Tag: Dentsu Creative

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.”

APAC – Advertising agency Dentsu Creative has released its 2023 Global CMO Report, ‘Creativity at a Crossroads’, revealing that the current industry landscape is at a crossroads, but it is one empowered by creativity and technology.

Data from the report indicates that 30% of CMOs prioritize strengthening customer relationships, while 28% focus on engaging with changing audiences, responding to evolving consumer behavior, representing diverse audiences, and adapting to new technology.

It also states that CMOs seek tech-human experiences, with 87% agreeing brands are forged through experiences and 88% valuing alignment between customer experience and brand promise. CMOs have begun to embrace new interfaces such as voice, gesture, AR and AI. 

Additionally, CMOs are now prioritizing entertainment for brand building, investing in platforms like podcasts and programming. 79% agree that advertising is easier to ignore, and 80% see technologies like live streaming blurring content-commerce lines. Humor is resurging, with 58% aiming for joyful moments in advertising amidst crowded, uninspiring messaging.

Talking about AI, CMOs cautiously embrace AI, appreciating its efficiencies but doubting its ability to deeply engage customers. Notably, while some worry about AI’s impact on their jobs, 75% think it can’t fully replace human creativity.

CMOs also increasingly care about balancing purpose and profit, with 62% worrying about their impact on the environment and society, while 64% express concern that their media funding could lead to political polarization. However, 81% believe brands can use their budgets to support diverse voices, maintaining that advertising can be a force for good.

Lastly, CMOs prioritize creativity in response to audience demands for brand integrity and engaging content with 85% seeing creativity as an economic catalyst. Unlocking the creativity needed to thrive in today’s connected world sits firmly at the intersection of brand, experience, and culture. Fortunately, sweet spots are now emerging for brands and businesses to connect with modern customers in the spaces and places that matter most.  

Patricia McDonald, chief strategy officer of Dentsu Creative, observed, “To own the audience, we need to connect in the spaces and places that matter most to them. The challenge is that audiences are changing: they have new expectations, new behaviors, and new values shaped by a deeply connected world.” 

“Their expectations have soared while their attention has polarized-they can dive deeper than ever into the things they love and find it easier than ever to ignore the things they don’t. So, brands must be built in new ways through experiences, through culture, and through action. The choice is simple: engage or be ignored,” she added. 

Meanwhile, Amit Wadhwa, CEO, Dentsu Creative India, commented, “Now, in a world where AI threatens to steal the spotlight from human creativity, it is reassuring to see that a massive 73% of India’s marketers firmly believe that Generative AI will never outshine the boundless brilliance of the human imagination. Frankly, I couldn’t agree more. The report underscores this crucial juncture where creativity, technology, and strategic insights blend – setting the stage for an exciting future in the world of marketing.”

Singapore – Dentsu Creative has been appointed by RMIT University as its creative agency for Australia and Southeast Asia. This is part of RMIT’s new brand strategy ‘Knowledge with Action’.

The appointment marks the first time RMIT has aligned with one brand and creative agency. Dentsu Creative will play a key role in supporting RMIT’s brand in Australia, promoting its heritage as one of Australia’s original tertiary institutions and highlighting its international reputation for excellence in education, research and engagement with industry and community. 

The agency is also responsible for building and strengthening RMIT’s presence in Vietnam as part of its country commitment which has seen the university invest in education, research, partnerships and campus infrastructure as Vietnam’s leading international university. 

For Kirsty Muddle, CEO at Denstu Creative Australia and New Zealand, they look forward to working with RMIT, knowing that its heritage in Australia and its strong global reputation make it a force within the education sector and a wonderful creative proposition for their team to work on. 

“RMIT’s commitment to using its knowledge, skills and capabilities to make a difference in the world, Knowledge With Action, aligns perfectly with Dentsu Creative’s belief in sanpo yoshi, creating work that is good for business, good for people and good for society. Universities are Australia’s third biggest export, and RMIT is a major player in an economically important sector,” she said.

Muddle added, “At Dentsu, we have over 200 RMIT alumni locally and globally, and we are invested in the future of one of Australia’s oldest tertiary institutions as they invested in so many of ours. We cannot wait to help elevate the work RMIT does in Australia and in the broader Asia Pacific region.”

Meanwhile, Chaminda Ranasinghe, chief experince officer at RMIT University, commented, “We are thrilled to be working with Dentsu Creative. The team’s passion and energy for our brand and willingness to build a true partnership were key factors in the decision. Dentsu’s truly global operating model makes them the perfect partner for us to drive growth into other markets and tell the RMIT story around the world.” 

India – Manzoor Alam has been appointed the new executive creative director (ECD) of Dentsu Creative India. Manzoor will be located in the agency’s Gurgaon office and will lead creative teams dedicated to clients such as Honda Cars, Max Healthcare, Catch Spices, Royal Stag, 100 Pipers, Herbalife, Hamdard, and Carlsberg, among others.

He will directly report to Joy Mohanty, chief creative officer of North at Dentsu Creative India.

Alam’s focus will be on developing the agency’s creative talent pool, as well as establishing it as a point for innovative, and high-calibre work, with a strong emphasis on modern creativity and the goal of cultivating a vibrant and forward-thinking creative culture that will enable the agency to craft campaigns that deeply connect with its clients.

Alam’s 20-year career has included stints at agencies such as McCann and Rediffusion, as well as his most recent stint at Lowe Lintas, where he created creative works for a variety of brands. Specifically, he made Google’s products, including Google Search, Google Photos, Google Assistant, Google My Business, and Google Voice, as well as other businesses such as those of OLX, HP, Maruti Suzuki, and GoDaddy.

Speaking about the appointment, Mohanty said, “Manzoor’s exceptional journey showcases a wealth of experience and an extensive portfolio of accomplishments with leading brands such as Google and OLX, as well as numerous start-ups and tech ventures.”  

He added, “His unique ability to infuse his ideas with a strong sense of humanity has endeared him to brands across the spectrum. We are thrilled to have him on board and are certain that he will be instrumental in taking our goals of Modern Creativity to new heights.”

Meanwhile, Alam stated, “In today’s ever-evolving consumer landscape, it is important to consider both the ‘when’ and ‘how’ of every idea. This calls for a cohesive and integrated approach to deliver our concepts effectively. Dentsu Creative India’s philosophy of ‘Modern creativity’ synchs well with this emerging trend.” 

“The organization’s strong emphasis on digital-first, tech-driven initiatives, and data-backed solutions amplifies the potential for impactful ideas to flourish. This is exactly what has drawn me towards Dentsu Creative India. I am excited and look forward to embarking on this inspiring journey,” he said. 

India – Dentsu Creative India has won the social media management responsibility for Dailyhunt’s latest and dynamic short-form news feed, Xpresso. Dentsu Creative India is tasked with creating persuasive digital communications for Xpresso in accordance with the given mandate.

To increase the influence of the brand, the mandate includes managing social media platforms, digital designs, and content marketing methods.

Dailyhunt’s app, Xpresso, provides short-form news, updates, and trends in a fun format. It does this by catering to the dynamic and tech-savvy younger users’ evolving content preferences by providing a visual news experience with images, videos, and more to keep them up to date on the most recent developments.

Bhagyashree Saini, marketing director at VerSe Innovation, expressed, “We are thrilled to partner with DENTSU CREATIVE India to further strengthen the digital presence of Xpresso, Dailyhunt’s captivating short-form news feed. By leveraging their expertise, we aim to elevate Xpresso’s social media presence and provide an engaging experience for our users.”

She added, “As today’s young demographic becomes increasingly driven and passionate about news consumption, this collaboration will enable us to effectively connect with our audience through captivating digital designs and impactful social media content, enabling them to stay informed and entertained at the same time. We look forward to a fruitful partnership with Dentsu Creative India.”

Meanwhile, Sahil Shah, President – Digital Experience, DENTSU CREATIVE India, commented, “Xpresso is quick, snackable & immersive, and above all, it’s made for today’s modern consumers. And that’s exactly how we want our marketing efforts to be. We are truly excited about how our ideas can seamlessly blend with the app’s overall thematic and I look forward for us to scaling the app marketing endeavours through fast and impactful campaigns.” 

“Also, welcoming Xpresso to our DC universe is a great validation for us, as it showcases the trust such new-age brands like Xpresso are putting in Dentsu Creative. We are thrilled to take this journey forward and make magic happen,” Shah added. 

Speaking of the partnership, Manika Juneja, managing partner at DENTSU CREATIVE India, said, “We are delighted to partner with Dailyhunt’s Xpresso to establish its digital presence. Creating content for a content platform that makes News Easy, Visual & Fun is a challenging task, and we look forward to creating exciting work that builds the brand and business.”

India – Surjo Dutt has been appointed as the new chief creative officer (CCO) for the West and South regions at Dentsu Creative  India, starting from September 1.  In his new role , Dutt will be responsible for leading the agency’s creatives, coordinating with creative teams, and developing solutions that make use of modern creativity for brands and aid business expansion. 

He will be reporting to Amit Wadhwa, CEO of Dentsu Creative India, in his new position.

Dutt has 24 years of experience, worked on more than 400 projects spanning over 70 brands and 20 categories. His career includes positions as the former chief creative officer at FCB India, national creative director – North at Sapient Nitro, and vice president and executive creative director (ECD) at JWT.

He has worked with companies including Pepsi, Frito Lay, Hero Motocorp, GSK, Google, Uber, Vistara, Dominos, Pernod Ricard, Nokia, Airtel, Nestle, and British Airways over the course of his career.

Speaking on the appointment, Wadhwa expressed, “I am delighted to welcome Surjo as our creative partner on this exciting journey at DENTSU CREATIVE India. Having previously worked alongside Surjo, I am well aware of his incredible talent for building powerful brands – a quality he has consistently demonstrated across every project he has been involved in.”

He added, “His seamless grasp of strategic contributions and deep understanding of the contemporary media landscape make him the ideal candidate to embody our philosophy of ‘Modern Creativity’. I firmly believe that together we will produce work that will leave a lasting mark in the industry.”

Meanwhile, Dutt said, “Dentsu has established itself as a creative powerhouse in India, delivering impactful campaigns that have made a huge impact across various categories. The conglomerate’s work has garnered recognition not only within the industry but also at prestigious national and international award platforms. I am genuinely thrilled and deeply grateful for this incredible opportunity.” 

He added, “I extend my gratitude to Amit and the dentsu team for acknowledging the value of my work and approach. I am looking forward to playing my part in this exciting new phase of DENTSU CREATIVE’s journey in India. The fact that I have previously worked with Amit and thoroughly enjoyed every moment of it is the icing on the cake for me.”

United Kingdom – Brewing company Carlsberg Group has appointed iProspect as its new media agency to manage all global advertising and marketing initiatives. After reviewing the process, iProspect was chosen because of its strategic acumen, originality, data-driven methodology, and track record of results.

Starting in January 2024, iProspect will take on the responsibility of media planning and buying for Carlsberg Group, serving as its designated media agency.

Søren Brinck, chief commercial officer at Carlsberg Group, said, “We are thrilled to have selected iProspect as our global media partner,” 

He added, ”Their comprehensive, creative and innovative approach, combined with their range of cutting-edge tools and strategies, convinced us that they are the ideal choice to drive our marketing and our brands’ to new heights. We are eager to collaborate closely with iProspect and leverage their expertise to achieve our objectives.” 

Carlsberg aims to use iProspect’s assistance to create an integrated media strategy, carry out campaigns, and keep its brand relevant and influential across all of the Group’s markets.

Meanwhile, Amanda Morrissey, global client and brand president, iProspect, said, “Sometimes things just feel right and ‘click’. For us, this was an immediate reaction from our entire international team, across all markets, when we started this pitch process with Carlsberg and, we understood straightaway what needed to be done. 

She added, “With a shared passion for the brands and their success, an ambition to create new opportunities to create meaningful connections with the consumer and a cultural connection that united us, we felt the spirit of partnership throughout. We can’t wait to get started and work together to create some of the best media work in the industry.”

Brinck also added, “We would like to extend our appreciation to our incumbent agency, Initiative, for their exceptional partnership throughout the years. We also thank all the participating agencies for their valuable contributions during the pitch process.”

Singapore – Dentsu Next, part of Dentsu Creative, has announced the debut of Mixer and Lucie, a pair of AI marketing solutions which aims to reinforce the agency’s commitment to establish meaningful connections with modern creativity between brands & consumers, through the use of technology to reinvent the future.

Mixer explores hundreds of scenarios based on the marketing requests input by users. This solution condenses a process that traditionally takes months into hours, while ensuring each fresh idea is generated. 

Moreover, Mixer propels go-to-market strategy, significantly reduces product development time with data-led analysis & insights for competitive advantage.

Meanwhile, Lucie is an advanced customer intelligence & engagement AI designed to enhance loyalty-driven experiences in the retail service industry, supported by dentsu Japan, with a team of dedicated engineers and research team. 

Lucie has two parts: the digital avatar production workflow AI Lucie and live generative production feature Live Lucie.

Richard Tan, CEO of Denstu Creative China, said, “The debut of MIXER & LUCIE, aim to optimise all brand interactions & create unparalleled experiences! dentsu brings value to businesses through our integrated ecosystem to seize opportunities in the AI-led digital marketing era – to maintain brands’ relevance and inspire authenticity across the customer journey. Ultimately, to help drive business profitability at every stage.”

Meanwhile, Alex Chu, creative partner at Dentsu Creative China, commented, “AI is becoming a cornerstone of customer service for businesses around the world. The key to growth is to strategically engage with evolved consumers, while being in control with content and creativity, to meet growing demands & capitalise on market opportunities.”

Singapore – Dentsu Creative in APAC has announced the appointment of Dan Paris as its new chief growth and product officer. Paris will report to Cheuk Chiang, CEO of the division in the region.

In this new leadership role, Paris will focus on driving growth with regional clients and bringing new ‘Modern Creative’ products to market across APAC.

Paris comes from TBWA Group Asia as its regional business development director and head of its specialist agencies and has also held stints previously under TBWA World health and The Integer Group. He brings with him almost three decades of expertise in agency leadership, network client leadership, and leading integrated disciplines across brand and commerce marketing.

“As we continue to drive growth across the APAC region, having someone with Dan’s experience and client connections will help propel us”, said Chiang. “The APAC leadership team and I look forward to working closely alongside Dan as we continue to bring Modern Creativity, our differentiating offering, to clients across the region. His strong strategic mind: proven success in relationship building and creating world-class operating models will help us deliver this.”

Meanwhile, Paris himself commented, “I am extremely impressed by dentsu and DENTSU CREATIVE’s end-to-end capabilities across Experience, Entertainment and Earned.” 

“It’s a true demonstration of its Modern Creative proposition – one of the broadest offerings that I’ve seen. I’m excited to leverage these to create new client connections and drive growth,” he continued.

Based in Singapore for over 20 years, Paris has provided strategic counsel to a diverse host of key international clients, covering a broad cross-section of industries including FMCG, Retail, Automotive, Healthcare, Airline and Travel, and Business-to-Business in the UK and Asia Pacific. Paris is also a regular contributor to industry activities providing keynote speaking engagements and thought leadership sessions in the region and is an avid supporter of the Effie Awards and the Institute of Advertising Singapore.

Paris has joined the business starting in May. 

In February, Dentsu Creative in Vietnam also appointed a new leadership, naming Siddarth Malhotra as its new CEO. 

Vietnam – Siddarth Malhotra, a veteran of the global creative and communications network dentsu, has been named as the new CEO of its dedicated creative division, Dentsu Creative, in Vietnam. Malhotra himself made the announcement on LinkedIn.

The appointment is an elevation where Malhotra served as managing director of the division for three years prior to moving into the current CEO position.

He is a seasoned leader of the dentsu network, particularly its Vietnam operations. He first joined dentsu in the market as chief client officer in 2018, and amidst leading Dentsu Creative Vietnam as MD which commenced in 2020, he also took on the role of being the CEO of Isobar in Vietnam, dentsu’s experience-led digital agency.

Back at Malhotra’s fresh appointment for Isobar, tripartite CEO Sanjay Bhasin who stands as the chief of dentsu for Thailand, Vietnam & Myanmar, praised Malhotra’s “deep understanding of how brands are built.” 

It has not been long since dentsu’s creative network, Dentsu Creative, was officially launched in the industry. It was in June 2022 when parent org dentsu international made the announcement, and shortly after, the team of Dentsu Creative in India make historical waves for sweeping the top awards at Cannes Lions 2022. 

In the end, Dentsu Creative India was hailed ‘Agency of The Year’ for its campaign ‘The Unfiltered History Tour’, which was developed for media company VICE.

Just before 2022 made a close, dentsu also unveiled a new leadership appointment in the market of Thailand. Oliver Kittipong Veerataecha was recently inaugurated as Group CMO of Brand Innovation at dentsu Thailand, which is also under Bhasin’s overall leadership.