E3 international agency network
  • Agency name

    Brandigo

  • Year established:

    Depends on which origin story is your favourite but it’s safe to say that our brand strategy operations first saw the light of day in 1996. Our China marketing business came to life in 2004.

  • Location, country:

    Newburyport, Massachusetts, USA

    Shanghai, China.

  • Number of people:

    15

  • Breakdown of staff (approx):

    Creative: 2
    Account: 10
    New business/marketing: 2
    Admin/finance: 1

  • Owner/MD:

    Matt Bowen, President, North America
    Mike Golden, President, China

  • Best known clients:

    China - Costco, Radisson, The UK Government, WR. Grace
    Boston - Cytiva – formerly GE Life Sciences, Veracode, The North Face, Schneider Electric, Zenoti

  • What we’re good at:

    Our brand strategy team are the pioneers of a new idea which we’ve described as the “data-conscious” approach to brand strategy. It’s a compelling blend of blend of primary research and creative vision that ensures brands consistently and powerfully speak to what customers care about most.

    Our China marketing team has been responsible for some of the most effective integrated campaigns deployed by international brands in China, and we have the awards to prove it. We are very good at identify the right channels to reach the desired target audience and tweaking the messaging so that it really resonates with Chinese audiences, ultimately generating growth.

  • Best piece of work done recently:

    Our brand strategy team recently helped do the brand strategy for Cytiva, the $20billion Life Sciences division of GE, including brand strategy, vision, mission, positioning and global persona research.

    Our China team has worked with Costco to help launch its first ever ‘bricks and mortar’ outlet in China, breaking all company records for membership registrations before the store even opened. We now help them run their China social media, content marketing, develop a crisis comms strategy, and we recently launched a brand new customer magazine available both on and offline.

  • Average age of employees (approx.):

    34

  • Office personalities:

    Chris is Brandigo’s artist in residence when it comes to music, and regularly plays live around town. He’s also a big supporter of local musicians, helping promote gigs and events.

    And if you are wondering why Steven has black rings around his eyes and sounds all croaky, it’s either because he’s stayed up too late shouting at the big screen with the rest of the Shanghai Koppites (Official Liverpool Supporters Group), or he’s been Muay Thai sparring with the young guys who actually know what they are doing again.

  • Rising stars (bright young things):

    RongYee and Ivana have executed some great work for some of our China marketing clients over the last 12 months.

    Jessica Hu (new Strategic Planner) and Renee Jiang (recently joined us as an AM) have rapidly formed something of a dynamic duo – bringing a lot of energy to the office and keeping the rest of us on our toes.

  • Agency legends (which people have been there longest):

    Vis Shen, our Creative Director, has been with us for over 15 years. She’s been at the forefront of some amazing creative campaigns for our clients, keeping the global teams happy by protecting the brand, but also ensuring that the local team members on the ground have the right amount of localization to make their jobs easier too.

  • Agency motto:

    We aim to be the most effective agency in our markets.

  • What does everyone love about the agency?

    Our social committee has organised some fantastic events for us all to enjoy. We’ve had escape rooms, laser tag, roller skating, picnics in the park, cooking…….

  • What does everyone complain about?

    Steven’s playlists on the office soundsystem

  • What agency traditions do you have?

    We always celebrate birthdays and work anniversaries. For the last Friday of every month we pick a type of cuisine like, Thai or Indian, and we all have lunch together in the office

  • When did you join the network?

    2010

  • Why did you join E3?

    Lots of reasons. It was a great opportunity to network with like-minded agencies around the world, sharing ideas and best practice. It’s also been a great opportunity to foster collaboration on campaigns and projects which we are very pleased to have been able to take advantage of.

  • Which other agencies have you collaborated with?

    Schindler Parent, Oz Global, BBC, BDB, The Marketing Practice, Recommended, Happy…. Its probably easier to list the E3 members we haven’t had the pleasure to work with…… yet!

  • One thing everyone gets wrong about where we live:

    For the brand strategy team, they are actually based in Newburyport, which is a city up the coast from Boston.

    For the China marketing team, wel l, Shanghai, and China itself is a constantly evolving basket of surprises so you can forget all the sterotypes and what you think you know about living and working here.

  • What’s the coolest thing about your location that no one else knows about?

    Newburyport - It’s where the United States Coast Guard was founded, and it used to have more rum distilleries (like 300 years ago) than anywhere else in the US.

    Shanghai - Shanghai was once a fishing village known as Hudu. The name was derived from a wooden fish trap once used by locals.

  • What’s the one thing you have to do here when you visit:

    Newburyport - Visit our new office about 30 minutes from Boston. We have awesome sand dunes, 20km of beautiful beaches, and amazing restaurants and shopping.

    Shanghai – Brunch! Shanghai is a foodie’s paradise and a boozy Sunday brunch at a fancy hotel, bustling French Concession bistro, or hyper-modern spot to be seen is a weekend staple.

  • Where we go after work:

    Newburyport - Downstairs. Literally, there is an excellent pub below us, called The Port Tavern, with over 40 beers on tap.

    Shanghai – well we usually have to wait until the weekend for brunch but part of being the foodie capital of Asia also means we aren’t short of a place for an amazing cocktail or three. We usually head a couple of blocks over to Wuding Lu where there is a row of great bars and restuarants to choose from.

  • Restaurant we take clients to:

    Newburyport - Tuscan Sea Grille. It features a beautiful waterfront deck, excellent wines and amazing New England seafood.

    Shanghai – depends on if the client would like Shanghainese food, or Cantonese, or Yunnan, or Thai, or Vietnamese, or western, or…….

  • Essential phrase in local language

    US - How long does it take to get an Uber?

    Shanghai - Can I add you on WeChat?

  • If you’re working with Chinese or US clients or markets, or just visiting and want to know more, why not get in touch with Steven , Brandigo’s E3 Agent