Posted on Apr 15, 2016
Asiance co-CEO Olivier Mouroux was featured in Les Echos, a famous French newspaper, in the April 8th issue. Sharing his insights on Korea’s fast-moving creative economy and booming start-up ecosystem, he compared today’s environment with the one from 2004, when he co-created Asiance.
In 2004, chaebols had no consideration for small players. Today, these large conglomerates are financing incubators and keeping a close eye on new companies to integrate them within their group if necessary.
Park Geun-hye’s election in 2012 made Korea more attractive for start-ups, as she declared the development of a creative economy a priority for South Korea, with a three-year plan launched in 2013 to drive economic innovation. In 2015, Korea allocated 2.7 billion dollars to setting up a start-up-friendly environment. Efforts are coming from both public and private bodies, with the creation of 17 centers bringing together conglomerates and local governments, and 24 private and public accelerator programs launched in the last three years.
Efforts have paid, with 30,000 young companies registered in Korea nowadays, which is twice as many as eight years ago. Long-term plans, one of Korea’s biggest strengths, enable entrepreneurs to project themselves in the future and make their activities durable.
The rise of start-ups in Korea, the world’s most connected nation, is impacting the jobs market. Indeed, more and more graduates are considering joining young companies rather than chaebols, as they are seeking a quick access to responsibilities. This is especially accurate among graduates who spent time abroad. However, it is not systematic for all Koreans yet, as employment is very much tied to social status in Korea, securing the appeal of large conglomerates such as Samsung, Hyundai and LG in the eyes of Korean graduates to start their career.
Posted on Mar 24, 2016
Following on the letter of intent signed in November 2015 by Naver’s CEO Kim Sang-heon and France’s Minister of Culture and Communication Fleur Pellerin, the Institut Français and the Embassy of France in Seoul launched the French Cast yesterday on Naver TVcast. With the year of France in Korea starting this month, the Institut Français and the Embassy of France in Seoul want to broaden the perception of France in Korea by immersing Koreans in France’s rich culture.
The French Cast is the first video channel in Korea to be entirely dedicated to France, offering Korean subtitled videos on various topics such as culture, sport, tourism, etc. With new videos uploaded regularly, the French Cast aims to give Koreans access to high-quality and exclusive contents to widen their vision of France.
Hosted on Naver TVcast, the channel is accessible anytime, anywhere and on any support: mobile, tablet, and desktop. With 24 million Koreans using Naver from their smartphone monthly, the Institut Français and the Embassy of France in Seoul intend to bring a bit of France into their life.
Asiance is working with the Institut Français and the Embassy of France in Seoul to promote the French Cast channel in Korea. Stay tuned for new videos and exclusive events in the upcoming months!
In the meantime, visit the French Cast to discover a rich selection of videos exploring France and its culture: http://tvcast.naver.com/frenchcast.
Posted on Feb 25, 2016
A month ago, Asiance launched Aesop’s NAVER Post account. This is the first time the agency had worked on NAVER Post, NAVER’s answer to mobile-first blogging. This first month has drawn positive results in meeting the branding objectives of the Australian beauty label.
The first step was making sure the brand’s account was easy to find for its fans. This is why the page features the name in both its English spelling and its Korean translation. The Hangul spelling also helps Koreans enunciate the brand properly (i-sop instead of a-y-sop, as the brand was named after Aesop’s fables). This embracement of the brand’s name contributes to the label’s identity as a strong supporter of the arts.
While Aesop opted for a global strategy on its social media accounts, the brand wanted to educate Korean consumers about Aesop’s unique positioning in a country where beauty brands come by the hundreds. Contrasting with other beauty brands’ usual tutorials and trend reports, Aesop chose to focus its posts on its history and identity. So far, the brand has published 5 posts, focusing on brand creation history, new product lines, the stores’ signature design and the brand’s yearly book selection – focusing on Love this year, and featuring a Korean book.
NAVER Post, being one of NAVER’s most recent services, is less crowded than other blogging platforms, making Aesop more visible. The brand’s audience responded positively to the contents and showed genuine interest in Aesop’s history and news.
Asiance’s focus is now set on growing the brand’s audience through a careful management of tags and the construction of an interesting and engaging editorial calendar for mobile users.
Posted on Jan 25, 2016
On January 21st, Asiance attended the “&Awards” ceremony. We delightedly received two Grand Prix awards! “&Awards Korea”, is the professional association for digital media development . This year, Asiance won the “Fashion and Beauty Service” award for our work with Newvit, for the STI:L “Mobile Fashion Week” microsite.
We also received the “Fashion Brand” award for our work with Lacoste, on their China Le Magazine flagship localization.
2016 started off with a bang, we’re looking forward to what the rest of the year has to offer with exciting new challenges and great projects coming up.
Posted on Dec 15, 2015
Asiance has been working with Newvit to launch its phone case brand STIL in the US market.
The brand identity is unique and highly fashion-centered, thus the campaign theme is “Mobile Fashion Week”. We created a responsive campaign site including motion effects, which offers a virtual fashion show experience to viewers. The team focused on how they could put together interactively enjoyable user flow alongside strategic sales triggers.