HONG KONG — Hong Kong-based Gusto Collective has acquired Singapore’s Mercury Integrated, expanding the tech agency’s reach across Southeast Asia.

Acquiring Mercury will add more than 70 clients in the luxury fashion, beauty, lifestyle and electronics businesses to Gusto’s roster. Mercury has worked with the likes of Burberry, JW Marriot, L’Oreal Group and Nespresso.  

The deal also expands Gusto’s footprint into Malaysia, where Mercury opened an office earlier this year.

The Mercury purchase is in keeping with Gusto’s commitment to serving the luxury sector, which is at the forefront of technology adoption and, therefore, more apt to use Gusto’s tech-powered storytelling services.

The move is also the latest in a series of acquisitions Gusto has made since industry veteran Aaron Lau launched it as an independent holding group in 2020.

Gusto’s 2021 acquisition of Hong Kong augmented reality specialist 26Hz expanded the group’s capabilities in AR and XR solutions for clients. Gusto launched with the acquisition of Shanghai-based Reuter Communications to increase business revenue through a combination of Web 2 to Web 3 products and services.

Today, Gusto, has more than 200 employees in six locations — Hong Kong, Shanghai, Singapore, Kuala Lumpur, London and Paris.

"The partnership with Mercury Integrated marks an important step forward for Gusto Collective, giving the company a truly pan-Asian presence while also doubling down on our commitment to the luxury sector, which has been at the forefront of technology adoption,” said Gusto Collective CEO & founder Aaron Lau. “I’m particularly excited to work with Mercury founder) Tjin (Lee) and her outstanding team, who shares our commitment to global best-in-class products and services. With Singapore as our flagship office in the region, we are able to leverage the city-state's position as the gateway to South-East Asia to drive further growth.”

Gusto CEO & Founder Aaron Lau said, “The partnership with Mercury Integrated marks an important step forward for Gusto Collective, giving the company a truly pan-Asian presence while also doubling down on our commitment to the luxury sector, which has been at the forefront of technology adoption. “I’m particularly excited to work with Tjin and her outstanding team, who shares our commitment to global best-in-class products and services. With Singapore as our flagship office in the region, we are able to leverage the city-state's position as the gateway to South-East Asia to drive further growth.”