Tag: Creative Partner

India – Smartphone brand Motorola in India has appointed Dentsu Creative as its creative agency. The agency won the mandate following a multi-agency pitch and will service the brand from its Delhi office.

As per the mandate, Dentsu Creative will spearhead a wide spectrum of services across digital and mainline platforms. This includes roposition development, reporting & competition benchmarking, planning & strategy decks, social media creatives, media requirements encompassing digital, ATL (above the line), and retail, as well as ORM (online reputation management) and social listening.

It is pertinent to note here that Dentsu Creative PR and iProspect, both agencies from dentsu India, handle the PR and media mandate for Motorola India, respectively. The addition of Dentsu Creative as the creative partner marks a strategic enhancement to the brand’s integrated campaign approach, reinforcing its overall marketing strategy.

Commenting on the partnership, Shivam Ranjan, marketing head at Motorola Asia Pacific said, “We are excited to onboard Dentsu Creative as our creative partners, their innovative approach, digital-first thinking and strategic acumen make them the perfect partner to accelerate Motorola’s core business narrative. Their in-depth research capabilities, industry expertise and creativity seamlessly align with our vision. We look forward to collaboratively delivering impactful and memorable campaigns to our audience.”

Meanwhile, Ujjwal Anand, managing partner at Dentsu Creative India, commented, “We are honored and excited to commence this creative journey with Motorola India. We are optimistic that our belief in modern creativity, an approach that resonates with today’s dynamic landscape, will contribute to the success of meaningful campaigns for Motorola.”

Anand added, “Our commitment is to seamlessly blend storytelling, data, media, and technology, ensuring a captivating brand experience that surpasses expectations. We look forward to crafting innovative narratives, breaking traditional boundaries, and contributing to Motorola’s success in the vibrant and ever-evolving Indian smartphone market.”

Australia – Tourism Tropical North Queensland (TTNQ), a regional marketing organisation, has appointed the independent creative agency Supermassive as its new partner for an upcoming global project.

TTNQ’s appointment of Supermassive is the creative agency’s latest business win following a competitive pitch. The creative agency will develop ideas focusing on sustainable tourism for global rollout in key markets.

The organisation is based in Tropical North Queensland and is working on bringing the industry and the community together to drive the value of the visitor economy through destination marketing.

Lani Strathearn, general manager of marketing at TTNQ, said, “As we reconnect with international markets, we are looking for innovative ways to cut through the competitive landscape and align with shifting consumer behaviour to ultimately drive greater sustainable travel. The team at Supermassive demonstrated that they understood the complexities of this challenge and presented us with standout ideas.”

Laura Aldington, Jon Austin, and Simone Gupta, co-founders at Supermassive, also shared, “We are beyond thrilled to be representing such a unique, important, and beautiful part of Australia. The team at TTNQ’s ambition to drive awareness and impact as an eco-travel destination through a combination of thoughtful strategy and non-traditional creativity aligns perfectly with our mission.”

Kuala Lumpur, Malaysia – Dentsu Creative has been appointed by local telco Telekom Malaysia as its creative partner. Through the mandate, the agency will be the lead creative agency for telco’s Unifi Mobile, responsible for developing campaigns in the prepaid, postpaid and devices segments through strategic thinking, creative development, and go-to-market activation for the next three years until April 2026.

Moreover, having demonstrated their strategic and creative strengths in a multi-agency pitch, Dentsu Creative will now focus on partnering with Unifi Mobile for their growth agenda which requires differentiation and cut-through creative thinking. 

The agency is eager to deepen its partnership and commitment to the brand by crafting campaigns to not only elevate Unifi’s market position but also forge a strong and lasting connection with consumers. 

Recognising the shifting dynamics of market expectations, Dentsu Creative is poised to revitalize Unifi to capture the hearts and minds of consumers. The agency is committed to fostering a solid and enduring relationship with Unifi through open communication, transparency, and a shared vision for success.

Kunal Roy, chief executive officer at Dentsu Creative Malaysia, said, “We’re incredibly proud to be recognized as one of TM Group’s Panel of Agencies and to lead the Unifi Mobile creative remit. We’re particularly pumped about Unifi Mobile because the brand has a new personality and big ambitions. At Dentsu Creative, we believe the big challenges are where the power of creativity is best evidenced.”

Roy added, “We want to be TM Group’s partner for growth and through our approach to modern creativity, we will ensure that whatever we do has a real impact – on business, for the brand, in society and culture. Of course, all of this is only possible if we have the right people coming together for a shared purpose and we’ve put a great team together for this new partnership.”

Meanwhile, Rishu Verma, client partner at Dentsu Creative Malaysia, commented, “I am honoured to lead the TM and Unifi business at Dentsu Creative and we’re already working very closely with our clients and enjoying the spirit of partnership. Having put together a great team, we are now fully ready to keep pace with and even accelerate Unifi’s growth trajectory. In the months to follow, there’ll be some distinct and impactful work coming out of the Dentsu Creative kitchen for Uni5G and we’re all very excited about the future together.”

Australia – Sydney-based ethical wealth management company, Australian Ethical, has appointed purpose-led independent agency Paper Moose to be its new creative agency partner.

With this partnership, Australian Ethical will be the latest addition to Paper Moose’s growing clean and green client roster — joining eco financier Brighte, carbon-neutral telco felix, and the NSW Environmental Protection Agency. 

Paper Moose said it is awaiting B corp certification, hoping to soon join Australian Ethical as a recognised social and environmental high performer.

Kate Holdsworth, Paper Moose’s creative director, shared that it is an honour to work with a company that has paved the way for in-kind business practice, proving social, and environmental sustainability can offer strong returns. 

“With the rise of conscious consumerism and more people understanding the power of their investment choices, we’re excited to help Australian Ethical connect with new audiences and strategically increase their positive impact,” said Holdsworth. 

Meanwhile, Alex Pace, Australian Ethical’s head of brand and content, noted that they were immediately impressed with Paper Moose’s fresh, dynamic, and collaborative approach. 

“Our shared values and vision for the future as the market leader solidified the partnership and we look forward to launching our new brand platform,” said Pace.

The move follows Paper Moose’s repositioning to ‘The change makers’ and the announcement of their Buy One Give One initiative, designed to support innovators working to decarbonise the economy.

Toronto, Canada – Global insurance company Manulife has appointed global media and digital marketing communications network dentsu to be the company’s global brand and creative partner to amplify and evolve its brand across global markets.

This follows after Manulife had announced the next phase of their corporate strategy, with an emphasis on their Asia and global wealth and asset Management businesses, as well as putting digital transformation in their business journey to become a digital, customer-centric global company in the industry.

In addition, the partnership marks the first time that Manulife has selected a single global agency. The partnership will leverage the strength of dentsu’s innovative and creative capabilities. 

For Karen Leggett, global chief marketing officer at Manulife, by selecting dentsu as their global brand and creative partner means helping them build on their success in all the segments and markets where they operate. She also added that dentsu is an organization that not only shares their global footprint, but also their passion for customer obsession and values.

“We’ve made significant strides in our transformation journey by bringing together our global brand, launching our sustainability strategy and building on the next evolution of our brand promise, ‘Decisions Made Easier. Lives Made Better’,” Leggett said.

She added, “Manulife’s transformation is rooted in listening to our customers and creating experiences that exceed their expectations. Selecting dentsu as our partner on this journey will continue to integrate our global brand strategy while tailoring our approach to the unique markets in which we operate.”

Meanwhile, Jeff Greenspoon, president of global solutions at dentsu international, commented that they are proud to expand their more than 7-year relationship with Manulife to help elevate the brand globally. He added that they are inspired by Manulife’s mission to make decisions easier and lives better, and they too believe in putting people at the center of everything they do.

“With Manulife we share a spirit of collaboration and innovation to drive thinking that is ‘Ideas Led, Data Driven and Technology Enabled’. Our integrated team is excited to unlock unique opportunities, sustainable value and lasting change for Manulife and the communities it serves. We are excited for our integrated team to partner with the Manulife team to achieve meaningful progress as a force for both growth and good,” said Greenspoon.

Dentsu International has also recently retained the global media remit of financial services Standard Chartered.

Sydney, Australia – Advertising agency The Works, part of Capgemini, has appointed Iggy Rodriguez, former group creative director at global advertising agency R/GA, to be its new creative partner.

Rodriguez brings with him more than 18 years. Aside from his previous role at R/G, he held leadership roles at various advertising agencies, namely McCann and Leo Burnett. Rodriguez has also worked across agencies including Saatchi & Saatchi, DDB Sydney, and Ogilvy Sydney.

The appointment, which is effective in November 2021, aims to help continue to expand and diversify the agency’s creative work. Rodriguez will be focusing on the agency’s creative output, leading the creative department with creative director Nathan Bilton and will help bring new innovative thinking across all the agency clients, including Subaru, Aware Super, and H&R Block, as well as Goodman Fielder, and Masterpet. 

Commenting on his appointment, Rodriguez said, “It’s a really exciting time to be joining The Works. The backing of Capgemini adds a unique strength to our creative offering to tap into more tech and digital innovation for clients. With some great brands already on the roster, I’m looking forward to diving into the role and creating some amazing work with the team.” 

Meanwhile, Damian Pincus, The Works’ founder and creative partner, believes that appointing Rodriguez is a testament to where the agency is heading right now, as they have a very exciting future ahead, with an amazing group of clients who are all focused on winning in the market.

“The timing is great too. As we’ve recently gone public with our new Be Significant brand mission, what better statement of intent than to appoint one of the industry’s finest and boldest creatives around,” said Pincus. 

Jasmine Lansdell, the general manager of people and operations at The Works, commented, “We’re so excited to have Iggy join our senior team. Iggy brings exceptional talent and creative leadership to The Works and will push us to be better. Given the talent market right now, adding an internationally acclaimed creative partner is a great win for the agency.”

Most recently, The Works has also announced the appointment of senior producer Katie Harper as the agency’s new head of production, where she will be leading the agency’s in-house production team of directors and editors, overseeing work for several key clients including Goodman Fielder, Aware Super, and Masterpet, as well as H&R Block and Subaru.

Mumbai, India – Fast-moving consumer goods (FMCG), Gardenia Cosmotrade LLP, has appointed Madison BMB, the creative arm of Madison World, to manage the creative duties for its men’s grooming brand, Gatsby, in India.

Through the partnership, the Gatsby brand will now be reinforcing and expanding its presence in India through its creatives and constantly evolving product range for young Indian males.

Puneet Motiani, Gardenia Cosmotrade LLP’s designated partner, shared consumers are increasingly aware of the products available across segments like hair, face, and body, and while they have always been a trusted brand, they have noticed a host of new brands enter this space in recent times. 

“We’re a global brand backed by deep knowledge of both the category and the consumer. Hence, we needed an able creative partner like Madison BMB who can help us position our existing range of products to create a clear preference in the minds of the audience,” said Motiani.

Meanwhile, Raj Nair, the CEO and chief creative officer of Madison BMB, said that the task is for them to develop a brand world that not only communicates the benefits of the range of products but also builds a relatable and endearing attitude that the audience can easily connect with, particularly in the digital space. 

“It’s a task that’s as exciting as it is challenging, and we look forward to creating memorable and effective communication for Gatsby,” said Nair.

Australia – Financial services company in Australia, Brighte, has awarded its creative mandate to independent creative agency Paper Moose. The move comes after a competitive pitch that included Clemenger BBDO Sydney, VCCP, and Banjo.

Brighte offers financing and zero-interest payments solutions for the installation of solar panels, batteries, and air conditioning, as well as lighting equipment. Last year, the company secured AU$100m in a Series C funding which will be used in enhancing its solutions. 

As part of the creative mandate of Paper Moose, the agency will help in bolstering the fintech’s presence in the consumer space. This is the first engagement between the two.

Malini Sietaram, Brighte’s chief revenue and marketing officer, commented that it is refreshing to work with an agency that’s anchored in strategic thinking and committed to a sustainable tomorrow.

“Paper Moose’s ‘Buy One, Get One’ program shows we have a shared purpose in tackling Australia’s transition to renewable energy — these guys walk the walk. We want all Australian homes to be sustainable, and Paper Moose will play a big part in driving this change,” said Sietaram. 

Paper Moose recently pivoted its brand positioning to ‘the change makers’ and with this, a new sustainability-focused initiative called ‘Buy One, Give One’ which aims to support companies working to decarbonize the economy. 

Nick Hunter, the CEO and founding partner of Paper Moose, shared they are thrilled to be working alongside Brighte on their foray into the B2C landscape.

“Our two companies share so many values – from a start-up spirit, to genuinely wanting to make a positive impact. As a nation we need more companies like Brighte, so we’re here to do all we can to help it thrive,” said Hunter.

Within its sustainability advocacy, Paper Moose has also recently launched carbon-neutral telco, felix, through releasing a power ballad, aimed at encouraging efforts in cleaning up the marine environment.

Kuala Lumpur, Malaysia – Restaurant company Pizza Hut in Malaysia has appointed Ensemble Worldwide, the creative agency within media marketing solutions IPG Mediabrands, to be its new creative agency of record.

Pizza Hut by Yum! Brands is established and operated by QSR Brands, which deems to be Malaysia’s largest restaurant chain operator.

The appointment, which is a period of one year with the option to extend for another year, will see Ensemble Worldwide continuing Pizza Hut’s brand transformation journey to repivot into a modern pizza experience.

Pizza Hut Malaysia’s Chief Marketing Officer Emily Chong shared that they were looking for a partner who understands the varied nuances of their new normal. 

“One who is able to bring a distinctive flair to drive our brand communications to the next frontier. Ensemble’s passionate and bold spirit of innovation, coupled with a data-centric approach to understanding youth culture certainly fits the bill. We look forward to more ground-breaking work with the newly appointed Team Ensemble/ Pizza Hut,” said Chong.

Meanwhile, Mei Jeng Phang, managing director of Ensemble Worldwide, said that the pandemic brought about numerous shifts across the board yet these changes have given them an ability to dive even deeper into data-driven creativity to build brands, drive business, and grow for the future. 

“We have a great opportunity with Pizza Hut to build on the e-commerce repositioning and broaden brand appeal. The team shares the right chemistry and is raring to sink our teeth into some cool innovative comms, so watch this space as we have some exciting plans in store together,” said Phang.

Sydney, Australia – Employment services provider atWork Australia has awarded its creative account to independent advertising agency Archibald Williams, tasking the agency to launch its new campaign with ‘work is for everyone’ as the highlight.

atWork Australia helps Australians living with disability, injury, or health conditions look for a job, as well as those living with disadvantages, like socioeconomic. It also supports businesses in the country looking to recruit and retain a diverse workforce, through candidate supply, diversity, and inclusion workforce planning, among others.

This is the first time atWork Australia has used the services of an agency for above-the-line messaging. The appointment will see Archibald Williams handling television, OOH, and Digital and Social Media for atWork, as well as the launch of the new campaign in April 2021.

Sotir Kondov, the executive general manager of atWork Australia, shared that the organization is extremely excited for its first national brand campaign as they assert their commitment in providing excellent employment support services to make a real difference in people’s lives, and helping employers find great people.

“We are true believers that sustainable work is good for your health, including your mental health, and that a diverse and inclusive workforce is good for business. The line ‘Work’s for everyone’ is a great encapsulation of our mission to ensure that people living with disability, injury, health condition, or disadvantage have equal access to fulfilling work and that employers realize the benefits of a diverse, inclusive workforce.” 

Meanwhile, Kiranpreet Kaur, the head of client and strategic services at Archibald Williams, commented, “It has been such a privilege to partner with atWork Australia and highlight the crucial role they play in helping all Australians find employment. Having a job brings purpose and meaning to everyone. This campaign puts value on the skills that are incredibly valued in the workplace, and shows how they are developed in spades from living with a disability every day.”