partnership will take both our agencies and clients to the next level of dynamic growth.”

Wen Lin Tsui Ching, Chairman, Eastern Advertising, said, “For over 50 years, our agency has been providing our clients with first-rate strategy and creativity to deliver above and beyond consumers’ expectations. In addition, for over 20 years, our E-ICP survey has enabled us to gain a deep understanding of consumers’ lifestyles. I am convinced that this strategic alliance with Grey Group, leveraging on its network’s advanced know-how and thinking, will widen our agency’s vision and bring increased energy to the Taiwan market.”

Paul Tsai, CEO, Eastern Advertising, said, “We are very pleased to form this strategic alliance with Grey Group. This move will help establish Eastern Advertising as an innovative, forward-thinking agency. The communications industry is currently experiencing significant challenges particularly with the advent of digital marketing in the total integrated communications mix. Together with Grey Group’s global resources, this opportunity will drive our agency ahead in the market. More importantly, it will enable us to deliver even more professional, effective and prompt service to our clients, as well as further growth for our employees. I firmly believe we will be Grey Group’s best partner in Taiwan.”

This strategic alliance represents the latest initiative in Grey Group’s growth strategy, as the agency continues to expand its network, strengthen its presence and elevate its position across the Asia Pacific region. Most recently, Grey Group agreed to acquire a majority stake in Campaigns & Grey in the Philippines, an investment which will propel the agency forward in the fast-growing market.