Marketing Featured East Asia

Peroni’s latest campaign in Hong Kong transforms cinema house into ‘House of PERONI’

Hong Kong – Global Italian beer brand Peroni Nastro Azzurro in Hong Kong has recently partnered with dentsu to take over the Emperor Cinema for its latest campaign. The cinema house is located in the city’s prime location in Causeway Bay and the campaign’s drive is to allow audiences to enjoy motion pictures in style with beer. 

Peroni’s takeover is the first 360-degree branded cinema house domination in Hong Kong. To help audiences fully emerge, Peroni has renamed the cinema house as ‘House of PERONI’, rebranded the 183 seat covers with special design; taking over digital displays, kiosks and TVC. Ultimately, audiences can grab their beers at the tasting booth outside during weekends before the show begins.

Sharing love and passion for movies has always been part of Peroni’s DNA, says the brand. It has long hosted popular outdoor cinema events like ‘Peroni Sunset Cinema’ in Singapore. 

According to the brand, they noticed that their Hong Kong consumers share the same appetite for film culture which pushed them to recreate something that has never been done before in the city and freshen up the brand and prepare for summer.

“We’re excited to make this sponsorship happen. On top of strengthening the brand presence in captive and immersive environment by owning a Cinema House, we also drive a scalable beer tasting experience to build a lasting Peroni impression of Summer Zest with consumers beyond standard media buy. We hope to uplift the summer vibes and position Peroni as summer essentials with this integrated media campaign,” said Kitty Kwan, associate planning director of dentsu Hong Kong.

The campaign has started to run from 11 May and will last until 2 August. 

Marketing Featured APAC

Prerna Mehrotra appointed into newly-created chief client officer role for dentsu APAC

Singapore – Dentsu has appointed Prerna Mehrotra into the newly-created role of chief client officer for Asia-Pacific. This adds up to Mehrotra’s existing role as chief executive office role for media in APAC.

In this newly created role for the region, Prerna will focus on designing and delivering an elevated client experience across dentsu’s services in creative, media and customer experience management (CXM). 

She also continues her responsibility of overseeing the group’s leading media brands Carat, dentsu X and iProspect, working closely with her leadership team, global and local market teams to deliver value across the media ecosystem on behalf of clients.

Speaking on her added role, Mehrotra said, “Partnering with clients has been the essence of my journey in this industry. In the last two decades, I’ve worked with a diverse mix of clients across many verticals and markets including Singapore, China and India. I find real joy in understanding a client’s business challenge and collaborating with them to solve for these challenges.” 

She added, “One thing has always been clear – my commitment to put forward the best of my agency’s expertise in creating a competitive advantage for the brands I work with. I can’t wait to continue this journey, pooling together the best talent, capabilities and thought leadership to drive excellence for the clients we work with.”

Meanwhile, Rob Gilby, CEO for APAC at dentsu said: “Prerna joined dentsu in 2016 as our Head of Investment and has continued to show her star quality, working across division and clients. This appointment is huge testament to Prerna’s tenacity and growth mindset. She consistently demonstrates outstanding leadership and understanding of the changing client and consumer landscape, innovating products and services to capitalise on new opportunities for growth. I look forward to working close

Marketing Featured East Asia

Dentsu HK appoints Tom Wan as CEO of Greater Bay Area solutions

Hong Kong – Dentsu Hong Kong has appointed Tom Wan as its chief executive officer for Greater Bay Area (GBA) solutions. In his new role, Wan will spearhead growth of the newly established business team across borders, realising the group’s commitment to contribute to their clients’ strategic growth in the region and weave capabilities with this important development paradigm for decades to come.

In his new role, Wan will report to Simone Tam, Group CEO of dentsu Hong Kong and work in partnership with the wider leadership team, across dentsu’s capabilities across creative, media and CXM.

Wan encompasses more than 30 years of experiences; beginning his career in New York and Hong Kong before spending the last 20 years in Mainland China. He then joined dentsu Hong Kong in February 2023.

Prior to joining dentsu, he served as the president of experience in Ogilvy China, which he oversaw the relaunch of the agency’s digital transformation and experience unit that covers the martech, data analytic, CRM, e-commerce, UI/UX, and performance media practice. He has also served as the CEO of IPG Mediabrands China and led key positions in the wider WPP Group APAC.

Speaking on his role, Wan said, “I’m excited to return home to Hong Kong after spending [over] 20 years of my professional career in the mainland market, be able to contribute my knowledge and experience to our clients’ growth strategy & initiatives in the GBA region.”

Meanwhile, Tam commented, “GBA is a primary growth strategy for many of our clients for the next decade. With Tom’s deep experience and knowledge of the mainland market, we are confident we can truly offer strong, practical business solutions for clients who are interested in GBA.”

Wan’s appointment follows the recent appointment of Dan Paris as the chief growth and product officer for Dentsu Asia-Pacific.

Marketing Featured APAC

Dentsu’s creative division in APAC names Dan Paris as chief growth and product officer

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. 

Marketing Featured Global

Hong Kong Tourism Board names dentsu as global media partner

Hong Kong – Hong Kong Tourism Board (HKTB), a government-subvented body tasked to market and promote Hong Kong as a travel destination worldwide, has appointed dentsu as its global media partner for Asia Pacific, Europe and North America, effective immediately.

Under the partnership, dentsu will work closely with HKTB globally to develop global communications strategy, media planning and buying, as well as support HKTB’s head office and worldwide offices.

Additionally, dentsu is also tasked with developing integrated campaigns to drive creative, production and KOL campaigns, utilising different channels to enrich visitor experiences and create business opportunities for travel-related sectors.

“Winning a global account based out of Asia Pacific is a huge testament to the expertise and insight of the local team as well as to our unique offering of a ‘one-stop’ integrated agency with a close network across the globe,” said Prerna Mehrotra, CEO of dentsu Media APAC.

Mehrotra added, “This win follows closely on the back of our recent win of foodpanda in the region – which was expanded from our remit in Taiwan, and demonstrates a steady trajectory of confidence and strength. This is a positive momentum that we will continue to work hard towards to stay on track of.”

Simone Tam, CEO of dentsu Hong Kong, also said, “We are very excited to be partnering with HKTB to promote Hong Kong to travellers around the world. Knowing what we will do will help to contribute to Hong Kong’s reputation and prosperity make it both exciting and meaningful.”

Meanwhile, Anson Hung, digital marketing director of Hong Kong Tourism Board, said that they feel confident that the dentsu team’s extensive industry knowledge and innovative approach will make them an excellent partner to help the board achieve its strategic goals. 

“We are excited to collaborate with them in creating memorable campaigns that truly resonate with our target audience,” Hung concluded. 

The partnership follows dentsu’s expanded remit with foodpanda targeted at supporting its media transformation journey.

Marketing Featured Southeast Asia

Dentsu bolsters leadership roster for newly formed SEA cluster

Singapore – Global marketing and advertising agency dentsu has announced the creation of a new cluster for Southeast Asia, alongside the appointment of a team of veteran industry leaders. The newly formed SEA cluster will include Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

The new appointees at dentsu are Sanjay Bhasin, now CEO of SEA; Prakash Kamdar, now CEO of clients and solutions SEA; and Bharti Agrawal​, CFO of SEA. The three will lead the fast-growing market for the network in the region. 

Prior to the new role, Bhasin was CEO of Myanmar, Thailand, and Vietnam at dentsu. He is a veteran of the industry with 30 years of experience across APAC and SEA region.

Speaking about his new appointment, Bhasin said, “Personally and professionally, I have also known Prakash and Bharti for several decades and we have built an exceptional chemistry during the years of working together. I could not ask for a better, more collaborative and talented team to embark on this new and exciting era together with.”

Meanwhile, Kamdar brings with him 27 years of expertise in digital marketing and digital transformation and has a strong track record in client-centricity and creating transformative solutions. He joined the digital industry back in 1997 and has been CEO of Singapore and Indoniesia at dentsu.

“I have played various different roles at dentsu in the last 11 years, however my deep love and passion has always been for using the combined power of creativity, design, data, media, and technology to create transformative solutions that help businesses and brands achieve their growth and good ambitions.” 

He also shared his excitement over working with Bhasin, Agrawal, and the rest of the agency’s SEA leaders to transform the fortunes of businesses and people’s lives through its integrated growth solutions.

Agrawal, similarly, is a proven leader with over 20 years of extensive financial experience together with operational, commercial and M&A expertise in listed and private organisations across the UK, Brazil, and SEA. 

Rob Gilby, CEO of APAC at dentsu, also commented, “It’s well documented that SEA is experiencing exponential growth and tremendous transformation. Aligning with this is a natural progression for the business and will support significant investment in and commitment to our people, our clients, our partners and our competitive capabilities in this important growth region.”

Most recently, dentsu International has expanded its partnership with foodpanda to support its media transformation journey and bring closer collaboration across the markets of Hong Kong, the Philippines, Malaysia, Singapore and Thailand.

Marketing Featured APAC

Dentsu expands remit with foodpanda to handle media mandate for APAC

Asia Pacific – In addition to its existing media remit in Taiwan since 2020, marketing and advertising agency Dentsu International expands its partnership with online delivery platform foodpanda to support its media transformation journey and bring closer collaboration across the markets of Hong Kong, the Philippines, Malaysia, Singapore and Thailand.

Prerna Mehrotra, CEO of dentsu Media APAC, said that the agency built a strong foundation in Taiwan by differentiating foodpanda from its competitors, making a great relevance to its target audience. 

Mehrotra added, “To be entrusted with and grow our remit in APAC is a true testament to foodpanda’s confidence in us and we are honoured to add this portfolio in our roster. We are excited to continue driving meaningful difference in their media and marketing strategy and can’t wait to do some great work together.”

Meanwhile, Ankit Kochar, head of brand media for foodpanda APAC, said that the company decided to extend their partnership with the agency due to its strong legacy in media roots by being able to navigate today’s digital complexities.

Their extensive network and versatility were some of the key criteria that we were seeking in a partner, and we look forward to a meaningful and collaborative relationship in the years ahead,” he added.

Last month, dentsu in Africa has established a partnership with global outdoor advertising technology provider Moving Walls to launch a full-stack Out-of-Home (OOH) adtech platform across the multiple markets in the continent.

Technology Featured Global

Moving Walls enters partnership with Dentsu, to launch full-stack OOH adtech platform across Africa

Johannesburg, South Africa Global outdoor advertising technology provider Moving Walls has partnered with digital marketing and communications firm Dentsu Africa to launch a full-stack Out-of-Home (OOH) adtech platform across multiple markets in the continent.

Through the partnership, Dentsu Africa will be launching a DOOH tech solution powered by Moving Walls, including a supply-side platform that is targeted at aggregating OOH inventory information and connecting media owners in the continent to advanced inventory and campaign management tools.

With this, advertisers can leverage advanced DOOH activations and measurement capabilities from a single platform. The solution is also set to launch in three of the largest African markets with a series of pilot campaigns for leading brands.

Alex Tutu, regional director at Dentsu Location Services, commented on the partnership. 

“With their global scale and platforms that address the entire ecosystem, Moving Walls is the ideal partner to launch these new DOOH capabilities for our region. It is especially important that this is a tech solution that allows for flexible customisations for the different markets we are launching in,” he said.

Srikanth Ramachandran, founder and group CEO of Moving Walls also added that the partnership is ideal for quickly scaling solutions to a region where OOH remains fragmented.

Ramachandran added, “Our platforms have been battle-tested in regions where even neighbouring countries have vastly different OOH ecosystems. By launching this solution with Dentsu, some of the largest advertisers across Africa will be able to transform how they run OOH advertising.”

Moving Walls’ supply-side arm Location Media Xchange (LMX) and strategic sales partner Mizet has also recently entered a partnership with Pyxis to launch a new retail DOOH screen network in the United Arab Emirates.

Technology Featured South Asia

Dentsu Programmatic launches programmatic supply solution ‘Dentsu Curate’ in India

India – Dentsu Programmatic has announced the launch of ‘Dentsu Curate’, a strategic programmatic supply solution, in India. Said solution enables advertisers to target premium and brand-safe inventory, allowing them to bring better performance leading to high operational efficiency for all campaigns.

In addition, the solution aims to improve media quality by consolidating supply and involving deeper integrations with tech platforms and data partners.

Dentsu Curate is built on dentsu international’s global clean supply initiative. The programmatic supply solution guides advertisers in buying digital inventory across media on behalf of dentsu X, Carat, and iProspect in a brand-safe and fraud-free environment.

This is done through robust evaluation mechanisms, with industry-leading partnerships offering high-quality premium supply coupled with supply path optimisation modelling.

Speaking on the launch, Divya Karani, South Asia chief executive officer for media at dentsu said, “Dentsu Curate offers our clients’ assurance and trust in maximising fraud-free, brand safe, and viewable inventory. Dentsu’s ability to fulfil these assurances entails working with the right supply partners with robust solutions and value to ensure clean supply in building a marketplace for our advertisers.”

Through Dentsu Curate, clients can once again get control by building up their bespoke marketplace across Display, Mobile, CTV, DOOH, and native. India’s fragmented landscape in OTT and growing CTV as with this solution they can curate across publishers but drive a certain campaign objective of video or viewability. It allows them the flexibility to have control across their inventory via multiple parameters such as third-party audiences, context, inventory type, among others.

Salil Shanker, chief operating officer at Dentsu Programmatic said, “At dentsu, we are committed to investing our brand dollars to deliver maximum efficiency and efficacy whilst safeguarding brand legacy. With the launch of Dentsu Curate, we are equipped to help enable great value and outcomes for our clients and support a fair marketplace.” 

Meanwhile, Saagar Sethi, president at Amplifi India commented, “It is all about finding the right mixture of quality publishers and partners that align with our defined quality KPIs. Our Inventory Superiority Mechanism is used to analyse the quality of a publisher across a variety of our trusted partners. With Dentsu Curate we safeguard transparency on the overall media operations.”

Marketing Featured East Asia

Dentsu Creative China names Richard Tan as CEO

Shanghai, China Dentsu China has recently announced the appointment of Richard Tan as CEO of Dentsu Creative China. His appointment will be effective on November 16 this year.

Tan will be reporting to Deric Wong, CEO of Dentsu China, and will be leading about 1,200 strong teams across Dentsu’s offices in Beijing, Shanghai, Guangzhou, Nanjing, and Wuhan. 

He is expected to accelerate growth for the group’s extensive client base while championing innovation to drive greater integration to Dentsu’s creative services to media and its customer experience management.

Speaking on his appointment, Tan said, “I am passionate about balancing bold creativity with sustained business impact in China’s dynamic digital ecosystem. I love where DENTSU CREATIVE is heading and leading with ‘Modern Creativity’… through a simplified but compelling proposition that navigates practical challenges in the modern world of complexity.”

Prior to joining Dentsu Creative, Tan held several senior management positions as country head in various agency networks in China for 20 years. This includes Euro RSCG, DDB, and Mullenlowe China.

On Tan’s appointment, Wong commented, “I am pleased to welcome Richard as he takes on the leadership of Dentsu Creative China. We live in a time of exciting possibilities and Richard as a seasoned agency leader will continue to build on the momentum with dynamism.”

He added, “Our leadership team looks to work closely with Richard, to continue building on our bold strategies to fuel market-leading growth and help brands create lasting good with meaningful progress, as Dentsu continues to evolve in China’s digital era.”

Tan will be replacing Dentsu Creative China’s incumbent CEO Keita Ishikawa, who will be moving on to a management role at Dentsu Inc. in Japan.

“I would also like to take this opportunity to thank Keita-san for everything we’ve achieved together under his transformative leadership and wish him our best in his new role,” Wong further stated. 

Cheuk Chiang, chief executive officer at Dentsu Creative APAC, also said, “There is no creative leader in China more experienced than Richard. As we take Dentsu Creative to the next level, he is well placed to deliver success. He lives and breathes creativity.”

Since its launch last June, Dentsu Creative has been continuing its series of leadership appointments with Benny Augustine for India, Cheuk Chiang for APAC, and four new hires for its global leadership team.