Tag: Ad agency

Singapore – Despite diversity, equity and inclusion (DE&I) being prominent across media and marketing, about 40% of ad agencies based in the Southeast Asia region admit to never checking client specification on DE&I before creating creative work for them, insights from independent global marketing consultancy R3 note.

According to the consultancy’s latest report spanning 300 video advertisements broadcast in the region, there are lapses in regards to gender representation in these advertisements. About 33% of the sample ads have shown negative stereotypes on body image, 38% have portrayed negative stereotypes of gender characteristics, and 44% have portrayed negative stereotypes of gender roles.

For Shufen Goh, co-founder and principal at R3, there should be a greater need for more people from diverse backgrounds in control of storytelling and production or we risk telling stories that are one-dimensional, adding that with 60% of agencies reported not having a formal process to ensure that diversity is addressed in client advertising is already considered a ‘red flag’.

“Marketers can play a positive role and encourage greater change in the narratives being developed by requiring diversity among creative directors and producers and demanding more inclusive organizational design,” Goh stated.

Despite the negative connotations, there are still brands who have persisted in creating campaigns that respect gender representation.

Based on the review, Kotex, Avon, Colgate, Apple, and Nike were five brands with the best gender representation in advertising in Southeast Asia. All brands scored positively in areas of avoiding objectification, positive body image portrayals, and positive portrayal of gender roles and characteristics. The best performing advertising addressed female empowerment, body positivity, ethnic and economic diversity, and sexual orientation.

In addition, female empowerment has been the focus of diversity initiatives across agencies in the region, though most activities reported were limited to educational and culture building exercises.

“If we look at progress through a regional lens, change is being made. There is greater representation across gender and ethnicity in the workforce, and more equality in agency leadership positions. Now it’s time for marketers and agencies to come together and shift the topic of diversity from one of corporate culture and optional participation to tangible process and policy,” Goh concluded.

Sydney, Australia – The Garvan Institute of Medical Research has teamed up with advertising agency BWM dentsu to launch a new campaign highlighting the importance of genomics research and raising awareness and funding for the institute’s ongoing research and development.

The campaign, titled ‘Diseases Dilemma’, puts Australians in a conflicting position of trying to choose who to donate to: a young mother with pancreatic cancer or a retired musician with Parkinson’s disease, as well as the choice between a teacher with a kidney condition or the student with immune disease.

The campaign was launched to give Australians a wide awareness that thousands of disease-related charities in Australia exist, yet unless one has a personal connection to a specific cause, donation causes fall into deaf ears.

Furthermore, this campaign’s ‘impossible choices’ are brought to life as portrait pairings of real people living with different diseases, each execution posing its own unique dilemma that challenges people to think, interact and ultimately donate to Garvan Institute’s ongoing genomics research, which is directed by its microsite bearing the same name of the campaign.

“We are incredibly grateful to our 12 heroes, the men and women living with disease, who shared their personal stories in such a raw and powerful way. We know the power of medical research to change lives – we see it. It’s a privilege for the Garvan Institute to be able to share these stories and really articulate the hope that medical research can provide,” said Mara-Jean Tilley, director at the Garvan Research Foundation.

For Oskar Westerdal and Jon Foye, creative directors at BWM dentsu, the campaign highlighted the personal conflict on how impossible it is to support one cause over the other.

“Bringing these stories to life has been emotional, humbling and incredibly inspiring, and we are so grateful for the support of our director-photographer Simon Harsent, the Pool Collective and all our production partners who’ve made it all happen,” both stated.

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A sample of the “Diseases Dilemma” campaign through print media

With the launch of the ‘Diseases Dilemma’ campaign, many agencies sprung into action and helped in promoting the campaign through pro bono support. The campaign has since then seen support from creative agencies Fin, Rumble Studies and Bopper, as well as agencies from the dentsu network including Isobar, Haystac, dentsu Amplifi and Carat.

For Marcus Tesoriero, ECD at BWM dentsu, the variety of formats in the campaign rollouts is due to charity overload, which is a real challenge for the Australian public.

“In addition to screen exposure, the mass of media placements, that have been secured through dentsu media and our generous partners, have allowed us to physically impose disease dilemmas in busy public spaces, train stations and even sports stadiums – capturing people’s attention in a big way, showing how one donation gives to all.,” Tesoriero stated.

The ‘Diseases Dilemma’ campaign has been in full swing since March 8, and has been promoted across print media, TV, radio, digital, OOH, cinema and takeovers in train stations and a sports stadium. 

Kuala Lumpur, Malaysia – Former CEO of advertising agency Publicis Groupe in Malaysia, Kien Eng Tan, has been appointed by the Malaysian arm of global communications network dentsu as its CEO, effective February 8 this year.

Through his new role, Tan will be responsible for continuing the business’ transformation journey, driving integration across media, creative, and CXM service lines, building a strong culture with its people, and growth for its clients’ business. He will report to Ashish Bhasin, CEO of dentsu Asia Pacific.

“I am excited to be joining dentsu, with its strong heritage of innovation at such a pivotal time. The market has never been more dynamic with COVID-19 rewriting consumer behavior and therefore, expectations of the brands they engage with. Dentsu is excellently placed to capitalize on this pivot for its clients, and I am looking forward to working with the teams to develop and grow these opportunities,” Tan commented. 

Prior to joining dentsu, he also served as CEO to advertising agency Leo Burnett in Malaysia, accumulating more than 30 years experience in advertising and communications, and 15 years of senior leadership roles in the advertising industry.

“I am delighted to have Kien take over at such an important time. Over the years he has built a formidable reputation creating visionary work and growth for brands, as well as strong and united teams and I am looking forward to seeing him take Malaysia into its next era of growth. Nicky has been CEO at dentsu Malaysia for almost six years; I’d like to thank him for his leadership and wish him success with his future endeavors,” said Bhasin. 

Tan’s predecessor Nicky Lim is said to move on from his role to pursue other interests.

Sydney, Australia – Japanese candy brand Hi-Chew is extending its ad campaign across Australia and New Zealand, adding to the growing social media campaign of Hi-Chew across Facebook and Instagram since October.

The ad titled ‘Hi-Chew Fruit Wrestlers’ is an animated commercial that depicts two friends battling against each other in a video game, who get transformed into a green apple and a strawberry. Other variants of the commercial are also available, with fruits corresponding to other available Hi-Chew Flavors.

“Young people are the heart of our market, and these media are best for reaching them. The digital campaign we launched in recent months has achieved success beyond my dreams, with over 500,000 video views.  The addition of TV will only increase that impact,” said Terry Kawabe, managing director of Morinaga Asia Pacific, the distributor of Hi-Chew.

The ad campaign for the ANZ market will also build a new theme called “Fortune Flavours the Bold,” which will also feature whimsical new ads that ask the question, “What’s your flavour?”

“The use of humor will increase viewing and sharing, and funny videos are far more likely to be viewed multiple times. We’ll further engage our audience with a challenge – asking them to nominate their favorite flavor,” said Cec Parnell, creative director of Australia-based ad agency Sponge.

In Australia, Hi-Chew is sold at selected supermarket chain Coles stores nationwide. In New Zealand, the fruit chews are sold at various retailers nationwide, including Pak ‘n Save and New World.

“Hi-Chew is Japan’s #1 selling soft candy for a reason. As we continue to expand our product line, and Hi-Chew continues to invest in marketing, sales will continue to grow,” said Anthony King, managing director of Australian distributor Grocery Corporation.

The brand shared the campaign will also promote the Hi-Chew website, so consumers can easily find nearby retail outlets. Meanwhile, the campaign will also see the promotion of  Coles Supermarkets. 

Australia – Australian-based independent creative agency, Special Group has appointed Abigail Dawson to the newly created role of brand director. 

In her new role, Abigail will be responsible for steering the Special Group narrative, overseeing the agency’s business development and PR strategy and management. 

Prior to joining the agency, Dawson spent the last four years as a journalist at the marketing publication Mumbrella, where she held positions including senior content journalist, senior reporter, and advertising and comms reporter. 

Abigail will report to CEO Lindsey Evans. Evans said, “Despite the rollercoaster challenges of COVID -19, we are incredibly fortunate to be in a position to invest in our own brand’s development. We are thrilled to welcome Abigail to the Special Group family. She brings deep industry knowledge and fierce passion and we can’t wait to see that manifest at Special Group.” 

Meanwhile, Dawson shared that the move was part of her plan to fully live out her passion.

“I am incredibly grateful to the team at Mumbrella. The growth and development I have made over the last four years will stay with me forever, but now feels like the right time to follow my passion for advertising and explore new opportunities,” said Dawson.

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.