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Marketing Featured ANZ

The Hallway tapped by NOVA Entertainment for brand strategy, creative remit

Australia – The Hallway, an Australian-based independent advertising agency, has announced that it has been appointed by NOVA Entertainment to work on key brand strategy and creative projects for the Nova Network and Smooth FM Network.

The latest appointment adds to The Hallway’s portfolio of collaborative work that includes Google, Suncorp, ANZ, and Streamotion, amongst others.

On  working with NOVA entertainment, Jules Hall, CEO of The Hallway, said, “We’re really excited to be working with the team at NOVA Entertainment. It’s always a huge privilege to be entrusted with brands that are not only iconic in the Australian market but also genuinely future-facing, especially when they are led by such an impressive team of humans.”

Adam Johnson, chief growth officer of NOVA Entertainment, also commented, “We were looking for a partner to really get ‘under the hood’ of our two biggest brands, to give them a distinct position in-market and ensure they continue to thrive at the heart of our all-of-audio strategy.”

Johnson added, “The Hallway is well known to us here at NOVA Entertainment and we’ve been impressed by the successful brand platforms they have delivered for BINGE and Flash. Work is well underway on our flagship Nova and Smooth FM brands and it’s proving to be a very effective partnership. I’m excited about what we will achieve together.”

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Marketing Featured East Asia

Ogilvy China tapped to handle brand strategy of Mengtai Group’s whiskey distillery

China – Ogilvy China has been selected by Inner Mongolia Mengtai Group (Mengtai Group), the group that operates as a coal operation company, to lead the brand strategy consulting for its Mengtai Whiskey Distillery. The distillery is the group’s first foray in the area of Whiskey. 

For the remit, Ogilvy Consulting will be assisting the Mengtai Whiskey Distillery to plan and launch a new Chinese whiskey brand, and help to establish China as one of the strong players of the international whiskey scene along the likes of Ireland, Scotland, the United States, Canada, and Japan.

The company wants to take advantage of the market’s whiskey sector which is undergoing rapid transformation, turning from simply being a ‘whiskey consumption market’ into a ‘whiskey production region’. The Ordos plateau, situated in the southern part of Inner Mongolia and where the Mengtai Group’s distillery is based, carries a similar climate as Scotland, making it an ideal region to launch a high-quality whiskey brand.

In October 2021, the first batch of distillery equipment was manufactured in Scotland and shipped to Inner Mongolia for assembly with operations expected to start in 2022, making Mengtai Distillery the first whiskey distillery in Inner Mongolia. 

Ogilvy Consulting’s remit will focus on business strategy and consulting duties for the Mengtai Group. This includes market research, segmentation, product portfolio definition, as well as brand positioning, naming, and visual identity.

Ao Bo, vice chairman and vice president of the Mengtai Group, commented that they are confident that the partnership will be able to build a true world-leading Chinese whiskey brand and expand the company’s footprint even further across the globe.

“Mengtai is truly passionate and committed to developing local Chinese whiskey brands. Through our cooperation with Ogilvy Consulting China, we have gained even more confidence about bringing this project to fruition. As whiskey enthusiasts, just like many other Chinese consumers, we are looking forward to being able to taste domestically produced whiskey,” said Bo.

Sandy Ng, president of Ogilvy Consulting in China, commented saying, “We are honored to be working with the Mengtai Group’s leadership team on this brand creation project, which truly exemplifies the breadth and depth of our Consulting offering, from data-led brand positioning and architecture design to product visual identity and naming, all the way to portfolio and integrated communications strategy.”

Chris Reitermann, CEO for Ogilvy Asia & Greater China, adds, “It is an immense pleasure to be partnering with the Mengtai Group to together pave a new way for the Chinese whiskey industry. The future is full of exciting opportunities in this category and as part of our focus on being the best platform and partner for growth for our clients, we look forward to leveraging our expertise in developing strong brands globally and in China to help the Mengtai Group build a strong and sustainable business for years to come.”

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Marketing Featured ANZ

Independent creative agency The Core Agency bags Quest Apartment Hotels’ account

Sydney, Australia – Following a competitive pitch across multiple agencies, local independent creative agency The Core Agency has won the business account of Quest Apartment Hotels, spanning brand strategy and creative development, covering identity design, advertising and digital.

Quest Apartment Hotels is a global apartment hotel brand run by local business owners, and since 1998, Quest has opened four to 10 new properties every year in Australia alone, to become the largest serviced apartment operator in Australasia. 

Quest’s business continues to grow rapidly, with four hotels currently announced as under construction in Australia. The group is also expanding overseas with plans for five new Quest Apartment Hotels to be opened by 2025 in Europe.

Christian Finucane, founder and creative partner at The Core Agency, said, “Quest Apartment Hotels represent a fantastic choice for travellers who want more than just a room with a bed in it. During the pitch we visited their properties and instantly realized they had a wonderful product. We’re excited to now partner with the Quest team and help tell their story.”

Meanwhile, Jeff Baars, chief marketing and digital officer at Quest Apartment Hotels, commented, “We’re thrilled to be working with The Core Agency to help bring our passion for the local soul, and commitment to a truly effortless guest experience to center stage.”

The Core Agency’s clients include IGA Supermarkets, PwC, Just Better Care, EasyFlowers, Doctors on Demand and Evergreen Garden Care.

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Marketing Featured APAC

AU-based digital transformation firm TMX appoints Now We Collide to amp up brand strategy

Australia – APAC digital transformation and supply chain consultancy, TMX, has appointed the independent creative agency Now We Collide, to manage its brand strategy, as the firm expands rapidly across the region.

TMX offers end-to-end digital and supply chain solutions, and works with major consumer brands including UNIQLO, Australia Post, BMW, L’Oreal, and Kmart, as well as Asahi, and Coles.

Through the partnership, Now We Collide has developed a universal visual identity campaign that translates across multiple languages and markets to support TMX’s growth, encompassing digital and social media strategy, as well as a full suite of creative for both organic and paid media.

The new integrated brand campaign is driven by high-end 3D animation and its aesthetic has been made dynamic, fast-paced, visually informative, and warm to echo TMX’s brand purpose – ‘Invent Tomorrow’.

Travis Erridge, TMX’s CEO, said that the new brand strategy firmly establishes the company’s credentials.

“Navigating through the nuances of each APAC market is no small feat however Now We Collide were experts in providing consistency of message. We’re looking forward to continuing our partnership with Now We Collide as we continue our growth across key markets,” said Erridge. 

Now We Collide’s managing partner and CEO, Keir Maher, said that it is a privilege to support a successful Aussie business that’s making such big waves on the international stage. 

“The visual identity, language, and style guide of the campaign is very unique in the category and goes to the heart of TMX as an innovator. We’re proud of this campaign that translates TMX’s unique story onto a global platform and best of all, we’re already seeing the strategy provide positive business outcomes for the team at TMX,” said Maher.