A brand agency, built on cultural data

We started as a social-first brand agency in China and grew into a practice that sits between two worlds: the analytical rigour of a consulting firm, and the hands-on craft of an agency that ships work in-market. Today we help global retail brands read, position and activate across East Asia.

We work with a mix of brands — global, large-scale players alongside start-ups and DTC challengers — and a growing share of that work now reaches beyond China into the wider region. We stay deliberately focused: brand strategy and cultural positioning, supported by data, rather than trying to be everything to everyone.

We call it cultural marketing: own the communities and cultures that move a category, rather than renting attention with unfocused advertising. It's a discipline, not a slogan — grounded in evidence-based marketing science, from ESOV to Binet & Field, and measured through SOCV, our Share of Cultural Voice metric.

It's why we lead with insight and treat activation as the payoff, not the point. When a brand stalls in Asia, the answer usually isn't more spend — it's finding where it lost its culture, and rebuilding the position.

Asia is the frontier of marketing — social commerce over broadcast, communities over campaigns, trend cycles measured in weeks. Home-market playbooks stall here. Winning on the edge takes strategies built for the edge, which is where we work every day.