Philippe Starck launches The Key to help manufacturers reposition themselves as well as to shape brand new identities

World-renowned designer Philippe Starck recently launched a new strategic and integrated communications consultancy in Hong Kong to help Asian companies make the transition from original equipment manufacturing (OEM) to original brand manufacturing (OBM).

According to Mr Starck, many western companies have become "paper tigers, or mere facades with a name and a logo" while the know-how and production are in Asia. Every time he wanted to talk with the engineers responsible for the development of the products he designed in partnership with various European and American companies, he was told they were in "Hong Kong, Taipei or Singapore."

"There is an imbalance as Asian producers do not have access to the final customer because they do not know the markets and how to manage the brands," added Mr Starck.

Together with Romain Hatchuel, the former CEO of the Cannes International Advertising Festival, Starck set up The Key in Hong Kong, Taipei and Singapore.

These are the three markets (outside Japan and Korea) with a long and successful industrial history and a good knowledge of the western world as well, according to the founders.

A bridge between Asian manufacturers and global markets

The Key's chief marketing officer, Gilles Mangin, said the new consultancy will serve as a bridge between Asian manufacturers and global markets. "Entrepreneurs in these three countries have built state-of-the-art factories in China over the last 10 years and they would like to leverage their investment in a more meaningful way than just by producing for western or Japanese brands."  

The Key will offer a one-stop solution with strategic planning, brand and product creation and communication under one roof. Their main targets are companies of a certain size (market capitalisation of at least HK$1 billion), have state-of-the-art factories, a network of contacts and distribution with major global retailers and a clear vision and understanding of the importance of OBM.

"Hong Kong acts as our base for The Key and the hub to Asia as it is centrally located near Taiwan and China with excellent infrastructure and a pool of talents to tap on. The Hong Kong office will act as a launch pad to China and probably India as there are large corporations in these two countries eager to initiate an early transition to OBM. Nevertheless, the main focus will be in Hong Kong and Taiwan," added Mr Mangin.

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The Key