The new office will focus on connecting brands and consumers through cross-border, cross-culture e-commerce and service offering initiatives.
AI marketing platform EternityX announced its new office opening in Sydney, Australia, as part of its overall strategic expansion across the Asia Pacific region.
Overseen by Richard Andrew, Managing Director of Southeast Asia and Australia, and led locally by Luke Busell, Director ANZ, EternityX Australia, the aim of the new Sydney office is to drive business expansion and strategies across the region.
The new office will focus on connecting brands and consumers through cross-border, cross-culture e-commerce and service offering initiatives.
EternityX has also appointed Tony Skvarc as Sales Director ANZ to work alongside Richard and Luke. Skvarc will focus on client relationships, Chinese consumers, and data-driven campaigns.
Headquartered in Hong Kong, EternityX has offices in Beijing, Shanghai, Guangzhou, New York, Singapore, and now Australia. Since 2018, the company has rolled out over 2,000 campaigns for more than 300 local, regional and international advertisers including the likes of Richemont Group, LVMH, Hilton, L’Oréal, P&G, and HSBC.
“When planning the expansion of EternityX, we saw Australia as an important strategic market and one of the key cornerstones in our expansion across the Asia Pacific region,” said Charlene Ree, Founder & CEO of EternityX.
“China’s continued economic growth offers a highly important market for businesses around the world, including Australia, for growth and partnerships. With our strong background reaching Chinese consumers, we are pleased that our new Sydney office opening will help brands better connect with this audience and realize significant untapped potential.”
While travel restrictions and varying social distancing measures remain in force, consumers are more active on social media platforms as they seek to connect and interact virtually, making it essential for brands to strengthen their online presence.
“The Chinese media landscape is complex and ever-evolving and companies need help staying on top of the best ways to reach their targets,” said Richard Andrew, Managing Director, Southeast Asia and Australia.
“While short videos and live streaming have long been used to build continuous engagement, the increasing influence of Key Opinion Consumers (KOC) is a trend that is hard to miss among Chinese consumers and communities.”
According to the company’s own recent Chinese Australian consumer survey, Chinese streaming services attract 183% more viewers from non-English speaking households compared to free-to-air TV. The research also shows that the lifestyle and shopping platform Xiao Hong Shu (Little Red Book) has 35% more regular Chinese Australian users than mainstream Weibo.
“It is the right timing for brands to be building connections and relationships with Chinese Australians, one of the largest communities in Australia,” added Richard Andrew.