Omnicom Media Group (OMG) today announced the official expansion of ESA member Fuse, OMG’s market-leading sport and entertainment practice, across Asia-Pacific. Headquartered in Singapore, the Fuse team will be tasked with delivering transformative marketing solutions for clients in the region across sport, e-sports and music.
Fuse in APAC will build on the established Fuse network in the UK and across EMEA, where award winning work has been delivered for international brands such as PepsiCo, Nissan, HSBC, Google, and Vodafone. This enables clients in both regions to benefit from scale and specialist local expertise of a globally integrated practice.
In APAC, Fuse will be built on a new model that leverages the commercial, digital and creative capabilities of OMG’s network to help clients modernise their sponsorship strategies through better strategic guidance, smarter digital activation, cutting-edge analysis and delivering faster and more attributable return on investment.
The service will be led by Jonathan Drakes, who played a pivotal role in growing Fuse’s international business out of the UK as its Strategy Director. Drakes will be based in Singapore and responsible for developing the business across the region, with a particular emphasis on maximising opportunities in Asia. He reports into Tony Harradine, CEO, Omnicom Media Group, APAC and Louise Johnson, CEO, Fuse.
Drakes starts the venture with founding client Tuborg (Carlsberg Group), in a move that builds on Fuse’s five-year relationship with the brand, during which time Fuse helped create and grow ‘Tuborg Open’, the global music platform which has seen the beer brand collaborate with international artists such as Major Lazer, Chainsmokers, Badshah, Li Yuchun and Z.Tao. Tuborg will now benefit from Fuse’s strategic capabilities in the region, reinforcing the campaign’s relevance in key APAC markets.
Louise Johnson, CEO Fuse said:
“We’re delighted to be building on the success of the Fuse brand and expanding into the Asia-Pacific region. The global sport and entertainment rights and media market is evolving at a phenomenal rate, driven by expanding fan bases and new digital media platforms. This presents fantastic opportunity across APAC and EMEA for agencies that can quickly adapt, at scale. Powered by Omnicom Media Group, Fuse is uniquely placed to do this for our clients in both regions.”
Harradine said:
“Launching Fuse in APAC underscores OMG’s confidence in the power of sports and entertainment platforms to deliver meaningful results for our clients in a dynamic marketing environment, and under uniquely challenging times. Our new model for Fuse will enable us to maximise the effectiveness of our clients’ sponsorships by constructing integrated digital solutions that deliver tangible business return on quicker timescales for brands across the Group.”
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For more information, please contact:
Sarah Kendall Managing Partner, Fuse sarah.kendall@fuseint.com
Justin Low Chief Communications Officer, Omnicom Media Group APAC justin.low@omnicommediagroup.com
About Fuse: Fuse is powered by Omnicom Media Group and provides marketing and commercial services for brands and sports organisations. The agency specialises in partnerships and experiences in sport and entertainment and offers four core services: Strategic Consultancy, Creative Activation, Rights Management and Measurement Effectiveness. With a team of over 100 in the UK and 250 across EMEA, Fuse works with some of the world’s top brands, including PepsiCo, McDonald’s, Google, Nissan, Enterprise, Carlsberg and Vodafone. Our work has been recognised across industry leading awards including Cannes Lions, PR Week, Drum Social Purpose and the Sport Industry Awards.
For further information: www.fuseint.com
About Omnicom Media Group: Omnicom Media Group is the media services division of Omnicom Group, Inc. (NYSE: OMC).
Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries. Omnicom Media Group includes the full-service media networks PHD and OMD as well as a number of specialty media communications companies.
By being part of OMG, these entities are able to fully leverage the media resources and buying scale of Omnicom on behalf of its clients.
For further information: www.omnicommediagroup.com