WESTPORT, Conn., Dec. 18, 2008 (GLOBE NEWSWIRE) -- Catapult Action-Biased Marketing(tm) has established an agency office in Singapore as the first phase of its international expansion initiative designed to introduce to the Asian marketplace the "shopper marketing" principles that have proven so successful in the U.S.
Brands Want to Take "Shopper Marketing" Global
Formed at the end of November, the new agency -- Catapult APAC (for "Catapult Asia Pacific Pte. Ltd.") -- brings together Catapult and Singapore-based Gosh!.
Catapult owns a majority interest in the joint venture, Catapult COO Paul Kramer said.
Kramer said Catapult is the first independent promotions agency in the U.S. to bring shopper marketing expertise to brands that are looking to translate their shopper marketing globally.
"All marketing is local," Kramer said, "which is why we chose the joint venture strategy. Our partners live and breathe the local culture, we live and breathe shopper marketing; together our David team is going to show the Goliaths why retail is where 'brand activation' happens."
"We are delighted to be a partner in Catapult's first foray internationally," Gosh! CEO Theodore Choo said. "Asia needs a more accountable form of marketing, one that will ensure that the cash register keeps ringing for our clients. With this joint venture," he added, "we believe it will ring louder and clearer than that of our clients' competitors."
Catapult APAC Picked By Subway Singapore
Kramer noted that building brands internationally is a capability no longer limited to the large advertising agencies. "As our clients expand globally, Catapult will be there to meet both their shopper marketing and local cultural marketing needs -- giving them a 'one-two' punch with the staying power they'll need in an ever more demanding and competitive market."
The Singapore office will serve Catapult clients in southeast Asia, while additional facilities are envisioned to serve brands in mainland China, according to the Catapult COO.
Clients Include Subway Singapore, Intel Global Retail Marketing
SUBWAY(r) restaurant, which has a substantial presence in southeast Asia, has picked Catapult APAC as its agency of record for retail marketing campaigns in Singapore.
"We will grow SUBWAY's visibility with a program that not only supports and maintains the integrity of its global retail brand image, but is responsive to the imperatives of the local culture," Kramer said. "What Catapult brings to the table is 15 years in developing shopper marketing tactics that are unequalled in 'activating' the full potential of our client brands."
"Catapult began its brand-building work for SUBWAY five years ago," SUBWAY International CEO Paul Reynish said. "SUBWAY looks forward to working with Catapult to expand its shopper marketing outreach globally."
Internationally, Catapult is also agency of record for Intel(tm)'s global retail marketing efforts.
"Shopper Marketing" Vies With Traditional Advertising
Observing that marketing in Asia is dominated by traditional advertising in TV, radio, and newspapers, and supplemented by basic event marketing tactics, Kramer noted that the true selling opportunities in the Asia-Pacific marketplace are emerging at the point of purchase.
"Brands are learning the global truth that you cannot take your traditional advertising campaign unchanged into a retail setting," he said. "Brands have to understand the retail environment before they can create programs that reflect real shopper insights."
Kramer said Catapult's forte is that it knows what works at retail. "Not only is shopper marketing our strength, we are launching that strength into a virtual shopper marketing vacuum," he said, adding that Asia offers huge rewards for brands that are looking to engage retail partners in contemporary programs that benefit the shopper and the brands.
"Our joint venture with Gosh! in the vibrant Singapore marketplace enables us to 'go to market' far faster than the competition," he said. "Our shopper marketing initiatives will be strikingly more effective than the exclusive use of traditional advertising vehicles."
He stressed that Catapult's trademark single-point-of-contact, integrated planning, and brand management consistency would give lasting momentum to marketing communications strategies that are designed first and foremost to be relevant at the local market level.
About Catapult Action-Biased Marketing (www.catapultmarketing.com)
Ranked the #5 "Most Creative Agency" in the PROMO 100, Catapult is an action-biased marketing solutions agency. Catapult focuses on creative strategies that prompt consumers into action and drive consumer trial, repeat purchase, and loyalty for client brands. Catapult brings a deep understanding of the brand, consumer, and retailer to every client assignment. Catapult's retail insight and depth of shopper marketing knowledge are core differentiators.
Catapult is a full-service agency which provides consumer and shopper strategic insights, consumer promotions, shopper marketing, interactive (Web, mobile, CRM), direct, experiential, sales analytics, and merchandising all through an integrated team approach. Its in-house analytics team tracks ROI and post-performance metrics for every program.
Catapult has full-service offices in Westport, Los Angeles, Nashville, Bentonville, and Phoenix, with a global alliance that provides worldwide reach.
About Gosh! (www.gosh.com.sg)
Gosh! is a strategic marketing partner to blue-chip clients like Sun Microsystems, Cummins Power Generator, Worldkitchen, Hyundai, Abbott Lab, Bang & Olufsen, and Hour Glass. Currently in its 10th year of operation, Gosh! is one of the most-awarded independent strategic creative agencies in Singapore. It has seen its work recognized at numerous international, regional, and local awards shows, such as One Show, Media Spikes, New York Festivals, Creative Circle Awards, among others.