Tag: Creative agency

Kuala Lumpur, Malaysia – Creative holding company The Shout Group has secured 15 new business wins this year, including major brands Pepsi, Wonda, Tropicana, Offspring, Mi Sedaap, Febreze, and Mr. DIY.

Headlining the company’s roster of new clients is the beverage manufacturer Etika, with FCB SHOUT assuming the creative responsibilities for three of its key brands: Pepsi, Wonda, and Tropicana.

The ad agency had previously worked on a partnership with Etika for its Chinese New Year campaign “Save the Drama with Pepsi,” which yielded significant success. Along with Etika, the agency has also secured multiple projects from PepsiCo Malaysia for Pepsi during this year’s Hari Raya celebration and design duties on Tropicana.

FCB SHOUT will also be taking on several other major Malaysian brands, such as Mr. DIY and EcoWorld, a homegrown retail chain and renowned property developer, who have assigned the agency several major developments and festive campaigns to handle.

Additionally, FCB SHOUT will be handling former clients Mi Sedaap and GLAD, further underscoring the agency’s reputation in the FMCG marketing scene.

The company has also bolstered its financial services portfolio, with FCB SHOUT taking under its wing a key project from Sun Life Malaysia. Meanwhile, AIG Malaysia selected the group’s boutique creative consultancy, IGNITE, for creative work.

The Shout Group has also been working to strengthen its cross-border capabilities. The company was selected to develop multiple campaigns for the game maker Hasbro in Asia-Pacific, handle key assignments for P&G’s Febreze Malaysia and Singapore, and receive additional market remits from existing clients McCain and premium baby care brand Offspring.

The company’s new business wins show a remarkable two-fold surge from the previous year.

Commenting on FCB SHOUT’s appointment, Amy Gan, vice president of Marketing at Etika, said, “We firmly believe in FCB SHOUT’s unmatched creativity and strategic brilliance. What sets them apart from others is their unwavering commitment to finding solutions even amidst the most challenging circumstances. They excel in collaborating, making every project a true partnership. The respect they show for our opinions and their determination to go the extra mile speaks volumes about their dedication.”

Meanwhile, Syahriza Badron, general manager at FCB SHOUT, shared, “We’ve fortified our creative and brand management team, empowering us to redouble our dedication to seizing new business opportunities. This commitment to growth has been the driving force behind our remarkable series of achievements. We’re also strategically geared towards expanding our client portfolio across all industries. Our aim is to enhance our team’s skills by exposing them to various sectors. This approach not only broadens our expertise but also strengthens our ability to thrive across diverse industries.”

Shaun Tay, co-owner and CEO of The Shout Group, also expressed his unshakable trust in his agency’s people.

He said, “Our successes mean that The Shout Group is on track once again to achieve another record year-end finish. And it’s all thanks to a team that’s been voted time and time again as the best in the business. We’re now laying the foundations for 2024 with key people ready to take on more well-earned responsibilities and our new talents fired up and ready to go. More to come.”

Singapore – Dentsu Creative has been appointed by RMIT University as its creative agency for Australia and Southeast Asia. This is part of RMIT’s new brand strategy ‘Knowledge with Action’.

The appointment marks the first time RMIT has aligned with one brand and creative agency. Dentsu Creative will play a key role in supporting RMIT’s brand in Australia, promoting its heritage as one of Australia’s original tertiary institutions and highlighting its international reputation for excellence in education, research and engagement with industry and community. 

The agency is also responsible for building and strengthening RMIT’s presence in Vietnam as part of its country commitment which has seen the university invest in education, research, partnerships and campus infrastructure as Vietnam’s leading international university. 

For Kirsty Muddle, CEO at Denstu Creative Australia and New Zealand, they look forward to working with RMIT, knowing that its heritage in Australia and its strong global reputation make it a force within the education sector and a wonderful creative proposition for their team to work on. 

“RMIT’s commitment to using its knowledge, skills and capabilities to make a difference in the world, Knowledge With Action, aligns perfectly with Dentsu Creative’s belief in sanpo yoshi, creating work that is good for business, good for people and good for society. Universities are Australia’s third biggest export, and RMIT is a major player in an economically important sector,” she said.

Muddle added, “At Dentsu, we have over 200 RMIT alumni locally and globally, and we are invested in the future of one of Australia’s oldest tertiary institutions as they invested in so many of ours. We cannot wait to help elevate the work RMIT does in Australia and in the broader Asia Pacific region.”

Meanwhile, Chaminda Ranasinghe, chief experince officer at RMIT University, commented, “We are thrilled to be working with Dentsu Creative. The team’s passion and energy for our brand and willingness to build a true partnership were key factors in the decision. Dentsu’s truly global operating model makes them the perfect partner for us to drive growth into other markets and tell the RMIT story around the world.” 

Singapore – After a highly competitive pitch spanning 6 months, Star Alliance has appointed The Secret Little Agency as its global creative agency of record.

The Secret Little Agency’s remit includes global brand and marketing strategy and communications development including brand and product campaigns. TSLA is the first APAC-based agency to be appointed as global AOR for Star Alliance.

Founded in 1997, Star Alliance is the world’s first and largest airline alliance, with 26 member airlines including many of the world’s top aviation companies like Air China, Lufthansa, Singapore Airlines, Turkish Airlines, United Airlines, amongst others.

Sidharth Grover, director of communications and marketing at Star Alliance, said, “We’re happy to collaborate with the highly dynamic The Secret Little Agency, which captured our attention with their strategic and creative talent. This partnership marks a step forward reflecting our commitment to impactful brand building, and we eagerly look forward to the creative ventures that lie ahead.”

Meanwhile, Eunice Tan, group CEO at The Secret Little Agency, commented, “We are thrilled to be given this opportunity to take the Star Alliance brand to new heights, and incredibly humbled by the trust placed in us – it’s amazing when we meet clients that mirror our drive and determination to create great work. We’re confident of the excellence we will unlock together in this new creative partnership.”

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.