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 · Retail · POYA International
№ 47 · The POYA International dossier

POYA International

寶雅國際 · TWSE 5904
Readiness
55
Greenfield
Capped at 95. High confidence — high-confidence research.
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Conservative-pragmatic, promotion-led, in-house-heavy with project-based local-agency support. POYA's growth engine is store expansion (418 stores 2024, target 400+ by 2025) and category-mix shift toward beauty (>50% shelf in flagship format), not brand storytelling. Marketing budget skews to promotion mechanics (App pushes, in-store, LINE OA xat.0000165278.46q, social-first KOL seeding via poyabeauty IG 191K) and event-driven TVC/OOH around sale moments. There is no public master AOR. POYA's beauty-format strategic shift is colliding head-on with Watsons and Cosmed — both of which have multinational-network agency support — creating a structural reason for POYA to upgrade brand work above pure-tactical promotion. New marketing head 王薇雅 (in seat since June 2024) and the post-POYAHOME consolidation are the two structural transition signals. Likely buyer of: creative/brand-elevation work for POYA Beauty format, CRM/CLV capability on the POYA App, retail-media monetization (POYA has 350+ stores of OOH inventory and 19M+ members it does not appear to be selling to brands), K/J-beauty / category-marketing strategy.

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The arithmetic of 55
score breakdown
Intel depth (6 wedges · M&A, recent)research_depth+55
Total · capped 9555
30-day signal trajectory
0 signals · spend N/A
Intel wedges
6/8
6 of 8 wedges corroborated. Research confidence: Medium-low. High confidence on: Chairman 陳建造, FY2024 revenue NT$23.6B, store count 418, beauty-format strategy, POYAHOME consolidation, 王薇雅 as marketing planning head since 2024-06-11, social footprint figures, absence of POYA from major trade-press award lists. Low confidence on: actual annual ad-spend figure (NT$200M is plausible but unverified), identity of any external creative or media agency POYA uses, who specifically owns the POYA App product line, and whether there is a marketing AVP/副總 above 王薇雅 in the org..
Open playbook →
Recommended posture
Watch closely.
Brand-elevation for POYA Beauty format: POYA's >50%-cosmetics shelf strategy puts it in direct creative collision with Watsons and Cosmed, both of which have global-network agency depth. WPP (Ogilvy / VML) can credibly offer K-beauty/J-beauty category marketing depth POYA cannot self-source.