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Marketing Featured ANZ

TPT Wealth launches new brand strategy, identity via FutureBrand Australia

Australia – Local financial services TPT Wealth has launched a new brand strategy and identity in partnership with FutureBrand Australia, representing the business’ significant growth in Tasmania and the Australian mainland. 

The rebrand celebrates TPT Wealth’s exciting vision and its proud legacy; a dependable trustee service for Tasmanians since 1887, which has grown into a diversified financial services business for all Australians.

It also builds on the business foundation to drive awareness, consideration and connection across markets, while bringing emotional depth in an authentic way through a new brand identity, logo, colour palette and tone of voice. 

In crafting the brand identity, FutureBrand focused its efforts on the details, similar to TPT Wealth’s approach with focusing on client needs. Subtle refinements to the brandmark created a symbol honouring its proud Tasmanian heritage, alongside a wordmark with renewed focus. 

In addition, a versatile supporting palette inspired by Tasmania’s landscapes was introduced, balancing modernity and familiarity, and adding dimension to the brand’s signature orange. A bespoke woodcut graphic encapsulates TPT Wealth’s approach to the safe and gradual accumulation of wealth over time, alongside photography that brings clients to life with Australian warmth. 

Andrew Branwhite, head of brand and advertising for parent company MyState, said, “The experience of working with FutureBrand on the brand evolution of TPT Wealth has been one of education and inspiration. Most of us have a hunch about which direction we need to take based on clear business and customer data, but it’s all the more important how you shape this data in order to build the brand for success.”

He added, “The FutureBrand team worked with a high level of engagement and creativity in order to do just that, shaping the process with new insights, enlightening our team with new ways to think, and inspiring us with a brand evolution that’s as motivating for our customers as it is meaningful for our own people. All leading to a great commercial outcome.”

Meanwhile, Rich Curtis, CEO at FutureBrand Australia, commented, “We know that strengthening the link between a brand’s purpose and the everyday experience is the key to unlocking competitive advantage. For TPT Wealth, that meant combining its ambition to expand its presence across Australia with its commitment to preserve the brand’s rich Tasmanian history and legacy.”

He added, “We found that TPT Wealth’s heritage revealed all the right ingredients for building a strong national brand for the future. Those threads from TPT’s past provided all the material we needed to create its new brand identity and transform the brand to help the business continue to evolve and grow.”

FutureBrand Australia was previously tapped by NPO Bush Heritage Australia as its brand partner.

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Main Feature Marketing Partners Southeast Asia

PH roundtable: PH marketing leaders gather to discuss branding, creative, and automation

Creative, brand identity, and automation are just some of the most vital elements within any successfully working marketing strategy and campaign. The first two deal with external execution, while the latter refers to operational efficiency. 

In a rare opportunity that gathered Philippine marketing leaders representing diverse industries, MARKETECH APAC, in partnership with Celtra, delved into a discussion on how brands in the market best approach their marketing strategies in the region. In this discussion, we dived deep into what it takes to deliver high-performing creatives and unique brand identity, while harnessing the power of automation to achieve marketing agility. 

In the industry event which carried the theme, ‘Visual2Vision: Leveraging Creativity As Your #1 Marketing Performance Lever’, marketing heads from brands Cambert (Pilipinas), Inc., Canon Philippines, Cebu Pacific Air, Decathlon Philippines, dentsu Philippines, foodpanda Philippines, Generali Philippines, and L’Oréal Philippines each shared how they are keeping their brands top-of-mind in a period where digital has accelerated the bar for which brands are deemed worthy of support and favorability.

Roundtable Highlights: Watch the PH marketing leaders share the top insights from the discussion

Authenticity at the heart of the marketing creative 

During the discussion, marketing leaders agreed that at the core of any marketing creative is authentic narrative and messaging. Danielle Eleazar, foodpanda’s head of marketing for new verticals in the Philippines, said that it all boils down to authenticity because beyond making sure that any creative asset or communication resonates with the market, the consumer has to ‘understand’ the message.

“As long as that creative consideration lies [in] authenticity, it’s something that really resonates with the consumer,” said Eleazar. 

Canon Philippines’ Anvey Factora and Decathlon Philippines’ Jessica De Leon both echoed the said insight. Factora, Canon’s head of marketing communications, e-commerce and retail, said that amongst others, their topmost consideration on the creative side when launching a marketing campaign is building a strong and authentic narrative. Meanwhile, De Leon, Decathlon’s direct marketing lead, believes that a brand’s creative must be “memorable [and] authentic” with tailored messages based on audiences’ needs. 

Meanwhile, for L’Oréal Philippines’ Chief Digital & Marketing Officer, Isabel Falco, building the creatives still goes back to whether it’s able to answer the ‘creative brief’ to be done.

“The topmost consideration for the creative is still going to be whether it successfully answers the creative brief or the job to be done,” said Falco.

However, marketing leaders also stressed the importance of balancing the genuine appeal of creative implementation with execution aimed at achieving business goals. It was Factora who said that in tandem with serving creativity, it’s important to make sure that the overall marketing and communications are aligned with the business direction. 

“At the end of the day, we will always be evaluated [on] the business results and impact,” he said. 

In the same vein, Patricia Bucag, Cebu Pacific Air’s marketing manager, believes that a marketing campaign must, above all, answer to the business need, which in the airline’s case is getting people to purchase. 

At a stage where brand awareness is already high for a company such as Cebu Pacific Air, Bucag said the objective of any marketing initiative becomes purchase-led results. 

Yet, brands today are struggling to meet the speed for campaigns to be launched across the funnel. Brand marketers don’t have the luxury of time to spend on the design craft for each and every asset while managing prompt campaign launch times. In order to meet the needs for personalised consumer experiences without burnout, marketing and creative teams must be equipped to successfully launch full-funnel campaigns at scale. 

Managing the branding identity of international brands

In a world where every impression is a brand impression, the PH roundtable discussion dove into the main topic of brand identity, the umbrella strategy which creative would fall under. 

A number of leaders in the discussion represented the PH leg of international brands such as Canon, and as expected, an entity like Canon Philippines needed to be very strict when it comes to the implementation of all things related to creative to ensure the quality reflects the brand at large. 

How Canon Philippines remains effective in its strategy, Factora said, holistic planning is key. 

“Coming up with a holistic identity is very, very important because Canon is not just operating in a particular segment or in a particular region, we’re operating in different continents in different countries,” he said. 

Factora believes that every great campaign remains to be backed up by holistic planning, and by this, he means integrating not just one function in marketing, but including those from, for example, distribution and sales. This is taking into consideration the sales agenda and channel mapping in the overall strategy.

Meanwhile, we also learned how a local arm of a global insurance brand decides on and manages its branding. For Generali Philippines, it’s all about making the brand’s purpose the compass to draw what steps are best suited to deliver its brand identity. 

Milca Javier, the brand’s head of marketing, said, “The purpose of everything that you’re doing in terms of the creative [and] in terms of your campaign [is important]. You want to craft something that emphasises or, you know, heavily promotes all elements of your DNA, of your brand DNA.” 

Javier raised questions like, “Do we want to evoke something?” and “Do we want to say something to the audience?” So for example, insurance is strong, but then the brand may want to show that it’s not too stiff or that it’s not too serious, and can also invoke fun, so this is where the little details such as typography and brand colour come to make a big difference. 

Ultimately, she said, the buy-in of the branding must come from within before it can even be accepted by the general consumer. 

“It’s really valuable that Generali Philippines, the colleagues that I have within the company, know the importance of the brand [and] the brand identity,” she said. 

“It’s very, very important that all of the people within Generali Philippines are buying into [our] brand identity. This is the core and we have to stay true to our core,” Javier added.

On the other hand, Cambert Pilipinas’ Jenny Arcellana, its head of marketing, shared about how, overall, marketing strategies, including putting branding identity in place, have evolved through recent years. Arcellana said it’s the influencers and the content creators of today that have been the biggest change. 

“So it’s still the same, you know, you have to drive awareness [of] your brand, you have to tell your audience what the brand is, [and] your product – why would it appeal to them, to the target market,” said Arcellana.

But that the change, she said, has been with how you promote the brand and the media available. As a leader in trade marketing, Arcellana commented that amidst these changes, availability and visibility in trade are still very important because a product that cannot be seen cannot be sold. 

“But of course, you have to talk to the right person to whom your brand or product is relevant to,” she said. 

The power of automation in building personalisation in marketing

Realising creative and branding initiatives cannot be discussed without talking about the role of automation in their development. With a wide range of tools and marketing tech platforms at marketers’ disposal, the matter isn’t whether to utilise what but how to strategically harness these enablers to deliver a brand’s marketing strategy best. 

The marketing heads were in unison to say that personalisation is what is made possible by automation–and at scale. Isabel Falco, L’Oréal Philippines’ chief digital & marketing officer, said that there are many different ways to communicate a product’s relevance to a consumer and automation helps in creating many different versions of a creative or marketing campaign to find what is best fitted to a specific audience. 

“We really see the value-add of having the capability to automate, [enabling] us to [do] A/B [testing] at scale,” Falco explained. 

The power to automate tedious design tasks speeds up time for marketers looking to amp up their ​​creative testing roadmap. With tools like creative automation, brand marketers can iterate and update their highly-customised creatives independently without losing time on manual updates for individual creative versioning. By allowing teams the freedom to produce creative variety at ease, marketers can get campaign refreshes out of the door and initiate the purchase journey quicker. 

For Mako Chaves, dentsu Philippines’ MD and Head of Media, one of automation’s top benefits is being able to gain and firm up the ‘audience understanding’, which he believes is the foundation of all great campaigns. 

“It all boils down [to] one thing, which I think is consumer truth. And at the heart of every campaign that we do at dentsu is about deep consumer understanding,” said Chaves. 

He added, “Without every campaign latching onto a deep consumer insight, I think everything will fall, everything will not be genuine and everything will not be authentic.”

Meanwhile, Decathlon’s De Leon wanted to emphasise how automation eventually gives way for the team to have a seamless and smooth working process. 

She said that just like being a brand for sports, efficiency and performance are important to them and utilising the tools that are available makes it possible to deliver personalised and targeted ads to customers.

“Automation really empowers the team to be able to clearly see their next steps and to be able to analyse what’s working and what isn’t…automation allows us to be able to make the work not just efficient, [but] also sustainable for our future customers,” stated De Leon. 

In the PH-focused industry discussion, while marketing leaders shared their customised approaches to creative, brand identity, and automation, common themes remain such as balancing ingenious creative campaigns with business-oriented marketing communications. Marketing leaders have also spoken that although brand identity is the main responsibility of the marketing team – effective branding that resonates with consumers is one that is developed and integrated through the cooperation and buy-in of other functions within a company – proving that belief in the brand identity must emanate from within teams, empowered by tools that aid brand governance. 

Amidst marketing leaders lending their views and thoughts on external execution, the brand and agency heads also shared what role marketing tech like automation play in bringing marketing campaigns home. While leaders cited different areas of marketing they see automation being the most beneficial, they all agreed that essentially, it’s the ability to deliver targeted and tailor-fit campaigns to consumers that makes it easy for brands to achieve marketing excellence. 

Roundtable Highlights: Watch the PH marketing leaders share the top insights from the discussion
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Platforms Featured APAC

Klook unveils new brand identity to reflect new future of travelling

Singapore – Travel and leisure e-commerce platform, Klook, has launched its first end-to-end brand identity, aimed at signalling its commitment to powering the travel ecosystem from customers, travel operators, and partners. This comes at a pivotal time of change in the travel industry as the company gears up to champion a new future of travelling in 2022 and beyond.

The new brand identity, which was created in partnership with global brand agency Superunion, invites people to experience everything with optimism, joyfulness, and enthusiasm. At the heart of the new brand identity is the company’s refreshed brand purpose, ‘To inspire and enable more moments of joy’, reaffirming its pledge to revitalize the travel industry.

Moreover, the rebrand also features an all-new Klook icon, new wordmark, typography, colours, illustrations, and icons. Customers can also expect a more interactive and immersive user experience on the platform, with new rich media formats such as motion graphics, short-form videos, and more exciting content, including travel guides, live streams, and vlog reviews.

Marcus Yong, Klook’s vice president of global marketing, shared that the rebrand marks a fundamental shift in how they engage with their customers, and it means pushing the boundaries and constantly introducing new ways to deliver joyful experiences across all touchpoints of their brand.

“With travel gradually resuming, there is no better time than now to introduce everyone to a new Klook and assist customers in reimagining how they travel in this new environment,” said Yong.

Meanwhile, Ambrish Chaudhry, Superunion’s managing strategy director for Singapore, commented that they are very excited to have played a part in Klook’s rebrand journey. 

“Now more than ever, people recognize the positive impact that overseas travel and local experiences have on our psyche. Klook’s exuberant new brand expression is a celebration of these moments and the joy they provide,” said Chaudhry.

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Marketing Featured Global

‘Progress. Protected’ is the message of ESET’s new brand positioning

Bratislava, Slovakia – Global internet security company ESET has unveiled its newest brand positioning centred around the message of ‘Progress. Protected’, which aims to deliver a message of empowering progressive change for society through a fully integrated marketing and communications campaign.

According to the company, said brand positioning was inspired by the insight that while the power of human ideas remains the leading catalyst for the world’s progression today, progress is advanced via the connectivity provided by technology, which needs protecting. 

“Human and technological progress is now more vulnerable than ever to attack, and ESET is positioned to protect the continued advancement of this innovation through the provision of its industry-leading security software and services,” the company said in a press statement.

As part of the brand positioning, ESET has released a series of short films directed by Academy Award nominated documentary filmmaker Hubert Davies, in which leaders in science, education, innovation, and space exploration discuss progress from their specialist point of view.

As part of the brand films, it will feature bespoke illustrations created by four top-class artists: John Tomac, Jun Cen, Marcellus Hall and Bruno Mangyoku. They will be reacted to in the films with famous personalities such as famous NASA astronaut Chris Hadfield, cultural anthropologist Dr. Mimi Ito, marine biologist Dr. Ayana Elizabeth Johnson, and science author Steven Johnson.

For Richard Marko, CEO of ESET, the new brand positioning is a way for them to demonstrate ESET’s investment and passion for progress through technology. In addition, the company places great importance on the technology, research and corporate responsibility initiatives that they pursue with colleagues, customers, partners and the communities in which they operate.

“The world continues to move forward at pace. When ESET was founded, the Internet was in its infancy. Now technology is part of everything we do and is central to the continued advancement of our society. Most of the time, technology does just what it is supposed to, but to ensure continued progress in the digital age, we need someone to question what’s going on in the background. I believe that is an important task for our company, as to protect technology means to protect progress itself,” Marko explained.

This new brand proposition will be supported with a fully integrated campaign which will be executed throughout 2022. With digital, video, print and Out-of-Home (OOH) advertising, ESET will celebrate progress within technology by spotlighting a number of fascinating thought leaders across a range of fields.

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Marketing Featured APAC

Superunion launches new brand identity for World Table Tennis

Singapore – World Table Tennis (WTT), the global table tennis competition, is launching with a new brand identity spearheaded by brand agency Superunion. The new identity aims to capture new audiences, attract new partners, and inspire sports fans and consumers to play and enjoy the game. 

WTT, created by the International Table Tennis Federation (ITTF), has seen that table tennis was only taken seriously as a competitive and commercial sport in a few countries, hence, wants to change this. 

With a fresh gradient visual creative, Superunion said it developed the new brand in a way that would change the way the world sees table tennis, to position WTT in the center stage, and bring its elite athletes, thrilling events, and exhilarating entertainment to the global audience. 

Inspired by WTT’s vision to show table tennis in a different light, Superunion’s creative strategy was to reverse the audience’s viewpoint by showing the game from the ball’s eye view, capturing the energy and skill of the game and allowing the audience to see table tennis from a new, unique perspective – literally. 

The identity design mirrors sports photography, capturing how each player focuses on the ball in motion. It follows the movements of the spinning ball at a break-neck speed, playing out the drama, precision, skill, passion, and mental agility that the players bring to the table. The whole new look speaks of ‘uncompromising confidence’ – whether that’s the new iconic black table or the redesigned theatre of play.

The World Table Tennis Cup Finals will be held in Singapore from 4 December to 7 December. 

Last June, Superunion was also the agency behind the official branding of TMBThanachart Bank, the recently merged banking institution in Thailand. 

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Marketing Featured Global

PHD’s refreshed visual identity reflects agency’s ‘Make The Leap’ philosophy

London, United Kingdom – Global media network PHD, part of the Omnicom Media Group, has unveiled a new visual brand identity, which mirrors their ‘Make The Leap’ philosophy, a call to leverage the power of imagination to drive disproportionate growth for its clients’ business.

The updated brand identity, created in collaboration with independent design director Cosmo Jameson, has been designed with digital, motion, and audio capabilities in mind and reimagined to fully embody the company’s philosophy.

At the core of the new branding are visual assets that represent PHD’s values of creativity, courage, openness, collaboration, and curiosity – a reflection of the fact that it’s the creativity and innovation of PHD’s talent that powers business growth.

Philippa Brown, worldwide CEO at PHD stated that for over 30 years, the company has put creativity, innovation, and thought leadership at the heart of the business.

“Creativity and the power of imagination are what fuel our industry and we believe that only by making imaginative leaps in creativity can we best help our clients flourish and, therefore, leap forward commercially. The evolution of our identity brings this idea to life, with a contemporary and dynamic mark that positions us for the future,” Brown stated.

Meanwhile, Mark Holden, worldwide chief strategy officer at PHD, commented that their new identity focuses on creativity above all else since he believes that it is the power of imagination that drives disproportionate growth, not just reports and spreadsheets.

“In the modern world, advancements in data and technology have enabled marketers to improve how they target and measure their campaigns. However, while this is hugely important, at PHD, we know that every great campaign starts with a great creative idea,” Holden added.

Avril Canavan, worldwide chief marketing officer at PHD, commented “Our new identity is strategically designed with digital and motion in mind to reflect how we work today as well as being a symbol of our ethos. The brand mark is dynamic and flexible, capable of making a physical leap itself to trigger imagery or film and reveal a world reimagined.”

The new branding is being implemented internally and externally across all of PHD’s over 100 markets.

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Marketing Featured Southeast Asia

Multicurrency e-wallet YouTrip to undergo brand refresh in 2022

Singapore – Singapore’s multicurrency e-wallet YouTrip revealed in a press announcement that it will be undergoing a brand rehaul, slated for early 2022. 

The advanced announcement comes as the fintech unveils its plans to establish an innovation lab in Singapore to fast-track its technology capabilities and product development. The fintech shared that the new lab will see its workforce double by 2022 which will be crucial in driving the development of a new suite of multicurrency products including the new brand identity. 

YouTrip’s brand proposition is to offer the best mobile financial services by simplifying foreign currency payments and offering the best exchange rates. With the new branding, the fintech aims to reflect its transformation from a travel wallet to a broader digital payments app that drives its mission of simplifying multicurrency spending. 

Together with a new brand debut, YouTrip will also be redesigned with new features such as a virtual card, an interactive exchange rates dashboard, and also YouTrip exclusive deals, as well as the ability to hold more popular currencies in the wallet.

YouTrip also revealed the launch of another product YouTrip Business, likewise to be released in early 2022. 

YouTrip Business is a new multicurrency corporate credit card aimed at helping companies of all sizes save money and time on cross-border payments. Compared to the consumer product, the new business card promises higher spending limits while transacting at the best exchange rates in over currencies, with credit terms offered to selected business account users. YouTrip Business will also enable companies to issue multicurrency cards to employees. 

Caecilia Chu, co-founder and CEO of YouTrip, commented that despite the travel standstill, there has been continued significant growth in overseas online spending which underscores the importance of cross-border payments for consumers and businesses.

According to YouTrip’s own cross-border e-commerce study for 2021, there has been an 84% year-on-year increase in online overseas purchases by Singaporean users from the period of July 2020 to June 2021.

Chu said, “With this shift in spending, our advancement in innovation to offer a wider suite of multicurrency is timely, and drives our goal of elevating the cross-border payment experience for our users in Singapore and the region. We are incredibly excited to embark on this next phase of our business growth and Singapore’s developed tech ecosystem provides the conducive conditions to propel this forward.”

She adds, “Singapore is a special place to us, being the first market where we introduced YouTrip to the world…we look forward to driving the next generation of cross-border payment innovations, and to help build a stronger pipeline of talents that will fortify Singapore’s position as a global fintech hub.”

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Marketing Featured ANZ

Murdoch University stresses future-centric vision with latest brand identity

Perth, Australia – To better represent the University’s vision towards a vision of a modern institution ready for the future, Murdoch University has unveiled its newest brand identity, created in partnership with marketing communications company Wunderman Thompson.

The new brand identity, according to Murdoch University Vice Chancellor Eeva Leinonen, supports the University’s vision to be recognized as a world-changing University by Western Australians, and national and international communities.

“We are a university of free thinkers, it is the foundation of everything we do, and our updated branding epitomizes this. This program builds upon Murdoch’s existing brand with an updated identity that reflects Murdoch as a modern university for the future,” Leinonen stated.

Meanwhile, Gary Smith, chancellor at Murdoch University, commented that the new brand identity was created with an ethos to challenge the traditional approach and embrace new ways of thinking.

“We are proud of our heritage, and while we respect our past, we must always look to the future – from our learning and teaching, to our built environment and research endeavours. The Murdoch University brand is more than a logo and free thinking is more than our slogan. It represents opening doors to an education for more people, teaching beyond the classroom walls and lighting the fire of curiosity in our students,” Smith explained.

The brand identity revamp is released as the University approaches its 50th anniversary. At the same time, Murdoch University has also uploaded a video showcasing the new brand identity to various students, faculty members and stakeholders of the University.

Neil Cullingford, director of marketing and communications at Murdoch University, said, “Our brand has always been built on the idea of free thinking, and in that spirit our visual identity needed to evolve to signal our future focus and global outlook. With free thinking being more relevant than ever, we challenged Wunderman Thompson to create an identity to carry Murdoch into the next 50 years and beyond.”

Meanwhile, Doni Savvides, partner at Wunderman Thompson, commented, “The new identity is a testament to the valuable partnership we’ve built over several years. It’s a demonstration of Murdoch’s core foundations and a commitment to being a progressive university. Aligning the visual brand narrative to free thinking has been a creative collaboration that the Wunderman Thompson team have felt privileged to be a part of.”

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Marketing Featured Southeast Asia

Indie creatives TSLA redesigns Singapore’s digital portal for heritage Roots

Singapore – Singapore’s National Heritage Board (NHB) has unveiled a revitalized brand and digital experience for its platform Roots, and independent creative agency The Secret Little Agency or TSLA is the creative brains behind the fresh highly aesthetic visual identity.

NHB is Singapore’s dedicated organization for the preservation of its cultural heritage and in 2016, it launched Roots.gov.sg to provide added avenue and to digitize its heritage to make easier and closer the access for nationals on cultural assets.

The brand and user experience (UX) revamp was done in celebration of Roots’ 5th anniversary. TSLA pored over the site’s original web pages, conducting multiple focus groups across different user profiles to organize over 120,000 pieces of content into intuitive categories with the objective to improve delivery of content and facilitate a better user journey on the portal.

According to Norfaiz Noeryamin, manager for NHB’s Strategic Communications & Digital division, the revamped Roots.gov.sg is designed to be a one-stop digital concierge that brings together content from across its line of heritage programs – its ‘National Collection’, ‘Heritage Trails’ and ‘National Monuments’ and other intangible cultural heritage from its inventory. The portal will also be integrating resources from other platforms like the National Library Board’s Infopedia and the Esplanade’s Offstage websites to facilitate information gathering. 

“With these enhancements, it is now easier than ever for everyone to discover the depth and breadth of Singapore’s heritage,” said Noeryamin.

Roots’ old logo vs. new logo

Aside from the general UX and UI (user interface), TSLA also improved the platform’s ontology functions where the remit also extended to integrated marketing. 

“You’re going through every artifact, article, photograph, and piece of content thinking there is so much here, and yet, Singapore is still in its infancy compared to older civilizations. To be able to build our Roots right and redesign how all generations access this treasure trove of heritage was an incredible experience for us,” said a spokesperson from TSLA Design.