Asian Consultancy Gets Weaving with New Tool

Singapore-based consultancy Tapestry Works has launched a new branding tool based on archetypes, specifically developed for the Asian market. StoryWorks will be launched across Asia via a partnership with ABN Impact.

Tapestry Works was launched in April 2010 by Former Synovate Director Dr Neil Gains, who worked as Head of Sensory & Consumer Research at Cadbury Schweppes before spending ten years with Synovate and forerunner AMI in Indonesia and China.

The new tool builds on the firm's experience in applying story structures and screenwriting principles to help clients develop engaging and emotional communications. Gains says the product is the first in a series planned for launch in the coming year, making use of human and cultural psychology. He comments: 'We are very excited to bring StoryWorks to the Asian market to help clients apply best practices in building brand identities based on deep understanding of local needs and cultural values... We are also excited to partner with ABN Impact who have already built a strong presence through their use of innovative research approaches and strategic workshops to help their clients.'

Between them, the companies have offices in Bangkok, Hong Kong and Singapore. Maz Amirahmadi, CEO of ABN Impact comments: 'We are very excited about this opportunity to bring new thinking to the way brands develop communications, which has already helped us to execute and deliver research to clients with real business impact.'

Web sites: www.tapestryworks.asia and www.abnimpact.com .