Asia Pacific Updates

Untangled Group bolsters engagement strategy

Expanded team and collaborative partnerships focus on creating meaningful connections.

Relationships are everything in the Asia-Pacific region. With the ease of accessing information online, coupled with shrewd buying process, sellers and service providers in this region are pressured to establish meaningful engagement with buyers – and stand out from the competition.

At Untangled Group – content strategy agency and publisher of Biz Events Asia – we are working to close the engagement gap, and recently executed a number of projects where human-centric design has helped clients address the common criticism that relationship-building in Asia is largely “transactional”.

Some of our recent projects include curating the content programme for the Thailand Incentive and Meeting Exchange (TIME) 2018, a signature showcase of the Meetings and Incentives department of the Thailand Convention and Exhibition Bureau (TCEB); and designing and delivering content across a number of unique locations for the SITE (Society of Incentive Travel Excellence) Global Conference Bangkok 2019.

Untangled also produced the first-ever international roadshow for Business Events Hangzhou in Singapore, where business events suppliers and local artisans engaged with buyers from the region (above). We also recently curated an immersive culinary experience for ICC Sydney executives in Singapore (main).

To bolster our engagement efforts, Untangled recently appointed Lilian Kuan as director of solutions. Kuan, who previously held leadership positions with the Singapore Tourism Board and SACEOS, will work with clients to produce customised engagement activities that span a range of mediums.

“The ability to engage customers on a meaningful level is vital when we live and work in competitive economies of Asia, Kuan says. “Our customers want to sense the possible return of investment through the sense of engagement.”

Untangled team (L to R)… Michelle Lim, Kiat Chua, El Kwang,
Lauren Arena, Jen Anderson, Lilian Kuan

Commenting on the group’s new focus, El Kwang, Untangled Group CEO, says: “We include content and context when designing engagement strategies for our customers.

“Every purposeful action starts with the right intention, however defining that intention and refining the journey, requires time and effort. We are here to help our clients through this process.”

Untangled has also formed a collaborative partnership with Pacific World to deliver this year’s edition of Asia Business Meet (ABM), SACEOS’ signature buyer-meet-seller event set to take place in July.

Pacific World global managing director, Selina Sinclair, says: “After experiencing some of the work Untangled has designed, Pacific World is delighted to partner with Untangled to co-design and co-manage ABM 2019.

“We welcome such thought leadership and collaboration, and so far, it has proven to be a positive leaning experience for both our organisations.”