AnalogFolk opens in China

Agency arrives on the mainland with second Asia office.

AnalogFolk opens in China

Independent digital creative agency AnalogFolk today announced the launch of its Shanghai office, marking its sixth office in the network and second in Asia.

Managing director and partner Wayne Fan will lead the 10-person Shanghai team, together with creative director and partner Tommy Liou. Fan brings 23 years’ industry experience to AnalogFolk, having previously been chief strategic integrator at Isobar China. Before that, he also worked for JWT and Ogilvy & Mather.

The new office hits the ground running through a strategic partnership with Jacob's Creek, an extension of AnalogFolk's global relationship with the winemaker based out of Sydney.

Liou was previously executive creative partner at Cheil Worldwide in Beijing, focusing primarily on the Samsung business. He has won more than 60 creative awards and has more than 18 years in the creative industry.

Both will report to Chris Ryan, AnalogFolk Asia managing director and partner. Speaking to Campaign Asia-Pacific, Ryan said the success of the agency’s Hong Kong office, which launched in 2015, meant moving into mainland China was a natural next step.

"We serve global clients, almost all of which have a presence and demand in China," he said. "We have always moved into any market because of demand from existing clients. This also give us opportunities to look at other leads in Shanghai, specifically outbound China business."

Ryan said China’s rapidly changing media landscape means it is a very complex market for international brands, and that he had heard several companies were disappointed with their agencies in the market.

"We’ve been working from Hong Kong in China, but the requests for consultation [in China] grew, and we have to be able to support them," he explained. "So it’s a deliberate decision to take AnalogFolk to that next level in China, and clients need the reassurance of people on the ground."

Ryan said Fan and Liou were "market-leading, seasoned veterans" well equipped to quickly grow AnalogFolk’s Shanghai office. Fan said: "We see it as a huge opportunity, and we intend to move with energy and pace to make AnalogFolk here in China as formidable as we are elsewhere in the world."

Bill Brock, AnalogFolk founder and CEO, said: "In Wayne and Tommy, we have brought on board partners in Shanghai who are at the top of the industry, with the talent and experience to help brands succeed in China."