Hong Kong-based PR tech consultancy firm Tango Digital is mulling to expand into the Southeast Asia markets with a particular focus on Singapore, Malaysia and Indonesia, offering its brand safety solutions to overseas enterprises.

This comes after Tango Digital has experienced rapid growth with an increasing emphasis on market intelligence, digitisation, and brand safety, achieving a 20-fold increase in business over the past year.

Leveraging its latest artificial intelligence (AI) integrations, Tango Digital aims to further deepen its capabilities in identifying brand threats in local channels, in local languages, while also providing automated solutions to neutralise those threats.

Upon the expansion, Tango Digital hopes to offer its brand safety solutions, powered by the integration of artificial intelligence and PR technology within the Social Listening system – EARFUL, to overseas brands in the SEA markets, by aggregating data from various sources, including global media, websites, news blogs, social media, local forums, amongst others.

These data sources are then integrated with automated public relations solutions such as content generation, content blasting, daily news summaries, fraud detection. This combo aims to offer clients comprehensive analyses and services while improving their PR and marketing resource allocation.

The EARFUL system employs AI to systematically track and analyse online sentiments. The system also boasts the capability to analyse more than 30 languages, including Cantonese, Japanese, Korean and Malay, among others, thereby accommodating diverse market demands.

Furthermore, the system undergoes weekly database updates, encompassing regional colloquialisms, slangs and prevalent internet phrases, ensuring its capacity to discern pertinent information even in cases where users do not explicitly reference the “correct” keywords.

Brian Tang, Tango Digital’s founder and CEO, said: “Tango Digital aspires to be the market’s premier provider of brand safety solutions. Through EARFUL, our automated social listening technology, we intend to help global brands foresee and respond to PR crises while protecting their brand image. Expanding our business to Southeast Asian markets, starting with Singapore, will enable us to reach more large-scale corporate brands and sustain a significant impact within the realm of brand safety.”

Founded in 2020, Tango Digital has been providing a wide range of product solutions to several Asian firms, brands, and government agencies, including Brand Hong Kong, ICBC (Asia), Cathay Pacific and Greater Bay Area Youth Community Fund, amongst others. Tango Digital has also completed its Series A funding round, led by Axis Capital Partners and several family offices, raising over US$1m, according to the release.

MARKETING-INTERACTIVE has reached out to Tango Digital for more information. 

Don’t miss: HK hands Brand HK digital media promotion remit to two local agencies

Back in July, the Hong Kong government spent close to HK$17m to recruit digital agencies Tango Digital and Founder New Media to help promote “Brand Hong Kong” in Mainland China and internationally.

According to the government gazette published on 28 July, the Informations Services Department (ISD) has approved two contracts of HK$8.56m and HK$8.28m respectively, to hire Tango and Founder New Media.

Tango is required to undertake a digital media promotion including planning, booking and advertisement coordination to promote “Brand Hong Kong” in the international markets for a period of 12 months, commencing on 1 July 2023 and expiring on 30 June 2024.

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