Gusto Collective, the Asian brand technology group, has made headlines recently with its purchase of Singapore’s Mercury Integrated, a well-respected marketing firm. This acquisition is part of Gusto Collective’s concerted push to strengthen its presence across Southeast Asia.
As part of its APAC expansion plan, Gusto Collective has not only acquired Mercury Integrated but has also recently set up an office in Malaysia. This move is expected to expedite the company’s growth strategy in the APAC region through a collaborative network of high-end client partners.
“This acquisition is a significant milestone for Gusto Collective,” shared Aaron Lau, the CEO and founder. “The partnership with Mercury Integrated gives us a truly pan-Asian presence and reinforces our dedication to the luxury sector.”
Lau continued, “Our Singapore office, being in the heart of Southeast Asia, empowers us to drive further growth and success throughout the region.”
Mercury Integrated, established in 2001, has a storied history of providing integrated marketing solutions to global clients such as Burberry, JW Marriot, L’Oreal Group, and Nespresso. Their broad scope of services encompasses marketing consultancy, event management, public relations, digital and social marketing, as well as influencer engagement.
Gusto Collective distinguishes itself with its integrated Web3 solutions, which include augmented/virtual reality, blockchain-based market activations, and cutting-edge AI technology. This innovative approach caters to the growing demand for technology-powered storytelling.
Tjin Lee, the founder of Mercury Integrated, sees the union with Gusto Collective as an exciting venture. “Joining Gusto Collective allows us to merge Mercury Integrated’s considerable experience in Singapore’s marketing and events industry with the groundbreaking technologies that Gusto Collective is leading,” Lee explained.
Gusto Collective’s expansion strategy has also included the acquisition of Shanghai-based Reuter Communications in 2020 and Hong Kong’s augmented reality specialist 26Hz in 2021. These acquisitions have substantially expanded Gusto Collective’s capabilities by offering AR and XR solutions for clients.
The latest venture for the company is its expansion into Malaysia, spearheaded by renowned creative director, Colin Sim. The agency remains committed to fortifying its local understanding and connections within the Malaysia market. Leading the charge will be the formidable team of Tjin Lee, Albert Pang, Colin Sim, and Yong Huishan, alongside a newly-formed pioneering team of seasoned industry professionals.
Tjin Lee shared, “We’ve always dreamed of bringing our Singapore clients’ high-quality, creative work to Malaysia. We’re excited about our dynamic partnership with Colin, and we’re eager to provide our suite of integrated PR, events, social, and digital services to our Malaysian clients.”
Colin Sim, known for his innovative creativity, brings over a decade of industry experience to the team. He is also the founder of ByColin, a comprehensive creative agency in the realm of fashion and beauty in Malaysia.
This news is based on a marketing-interactive.com article.
