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Isobar China Group has unveiled a suite of organisational changes and new management appointments as the digital agency aims to promote greater integration across the business and bolster its services.

The Dentsu Aegis Network digital agency will establish four cross-agency functions: client servicing, specialist, product development and business support. The aim is to create a “new-type” of agency that can compete with the increasing number of rival businesses and marketing consultancies.

Isobar China will establish a consulting and marketing service to analyse customer needs and deliver communication. Isobar Beijing will be the first agency to adopt this model with James Yang, executive director brand commerce consultancy and the consulting practice lead in Beijing, assuming the role of managing director of Isobar Beijing.

Alvin Huang, chief executive officer of Isobar China Group, said the aim was to be more to clients than an agency.

“We aim to be their agency partner and business consultant,” said Huang. “Over the last few years, we have delivered consultancy services through our Brand Commerce Consultancy team and believe that to deliver true transformation for clients, we need to deliver solutions and through our integrated consulting and marketing offering.

“Isobar Beijing will be a pioneer in China with this integrated offering and our goal is to apply the transformation to all Isobar China Group offices in the future, to add more value for our clients."

As part of the strategic changes, Isobar China will integrate all account service and creative teams into one client servicing function, with all specialist teams including planning, media, procurement and production, to be integrated to form a specialist function.

The group will also launch a new product development function with a focus on launching Entertainment Marketing Solutions, Effective Optimization System (EOS) and a new planning tool Code 1 Lite.

Trio Isobar will merge with Isobar under one brand with Trio Isobar chief strategy officer April Chang appointed as managing director, operations, Isobar China Group.  Trio Isobar general manager Britney Pai has been appointed vice president, Entertainment Marketing Solutions, and OMP chief executive officer and founder Jeffery Ding, becomes Special Adviser, in charge of the development of EOS.

In further management changes, OMP-Linked by Isobar vice president William Wu has been promoted to managing director, taking charge of OMP’s business, which will continue to use its extensive experience in serving local clients, with a focus on developing e-commerce marketing solutions.

Verawom-Linked by Isobar chief exective officer Jack Wang will continue to lead the agency team, with a focus on social creative, content and video.

Huang said, "Integration helps us to better leverage resources, boost efficiency and offer our clients an even higher quality of work and services. Upon completion of the integration, Isobar China Group will become a new-type of digital marketing solutions provider with consulting at its core, anchored by business insights, communication strategies, creative and tech to transform businesses and build brands.”

Phil Teeman, chief executive officer of Dentsu Aegis Network China, said, "Dentsu Aegis Network has the ambition of becoming a 100% digital economy business. In the era of digital disruption, we need a more integrated business model to deliver effective marketing solutions for our clients that drive superior brand growth and engage consumers. Isobar’s transformation is definitely one of our strategic moves to fulfill this vision.”