Hong Kong – To further raise public awareness of environmental protection, Colgate is launching the ‘Small Act–Big Smiles’ initiative with Watsons Hong Kong, which aims to collect used tubes of any brands from consumers at nearly 180 Watsons stores in Hong Kong and transform them into valuable resources. 

This initiative encourages consumers to become more mindful of their recycling habits and take proactive steps.

Starting today, nearly 180 Watsons stores across Hong Kong are now equipped with collection stations where consumers can drop-off their used toothpaste tubes from any brands and they further will be sent for recycling. To incentivise this program, MoneyBack members who purchase Colgate selected range of recyclable toothpaste tubes with the recycling logo at Watsons stores will earn double MoneyBack points, making it easier than ever to support sustainable practices. 

Additionally, customers who bring back a used toothpaste tube of any brands to Watsons will receive a HK$10 Colgate voucher, which is redeemable upon purchase of HK$99 or more on Colgate products in any Watsons store. This incentive structure is a token of appreciation for consumers demonstrating mindful recycling behaviour. This small act of returning toothpaste tubes can initiate a chain of significant impacts on society.

The collected tubes will further be segregated into recyclable and non-recyclable tubes. All used recyclable toothpaste tubes will be handed over to Colgate’s green partners, The Loops and Gaau1Up, who specialize in recycling plastic waste into useful products with injection molding technology. The non-recyclable tubes collected will be repurposed into building materials. This way the collected materials will be reused again. 

Once recycled, these tubes will be upcycled into stationery items, which will be distributed to the underprivileged children through the Hong Kong Young Dentist Federation. To maximise the reuse of plastic waste and instill the principles of upcycling in the next generation, Colgate will also organise workshops for the underprivileged children as part of their ‘Bright Smile, Bright Futures’ program, which aims to provide oral health education, free dental screenings, and referral services to these children. 

These workshops will also raise awareness about the current plastic waste challenges in Hong Kong and inspire students to take small steps toward it. Colgate strongly believes these small steps will lead to a future everyone can smile about. 

Meenakshisundaram Chandrasekar, SVP customer development for Asia-Pacific at Colgate, remarked, “Plastic waste mismanagement is a major challenge for our generation, and we are all part of it. Although we have developed a recyclable tube, it is essential that we as a society embrace more mindful recycling habits to make these innovations more impactful. Through the ‘Small Act- Big Smiles’ program, we strive to influence positive behaviors and make meaningful societal change and we are very optimistic that people will fully support and make it a consistent habit.”

Meanwhile, Samuel Lee, managing director of Watsons Hong Kong, said, “Watsons has been driving sustainability consistently. Over the past decade, we have implemented numerous recycling initiatives and actively partnered with business partners and recycling organizations. In the past four years, we have successfully recycled 1.2 million empty bottles for recycling, including beauty & cosmetic, personal care and healthcare products, as well as milk powder tins. This achievement is equivalent to the height of 1,060 buildings of Cheung Kong Center. We are thrilled to collaborate with Colgate to extend our recycling efforts to toothpaste tubes of any brands. With our reward incentives, we aim to encourage greater customer engagement. Together, let’s ‘Look Good, Do Good, Feel Great’.”

India – Colgate-Palmolive in India has unveiled its latest campaign, ‘#TheDailyGrind,’ under the Colgate Strong Teeth brand, addressing the widespread rise in snacking habits across India that contribute to tooth weakening and negatively affect overall oral health.

Colgate’s campaign draws from a study revealing that 44% of Indians are snacking or drinking at any given hour, a behaviour prevalent in both urban areas with frequent munching and rural regions with constant tea and snack breaks.

The campaign highlights how frequent daily snacking accelerates calcium loss from teeth, leading to weakening over time. It also spotlights Colgate Strong Teeth’s formula with arginine and calcium boost technology, which are designed to help replenish lost calcium and strengthen teeth.

Created with Ogilvy India, the campaign features two films following the daily routines of two fathers, one urban and one rural, constantly snacking. Concerned by their behaviour, their sons explain how frequent eating causes calcium loss in teeth and introduce Colgate Strong Teeth as the solution to restore it for better oral health.

The film has been rolled out in two versions across India and contextualised to resonate with diverse audiences.

Speaking on the campaign, Gunjit Jain, executive vice president of marketing at Colgate-Palmolive (India) Limited, said, “8 out of 10 Indians suffer from cavities; only 1 out of 10 realise that they do! The extent of the issue is alarming because we all end up eating food multiple times in a day. This leads to teeth losing calcium through a process known as demineralisation.”

“Frequent snacking will only increase during the upcoming festive season. Just the act of brushing teeth with Colgate Strong Teeth toothpaste can be a savior! Its unique Arginine and Calcium Boost technology remineralises teeth by restoring the lost calcium, making them 2X stronger. Now we can enjoy our favourite foods without the worry of developing cavities,” Jain added. 

Kainaz Karmakar and Harshad Rajadhyaksha, CCOs from Ogilvy India, also commented, “Colgate Strong Teeth explains itself by its name. Our job in communication is to bring that alive in different ways. This year, our insight is about how we end up using our teeth more than we should. How? By munching something or the other all day. This is not about being a foodie or a glutton. If you see the film you realise it is simply the way life is nowadays. Seen through the eyes of a son, the film and the accompanying song, tell the story of a man who ends up eating from morning to night. Credit to Juneston Mathana, our ECD on Colgate and Amit Sharma, from Chrome Films for making this piece so much fun.”

Australia – Colgate has been championing the importance of inclusivity through its ‘Smile Strong’ brand platform, and today, we see its ANZ team bringing a stride to this mission for the belonging of athletes. Previously, the brand has partnered with Australia’s football league, the AFL, and a new project has come to the fore that involves an innovative sports equipment prototype. 

Called the ‘Hear Gear’, Colgate and agency VMLY&R have tied up with sports equipment maker Steeden to develop a headgear that is suitable for deaf and hard-of-hearing athletes. Traditional headgear is designed to sit flush against the head to protect the wearer, but this would also mean that for a player donning a hearing implant, not being able to maximise such assistance as the standard headpiece also absorbs the vibrations that carry sound to it.

Ideated by VMLY&R and designed, tested, and built by Steeden, the creation of ‘Hear Gear’ aims to help to create a more equitable environment for hearing-impaired athletes. It uses a new mould with redesigned padding that both accommodates and channels sound to the hearing implant. The lines external to ‘Hear Gear’ represent the sound that is now being channelled towards the ear. 

Anthony Crewes, marketing director of Colgate-Palmolive ANZ, said the ‘Hear Gear’ project is a truly meaningful expression of its ‘Smile Strong’ platform. He shared that it is mainly inspired by QAFLW athlete Jamie Howell’s real-life experience as a hard-hearing sports player, which in turn, could have wide-reaching effects in the whole of Australia. 

“Now, we have moved from telling stories to actively creating them!” remarked Crewes. 

Back in September 2022, we hear Howell’s story for the first time under the ‘Smile Strong’ campaign. For the present project, Colgate has unveiled a short film that shows the amazing design of ‘Hear Gear’ and Howell trying it out for herself. 

Colgate has funded the first production run of ‘Hear Gear’ via Steeden, which is the sole owner of the design, in order for AFL players to start having a more fulfilling and comfortable experience on the playing field. 

“We are so fortunate to work with a brand that doesn’t just talk about optimism, they do things in the real world to create it,” said Paul Nagy, CCO of VMLY&R AUNZ. “It’s a connected brand really having a positive impact. Hear Gear is a simple tool that gives more Australians the ability to enjoy sport just like everybody else, and I’m proud to have been a part of it.” 

Malaysia – Colgate in Malaysia has launched a new installment for its global-wide inspirational brand campaign titled ‘Smile Strong’ that seeks to champion positive change within the community, particularly during uncertain times. This new brand film highlights the ‘power of smile’ in the face of adversity.

The latest film tells the story of Malaysian singer, songwriter, and rapper Airliftz, who despite relentless challenges throughout his life brought by his in-born facial deformities, continues to ‘smile strong’. The 24-year-old Kajang artist was born with a nose missing cartilage, making him instantly recognisable by his unconventional appearance.

Developed in collaboration with Red Fuse, WPP’s integrated global team dedicated to serving Colgate-Palmolive, the cinematic direction of the film takes the viewer on a journey through Airliftz’s life from childhood, giving a very real insight into what he has faced throughout his life. 

Moreover, about 90% of the film is shot from the back, retracing significant and often heartbreaking moments in his life, until he walks from the dressing room to the stage where he is greeted by thousands of excited fans. The contrasting stories aim to demonstrate how his willpower and determination have broken through societal biases, which ultimately led him to share his passion with the world.

Colgate said that Airliftz’s poignant story was chosen to inspire and remind Malaysians that with perseverance and a positive attitude, we can all achieve great things that can change our life forever.

See Mei Sin, associate marketing director for Oral Care at Colgate-Pamolive, said, “Colgate believes that everyone deserves a future they can smile about – no matter the age, race, gender, or simply one’s looks. It is our hope that Airliftz’ story inspires an optimistic spirit within Malaysians – that there is true power in our smile, regardless of our circumstances.”

Meanwhile, Adrian Miller, chief creative officer at Ogilvy Malaysia, shared that in the toothpaste category, they don’t tend to see much deviation from the norm when it comes to brand storytelling, and so, they always ask themselves how can they bring a fresh perspective to well-trodden territory.

“By keeping the protagonist’s face hidden throughout the commercial and juxtaposing the harsh realities of his past life with the adulation he’s receiving in the present we created a film that will intrigue the viewer. In a world of disposable content, the best we can hope for is for people to watch to the very end and the least we can do is reward them for doing so,” said Miller.

The new film will be running in cinema and digital until December 2022.

Hong Kong – More and more brands are heeding the call for sustainability, and toothpaste brand Colgate is strengthening its commitment to social impact through finally making its toothpaste tubes recyclable. In line with this, the brand has released an engaging campaign that introduces its newly revamped packaging – via the personification of ‘Colley’. 

Through advert shorts, ‘Colley’ is seen as laidback and funny where it says recycling is ‘fun’ except when it’s a ‘joke’ you’re repurposing. The campaign is developed by Red Fuse, WPP’s integrated global team dedicated to Colgate-Palmolive brands. 

Called ‘Share the Answers’, the campaign ultimately champions Colgate’s use of HPDE recyclable toothpaste tubes.

“We are committed to [helping] find solutions to the problem plastic represents for the planet. And we want to do it holistically [by] making our products recyclable whilst simultaneously educating people and collaborating with organizations on the ground,” said Yves Briantias, Colgate’s VP of marketing for APAC. 

Regional ECD of Red Fuse Kenny Choo said Colley, the recyclable tube, is full of energy and optimism and will often be found chatting about recyclable plastic with Genny, the animated tube character that is a complete contrast – not recyclable.

Choo said, “We want to help people understand the new technology of Colgate’s recyclable tube in a fun and engaging way, and Colley brings that ‘refreshing’ appeal to the toothpaste category…we feel that these characters will permeate through cultures and across continents for both Colgate and consumers. We have developed content that will appeal to all generations and that will help to encourage more discussion around recycling and sustainable habits.” 

Colgate has actually pledged to design and deliver circular and alternative solutions for all its products as part of its 2025 Sustainability & Social Impact Strategy. 

The present campaign with ‘Colley’ was first launched in Australia and is expected to be adopted across other APAC markets. It has already been rolled out across Facebook, YouTube, and TikTok and will also be including in-store promotions. 

Manila, Philippines – Following the success of the #SmileStrong campaign launched in 2020, Colgate in the Philippines has launched its latest ad under the campaign, which is a call to action for viewers to have the courage to take action, regardless of life’s challenges.

The previous local campaign featured various personas, namely teacher and motivational speaker and born with down syndrome Brina Maxino, local actress Candy Pangilinan who is mother to a son who has ADHD, and Arizza Nocum, peace advocate and entrepreneur who co-founded KRIS, a non-profit organization promoting peace through education. Said campaign saw the personas share people’s judgments of their capabilities and capped it off with a positive “I smile.”

In this latest ad, Colgate features Marlon Fuentes, a Grab taxi driver who has Tourette syndrome. In it, Fuentes describes that due to his condition, including uncontrollable body movements and twitches, he is easily being judged by many passengers. However, he goes on to say that he can’t just simply shrug off the negative impressions from other people, as he chose to accept who he is.

The campaign’s inspirational tone exudes the campaign’s goal of staying positive, with Fuentes stating that just like how he takes care of his own family, he too can assure his passengers that he will drive them safely to their destination.

“Moving ahead into 2022, the Colgate team are continuing their ambition to deliver real impact on society and elevate equity across borders. In the Philippines the team looked for new personalities to lift the spirits of the nation battered by the ongoing pandemic. The sense of ‘pangiti-ngiti lang’ (just smiling through it) was prevalent, and the team wanted to find true optimists whose spirit would rise above this,” the company said in a press statement.

The campaign was made by Red Fuse, WPP’s integrated global team dedicated to serving Colgate-Palmolive.

Speaking about the creative process of the campaign, Dino Ocampo, executive creative director at Red Fuse said that it was a pleasure to highlight the heroism and inner strength of a driver with Tourette’s syndrome, and show how he manages to overcome not only his condition, but the prejudices of those around him. 

He added that Fuentes’ captivating optimism has managed to transform and elevate all of them at the team who were fortunate enough to work with him.

“With the pandemic reaching a critical point in the Philippines throughout the last year, overall community morale was at an all-time low. Trying to push a message of optimism in a time and place where people could barely find a reason to smile, was a challenge,” Ocampo stated.

He added, “Meeting Maron was like a breath of fresh air. He inspired us all. Our talented director Direk Joel Limchoc, was energized by his outlook and really set the tone to build his story in a way that was meaningful to us all and which also aligned to Colgate’s stance on ‘Optimism in Action’.”

Colgate’s #SmileStrong campaign is an ongoing brand campaign which aims to focus on equity advertising by highlighting select people as their ‘muses’ to best represent their vision of creating ‘a future for everyone to smile about’. The campaign itself has been rolled out in the past few years in the region, including in Thailand and Malaysia.

Bangkok, Thailand – When dealing with tough times, smiles work as affirmations that boost one’s confidence, and with this, Colgate Thailand seeks to encourage the locals to embrace resilient smiles through its newest campaign titled ‘#YimsuGeneration’, following last year’s #Yimsu campaign, which in English translates to ‘smile strong’. 

Created in collaboration with creative agency Soho Square Bangkok and Red Fuse, WPP’s integrated global team dedicated to serving Colgate-Palmolive, the campaign aims to empower Thailand’s generation of today to not only keep smiling but be resilient enough to thrive. 

The latest ‘#YimsuGeneration’ campaign features the true story of Thun-Nitcharee Peneakchanasak, whose life took an unprecedented turn as she lost both of her legs in a train accident at the age of 14. Nevertheless, Thun and her father have not lost the ability to keep smiling and found the strength to pursue a new dream. 

Colgate believes that Thun embodies the Yimsu ideal and becomes the face of a generation hit by soul-crushing crises yet remaining positive and resilient through a difficult time.

Soho Square Bangkok’s Executive Creative Director Andrew Chu shared that this latest campaign from Colgate Thailand aims to strengthen the Yimsu concept laid out by previous campaigns under the same theme.

“By showing Thun’s story, we want to highlight that despite a family or parent’s best interests for their kids, life doesn’t always go as planned, and the most important thing is to never give up. We hope that Thun’s optimism can inspire people of all ages to become more resilient and smile strong through all the challenges they face these days,” said Chu.

Meanwhile, Arisa Ruchirawat, Colgate-Palmolive’s marketing director for Oral Care, commented that since their first #Yimsu campaign last year talking about the power of smiling through adversities, Colgate Thailand has committed to inspiring Thais to embrace the spirit of optimism and resilience to help them get through obstacles in life. 

“We believe that despite whatever happens, with the right perspective and mindset, they will be able to rise above the challenges and build a better future for themselves,” said Ruchirawat.

The campaign is now available in long-form content and TV commercials, along with integrated communications across digital and activation.

London – Branding is a multi-dimensional endeavor, and there could never be too many facets for companies and products to unearth in the goal to serve fresh and ingenious ways of asserting one’s identity. In light of recent developments among brands, it seems that to extract the ‘gem’ in branding is to simply pay attention to one of our God-given senses – our sonic appetite. 

In a new announcement, Colgate has revealed that it will now be joining the earlier adopters of audio branding such as McDonald’s and Intel, to develop its first-ever global sonic identity. 

So how will Colgate sound like? In a feature published on YouTube by MassiveMusic, the international creative music agency in London tapped by the brand to develop its sound, it is said that the audio will simply carry these important elements – strong beat, bright sounds, and ‘surprising moments’. 

Most importantly, it will feature ‘humming’ – which had been decided as the centerpiece of the branding’s ‘big idea’ on ‘Optimism’.

In partnership with its New York team, MassiveMusic shared that in the mid of conceptualization, they have been trying to uncover what ultimately makes a sound ‘optimistic’. Optimism has been Colgate’s core value, never leaving the sight of its campaigns through the years, and it was crucial that the audio embodies it and sounds like it. 

This is in turn has motivated the team to turn to the power of science. According to MassiveMusic, they spoke and worked with academics, ethnomusicologists, and neuroscientists, and at the end of their research, they have been directed to one simple but authentic signifier of positivity – the human hum. 

In the same feature, viewers are taken to the first listen of the sonic identity – an upbeat and cheery hum – that would go in sync with the smile visual animation in the Colgate logo. 

The sonic identity consists of a blend of both female and male tones, and the sonic logo was meticulously recorded in such a way as to sound “very real, close, and natural.” 

The choice of key was also based on research, selecting the ‘D Major’ which is widely accepted as optimistic in nature. The agency said the choice of notation and the portmanteau bend towards the end of the sonic logo was also deliberately thought of to create an activating feeling without being overbearing. 

Roscoe Williamson, global creative strategy director at MassiveMusic, shared that the biggest challenge of the project was its complex nature – the need to create a system of branded ‘watermarked’ music, stemming from a sonic DNA that would be adopted by more than 200 countries and across a broad range of platforms and mediums. 

“And so we created a sonic architecture that could handle this complexity and an overarching aesthetic to the new Colgate music and sound that has universal appeal. To do this, we worked with a team of academics and experts and were able to define music and sound cues that throughout history have represented optimism. These cues are at the heart of Colgate’s new sonic brand and have enabled a flexible system that represents the optimistic nature of the brand in a highly distinctive and holistic way,” said Williamson. 

Meanwhile, Jared Richardson, global head of design at Colgate, commented, “It really was an incredible experience developing the sound of Colgate with MassiveMusic. The process, collaboration, and outcome were fascinating and really enjoyable. The result is a strategically valuable asset that will play out across our global marketing campaigns. We look forward to continuing developing this side of our brand.”

The new sonic brand will be rolled out across North America, Latin America, Europe, Africa-Eurasia, and Asia. 

Jumping off the icebreaker of the year, the list this February is another group of brands showcasing innovation and over-the-top creativity. Three out of five are marketing campaigns hailing from Malaysia, with one region-wide; while stories of new leadership appointments, with new hires tasked to take the helm of an Asia-wide team, continue to inspire this month. 

Based on Google Analytics from 16 January to15 February, here are the top 5 stories for February.  

Top 5: SUBPLACE’s ‘Founder Story’ campaign 

When SUBPLACE launched in December, it became the first-of-its-kind, offering an all-in-one marketplace for products on a subscription-based service. In order to encourage merchants to hop on the said business model, it rolled out its ‘Founder story’ campaign

The unique proposition that SUBPLACE offers pushed it to similarly offer innovative marketing strategies. In the ‘Founder story’ campaign, it roped in the founders and CEOs of five of its partner brands to talk about each of their brand stories and why they chose the subscription model. The brands featured were probiotic drink Yakult, health and wellness retail chain store, Ogawa, and intimate health and aesthetic clinic, Clinic Rui, among others. 

SUBPLACE CEO Mak WH shared to MARKETECH APAC, “We invited our biz partners to be storytellers, to talk about why they chose to adopt the subscription model in these challenging times, and what their inspiration for doing so was. Through these short features, we also introduce the subscription business model to viewers and convey how this model differs from other business models through first-hand accounts from business owners,” said Mak.

Top 4: dentsu announces new chief growth officer for CXM

Global media and marketing network dentsu international is continuously bolstering its leadership, unveiling veteran hires from time to time; and for its customer experience management business in APAC, it has appointed digital and tech veteran, Rachel Ooi, as its chief growth officer.

Prior to joining dentsu, Ooi has worked for professional services company Accenture as managing director for Industry X.0, the firms’ digital and tech solutions for businesses; and for multinational conglomerate General Electric (GE) as general manager for the ASEAN enterprise sales, as well as leading GE’s Ecosystem Alliance for the APAC region.

For her role, she will be responsible for bolstering dentsu’s CXM regional footprint through new business and organic growth, working closely with the leads of the network’s Media and Creative divisions on integrated opportunities. 

In an exclusive conversation with Ooi, she said that the pandemic has turned the CXM landscape around, where everyone is transiting to a ‘Digital Genesis’ era. 

“In the past, database marketing is the way to go, direct marketing is the way to go. [Right now], we’re talking about leveraging not just on technology, data, but also enhanced creativity, working closely with the ecosystem,” noted Ooi. 

“Here in dentsu, even Merkle, we aim to achieve [and differentiate] by giving competitive advantage to brands and clients. We do that by having a different perspective, no longer just advertising, marketing in siloes, sales, and commerce; we look at it as a full perspective [on] how we can be a strategic partner to clients.” 

Top 3: Creative tech development company Adaptis appoints seasoned business development executive Joven Barceñas as head of growth

Joven Barceñas, former head of advertising and sponsorship sales at Lighthouse Independent Media, the publisher of Singapore-based Marketing Magazine, has been named as head of growth at Adaptis

Adaptis is a collective of digital development studios strategically located in Europe and Southeast Asia, providing experience-led technical capabilities to global clients. 

With the role, Barceñas will be responsible for growing the business of the firm through business development and marketing, as well as improving processes within the function. 

Having almost a decade of experience in media, marketing, and technology, Barceñas shared that he chose to further focus on the latter as the industry of technology keeps on evolving and that he aims to be in an environment that presents consistent innovative offerings to improve results for clients.  

“In my current role at Adaptis, I was very fortunate to have been working with very talented people in technology development, and I’m learning a lot about UX, UI, and how machine learning or AI works,” he said. 

Top 2:Kingdom Digital delivers 300 personalized digital ‘thank you’ cards for its 2020 wrap up

Social and content agency Kingdom Digital in Malaysia exercised its expertise in social media and digital creatives when it went the extra mile for its 2020 year-ender special, delivering and publishing over 300 personalized ‘thank you’ cards, to clients, media partners, and employees.  

In the form of 8-second clips, the agency curated a sincere and unique message for each receiver, all posted and published on its Facebook and Instagram Stories. 

Its Head of Strategy Edmund Lou let us in on the agency’s conceptualization process for the initiative, sharing that the team decided to push through with it, knowing how digital cards increased in popularity during limited physical contact at the middle of the pandemic. 

Lou said the team had to appoint designated writers and make use of a proprietary system, Digital Creative Automation (DCA), in order to pull off the moving banners which required 170 varied visuals and copy. 

Top 1: Colgate’s ‘Made for Greatness campaign’

The top story for this month can be considered as a dark horse in its own right–Colgate’s ‘Made for greatness’ campaign which was first released a little while back – in November 2020 – and coming through the ranks, garnering the most views for the month. 

The campaign is for its hardworking formula, Colgate Total, where it featured professional climber and Academy Award-winning documentary director, Jimmy Chin. The spot shows Chin climbing an arduous mountain, but succeeding in the end, bringing the message of strength and ‘greatness’ in tandem with the Colgate brand. 

In an exclusive conversation, Lyndon Morant, Colgate-Palmolive’s regional marketing director, shared that the theme of greatness came about in answering the question “Why did we make Colgate Total?”

“The answer is that we designed [it] for those people, for whom the highest grade [and] the highest performance in everything that they use makes [a] difference,” he said. 

Watch the live report of the top stories for the month on our YouTube channel, where we give you exclusive appearances from the newsmakers themselves.

This is in collaboration with Malaysia-based media company The Full Frontal.

Kuala Lumpur, Malaysia – Following a successful partnership with Ogilvy Malaysia on the back of its inspirational ‘Smile Strong Bersama’ campaign in 2020, Colgate-Palmolive in the country has extended its remit with the agency.  

The appointment will see Ogilvy undertake strategic and creative communications, digital, and social media duties throughout 2021 across all Colgate-Palmolive’s business including its oral care and home care brands such as Colgate, Softlan, and Elmex. 

Edith Marquez-Reyes, marketing director of Colgate-Palmolive for Malaysia, Singapore, Indonesia, and Brunei, said that due to the successful run of the ‘Smile Strong Bersama’ campaign, the company has gained confidence to hand the marketing business of its entire portfolio of brands to the agency this year.

“We believe Ogilvy is one of the best creative agencies for us to collaborate and together, we can continuously drive growth for our brands in Malaysia,” said Marquez-Reyes.

Meanwhile, Chief Executive of Ogilvy Malaysia, Nizwani Shahar, commented, “Colgate-Palmolive carries some of the most iconic brands that can be found in almost every household across the globe. We are so proud to be able to work with these brands alongside the Colgate-Palmolive team who have shown they are willing to take calculated risks to make their brands matter.”

Ogilvy will be driving Colgate-Palmolive’s business in Malaysia in collaboration with Red Fuse, an integrated global WPP Team dedicated to serving Colgate-Palmolive worldwide.

In November, Red Fuse has also launched a uniform region-wide campaign in Asia, ‘Made for Greatness’, partnering with Academy Award-winning documentary director Jimmy Chin for its Colgate Total brand.