Bosch appoints Happiness Saigon to raise its profile in Southeast Asia

Bosch will work with Happiness Saigon across five markets, led from Singapore and Shanghai.
Bosch will work with Happiness Saigon across five markets, led from Singapore and Shanghai.

The agency will build the hardware brand's reputation in Vietnam, Cambodia, Myanmar, Laos and Indonesia

HO CHI MINH CITY, VIETNAM — Hardware giant Bosch has appointed Happiness Saigon as its agency of record for Southeast Asia following a six-way pitch.

According to Happiness, brand awareness of Bosch and its "active role in improving quality of life, environment and society" remain limited in Southeast Asia.

Happiness will develop a brand strategy to build the company’s reputation in five key markets: Vietnam, Cambodia, Myanmar, Laos and Indonesia. It will target key trade and government decision-makers as well as the general public.

Alan Cerutti, co-founder and chief executive of Happiness, said rather than just speaking to people, the work for Bosch would help people "experience firsthand the good that Bosch does for the individual and for the industry and in turn generate a seamless set of growth opportunities for our client."

Karoline Hagen, senior manager of corporate communications for Bosch, said Bosch’s power tools and white goods are well known, "yet people do not know the real depth of Bosch solutions and how they are truly invented for life."

Hagen added: "We were won over by a fresh and ambitious agency team that demonstrated top strategic thinking and a very clear understanding of the cultural subtleties of all the individual marketing within the ASEAN region."

Happiness Group is headquartered in Brussels, and Happiness Saigon is an affiliate of FCB. The agency launched in Ho Chi Minh earlier this year and is jointly led by Cerutti, Paul Busschau and Thuy Tran.

Campaign Asia recently featured Cerutti among its 40 under 40 2015.

This article first appeared on

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