Abacus International | Added Value Campaign | Singapore

Also airing across 24 markets in Asia, Abacus has upgraded its identity and business direction towards ‘better productivity, more revenue sources, and greater cost efficiency’.

The campaign will run in travel trade publications and digital media. Some major domains include regional title TTG Asia and a more Indo-China focused TTR weekly. Abacus is also putting a heavy focus on growing markets like India.

Abacus has launched the ‘Chair- talent recruitment program'. Other designs will run progressively from next month.

The new branding initiative aims to "provoke new thinking and to spark lively discussions" according to Linda Koh, director of corporate & marketing communications at Abacus International.

Kelvin Tan, general manager of Gosh Adveritsing added: “The brand campaign showcases familiar Asian icons, such as rice yields, auspicious Japanese Darumas, tea-brewing sets, oriental brushes and acrobatic spinning plates.” These are to support the core values of Abacus - Asian spirit, rewarding relationship and industry leadership.





Credits:
Project Abacus Added Value Campaign 
Client Abacus International 
Creative agency Gosh Advertising
Creative director James Mortimer-Roberts
Art director Aska Tanoto
Copywriter James Mortimer-Roberts
Strategic planning Kelvin Tan
Project management Ally Foo   
Production company Wow Studio, Noberu Watanabe
Exposure Print, online