Global marketing and technology agency LBi has opened its first Australian office, in Sydney. The company has 24 offices based in 16 countries and offers a blend of strategic, creative and technical expertise to clients including Pacific Beverages (Peroni) and Johnson & Johnson.

LBi Australia’s Senior Account Director, Shailei Forrester talks about the agency’s plans for 2012 and beyond.

Expanding the Asia Pacific Market

Forrester previously worked at Profera and Clemenger BBDO in Sydney, where she was Account Manager for Johnson & Johnson on behalf of LBi Asia. LBi elected to establish an Australian office in response to the rising opportunities in the region and to extend relationships with the agency’s global clients. “A lot of clients expressed interest in us opening up in Sydney. They don't want to just work with us in one particular market, they want to work with us globally,” says Forrester. 

Forrester is currently the sole employee of LBi Australia, and describes her position as, “pretty much an everything role: working the finance and client service side of things while building up our relationships with our existing clients.”

A blend of services

Forrester explains that LBi prides itself on offering a full suite of services: from marketing through to technology. She sees this holistic approach as essential to ensuring the campaign is correctly executed. “We do everything you’d expect from a digital agency, eCommerce, CRM, analytics and so on. But we believe is that it's not just about one aspect, it's about looking at those things blended together. So the CRM team are talking with the analytics team and overlay that with [insight from] creative and social teams. It’s about creating a campaign that can move across all those digital touch points.”

Ultimately, Forrester sees the consumer experience as being the driving force behind successful campaigns. “It’s not just layering creative over technology. It’s making sure each part of the digital journey is the best it possibly can be.”

Opportunities for SMEs



While LBi predominantly works with larger brands, Forrester says the agency has a lot to offer local SMEs too. “We want to work with companies that have a vision for where they want to be and then working with them to take them to there.”

She cautions that having a social media strategy means more than setting up a Facebook page. “Everything needs to live in context. Something like Facebook can be an important part of a social media strategy, but it’s about matching that with other data such as consumer insights. You have to look at the broader picture, rather than just getting a Facebook page up and getting as many likes as possible just for the sake of getting likes.”

The digital landscape in Australia

With the digital landscape in Australia maturing, Forrester sees a shift in brands moving from an investment to a strategic mindset. “A lot of brands may have initially jumped in and not necessarily understood what the return on investment might be. Brands are now realising that it's not just about being there, it's about having a reason to be there and having a way to understand whether it's worthwhile them being there.”

She sees an appetite for creative digital content from consumers, and believes agencies and brands can work together to produce innovative social media campaigns. “The consumers are already there. Look at any of the internet and technology reports out there, everything is saying that's where consumers are going, be it mobile, be it digital or tablets.”

2012 and beyond

Forrester says LBi Australia is currently working on the Asia Pacific strategy for Johnson & Johnson, in addition to implementing a range of social media campaigns for Peroni.

LBi Australia is currently in talks with its international clients and next Forrester foresees, “exciting opportunities to do innovative things on a global scale.”

Forrester plans to grow the Sydney office and her aim is that the office eventually leads the Asia Pacific.