Marketing Featured ANZ

Initiative retains media account of distillery company Pernod Ricard

Sydney, Australia After a competitive pitch, media agency Initiative has retained its media remit for distillery company Pernod Ricard to work across the entire brand portfolio including all Pernod’s wine, spirit, whiskey, champagne, RTD and ‘new to world’ brands, focusing on Australia and New Zealand market.

Since its sealed partnership in 2019, Initiative has helped the company to propel into culture, with notable highlights including challenging gender bias through The Glenlivet Break The Rules campaign, tackling regional inequality through Absolut Pride Relay, and launching major brands like Malfy Gin and Altos Tequila into market. 

Jo McAlister, managing director at Initiative, said that the agency is excited for another 3 years of partnership with the company to continue its journey in leading ANZ’s competitive alcohol beverage markets across all brand categories.

“This is phenomenal news and we are so proud to continue our partnership. For the past three years we have grown together as brands, collaborating via a truly open and transparent relationship and enjoying an agency/client bond that I’ve rarely seen in market,” McAlister added.

Eric Thomson, CMO at Pernod Ricard Winemakers, added, “The chemistry between Initiative’s team and ours was evident from the start of our relationship three years ago and it has not waned. We are delighted to continue our partnership as we both push forward to produce effective and creative work that connects and engages our customers in an increasingly complex market.”

In January, Initiative also retained its media business remit for energy networks owner Jemena Limited, extending its 10-year relationship with the brand. 

Marketing Featured APAC

The Coca-Cola Company names Anupama Biswas as senior director for Analytics & Insights in APAC

Singapore – The Coca-Cola Company, the global beverage company that owns the world-famous beverage brands Coke and Sprite as well as a portfolio of hydration, nutrition, juice, and dairy, and sports, and coffee and tea brands, has appointed media, digital, and analytics veteran Anupama Biswas as its new senior director for its Analytics & Insights team in the APAC region. 

The appointment comes as the company progresses on a major strategic transformation, including rewiring to become a more networked organization. Biswas will become part of a new team called Platform Services and will be leading the company’s analytics and insights for four operating units in the APAC region. 

Biswas brings with her almost two decades of experience in media, digital, e-commerce, and analytics, and business strategy across leading consumer packaged goods (CPG) companies such as Procter & Gamble, Unilever, and Colgate-Palmolive. Her expertise includes combining data-driven insights, creativity, and pragmatism to develop organizational alignment, focus, and a clear path to growth. 

Biswas most recently comes from Kellogg Company as its regional director for e-commerce, media, and analytics in the AMEA region. In her last assignment, she has implemented digital transformation and drove change management within the organization by building in-house digital & analytics capabilities.

Meanwhile, her experience on the agency side has had her working particularly with GroupM agencies, such as Maxus, which is now Wavemaker, and also Mindshare. For a little over a decade, she was with MediaCom in its Singapore team. 

In an interview with MARKETECH APAC, Biswas shared that her role will be focusing on delivering actionable insights to drive business growth. The specific areas she will be handling will be commercial in nature, such as consumer segmentation and revenue growth management. 

Biswas shared that over the near term, her responsibilities would be more focused on building a team and on building the analytics framework, while over the long run, the goal would be to make the jump from descriptive analytics to more predictive and prescriptive solutions.

“I am super excited to be at The Coca-Cola Company. This is a company that I have always admired and it’s a privilege to be here. I look forward to driving a data culture and unlocking analytical solutions to deliver actionable insights to further fuel business growth,” said Biswas. 

Meanwhile, Alex Clarke, the global head for Analytics & Insights at Coca-Cola, and to whom Biswas will be reporting, commented, “We are thrilled that someone with the talent and experience of Anu has chosen to join the Coca-Cola Analytics & Insights team. This is an exciting time to join our company as we step-change how we leverage analytics and data science to support our growth ambitions. Anu will play a key role in the region in helping us achieve our goal of being a truly data-driven organization.”

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.

Platforms Featured Southeast Asia

Entropia EXR, PepsiCo create AR experience — all within a bottle

Kuala Lumpur, Malaysia – Food and beverage company PepsiCo in Malaysia has partnered with Entropia’s extended reality arm EXR in creating an augmented reality (AR) concert experience all within a Pepsi bottle, featuring Malaysian singer and actress, Siti Nordiana (Nana), together with the winners of its #PepsiBoldTalent TikTok challenge.

Malaysian consumers can access the AR concert by activating the AR camera at, which will be available from 16 April 2021. Users will need to pick up a bottle of Pepsi Black Raspberry, and when the AR camera gives them the prompt on their phone screen, they can scan the bottle for the AR Pepsi bottle to load and the concert will play.

The earlier #PepsiBoldTalent was launched to residents of Malaysia 13 years old or above, challenging them to submit a 15-second video on TikTok showing their best talent. The contest winners who will be gracing the AR concert are Bell – a dancer, Syafeek – a singer, and Aidil – a freestyle footballer, whose audition videos amassed viewership close to 1.4 million views each.

According to Jennifer Lee, beverage marketing lead at PepsiCo Malaysia, the newest AR campaign speaks to the company’s objective of a renewed, innovative approach to engaging with Pepsi fans, as today’s consumers want to connect with brands in an instant and feel an immediate impact.

“Together with Entropia, we shifted our focus and unlocked unfamiliar yet entertaining territory with this campaign. Most brands in Malaysia have yet to tap into AR, the new exciting channel of marketing and communications. Pepsi decided to take the tech to the next level, by bringing a concert right to the homes of our most loyal fans,” Lee stated.

Meanwhile, Ramakrishnan CN, partner at Entropia and head of EXR commented that the newly-launched AR experience is a testament to the agency’s commitment to reinventing the ways brands strategize their communications and more so for an experiential bold brand like Pepsi.

“We believe the future of brand experiences is fluid and atemporal where all touchpoints should have a branded extended reality layer over them. The iconic Pepsi bottle was the best place to provide the experience like no other, using AR tech and deliver Malaysia’s first augmented reality concert in a bottle,” he added.