Tag: Creative agency

Sydney, Australia – Advertising agency The Works has recently revealed a set of principles around the integration of AI and human craftsmanship in their creative and strategic processes, aiming to combine the support of Generative AI with human ingenuity.

Labeled as ‘trust marks’, these principles are an industry first that aims to signify the extent of human and AI contributions in crafting ideas and strategies.

These trust marks are separated into two distinct categories. ‘Original Human Thinking’, which reflects creative concepts and strategies solely from human ingenuity, and ‘AI Supported Thinking’, which represents concepts and strategies shaped through a blend of human innovation and AI augmentation. 

The Works created these trust marks in order to foster the use of AI in industries and improve productivity with it, as well as mitigating the potential risks and  ensuring the ethical use of AI.    

Douglas Nicol, partner at The Works, said, “Alongside a set of principles for the use of AI in a creative agency, we wanted to not just disclose how we are using Generative AI to our clients but also to provoke a discussion on what is ethical and what can drive productivity and new ideas in a world imbued with AI.”

“Our recent client roundtable on this pivotal subject sparked spirited discussions and revealed a resounding consensus in favor of preserving the artisanal prowess of the creative industries. The ethical facet of the conversation further fueled our impetus to introduce the trust mark,” he added. 

Malaysia – Southeast Asian network Lion & Lion has announced five new major wins on a domestic and regional scale across its hubs in SEA, coinciding with the agency’s celebration of expanding their team and renewing a long-standing global client partnership.

Recently having secured five domestic and regional account wins across its hubs in Malaysia, Singapore, and Indonesia, Lion & Lion sets its sight on steadfast growth, renewing a 3 year old partnership with a global eyewear company and expanding their creative and social team in the process.  

Lion & Lion will also be expanding their solutions team of creative and social media experts, adding 10 new positions in Malaysia from creative group heads, copywriters, art directors, designers, and social media managers alongside new client servicing hires.

Commenting on these developments, Fredrik Gumpel, CEO of Lion & Lion, said, “Our consistent success in both local and regional markets undeniably demonstrates the effectiveness of our strategies. Our adoption of an agile framework through our ‘One Company, Multiple Markets’ approach.”

“This further highlights our capacity to seamlessly integrate specialized regional expertise from Southeast Asia into our offerings, enabling us to deliver tailored solutions to our clients, which adapt to their ever-changing needs,” he added. 

Meanwhile, Cheelip Ong, Regional Chief Creative Officer of Lion & Lion, mentioned,  “Our teams’ solid understanding of creativity, social media and digital experiences has helped in creating winning proposals that resonated with clients. With the multiple brands we have won recently, it makes strategic sense for us to invest in new talents so as to better serve our clients.”

Singapore – Video game publisher Bandai Namco Entertainment has recently appointed We Are Social Singapore as its new creative agency for Southeast Asia.

In time with their upcoming releases, the partnership with We Are Social Singapore aims to fortify Bandai Namco Entertainment Asia’s regional footprint to achieve greater success in Southeast Asia’s flourishing gaming community.

As their creative and strategic agency, We Are Social Singapore will spearhead the development of Bandai Namco Entertainment Asia’s initiatives, focusing on localised content for Southeast Asia countries to enhance consumer journey and engagement across various touchpoints. 

Leveraging its experience in delivering strategies that drive business growth, We Are Social aims to capitalize on the existing online presence and brand awareness of Bandai Namco Entertainment Asia to captivate and engage the game publisher’s fanbase in SEA, while expanding its unique proposition within the marketplace.

Speaking about the collaboration, Leong Wei Fen, brand marketing manager at Bandai Namco Entertainment Asia said, “We Are Social displayed great passion and enthusiasm for our games, both old and new. We needed a creative agency that deeply understands the gaming landscape in Southeast Asia and could help us connect with our local and diverse communities. With many exciting titles set for release this year, it’s the perfect time for Bandai Namco Entertainment Asia to partner with an agency who can elevate our brand and drive growth in this dynamic market.”

Nai Yen Wang, head of account management at We Are Social Singapore, added,”Our collaboration with Bandai Namco Entertainment Asia marks an exciting milestone for us. Together, we have the power to shape the gaming landscape in Southeast Asia and deliver memorable experiences to gaming enthusiasts. We are excited to channel our creativity and expertise to propel the brand to new heights.”  

Meanwhile, Kelson Ong, business director and business development lead at We Are Social Singapore, also commented, “With our business offerings across Social Gaming, Virtual Influence, and Social Commerce coupled with We Are Social XYZ, our future strategy and innovation arm, we aim to empower brands to redefine the boundaries of engagement and elevate brand experiences to unparalleled heights.”

Singapore – Multi-category classifieds and ecommerce marketplace Carousell has launched a new campaign in collaboration with creative agency Bread Butter Bacon(BBB) to raise brand awareness of Carousell Certified Mobile in Singapore. 

The campaign by BBB aims to instill trust in consumers considering a convenient second-hand phone purchase through Carousell’s 40-point check system that rigorously examines phone quality before being sold. 

The main campaign material is presented in the form of a video ad featuring a young woman bringing home a newly-purchased second-hand phone with her parents grilling her about the condition of the phone with the same scrutiny they would give a prospective new son-in-law but are then assured that the phone was acquired reliably through Carousell. 

The campaign will run from 28 July onwards on social media platforms Facebook and Instagram, as well as outdoor digital panels islandwide.

Commenting on the campaign, Lam Xin Ni, marketing manager at Carousell Singapore, said, “Our goal at Carousell is to make buying and selling second-hand items as trusted and convenient as buying brand new items. We aim to transform the second-hand mobile phone market by offering a trustworthy solution, so all consumers can access quality second-hand phones at great deals.”

Meanwhile, Sarah Inez Pratomo, creative group head at Bread Butter Bacon, said, “We’re pleased to be working with Carousell again, this time to introduce the Certified second-hand mobile phone offerings under the Carousell Certified programme. Our goal was to communicate the essence of trust and reliability in a lighthearted and emotionally engaging way, which most of us can relate to as children or parents. We are proud to be part of this innovative initiative that is set to offer consumers a seamless, trustworthy shopping experience like never before.”  

APAC – Global creative agency Amplify has expanded their global presence with the introduction of ‘Amplify Activate’ across the Southeast Asian(SEA) region, with an extensive network of over 10,000 creators.

With the company establishing roots in Singapore way back in 2020, they’ve set to expand with Amplify Activate, opening new offices in Thailand, Vietnam, Malaysia, Indonesia and the Philippines, bolstering their regional team to 40 employees.

This expansion includes six key hires for Amplify including Jac Solis, previously employed at VIVA Entertainment, as SEA head of operations; JP Bravo and Mariz Ortega as campaign managers for the Philippines; Hannah Tran as campaign manager for Vietnam; Umar Azis as campaign manager for Indonesia; and Nanthapak Kamolchortpreecha as campaign manager for Thailand.

Tom Maynard, founder of Amplify, said, “We are excited to expand our global presence and establish a strong foothold within Southeast Asia. We’ve previously managed large scale social media campaigns across the region, and we’re ready to cement ourselves as APAC’s go-to for influencer management.”

Meanwhile, Alex Reid, co-founder of Amplify, added, “By expanding internationally, we’re opening up new opportunities for content creators and brands to produce some amazing content and build communities. This is a big step for us, and we can’t wait to bring our products and services to clients throughout the region.”

Speaking on his appointment, Solis commented, “I’m thrilled to be leading Amplify’s expansion into new markets in Southeast Asia. This market is expanding rapidly and I’m looking forward to working with each territory’s best content creators and seeking out new opportunities for creators and brands to connect and reach new audiences.”

The move marks a major milestone in the company’s growth, with goals for Amplify to be the leading influencer marketing agency across APAC. Amplify Activate is set to build on Amplify’s continued business efforts in SEA, as well as to continue their efforts and initiatives for the creator-economy.

Australia – Sound experience company Sonos has teamed up with global creative agency, Amplify and award-winning producer Eric J Dubowsky to create a brand new immersive listening experience.  

Aiming to bring Sonos’ brand platform, “nothing feels like Sonos,” to Australia, Amplify’s creative theme employed the concept of ‘frisson’ which translates to goosebumps in French, defining the immersive sound’s ability to evoke deep emotions and elicit physical sensations.

With award winning producer, sound engineer, and songwriter Eric J Dubowsky at the helm, the result is ‘Frisson Trigger’, an original track intentionally crafted to cause psychophysiological responses within listeners such as an elevated heart rate and dilated pupils. 

Amplify was responsible for the concept, overseeing the production of the track, online film content and the design and production of a launch event that provided Australian media and music industry personalities with the listening experience of Frisson Trigger on the Sonos Era 300.

Pete Pedersen, VP for marketing communication at Sonos, commented that frisson is the ideal concept for them to establish their presence in the market as something cultural in connection to the music industry. 

“The creation of ‘Frisson Trigger’ underscores Sonos’ sound innovation with listening experiences that help people feel more from the music they love – we couldn’t be more excited to share it with the world,” he added. 

Meanwhile, Tim Baggott, executive creative director at Amplify, said, “We’re very grateful to have had the opportunity to bring art and science together to create an extraordinary, permanent cultural artefact in the form of ‘Frisson Trigger’. Developing this campaign with Sonos and Eric J was a truly fascinating experience and we commend the bravery of our Sonos client to pursue such an innovative, experimental idea. It feels like we’ve opened Pandora’s box with this one.”

United States – Forest Stewardship Council (FSC), an international nonprofit organization dedicated to promoting responsible forest management, has partnered with WE Communications (WE) as its global creative agency.

The partnership between FSC and WE Communications will focus on developing global marketing and communication programs, enhancing brand campaigns, creating impactful content, and engaging consumers and businesses worldwide in responsible forest stewardship. Services include strategic planning, consultation, social media content, and video production.

In a statement, Trevor Armel, Global Marketing Director of FSC, emphasised the critical role that forests play in combating climate change and preserving biodiversity, hence the need for a creative partner with strong strategic capabilities to combat environmental degradation effectively.

Moreover, Armel also expressed full confidence in WE’s ability to support FSC’s mission and enhance its standing as the leading authority on forest stewardship.

Affirming FSC’s trust, Daniel Blank, EMEA Head of Integrated Marketing at WE Communications, said that WE has its full dedication to sustainability and delivering outstanding results. 

Currently, WE’s international borderless experience team has taken charge of FSC’s global program, leading proposal development and providing ongoing support. The team comprises senior leaders from Germany, the UK, and Australia, offering data capabilities, strategic insights, and creative expertise. 

With this collaboration, FSC and WE Communications are poised to make significant steps in their shared mission to protect the world’s forests and combat environmental challenges on a global scale.

India – McCann Worldgroup India has won the duty for Air India‘s advertising and marketing communications. Before choosing McCann Worldgroup India, the international airline, supported by the Tata group, had a detailed evaluation process that included several agencies.

The agency plans to develop a branding platform and put into operation a wide range of multi-channel marketing communications. This collaboration’s selection procedure included a comprehensive assessment as part of a multi-agency presentation.

Nipun Aggarwal, chief commercial and transformation officer, Air India,said, “We are building Air India as a ‘Global Airline with an Indian Heart’. This is a brand that is close to the heart of flyers around the world, and the new Air India will be a manifestation of the aspirations of the global Indian. With McCann Worldgroup as a partner, we expect to transform the brand into one of the most admired and trusted brands in India and overseas.”

Meanwhile, Prasoon Joshi, CEO and CCO at McCann Worldgroup India, expressed, “Air India is a brand that inspires us, and we are excited to partner with them as they chart a new course. We are thankful to our stellar management team at McCann Worldgroup India and our global leadership for their contributions. We look forward to collaborating with Air India and offering the best-in-class strategic and creative services that build on and take the brand to newer heights” 

Daryl Lee, Global CEO, McCann Worldgroup, concludes, “We are honoured to partner with Air India at this pivotal and exciting time in the brand’s history,” he also added, “Air India’s ambition is bold, their heritage is undeniable, and the opportunity to showcase the wonders of today’s India is immense. It is our privilege to write the next great chapter of this iconic brand for the world, and to help Air India earn an even more meaningful role in people’s lives in India and around the globe.”

Australia – It’s Friday has been appointed as the creative agency of record for global human resources software company ELMO. 

Founded in 2002, ELMO Software is a cloud-based solution that helps thousands of organisations across Australia, New Zealand, and the United Kingdom to effectively manage their people, process, and pay, with a mission to create best-in-class technology accessible to all workplaces.

Kate Jones, head of marketing at ELMO, said, “We have bold, ambitious goals for the brand, and we’re thrilled to partner with It’s Friday who will play a pivotal role in our brand revitalisation journey. We have been impressed by the immediate impact the It’s Friday team have already demonstrated on our business, as they bring some of the smartest strategic and creative minds in the creative and digital space.”

Pete Bosilkovski, CEO of It’s Friday, commented, “We’re excited to be working with Kate Jones and the team at ELMO who are an outstanding and passionate bunch of marketers with big and audacious growth plans for the brand. We are super energised by the opportunity that lies ahead in our partnership to help realise those growth plans.’’

In November, the agency launched a creative campaign for investment provider Colonial First State (CFS), encouraging audiences to rethink their financial plans coming into the new year. 

Sydney, Australia – Full-service independent agency Enigma has announced the promotion of Matt Dawe to creative director. In the new role, he will be reporting directly to the agency’s Executive Creative Director Tim Brown.

Dawe joined Enigma in 2012 as a copywriter and has been an integral part of driving Enigma’s creative output across all disciplines, producing notable campaigns for Newcastle Permanent, UniSC, Kennards, SunRice, UON, SYD Airport, NEXT Group, and Newcastle Knight. 

He’s also had his work recognised at the AWARD Awards, Sirens and the Effies, as well as being recognised as a Top 20 Creative by the industry. Prior to joining Enigma, Dawe earned his creative stripes at Droga5 and Peach.

Commenting on his appointment, Dawe said, “When I told my mum, she thought I’d been demoted. And it’s fair enough. My old title sounded way more impressive. I’ve loved being part of Enigma as we’ve grown into a truly national business. Being based in Newcastle, the greatest city in the world, I’ve always believed that great work can happen anywhere.”

He added, “Getting the chance to step into the CD role here is massively exciting. We’ve got some huge things in the works and I can’t wait to rip in.”

Brown also commented, “Matt is truly a unique person in our industry, not only does he have a brilliant creative mind he is one of the nicest people you’ll ever meet and truly cares for people and his client’s business problems.”

Brown added, “He doesn’t rest until he finds the smartest, actionable solution to any problem and we are thankful he is on our team. This is a well-deserved promotion for a damn fine creative and I’m looking forward to him playing a big role taking the agency’s creative offering to the next level.”

After spending the last two years as Associate Creative Director, Dawe says he is excited to take the training wheels off and play a lead role in taking the agency to new creative heights.

Recently, Enigma has also appointed Dean van der Merwe as design director and Bianca Holtsbaum as the new senior business manager for its specialist property marketing division, Property & Place (P&P).