Global out-of-home (OOH) media agency Kinetic Worldwide is expanding its Kinetic Active division into China, Southeast Asia and India.

Kinetic Active, a full-service creative and production studio in Asia, launched earlier this year in the US and the UK and already works with clients such as Argos, Dove and 3Mobile.

According to the WPP-owned agency, the new division will take “an innovative approach to creativity, beginning with the user and focusing on creating engaging and meaningful user experiences by utilising the latest technology as a tool rather than a strategy”.

King Lai, chief executive at Kinetic Asia Pacific, said: “The majority of consumers’ time is spent outside their homes, so there is a huge opportunity to connect with them as they go about their daily lives.

“Our aim is to entertain, inform and inspire people while they’re on the move, while in traffic, walking through an airport or on board a train. We have a lot of fun discovering new ways to use media and technology to connect consumers with our clients’ brands – injecting humour, offering something useful or creating a memorable moment in someone’s life,” he added.