Hong Kong – Oriental Watch Company has unveiled its latest branding campaign, ‘TAKE YOUR TIME with The Timekeepers,’ inviting Hong Kongers to reflect on the beauty and significance of time in a fast-paced city.
Created by Omelette Digital and produced by 3JBK Production, the campaign spotlights ‘Timekeepers’ who embody the philosophy of ‘Take Your Time’ and excel in long-term dedication. Presented in three online video chapters, it features these inspiring individuals as they share their personal stories of devotion and craftsmanship.
Among the featured individuals is Adonian Chan, a typeface designer who has spent over a decade reimagining Hong Kong’s visual culture. Through meticulous refinement, he has digitised Hong Kong Beiwei Calligraphy, elevating it beyond simple replication. Chan’s work has earned recognition from both local and international experts, with his designs showcased in prominent publications and exhibitions.
“Preserving Hong Kong’s visual culture requires time to study and understand the nuances and to reinterpret them to meet contemporary needs,” Chan said.
Also featured in the campaign is Timekeeper Vivian Ho, who has been illustrating Hong Kong’s cityscape for over a decade. Despite the rise of artificial intelligence, she firmly believes that true art demands time and meticulous effort to convey individuality. Dedicated to capturing the city’s ever-evolving landscape, Ho hopes her work will inspire others and serve as a reminder to appreciate Hong Kong’s unique beauty.
Rooted in Hong Kong for over 50 years, Oriental Watch Company is also featured as a Timekeeper, dedicated to crafting exquisite timepieces. In the brand video, Mr. Lam and Master Liu, with 20 and 40 years at the company, reflect on the lasting friendships they’ve built and how watches symbolise cherished moments like birthdays, graduations, and anniversaries.
Anthony Tsang, head of marketing and digital for the Greater China Region at Oriental Watch Company, said, “Oriental Watch Company has been a part of countless customers’ life journeys since 1961, forming irreplaceable bonds along the way. Our goal with this campaign is to encourage all of us to continue moving at our own pace and master one pursuit with a pure intention, just as the minute and second hands of a watch do amidst the currents of time.”
Omelette Digital’s media strategy amplifies the campaign through TVC, OOH, digital, and social media, collaborating with a range of local influencers and independent platforms. Notable partners include Hong Kong Reminiscence (香港遺美), Being Hong Kong (就係香港), SUCH/ by Suchfilms, and Citywording (都市字治學), all of which are celebrated for their passion and dedication to preserving Hong Kong’s unique culture.
“In an age captivated by speed, our Timekeepers stand as true rebels. We take great pleasure in sharing their stories through the lens of time. We sincerely hope that this ‘Take Your Time’ spirit inspires more Hong Kongers to pause and breathe every now and then,” said Andrea Choi, creative director of Omelette Digital.
“AI is bringing creation to a whole new level where it is faster and easier than ever. In this campaign, however, we want to emphasise the importance of long-term commitment from “Timekeepers” in every industry, who place unwavering stare to excellence despite the world’s obsession with efficiency,” added Jarvis Wong, partner of Omelette Digital.
India – Rockit, the new-age energy beverage founded by Vedant Garg, has teamed up with design agency Stratedgy to debut its bold new packaging—shifting away from machismo-driven branding to embrace a vibrant, inclusive, and positive aesthetic.
Rockit’s packaging embodies a bold vision, featuring vibrant colours, playful designs, and a commitment to inclusivity—celebrating speed, ambition, and positivity in every detail.
The brand’s fresh look signals a bold departure from the grungy designs, aggressive branding, and testosterone-driven narratives that have long defined the energy drink category. It aims to disrupt the traditional energy drink market by providing a refreshing alternative to the cluttered, hyper-edgy designs in the market.
Commenting on the look, Kruti Berawala, co-founder at Stratedgy, said, “We wanted to create something truly different in this category. Rockit isn’t just another energy drink—it’s a statement: a brand for anyone chasing momentum, breaking stereotypes, and redefining what energy means in India. It is inclusive, approachable, and free from the heavy-handed machismo often seen in this space.”
Backed by Sauce.vc with an initial investment of ₹6 crores and supported by Rannvijay Singh as both investor and brand ambassador, Rockit aims to cut through the clutter and redefine energy for Indian consumers.
Neelesh Patodi, CEO at Rockit, commented, “The beverage industry in India has seen tremendous growth, and more so in energy drinks. It is poised to further grow 3X in the next 3 years. We are confident that with our right mix of product, taste, design, and distribution first approach, we will create the fastest-growing beverage business in India.”
“With Rannvijay as the brand ambassador and Sauce.vc as our partner, together we make a perfect team to create a refreshing alternative to existing options that will align with the new India. We look forward to winning the trust of our consumers with our commitment to quality and affordability,” Patodi added.
Kuala Lumpur, Malaysia – The Ministry of Entrepreneur and Cooperatives Development (MECD) and SME Corp. Malaysia have recently teamed up to launch the book ‘Do Your Own Branding (DYOB)’ aimed at helping MSMEs in Malaysia strengthen and build their brands.
The guide offers practical insights into developing brand identities, including strategies for naming, logo creation, and implementing sustainable branding systems. It also highlights success stories from small and medium enterprises (PMKS) that have excelled in branding, serving as an essential resource to empower local businesses and support their global growth.
Entrepreneur Development and Cooperatives Minister Datuk Ewon Benedick introduced a new website for the National Mark of Malaysian Brand (NMMB) Programme. This platform provides accessible information for PMKS interested in participating in the certification programme.
The NMMB recognises companies that meet stringent quality standards, facilitating their entry into regional and international markets. This initiative aligns with SME Corp. Malaysia’s Business Strategic Plan, which prioritizes PMKS internationalization.
During his address, Ewon emphasized branding’s critical role in Malaysia’s trade-oriented economy.
“Branding is essential for adding value, differentiating products and services, and maintaining global competitiveness. KUSKOP remains dedicated to supporting PMKS through initiatives such as increasing their export contributions to 15% of national exports by 2025,” he stated.
Meanwhile, Tan Sri Bernard Giluk Dompok, Chairman of SME Corp Malaysia, highlighted that branding enhances business competitiveness, describing a brand as “not just an identifier but a symbol of trust and quality.” He noted the forum as a platform for elevating Malaysian brands to gain global recognition and respect.
Rizal bin Datuk Nainy, CEO of SME Corp Malaysia, elaborated that the DYOB guidebook is part of the agency’s comprehensive branding efforts, which include the NMMB Programme. Since its inception in 2009, the NMMB has certified 177 companies for their exceptional quality, excellence, and distinction.
Hong Kong – PURE Group has appointed London-based agency Bloodstream as its lead partner for brand marketing, strategy, and advertising, tasked with enhancing the identity of its premium lifestyle brand across Asia.
In this role, bloodstream will refine PURE’s vision, mission, and brand personality, develop a bold 2025 campaign, and elevate PURE’s app and websites to new heights.
In a LinkedIn post, Marc Scott, founder and creative director at bloodstream, said, “So happy to be back working with PURE—the best fitness and lifestyle brand in Asia bar none! ”
Gary Wise, founder and strategy director at bloodstream, also commented, “So happy with this news! Not only a massive milestone in the life of bloodstream, but a huge personal joy for me—working with a brand and team that I love! PURE Group.”
Founded in 2002 and headquartered in Hong Kong, PURE Group has become a premier destination for premium gyms, yoga studios, pilates, and healthy cafes. Dedicated to promoting healthier, happier lifestyles, PURE Group’s renowned brands include PURE Yoga, PURE Fitness, PURE Pilates, PURE Nutrition, nood food, and FUZE.
PURE Group operates locations across Hong Kong, Shanghai, Beijing, and Singapore.
Colin Grant, founder and chairman of PURE, shared, “Excited to have bloodstream on board to bring PURE’s vision to life. Their great strategic thinking and creative skills will be a big boost for the brand as we grow.”
London, United Kingdom – Digital marketing business Jellyfish has announced a partnership with Japan Airlines to create an entirely new look and feel for the brand. For this partnership, Jellyfish worked alongside the airline’s international marketing team to develop a new graphic system that expands the power and flexibility of the brand’s visual identity for audiences outside of Japan.
Inspired by the brand’s future direction, and with a brief to align its tradition and unique culture, Jellyfish was responsible for creating an updated tone of voice reflecting Japan Airlines’ commitment to providing exceptional experiences, reliability and Japanese hospitality.
Jellyfish also made an entirely new design system for the airline comprising different graphic elements that make brand assets distinctive and memorable – including the introduction of the Japan Airlines dot pattern, inspired by the Japanese flag and Japan Airlines’ iconic logo. As a mnemonic device, the patterns offer a memorable cue for the brand and create a sense of movement through a series of dots that can scale and adapt in infinite ways.
The dynamic patterns can stand on their own, overlay onto simple backgrounds and imagery – and act as a graphic device to transition between imagery, text, color and video. There is also a logo lockup update to ensure consistent use and fit for digital applications, whilst retaining its heritage
The elevated brand image also features new approach to typography including a new brand typeface, Aksen, inspired by the dynamic curves of the Tsurumaru, Japan Airlines’ iconic logo. Its swooping forms and wide stance evoke both the golden age of jet travel and a focus on a positive future
Lastly, the introduction of new iconography and illustration that complements and aligns with Japanese culture, inspired by the curves of the crane, as well as the variation of the thick and thin strokes present in brush calligraphy.
Minako Kent, international marketing MD at Japan Airlines, says, “Tradition and culture lie at the heart of our ethos, and we also recognize the importance of delivering a fresh, consistent look-and-feel for our customers across all channels and regions. We partnered with Jellyfish because of their agility and one-stop service in media, data, tech, and creativity — they fully understand the needs of brands in today’s world. Because of this, we’ve been able to reimagine our whole visual identity to create a world-class omnichannel experience befitting our iconic brand.”
Meanwhile, Michael Walsh Kirwan, VP creative at Jellyfish, commented, “Japan Airlines came to us with a significant challenge – to breathe new life into a storied brand that was due a refresh across global markets. We’ve created an entirely new visual identity that ushers in a new era of modernity, flexibility and dynamism for the brand, and we’re excited to see it rolled out on an international scale”.
Lastly, David Heasty, design lead comments, “Collaborating with Japan Airlines on the redesign of their visual identity was a dream project. Each design element was carefully crafted to honor the legacy of Japan Airlines while infusing it with a fresh, contemporary energy that speaks to the spirit of innovation that is so core to the brand’s ethos. We embraced the challenge of reimagining the airline’s visual identity and exploring new possibilities to create something truly timeless.”
Singapore – Strategic marketing and brand consultancy Flying Fish Lab has announced new appointments namely Alim and Wenjie Cai as senior catalysts, as well as making significant strides in its global expansion.
Alim brings an extensive background that started in Research Agencies, before transitioning to the client side in Consumer Research and later in Brand Management. Wenjie has a solid FMCG Marketing background, to which he then added a robust number of years working in Marketing capability, in the consulting industry.
These new senior talents will play a key role in enhancing Flying Fish Lab’s capabilities and boosting its ability to further speed up growth.
In addition to bolstering its leadership team and client roster, Flying Fish Lab is making significant strides in its global expansion. The company has recently entered the European market, with offices in Lisbon, Paris and Milan, and is planning to expand into the Gulf countries next, reflecting its intention to better support the needs of its growing and geographically dispersed client base.
Mário Braz de Matos, co-founder and CEO of Flying Fish Lab, said, “Alim and Wenjie are the sort of talent that strengthen our team’s ability to deliver Controlled Disruption to clients. Their significant experience complements the current leadership team, and their values align with our mission to help companies grow using ‘Controlled Disruption’.”
He added, “These exciting changes reflect our ongoing commitment scale in a way that stays true to our values, delivering to our clients without compromising on quality standards. Our new leadership team, strategic client acquisitions, and global expansion are all part of our broader vision to drive ‘Controlled Disruption’ and help deliver transformative results for clients. We are poised for an exciting future and look forward to the continued success of our clients and team.”
Jakarta, Indonesia – Paint company Asian Paints has tapped Moonfolks for an end-to-end integrated campaign for its ‘Infinito System’ product lineup–a comprehensive five-product range designed to fix an array of wall problems, ensuring long-lasting beauty.
Moonfolks developed the name, branding, packaging, shopper and communication materials and managed the media planning and buying. The PR campaign is also led by Moonfolks.
In addition, the entire ‘content to commerce’ framework will ensure achieving upper and lower funnel metrics for the brand, meeting objectives of leads and conversion. This will ensure that the campaign reaches the right audience through the most effective channels, including social media for which there’s a robust content strategy.
Regular updates and interactive content will keep the campaign vibrant and engaging on social media. Besides, the campaign involves an influencer strategy, using credible sources to drive authenticity for the value proposition of the ‘Infinito System.’
Through this collaboration, the aim is to ensure that Indonesian homes achieve long-lasting beauty, extending beyond the campaign and enduring for infinity.
The branding ‘Infinito’ itself is derived from the Italian word for infinite, with the logo incorporating the infinity symbol within the letter ‘N,’ emphasising the concept of endless beauty and durability while positioning Infinito as the central solution for maintaining beautiful walls in Indonesia.
Moreover, Moonfolks also created the packaging, digital videos, and visuals for the product lineup. Its 30-second and two 15-second videos aims to bring the brand’s belief to life in a story about the never-ending saga of repaints throughout the years, illustrating the need for a proper solution—hence the ‘Infinito System’.
Abhilasha Kannan, managing director at Asian Paints Indonesia, said, “Asian Paints understands the pain points of the consumer, around which we base all our innovations. The creation of Infinito System is no different from that perspective. The Indonesian homeowner needs to be rescued from painting woes they need to go through every year. And so we created a long-lasting solution to have perfect walls that gives homeowners peace of mind for at least 5 years. Communicating a complex system was a difficult business challenge, and Moonfolks was able to simplify every aspect of the brand for us to be able to communicate the benefits of the Infinito System effectively.”
Meanwhile, Anish Daryani, founder and CEO at Moonfolks, commented, “At Moonfolks, we believe every brand deserves a “Moonshot” – our proprietary approach to brand building. We drive commerce for brands combining brand purpose (brand identity and advertising), brand content (digital), brand experience (shopper and activation), brand reputation (PR and influencer marketing) and brand reach (media solutions and content distribution). Birthing the Infinito System, and co-parenting it with the Asian Paints team has been a deeply transformative experience for both the teams. The coatings category in Indonesia has seen little innovation, which makes it disruptive for Asian Paints, while offering genuine value to consumers.”
Singapore – M1, a telecommunications operator in Singapore, has introduced its new sonic branding with an unusual musical arrangement, designed to capture the soul of the brand. The warmth, genuineness, and individualised experiences that the firm values is being embodied in M1’s new sound identity.
Its fundamental components, which include guitars and an acoustic ukulele, provide a relaxing setting that emphasises M1’s commitment to fostering meaningful relationships with its customers.
Moreover, smooth vocals and light percussion are added to create a more upbeat and sounding experience. The telco has also included ethnic instruments from China, Malay, and India into a custom version of the composition, which reflects the multicultural scene of Singapore.
The musical arrangement is M1’s commitment to creating a “Made-to-Measure” brand experience. It is offered in both conventional and cultural versions. It displays the brand’s respect for the varied cultural mosaic that sets Singapore apart, in addition to reflecting its core principles of positivism, authenticity, and teamwork. M1 celebrates individuality and togetherness while attempting to build a personal connection with its listeners through this aural identity.
The new musical identity of M1 will be incorporated into advertising campaigns, customer support correspondence, and digital channels. The goal of this integration is to give customers a consistent and memorable brand experience.
Speaking about the new brand identity, Mustafa Kapasi, chief operating Officer for M1, said, “Our new sonic identity is more than just a sound – it’s a reflection of our brand’s values and our deep connection to the people of Singapore. By celebrating diversity and authenticity through music, we aim to forge stronger emotional bonds with M1 customers and provide them a truly ‘Made-to-Measure’ brand experience.”
Singapore – In an effort to bolster their communications and storytelling engine, Singapore-based cloud data platform for decisions Human Managed has recently announced its current partnership with communications agency Milk & Honey PR.
The collaboration intends to appoint a leadership role for the communication agency in organising their press office activities, thought leadership initiatives as well as fostering its brand awareness.
This is in line with their mission to revitalise the enterprise service model tailored to the current trends in digital businesses that operate with complex data, siloed technologies and legacy architecture.
As a platform for decision, Human Managed serves organisations of all sizes such as essential services sectors like finance, healthcare, education and government. They also offer outcome driven services, end-to-end accountability, speed and a cost-effective pay-as-you-go flexibility with its modular Intelligence Decision Action (I.D.E. A) platform.
Following this significant milestone, Karen Kim, CEO at Human Managed, shared her thoughts on this affiliated appointment, saying “As we enhance our offerings, expand our product features and grow our portfolio of customers, we have an equally ambitious communications goal. We needed a PR partner that can translate our expansive products and services into media and customer-friendly messaging as well as build our communications and storytelling engine.”
“The Milk & Honey PR team really took the time to understand our business, developed a strategy that will nurture our brand and bring the Human Managed story to life,” she added.
Meanwhile, Meilin Wong, partner and CEO at Milk & Honey PR Singapore, commented, “We’re very excited and proud to be supporting a company that puts innovation and impact front and centre of everything they do. We love that Human Managed is all about empowering their customers do better business, an ethos that aligns well with Milk & Honey’s own.”
Headquartered in Singapore, the self-funded five-year-old tech start-up currently has a team of over forty employees and offices in the Philippines, India, and Hong Kong.
In conventional business knowledge, we’ve been taught that Sales and Marketing should go hand in hand in driving company profits and can define a brand’s success and sustainability. Traditionally, it is even considered a unified department in most companies, and employees belonging to these teams tend to handle both functions. However, in the digital age, Sales and Marketing have been more fragmented than ever.
With the rise of many specialist digital domains – e-commerce, user experience (UX) design, digital media, content marketing, search engine optimization, and the like; nowadays, salespeople and brand managers tend to clash, if not work in siloes. This is probably because of the lack of specialist knowledge and/or limited opportunities to sit in one room and collaborate as much as possible—this then results into teams with siloed objectives and different measures of success.
“We need awareness to drive sales,” says the Brand Manager
“We need to hit our sales quota now!” says the Sales Manager
“Where’s my revenue?” asks the CEO
..and now there’s: “Our campaign is successful because our latest post received 10,000 likes!” as happily boasted by the Social Media team.
Can Brand Building and Sales Promotion really work hand-in-hand? This article isn’t meant to disrupt existing knowledge as plenty of evidence has already proven that they SHOULD work together. Instead, this article aims to flesh out some other underlying ‘realities’ of why building brands and driving sales is still hard to marry.
A Perennial Question in the Boardroom
Having experienced both agency and client sides, I’ve seen these questions pop out in meetings most of the time, especially during the Annual Planning season. But unfortunately, there has been no clear and conclusive answer up to now.
As companies (both big and start-up companies alike) are further squeezing in marketing investments, top management and procurement teams are pressuring teams more than ever to do more with less. So these boardroom conversations tend to skew favourably toward reporting immediate numbers in measuring success. In short, it’s all about the bottom line. This then creates a culture of (over) performance-oriented mindset in most organisations which can paralyze strategic growth opportunities in the long run, usually achieved through strategic brand building.
Sales-Driven versus Brand-Driven Culture
Whilst most companies have Sales and Marketing teams, not all are created and understood in the same manner in the sense that one tends to take the leading role over the other. Some organisations do put greater value on the importance of long-term brand building – i.e. usually amongst large consumer goods and other fast-moving industries. In this case, Brand Managers ought to be the captain of the ship.
On the other hand, industries like technology and those in the Business to Business (B2B) sector tend to believe that ‘Sales is king’ all the time. Hence activity is skewed toward campaigns generating an immediate return on investment (ROI) either in the form of acquisition revenue or qualified leads.
There’s no right or wrong here. But knowing the dominant culture internally helps in providing a better perspective of why it can be a challenge to sync these functions harmoniously.
Confusing the Role of Advertising
Another ‘blurry’ understanding for some companies is the role of Advertising. As a core component of the Marketing Mix, Advertising works in 2 ways to drive business growth – 1) Building strong brands and 2) Driving revenue via direct response sales promotions. Sustainable business growth can only be achieved through the right mix of these 2 important elements working together towards a single overarching objective. However, in reality, not everyone does understand it from this perspective.
If you talk to a hard core salesperson or a start-up owner, he or she would usually argue that every advertising dollar MUST sell or else it is just a waste of money. This then creates a mismatch between the (real) campaign objectives and (perceived) KPIs – Awareness campaigns are sometimes thought to be measured by sales, whilst Sales Promotions are thought to drive Top of Mind Awareness and increase Market Share for the brand.
So how?
Modern Marketing states that the right balance of Brand Building and Sales Promotion activities is the key to unlock sustained brand salience and profitability. But as we already know, it is easier said than done. Below are just 3 tips that marketers can consider as an initial head start in this journey:
Start with the 60-40 Premise. Renowned marketing experts Les Binet and Peter Field studied several brands and they find that the ‘optimum’ split to drive business growth is 60-40 in favour of brand building. While brand building takes a longer route, brand building investment (through consistent communications and repeated exposure) tends to compound in the long run. It must then be complemented by sales promotion activities that produce immediate trigger to purchase.
Yes, this is not THE sole rule as all companies are different. But we need to start somewhere right? And I think the 60-40 split is already a sweet spot and more feasible to take action without greatly sacrificing one over the other.
Ensure Mental, Physical (and Digital) Availability. In the best-selling book series ‘How Brands Grow’, authors Byron Sharp and Jenni Romaniuk provided a lot of thought-provoking wisdom even to experienced Marketing and Sales professionals. Along with sufficient investment in brand building and sales promotion, one of the learnings from their study is the importance of Mental and Physical availability.
Mental Availability emphasises the need for distinctiveness in communications that’s memorable and easy to recall (versus just riding with any fad or too much differentiation). With Physical and Digital Availability, it is about ensuring that the brand is present in as many channels of consumption as possible- physical retail, own online store, online marketplaces, affiliate networks, etc. The buzzword we hear nowadays in Marketing is OMNICHANNEL. Hence both Marketing and Sales teams need to develop a consistent and convenient consumer experience TOGETHER.
Break the Silo by Establishing Multi-Functional Teams. One effective way to break the silo is establishing so-called ‘Multi-Functional’ Teams – a task force consisting of different sales and marketing disciplines dedicated to discussing and aligning plans and strategies on a regular basis.
In some companies, this would even include product development, corporate communications, and finance –- any team that plays an essential role in the execution and amplification of the campaign or innovation project. Depending on company size, these multi-functional teams can be created by product category (mostly for consumer goods) or segment (B2C and B2B). Meeting together is 1 thing. The more crucial matter however is what comes out of these meetings.
Based on experience, what works best is a meeting that would have these components:
Discussing 1-2 max main topics in the meeting agenda (i.e. campaign planning, post-campaign / promotion review, etc).
One meeting lead and a highly selected group of attendees – not necessarily senior people, but those who can really contribute significantly based on his/her domain of expertise. Based on experience, the meeting can be chaired by the Brand Lead / Sales and Marketing Lead.
Arriving at a key decision by the end of the meeting. This is one part that is missed many times in meetings like these. It is crucial that the meeting ends with a decision or direction agreed upon by ALL parties in the room. It can be a decision on KPIs, strategic communication direction, and/or key target audiences.
Post-meeting follow-through. Lastly, action points must be checked diligently and accomplished by all parties.
Sales and Marketing are indeed one of the key elements in a company’s success. A brand’s business growth requires a synergy of long-term strategic planning and consistency in communication across Paid, Owned, and Earned channels combining emotional priming and persuasive campaign tactics.
I’d like to compare them to a marriage. They each play an important role, and hence one must not overpower the other. It may sound so cheesy but if you think about it, both teams can work out harmoniously if 1) They can both address perennial yet critical questions; 2) Understand the perspective of one another and make compromises if needed; and 3) Take any action, no matter how small, in addressing challenges. As with any successful married couple, it takes 2 to tango to live happily ever after!
This article is written by Mark Opao, Communications Planning Partner of Kaspersky for APAC.
The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023. What’s NEXT 2023is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.
If you are a marketing leader and have insights that you’d like to share on upcoming trends and practices in marketing, please reach out to [email protected] for an opportunity to be part of the series.
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