Bosch appoints regional social media agency

As part of a strategy to build-up, strengthen and unify its social media presence across the region, the appointment of the regional lead agency came after a closed-door pitch involving two other agencies.

Blugrapes’ remit includes regional social strategy planning, management and developing processes for the local markets and its agency partners to operate on shared social platforms such as Facebook and LinkedIn.

Bosch local teams in those countries will continue to work with their locally appointed social media agencies to develop content that is relevant in their respective markets.

“As an increasing number of brands move to a 'Glocal' social strategy, lead agencies will be tasked to play a directing role that still allows for local nuances and gives flexibility to the various markets so the brand thinks global but acts local,” said Ryan Lim, business director at Blugrapes.

Blugrapes also worked with Bosch early this year to provide a regional training programme on social media.

“As a global technology supplier, we want to strengthen our regional social media strategy for the consistent messaging and positioning of our brand across all markets, in a locally relevant fashion,” said Vivien Goh, senior manager, corporate communications for Bosch Southeast Asia.

She added that the appointment of a lead agency to work with the local teams and its agency partners will help the brand to implement and streamline the necessary processes to achieve the goal.

Earlier this month, Blugrapes and Dentsu-owned Cyber Communications Inc (CCI) signed an agreement to provide digital services to CCI's Japanese clients interested in Southeast Asia.

Blugrapes is also working for clients including eBay, Manulife, Disney and Unilever.