Tag: Dentsu Creative

India – Dentsu South Asia has strengthened its leadership team as part of its integrated growth strategy, appointing Amit Wadhwa as CEO of Dentsu Creative & Media Brands for South Asia and Anita Kotwani as chief client officer for South Asia.

In his expanded remit, Wadhwa will oversee Dentsu’s creative and media practices across South Asia, driving closer collaboration among the network’s three creative agencies—Dentsu Creative Webchutney, Dentsu Creative Isobar, and Dentsu Creative PR—and its five media brands: Carat, dentsu X, iProspect, Posterscope, and Sokrati.

Wadhwa’s key focus will be to dismantle silos and foster a unified operating model that aligns creative and media as a cohesive, integrated force.

“This level of integration hasn’t been done in a long time, giving us the opportunity to shape a new way forward. Success isn’t about a single idea or individual – it happens when the right people collaborate, take ownership, and act with intent. That mindset is what’s driving the next phase of growth at dentsu South Asia,” Wadhwa stated.

“For years, Media and Creative have been distinct powerhouses, each delivering impact in their own way. But the future demands integration, not silos. We are bringing them together – not just for efficiency, but to create a more connected, agile, and strategic approach to solving challenges. 2024 laid the foundation for dentsu; 2025 is about momentum – bigger ideas, faster execution, and smarter impact. With some of the brightest minds in the industry, I’m excited for what’s next,” he further emphasised.

Meanwhile, Kotwani will lead client-centric strategies aimed at deepening partnerships and aligning solutions with rapidly evolving business needs. As chief client officer for Dentsu South Asia, she will drive transformative growth by embedding client-first thinking into every strategic decision.

She will oversee integrated client teams across creative, media, and CXM while also expanding the network’s footprint in high-growth areas such as business transformation (BX), retail, and commerce. Her focus will be on delivering tailored, high-impact solutions by leveraging network-wide expertise, advanced technology, and strategic partnerships.

Kotwani commented, “Clients power everything we do. This role is about creating high-impact partnerships by understanding their challenges and delivering solutions that generate measurable business growth. My focus is on accelerating their success through integrated capabilities, tailored strategies, and seamless execution. We are leveraging dentsu’s full ecosystem to create market-leading solutions that enable brands to scale, adapt, and lead with confidence.”

She added, “With extensive experience in building enduring client relationships and shaping large-scale media and marketing initiatives, I am committed to delivering long-term value. We are bringing together expertise, innovation, and deep market insights to help businesses unlock new opportunities, strengthen brand positioning, and create exponential impact. This is about setting new benchmarks for growth and ensuring our clients stay ahead in an ever-evolving market.”

This strategic leadership realignment reinforces Dentsu’s commitment to delivering seamless, insight-led solutions under a unified vision. Both Wadhwa and Kotwani will report jointly to Harsha Razdan, CEO for South Asia, and Prerna Mehrotra, CCO and CEO of Media for APAC.

Razdan said, “Marketing today is more complex than ever, but complexity shouldn’t slow businesses down. At dentsu, we’re making it simpler, smarter, and more human. Our ‘One dentsu’ model brings together media, creative, technology, and customer experience to solve real business challenges. Impact comes from both integration and transformation.”

“Amit will drive powerful ideas that break silos and unlock new possibilities, while Anita will deepen client partnerships to ensure our strategies create measurable growth. Together, they will lead people-centered transformations, helping brands navigate change with clarity, confidence, and results. This is ‘Innovating to Impact’ in action – marketing built for the future, today,” he added.

Indonesia – IKEA, in partnership with Dentsu Indonesia, has introduced a campaign that encourages family interaction by redesigning traditional furniture assembly manuals into more collaborative and child-friendly guides.

Called the ‘Bonding Instruction’, the initiative reimagines IKEA’s traditional assembly manuals with minor but thoughtful adjustments to encourage cooperation. The updated guides include step-by-step stories, child-friendly visuals, and a modified Allen key with an easy-grip handle designed for smaller hands—turning furniture assembly into a shared activity between parents and children.

Developed by Dentsu Indonesia, the redesigned manual is part of IKEA’s broader effort to help urban families reconnect, positioning everyday tasks as opportunities for interaction and engagement. By incorporating storytelling elements and simplified tools, the activity becomes a way for families to spend meaningful time together.

The Bonding Instruction is included with every purchase of IKEA products related to children’s needs, encouraging at least 30 minutes of quality family interaction. A digital version is also available for families who already own the products and wish to participate.

Defri Dwipaputra, executive creative director at Dentsu Creative Indonesia, commented, “In Indonesia, where family ties remain the most important fabric, bonding time should be a cherished shared experience to enhance family connections.”

Dwipaputra further explained, “Bonding Instruction was, therefore, created to combine the essence of IKEA’s values of togetherness and simplicity – elevating its passion for life at home and, in turn, connecting families through quality activities, proving that even everyday moments can create lasting memories.”

IKEA’s Bonding Instruction aligns with its mission of creating homes that bring people closer together. The activity is designed to support children’s growth and turn furniture assembly into a meaningful learning experience shared with parents.

It also responds to children’s desire for more quality time with parents who are often preoccupied with the demands of urban life.

The campaign was rolled out across both offline and online platforms, including in-store displays and interactive Instagram Stories Highlights, to broaden its reach and engagement.

Irfansyah Kurnia Putra, head of country marketing at Ikea Indonesia, commented, “We are converting our product building time into treasured bonding opportunities, transforming what was once a mundane assembly process into meaningful shared family experiences. With Bonding Instruction, dentsu has understood our strong affinity with our customers, enabling a simple modification to our instruction manual that has reimagined bonding experiences for Indonesian families.”

Kuala Lumpur, Malaysia – Homegrown halal quick service restaurant Marrybrown has recently tapped Dentsu Creative Malaysia for the launch of Marrybrown’s Ramadan Riang Ramadan Raya menu, with a bold, bite-sized, storytelling campaign to match the energy of today’s online audiences.

With Raya being a “superbowl” period in Malaysia, Dentsu Creative Malaysia’s campaign for Marrybrown was delivered to let the local homegrown Halal Quick Service Restaurant stand out through a comedic approach. 

Inspired by Malaysians’ unwavering love for sambal pedas and the excitement surrounding Ramadan-Raya content, the campaign bucked the trend of emotional, long winded narratives, and instead took a fresh, fast-paced approach in delivering engaging, high-impact content that gets straight to the point. 

Blending humour, relatability, and the anticipation of Raya, the campaign features three short episodes, which showcase how Malik, a young working adult who received a good Raya news, that turns into series of excitement. The series is designed to drive engagement across social media, inviting Malaysians to experience ‘pedas tak terkata’ that embraces the thrill of spicy sambal. 

Lynn Low, chief marketing officer at Marrybrown, said, “We wanted to tap into the thrill of Ramadan and Raya in a way that feels true to how Malaysians consume content today—short, punchy, and packed with flavor, much like the dishes we’re offering. This campaign is all about celebrating the pedas-loving, story-craving Malaysian spirit, and what better way to do that than with a spicy, limited-time menu that’s as exciting as the season itself? We’re thrilled to have a partner, like Dentsu Creative Malaysia, that understands our audiences and dared to be different.” 

Meanwhile, Ahmad Nazril Ibrahim, executive creative director at Dentsu Creative Malaysia, commented, “Ramadan is a time of tradition, but also a time of joy and togetherness. With this campaign, we wanted to take that energy and turn it into snackable, entertaining content that reflects how Malaysians interact today. From playful humour to unexpected twists, every piece of content is crafted to keep audiences engaged while celebrating their love for all things spicy.” 

Vietnam – Suntory PepsiCo’s Mirinda has launched a new online-to-offline (O2O) Tet campaign alongside Dentsu Creative Vietnam, placing a refreshing view on festive joy with a deeper purpose. The campaign–titled ‘Vui tụ Tết, Kết tình thân’ (Playful Tết gatherings that bonds families together), focuses on the value of family bonding during these festivities.

For years, Mirinda has been synonymous with youthful energy and humour, but over time, it has become perceived as a brand for teenagers, making it challenging to connect with young adults. Mirinda needed to evolve its identity, where being an icon of playfulness is not just about games or entertainment, but about unlocking life’s possibilities, bringing people closer, and spreading joy.

The Tet 2025 campaign serves as a pivotal moment in this transformation, reinforcing Mirinda as a cultural icon of playfulness that brings people together beyond just entertainment.

Tapping into cultural insights from South Vietnam, particularly the Mekong Delta, where Mirinda is a well-loved brand connected to the local community, Dentsu Creative Vietnam uncovered that the magic of Tet has faded for many young people. 

While they may return home for Tet, they often remain distracted by their digital lives, leading to a disconnect between generations. Yet, in a culture that thrives on togetherness, families connect best through playful activities, a spark that creates laughter, joy, lasting memories, and Mirinda is the catalyst for connection.

Moreover, The experiential campaign was executed through a dynamic O2O strategy in collaboration with Quang Hùng MasterD, a prominent Vietnamese singer-songwriter, bringing Mirinda’s playful spirit to life across multiple touchpoints:

  • A thematic key visual (KV) and television commercial (TVC) aired on OOH and social platforms.
  • A series of interactive mini-games on Facebook and an engaging filter on TikTok to enhance digital engagement.
  • A first-of-its-kind Playground activation in the Mekong Delta on New Year’s Eve, designed to foster in-person connections.
  • A special gifting package to further integrate the campaign into traditional Tet gifting culture.
  • Comprehensive in-store activations at leading retail chains such as Go!, Co.opmart, Circle K, and GS25, ensuring high visibility and participation.

Huynh Thanh Nhan, marketing manager at Mirinda, said, “At Mirinda, we understand that staying relevant means evolving with our audience, especially on a significant holiday like Tet. With Dentsu Creative Vietnam, we embraced the challenge of redefining playfulness—not just as fun, but as a force that fosters real connections. The team brought this vision to life by turning cultural insights into an engaging, impactful campaign that remains deeply relatable to our consumers. Through this, we hope to inspire families to rediscover the joy of togetherness in a way that feels fresh, meaningful, and true to the spirit of Tet.”

Meanwhile, Juan Miguel Abril, senior creative director at Dentsu Creative Vietnam, commented, “Tet is more than just a celebration—it’s a moment of deep emotional connection for families. Our team was passionate about crafting a campaign that not only captures the festive spirit but also resonates with the cultural nuances of the Mekong Delta. By blending creativity with meaningful insights, we’ve transformed playfulness into a bridge that brings generations together, making Tet more joyful and memorable.”

Singapore – Singapore’s Ministry of Culture, Community and Youth (MCCY), in partnership with Dentsu Creative Singapore, has launched a digital campaign showcasing the dedication, resilience, and extensive support networks that drive Singaporean athletes to success.

The campaign’s hero film, ‘Every Support Counts,’ highlights the collective effort behind an athlete’s journey to success. Featuring three distinguished homegrown athletes, it showcases the vital role of sports nutrition, psychology, physiology, biomechanics, strength and conditioning, and the unwavering support of loved ones in helping athletes overcome challenges both on and off the field.

Beyond the hero film, the campaign expands into five content videos featuring Team Singapore athletes from various sports, including parasports. These athletes share their personal journeys, illustrating the dedication behind their success—from countless hours of training and meticulous nutrition to mental resilience and the drive to reach the pinnacle of their sport.

The campaign features 11 Team Singapore athletes from various sports, including fencing, table tennis, wushu, cycling, and para sports. Among them are Amita Berthier (fencing), Chan Han Siong (para shooting), Izzac Quek (table tennis), Joan Huang (goalball), Kimberly Ong (wushu), Loo Keyon (fencing), Megan Lee (badminton), Riyadh Hakim (cycling), Shanti Pereira (sprinting), Teh Xiu Hong (shooting), and Wong Zhi Wei (para swimming). These athletes represent the dedication and perseverance required to excel in their respective fields.

Supporting them is a team of 10 sports doctors, coaches, and scientists who play a crucial role in their success. This includes shooting coach Deanne Pheong, strength and conditioning coaches Farzad Jalilvand and Razak Mansor, sport biomechanists Goh Wan Xiu and Ivan Ee, physiotherapist Kelvin Ng, fencing coach Oleg Matseichuk, sport dietitian Parimala Sivaperuman, sport psychologist Dr. Shermaine Lou, and sport physiologist Tan Jing Wei. Their expertise in areas like biomechanics, nutrition, psychology, and conditioning helps athletes push their limits and achieve peak performance.

Marielle Nones, associate creative director at Dentsu Creative Singapore, commented, “While athletes are typically celebrated in moments of victory and achievements, with this campaign, we aimed to shed light on the often unseen yet essential aspects of an athlete’s journey.”

She added, “It was key for us to use video content to create an authentic and educational narrative. By featuring real  athletes and the specialists who support them, we hope to inspire the next  generation of sports talent in Singapore and emphasise the importance of a  holistic approach to athletic success.”

The campaign will launch across YouTube, Meta, and TikTok, aiming to drive widespread engagement and inspire audiences to recognise the science, discipline, and dedication behind every champion.

Singapore – Dentsu has appointed Fiona Huang as managing director of Dentsu Creative Singapore to scale its creative business, with effect from 25 March 2025. 

With over 17 years of driving brand-to-business growth through award-winning creative excellence and marketing effectiveness, Fiona has consistently initiated and delivered outstanding results for new-to-market brands, local and global icons across a multitude of categories – including tourism, F&B, technology, lifestyle, art, institutions. 

Speaking on her appointment, Fiona said, “There’s never a dull moment in the landscape that we operate in, so we must never be dull too. There are more ways than ever for us to reimagine the future of creativity, so the onus is on us to keep at it meaningfully with intention and agility.”

She added, “I look forward to working with every talent on the floor and our client partners to steer this new chapter together – harnessing dentsu’s longstanding strength in innovation and technology to play out the intersection of innovation and creativity – in service of creating common ground between brands and people.”

Meanwhile, Prakash Kamdar, CEO, dentsu Singapore, and CEO, Clients & Solutions, SEA, dentsu, commented, “With a proven track record of strategic leadership and operational excellence, Fiona embodies the drive and vision for the power of creativity to propel our creative business to its next chapter of growth. This appointment reinforces our commitment to innovation and sustainable success, and I am confident that Fiona’s expertise will inspire our teams and deliver impactful value to our stakeholders.” 

Huang’s appointment comes on the back of dentsu Singapore naming Rahul Thappa as Managing Director for its CXM and Media business to enhance its integrated adtech and martech solutions. Dentsu Singapore continues to power integration across its Creative, CXM and Media practices since adopting this unified market approach for a client-centric focus since 2020. 

Indonesia – Jasa Marga, one of Indonesia’s highway operators, has partnered with Dentsu Creative Indonesia to address the risk of microsleep-related road accidents, a major factor in 80% of toll road crashes. This danger is particularly high on the 1,167 km Trans Java Toll Road, where long stretches require sustained driver focus.

To tackle this issue, the initiative introduces WAKEUPADS, a scientifically engineered audio alert designed to enhance driver awareness and reduce the risk of fatal accidents.

In collaboration with Spotify, WAKEUPADS repurposes the familiar lullaby “Nina Bobo” into an auditory wake-up call, leveraging Indonesian drivers’ habit of listening to music on long journeys. Using advanced sound design techniques proven to boost alertness, the lullaby is strategically modified to serve as a subtle yet effective safety prompt.

Spotify’s geofencing technology ensures that these alerts are automatically triggered in high-risk zones, providing timely cues to help drivers stay focused. Additionally, WAKEUPADS integrates with Jasa Marga’s navigation app, TRAVOY, guiding fatigued drivers to nearby rest areas.

Since its launch, WAKEUPADS has reached 648,000 drivers in high-risk areas along the Trans Java Toll Road, leading to a 57% increase in rest area visits near geofenced locations and raising awareness of microsleep risks, encouraging safer driving habits.

Australia remains one of the biggest markets globally for many industries, including in marketing and advertising. Alongside New Zealand, these markets contribute to a growing industry scene where brands and B2B firms flourish thanks to an abundance of agencies helping these companies to thrive in the ANZ market and reach more potential clients and consumers.

This is exactly what Dentsu Creative and Merkle does–with the former helping brands to reach consumers through engaging campaigns and marketing initiatives, with the latter helping firms to utilise the power of data and analytics to improve customer experience (CX) and digital transformation. The big question is: how does a sole leader for both of these practices hold up in a competitive market much like ANZ?

To learn more about this, we recently sat down with Kirsty Muddle, CEO of Dentsu Creative ANZ and CEO of practices & products for ANZ at Merkle to learn more about her balanced agency leadership, and how she strives to always make marketing and technology work together through their own initiatives.

Understanding personal leadership philosophy

For Kirsty, her leadership philosophy as both leading Dentsu Creative and Merkle in ANZ is building a foundation of authenticity, empowerment, and continuous learning. Among those key traits include leading by example, learning from failure, and setting boundaries.

“So many leaders get this wrong, when it should be so simple. I believe in showing up, being human, and making myself available for my team. Leadership isn’t just about setting the direction, it’s also about setting the tone for collaboration, trust, and accountability,” she stated.

In terms of learning from failures, she added, “We all fail! So let’s not shy away from it. Instead, embrace and encourage a culture of taking risks and failing fast. Some of the best ideas come from pushing boundaries.”

With a focus on bringing modern creativity to life, Kirsty finds innovative ways to help clients grow their brands and form deeper, more meaningful connections with their customers. She also leads a team of passionate people across creative, strategy, production, earned attention, digital experience, entertainment, public relations, content, social media, Indigenous affairs, and government relations.

Keeping the team engaged

When asked about her way of creating initiatives to keep the agency’s talents engaged, Kirsty stated that creative and entrepreneurial thinking comes when their teams collaborate and unlock the broader dentsu community in order to solve client problems.

“We place a lot of emphasis and importance on creating a culture that values transparency, fosters innovative thinking, and has the right structures in place to enable cross-functional collaboration,” she said.

Some of those initiatives include ‘10 at 10’ where short, hyper-focused updates are done where the team covers the most important things for the week, and ‘Hour of Power’ which are longer, monthly deep dives where the team shares knowledge from key projects, hear from clients, and showcase big ideas or interesting work from across the network.

Moreover, they also do pitch recap sessions to spark inspiration and have open discussions on where the team and its talents can pivot next time.

Navigating industry challenges

Kirsty remarks that no two days are the same in the marketing and creative scene–and that she loves these changes amidst constant evolution. First, she recognises market pressures, noting that the industry faces tighter budgets and increased client expectations. However, she sees this as an opportunity for them to be more efficient.

“This presents an opportunity to think about efficiencies within our business and ensure we’re focusing on value-driven solutions to ensure we’re creating an impact, even in a tough market,” she explained.

Part of the challenge they’re also navigating is innovating their business, stating, “Connecting our teams around client needs has created new opportunities for collaboration across the group. This shift has allowed our people to work across more diverse projects, engage with different clients, and has opened the door to learn from other inspiring people within the global dentsu network.”

Connected to that as well is their goal of continuously refining their product offering, making sure that they clearly define what success looks like. Given that they work in the B2B scene–an industry that is growing whilst most other budgets are under pressure–it is an area that they specialise in from market understanding and consumer dynamics to deliver in tech, media, and creative.

“This has given us the foundation to ensure our creative teams are delivering tier-one work for our tier-one clients, and our CX capabilities are deeply ingrained throughout the business,” she added.

On the other hand, while technically not a challenge, Kirsty also notes that technological advancements are an area that they all have had to learn about and adopt quickly, such as the use of ‘Agentic AI’.

“We are in a productivity lull as a nation, people need time back to focus on the things that are critical yet we still have cumbersome methods and multiplicity that compounds on our time. At dentsu, we’re not just leaning in, we want to be a leader in this space and find meaningful innovation that creates business value and drives impact for our clients and ourselves,” she further noted.

Reflection of milestones and what lies ahead

While Dentsu Creative is just two years old, Kirsty remarked how far their practice has reached, given the multiple services they are able to provide to their clients, especially in the B2B space.

“We have brought together capabilities across Brand, PR, Social, Government Relations, Experience & Connected Commerce and Content Supply Chain to deliver what clients need now, but we’re also geared for the future,” she said.

She added, “We have now diversified our work with clients like NBN and AMEX, delivering E2E Creative solutions for them, and seeing businesses like online retailer The Iconic grow with accelerated velocity as a result of this type of thinking. It’s been a big and hugely rewarding 2 years – and we’re just getting started.”

When asked on her leadership advice in terms of inspiring future leaders in the marketing industry, she summarised it into four key points: 

  • Build a team of resilient and adaptive marketers, so you can remain agile. 
  • Maintain an open mindset. Things move quickly; it’s our job to anticipate what our clients need next. 
  • Celebrate both the wins and the losses. 
  • The best ideas can come from anywhere, so keep your eyes and ears open.

“Our industry is dynamic and demanding but filled with opportunity. Great leaders are those who listen, adapt, and remain curious,” she concluded.

***

Successful marketing agencies play a crucial role in delivering effective B2B solutions, helping businesses connect with their target audiences and drive growth. They craft data-driven strategies, create compelling content, and leverage digital channels to enhance brand visibility and engagement. 

By understanding industry dynamics, optimising campaigns, and fostering meaningful client relationships, these agencies enable businesses to navigate competitive markets with confidence and agility. Through innovation and strategic execution, they empower companies to build credibility, generate leads, and achieve long-term success in an ever-evolving business landscape.

Singapore – Singapore’s Ministry of Health (MOH) has partnered with Dentsu Creative Singapore to launch a campaign urging Singaporeans aged 40 and above to enrol in ‘Healthier SG’ and take charge of their health through preventive care.

Titled “Live for Tomorrow, Today,” the campaign is part of MOH’s broader efforts to promote preventive health. It highlights the importance of early health management, emphasising that neglecting one’s well-being today could lead to missed opportunities in the future.

The campaign includes a series of key visuals and a film directed by Nicky Loh in collaboration with Abundant Productions. It underscores the benefits of early health management in preventing or delaying chronic conditions, reinforcing the idea that good health is not a matter of luck but the result of proactive, informed decisions supported by available healthcare resources.

Through storytelling and a multi-channel rollout, “Live for Tomorrow, Today” supports MOH’s efforts to encourage Singaporeans to adopt preventive health measures, promoting long-term well-being and healthier lifestyles.

Stan Lim, chief creative and experience officer at Dentsu Creative Singapore, commented, “Our creative approach was built around the idea that every neglected moment of preventive care represents an opportunity lost. With ‘Live for Tomorrow, Today,’ we invite individuals to view their health as an investment in a future where every moment truly matters.”

The campaign will be launched across multiple platforms, including train station visuals, digital screens, print, TV broadcasts, and targeted messaging on digital and social media. This broad rollout aims to increase awareness of preventive care and inform the public about steps they can take to maintain their health.

Thailand – The Stop Gambling Foundation and Dentsu Creative Thailand have joined forces to launch an initiative that turns the tactics of gambling ads against themselves to expose the risks of online gambling and protect Thai youth from addiction.

The “Tit for Tat: Stop Online Gambling” campaign repurposed gambling ads, altering their content to highlight the risks instead of promoting gambling. Designed to resemble typical gambling promotions, the ads ultimately revealed real stories of young people affected by gambling addiction.

Dentsu Creative Thailand developed the campaign’s strategy, using the same tactics as gambling ads to raise awareness of their risks. The ads were placed on TikTok, a key platform for Thai youth, to maximise visibility.

The campaign responds to the growing crisis in Thailand, where, despite being illegal, online gambling draws over three million children—one-third of all youth—into debt and crime each year. Gambling sites exploit social media ads to target vulnerable youth, bypassing efforts to block them.

Using the same digital strategies as gambling websites, Dentsu Creative Thailand aimed to counter deceptive online gambling ads, raising awareness among Thai youth and encouraging informed decisions.