Tag: creative technology

Australia – Creative technology agency Orchard has appointed Anne Ngo to the newly created role of head of customer growth and martech, accelerating the agency’s martech capabilities and commitment to delivering high-impact, data-driven solutions for its clients.

In her new role at Orchard, Ngo will be responsible for driving Orchard’s martech offering across both its consumer and healthcare divisions, as well as innovating across customer experience, data, and martech. 

With over 15 years of global experience in customer growth, lifecycle marketing, and digital transformation, Ngo brings a wealth of experience in both CX and martech, joining Orchard after spending nearly four years as Akcelo’s customer strategy and martech director. 

Throughout her esteemed career Ngo has held positions at some of the world’s most established brands including FlexiGroup’s head of marketing, Latitude Financial Services’ Head of Marketing, and as American Express’ director of strategic partnerships and global network services. During her tenure at FlexiGroup, Latitude Financial Services and American Express, she led large-scale and insights-driven campaigns, built loyalty programs, and drove martech activation and integration.

Speaking on her new role, she said, “I am delighted to be joining the team at Orchard, whose ‘Invent Better’ mission encapsulates what most excites me about the industry. This mantra not only powers the work and relationships with clients, but it is infused in the culture and talented individuals the agency has developed. Integrating data and martech with marketing practices and customer experiences is my passion, and I am so glad to be joining a team where this is celebrated.”

Meanwhile, Wai Kwok, CEO of Orchard, commented, “Anne’s depth of experience in CX and martech is a tremendous asset for us as we continue to grow. She brings an approach that’s both strategic and pragmatic—she understands how to unlock the value of data and martech in a way that’s impactful for brands and relevant to customers. This balance is exactly what we need to continue evolving our martech services, and I’m thrilled to have her leadership at the forefront.”

Singapore – WPP creative company Superunion has unveiled its proprietary design technology which enables brands to create innovative digital experiences and build meaningful connections with their audiences. This new offering includes generative design and metaverse experiences, in addition to established motion design expertise.

The new creative technology service was developed by the Superunion Asia team across APAC and China studios, led by Jessica Tan, Superunion’s digital director for Asia, and Paola Demichelis, Superunion’s digital designer. By applying technology and digital art, and connected to data, the tools enable brand owners to generate limitless creative assets in record time, within the parameters of their brand identity, giving them creative control, and a platform to express their creativity, over their own brand.

Moreover, the tool has been put to use by multiple Superunion clients to ensure brand innovation and coherence after the creation of brand guidelines. After defining the brand rules with the client, Superunion codifies what makes the design unique, creating a set of design rules. These are then built into a series of algorithms and codes to build bespoke software, along with the UI and UX interfaces integrated into the final tool.

The generative design tool is also complemented by the launch of the Superunion metaverse offer for clients looking at the next generation of digital experiences to engage their employees and external audiences through gamification and creative possibilities of Web 3.0.

With Superunion expanding its portfolio of services, the company will be able to act as a creative partner for the world’s biggest businesses across multiple sectors and geographies.

Tan shared that creative technology is a core aspect of their Superunion proposition, along with digital-first brand creation and the exploration of the opportunities of the next generation of internet experiences. 

“We believe in handing power to our clients and their creative teams, and our creation of these expansive systems enables this. Clients can use the design rules of their brand and create an almost never-ending suite of assets to suit any need over time and let their own creativity free. This is where Superunion has come into its own and where we see the opportunity for growth, globally,” said Tan.

Meanwhile, Ambrish Chaudhry, Superunion’s managing strategy director for Asia, said that their creative technology offer has already changed the way they think of branding and design at Superunion. 

“It’s helped us to think screen -first, be agile around [the] adoption of our work and to play an even more consultative and partnering role for our clients. The opportunities are truly boundless and if client response is something to go by; then we are well poised to write the next chapter of brand and product identities for some of the largest businesses globally and in Asia,” said Chaudhry.

India – Global broadcasting news company BBC News in India has teamed up with AliveNow, a global creative tech studio, for a campaign that sees the fusion of both OOH and augmented reality.

BBC news has launched its very own Instagram AR effect that will give users the opportunity to be part of the BBC News billboard, with the BBC audio track even playing in the background.

The campaign is to encourage its audience to ‘make more of their world’. BBC News said the initiative reflects its ambition to represent all those that come to them for trustworthy, impartial journalism. 

“Through this initiative, we are taking our commitment to ‘make more of your world’ to our audiences in the comfort of their own homes. With the help of this idea, we intend to engage with our audience at a deeper level and offer an honest opportunity to be part of our campaign. For this innovation, we’ve worked closely with the AliveNow team and are pleased with the fantastic outcome. I invite everyone to join in and be part of our campaign,” said Tejash Kothari, marketing manager of BBC News in the Asia Pacific.

The campaign is a first of its kind. The new Instagram AR effect is made available in six Indian languages, and offers three different billboard styles in various environments to select from.

Raghav Sharma, account manager at AliveNow India, shared, “It was exciting to partner with BBC News India to bring to their audience for the first time ever, a chance to see themselves on a BBC billboard through an Augmented Reality filter on Instagram. We hope that users are delighted by this Spark AR experience and tune-in to BBC in their regional language.”

The news company also encourages users to tag them when posting Instagram stories using the new filter for a chance to be on an actual BBC billboard.