Lenovo appoints Saatchi & Saatchi for Asia-Pacific and Latin America

SINGAPORE: PC maker Lenovo has named Saatchi & Saatchi Singapore as its brand agency of record for the Asia Pacific and Latin America (APLA) region, after a competitive pitch that took place end-July.

The pitch involved several other international agencies in Singapore, who made presentation to the brand’s regional marketing team.

Effective last month, the appointment is for one year.

Amy Wong, APLA Branding and Advertising of Lenovo, said Saatchi & Saatchi Singapore would be able to help further establish Lenovo’s brand equity in the region.

Targeting both corporate and end-users, Celevel Ranoco-Butler, General Manager of Saatchi & Saatchi Singapore, noted that the challenge of the brief was that the region involves diverse emerging markets that have different life and education stages.

“We reframed the thinking and questioned the brief,” she told Campaign Asia-Pacific. “For example, Latin America celebrates Christmas but countries like Indonesia don’t, making it difficult to launch festive campaigns in both regions at the same time.”

“We are showing the brand that we are looking at partnership and collaboration, not just to answer the brief,” she said.