Moët Hennessy appoints APAC digital marketing head

Wong, who started a week ago, will be responsible for the digital marketing development of Moët Hennessy brands in the region, including Hennessy, Moët & Chandon, Dom Perignon, Veuve Clicquot, Krug, Ruinart, Glenmorangie, Belvedere and Wenjun.

The company established the new Asia-Pacific role, covering 15 markets, in order to strengthen the company's planning and deployment of digital marketing across its brand portfolio. Each individual brand used to drive its own agenda, which was "a bit messy", Wong said.

Next year will be Moët Hennessy's "digital year", Wong told Campaign Asia-Pacific, as the company ramps up forward-planning and a holistic strategy.

Reporting to Rane Xue, head of marketing at Moet Hennessy Asia Pacific, Wong will be tasked to reach out to younger drinkers while still maintaining the image of craftsmanship for the brands.

"We need to make better use of social media to drive 'share of talk' and brand advocacy," he said. Wong is tight-lipped about the grand ideas he has in mind, but hinted at suggestions like creating new cocktail recipes with Hennessy cognac (widely labeled as an "old man's drink") and doing crossover promotions with other brands.

In the US, a glow-in-the-dark Hennessy V.S label based on Ryan McGinness’ artwork was one of the brand's effort to get the attention of younger drinkers, he pointed out.

From now until the end of the year, Wong said he will spend time understanding the difficulties of each local market (including China) and doing audits and assessments of current strategy.

According to Wong, he will be keeping things status quo before embarking on any strategic changes or calling any agency pitches.