Marketing Featured South Asia

Sephora India names Yellow as new creative agency partner

Mumbai, India – Global cosmetic retail giant Sephora has appointed Mumbai-based creative agency Yellow to be its creative agency partner in India.

As part of the remit, Yellow will be responsible for Sephora India’s online and offline communications, including social media, celebrity campaigns, and e-commerce. 

Moreover, the partnership will help Sephora bring the global experience to Indian consumers across all touchpoints. The chief prerequisite for the brand’s new agency will be to navigate the burgeoning Indian market while keeping intact its core values and global identity.

Sephora is a luxury beauty retailer that offers a well-curated selection of makeup, skincare, and fragrance brands. Its India business is helmed by Arvind Lifestyle Brands in India. 

Shrey Doshi, Yellow’s creative director and founder, shared that Sephora is the go-to source for all things beauty and skincare across the world and they are looking forward to working with such an illustrious brand and growing it across India. 

“Over the years, we’ve worked extensively with D2C beauty and skincare brands, and are excited about merging our local know-how with the global expertise that Sephora brings to the table,” said Doshi.

Marketing Featured Southeast Asia

Sun Life SG appoints VCCP Singapore as creative agency partner

Singapore – The Singaporean arm of insurance company Sun Life has appointed VCCP Singapore as its creative agency partner to craft a brand strategy and narrative that resonates with the targeted ‘High Net Worth’ and ‘Ultra High Net Worth’ client segments of Sun Life in Singapore. 

VCCP Singapore will, amongst other things, assist Sun Life Singapore to increase brand awareness and build a premium and highly differentiated brand identity for Sun Life, which is a new entrant into Singapore’s highly competitive and matured financial services industry. 

In addition, as Sun Life Singapore’s full-service partner agency, VCCP will be responsible for brand and marketing campaign development and amplification under the global brand tagline ‘Life is brighter under the sun’, brand strategy, digital communications and customer experience. 

Work commenced immediately and the first campaign work was launched in March 2022. More brand creation works are in the pipeline as of this writing.

Michael Wei, chief partnership and marketing officer at Sun Life Singapore said, “We were impressed with the breadth of financial services experience from the team at VCCP, their understanding of the emerging needs and ambitions of our audience as well as the creativity behind their many works. We’re pleased to have a strong partner in VCCP to help us establish Sun Life brand in Singapore and challenge our competitors in the market.”

Meanwhile, Craig Mapleston, CEO at VCCP Singapore, commented, “Sun Life has a rich and successful history across many markets, and we’re excited to be working with the Singapore team to replicate that success here. It’s such a competitive category, but also one that needs to move much more at the speed of culture. We’re looking forward to providing a differentiated and relevant choice for modern Singaporeans.”

Marketing Featured ANZ

John Gutteridge named as new CEO of Enigma

Australia — For the first time since its inception 30 years ago, Enigma has decided to create a new leadership role to help drive the expansion and growth of the agency with John Gutteridge’s appointment as CEO. He also becomes an equity partner in Enigma and will work closely with Lisa Sutton Gardner, founder and director of Enigma, to realise the agency’s ambitions to grow its services, capabilities, and clients.

Gutteridge brings 25 years of global marketing communications experience to the new role, with extensive experience in leadership, digital transformation, mergers, and acquisitions across APAC. He began his career in London before moving to Australia where he became CEO of JWT Australia and NZ. In 2016 Gutteridge became CEO of JWT and Mirum APAC, bringing together the creative and digital services under one cohesive vision across 17 diverse markets.

In 2019, he returned to Australia to lead the merger between JWT and Wunderman across five offices in Australia and NZ. He briefly left the industry to launch MAWDE, a D2C purpose-driven ecommerce clothing brand manufactures in Australia using sustainable materials.

Gardner, said, “We have run a healthy but understated business for three decades now and have been planning the next chapter for Enigma for more than a year. It’s rare that an agency with its roots in the regional centre of Newcastle, which has an incredible talent bed, has successfully expanded to Sydney and Brisbane – it’s a key differentiator for our agency and I like to say we were ahead of the curve of the ‘work from anywhere’ phenomenon.”

“Gutteridge brings to the CEO role all the skills, experience, energy, and passion I have been rigorously searching for. We found instant chemistry, he and I are both entrepreneurs, and he a great fit for our humble and approachable culture. I’m incredibly excited to work with John to realise our growth ambitions and expanded services,” Gardner added.

Commenting on his new role, Gutteridge said, “I felt inspired at the prospect of returning to the industry for the right opportunity, and this is exactly that. It was apparent very quickly that Garder and the Enigma team have created a fantastic business. Above all, it’s clear there’s a genuine ambition and commitment to take the business to another level and create a truly iconic and distinctive agency for the future”.

Enigma houses creative, media, brand strategy and design, with offices in Sydney, Newcastle, and Brisbane.

Marketing Featured Southeast Asia

Ex-Webchutney Gautam Reghunath & PG Aditiya launch creative agency Talented

India Former Webchutney c-suite leaders – ex-CEO and ex-CCO Gautam Reghunath & PG Aditiya – has launched the new creative agency Talented. 

Reghunath & Aditiya were both homegrown leaders at dentsu webchutney, and together they’ve spent a combined 20 years at the agency. In their official launch release, the duo promises to build a creative agency that returns the advertising industry’s focus back to its talent. 

The duo said that they have radical ideas they believe can fundamentally alter the agency business – including employee ownership and stronger skin in the game relationships with clients. 

“We want to build a workplace where what every member of the leadership & its youngest colleagues think and say about the company, are the exact same. Where our actions and policies back up our words and press releases,” the duo said.

The duo emphasised, “When a client chooses us, we want them to know that we’re committed to putting the sharpest, most motivated talent in front of them. How we operate internally is going to play a huge role in making that happen. And at the end of all of this, we just want to do great advertising.”

Marketing Featured ANZ

Colonial First State taps It’s Friday to launch new brand platfom, first ad campaign

Australia — Creative agency It’s Friday has been appointed by Colonial First State (CFS) to deliver its new brand platform and first advertising campaign since becoming a standalone business in December last year. 

The appointment will see It’s Friday develop a new campaign and brand platform to leverage Colonial First State’s strengths as one of the established retail superannuation and investment businesses in Australia and prominent payer of pensions in Australia after the federal government.

The relationship has been forged as Colonial First State embarks on a new phase as a standalone business with around US$150b of funds under management following the Commonwealth Bank’s sale of a 55 per cent stake in the group to global investment firm KKR. 

Pete Bosilkovski, CEO and founder of It’s Friday, welcomed the opportunity to reengage Australians with one of Australia’s leading wealth management companies. 

“We are delighted to partner with Colonial First State. It’s a real privilege. Colonial First State is an iconic Australian brand that has helped more than three million Australians plan for their future and realise their retirement ambitions to date. The team have huge ambitions for growth, and we are excited by the opportunity to differentiate the brand by charging it with a new kind of energy in this category,” Bosilkovski said. 

Meanwhile, Todd Stevenson, chief customer officer of Colonial First State, said that they are investing more than US$430m into the business over the next four years. Stevenson added that the investment they are putting into their brand is another way CFS is working to power the growth of the almost one million members who trust them to help with their retirement savings and investments. 

“We want Australians to know that CFS and the financial advisers we work with can help them build their super savings and navigate the complexities of the retirement system and we’re absolutely delighted to be working with It’s Friday,” Stevenson said.

The appointments continues It’s Friday’s growth trajectory following the agency’s launch in January with founding client Domino’s, which was followed by the appointment of Cate Mathers as head of strategy.

Marketing Featured East Asia

Creative ad agency Stink Studios adds new China office

Shenzen, China — New York-based creative advertising and digital experience company Stink Studios has opened its second office in China following a period of sustained growth. Located in Shenzhen, the office will be overseen by Ramzi Chaabane, managing director of the company’s Chinese headquarters in Shanghai.

The expansion is due to a deepening commitment to the innovative-focused nature offered by the China market, and the strengthening demand from Chinese tech companies for world-class creative campaigns, design and digital experiences. In addition, Stink Studios also has several high-value clients who have headquarters in Shenzhen, including Tencent, Oppo, and Oneplus.

Being based in New York, the company was early to the Chinese market, first opening its doors in Shanghai in 2015. The creative output of the Shenzhen office will be overseen by Addie Hao, senior creative veteran at Stink Studios, who has relocated to Shenzhen from Shanghai.

Commenting on the opening of the second office in Shenzhen, Stink Studios veteran Hao shared that she’s very happy to bring the good energy from their Shanghai office over to the new location in Shenzhen.

“Being closer to our clients and in the heart of one of the technology capitals of the world is truly amazing. We have been blessed to receive many applications from young designers and developers who were happily surprised to see a leading international creative agency opening in their city,” Hao said.

Marketing Featured Southeast Asia

Virtue boosts creative team at SG hub, appoints Nuno Dores to leadership

Singapore – Virtue, the creative agency powered by VICE, has announced the appointment of Nuno Dores as the new associate creative director to further strengthen the creative team of its Singapore Hub. His appointment comes after award-winning creative Hayden Scott joins Virtue as senior creative director at its India agency based in Mumbai. 

Dores brings with him extensive experience at leading creative agencies in China, having worked at Ogilvy Shanghai and BBH Shanghai on brands including Korean Air, Shiseido, ABInBev, and Google. 

With Dores’ new role, he will be responsible for building work that stands out and changes perspectives and makes people think and act differently, which is aligned to Virtue’s mission to build brands from the inside of culture. He will also be playing a senior role in Virtue’s soon to be launched internship program. 

Ciaran Bonass, executive creative director of Virtue, shared, “It’s clear that Nuno is an avid ad person. His knowledge and love of our industry is prevalent. But what he brings in abundance is a unique perspective on very present cultural issues and creative tension points that are formed from creative excellence and big upstream ideas.”

Dores commented, “I was raised on VICE videos. So in my mind, there was always this fascination with what happens in culture and how it is brought to life in such an engaging manner. To now have the opportunity to work in an agency powered by VICE – and see what happens in culture before everyone else – it’s truly phenomenal.”

In December, former BBH executive Victoria Fernandez joined Virtue’s regional headquarters in Singapore as business director, with additional hires to be announced soon.

Marketing Featured Southeast Asia

Deloitte SEA expands digital practice with two boutique creative agencies

Kuala Lumpur, Malaysia – Global consulting firm Deloitte in Southeast Asia has announced that it is expanding its Deloitte Digital practice in Malaysia and Singapore with boutique creative Pixel People and The Union joining the firm’s ranks. Said endeavour comes in response to increased digital marketing demand from clients, fuelled by the rise in digital usage among consumers.

The added personnel from these two agencies augment Deloitte Digital’s capabilities to offer a deeper and broader range of services to help organisations grow and scale their digital marketing strategies, driving sustainable growth through human-centred experiences.

Fern Yit Lim and Nev Simms, former co-founders of Pixel People, said, “Having worked with Deloitte Digital on past projects, we appreciate the common values and commitment that we share in helping our people and clients succeed. Hence, it was a natural progression for us to become part of Deloitte. We are confident that the combination of our people and our focus on using data to transform our clients’ businesses, and drive their performance marketing will deliver a winning value proposition.”

Meanwhile, Hui Jun Chua, former co-founder of The Union, commented “Deloitte Digital is undoubtedly an integrated experience consultancy that integrates creativity with technology to reimagine brands and customer experiences. I look forward to being part of a team that produces award-winning creative work and contributing to Deloitte’s growth across Southeast Asia in the marketing and commerce space – transforming digital journeys and making an impact for our clients.”

With the two agencies joining Deloitte Digital, they will bring along capabilities in growth marketing and Adobe suite of services.

Eugene Ho, regional managing director for Deloitte Southeast Asia Consulting, said, “I am excited to welcome our new colleagues to Deloitte. With them as part of the team, we will be able to further enhance Deloitte Digital’s offerings and strengthen our position as a leading Adobe consultancy in the region. Their deep expertise and credentials are synergistic with our service offerings, allowing us to drive growth and elevate the customer experience for our clients with data-driven creativity and technology-driven marketing.”

Marketing Featured Global

AnalogFolk launches new consultancy ‘Mindworks Consulting’

London, United Kingdom – Independent digital creative agency AnalogFolk has announced the launch of ‘Mindworks Consulting’, a behavioural transformation consultancy which aims to deliver improved business outcomes through applying behavioural economics to both marketing strategy and organisational design. 

The new consultancy aims to help its clients achieve their business transformation ambitions by embedding behavioural science methodologies at the heart of the business to allow it to be nimble and reactive to changing business and customer needs. 

According to Bill Brock, co-founder and chief client officer at AnalogFolk Group, the founding team of Mindworks has been proving out their methodologies across a number of AFG’s leading clients over the past few years.

“This work has been pivotal for clients such as Dyson, Bayer and HSBC, allowing them to quickly identify business opportunities and help them change direction based on a real-time understanding of customer behaviour. It’s that success that has led to us making it a formal offering by launching MindWorks,” Brock said.

The new Mindworks Consultancy is led by Brad Herholdt as CEO; Michelle Watson, principal behavioural partner, and Mark Barry, principal consulting partner, all who previously worked together as business leaders at AnalogFolk. Bill Brock, AFG’s Founder will work closely with the team in his role as chief client officer, ensuring that MindWorks’ global clients benefit from the services across AFG’s portfolio of brands. 

As part of AFG, MindWorks becomes a partner brand to full-service digital creative agency AnalogFolk, content production company Untold Fable, and automation and tech engineering company With Robots, the latter two of which the group launched last year. 

Operating out of London, the consultancy is leveraging AFG‘s network presence in the US, Europe, Asia and Australia, providing a service to global clients whose briefs seek to deliver new value across the world. 

Herholdt commented, “Speaking to our clients, we know that every day, companies are struggling to keep up with the pace of change and how it influences their business. They are tired of 5-year vision decks that don’t make it further than the slides they are written on. MindWorks is impact focused, creating actionable roadmaps that we launch quickly so that our visions are built on real customer behaviours and organisational dynamics.”

Meanwhile, Chris Ryan, managing director and partner at AnalogFolk, commented, “We often talk about the need to operate at ‘Asian speed’ in this region, driven by the rapidly evolving and unrelenting expectations of Asian consumers in an increasingly digitised and automated world. Brands who continue to take a business-out approach cannot expect to thrive here. The MindWorks team is already changing how our clients operate in this region and we are excited to build on our early success in partnership with them.”

Marketing Featured ANZ

Google Australia taps Emotive as creative agency for Google TV

Australia – Google has appointed independent creative agency Emotive to be its new creative agency for Google TV, the tech company’s fully-fledged operating system for set-top boxes, streaming devices, and smart TVs.

Google TV offers users new ways to stream, grouping television shows and films from the myriad of different streaming services into one menu. It also provides easy access to users’ favorite titles and content.

The partnership commences with a content series ‘Watch With Me’, which is made specifically for the Google TV interface, featuring Australian film critic Margaret Pomeranz and former Australian football player Adam Goodes. It showcases watchlists of the top film and TV picks via Google TV, and runs alongside the global 30” TVC executions showcasing the vast array of content from the different streaming services conveniently available and organized via Google TV.

Cameron Luby, Google’s marketing director, said, “Google TV has been incredibly well received in Australia and we see this partnership as the beginning of a much larger effort”

Meanwhile, Simon Joyce, the CEO and founder of Emotive, shared that they are building a wonderful relationship with the Google team and are absolutely thrilled to be working with them on Google TV.

“As we’ve come to expect, the product is truly innovative, and we are looking forward to pushing the boundaries creatively as we bring Google TV to the mainstream,” said Joyce.