SINGAPORE — Lenovo has shifted Asia-Pacific communications duties to WE Communications following a competitive review.

The assignment, previously handled by Lenovo's global agency Text 100, covers the technology giant's four regional hubs in the region. WE becomes responsible for the brand’s PCs, tablets and data center business, and will deliver an integration of insights and ideation, content creation, reporting and analysis, as well as influencer programs and executive communications. 

“Our goal is to present our brand, innovations and success through compelling and authentic storytelling, and to spark conversations with our audiences through those narratives. At the same time, we need to ensure that we have a unified brand message across our diverse businesses in PCs, mobile and the data center,” said Lenovo Asia-Pacific head of communications Stephanie Shi.

"In order to do this, we looked for an agency that could exhibit drive, flexibility, and creativity, as well as a deep understanding of our stakeholder groups. WE’s team and integrated communications capabilities were a strong match for our needs as well as our strategic direction going forward."

As the communications hub, WE will be responsible for developing the brand’s ‘Different is Better’ narrative across the region – including audience-centric messaging, processes, tools and platforms to enhance in-market efforts and will develop creative toolkits containing audience-driven strategies and content for in-market activation and impact.