Tag: DDB

Singapore – McDonald’s Singapore is introducing a way to reward its customers through the new ‘Collect Quest’ campaign in-app, which leverages first-party data.

The launch of Collect Quest comes along with a campaign in a tie-up with Coca-Cola, OMD, and DDB.

Through the app, customers can accomplish a set of tasks to collect digital badges and get a chance to win iPhone 16 Pro, Google Pixel 9, and staycations among others.

Badges are given to McDonald’s app users depending on how they use the app and how long they have been members. Gamified apps are also available to capture users’ attention.

The campaign aims to celebrate its relationships with customers by analysing past app behaviour. At the same time, it also invites people to engage more with the app.

Its data-driven approach is supported by Google Analytics (GA4), allowing them to segment audiences based on app users. The strategy aims to maintain its users and recapture lapsed users.

Launched in Singapore on December 2, the campaign will also be rolled out in the Philippines, Hong Kong, Taiwan, and India.

Louis Yeo, head of performance at OMD Singapore, said, “We had the task of analysing and activating the wealth of McDonald’s data in a scalable and effective way. Together with Annalect and our partners at Google, we managed to achieve this through GA4 segments tied to specific app behaviours and patterns. Collect Quest is just an early step in our effort to leverage first-party data and personalisation to maximise campaign performance.”

“At McDonald’s, we love finding fun ways to connect with our customers and make each time memorable. With Collect Quest, we’re bringing extra joy and adventure, along with surprises and rewards all month long!” Drina Chee, senior director of marketing  and digital customer experience at McDonald’s, commented.

New York, USA – Omnicom has unveiled the Omnicom Advertising Group (OAG), a new global entity that consolidates top creative networks BBDO, DDB, and TBWA with premier agencies from the Advertising Collective, including Goodby Silverstein & Partners, GSD&M, Merkley & Partners, and Zimmerman.

In an official announcement, Omnicom stated that uniting these agency brands under a single leadership will better meet clients’ demands for unprecedented creative solutions.

Under OAG, each agency will retain its distinct brand, culture, and team while benefiting from OAG’s collective investments in cutting-edge tools, technologies, specialist capabilities, and AI platforms. This framework aims to boost the agencies’ capacity for delivering world-class creativity, accelerate growth, and create expanded opportunities for the personal and professional development of their talent.

With the launch of OAG, Omnicom has also appointed TBWA CEO Troy Ruhanen as global CEO. Ruhanen will head the new global organisation alongside Deepthi Prakash, who has been named chief operating officer, and Denis Streiff, who takes on the role of global CFO.

Speaking on the launch, Ruhanen said, “OAG will make the best even better. One of the most exciting parts of this new division is that we can collectively invest in innovative offerings, such as Omnicom’s recent first-mover partnerships in GenAI.” 

“This will take our world-class creativity to the next level and keep our clients at the top of their industries. While we are excited to grow together, we will continue to celebrate and protect the uniqueness of each agency’s culture and entrepreneurship,” he continued. 

Within the agency networks, Nancy Reyes will serve as global CEO of BBDO, Alex Lubar will lead DDB as global CEO, Erin Riley will advance to CEO of TBWA\Worldwide from her previous role as CEO of TBWA\Chiat\Day US, and James Fenton will remain the CEO of the Advertising Collective.

The leaders of the agency networks within OAG will report to Ruhanen. 

Omnicom clarified that existing clients will continue to be serviced by their current agencies and teams, now benefiting from the enhanced capabilities of the expanded group. These changes will be implemented on January 1, 2025.

John Wren, chairman and CEO of Omnicom, said, “Clients want best-in-class talent, innovation, and seamless delivery of creative services around the globe. OAG will deliver on that promise while allowing our agency cultures to remain strong and evolve through shared investments and best practices. With Troy at the helm of this new division, I’m confident our creative agencies and all our incredibly talented minds will continue to set the bar for the industry.”

OAG is the latest addition to Omnicom’s portfolio, which also includes Omnicom Media Group (OMG), Omnicom Health Group (OHG), Omnicom Precision Marketing Group (OPMG), and Omnicom Public Relations Group (OPRG). The organisation has been strategically aligning its agencies into specialised marketing disciplines to deepen service offerings and foster greater collaboration across the group.

Manila, Philippines – DDB Philippines, a full-service marketing communications and services network in the country, has officially announced the appointments of Sarah De Joya and Kelvin Co as the agency’s new executive creative directors.

This appointment comes after the launch of its latest advertising campaign, ‘The Power to Move, an initiative that seeks to leverage the power of emotional storytelling, innovative ideas, and cutting-edge technology in developing brand campaigns.

Equipped with her forward-thinking approach to the Asian creative landscape, Sarah’s competence in producing business-impacting solutions in the industry will be a great asset to the agency. In particular, the recent campaign entitled “The Power to Move” aligns with her expertise in the ethos field.

Speaking about her appointment, Sarah shared, “My vision at DDB Philippines is to craft stories that resonate on a deeper emotional level, moving beyond traditional advertising to create experiences that genuinely touch lives and drive action.”

Kelvin, on the other hand, has a track record of award-winning campaigns and the ability to engage audiences in meaningful ways. His expertise in blending art with technology is instrumental in bringing this new project to existence.

“I believe in the synergy of creativity and technology to create campaigns that are not just visually stunning but also emotionally compelling and socially impactful,” said Co.

Anna Chua-Norbert, managing director at DDB Philippines, commented on this new era ushered in by these appointments, stating, “With Sarah and Kelvin at the helm, ‘The Power to Move’ becomes more than a proposition—it’s our commitment to our clients and the industry. We are set to create work that doesn’t just stand out but stands for something, driving real-world impact.”

Under their leadership, De Joya and Co are poised to revolutionise brand engagement and inspiration, advancing the agency’s vision to create campaigns that go beyond capturing the interest of their audiences—one that resonates with and moves them on an intimate level.