brand proposition Archives

Australia – Independent creative, design and media agency Enigma has announced its relaunch with a new brand proposition, coinciding with bolstered capabilities in data, tech and performance of the agency.

The new brand architecture includes a new logo, colour palette and brand voice, as it further integrates its services to deliver a seamless output across the full customer journey. As part of its business transformation, Enigma commissioned independent research in consultation with renowned scientist Dr Shane Moon and global neuroscientist group, Neurons to learn more about the relationship between people and brands, specifically chemistry between people and brands.

The recent investment across Enigma’s business sees the brand evolve to offer expanded performance capability in SEO, CX, CRM, audience analytics, technology, and measurement, plus build a content hub specifically for digital and social creative.

John Gutteridge, national CEO at Enigma, said, “Enigma already has an iconic reputation across regional Australia and has built strong foundations to begin this next chapter. We’ve set ourselves some exciting goals with a clear roadmap in place, making the necessary investment in capabilities and talent, along with a restructure of how we operate to ensure a seamless integration of all the new and existing services.”

He added, “The new brand identity and proposition effortlessly emerged from the work we’ve done and the discussions we’ve had as a group.”

Meanwhile, Enigma Founder and Director, Lisa Sutton Gardner, commented, “Working alongside John to refresh the brand’s offering is exactly where we need to be to meet our ambitious growth plans. Our new proposition supports our mandate to be able to learn, flex and adapt our output to help our client’s growth ambitions and become an agency built for the immediate future and beyond.”

She added, “In this past year, we have bolstered our Australian footprint opening a Brisbane office and expanding the Sydney team, this compliments our Newcastle team – which includes a 40-strong media team – plus making strategic investments and adding specialist capabilities focussed on our data, tech and performance offerings.”

Singapore – With the increase in adoption of e-commerce across Southeast Asia since the onset of the pandemic, online shopping has since integrated itself into consumers’ everyday lives. With this, e-commerce platform Lazada has unveiled its new brand proposition, ‘Add to Cart. Add to Life.’, recognising that shoppers are no longer just buying products for functional uses.

This new brand proposition aims to reflect the brand’s belief that e-commerce can add to the lives of consumers by inspiring meaningful connections and memorable experiences with their purchases.

Marcus Chew, Lazada Group’s chief marketing officer, shared that as Southeast Asians continue to add to the cart, they want to be that bridge that connects customers to opportunities that add to life.

“For us, it’s not just about buying a pan; it’s about owning a pan to add amazing flavours to a delicious meal for loved ones. Likewise, it’s not just about buying a skipping rope; it’s about adding fitness and health to one’s daily routine. Whether it’s a new hobby, honing a skill, creating a more comfortable home or a new look with a style makeover, every product on Lazada has the potential to be the launchpad for enhancing abilities and value-adding to our consumers’ lives,” he said.

Moreover, Lazada has also launched LazLive+, a curated interactive live content series that brings together recognisable, authentic, and trusted experts to share fresh tips and skills with shoppers. It seeks to connect the region’s shoppers with new ideas and experts from all walks of life, through cooking demonstrations, styling know-how, gaming tips, and fitness motivation, amongst others and will roll out across the region from 4 July.

In Singapore, shoppers will get to interact with their favourite key opinion leaders (KOL) in real-time through the voting and chat functions, including Aiken Matthew Chia, Andrea Chong, Derek Cheong, Mong Chin Yeoh, and Tiong Jia En, with each KOL representing a different lifestyle segment. The live content series will kick off ‘D.I.Y. Like A Pro’ on 4 July with each episode running for one hour. In this series, host Aiken will challenge one of four KOLs to complete a task. The tasks are themed to each KOL’s respective expertise, and they will share personal tips and hacks with viewers on how to get the most value out of the items featured. Aiken, as the underdog challenger, will seek assistance from viewers through a voting process that will gain him access to bonus tools to help him complete his challenge easier. Viewers who aid Aiken in the voting process will also stand to gain exclusive shopping vouchers.

‘D.I.Y. Like A Pro’ will run for 15 episodes, with episodes airing daily at 8 pm during the debut launch week, followed by a weekly live stream every Wednesday at 8 pm. Coupled with exclusive deals and entertainment that Lazada brings to the fingertips, shoppers can also create more fulfilling moments, big and small, that will enrich their lives and those around them.

Chew said, “LazLive+ will also be a great source of inspiration for shoppers with its unique blend of shoppertainment and shop-spiration content, that will enable consumers to discover and unlock new passions and possibilities in their lives, thanks to the experts.”

The brand campaign will run across Indonesia, Malaysia, the Philippines, Singapore, and Thailand, as well as Vietnam, starting 24 June, with a 30-second film, out-of-home, a series of key visuals, influencer engagement, and topical social media activation, as well as other creative executions.

London, United Kingdom – Mindshare has launched its new brand proposition of ‘Good Growth’, which is to promote diversified and more sustainable initiatives that are aligned with the clients’ business ambitions.

The new proposition is underpinned by Mindshare’s mother network GroupM‘s ‘Responsible Investment Framework’, which carries five focus areas, namely, Brand Safety, Data Ethics, and DE&I, as well as Responsible Journalism, and Sustainability.

According to Mindshare, the agency is also actively involved in WPP’s, in which GroupM oversees the media investment management sector, commitment to reach net-zero carbon emissions in its operations by 2025 and across its entire supply chain by 2030, with media making up the largest element of that supply chain.

Adam Gerhart, the global CEO of Mindshare, shared that delivering ‘Good Growth’ in the platform age is about how well people harness platforms, their ecosystems, and their impact – for both business and good.

“It requires a new and more holistic understanding of people, through the marriage of empathy and accuracy in solutions, to ensure brands deliver value to their consumers which are aligned with their own values at the same time – for enduring and meaningful growth to everyone in the ecosystem,” said Gerhart.

Following this endeavor, the media agency has made a series of new appointments to its senior leadership and capabilities teams to support its new proposition.

Nilufar Fowler, Mindshare’s current global chief growth officer, has been appointed to the newly created role of global chief client officer. Her responsibilities include ensuring that the agency meets the most pressing needs faced by its clients by creating client communities and connecting them across the agency, into GroupM services, and with WPP capabilities, in order to ensure the best access for the clients to the multiple services and capabilities required to drive ‘Good Growth’ in the Platform Age.

Meanwhile, Dan Reaume, the current chief development officer at Mindshare USA, has been appointed as the new global chief growth officer. He will be responsible for driving the agency’s global growth through business development, leading with how the agency’s new ‘Good Growth’ proposition can drive enduring and sustainable growth for clients.

Kristina Palmer Shedd has recently joined the agency as Mindshare’s global chief people officer, and was tasked with leading the agency’s people operations globally. She will be working to cultivate a good growth talent and transformation mentality and partnering closely with the people teams at GroupM and WPP.

The current chief digital officer at Mindshare Worldwide, Tom Johnson, will also be taking on the new role of global chief solutions officer. He will be spearheading the creation of solutions to help clients drive ‘Good Growth’ by combining capabilities from Mindshare, GroupM, and WPP, based on client requirements. Johnson will also be working closely with GroupM on the development of digital activation solutions and will be leading Mindshare’s consulting offer ‘Change’, working with clients in a consultative capacity with a focus on organizational design, operating models, infrastructure, and consumer strategy, as well as automation, and commerce.

Oliver Joyce, currently the head of Mindshare Worldwide, has been appointed as the new global chief transformation officer. She will be ensuring that transformation is built into clients’ ‘Good Growth’ plans, connecting clients to Mindshare’s consulting offering ‘Change’.

Helen McRae was also recently announced as Mindshare’s new APAC CEO, helping the agency’s clients in the region drive their business forward, nationally and globally. She will also be helping the network to leverage the platform expertise the region has developed in areas such as platform commerce to help drive ‘Good Growth’.

Shane McAndrew, the current chief data strategy officer at Mindshare USA, will be taking on the role of global chief data strategy and analytics officer. His remit is to build and scale the agency and client solutions in data, technology, and analytics, finding the unique balance of empathy and accuracy in data to allow Mindshare to deliver ‘Good Growth’ strategies for clients.

And lastly, the current chief instigation officer at Mindshare USA, Joe Maceda, has been appointed as the global chief innovation officer. He was tasked to bolster the creativity and innovation in media, leveraging the fast-changing landscape and harnessing new approaches, such as neuroscience, as part of Mindshare’s core offering. He will be adding more empathy-based intelligence solutions to the agency’s mix and preparing clients for the future of ‘Good Growth’.

Gerhart commented, “These appointments will help us deliver ‘Good Growth’ more effectively for our clients, accelerating business and advancing the world around us.”