Tag: creative mandate

India – After a rigorous multi-agency pitch, Complan has entrusted Lowe Lintas with its creative mandate, marking the beginning of a new chapter focused on growth and innovation for the iconic nutritional brand.

This collaboration aims to strengthen Complan’s market position, enhance its relevance, and drive innovation while continuing its legacy of trust, quality, and performance.

Under this mandate, Lowe Lintas will harness its expertise in brand storytelling and consumer insights to drive Complan’s growth and enhance consumer engagement by fostering deeper connections across local, ethnic, cultural, and sub-cultural levels. 

The agency’s role is to develop a strategic and creative direction that strengthens Complan’s leadership position in the health and nutrition sector.

Speaking on the win, Subramanyeswar S. (Subbu), group CEO and CSO-APAC at MullenLowe Global, said, “It’s an absolute honour to win the strategic and creative mandate for a very special brand like Complan that nourished millions of people in our country. We look forward to growing Complan taller through a new experiential and storied trajectory that will bring the business, the brand, and the audience it serves closer than they have ever been.”

India – Digitas India, the connected marketing agency within the Publicis Groupe, has announced it has won the digital creative mandate of multinational food company and global olive oil producer Deoleo India. 

Digitas India’s remit includes handling all digital creative and social media responsibilities for Deoleo’s marquee products, including its esteemed brands such as Figaro Olive Oil, Bertolli Olive Oil, and Figaro Baby range.

The agency is entrusted with the job of transforming these classic brands through cutting-edge digital narratives and enhanced consumer engagement. Additionally, Digitas India will assist brands in exploring new markets, strengthening relationships with current customers, and raising awareness about the consumption of olive oil.

Deoleo also sees this partnership as a key step in its shift to digital operations.

This marks the launch of a range of creative campaigns aimed at highlighting the unique qualities of Deoleo’s products while also captivating a broader audience through creative and interactive social media marketing initiatives. 

Sonia Khurana, chief operating officer at Digitas India, said, “We are excited about our partnership with Deoleo. Building a brand on social media takes a deep understanding of the platforms, how the audiences interact with the content on these platforms, and an appreciation of the brand and category. We hope to bring the best of all these to make Figaro and Bertolli a success on social media.” 

Speaking on the partnership, Satarupa Majumdar, marketing director for India and the Middle East at Deoleo, also shared, “Collaborating with Digitas India represents a significant step in our strategy to connect more deeply with our consumers leveraging social media. Their creative ideas align entirely with our brand ethos, and we are confident that this partnership will help us tell our story in more convincing and significant ways to our audience.” 

Singapore – Kellogg’s has appointed Ogilvy Singapore to handle its creative mandate in Southeast Asia. Through the mandate, the agency is tasked at reshaping breakfast choices in a region where cereal consumption has plateaued, partly due to consumers “skipping and skimping” breakfast.

The scope of work includes the creation of three films, featuring Granola, Coco Galaxy, and Coco Fills – each laddering up to a single idea to build the Kellogg’s master brand. Additionally, Ogilvy Singapore has crafted key visuals (KVs) for each product, with adaptations for digital billboards, bus wraps, and in-store merchandising. 

The campaigns will run in Singapore and Thailand for Kellogg’s Granola and Coco Galaxy, and Indonesia for Kellogg’s Coco Fills.

Moreover, Ogilvy, in partnership with Hogarth, extended its network’s capabilities to ensure that this innovative idea was executed in diverse ways across the markets it served.

Jeremy Webb, vice president and head of content at Ogilvy Singapore, said, “This is the perfect demonstration of Ogilvy’s ‘borderless creativity’ – a powerful single big idea that will evolve and serve the brand over time, based on insights from multiple markets and executed with Ogilvy’s strong geographical network. Not many agencies can leverage their network in the way we did–and through this, we can deliver efficiencies, but more importantly, insightful and modern work that cuts through and drives business growth for our clients in APAC.”

Recognising the need for a unifying idea that transcends borders and resonates with diverse audiences, Ogilvy harnessed its network and research capabilities to uncover valuable insights into breakfast consumption habits. The resulting campaign tagline, “Your day is waiting, but first Kellogg’s,” encourages individuals to press pause before they embark on their daily routines, positioning Kellogg’s as the ideal breakfast companion.

Meanwhile, Hao Tran, commercial leader for RTEC SEA at Kellogg’s, commented “We were looking for a creative agency and in Ogilvy we found a partner who delivered on quality strategy, and strong client servicing. Plus, it’s always a delight to work with a team of passionate creatives. Together we came up with a powerful big idea, executed quickly and efficiently, that will support our ambitious brand growth across products, markets and over time. We hope this campaign will be the first of many.” 

India – Cult.Sport, a local sports and fitness brand in India, has awarded its integrated creative mandate to advertising agency Wunderman Thompson India.

In this role, Wunderman Thompson India will be providing strategic and creative services for Cult.Sport on a global scale, as well as delivering differentiated content to create a niche for the brand among sports and fitness enthusiasts.

Shamik Sharma, managing director at Cult.Sport expressed his desire for more Indians to take up sports and fitness as part of their everyday lives, and sees the need for a creative approach to achieve it. 

Commenting on this new partnership, he said, “ In Wunderman Thompson India, we have found an agile agency that understands this sporting culture, which is evident through its award-winning sports films and campaigns. As a team, we plan to up the game and create some clutter-breaking communication for the brand.”

Meanwhile, Arjun Mukherjee, VP & Sr. executive creative director at Wunderman Thompson India, said, “Interestingly we are an office full of sports fanatics and this pitch was like a 100-metre dash that got our adrenaline flowing at every step. It was a high to present ideas for an awesome, homegrown, sports shoe brand and we are elated to be the first to touch the finishing line.”

Kuala Lumpur – Creative agency FCB Shout has been appointed as the creative agency of record for Offspring Inc Sdn Bhd, a premium babycare brand specialising in sustainable and eco-friendly preventive healthcare products.

The recent win adds to FCB Shout’s portfolio of FMCG clientele, which already features marquee packaged goods brands like Spritzer, Darlie, Pepsi, McCain and Twinings. 

“We have been in hyper-growth mode in recent years, having penetrated approximately 26 new foreign markets in the past two years. We are looking to build an eco-friendly brand that enables sustainability beyond solely Malaysian shores, thereby providing mums all over the world with the safest baby products and allowing them to play a part in saving the environment,” said Roslan Ismail, chief executive officer of Offspring Inc.

On why the agency was chosen, John Teoh, Offspring Inc.’s chief marketing officer, said that FCB Shout has a proven reputation as brand-builders and their solid FMCG experience and storytelling capabilities were evident in their proposal. 

“Coupled with a challenger attitude that we also share and their growing cross-border capabilities, we are confident that they will be the ones to take our brand to the next level,” Teoh added.

Shaun Tay, co-owner and chief executive officer of The Shout Group and FCB Shout, likewise added that the agency wanted to align with brands that are forces for good, hence the partnership with Offspring. 

“The brand has a clear purpose, and for many of us who are parents, it’s one that we appreciate and resonate with. Inspiring consumers who have the means to make sustainable, eco-friendly purchase decisions that are not just good for the planet but also good for us is a little change that cumulatively will go a long way,” Tay added. 

Last year, FCB Shout has also won eight businesses over the course of eight months, which included several high-profile Malaysian, regional and global brands.

Syndey, Australia – Pukka, a well-known brand of organic herbal teas and supplements, has awarded its creative account to Syndey-based creative agency Paper Moose. This makes the latter its creative agency of record. 

Pukka is a UK-founded brand and has built a name for its organic herbal tea range. Pukka’s mission is to ‘create a world’ where the power of herbs plays a central role in health and wellbeing. 

Nick Hunter, the agency’s CEO and founding partner, commented, “We’re proud to work with like-minded organisations that share our commitment to people and planet. As a fellow B Corp, we’ve always admired Pukka’s dedication to nature. I’m excited to see what we can create together.” 

Pukka joins Bushells on Paper Moose’s active client roster. Both Pukka and Bushells are part of the Lipton Teas & Infusions group, which includes brands Lipton and T2. 

Says Urvashi Sinha, brand manager of Pukka ANZ, “Paper Moose’s strategic insights and overall model stood out. We share the same brand values, and look forward to bringing Pukka to life locally, leveraging equal parts purpose and storytelling.”

Pukka’s appointment of Paper Moose follows the agency’s recent work for Australian Ethical and felix mobile. Other brands and entities under the agency’s stewardship include The Duke of Edinburgh Award, Cancer Australia, and the NSW Environmental Protection Agency.

Singapore – Global financial services company Standard Chartered has awarded to Publicis Groupe its global creative mandate, ending TBWA\’s 18-year streak of handling said account.

The global account will be led out of the Singapore office. Through the win, Publicis Groupe will be working on Standard Chartered’s wide-ranging communications mandate covering creative, digital and production services.

Claire Dixon, group head of corporate affairs, brand and marketing at Standard Chartered, said, “Following a rigorous pitch process, we have made the decision to award the mandate to Publicis Groupe. We are confident that they will be the right partner to take our narrative to the next level, by pushing our creative and digital boundaries.”

She also added, “We are thankful to TBWA\ for their support during the past 18 years to bring Standard Chartered’s brand to where it is today.”

Meanwhile, Amrita Randhawa, CEO for Publicis Groupe Singapore and Southeast Asia, commented, “It’s refreshing to be given the opportunity to work with a brand with such a purposeful belief, which was so clearly reflected in all the people that we met through this process.” 

She added, “It’s a privilege to be shaping a global brand of this stature and ambition out of Singapore and I could not be prouder of the team behind this win – they are absolute champions. We look forward to bringing the best of Publicis Groupe to bear on the business.”

The recent win comes after Publicis Groupe’s consolidation of the Singapore Tourism Board business in January 2022, and its spate of wins this year that includes Singtel in Singapore, L’Oréal in Southeast Asia and PepsiCo in APAC.

Singapore – Food delivery company Deliveroo in Singapore has appointed integrated communications agency VCCP Singapore as its new creative agency. The remit will see VCCP reinforcing Deliveroo’s passion for food and the value that it brings to the lives of Singaporeans every day.

Moreover, this partnership highlights an alignment in cultural values and principles between the two companies, and a shared desire to be integral to a passion so close to the hearts of the nation.

Minjoo Lee, head of marketing at Deliveroo Singapore, commented, “Since entering the market six years ago, Deliveroo has successfully built a strong brand presence in Singapore. We chose VCCP Singapore for their passion and creativity and are excited to see how our partnership will drive Deliveroo to the next level of our journey.”

Meanwhile, Craig Mapleston, CEO at VCCP Singapore, said that Deliveroo, at just six years old, has a great synergy with VCCP in its fourth year in Singapore. 

“We are two ambitious companies, not afraid to take on bigger, more established players. Our challenge is to make Deliveroo the preferred choice by strengthening consumers’ affinity for Deliveroo, through a more culturally driven strategy and creativity,” added Mapleston.

Just recently, VCCP Singapore has been appointed by insurance company Sun Life Singapore to be its creative agency partner. The remit will see VCCP crafting a brand strategy and narrative that resonates with the targeted ‘High Net Worth’ and ‘Ultra High Net Worth’ client segments of the company in the country.

Mumbai, India – Digital advertising agency Chimp&z Inc. has recently been appointed as the creative and ideation agency of Autocar India, a car-centric magazine that is part of Haymarket SAC Publishing (India) Pvt. Ltd., a joint venture between Haymarket and Sorabjee Automotive Communications.

Through the mandate, the agency will be conceptualising and designing the brands’ digital creative strategies and communication. The scope also entails positioning, creating guidelines and assets, conceiving digital marketing and advertising campaigns for the brand. The account will be serviced from the agency’s Mumbai office.

On the association, Hormazd Sorabjee, editor of Autocar India and director at Haymarket SAC, said, “The team at Chimp&z are a passionate bunch, high on energy and bubbling with creativity. It’s a pleasure working with a company that shares our values for producing the best possible content, and has a ‘can do’ spirit.”

Meanwhile, Angad Manchanda, CEO and co-founder at Chimp&z Inc, commented, “We are thrilled to create unconventional digital content for a publication like Autocar India, acclaimed for its exceptional editorial content and production standards. Lavinn (co-founder) and I are both motorheads and have been ardent fans of the work Hormazd Sorabjee and his team pull off at Autocar India.”

He added, “We have aligned a dedicated team of motor enthusiasts who will be leading the brand here at Chimp&z Inc and we look forward to creating powerful pieces of work for the brands.”

All the three magazines from Haymarket SAC have over the years earned a reputation for a high level of editorial content, production standards, and meticulous testing. The brand’s partnership with the agency is based on a shared vision of crafting creative ideas that will articulate the vision, innovation, and offerings to retain its global reach.

Kuala Lumpur, Malaysia – Natural bottled water brand, Spritzer, has appointed advertising agency FCB Malaysia to handle its creative duties.

Shiao Chan, Spritzer’s group marketing manager for Malaysia, believes that FCB is a masterful storyteller with an undeniable passion for building and enhancing the stature of local brands. 

“With their solid FMCG experience at our disposal, we’re confident that this partnership will bring to life the many tales that are waiting to be told for Spritzer,” said Chan.

Shaun Tay, FCB Malaysia’s co-owner and CEO, commented that winning over a major Malaysian brand like Spritzer has always been a dream. 

“What I personally appreciate is the clarity of vision that the Spritzer marketing team has for the brand, and we’re excited to be part of its continuous story of success,” said Tay.

FCB has already started work on several key 2022 campaigns for Spritzer.

Earlier this year, Spritzer has also announced the appointment of media company Trapper as its integrated media agency partner for all Spritzer brands.