Tag: creative mandate

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.

Bangkok, Thailand – Marketing communications agency FCB Bangkok in Thailand has announced that it has bagged the creative and digital mandate account of nutritional malted drink Ovaltine across four markets in Southeast Asia, namely Vietnam, Myanmar, Indonesia, and Cambodia.

Through the appointment, FCB Bangkok will lead the creative and digital mandate for the Brand, powered with 360- degree communication strategies aimed at defining the overall brand strategy and the portfolio strategy, as the brand charts its course for the next phase of growth.

For Tutiya Disphanurat, managing director at FCB Bangkok, this has been one of the agency’s toughest pitches in recent times, as it combines insights and understanding from four countries in order to increase engagement with the brand.

“Understanding the brand’s tone and business nuances in various markets was topped by the need to delve more deeply into the relationship of Moms & Kids and gain insights and cultural patterns. Over one and a half months of pitch preparation, we developed an integrated strategy to strengthen Ovaltine’s presence in these markets. The big win also showcases FCB’s strong network in SEA, with great minds coming together, across geographies, working with local and regional insights to make this win possible, together,” Disphanurat said.

Ovaltine, a rich Swiss heritage for over 100 years, features a strong brand awareness and enjoys a good reputation as a nutritional malt drink for kids and adults alike. Ovaltine is a nutritious and delicious drink brand enjoyed by millions of families around the world for its rich malt taste and nutritional value. 

For Pawika Tongtavee, marketing director of Ovaltine for the Southeast Asia market, they chose FCB Bangkok due to ‘their outstanding strategic capabilities and unique creative vision for Ovaltine’.

“FCB Bangkok’s strength lies with strategy, and they are the perfect partners who will help us take the brand to the next level. The passion of the team and the leadership towards the brand, coupled with high energy level and teamwork, is exactly the mix we were looking for,” Tongtavee stated.

Australia – Galderma in Australia, the pharmaceutical company which specializes in dermatological products, has appointed creative agency Emotive as its strategic and creative partner. 

Galderma carries the portfolio of some of the most well-known cosmetic products such as Cetaphil, Benzac, and Loceryl, and the appointment will see Emotive handling all of the brand’s creative business. 

For its first campaign, it has launched an ad for Cetaphil. The campaign aims to amplify the brand’s status as a top-of-mind product among consumers. While Cetaphil has been a familiar fixture in Aussie bathrooms for decades, its current branding as a ‘medicinal’ product strips it off of the ‘excitement’ factor that is most appealing to younger consumers, hence, the campaign’s focus on the reinforcement of its efficacy and safety in treating skin problems on this consumer group.

With the campaign titled ‘Hype-Free Skincare’, Emotive takes a sarcastic spin on the trend of influencers that are strongest among beauty products. The ad presents a fictitious ‘tell-all’ with an unidentified influencer acting as a ‘Skincare whistleblower’, who reveals to a reporter that while she keeps luring followers to try different skincare products, the ‘truth’ is “all you need is Cetaphil.” 

The tongue in cheek ad is capped off with a comic “So why come forward now?” question from the reporter to which the whistleblower answers, “People deserve to know the truth. Cetaphil face has everything you need.” 

“But while some might think having moisturisers that moisturise, cleansers that cleanse and products that are safe and work for everyone makes Cetaphil boring, when it comes to skincare, boring is good,” said Emotive.

According to Leah Elder, the digital and e-commerce lead of Galderma, the world of social media has influenced what people share and when it comes to skincare if its ‘not ideal for a #shelfie’ or hyped up, netizens are less inclined to share it. 

“Our Hype-Free campaign is a hilarious dramatization of a fictitious influencer having to hide behind a pixel, voice warp, and a protection program to conceal that it’s the trusted, humble brands like Cetaphil that may not make the YouTube glam table but you always have in your actual cabinet or get recommended by your dermatologist. We hope to make people laugh, we hope our closet fans relate and we hope newbies get to know us a little more,” said Elder.

Meanwhile, James Pash, the creative director of Emotive, commented, “Cetaphil was created by a pharmacist decades before social media, and it shows. Luckily for us, the team at Cetaphil was brave enough to let us embrace this truth. ‘Hype-Free Skincare’ highlights just how unpretentiously effective Cetaphil is by parodying the world of ‘skinfluencer’ endorsements and ‘skintertainment’.”

The campaign is now live, and also includes an ‘Influencer Protection Program’ hotline for real skincare influencers who are in need of support.

Mumbai, India – Integrated creative agency Infectious Advertising has won the creative mandate for furniture manufacturing company Ebco.

Ebco is one of the leading manufacturers in the furniture hardware and fittings industry in India. The brand’s product range includes office furniture fittings, home furniture fittings, and retail display systems, as well as a range of window and door hardware, and LED furniture lights, among others.

The appointment will see Infectious Advertising handling Ebco’s above-the-line (ATL) and below-the-line (BTL) advertising, as well as leading the company’s digital creative services.

“We are happy to appoint Infectious Advertising as our creative agency for digital and non-digital brand communications of Ebco and its group brands. We are confident that their expertise in working with established brands across different industries will align with our growth plan for the brand,” said Rajesh Nair, the director of sales and marketing at Ebco.

Meanwhile, Nisha Singhania and Ramanuj Shastry, the founding partners of Infectious Advertising, commented, “Ebco has a fantastic range of innovative products. It’s an honor for us to be selected as their communications partner. We look forward to creating some fantastic work for them.”

Earlier this month, Infectious Advertising has also announced the appointment of Nitin Sharma as its new vice president of business. Sharma’s appointment aims to strengthen the existing businesses of the creative agency and develop organic growth.