Tag: Experiential Capabilities

Singapore – :Teeth, a Singapore-based independent agency known for its culturally-driven and experiential approach, has expanded its creative leadership team over the past few months. The agency has been recruiting top talent to enhance its creative product for a growing client base.

Central to this growth is the appointment of Diego Barboza as creative director, joining forces with Mikey Batt. Barboza brings 14 years of experience from Brazil and Singapore, having worked with Ogilvy, DAVID, JWT, Iris Worldwide and Publicis/LePub. Batt, with 18 years in the industry across New Zealand, Hong Kong, and Singapore, continues to shape :Teeth’s creative direction.

“‘Give it Teeth’ represents the bold approach I’m eager to bring to every project,” says Barboza. “I’m excited to join a team where talent thrives, egos disappear, and great work is the priority.”

The extended creative leadership also includes Steve Kyriakou and Hazyrah Mokhlas. Kyriakou, who founded and leads Rampage :Teeth, the agency’s gaming-focused division, now serves as creative strategist across all brands while taking on creative director responsibilities for select clients. Mokhlas, as head of art, leverages her decade of experience from Havas and other respected local agencies like The Secret Little Agency, and GOVT to shape :Teeth’s visual direction.

Mikey Batt, who has been in the role for 3 years, comments on the team’s evolution, “We’re thrilled to have our full creative leadership team in place. Diego’s addition, along with Steve and Haz stepping into expanded roles, has had a remarkable impact on our work. With this type of talent and our stellar lineup of brands, the future looks very bright.”

Meanwhile, Zee Agnew, founder and creative partner at :Teeth, added, “We’ve always seen ourselves as a home where people and brands come together to create culturally impactful work. This expansion is an exciting new chapter in our story.”

Steve Kyriakou noted, “From gaming to pop culture, we’re tapping into cultural trends and tribes to develop ideas that help brands leave a mark.”

:Teeth’s client roster includes Heineken, Tiger, Guinness, Monkey Shoulder, The Balvenie, Glenfiddich, 100PLUS, Magnolia, SEASONS, Singapore University of Social Sciences and more.

Australia – Marketing platform XRii has revealed details on how various sports clubs are utilising a mix of digital experiences and experiential marketing in order to drive resulst for their respective clubs. This comes at a time where interactivity and engagement have been prevalent through the rise of virtual venues and concerts enabled by AR (augmented reality) and VR (virtual reality) technology.

First off, the baseball league Perth Heat tapped XRii to develop a customised app, which facilitated a AU$50,000 cash giveaway, enabling data collection and rewarding users with in-app incentives. The seamless integration of XRii’s AR technology with digital campaigns and in-venue experiences led to noticeable results.

Meanwhile, the popular sports organisation Federation Internationale de Football Association (FIFA) also tapped the agency for various digital experiences. In 2022, it released FIFA+, an AR app that offers viewers immersive content via mobile devices to bring the action to fans wherever they are, which is sure to bring interaction to the current FIFA Women’s World Cup Australia & New Zealand.

In addition, the Major League Baseball (MLB) also releasedits immersive ‘MLB All-StAR Scavenger Hunt’ last July, bringing the game to life like never before. The first-of-its-kind MLB scavenger hunt engaged fans, earning participation and gaining valuable customer information that could be further used to personalise experiences.

Lastly, the National Football League (NFL) introduced an app with augmented reality (AR) features. Fans can use their cameras to create and share images, incorporating virtual helmets and eye black, on social media platforms. Moreover, it also collaborated with popular sandbox game Roblox to develop a series of virtual experiences.

According to Matthew Endresz, CEO and founder of XRii, the impact of the digital revolution goes beyond enhancing the quality and accessibility of live events. It is also reshaping the business landscape of sports and entertainment, generating new and innovative business models.

“The integration of technology has opened up a plethora of revenue streams, allowing for monetisation opportunities that were previously untapped. To truly capitalise on this exciting time and this massive opportunity, sports clubs must evolve. They have to ensure sports remain captivating for the next generation of fans whilst keeping the current state of sports fandom strong,” he said.

Australia – Purpose-driven integrated communications agency Think HQ has expanded its offering to include experiential capabilities with the addition of Emma Keatch to the senior leadership team as events and activations head.

Keatch joins Think HQ with 20 years of experience in events, brand activations, strategic partnerships, sponsorships, and marketing, including jobs at L’Oreal as events & artistry manager and Priceline as head of events and sponsorships. She has also served as a senior advisor on major events for Victoria’s Department of Education and Training and has led huge teams for the Victoria Racing Club and the Australian Radio Network on events, activations, and campaigns.

In the newly created role, Keatch will be in charge of the agency’s constantly expanding events and activations business offering. Hitting the ground running, Keatch has already brought on events and activations expert, Hayley Mitchell as events & activations manager. Mitchell has been the logistical and operational heart of a host of beloved large Melbourne events over many years, including Royal Croquet Club and The Fitzroy Mills Market.

Working alongside Broadsheet and Taboo Group through her own business REDTape, Mitchell has produced bespoke events for brands including MECCA, Haagen-Dazs, Nike, Brown Brothers and Mercedes Benz. Her focused approach to excellence in execution cuts through the hard work and paperwork to allow her client’s creativity to breathe. During the 2020/21 lockdown, Mitchell took on the ambitious task of managing the renovation of an iconic hospitality venue Ponyfish Island.

Keatch and Mitchell have already embarked on their first project for Think HQ – the enchanted forest-themed COVID-19 vaccination hubs for five-to-11-year-olds across Melbourne.

Keatch shared, “I am elated to have stepped into this role with such a forward-thinking and purpose-driven business. I relish the opportunity to support the Think HQ team to continue to create meaningful experiences and real positive connections. It goes without saying, I also feel terribly lucky to embark on this journey with the very talented Hayley Mitchell and look forward to seeing the magic we can create as a team.”

Jen Sharpe, founder and managing director of Think HQ, commented, “Over the years, Think HQ has run numerous events for a range of clients, so the creation of our experiential arm felt like a natural next step. We have had a keen interest in the offering from clients already, and I couldn’t ask for a more talented, creative, and experienced leader than Emma.”

She added, “I’m thrilled to have these two exceptional pros join Think HQ to spearhead our experiential team. Emma and Hayley’s proven capabilities will be invaluable as we continue to deliver integrated, powerful, and purposeful experiences that build deep connections and create positive social impact for clients and consumers alike.”