Tag: Creative

Kuala Lumpur, Malaysia – Local public relations and strategic communications consultancy Perspective Strategies has announced the launch of its new strategic and creative arm, P³. Through this new practice, Perspective Strategies will supplement its existing expertise with an expanded range of services including brand visual strategy and development, experience design, employee engagement and, sustainability consultancy.

Heading P³ is industry veteran and specialist Matthew Mendelsohn, who joins the firm as director of brands and business advisory. Matthew brings over two decades of leadership experience in branding, innovation, and operational performance across Southeast Asia including extensive work partnering with top global brands and groups such as Rolex, LVMH, Richemont, Fossil Group and Apple. 

Prior to joining Perspective Strategies, Matthew spent nearly 15 years at Indonesian retailer Time International, managing a portfolio of 16 brands including Fossil, Michael Kors, Diesel, Kate Spade, adidas and Rip Curl.

Speaking on his new role, Matthew said, “’Im very excited to work with Perspective Strategies to expand our range of offerings and to provide new ideas and expertise based on my experience in the retail, not-for-profit and hospitality industries.  Perspective Strategies has long been a leader in Malaysia, providing top-level communications and PR expertise to its clients.”

He added, “The firm’s prominent position in the local market as well as the Public Relations Global Network (PRGN) is a testament to its focus on being a world-class agency. I am excited for our team to leverage our knowledge of best practices from around the region to enable us to deliver a unique set of solutions to our clients.”

The creation of P³ addresses the growing need of companies and brands to communicate with multiple stakeholders through an ever-expanding array of channels and touchpoints.  P³ is focused on providing brands with solutions that are purposeful, people-focused and pragmatic, ensuring that communications reflect the client’s unique purpose with an eye on improving their business results. 

Meanwhile, Andy See, principal partner and managing director at Perspective Strategies, commented, “Consumers, employees and communities  are increasingly seeking brands that resonate with their values. P³ was started to help brands navigate today’s volatile and complex environment by ensuring their communications are intentional, people-centric, and pragmatic. With Matthew at the helm, we’re confident P³ will drive new growth and client base for the firm. We are expanding our suite of services towards meeting new needs that arise in the dynamic shifting marketplace.”

New York, USA – Getty Images has announced an integration with TikTok to meet the diverse creative needs of marketers and advertisers. The integration allows advertisers and businesses direct access to Getty Images’ vast library of creative imagery and video content through TikTok’s AI-powered video generation tool, Symphony Creative Studio.

By integrating Getty Images’ premium creative content directly into TikTok’s Symphony Creative Studio, users can effortlessly craft TikTok-first ads and organic content that feels native to the platform and increases performance.

The integration with Getty Images is part of a wider expansion of TikTok’s tools, including Symphony Creative Studio, which aims to support advertisers and content creators with capabilities to make the TikTok creative production process easier and more efficient, bridging the gap between ideation and production.

With Getty Images’ unparalleled creative library at their fingertips, TikTok advertisers can push creative boundaries and deliver content that captivates and inspires, enhancing the overall impact of their advertising campaigns. As a result, businesses can achieve greater visibility, foster deeper connections with viewers, and ultimately drive higher conversion rates.

Peter Orlowsky, SVP of global strategic partnerships at Getty Images, said, “With the surge in demand for authentic storytelling in advertising, the need for captivating, high-quality content to convey these stories effectively to audiences has never been greater. At Getty Images, we take pride in empowering advertisers to streamline their creative processes.”

He added, “This collaboration offers seamless integration into TikTok’s Symphony Creative Studio, giving brands and businesses direct access to our vast library of millions of premium images and videos, ensuring they can create powerful, engaging TikTok-first content with ease.”

Andy Yang, head of monetization creative product at TikTok, commented, “At TikTok, we aim to empower advertisers and help them connect with their communities with the power of generative AI. Partnering with Getty Images unlocks a new avenue for marketers to scale their content and drive performance with commercially safe content globally. We are continuously building creative solutions that spark joy, imagination and action.”

Singapore – Effective 1 November, Leverate Group will take over creative and social media management scope for Southeast Asia, as well as spearheading the end-of-year festive campaign for Häagen-Dazs. 

Leverate Group, with its headquarter in Jakarta, Indonesia, has been tasked to lead social media strategy and creative development for Häagen-Dazs in 3 key markets: Singapore, Thailand and Malaysia. 

“Social media is an important communication channel for Häagen-Dazs to reach our target audiences and what Leverate team has brought to the table shows their deep understanding of the channels which will help us drive further engagements with them” said Tya Close, head of marketing of SEA at General Mills. 

On top of the social media scope, Leverate Group will also develop 2024’s festive campaign strategy and creative development, through an omnichannel approach. 

“We are very excited and honoured to be able to work with one of the legendary brands for this region. Häagen-Dazs is known for its relentless pursuit and dedication to making the best ice cream for their fans, therefore we will put our best efforts into bringing those brand experiences to  life in a refreshing and innovative way,” said Monica Hynds, MD of Leverate Group, Singapore. 

California, USA – Adobe has split its global creative mandate, namely Dentsu Creative as its lead global scaled creative and content agency for its Digital Media Business (DMe), and Stagwell will lead the global creative campaigns and social content mandate for Adobe’s DMe.

Together, Dentsu Creative, Tag Worldwide and Adobe will redefine advertising by driving personalisation at scale through a robust Gen AI-powered content supply chain. Meanwhile, Stagwell and Adobe will also partner on a joint go-to-market initiative to accelerate the content supply chain for brands, the end-to-end process used to deliver content for marketing campaigns and personalised customer experiences. 

Transcending a traditional creative remit, Dentsu Creative will architect the company’s first ‘glocal’ go-to-market model, designed to drive relevance, effectiveness and efficiency both globally and locally across key regions–the Americas, EMEA, APAC and Japan. On the other hand, 

Dentsu Creative will also lead product and release marketing and local campaigns for the company’s B2B and B2C creative products and services. Underpinning the relationship is a unified global technology backbone, enabled by Adobe’s integrated set of best-in-class products to help companies optimise their content supply chain, and proprietary technologies from Dentsu Digital and Tag Worldwide.

Over at Stagwell’s side, 72andSunny will expand their seven-year partnership with Adobe by leading global creative and strategy within this new model. Movers+Shakers will lead global social efforts, with a focus on mining cultural conversations in real-time and producing socially-native content with speed and agility. Code and Theory will be responsible for the launch of Adobe GenStudio, among additional high-profile assignments.

Abbey Klaassen, global brand president at Dentsu Creative, said, “As a creative team that has long relied on Adobe’s products and services to imagine, create and bring digital experiences to life, this new partnership is meaningful in so many ways. We’re energised by Adobe’s vision to change the world through personalized experiences, and this fueled us to bring transformative thinking and creativity to every interaction. Now, we’re ready to bring that to customers everywhere through Adobe’s Digital Media Business.”

Meanwhile, Mark Penn, chairman and CEO of Stagwell, commented, “We are proud to join forces with Adobe, a brand synonymous with creativity and innovation, to build game-changing transformation tools for our clients and theirs. This partnership is another example of the value Stagwell is eager to create with clients via our integrated offering, and we are excited to bring our best-in-class creativity and technology to help Adobe inspire and empower their customers.”

Kuala Lumpur, Malaysia – Marketing transformation agency GrowthOps Asia has strategically elevated its creative and performance teams with key appointments and promotions. 

Chee Heng Look is promoted to associate creative director, while Sann Dee Ng is promoted to creative group head, and Thomas Chiew and Belinda Hon join as new creative group heads.

Moreover, Gillian Lim and Nicole Wong are promoted to senior account executive roles, with new hires include Nailul Aini as senior account director and Nicklaus Lam as account director. 

Lastly, Aiman Musbri is now head of paid media, Brandon Yap is programmatic media lead, with Namrata Kadam and Himanshu Patel advancing to associate director and manager of the SEO team, respectively.

Adzam Bahrin, regional creative director at GrowthOps, said, “These promotions and key hires in the creative team signals how we’re moving forward with strong and experienced individuals who will help us deliver unforgettable work for our clients. It’s also our aim to nurture the next generation of creative leaders.”

Meanwhile, Chris Greenough, general manager of Malaysia and regional head of creative services, commented, “We have been successful at attracting talent from larger network agencies with more traditional backgrounds and integrating them into our digital-first mindset. This ensures we have the capabilities to execute large 360 campaigns while maintaining our digital-first agility and thinking.”

Shaad Hamid, regional head of performance and general manager of Singapore, commented, “As we expand our team and services, our focus remains on aligning our structure with the unique strengths and expertise that our people bring to the table. By prioritising technology, talent development, and team dynamics, we ensure that our growth not only reflects our evolving capabilities but also positions us to consistently exceed client expectations across all digital media channels.”

Together, these strengthened teams underscore the company’s commitment to delivering exceptional marketing and technology solutions and solidify its position as an industry leader. By strengthening these core capabilities, GrowthOps Asia aims to drive even greater success for its clients.

Bangkok, Thailand – YDM Thailand Group has appointed Anuwat Nitipanont as chief creative officer, where he will spearhead creative initiatives for both FCB Bangkok and MullenLowe Bangkok.

Nitipanont brings over 20 years of creative leadership to the role, where he will oversee the creative department, social content, influencer marketing, and production. Renowned for his innovative yet straightforward approach, Nitipanont is dedicated to crafting impactful solutions that benefit people, brands, and society.

Recognised for driving innovative solutions that create impact for business and society, Nitipanont’s appointment will ensure strategic alignment and seamless integration of services across all companies in the group. 

Nitipanont joined YDM Thailand in July 2024 from VML, where he was chief creative officer for Thailand. During his impactful tenure, he played a key role in significantly expanding the client portfolio across diverse industries within a year, setting a record-breaking winning ratio for the company. Additionally, he successfully doubled the size of the creative department.

Prior to VML, Nitipanont also served as chief creative officer at BBDO Bangkok, where he led the agency to multiple Agency of the Year accolades. 

Throughout his distinguished career, Nitipanont has won over 300 awards at international and local advertising shows. He has served as a jury member for prominent events like MAD STARS and CICLOPE, chaired the Adman Awards in 2019 and 2022, and led Thailand’s Young Lions competition for eight years, nurturing top young Thai talent for Cannes. 

Tanapon Subsomboon, CEO of YDM Thailand, said, “We are thrilled to welcome Anuwat into our ranks. As a pioneer in Thailand’s advertising industry, he has been instrumental in transforming agencies and leading them to top industry accolades. With his wealth of experience, Anuwat will help us elevate our ability to integrate strategy, data, and creativity to unlock business growth for our network. I have no doubt his visionary leadership will drive creative excellence in our team and reinforce our position as a leading agency in the region.” 

Singapore – Edelman Singapore has appointed Daniel Ko as its new executive creative director to spearhead the firm’s creative team and offerings in Singapore. 

In this role, Ko will bring his breadth of specialist experience to deliver Edelman’s brand of earned creative value for a diverse portfolio of clients. He will join the firm’s Singapore leadership team led by CEO Julia Wei and will be part of Edelman’s regional creative community led by APAC chief creative officer Tim Green. 

With over two decades of experience, Ko has gained acclaim for his innovative campaigns for Income, Google, POSB, DBS, Heineken, Tiger Beer, GIC, and HPB. His work has been recognised on local, regional, and global platforms. Additionally, he has contributed to elevating Singapore’s marketing industry standards by serving as a judge at prestigious local award shows, including The Gongs, Hall of Fame, and Crowbars.

Ko joins Edelman Singapore from Accenture Song, where he served as creative director for two years. Leading the tech-powered creative group, he spearheaded transformative campaigns that addressed business challenges through integrated solutions in advertising, branding, digital, PR & activation, marketing strategy, and innovation.

His previous roles include group creative director at 72 and Sunny, creative director at The Secret Little Agency, and creative group head at Iris Worldwide. He has also held key creative positions at renowned agencies, including BBH, DDB, and Publicis. 

Speaking on the appointment, Green said, “Ko’s impressive creative career involves a unique blend of storytelling, story-doing, branding, and business transformation—all skills critical in an era of ‘Trust in Crisis’, when attention alone isn’t enough to mobilise audiences. We are thrilled to welcome him aboard Edelman as we forge ahead to unlock the power of earned creativity to change the world.”

Also commenting on his new role, Ko shared, “I am thrilled to join Edelman Singapore to contribute to its continued innovation and growth. Edelman has consistently pushed the boundaries of creative excellence and set new standards for earned creativity. I look forward to joining this talented community to craft compelling, transformative, and effective programmes that help our clients win with their audiences.”

Edelman Singapore is home to over 120 consultants and serves as one of four global hubs for the network. This year, the firm recorded its strongest showing at The Cannes Lions Awards 2024, winning a Titanium Lion, four Gold Lions, six Silver Lions and five Bronze Lions for nine separate client campaigns from EMEA, North America and APAC. 

Singapore – Independent creative group DO. in Southeast Asia has been appointed by Red Bull to handle its strategic and creative business in Vietnam. The agency is deep in creative and production currently and the work is expected to launch in the second quarter of 2024.

Beer Poonnotok, founding partner and executive creative director at DO. SEA, commented, “No better way to start our DO journey with an iconic brand like Red Bull. Personally, my passion and connection with the brand runs deep on so many levels. We put work in front of the client that not only excites us but will also have a significant impact on both the brand and the culture in Vietnam.”

Meanwhile, Matthew Collier, managing director of DO. SEA, said, “Winning such a prestigious brand as Red Bull in Vietnam is vindication of our ambition across the region. Myself and Beer have both lived and worked in Vietnam previously and having that market insight aligned with category experience and our desire to get to good work quickly were recognised by TCP and resulted in a win we’re incredibly proud of.”

Red Bull is under the ownership of the Thai F&B conglomerate TCP Group. In Vietnam, TCP Vietnam Co., Ltd., manages all operations related to the Red Bull brand, aligning its strategies with those of TCP Group in Thailand. 

Presently, Red Bull stands as the foremost premium energy drink in the Vietnamese market.

DO.SEA officially launched in May 2023 with the acquisition of regional digital media and KOL agency Ambient Digital Group creating an integrated proposition of creative, digital and KOL divisions all under one roof. 

Singapore – The Secret Little Agency (TSLA) and Mandai Park Holdings have announced that it is closing their creative chapter as Mandai had recently called a new creative tender, as managed by R3. This marks the end of TSLA and Mandai’s seven-year work together, which began in 2017.

Mandai appointed TSLA back then as its lead creative and branding agency globally following a heavily competitive pitch process.

TSLA previously worked with Mandai for a new masterbrand and brand world back in 2021, as the multi-year rejuvenation of the Mandai Wildlife Reserve continued. This was done with TSLA’s global brand practice Anak, and aimed at bringing Mandai’s group branding ambitions to life on both a domestic and global level.

Photo Courtesy: The Secret Little Agency

From naming, brand strategy to brand architecture, and visual development across thousands of touch-points both digital and offline, the 4 year branding journey was often referred to as “a new playbook for biodiversity.”

More recently, TSLA and Mandai launched the highly-anticipated Bird Paradise, effectively migrating both brand and production from the former Jurong Bird Park into what is today the world’s largest free-flying aviary.

Eunice Tan, group CEO at The Secret Little Agency, said “Together with Mandai, we created something special that all Singaporeans can be proud of globally, shifting Mandai from just a zoo brand, to a global platform for wildlife conservation and biodiversity. The entire team at Mandai have been fantastic collaborators, and at this moment, there is only a sense of appreciation and deep pride for what we’ve been able to achieve together.”

Meanwhile, Belina Lee, deputy CEO, transformation and growth at Mandai Wildlife Group, commented, “In this changing of the guard, we want to thank our long-standing partner, The Secret Little Agency, who journeyed with us for seven years, and with our stakeholders, laid a solid foundation for the Mandai brand world. We are grateful to have strong partnerships, both present and future, as we transform the Mandai Wildlife Reserve from a collection of world-leading wildlife parks to a globally iconic destination.”

Kuala Lumpur, Malaysia – Malaysian digital telco Yoodo has appointed The Clan as its new lead creative, social, and digital agency for the next 12 months in a 7-way pitch.

This appointment of The Clan extends is for a period of 12 months with an option to renew for the next 12 months, covering the spectrum of creative ideation, strategy, creative output, social media strategy, and content development. 

As life evolves for both the brand and agency in 2024 and beyond, Yoodo looks forward to enhancing its brand connection through this partnership with the Clan, further enriching its customers’ experiences. 

Casey Loh, creative chief at The Clan, said, “We are honoured to be given the opportunity to work with an innovative brand like Yoodo, which has all the makings of a gamechanger in the telco industry. Yoodo’s philosophy in challenging the status quo echoes Clan’s DNA to bring about positive change in everything that we do.”

Yoodo has since grown from strength-to-strength with a continued approach in innovation to differentiate itself from other telco players in an increasingly competitive environment. The telco brand empowers its users with full customisability of their mobile plan from 31 billion combinations through its app, while rapidly adopting breakthrough mobile connectivity solutions like seamless eSIM activation in under 5 minutes.