Carat APAC brings in Adam Bow to drive content offering

In an internal move, Bow has relocated from Carat’s New York office to Singapore to take on the new role of regional director content and digital for Carat Asia-Pacific.

Reporting to Sean O’Brien, CEO at Carat Asia Pacific, Bow has been tasked with helping to drive the content strategy for the agency and develop contents solutions for key regional clients. The move is the latest in a growing trend of agencies investing in content. Last month, social media agency We Are Social appointed former Straits Times editor Wui-Liang Lim as content director.

“More and more marketers are looking for strong content to support their media strategy,” said O’Brien in a press release. “It’s important we have the right team in place to support this need.”

Commenting on his move, Bow said he would be working on content strategy and building the agency's capabilities across the region. "We’ll be able to provide brands with more engaging ways to connect with consumers and be more culturally relevant when doing so," he said.

Having moved from the US, Bow said he saw massive opportunites for brands to develop their content stategies in the region. "It’s interesting to see where good content lives across the region. It’s one of the few parts of the world where circulations and readership is going up on certain titles," he told Campaign Asia-Pacific.

"There’s a larger flexibility for us to create custom content and solutions and distribute it in more interesting ways than in the US. The US is over-crowded at times, there's a lot of great content so it’s harder to breakthrough," he added.

Bow acknowledged that content stategy, in both US and APAC, are still being developed. "Both regions are still figuring it out," he said. 

He added that many of the learnings in the discipline would have to come from outside the advertising industy. "A lot of the lessons need to come from the publishing industry, where a lot of the publisher models are changing," he said.

In his new role, Bow will be working across Carat's regional clients, which include the likes of Mondelez and Mastercard.

Bow moved to Carat USA in early 2013 to head up content and cigital planning before his latest move to Asia Pacific. Previous to joining Carat, his roles included emerging media and social media strategist and supervisor for content strategy at PHD.