Marketing Featured East Asia

Hakuhodo launches specialised integrated media business organisation in Taiwan

Tokyo, Japan – Integrated marketing and innovation company Hakuhodo has announced the launch of ‘Hakuhodo International Media Taiwan’ (HIMT), a specialised integrated media business organisation that will mobilise the media solution functions of the Taiwan Hakuhodo Group and the Growww Group.

The launch comes in line after Hakuhodo acquired a majority stake in the Growww Group in 2020, making it a consolidated subsidiary.

The newly launched HIMT, led by chairman Vince Cheng, will bring together the media functions of full-service media agencies with an established track record of excellent client relationships in the market including Hakuhodo Zeta of the Taiwan Hakuhodo Group and 2008 Media of the Growww Group, as well as the media functions of Hakuhodo DY Group digital marketing agencies DAC Taiwan, MESh+, and Unisurf. 

As the newest media organisation in Taiwan, HIMT will offer media-driven solutions for the diverse challenges clients face today, including media planning, media buying, digital marketing, data solutions and marketing technology solutions.

HIMT is also planning to leverage data and new marketing tools that fuse media and technology together in integrated media solution offerings, from systematic and scientific media planning to cross-media integrated solutions, such as TV and digital. 

Hakuhodo has been ramping up its expansion in APAC, with the most recent business move acquiring Malaysian digital creative agency Kingdom Digital.

In an exclusive interview with Shuntaro Ito, senior corporate officer at Hakuhodo and president and CEO at Hakuhodo International, for MARKETECH APAC’s The Inner State, he said that bringing in companies that are passionate about growing together as a group is strategically very important, and this is why they are pursuing the acquisitions of companies that shine across the different markets which share the agency’s partnership philosophy.

“During the acquisition process, we apply our sustainable management thinking and place importance on maintaining sustainable corporate management in a continuous manner. In going forward, based on this thinking, we would like to further expand our network,” Ito said.

Marketing Featured Southeast Asia

ONE Championship appoints Talisman as agency partner

Singapore – Asia’s sports media property ONE Championship has announced Talisman as its agency partner for partnership acquisition and development efforts across several key categories.

Through the partnership, Talisman will work across the portfolio of ONE Championship products, including live events, broadcast content, and ONE Esports, to identify new partnerships and revenue streams in priority commercial territories.

Talisman plans to drive new partnership opportunities in the United States, Middle East, and Oceania, while also opening doors across ONE’s traditional markets across Asia.

Dharpan Randhawa, president of Talisman, shared, “ONE Championship has achieved so much over the last 10 years and are now at a very exciting inflection point. I can only describe it as a slingshot, pulled back and ready for release.”

“We will work together with their outstanding commercial team to create meaningful partnerships that will drive value across every touchpoint. We are proud to be a part of their journey to becoming an international powerhouse,” Randhawa adds.

Meanwhile, Hari Vijayarajan, chief commercial officer of ONE Championship, commented, “I have had the pleasure of working with Dharpan and his incredible team around the world for the last six months on a series of innovative, multi-year deals. 

Vijayarajan added, “I believe that we have a huge opportunity to unlock the value for IP rights holders in the brand sponsorship ecosystem, helping Talisman’s clients build leadership and affinity with our massive audience of Gen Y and Gen Z.”

Marketing Featured ANZ

Tiger Brokers names Akcelo as agency partner for Tiger Trade ANZ

Sydney, Australia – NASDAQ-listed online broker Tiger Brokers has appointed brand experience and innovation company Akcelo to be its new agency partner, as it launches the proprietary one-stop global investing platform Tiger Trade in Australia and New Zealand (ANZ).

Tiger Trade provides access to global financial markets including Australia, the United States, and Asia, offering in-depth analysis and building a community of traders and investors through its social trading capabilities.

Cruz Li, Tiger Brokers’ head of marketing for Australia, shared that their mission is to enable Australians to take greater control of their investment opportunities by facilitating cost-effective trading using their technology platform. 

“We needed an agency partner that understands our target audience and how best to engage with them as we launch and Akcelo, through its work with other leading brands, demonstrated just that. We expect substantial growth potential in Australia and New Zealand and will work closely with them to build our presence across the region,” said Li.

Meanwhile, Aden Hepburn, Akcelo’s CEO, commented, “Tiger Brokers are an exciting new entrant in our region with a strategy that is set to disrupt an increasingly cluttered market. We are delighted they have entrusted us to drive their launch and look forward to building the brand.”

Marketing Featured Southeast Asia

SG literary movement #BuySingLit appoints The Hoffman Agency as agency partner

Singapore – #BuySingLit, a local-based movement aimed at promoting local literature, has appointed The Hoffman Agency as its official agency partner, effective 4 October. 

The Hoffman Agency will be responsible in strategizing and and overseeing #BuySingLit’s rebranding from a two-weekend campaign to a year-long program, including branding, creative guidelines, marketing activations, and counsel on media placement.

They will also be responsible for furthering the cause of celebrating stories from Singapore; advocating homegrown book publishers, retailers and literary non-profits to encourage more people to discover and embrace Singapore’s literature. 

#BuySingLit continues with its advocacy of ‘Buy Local, Read Our World’ where homegrown book publishers, retailers and literary non-profits come together to encourage more people to discover and embrace Singapore’s literature.

“The #BuySingLit committee is delighted to welcome Hoffman on board as our official PR, Media and Creative Agency. As a movement supported by a diverse range of industry players, we look forward to wider media outreach and deeper relationships in the coming year. Readers can look forward to more exciting updates coming soon,” said Chong Lingying, manager of Asiapac Books and member of the #BuySingLit Marketing Module.

Maureen Tseng, general manager for Singapore at The Hoffman Agency, commented that they are excited with bringing #BuySingLit’s initiative alive through a 360-degree integrated communications campaign, cutting across PR, media and creative outreach.

“Hoffman is proud to partner with #BuySingLit to raise awareness of the breadth and depth of local literary talent in Singapore. The Hoffman Agency’s mantra of storytelling is completely aligned with what this movement stands for – creating an inclusive, diverse and vibrant community of Singapore Literature lovers,” Tseng said..

The Hoffman Agency has recently won various accounts in Asia-Pacific this year, including of Microsoft HK for PR duties and Shutterstock for communications.

Marketing Featured APAC

dentsu bags William Grant & Sons’ APAC business

APAC – Dentsu has recently been appointed by William Grant & Sons, an independent family-owned distiller and global distributor of Scotch whisky, to be its agency partner. This comes as the company concludes in 2020 the consolidation of its APAC business.

The appointment will see dentsu driving omnichannel marketing for William Grant & Sons, focusing on connections planning, digital acceleration, and driving media effectiveness and efficiency across the Asia Pacific (APAC) region.

According to Susie O’Donoghue, global head of communication strategy and planning at William Grant & Sons, the company has an established global relationship with dentsu and after engaging with the APAC team during the chemistry meeting, they were impressed with their well-rounded thinking, demonstration of planning capability, as well as expertise in driving omnichannel thinking. 

“Throughout the engagement, dentsu demonstrated an in-depth understanding of our consumer landscape, ever-evolving media, and tech ecosystem. Most of all, we like that they have expertise working with clients in the alcohol and spirits business. We look forward to partnering with dentsu to drive growth for our brands in APAC,” said O’Donoghue.

Meanwhile, Prerna Mehrotra, CEO of Media at dentsu APAC, shared that they have been working with William Grant & Sons globally, saying that they are delighted to have managed to expand their partnership within APAC.

“By understanding our consumers’ world digital-first, we are able to unlock new growth opportunities at every stage of the consumer journey. For William Grant & Sons, this has translated into a full digital transformation project as we look to support them in their omnichannel, ‘people first’ future. We are excited to work on iconic William Grant & Sons brands and delighted to partner them in their omnichannel journey here in APAC,” added Mehrotra.