Vol. I · No. 1 · Taipei EditionThursday, 14 May 2026 · 2026-W20Last ingest 3d ago · 4/4 feeds

Agency Intel / TW

“Truth · Timing · Tradecraft” — the WPP Media Taiwan review-readiness desk
Dashboard · Roster · FMCG · Hey Song Corporation
№ 44 · The Hey Song Corporation dossier

Hey Song Corporation

黑松 · TWSE 1234
Readiness
47
Greenfield
Capped at 95. Medium confidence — medium-confidence research.
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Heritage masterbrand executing a sustained 'old brand, new creative' play since the 2017 沙士 redesign and 2020 70th-anniversary digital pivot. 100-year milestone in 2025 is the largest brand moment in a generation, expressed mainly through collectibles, retail experience, and illustrator-led nostalgia content rather than a single anthem campaign. Tonality is youth-skewed nostalgia (18–29 target on 沙士), with coffee and sports-drink lines run as discrete franchises. No unified CMO voice or AOR — creative decisions appear distributed across brand managers + VP-level oversight, with external partners selected per project. Heavy lean on digital, music IP, designer collabs, and PR/retail activations.

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The arithmetic of 47
score breakdown
Intel depth (5 wedges · M&A, recent, transformation)research_depth+47
Total · capped 9547
30-day signal trajectory
0 signals · spend N/A
Intel wedges
5/8
5 of 8 wedges corroborated. Research confidence: medium — campaign-level credits (Dentsu on 韋恩, Lowe/雪芃 on 沙士) are well-sourced via Brain Magazine and trade press; org-chart specifics below VP level are not public; chairman name in user prompt (張道榕) does not match public filings (張斌堂) and needs verification..
Open playbook →
Recommended posture
Monitor quietly.
Integrated AOR pitch: position WPP (GroupM + a creative anchor like Ogilvy/VML) as the consolidator of a fragmented roster post-100週年, with promise of 15–25% A&P efficiency at flat output — directly responsive to the revenue-decline pressure.