VML and Qais build partnership

The joint entity, which will be called VML Qais, activates a strengthened digital marketing offering for Singapore, Southeast Asia and India.

It plans to operate specifically as part of Y&R Asia, which will enhance business opportunities throughout the region via Y&R’s extensive agency network, the agency says.

Qais has offices in Singapore and India, incorporated since 2004, with expertise including digital and marketing strategy, user experience, technology development, research and analytics, mobile and channel management, social media, search marketing, online advertising, and media management services.

Among its clients are Standard Chartered Bank, Sony Electronics, Sony Pictures, Hilton Hotels, Mahindra & Mahindra, ICICI Bank, Tata Motors, and the Singapore Ministry of Defence.

VML, a Y&R network company, meanwhile was founded in 1992. It now has offices in New York, Seattle, London, Milan and Geneva, serving clients such as Colgate-Palmolive, Dell, English Premier League, Gatorade, Kellogg, Microsoft, SAP, Southwest Airlines, Western Union and Xerox.

Matt Anthony, global chairman and chief global digital officer at Y&R, noted that the expansion enables the agency to better serve its growing roster of global clients, while further expanding its footprint in the key markets in Asia.

In an interview with Campaign, he said the partnership also represents a growing opportunity for the network and the respective agencies in general.

“We would focus on connecting and growing existing client relationships next year, and we are open-minded towards further expansion. This partnership allows the local clients to go international, and US clients to go into Asia,” he added.

Jon Cook, CEO and president at VML, meanwhile said, “Serving these markets with the combined strengths of VML Qais is an ideal approach.”

Keith Timimi, chairman at Qais Consulting, said while the agency was built to help its clients to navigate the explosion of the digital universe since its inception, the partnership now enables it to do so.

“We are proud to become the Asian arm of VML with the launch of VML Qais, and we are delighted to be able to offer best-of-breed digital solutions to the prestigious clients of the Y&R network.”

This expansion unlocks partnerships across borders, he told Campaign.

Matthew Godfrey, president at Y&R Asia, noted that digital expertise is crucial to achieving the growth in both size and reputation in Asia. “VML Qais has incredible digital credentials, and aligning our core business with their digital leadership and expertise in key markets in the region will drive our business forward.”

"The partnership will see strong services, in which the Y&R network can tap into to offer to the clients. It is a win-win situation for both agencies at both the global and Asian level," he told Campaign.