Noisy Beast starts global expansion

Rachael Micallef
By Rachael Micallef | 19 March 2015

Melbourne-based independent communications agency Noisy Beast has started its global expansion. Hot on the heels of opening an office in London and it now has imminent plans to follow suit in Singapore.

Speaking to AdNews, Noisy Beast MD Adam Hilton said the new London office already has a 10-strong team including Melbourne based executive creative director Stewart Byfield who relocated to the new office. Hilton said the group has “imminent pans” to build a full-time presence in Singapore to take advantage of Asian market opportunities.

“Its been an exciting time for us as a business,” Hilton said. “In recent months we’ve established a team in London as we also look to establish a full time presence in Asia.”

The expansion plans come as Noisy Beast unveils its launch for vitamin brand Swisse Wellness in the Singapore market.

AdNews reported in June last year that the agency had won a global contract to take the Swisse Wellness brand to 30 countries. In November 2013, Australian-based Swisse struck a deal with PGT Healthcare, a joint venture between Procter & Gable and Teva Pharmaceutical, to bring the Swisse brand to the globe.

The Singapore launch feature a “local insight” driven campaign which includes Singaporean celebrities; actress Rebecca Lim and chef Wilin Low. It also includes Swisse ambassador, tennis player Lleyton Hewitt.

Australian Swisse campaigns has used Noisy Beast's “high impact”, always on strategy which focuses on owning and leveraging assets and partnerships such as events, and major TV programs and bringing it to above-the-line strategies.

Hilton told AdNews last year that the strategy helped Swisse grow in Australia from “2% marketshare to 16% in five years as a result of a very clear marketing and communications strategy”.

While tight-lipped on specifics for the Singapore market, Hilton said the agency has adopted a “similar” strategy to previous Swisse campaigns, albeit with a key focus on localisation.

“We've but a lot of weight and local insight to ensure all material is localised,” Hilton said.

The agency has also looked to broaden the scope of its digital strategy. Noisy Beat digital director Lucy Lloyd said: “Our close collaboration with global strategic and creative excellence teams at Facebook, Yahoo, Google and PGT healthcare has facilitated a truly integrated, best practice approach to our digital strategy. I am confident this relationship will help yield great results for PGT healthcare well beyond the launch.”

Swisse is expected to continue its global roll out in 30 countries, including Europe, Asia and South America.

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