Blue 449, part of the ZenithOptimedia group, has opened its ninth network office with the launch of the agency in Hong Kong.

This is the second office launch in Asia-Pacific for the new network, having acquired Match Media in June 2015, which is offering brands a new and innovative approach to communications.

Blue 449 was launched worldwide in March 2015, and during the past year has opened hubs in the UK, France, Italy, Australia, Germany, Belgium and Spain, the UAE and now Hong Kong. The new office in Hong Kong will act as a regional hub for APAC as well as being the local office for Blue 449.

The agency will be led in Hong Kong by managing director Nico Guiridlian. Guiridlian joined ZenithOptimedia in 2000 and has led EMEA business development as well as being a global bBusiness director. He has been in Hong Kong for the past three years as managing director, international clients.

At launch, Blue 449 Hong Kong will work with both global and local clients, such as Puma, BASF, Christies, and Pimco.

Blue 449 will have 17 city hubs by the end of its first year of trading. These agencies operate collaboratively with the other ZenithOptimedia group brands: Zenith, Optimedia, Performics, Newcast, Moxie and Ninah. The Blue 449 network also benefits from access to the broad range of services within the Publicis Groupe and VivaKi within a new framework for clients called ‘Open Source’.

Relationships with media, technology and creative partners will be built upon collaborative, ‘Open Source’ management. They will also carry weight in the network’s planning approach and its response to the new digital economy.

Nico Guiridlian, managing director, Blue 449 Hong Kong, said, “This is a truly exciting development in media communications.

“Blue 449 will be a dynamic, multi-hub network, benefitting from all the resources of ZenithOptimedia and Publicis Groupe and pioneering an Open Source, collaborative approach, seeking the best talent both locally and internationally. I feel that Blue 449 will be especially exciting and relevant in Hong Kong and Asia.

John Preston CEO of Match said: “The Blue 449 roll out is gaining momentum and having another partner agency in the  APAC region is great news. We are already working with Nico on a business opportunity.”

Andras Vigh, global CEO, Blue 449, said, “We have launched Blue 449 to challenge the agency model and break with traditions. This launch is a significant step in the creation of the Blue 449 network and we are very proud to open Blue 449 here in Hong Kong, in a market that is very close to my heart having lived and worked here for over a decade.

“Nico and his team are excited about our unique way of working and we can’t wait to see what this will deliver for both local and global clients.”