US brand agency MBLM expands into Asia with Seoul office

30 June 2021 Consultancy.asia 2 min. read

New York-based specialist branding agency MBLM has made a foray into Asia with a new office in Seoul – aiming to help local brands expand into global markets, and vice versa.

MBLM offers a range of branding services – from creation and activation to design, software development and customer experience. The firm prides itself on creating lasting relationships between consumers and brands through what it calls ‘brand intimacy’. 

These services are currently distributed in key global markets through MBLM offices in the US, Mexico, Canada and the UAE. A new Seoul office now gives the firm a strong presence at the other end of the globe – an outfit that will support both local and global brands.

MBLM’s team in Seoul

“We spent a considerable amount of time cultivating our South Korean presence, ensuring we had the best team to represent MBLM with the ability to deliver unparalleled services and tools for our clients,” said William Shintani – Dubai-based managing partner at MBLM. 

Leading this carefully assembled Seoul team is Nelson Hur – a branding executive with over two decades of experience under his belt. Hur has worked in a senior capacity at FutureBrand, Cheil Worldwide and Ogilvy – among several other top agencies – and has served big-ticket South Korean clients including Samsung in the past.

Other members in his new team hail from an array of backgrounds – consumer goods, tech, financial services and retail included. “Our executive team is excited to be leading MBLM’s Korean expansion,” said Hur. 

“MBLM’s proficiency across both brand and digital capabilities, combined with the firm’s Brand Intimacy focus, creates a compelling proposition for Korean brands looking to grow, prosper and expand beyond Korea.”

And the proposition is worth its weight in gold. Several recent studies have detailed how building an appealing and trustworthy brand could be crucial in the new normal – as consumers grow increasingly nuanced and discerning in their demands. MBLM’s Seoul team has hit the ground running in this landscape – having already delivered a rebranding operation for local tractor manufacturer TYM.