Giant Manufacturing

Predominantly in-house, multi-brand-architecture-led, with a structural preference for internal capability over external AOR retainers. Giant Group operates four brands (Giant, Liv, Momentum, CADEX) with deliberately different marketing models: Giant masterbrand leans on sports-marketing and pro-cycling sponsorship (UAE Team Emirates / Pogačar) and product-led TVC, Liv leans on ambassadors and community storytelling, Momentum on urban/lifestyle, CADEX on tech-credibility content. The Global Digital Experience Team (~6 people in Thousand Oaks, CA, led functionally by An Le) acts as an internal agency for all four brands, with external paid-media support market-by-market and production partners hired per project. No public Cannes/D&AD entries — the brand is absent from creative-awards circuits, which is consistent with the in-house posture. The January 2025 generational handover (Young Liu to Chair, Phoebe Liu to CEO; Bonnie Tu retiring) is the most significant marketing-relevant inflection point in a decade.