Marketing Featured Southeast Asia

Dentsu Malaysia bolsters media leadership team with three key senior hires

Kuala Lumpur, Malaysia – Dentsu Malaysia has recently appointed three new leadership hires to strengthen its media service line executive committee.

The new hires are Asha Nair, the new managing director of media investment and platforms, Jing-Wen Foo, the new e-commerce director, and Hemanth Jayaraman, the new partner and agency brand lead of DentsuX.

The initiative is part of the evolution of dentsu’s recent rebranding and transformed organizational design, building a powerful end-to-end marketing and communications offering that connects consumer understanding, data, ecommerce, and technology with media, creative, and customer experience management.

Nair brings with her over 20 years of media solutions expertise in digital marketing and advertising. Prior to joining Dentsu Malaysia, she has previously worked as the managing director of media company Xaxis and marketing agency INCA, where she led the growth of AI-powered programmatic and content marketing solutions for GroupM Malaysia. 

Nair has also worked at various media agencies such as MediaCom Malaysia, where she was the head of interaction, and Starcom Malaysia, where she was the digital lead. She has also driven results for clients such as Mars Food, P&G, and Telekom Malaysia, as well as Volvo, and Nespresso, among others. 

In her new role, Nair will be responsible for managing client media investments, trading, and platform activation across offline and online channels for the entire media service line.

Meanwhile, Foo joins Dentsu Malaysia from Shopee and Shopback, where she consistently drove growth for more than ten consumer product verticals by using advanced technology to make online shopping experiences delightful, rewarding, and effortless. 

Prior to that, she has supported the global roll-out of BMW’s digital content model out of Munich headquarters and spearheaded BMW Malaysia’s digital marketing campaigns amongst younger consumer groups.

Foo will now be responsible for scaling and growing dentsu’s end-to-end ecommerce capabilities across marketplace and direct-to-consumer commerce.

And lastly, Jayaraman, who has previously worked as the senior brand manager at Hennessy VS and Hennessy VSOP, where he maintained market share leadership and share of voice for Moët Hennessy Diageo Malaysia’s core brand portfolio. 

Before joining Hennessy, Jayaraman worked at food and beverage company PepsiCo Malaysia, where he drove volume and share growth for Lipton Iced Tea and oversaw the brand growth strategy for Tropicana juice brands for eight APAC markets. He has also founded and sold his own events and activation agency, Switch Strategies, which managed top brands such as Audi, Lamborghini, and UOB, as well as Hong Leong, and Johnnie Walker Malaysia.

Jayaraman will now be leading Dentsu X, which helps brands create integrated and personalised marketing solutions to deliver ‘Experience Beyond Exposure’.

Dentsu Media Malaysia’s CEO Dheeraj Raina shared that they are building a technical and data-driven marketing spine that goes end-to-end in our business that will chart new frontiers in our industry. 

“I am excited that Asha, Jing-Wen, and Hemanth will join me in unpacking all our dynamic, data-driven tech-enabled media capabilities towards meaningful progress for clients,” said Raina.

Technology Featured ANZ

IAS, dentsu ANZ’s latest partnership to make ‘Total Visibility’ available to local advertisers

Sydney, Australia – Integral Ad Science, a global digital ad verification company, has announced a new partnership alongside the ANZ arm of advertising and public relations company dentsu to make IAS’ Total Visibility product more accessible to local advertisers.

‘Total Visibility’ allows advertisers to see not only the percentage of wasted media but also the financial impact, allowing them to optimize campaigns toward paths and publishers that are delivering cost-efficient and quality media. 

Using a single tag, Total Visibility provides access to the cost of video impressions that were partially viewed, mostly viewed, completely viewed or not viewed at all. Advertisers can then refine verification settings to reduce waste and better utilize every media dollar.

Dentsu is the latest to partner with IAS, furthering its commitment to deliver a comprehensive set of programmatic transparency solutions for marketers who need their campaigns to be highly effective and cost-efficient. Dentsu will now be able to combine the power of IAS’s Quality Impressions™ metric, with programmatic cost and the supply path data to inform and optimize their programmatic buying strategies while also driving media cost efficiencies for their clients.

Angela Tangas, CEO at dentsu ANZ, stated that advertiser clients want greater visibility on the full programmatic supply chain and to understand where their money is being invested end-to-end, just as consumers want to know how their products are made, where they are sourced from, and whether ethical and equitable practices are used in the supply chain.

“We’re committed to driving trust and transparency across all our media and digital advertising practices. Partnering with the IAS, a market leader in digital ad verification, to offer our clients access to a tool like Total Visibility is an important step to building trust and credibility in our industry,” Tangas stated.

Meanwhile, Jessica Miles, country manager at IAS ANZ, commented, “Programmatic advertising growth in Australia and New Zealand continues to surpass expectations, and with this partnership, we are bringing even greater transparency to dentsu’s programmatic buys, which is a win for advertisers across the region. 

She added, “With Total Visibility, dentsu ANZ can better understand the percentage of wasted media and the financial impact in real-time, enabling them to optimize client campaigns toward paths and publishers that deliver the highest quality media and cost efficiencies.”

Marketing Featured South Asia

Dentsu India names CEO of Media, new COO

India – Following the recent re-organization of the network, dentsu in India has finally named its CEO for the Media division, Divya Karani. Alongside this, the company has also announced a new COO, Kartik Iyer. 

The new appointments are both internal elevations. Karani is currently the CEO of dentsu X India and will have the new appointment as an additional role, handling all media agencies of dentsu in South Asia, including Carat, iProspect, and Posterscope, aside from dentsu X. She is tasked to drive the global media strategy and delivery in the region, ensuring its alignment and relevance to the market.

Meanwhile, Iyer has previously worked as the president of dentsu’s Media Brands and media investment and innovation platform Amplifi. With the COO role, Iyer will be engaging with regional teams, global teams, and all other network brands to ensure the ongoing transformation program. He will also be driving the implementation of dentsu’s new business model within the country. Iyer will be collaborating with leaders and client teams across businesses in the market to change how the network works and inculcate the culture of operational excellence.

Both Iyer and Karani will report to Dentsu India’s CEO Anand Bhadkamkar.

Commenting on the new promotions, Bhadkamkar said, “Dentsu is committed to delivering the best to its clients and Kartik and Divya are veterans in what they do. Kartik is recognized industry-wide for his media expertise while Divya is one of our finest from the industry. Her strength lies in delivering first-class, client-centric results and I am confident that their expertise and experience will only help accelerate the effectiveness, purpose, and performance offered to our clients.” 

Earlier this year, Dentsu India also announced the recent merge of Vizeum and iProspect into one to bring together the former’s media strategy and planning, storytelling, and brand-building capabilities with the latter’s digital expertise. 

Marketing Featured APAC

Dentsu APAC launches internal initiative ‘Common Ground’ to unite offices

Singapore – Dentsu, a media and communications powerhouse with over 11,000 employees in 17 markets in its APAC division, has launched a new initiative called ‘Common Ground’ in the goal to unite its internal expansive network.

The launch is in line with this year’s Diversity Month. The ‘Common Ground’ is a way for employees at dentsu to make connections in other markets and regions based on their common interests, such as food, sports, music, and travel, as well as books, and film. The fellowship is simple: any dentsu employee is able to participate through a matching form, and will then be matched with a ‘dentsu twin’ for a surprise 30-minute phone call. 

“By using common interests as a way to reflect diversity, the company believes its people will shine through,” said dentsu. 

The company said that the team for the initiative, which was led by Dentsu’s DEI lead in APAC, Merlee Jayme, and Gautam Reghunath, CEO of dentsu webchutney, was finding a way to make out something better off the over year-long virtual set up of the workforce, and thought that maybe virtual meetings were an opportunity to bring its people together across APAC, and that the virtual environment can actually become the most unfiltered way to strike a conversation beyond work. 

To find out, the team piloted the program with eight volunteers and had incredible outcomes, deciding then to scale it to the rest of the region.

“We’re thrilled with ‘Common Ground’ volunteers in Japan, Thailand, India, the Philippines, and Australia exchanging Instagram handles and making travel plans to countries already. ‘Common Ground’ has something for everyone at dentsu, and we’re proud to launch during diversity month. I can’t wait to see how it brings people together in new ways across our network,” commented Jayme. 

Meanwhile, Ashish Bhasin, the CEO of dentsu APAC, said that its talents are as ingenious as they are diverse, and that the company has always bet on the serendipitous connections across regions, believing that it’s the kind of organic engagement that’s gonna take it to places.

“In a data-rich world, I’m proud all the pairings will happen based on actual interests and actual people. The team has asked me to be patient before I get to meet my dentsu twin,” commented Bhasin.

Marketing Featured Southeast Asia

Dentsu Malaysia bags remit for Resorts World Genting’s media services

Kuala Lumpur, Malaysia – Malaysia’s integrated resort Resorts World Genting has awarded its media services to Dentsu Malaysia, effective April 2021. The win came after a competitive pitch where Dentsu participated as an integrated service solutions team, having recently completed a restructure that brings all of the former Dentsu Aegis Network brands under one umbrella.

The appointment aims to strengthen Resorts World Genting’s entire media portfolio to reposition itself to capture growth in the travel sector. Dentsu Malaysia will be responsible for leading the resort’s media strategy, planning and buying, and customer experience management, as well as performance marketing, and e-commerce.

In addition, the partnership will see the agency developing and driving the marketing strategy for the resort, and also the launch of Genting SkyWorlds, the most anticipated theme park in the Southeast Asia region.

“We are excited about launching Genting SkyWorlds to our customers and also enhance the overall experience of visiting Resorts World Genting. In times as unpredictable as these, we wanted an agency partner that would be strategic, consultative, data-driven, and as passionate as us to deliver the customer delight,” said Dr. Nicco Tan, the vice president of marketing at Resorts World Genting.

Meanwhile, Dheeraj Raina, the CEO of Dentsu Media Malaysia, commented, “We are deeply honored to win this business. The brief was to go beyond media agency services and create an agile but compelling marketing strategy. The travel and tourism industry needs a rapid recovery, and we are committed through this partnership to enhance the consumer experience with the use of data, technology, and human storytelling.”

Marketing Featured APAC

dentsu bags William Grant & Sons’ APAC business

APAC – Dentsu has recently been appointed by William Grant & Sons, an independent family-owned distiller and global distributor of Scotch whisky, to be its agency partner. This comes as the company concludes in 2020 the consolidation of its APAC business.

The appointment will see dentsu driving omnichannel marketing for William Grant & Sons, focusing on connections planning, digital acceleration, and driving media effectiveness and efficiency across the Asia Pacific (APAC) region.

According to Susie O’Donoghue, global head of communication strategy and planning at William Grant & Sons, the company has an established global relationship with dentsu and after engaging with the APAC team during the chemistry meeting, they were impressed with their well-rounded thinking, demonstration of planning capability, as well as expertise in driving omnichannel thinking. 

“Throughout the engagement, dentsu demonstrated an in-depth understanding of our consumer landscape, ever-evolving media, and tech ecosystem. Most of all, we like that they have expertise working with clients in the alcohol and spirits business. We look forward to partnering with dentsu to drive growth for our brands in APAC,” said O’Donoghue.

Meanwhile, Prerna Mehrotra, CEO of Media at dentsu APAC, shared that they have been working with William Grant & Sons globally, saying that they are delighted to have managed to expand their partnership within APAC.

“By understanding our consumers’ world digital-first, we are able to unlock new growth opportunities at every stage of the consumer journey. For William Grant & Sons, this has translated into a full digital transformation project as we look to support them in their omnichannel, ‘people first’ future. We are excited to work on iconic William Grant & Sons brands and delighted to partner them in their omnichannel journey here in APAC,” added Mehrotra.

Marketing Featured Southeast Asia

dentsu MY integrates Lemonade and Isobar, taps Ruhana DaSilva to lead

Kuala Lumpur, Malaysia – Dentsu Malaysia has unified its creative line of service, Lemonade and Isobar, in an aim to enhance and scale its in-house digital experience technology solutions.

Prior to the merge, Dentsu MY tapped Lemonade’s Managing Director Ruhana DaSilva to lead the newly expanded Isobar, as Lemonade’s marketing and social commerce offerings will now reside within Isobar. She will directly report to the CEO of dentsu Malaysia Kien Eng Tan.

During DaSilva’s five years in dentsu, she has played an important role in developing partnerships and effective digital teams driving the growth of Lemonade. She managed to successfully collaborate with international brands Spotify, NBA, Estée Lauder Companies, and Abbott. 

The now expanded Isobar will become the network’s go-to-market brand for experience-led transformation for brands. Dentsu’s modern creativity offering will bring together creative, marketing, and technology services through its new ‘on-demand’ delivery model.

Commenting on her appointment, DaSilva said that with dentsu’s global transformation to simplify and deliver integrated marketing solutions that are data-driven, tech-enabled, and ideas-led, Lemonade was positioned to integrate a hyper-personalized and consumer-first approach to that of Isobar’s global digital experience as a market leader.

“From scaling a team with a variety of clients and partners from sports and entertainment, health and beauty, and more. This represents a meaningful milestone for our teams and partners as we look ahead to forge the way for the new virtual economy,” said DaSilva.

Meanwhile, Tan also commented that the merge is for clients to have easier access to end-to-end creative solutions that are driven by everything from building meaningful brands, driving end-to-end platform experiences, and to innovating products and services, and transformation consulting in an age of inclusive intelligence. 

“Customer experiences have changed in 2020, and we can only expect to see more brands shifting their focus on creating and realizing hyper-transformational customer experiences,” added Tan.

Marketing Featured Southeast Asia

dentsu Philippines unveils new heads for Digital, Media Service line

Manila, Philippines – Global communications network dentsu, has announced the appointment of two key business leaders for its operations in the Philippines.

Quad de la Paz joins dentsu Philippines as head of Digital, while Koji Akabane has been promoted and joins the group’s Philippines operations as head of its Media Service line.

De La Paz is a seasoned digital marketing practitioner with over 17 years of industry experience. Quad has been tasked to drive the agency’s digital growth across both the Media and Creative Service lines. Quad’s previous experience includes website development as well as project management with AsiaOnline, and digital services directorship roles in Dentsu Indio and MRM Worldwide. He has also held a digital media director position at Starcom Mediavest as well as taking the helm as regional performance operations director at Adglow. 

Meanwhile, Akabane brings with him 14 years of marketing and communication experience across the Asia Pacific region, with expertise in integrated digital marketing, commerce strategy, data solutions, and tech innovations. Akabane joined dentsu in 2017 and has been driving the digital business for the network in a regional capacity. Prior to joining the network, Akabane spent 10 years with WPP’s GroupM in Japan and Indonesia, where he led the regional client management team on accounts with Japanese-born brands across a wide industry spectrum, ranging from fast-moving consumer goods (FMCG), fashion, retail, luxury to automotive, among others.

In his new role, Akabane will be tasked to lead dentsu’s integrated agency network dentsu X, and look after key Japanese client accounts in dentsu Philippines. He will also be responsible for driving business growth and digital transformation of the Media Service line, working closely with the Media leads, and ensure the line’s alignment with regional as well as global teams.

Commenting on De La Paz’s appointment, JC Catibog, CEO at dentsu Philippines, said, “Quad’s professional expertise has always been focused in the digital space, spanning different segments, such as production, customer relationship management (CRM), digital strategy, digital media, search as well as performance marketing. Quad’s approach to digital is dynamic, agile, and data-driven, but collaboration and synergy across all methods, disciplines, and channels have been the constant thread.”

“He is strongly inclined in the usage of data and tools and believes it is a key component for success. There is no one better Quad to take on this role. I have confidence he will do a stellar job in transitioning traditional ways of working, into one that is tandem with the digital era,” added Catibog.

Meanwhile, on Akabane’s appointment, Catibog commented, “We are delighted to have Koji-san join the team. He has a wealth of experience across not only the network but also the region. Koji-san’s sophisticated digital expertise supports our digital ambitions. Without a doubt, I am certain he will take our business from strength to strength.”

The appointments will commence with immediate effect.

Marketing Featured South Asia

Ashish Singh takes helm as Carat India’s VP for planning

Delhi, India – The Indian arm of dentsu’s media agency Carat has appointed Ashish Singh to take charge as Carat India’s new vice president for planning.

Singh will be leading the agency’s digital mandate for North and East. Through his new role, he will be responsible for developing and leading client relationships for Carat in addition to helping the agency deliver enhanced digital solutions to clients.

Prior to his new position, Singh was with Mindshare India where he held the position of Partner for Digital. During his seven-year-stint with Mindshare, Ashish was responsible for driving revenue growth for the network agency. He has been instrumental in leading several client relationships at Mindshare and has actively lead pitches for businesses.

With more than 15 years of experience, Ashish has liaised with numerous clients across multiple categories to build the roadmap to numerous path-breaking digital strategies.

Commenting on his appointment, Singh said, “With continuous change in the media ecosystem, digital is the battleground for all types of businesses where consumers are accustomed to connectedness. Carat is known for its integrated communication planning backed by some of the cutting-edge analytical tools in the industry.” 

He added, “I am delighted to join Carat – the first specialist agency in the country and the world’s first media agency – to contribute my experience to create a meaningful connection for brands in the digital ecosystem for business outcomes. I look forward to this journey where together we focus on growth, expansion, and nurture talent.”

He will report to Anita Kotwani, CEO of Carat India.  

“I have had the pleasure of working with many digital professionals and Ashish Singh clearly stands out as one amongst the best. Ashish will add immense value as part of my core team and help shape the Carat Digital offering. He comes in with the mandate to drive the larger North and East offices for Carat India and help drive value for our key global clients like Microsoft, Mastercard, Phillips and local clients like Havells, DS group, and others,” Kotwani stated.

She added, “With his domain expertise across the changing digital ecosystem and his love for being a lifelong learner, I am confident that our clients will see the best of data, creative and technology amalgamation under his leadership to help drive their business outcomes.”

Technology Featured Global

Standard Chartered partners with dentsu, adopts programmatic supply solution for global campaign

Singapore – Standard Chartered Bank (SCB), for the roll-out of its global campaign ‘Here for Good’, has partnered with dentsu for the use of its programmatic supply solution, dentsu Curate. 

SCB’s ‘Here for good’ has been piloted in September 2020 in more than 30 global markets, reinforcing the importance of global trade and SCB’s role in driving it. Around the same period, global communications network dentsu has launched dentsu Curate.

Dentsu Curate is a proprietary programmatic supply solution and is a proudly built-in Asia product. The communications network developed the solution in response to the emerging transparency issues in the programmatic industry, specifically the often-cluttered ecosystem where advertisers had to deal with a myriad of intermediaries and varying auction techniques. With a lot of work already going into demand-side optimization, dentsu Curate is positioned to be a strategic solution for clients’ supply path optimization (SPO) and curation needs, aimed at driving increased media visibility and campaign performance for brands. 

SCB was a marquee client for dentsu in the Asia Pacific region and was an early adopter of dentsu Curate.  

“To achieve the objective, dentsu Curate followed a meticulous planning and execution process; starting with the analysis of historical performance using granular data from existing demand and supply sources to identify and eliminate opaque supply paths and intermediaries. This was followed by curating high-quality video placements directly from publisher partners to drive engagement with complete transparency,” said Sunil Naryani, vice president for Commercials & Partnerships at dentsu Asia Pacific.

Asma Quadri, client partner at dentsu Asia Pacific, said that Standard Chartered has been a strategic client and has always challenged the network to bring constructive innovation in its work. 

“We are appreciative of their trust and openness to trying new solutions and we are delighted with the strong campaign improvements seen with dentsu Curate, highlighting the need and importance of incorporating a strong supply strategy to programmatic, alongside the ongoing DSP buying optimizations,” said Quadri.