1. The document discusses how to achieve regional digital marketing efficiencies while still maintaining local relevance through a "hub and spoke" model. 2. It proposes having a central regional digital agency hub with full capabilities that develops regional strategies, campaigns and toolkits. Local "spoke" agencies in each market would then localize and execute the campaigns while the regional hub coordinates, monitors performance and provides support. 3. Key elements include the regional hub developing audience insights, strategies, creative content and toolkits to share with local agencies. The regional team also coordinates collaboration between markets, provides monthly reporting and recommendations. This model has helped brands like Lenovo succeed across multiple Southeast Asian markets.

1. Hubbing Digital Marketing
Demystified
by ben
Group CEO, Yolk(at)Grey
Chief Digital, Grey Group
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2. What brands love to ask at the end of a kick-ass
regional digital pitch
1. But you are only in Singapore, Malaysia, Indonesia, China and
India…how about all the other markets?
2. Digital knowledge within our marketing teams and the audience differs
from market to market, then how do we get efficiencies if one-size cannot
really fit all?
3. Markets are all doing their own thing! How do we ensure that we get
regional consistency but not lose market nuances?
We need a digital agency that
has all skillsets in every market,
can come up with different campaigns suited to markets,
but still get cost efficiency,
while maintaining consistency and market relevance
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3. We DON’T have all skillsets in every market
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Skeleton Teams / Partnered
Agencies
• Japan
• Australia
• Vietnam
• Philippines
• Thailand
• etc
Centers of Excellence
(full spectrum)
• Singapore
• Malaysia
• Indonesia
• Chine
• India

4. Yet we achieve effective results for Top Brands across markets
and varied consumer segments
4
AirlinesRetail
Technology
& Online FMCG Automotive
Property &
Leisure
Consumer
Electronics Finance
Telco Entertainment

5. And still push boundaries to make our brands Famous
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Best Use of Display – Silver Oscar Charades (Star TV Network)
Best Use of Display – Bronze anything4jetta (Volkswagen)
Best Viral Marketing Campaign – Bronze anything4jetta (Volkswagen)
Best use of Online Marketing - Bronze anything4jetta (Volkswagen)
Best use of Social Media - Bronze anythingj4etta (Volkswagen)
Euro Effies for
“Incredible India”
- 2006
Finalist at One Show
Interactive – 2009
Webby Award – Finalists 2010,
Jury Award - E-mail Marketing – 2009
Webby Award – Winner – 2008
Webby Award – Honoree - 2008
Finalist Marketing Magazine Digital Agency
of The Year Singapore in 2010 and 2012
1 Silver
3 Bronze
3 Finalists
Silver Effie for
Qatar Airways
“Tweet-a-Meet” -
2013 Cannes
Bronze “Best Use of Media” Lion for “Lend an Eye”
Bronze “Craft – Photography” Lion for Duracell
“Doll, Dog, Robot”
Singapore Press
Holdings iink
Awards
Creative Agency
of the Year 2013
Grand Prix Award,
2 Golds, 1 Silver, 1
Bronze

6. • Won Lenovo PC Business across 6 markets in SEA in Jan 2012.
• Tasked to strategize and manage the regional digital plan and KPI achievement
• This involves coming up with Regional Creative Campaigns which are then
localized and executed on a local level by working with local digital agencies
• Exceeded all KPIs and was awarded Mobile Business in 2013
• Awarded HongKong, Taiwan, Korea in 2013
It can be done

7. How?
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8. 1. The Hub Must be Strong…the spokes just need to be local
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•Target Audience Research & Analytics
•Digital Strategy, Creative &
Communication Planning
•Digital Media & Social Media Planning
•User Journey Planning
•Digital Media Creative
Production
•Digital Campaign Creative
Production
•Social Content Production
•Web & Mobile Application Development
•Website development & Content Management Platforms
•Community Platform Development
•E-CRM & E-Commerce Platform Development
•Social Media Monitoring
•Social Media Engagement
•Influencer Engagement
•Digital-Ground Activation
•Campaign Performance Reporting
•Social Sentiment Reporting
•Website Performance Management
Digital Account and Campaign
Management
•Technical Support, Server
Provisioning, Web-Mastering
•Content and Creative Support
Integrated &
Omni-channel
Digital
Planning
Digital
Campaign
Production
Digital/Mobile
Programmes
and Platforms
Social,
Media &
Activation
Management,
Analytics &
Operations

9. Singapore
• Yolk Local
team
Malaysia
• Yolk Local
Team
Philippines
• Local
Agency
Thailand
• Local
Agency
Vietnam
• Local
Agency
Indonesia
• Local
Agency
Managed by a regional team which coordinates with each markets vendor or creating a team
where necessary
Social Engagement Support
Facebook Management Co-Marketing Social Campaigns
Planning, Creative & Content
Global Adaptations, Regional Origination, Localisation Toolkits
Yolk Regional Management Team
Monthly Analysis &
Recommendations
Request Handling &
Management
Monitoring
Digital Strat Planning &
Creative Direction
2. Have a honest and collaborative digital network to deliver
Lenovo SEA – PC Business

10. April
2012
July
2012
Oct 2012 Jan 2013 April
2013
July
2013
Oct 2013 Jan 2014
ASEANSINGAPORE
TABLET
YOGA
A720
BUDDY UP CHARACTER
CHART
STREET
HUNT
TOUCH
MOMENTS
HORIZON
STARCRAFT II
Conversation Calendar, Social editorial Guidance, Facebook Ads, KPI & Recommendation
3. Give your regional DAOR full mandate to find
efficiencies and touch market audiences

11. 4. Enable with Toolkits…but Manage with reporting
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12. Just one more example
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13. Our 10 mins are up
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