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Marketing Featured Southeast Asia

72andSunny Singapore welcomes new creative leaders

Singapore – Creative agency 72andSunny in Singapore has announced two new appointments, namely Farhan Darma, the new senior art director, and Daniel Ko, the new group creative director, to drive its creative team.

Darma brings with him almost 10 years of experience in the creative industry. He was recently the senior art director at integrated communications agency VCCP, where he worked on the global Shell business and Netflix. 

Meanwhile, Ko was one of the earliest creative hires at 72andSunny Singapore and has spent two decades across companies like BBH, TSLA, and Iris, working on brands like Tiger Beer and NTUC Income. At 72andSunny, he leads the team of Johnnie Walker, Carousell, and GIC, among others.

Johnny Tan, 72andSunny’s executive creative director for APAC, commented, “It’s always such a joy seeing our guys rise and thrive. Daniel has been absolutely brilliant since Day One. And bringing on more talent like Farhan just adds to the fun in the work.”

In November 2021, 72andSunny has also announced the appointment of Judy Ang, the new group brand director, Jaclyn Lee, the new senior strategy director, and Jonathan Tan, the new brand director, citing business growth and momentum.

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Marketing Featured Southeast Asia

72andSunny Singapore announces new senior appointments

Singapore – The Singapore team of creative agency 72andSunny has announced three new senior appointments, namely Judy Ang, the new group brand director, Jaclyn Lee, the new senior strategy director, and Jonathan Tan, the new brand director, to further strengthen its 2021 growth momentum.

Ang has over 16 years of experience across major creative networks in Singapore and Shanghai. She has previously led and grew the Scoot business at Publicis and helmed the HSBC and Changi Airport Group accounts at J. Walter Thompson, which is now Wunderman Thompson. She has also worked on Unilever and Castro at Ogilvy and Mather Shanghai, and has client-side experience as regional marketing director at the Furama Hotel group.

Commenting on her appointment, Ang said, “I am super stoked to join the 72andSunny team. I’ve always loved how they put creativity and collaboration at the core of everything – the work, the people, and the business.”

Meanwhile, Lee has over 15 years of planning expertise, while Tan brings with him almost 10 years of account management experience. Both have been with the agency for over two years and have been leading the GIC, Carousell, and Singapore University of Technology and Design accounts, among others.

Ida Siow, 72andSunny’s president for Singapore, describes Ang as a powerhouse who knows how to “wrestle big, complex accounts and deliver results for her clients.”

“Jaclyn and Jonathan are both superstars with the smarts and the heart to lead their teams, build strong client partnerships and make the work work. They make me and everyone else look good,” said Siow.

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Marketing Featured Southeast Asia

GIC makes use of innocuous symbols to retell rich history behind four-decade presence

Singapore – GIC, Singapore’s sovereign wealth fund, is celebrating its 40th anniversary and has partnered with creative agency 72andSunny Singapore to retrace the pivotal moments in its four-decade history. 

An entity’s history is inherently rich and even as a leading global investment firm, not a lot may be knowledgeable of how the firm came to be what is today, hence, the campaign’s objective. GIC was established in 1981 to manage Singapore’s foreign reserves to secure the country’s financial future. 

With ‘Bold’ as the star message of the campaign, GIC ‘subtly’ tells its story through innocuous objects that open up a particular historical bit of the firm.

GIC _Singapore

The firm complemented the ‘Bold’ stories with striking visuals, and for instance, in one collateral, a chair symbolizes how GIC started out from the humblest of beginning with its first managing director starting his tenure with an empty office and a borrowed chair. In another, a pen cues the pioneering vision of GIC’s founding leader Dr. Goh Keng Swee in rewriting how Singapore managed its reserves. 

Audiences’ interest are piqued through questions like, “How did the first-ever S$1 mark the beginning of Singapore’s journey towards financial independence?” and is drawn to a microsite – madeofbold.sg – that enlights with the detailed story behind the symbol.

In addition, each story is presented with an empowering message that is representative of the firm’s particular milestones such as “Bold writes its own stories” and “Bold stands its ground.”

Mah Lay Choon, GIC’s senior vice president of communications, said, “The role of the reserves as a rainy day fund was demonstrated so clearly during this Covid-19 pandemic. As part of GIC’s commemorative year, we wanted to create awareness of the little-known, historical episodes that shaped GIC’s pre-history, where Singapore’s founding leaders safeguarded Singapore’s reserves.”

“Through these stories, more will understand how GIC came to be, born of Dr. Goh Keng Swee’s bold vision, and how that spirit continues to drive GIC to secure Singapore’s financial future,” adds Mah Lay Choon. 

Johnny Tan, 72andSunny’s executive creative director, commented, “As we explored GIC’s history, we were surprised by the innovativeness, boldness and sheer conviction that made GIC what it is today. This is a story more Singaporeans deserve to know. And there’s more coming up.”

The integrated campaign has been launched across OOH, social and digital touchpoints like Spotify and TikTok.

72andSunny has been snaring remits from top local entities in the country such as Singapore University of Technology and Design and Buy-Now-Pay-Later brand Atome.

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Platforms Featured Southeast Asia

Carousell wants to remind that ‘Everybody wins’ on platform with new ads

Singapore – In a bid to position itself as a peer-to-peer platform where every user ‘wins’ off their purchase, classifieds platform Carousell has released a new campaign made of multiple ads, to be shown across Singapore and the Philippines, and is made by creative agency 72andSunny Singapore, which they recently appointed as creative partner recently.

The new works runs across digital and social touchpoints, featuring separately diverse and incredibly human scenarios where Carousell’s community and its products and services come into play. From plumbing emergencies at three in the morning that require home services to growing families bursting out of their apartments looking for properties, the multi-ad campaign cements Carousell as a true multi-vertical offering. 

The new campaign speaks volumes of the continuation of the work between Carousell and 72andSunny Singapore, showing how Carousell has ‘every kinda thing for every kinda person’ so ‘everyone wins’.

Speaking about the campaign, Cassandra Leong, brand lead at Carousell, commented that the work really brought Carousell user pain points to life in a ‘relatable and human way in such a snappy format’.

“It was great to reunite with 72andSunny as a partner at this important stage of our business growth, where we’re continuing to leverage our strength in general goods such as fashion and electronics, but also want to highlight just how comprehensive our offerings are across the board with home services, autos and property,” said Leong.

Meanwhile, Daniel Ko, creative director at 72andSunny Singapore, commented, “Every brief from Carousell reminds us that the work is always a pleasure when there’s partnership between client, agency, production and media. I hope these short (but sweet) spots are a testament to that.”

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Marketing Featured ANZ

In new strand of its ‘Proudly Ordinary’ campaign, beer brand TED gives comedian Gocsy a factory tour

Australia – Beer brand Tooheys Extra Dry (TED) in Australia has recently released a new installment of its ongoing campaign platform ‘Proudly Ordinary’, done in collaboration with advertising agency 72andSunny.

TED is a dry style lager brewed by alcoholic beverage company Lion in the Tooheys Brewery in New South Wales, Australia. It is well known for its clean, refreshing taste much loved by Aussies and is also called ‘the country’s ordinary, everyday beer’.

The new five-minute quirky film features Gocsy, an Australian comedian who creates content for television channel Vice and his own broadcast channels, taking a guided tour with brand employee Daniel in TED’s factory. In the film, Gocsy seeks to find the real meaning of the brand’s market reputation as an ordinary, everyday beer. 

The previously released videos under the ‘Proudly Ordinary’ campaign worked with The Inspired Unemployed, Mike Nolan from The Big Lez Show, and The Betoota Advocate.

Through the series of films, TED is taking the initiative to remind Australians of what makes the beer different from the others. The ad with Gocsy, which depicts the claim ‘ordinary is not boring’, adds to the fun spin on the claims of the previous films which say ‘not that bad’, ‘it ya know, does the job’, and ‘at the end of the day, you can’t say no’. 

The newest installment is available on Vice’s Facebook page. The ‘Proudly Ordinary’ campaign also includes digital videos and OOH, taken from real customer reviews of the beer across the Tooheys Extra Dry social channels.

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Marketing Featured Southeast Asia

Diageo taps 72andSunny for Johnnie Walker campaign in SG

Singapore – Beverage company Diageo has sought the services of creative agency 72andSunny Singapore to aid in its marketing campaign for the popular whiskey brand Johnnie Walker in Singapore.

Through the campaign, Johnnie Walker’s classic bottle and iconography will be prominent and applied in a fresh new visual language with provocative headlines that challenge Singaporeans to never stop going places. 

This comes after 72andSunny SG recently won in a cross-agency pitch, clinching the contract to work with Diageo, as the brand owner of Johnnie Walker. 72andSunny’s remit includes helping steer Johnnie Walker’s brand campaigns and key moments in culture for several markets across the region.

Ida Siow, president at 72andSunny, said, “We could not be happier to toast this partnership. Johnnie Walker is a big bold whisky and we have a team with fire in our bellies who share their bold brand ambition moving forward.” 

Meanwhile, Daniel Ko, creative director at 72andSunny commented, “With pun fully intended, we’re thirsting for what’s to come. We had our first sip, and I can’t wait for more.” 

72andSunny SG has recently clinched multiple account wins this year, including being the global brand partner of smartphone brand OPPO, and renewing their contract with online selling platform Carousell.

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Marketing Featured Southeast Asia

Classifieds platform Carousell appoints 72andSunny SG as this year’s creative partner

Singapore – Carousell, a global listing platform for second-hand consumer goods, has appointed the Singapore arm of advertising agency 72andSunny to be its creative partner for this year. 

The award was given without a pitch, as is a continuation of the partnership of the two companies since 2019.

Through their long partnership, 72andSunny SG created a regional campaign positioning Carousell as a unique peer-to-peer community where buyers and sellers don’t just transact but connect in multiple ways to open up more possibilities. The integrated campaign included hyper-contextual films, out of home, digital and social assets for key segments and need states. 

Furthermore, 72andSunny helped Carousell to spark an influencer ‘reboxing’ movement so second-hand products get a new lease of life, and most recently launched a conversion campaign for its automotive vertical in late 2020. 

“As we grow our brand and offerings, we need a strategic and creative ally who shares our ambition, understands our business, and is a genuine collaborator, so we get better together. 72andSunny has demonstrated that and we’re excited to reunite again,” said Cassandra Leong, brand lead at Carousell.

Meanwhile, Ida Siow, president at 72andSunny Singapore commented, “The only thing better than new partnerships is sustaining strong long-term relationships. We’re proud of the work we have done for Carousell, but perhaps even prouder that we are in this for the long-haul, to truly help Carousell win the future.” 

72andSunny SG’s account win follows its recent win as well as global brand partner of smartphone brand OPPO.

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Marketing Featured Global

OPPO appoints 72andSunny SG as global brand agency

Singapore – Following a competitive pitch with multiple agencies across Europe and Asia, the Singapore arm of advertising company 72andSunny has been appointed by smartphone brand OPPO to be its global brand agency of record.

Through the project win, 72andSunny will partner with OPPO as it continues to grow and help build the brand in key markets around the world. 

OPPO has been rampant in its global expansion since 2004, which has now reached a global footprint encompassing 40 countries and regions across five continents.

“We’re excited to do great things with OPPO. Nothing energizes us more than partnering with ambitious brands to take that ambition even further,” said Ida Siow, president of 72andSunny Singapore.

Meanwhile, Derek Sun, global senior brand director at OPPO, said, “72andSunny impressed us with their strategic clarity, deep insight into culture and modern non-traditional thinking.” 

With Asia-Pacific operations situated in Singapore and Sydney, 72andSunny has also worked with brands such as capital market company GIC, loyalty program NTUC Link, e-commerce platform Lazada, and sports channel beIN Sports, among others.

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Marketing Featured ANZ

Aussie telco Amaysim designates 72andSunny as creative agency

Australia – After a competitive pitch, Australian telecommunications company Amaysim has appointed marketing and design company 72andSunny as its creative partner. 

The ad agency who recently celebrated three years in Australia, will be charged with creative duties for the telco, with a campaign as its first project, set to be released later this year.

Chris Kay, 72andSunny’s CEO said “Amaysim is an incredibly nice, smart, and fun group of people and we’re excited to partner with them. They have huge growth ambition and we’re looking forward to working together to facilitate that over the next chapter.” 

Chief marketing officer of Amaysim, Renee Garner channels the same excitement. 

“We’re very excited about our partnership with 72andSunny. The team was very impressive during the pitch process and we’re looking forward to collaborating together to create impactful and exciting work,” said Garner.

In the past couple of months, the ad agency has also garnered creative appointments for a number of brands such as Kraft Heinz’s Golden Circle, and renewable energy operator Infigen Energy, where projects included crafting brand identity, and launching a brand platform.