Kuala Lumpur, Malaysia – Following a competitive pitch process, Mediabrands Content Studio (MBCS) has been appointed as the digital and social agency of record (AOR) for isotonic sports drink 100PLUS in Malaysia.

MBCS’ appointment will begin in October 2024. The agency will oversee full-service digital campaigns and provide ongoing social media management for 100PLUS, emphasising the brand’s mission to refresh and rehydrate active individuals.

Stanley Clement, chief executive officer of MBCS, said, “Working on this truly exciting brand within the isotonic drink market is a challenge we’re eager to tackle. We aim to transcend its sports association, making it a top-of-mind essential for everyday use! ” 

“MBCS has a deep breadth of experience within the content creator space and has a proven track record of bringing out-of-the-box entertainment to connect with new consumers. The team is thrilled to be a part of the brand’s vision to continue promoting a healthy and active lifestyle, innovate, and inspire, thereby reinforcing its position as the number one isotonic drink in the country,” he added. 

Meanwhile, Leong Wai Yin, marketing director of F&N Beverages Marketing, commented, “We awarded MBCS with this assignment as they demonstrated to us their deep understanding of social media behaviours within the beverage segment. They also demonstrate a keen content creator mindset that falls in line with the vision we have for our brand. We’re excited to begin collaborating with MBCS on upcoming campaigns that will bring excitement and new perspectives to our existing loyal consumers while also attracting new ones! ”

Singapore – Arena Media Singapore has been reappointed as the media agency of record for AIA Singapore following a competitive pitch. As media agency of record, Arena Media Singapore will lead AIA’s media planning and buying across traditional and digital channels.

The appointment is effective immediately as of this writing.

Arena Media Singapore’s reappointment by AIA Singapore reaffirms the insurer’s confidence in their ability to drive innovative, digital-first media solutions. Together, they have embarked on notable campaigns like the launch of AIA Health360, a comprehensive suite of solutions that covers the full gamut of wellness.

These includes addressing their financial, physical and mental wellness needs to empower Singaporeans in proactively managing their health and wellness needs, aligning with AIA Singapore’s brand promise to help people live ‘Healthier, Longer, Better Lives.’

Deanson Lee, head of digital at Havas Media Network, expressed his enthusiasm about the continued partnership, saying, “We are honoured to further our journey with AIA Singapore and continue driving innovation and excellence together. Leveraging our wealth of insights and digital acumen, we are committed to supporting AIA in making a positive impact and advancing holistic wellness. We eagerly anticipate the future and look forward to achieving more meaningful results together.”

Meanwhile, Allison Chew, head of PR, brand and marketing at AIA Singapore, underscores the significance of this collaboration, stating, “Arena Media has consistently demonstrated unwavering dedication and keen expertise in navigating the media and digital landscape. Their adeptness in shaping strategies that foster meaningful connections with our audience has been instrumental in delivering enriching experiences to our customers and community, who are at the heart of AIA Singapore’s business.”

Singapore – Multinational home furnishing retailer IKEA has named independent creative agency The Secret Little Agency as its new lead creative agency of record.

The agency’s remit includes all integrated campaigns, marketing strategy, product campaigns, digital and social communications development, and more.

This win is an expansion of IKEA’s growing relationship with The Secret Little Agency and Mother globally. It is worth noting that Mother London is also leading creative duties for IKEA United Kingdom and Ireland, and both agencies are under a joint venture to expand their services in Asia.

Prior to this appointment, TBWA\Singapore was taking the helm of IKEA Singapore’s creative duties.

Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency, said, “We are looking forward to stepping into a new era of inspired creativity together with IKEA. Like all creatives, we are restless to realise the creative opportunity that IKEA presents, but not without staying focused on being real strategic allies to IKEA here and wherever they need.”

Nigel Richardson, head of marketing at IKEA Southeast Asia, also shared, “After going through the competitive pitch and creative response process, The Secret Little Agency demonstrated strong strategic thinking, a solid knowledge of the IKEA brand, the IKEA tone of voice, and were a great values and culture fit. Their mindset of being a creative company that solves problems in surprising and entertaining ways sits very well with IKEA, a vision-driven home furnishing retailer.”

Singapore – Leading aluminum and glassworks firm Oculus Collective has appointed brand consultancy 8traordinary as agency of record to revitalise the company’s branding and strategy and enhance its market presence and customer engagement efforts. 

The year-long strategic partnership gives 8traordinary the responsibility to guide the overhaul and help recalibrate, streamline, and curate a new strategy to revitalise the brand. 

The agency will lend their expertise to oversee the rework of the firm’s brand identity, creative content planning, and social media strategy and management.

Oculus Collective is set to see a brand new identity this October. The brand is known for its exclusive Signature Glass Door Series, which has the thinnest profile in the industry. For 15 years, it has continued to present an abundance of customisable options, carefully crafted to meet the needs of their diverse customer base without compromising quality. 

Prior to the partnership with Oculus Collective, 8traordinary has collaborated with a diverse portfolio of brands in branding, digital creative content, and social strategy works. 

Benson Aw, founder of Oculus Collective, said, “We saw the magic that 8traordinary has worked into other brands, and we wanted that transformative experience. As Oculus Collective continues to create milestones and perfect our craftsmanship to the next level, we needed someone who could effectively communicate what we have to offer to our target audiences.”

Meanwhile, Jeffrey Lim, founder and managing director at 8traordinary, believed Oculus Collective’s strive for excellence and pride in their work very much aligned with that of his agency’s. 

“Every brand deserves a voice, and Oculus Collective has a distinct voice to be heard. The firm has been consistently perfecting their craft to offer their clients imagination and individuality in their pursuit of the perfect space, whether at home or at work. We look forward to partnering them in combining science with art to create new living experiences across the various channels.” 

Singapore – After a highly competitive pitch spanning 6 months, Star Alliance has appointed The Secret Little Agency as its global creative agency of record.

The Secret Little Agency’s remit includes global brand and marketing strategy and communications development including brand and product campaigns. TSLA is the first APAC-based agency to be appointed as global AOR for Star Alliance.

Founded in 1997, Star Alliance is the world’s first and largest airline alliance, with 26 member airlines including many of the world’s top aviation companies like Air China, Lufthansa, Singapore Airlines, Turkish Airlines, United Airlines, amongst others.

Sidharth Grover, director of communications and marketing at Star Alliance, said, “We’re happy to collaborate with the highly dynamic The Secret Little Agency, which captured our attention with their strategic and creative talent. This partnership marks a step forward reflecting our commitment to impactful brand building, and we eagerly look forward to the creative ventures that lie ahead.”

Meanwhile, Eunice Tan, group CEO at The Secret Little Agency, commented, “We are thrilled to be given this opportunity to take the Star Alliance brand to new heights, and incredibly humbled by the trust placed in us – it’s amazing when we meet clients that mirror our drive and determination to create great work. We’re confident of the excellence we will unlock together in this new creative partnership.”

Singapore – NCS, a provider of technology firm services, has appointed Dentsu Singapore as its brand agency of record. The appointment expands dentsu’s remit as NCS’s incumbent lead agency partner since 2021.

As the official brand agency of record for NCS in the Asia-Pacific region, Dentsu Singapore will make use of its B2B solutions and integrated marketing knowledge to innovate for NCS. Dentsu is charged with providing strategic advice and recommendations across all brand touchpoints, and this assistance will be essential in elevating NCS during its upcoming stage.

Speaking about the appointment, Prakash Kamdar, CEO of clients and solutions, SEA, and CEO of Dentsu Singapore and Indonesia, commented, “As a network that takes a people-centered approach to business transformation, we are delighted to be able to support NCS’s vision to harness technology to advance communities and shape society.” 

He added, “This is an enduring relationship that has sparked remarkable brand outcomes in the region, and we are confident of scaling the NCS brand to new heights as we embark on our expanded partnership with this appointment.”

Meanwhile, Abigail Crosby, managing director, Merkle B2B, CXM Group, dentsu Singapore, expressed, “We are deeply appreciative for the opportunity to continue our work with NCS, helping to evolve the brand in the region. The best brand experience can only be delivered when it is thought through every touchpoint of the client journey, agnostic of the platform and content format.” 

“Our dentsu team is able to provide and demonstrate this holistic expertise and consultancy and we are thrilled that this shone through and enabled us to renew the partnership with NCS,” Crosby said. 

India – Wunderman Thompson India has been appointed as the agency on record (AOR) for smartphone brand vivo in India. Wunderman Thompson was chosen to supervise Vivo’s product portfolio after a thorough review including multiple agencies. They will be in charge of three product lines: the V series, the Y series, and the Series T.

Wunderman Thompson will take responsibility in developing and executing integrated marketing campaigns and digital initiatives for the brand, with a focus on increasing product visibility, reinforcing positioning, and increasing consumer awareness in order to maintain product leadership.

Joy Chauhan, chief client officer at WT South Asia and managing partner at WT Delhi, said, “It’s a proud moment to partner with Vivo in a highly competitive category. At Wunderman Thompson, we inspire growth for ambitious brands, and we are excited about partnering with Vivo to provide business solutions and drive growth for the brand. With Vivo on an exciting growth trajectory, we are thrilled to be part of their growth journey and create stellar work on their new range of products.”

Meanwhile, Karun Arora, head of marketing communications at vivo India, said, “Consumer is at the heart of everything we do at Vivo. During the pitch, Wunderman Thompson team presented a consumer centric integrated approach that resonated with us. We are excited to welcome them as our AOR on product series, I am confident the team will support us in developing engaging communication that supports our overall vision and appeals to consumers at large.”

Australia – Home appliance brand Bosch has appointed Mediahub as its new media agency of record for Australia and New Zealand, with strategic planning across both markets commencing immediately with the first campaigns expected in the market by mid-year.

Through the mandate, Mediahub will be responsible for all media strategy and buying across all platforms for Bosch’s entire appliance portfolio, including kitchen, dishwasher, and laundry appliances.

Mediahub’s Executive Director for APAC, Andrew Livingston, said Bosch was ‘drawn to the agency’s highly strategic approach to brand growth, combined with its global-scale tools and technology.

“In our solutions we always look to push further, perform better, delivering media experiences that influence behaviours and create an emotional connection with customers. Bosch aims to continue its journey of digital transformation and was seeking an agency to help leverage all digital platforms in more innovative and intelligent ways, which is exactly the proposition we offer here at Mediahub,” he said.

Livingston added, “Bosch and the BSH family of brands is a highly respected global company and we are excited to be partnering with them on the next phase of their marketing journey.”

Meanwhile, Roberto Finamore, head of marketing at parent company BSH Hausgeräte GmbH, commented, “We were wholly impressed with the team’s strategic thinking, collaboration, and approach to our brief plus the agency’s extensive experience in running multi-market campaigns in APAC and specialised expertise in New Zealand. We are looking forward to working together and watching how their expertise translates through their media systems and processes to take our business forward.”

Hong Kong After a regional review involving eight network agencies, it’s Havas Media that ultimately snared the account of international financial services firm, Sun Life. Havas Media will now be officially the company’s agency of record (AOR) for its markets in Asia namely, Hong Kong, Philippines, Vietnam, Indonesia, Singapore, and Malaysia. 

The agency’s remit includes providing regional strategic leadership, coordination and reporting, with full-funnel local advertising and SEO services. 

The partnership with Sun Life will be led by the Havas Regional Hub in Hong Kong and be supported by its local Havas offices. The media agency will also be partnering with advertising agency Invictus Blue and digital marketing agency First Page SEO in fulfilling its AOR role.

David Broom, chief client experience and marketing officer of Sun Life, commented that through its long-time provision of services to clients in Asia, it has become a trusted brand in the region.

He added, “As we continue to grow and as digitalisation and media consumption trends rapidly evolve, we required a partner that could help us both now and into the future. We are very pleased to partner with Havas Media and look forward to working together.”

Meanwhile, Andrew Cawte, managing director of Havas Media in Hong Kong, said that with the aim of winning the confidence of the Sun Life team, they have taken the time to understand its integrity and community values.

Cawte added, “Having such a long history in Asia, their credibility and customer understanding are unparalleled. We are really looking forward to helping them unlock their enormous potential, over the coming years.”

India – One of India’s leading e-commerce marketplaces Flipkart has awarded its digital agency of record (AOR) mandate to digital marketing agency 22feet Tribal Worldwide. The remit will include managing Flipkart’s digital campaigns and strategy.

Under the partnership, 22feet Tribal will be helping the brand drive business growth through creativity. The agency will also be focusing on strengthening Flipkart’s fashion, Beauty, General Merchandise and Home (BGMH), and mobile phone categories.

Moreover, the agency will be focusing on strengthening Flipkart’s relationship with its strong customer base of more than 250 million shoppers.

Speaking about the win, Preetham Venkky, president of 22feet Tribal Worldwide and chief digital officer of DDB Mudra Group, said, “With this digital AOR mandate, we are thrilled to be partnering with Flipkart. Our commitment to creatively enabling Flipkart’s next stage of growth with an increased focus on strengthening their commercial spectrum is hugely exciting.”

He also added that the partnership will see 22feet Tribal providing ‘clutter-breaking’ solutions to help Flipkart overcome challenges in the online marketplace.

22feet Tribal Worldwide has also previously acquired the digital mandate of Indian logistics marketplace Porter.