Agency News Archives - MARKETECH APAC

Kuala Lumpur, Malaysia – Public relations and integrated communications agency Citrine has announced the return of its founder, Ivlynn Yap Cheng Theng, to take on the role of group executive chairman, ushering in a new era of innovation and growth.

The strategic appointment marks a new chapter for the agency, fueled by Ivlynn’s visionary leadership and a shared commitment to propelling Citrine to greater heights. Her return to Citrine signifies a renewed focus on fostering a culture of commitment, collaboration, and continuous improvement.

Ivylynn brings with her over 30 years of experience as a seasoned industry professional. She is renowned for her sharp strategic thinking, practical approach, and unwavering commitment to client success.

Her extensive experience and proven track record within the communications industry will be instrumental in shaping the agency’s future trajectory by offering a broader scope of integrated communication services while cementing the agency’s renowned expertise in crisis communication and reputation management.

The agency acknowledges the importance of effective environmental, social, and governance (ESG) communication strategies. Under Ivlynn’s leadership, Citrine is committed to providing communication support and advisory services to companies as they navigate and promote their ESG initiatives, leveraging Ivlynn’s crisis communication expertise and governance experience.

Prior to her homecoming, Ivylynn served as the head of the corporate communication department at Perbadanan Insurans Deposit Malaysia (PIDM) from April 2021 to March 2024.

Her 3-year tenure at PIDM instilled in her a deep understanding and appreciation of compliance, risk assessment, and good corporate governance principles and practices. Combining this with her ongoing pursuit of a Master of Science in Economic Crime Management at HELP University positions her well to support clients with their ESG communication strategies.

“We observe that ESG standards and regulations are increasingly becoming a permanent fixture in how organisations run and operate their businesses. In most cases, companies are noted to lack robust strategic communications plans and crisis preparedness strategies that align with their ESG practices. At Citrine, we offer tailored communication and advisory services to empower companies to uphold transparency and cultivate authentic sustainability practices. Our goal is to ensure that companies effectively navigate the complexities of ESG while fostering genuine connections with their stakeholders,” Ivylynn explained.

On empowering talent and igniting innovation, Ivylynn emphasised the significance of collaboration in achieving Citrine’s ambitious goals. She envisions fostering a dynamic environment where diverse perspectives are valued and creative ideas are nurtured.

As she takes on the leadership role in the agency, Citrine will actively invest in its team’s professional development, ensuring they possess the skills and knowledge to navigate the complexities of the modern communications landscape.

Citrine has carved a prominent niche in the communication landscape, and its extensive network of affiliate agencies, strategically positioned across seven locations—Singapore, Indonesia, the Philippines, Australia, Thailand, India, and the UAE—enables it to provide comprehensive communication solutions on a global scale.

Commenting on her appointment, Ivylynn said, “I’m incredibly honoured to rejoin Citrine at this pivotal moment. The agency has a remarkable foundation built on a commitment to providing practical solutions and meeting client expectations. I’m energised to collaborate with our talented team to propel Citrine to even greater heights. Together, we will leverage the power of strategic communication to empower our clients to thrive in an ever-evolving communications landscape.”

She added, “Citrine has always embraced a global mindset. Our network of affiliate agencies allows us to offer our clients a truly international perspective. Looking ahead, we plan to strategically expand our network, reaching new markets and forging stronger partnerships across the globe.”

Singapore – Sentosa Development Corporation (SDC) has retained GOVT Singapore as its creative and digital agency partner following a pitch process managed by R3. Under the new appointment, WE Red Bridge will also be working with GOVT Singapore as a social and communications consultant covering the China market.

Under the appointment, GOVT Singapore will be tasked to bring to the brand a strong digital first approach, covering functions such as providing strategic counsel and advice on brand strategy, creative and digital strategy. This includes China in its scope of work.

The appointment will be valid for a period of two years with the option to extend for another three years. GOVT Singapore has been its creative agency since 2021.

The agency also has to be able to plan execution, manage client servicing, provide market intelligence, and other value-added services such as new opportunities evaluation, strategic partnerships and tie-ups with non or existing agency clients.

Over the past years, GOVT Singapore has developed campaigns for the brand as it continues to upgrade its attractions and offerings. This includes the metaverse-driven SentosaLand, the launch of its 50th anniversary celebrations, revamping SDC’s membership programme Sentosa Islander and most recently, a campaign that launched the island’s latest attraction, Sentosa Sensoryscape.

Alvina Seah, group managing director of GOVT Singapore said, “We’ve spent almost three years working with SDC hand-in-hand, in a pursuit to build a world-class brand and destination. This win affirms that we’re on the right track, but we’re also hungry to do even more for the brand, building on the momentum of Sentosa’s brand promise ‘where discovery never ends’.”

Kuala Lumpur, Malaysia – PHD Malaysia announced it will also handle the Singapore market for Vinda Malaysia business as part of its expanded remit starting Q1 2024.

In this extended partnership, PHD now manages the media duties across all Vinda brands, including Libresse, Drypers, Tena, and Vinda tissues, and on-site optimization on Lazada and Shopee in Singapore.

The remit expansion comes after PHD Malaysia has demonstrated high involvement and passion for the Vinda business and brand, making the client happy and satisfied with the work.

The agency’s first project with Vinda in Malaysia last year was a success after Libresse became the first feminine care brand to advertise on DOOH in the country. The agency also collaborated with Malaysian TikTok content creator Khairul Amin Kamarulzaman (@khairulaming) to increase Vinda’s market penetration of its tissue category.

Together with PHD Malaysia, Vinda demonstrated the quality of Vinda Deluxe’s dry and wet kitchen towels and justified the price difference using TikTok. The social media app presented a perfect opportunity as it was a platform Malays sought entertainment from, discovered brands, and were influenced to make purchases. The collaboration soon drove 6.3% brand growth in the fourth quarter of 2023 compared to previous quarters.

David Soo, managing director at PHD Malaysia, said, “We are incredibly proud about the extension of our partnership with Vinda, a valued client who has been instrumental in our journey. This continued collaboration is a true testament to the effectiveness of our strategy, built on innovative solutions and a bold ambition to succeed. Their trust in our team further fuels our motivation to deliver exceptional results and push the boundaries of what is possible. Together, we are excited to embark on the next chapter of this rewarding partnership.”

Also commenting on the expanded remit, Ian Ong, marketing innovation director of Southeast Asia at Vinda Malaysia Sdn Bhd, said, “PHD Malaysia understands our business and works well with our team. Most importantly, the agency is not an ‘order taker’ but a good challenging partner in addressing our brand’s challenges. A strong team backed by the right tools and global support is the main reason why we extended our Singapore business to PHD.”

Australia – BMF has announced the appointment of Simone Takasaki in the newly created role of head of creative services and integrated production.

Takasaki is formerly with Google APAC as the head of production and brand studio, spending three-and-a-half years leading its production offering for its brand studio and nine years at Wieden+Kennedy Portland and Tokyo as a production and operation lead at the creative agency.

In her newly created role, Takasaki will work across BMF and its portfolio of clients to drive efficiency and effectiveness throughout the production process and help the business continue to deliver world-class work.

Additionally, she will also help bolster the creative agency’s innovation offering, alongside Google APAC’s former head of creative and now BMF’s chief innovation officer, Tara McKenty.

Stephen McArdle, CEO of BMF, shared, “Simone is somewhat of a production unicorn. She has progressive tech and digital production skills as well as extensive experience leading production at a world-class creative agency. Simone’s skillset, ambition, and credibility make her the perfect person to enhance the holistic agency process and further drive our innovation offering alongside our chief innovation officer, Tara McKenty.”

Speaking on her appointment, Takasaki also said, “BMF has an incredibly strong reputation for its creativity, culture, and craft. After four years working in big tech, I couldn’t be more excited to be joining an agency with such a strong reputation in not just its creativity but its effectiveness.”

India – Digitas India, the connected marketing agency within the Publicis Groupe, has announced it has won the digital creative mandate of multinational food company and global olive oil producer Deoleo India.

Digitas India’s remit includes handling all digital creative and social media responsibilities for Deoleo’s marquee products, including its esteemed brands such as Figaro Olive Oil, Bertolli Olive Oil, and Figaro Baby range.

The agency is entrusted with the job of transforming these classic brands through cutting-edge digital narratives and enhanced consumer engagement. Additionally, Digitas India will assist brands in exploring new markets, strengthening relationships with current customers, and raising awareness about the consumption of olive oil.

Deoleo also sees this partnership as a key step in its shift to digital operations.

This marks the launch of a range of creative campaigns aimed at highlighting the unique qualities of Deoleo’s products while also captivating a broader audience through creative and interactive social media marketing initiatives.

Sonia Khurana, chief operating officer at Digitas India, said, “We are excited about our partnership with Deoleo. Building a brand on social media takes a deep understanding of the platforms, how the audiences interact with the content on these platforms, and an appreciation of the brand and category. We hope to bring the best of all these to make Figaro and Bertolli a success on social media.”

Speaking on the partnership, Satarupa Majumdar, marketing director for India and the Middle East at Deoleo, also shared, “Collaborating with Digitas India represents a significant step in our strategy to connect more deeply with our consumers leveraging social media. Their creative ideas align entirely with our brand ethos, and we are confident that this partnership will help us tell our story in more convincing and significant ways to our audience.”

Sydney, Australia – Performance media and marketing agency Jaywing has been appointed by Crocs to manage its paid search and paid social across Australia and Singapore markets.

Jaywing’s mandate includes driving sales and new customers for Crocs and delivering enhanced return on marketing spend.

The Crocs brand includes Crocs and HEYDUDE which are sold in more than 85 countries through wholesale and direct-to-consumer channels.

Jaywing bagged Crocs’ account following a pitch. The Crocs is the agency’s latest major win, following its appointment by Future Super for paid media strategy and execution and The a2 Milk Company to lead SEO and amplify digital content and PR across its suite of platforms.

The agency is also working on several major clients, including Myer, New Balance, Cashrewards, Athena Home Loans, Employment Hero, New Balance, Noble Oak, Royal Doulton, Waterford Crystal, and Lyres.

Raimundo Campbell, commercial director of Jaywing, said, “Crocs is an iconic brand with a global reach, and we are honoured to have been chosen as their strategic partner for these key markets. We are committed to delivering exceptional results, providing strategic recommendations, and driving the continued success of Crocs in Australia and Singapore.”

Jakarta, Indonesia – M&C Saatchi Indonesia, which has been set up previously as a joint venture by M&C Saatchi as well as with Anish Daryani, Dami Sidharta and Elki Hendria; has been officially acquired by Daryani after buying 55% of the local entity’s business equity for an undisclosed amount. With this, M&C Saatchi Indonesia is set to exit the group company and reorganise as an independent entity.

Cofounding partners Dami Sidharta, chief creative officer, and Elki Hendria, executive strategy and digital director, will continue to remain shareholders in the business, and an integral part of the leadership team.

Following the exit, Daryani stated that M&C Saatchi Indonesia will be rebranded to a new entity in January 2024. There will be complete continuity of business with all clients, talent, partners and vendors under the new entity. Moreover, the new entity will operate the business from the same premises in Menara Sentraya, Jakarta Selatan, Indonesia.

It is worth mentioning that as the Indonesia creative, digital, PR and activation business goes independent, M&C Saatchi Performance, however, will continue to operate in Indonesia under a separate legal entity.

“It has been a mutually rewarding partnership over the last 6 years. During this time, there was a symbiotic relationship between the Indonesia entity and the Group. Indonesia contributed wholeheartedly to the Group’s ambitions with respect to driving growth, profits and recognition for the M&C Saatchi brand. However, with the local management’s ambitions of taking the Indonesia business independent, a joint decision was reached to sell the Group’s interest in the business to Anish Daryani,” the partners have stated in a joint statement.

Meanwhile, Daryani commented, “M&C Saatchi is one of the strongest brands in the business, and it has been my life’s honour to serve the group over the last 6 years. We started M&C Saatchi Indonesia with just the three of us (with Dami and Elki), and have grown to a team of hundred. We’ve earned many Agency of the Year titles over the years, among other awards including our first Cannes Lion, attracted the best talent, and built a formidable business. Here, I have learnt immensely, and forged strong bonds with friends I made the world over from across the network.”

He added, “However, as a creative entrepreneur, some of my ambitions can only be met as an independent entity, which regretfully involves my exit from the group. I’m grateful for all the good times we have shared together, and for Zillah’s keenness to agree to a deal that helps me race towards meeting my ambitions. For M&C Saatchi Group, I will continue to be a reliable friend. As we take our second first step, we wish to continue serving our clients with the same level of passion and integrity, and setting higher benchmarks in the industry.”

Zillah Bing-Thorne, CEO of M&C Saatchi Group and chair of M&C Saatchi Plc., said, “We have enjoyed our relationship with Anish and wish him & colleagues all the very best for their new venture.”

Singapore – Independent public relations and communications firm Blue Totem Communications has announced the promotion of Clement Foo to senior account director and Jolyn Mo to account director as it works to expand its client base and offerings.

Foo brings with him an expanded portfolio of experience having worked with Blue Totem since 2017, where he managed and led clients such as Yahoo, SMART, Jebsen & Jessen, and MIT’s research enterprise in Singapore. He also played an integral role in charting the agency’s expansion into B2B marketing, content marketing, video production, and website development.

Meanwhile, Mo served as the Blue Totem’s consumer client head, working with brands such as 7-Eleven, General Assembly, True Group, and Eu Yan Sang International. She is also deeply involved in growing the agency’s influencer marketing and engagement capabilities and delivering campaign-winning initiatives.

Foo and Mo’s promotions follow the elevation of Gavin Choo to the consultant role and Mahima Gupta and Glenn Tan as associate consultants earlier this year. The agency also welcomed new account executives, Eileen Kang, Mariam De La Zilwa, and Sheila Lim, all of whom bring with them experiences relevant to the job.

As the agency solidifies its leadership ranks, it ensures that its teams and individuals’ success is celebrated and recognised through a bi-annual review cycle. With this, Blue Totem can provide the necessary opportunities for their employees to be innovative and grow.

Andrew Wong, managing director at Blue Totem, said, “Clement and Jolyn have demonstrated clear leadership qualities essential in delivering award-winning campaigns and shaping our unique agency culture, growth, and success. Our culture is our winning strength and is the foundation upon which our success is built. Clement and Jolyn both live the Blue Totem values and have created an inclusive, supportive, and high-performance environment for the team.”

Singapore – PUMA Southeast Asia has tapped GOVT as its creative and activation agency to bring its bring PUMA NITRO™ Technology to runners at the Standard Chartered Singapore Marathon 2023.

Through the mandate, GOVT will provide end-to-end brand, creative and activation solutions for PUMA to deliver a consumer experience to engage with the estimated 50,000 runners who will show up between 30 November to 2 December 2023 to collect their race packs.

Eleanor Wang, head of marketing at PUMA Southeast Asia, said, “Running has always been at the heart of PUMA’s brand ethos of being forever faster, and PUMA NITRO ™ Technology is the exemplification of our brand’s commitment to innovate a product that makes running even more effortless.”

She added, “And for our second year as the Official Apparel and Footwear Sponsor at the Standard Chartered Singapore Marathon, we are happy to be able to partner with one of Singapore’s leading independent agencies to bring this value to the running community.”

Meanwhile, Alvina Seah, managing director at GOVT, commented, “This collaboration is meaningful because we are working with a brand that wants to make an impact to the category, set on an iconic running platform like the Standard Chartered Singapore Marathon. So we are certainly looking forward to the work we will be creating together.”

Sydney, Australia – The Works, a creative agency part of Capgemini, has announced its partnership with Australia’s iconic theme park Dreamworld to shape creative direction for the brand and its marketing strategies.

The partnership aims to help rejuvenate Dreamworld’s brand by delivering fresh, engaging content that resonates with both new and returning visitors via the creative agency.

The Works will bring their expertise and proven track record in reimaging some of Australia’s well-known brands to Dreamworld.

Located on the Gold Coast, Dreamworld has long been a beloved destination for families and thrill-seekers alike, offering a diverse range of attractions, shows, and experiences.

The creative agency’s appointment comes as Dreamworld looks to evolve and innovate. The partnership marks a significant milestone in the park’s ongoing commitment to deliver a world-class experience to locals and visitors alike.

Damian Pincus, founder and creative partner at The Works, said, “Dreamworld is an iconic Australian theme park and has a unique offering in the market place. Dreamworld has lost its rightful place as Australia’s number one park, and we plan to help them get back there.”

He added, “Dreamworld continues to invest in their offering and is constantly focused on bringing new rides and experiences to the market.”

Also speaking on the partnership, Karla Judge, sales, marketing, and digital director at Dreamworld, said, “Having celebrated over 40 years of making memories for our guests and with so much fantastic investment coming to Dreamworld by the end of 2024, we’re excited to see what The Works will create for our brand as we launch it into the next 40 years and beyond.”