Tag: Golin

Singapore – ASICS has unveiled a new campaign featuring actor Brian Cox, warning of the mental health risks posed by uninterrupted desk work and urging employees to take a #deskbreak to boost their well-being through movement.

As businesses bring more employees back to the office, ASICS’ campaign seeks to inspire workers to step away from their desks and prioritise their mental health through movement.

The campaign kicks off with Brian Cox portraying the world’s most intimidating boss in a Public Service Announcement (PSA), rallying office workers to confront the silent threat to their mental health—their desks. In the PSA, Cox urges employees to prioritise their well-being by taking regular desk breaks—short movement breaks during the workday—to safeguard their mental health.

Actor Brian Cox said, “I’ve played some pretty intimidating characters in my time, but who would have thought a desk could be scarier? It’s great to see ASICS try and do something about this and encourage people to support their mental health through exercise. As I say in the film, run, jump, roller skate. I don’t care. Just move for your mind.”

To further solidify their call on this campaign, ASICS introduced The Desk Break Clause—the first employment contract clause granting workers the legal right to 15-minute movement breaks beyond standard breaks. ASICS has implemented this in its UK employee contracts and made it available for other companies to adopt, urging workers to advocate for its inclusion with their bosses and HR teams.

As part of the campaign, targeted OOH placements in office spaces encourage workers to advocate for the inclusion of the #deskbreak clause in their company policies, while HR and workplace influencers rally their followers to embrace the #deskbreak initiative.

ASICS’ 360° campaign, developed by Golin, spans OOH, influencer, earned, and social channels. The global campaign will also roll out in APAC in markets including Australia, China, Japan, and Singapore. It follows their global study linking sedentary behaviour to declining mental wellbeing, revealing that just two hours of uninterrupted desk work can lower State of Mind scores and raise stress levels.

For this campaign, ASICS also undertook The Desk Break experiment, led by Dr. Brendon Stubbs of King’s College London. It revealed that adding just 15 minutes of movement to the workday improved mental wellbeing by 22.5%. After one week, participants experienced 14.7% lower stress, 33.2% higher productivity, and 28.6% better focus. They also reported feeling 33.3% more relaxed and 28.6% calmer, with 79.2% expressing greater loyalty to employers who offered regular movement breaks.

Dr. Stubbs explained, “We already know that just 15 minutes and 9 seconds of exercise can result in a meaningful improvement in people’s state of mind scores. But what surprised us was just how much it improved cognitive function and reduced stress levels for all our participants across the world. It even changed people’s perceptions of their workplace for the better.” 

On World Mental Health Day, 10 October 2024, ASICS aims to inspire office workers globally to take regular #deskbreaks, encouraging 15 minutes of movement for mental health benefits. ASICS is also inviting people to post photos of their empty desks with the hashtag #deskbreak, with each post raising funds for mental health charities worldwide.

Gary Raucher, EVP for ASICS EMEA, said, “In the lead up to World Mental Health Day, we wanted to deliver a strong message that will get people moving for their minds. The hours we spend at our desks are having a real and scary impact on our minds. And it needs to change. At ASICS, we champion the power of movement, not just on the body but also on the mind. It’s why we’re called ASICS—an acronym for the Latin ‘Anima Sana in Corpore Sano’ or ‘Sound Mind in a Sound Body’. We’re proud to be turning that purpose into action and encouraging not only our employees but the rest of the world to move their minds.” 

Al Wood, chief creative officer at Golin, added, “We loved the idea of ASICS stepping out of the exercise world to take on office culture in ways you wouldn’t expect from a sports brand. From putting the world’s scariest boss in shorts to using employment contract law to help people create change. A balance of entertainment and action to get workers away from their desk.” 

Singapore – Golin, a global public relations agency under the Interpublic Group, has announced the promotion of Shouvik Prasanna Mukherjee to executive vice president for global creative innovation, effective immediately. 

In his new role, Mukherjee will spearhead the development of innovative products and proprietary solutions designed to drive growth for clients, the agency, and the broader industry. He will focus on enhancing the agency’s offerings by advancing cutting-edge solutions, products, and services tailored to the needs of its client portfolio.

Since joining Golin in 2011, Mukherjee has held various creative leadership roles, most recently overseeing APAC-wide creative efforts for major clients like Allianz, Disney+, Harley-Davidson, Hyatt, McDonald’s, and Uber. He is also known for driving successful innovations within the agency’s global network, including the ‘Executive Impact Matrix’ and AI Incubator ‘SPARK’.

Mukherjee’s appointment coincides with his ongoing role as Golin APAC’s chief creative officer. He will also continue to lead the agency’s Creative Intelligence Unit, a division of data analytics pioneers and creative visionaries who blend analytics and measurement expertise with cutting-edge creative and content strategies.

Speaking on his appointment, Mukherjee said, “I’m excited to bring the Asian perspective to Golin’s global portfolio and influence clients at scale. Creating change that matters stems from being at the forefront of culture and creative disruption. In collaboration with my partners on Golin’s innovation council, we are committed to delivering solutions that will shape the future of our client business.” 

Mukherjee will report to Darren Burns, president of APAC, and will also collaborate with Ginger Porter, global chief client officer and chair of the Innovation Council.

Burns shared, “Expanding Shouvik’s contribution to Golin globally comes so naturally, building off the consecutive  successes he has spearheaded. Shouvik’s appointment in this role, based out of Asia, underlines Golin’s commitment to being a truly global agency, and I am confident that the advancements he will make on the global stage will be electrifying.” 

Porter added, “I’m beyond excited to work closely with Shouvik in his new position as we inspire, design, and lead efforts to help our clients solve challenges and seize opportunities in the vanguard of their market. We need to stay ahead of culture,, technology and trends in order to do the best work of our lives, and Shouvik has a proven track record of keeping us and our clients frontfooted on that journey.” 

Singapore – Interpublic Group agency Golin has launched DiverSCENTS, a unique fragrance collection celebrating Diversity, Equity, and Inclusion (DEI) that captures the rich diversity of Golin’s Asian markets.

Created by Golin’s acclaimed Creative Intelligence Unit and DEI Councils, the DiverSCENTS collection is set to debut on July 21st in celebration of Singapore’s Racial Harmony Day. The line features fragrances honouring the cultural essence of Singapore, Shanghai, Taipei, Hong Kong, and Beijing.

The collection’s five unique fragrances include: Singapore’s 065 Tropical Fusion, a vibrant blend of orchid, coconut, ylang-ylang, and sandalwood; Shanghai’s 8621 Jade Garden, a mix of white lotus, jasmine, green tea, and plum blossom; Taipei’s 886 Mountain Breeze, capturing the essence of hinoki, oolong tea, and cedarwood; Hong Kong’s 852 Harbour Mist, featuring sea salt, bergamot, peony, and amber; and Beijing’s 8610 Forbidden Blossom, blending ginger, lily, rose, and patchouli.

Fragrance was chosen for its unique ability to evoke memories, emotions, and cultural connections. Just as the senses unite people, DiverSCENTS symbolises harmony and shared experiences, celebrating multicultural collaboration within communities.

DiverSCENTS is the latest of Golin’s DEI-led initiatives in Asia, including the artisanal crafted blends of InclusiviTEA, multicultural employee-authored cookbook RACEipe for Change, and keyboard personalisation workshop DiversiKEYS, honouring cognitive diversity in ways of working. 

Shouvik Prasanna Mukherjee, chief creative officer for APAC at Golin, said, “Diversity, equity, and inclusion are integral to our lived experiences in Asia and create our unique sense of belonging. Our sense of smell subconsciously influences our emotions, thoughts, and even behaviour. Every spray of DiverSCENTS is meant to be a reminder to appreciate and celebrate the diverse fragrances that signify our multi-faceted communities.”.

Rafidah Rashid, group managing director of Golin Singapore and APAC DEI Council co-lead, added, “Integrating cultural celebration into our DEI strategy catalyses important conversations about the communities in which we live, ultimately fostering inclusive connection and growth.”.

Singapore – Interpublic group agency Golin has announced the appointment of Rafidah Rashid to the newly created role of group managing director across its Singapore operations.

In her new role, Rashid will be working across Golin’s agency brands, providing centralised leadership and strategic direction.

Prior to her appointment, Rashid has a proven track record of success at Interpublic Group brands, as she commenced her public relations career in the corporate and financial sector before instigating her path at DeVries Global Singapore, which she has led since 2017.

Most recently, Rashid was also appointed co-lead of the agencies’ Asia Pacific Diversity, Equity & Inclusion Council.

Speaking on her appointment, Rashid said, “As a leader, my mission is to champion industry-first innovations for brands, while empowering our people to reach their full potential. I am excited to lead our talented teams to fulfilling career growth, fostering client success and even greater industry excellence.”

Meanwhile, Darren Burns, president at Golin Asia Pacific, commented, “I’m so happy to appoint Fidah to this role,” said Burns. “Her unmatched energy for innovation, ability to build a vibrant culture, and her unique blend of experience, make her perfect for this role. Under her leadership, we are evolving a new era that builds off our sustained success in Singapore.”

Singapore – Interpublic group agency Golin welcomes Ian Willoughby as director within the agency’s healthcare practice, Golin Health in Singapore.

Located in Singapore, Willoughby will work across Golin branded agencies, and will be responsible for building the healthcare offering.

With healthcare communications expertise over 25 years, Willoughby has worked within major pharmaceutical companies, communications and medical education businesses in Singapore, the UK and Australia.

He was previously a general manager at McCann Health in Singapore, possessing an experience across a wide range of specialist, general practice and consumer health areas that led the development of award-winning and highly effective campaigns.

Willoughby’s industry experience has also seen him serve as chairman of the Healthcare Communications Council in Australia, helping to provide leadership in effective healthcare advertising and communications.

Speaking on his appointment, Willoughby said, “I’m very happy to be part of the Golin team, adding to their experience across APAC, and globally. Creating impactful, purposeful programmes around health and wellness is vitally important to enhance community understanding and create change, ultimately improving health outcomes. This is what we will be helping all our clients to achieve.”

Meanwhile, Darren Burns, president of Golin APAC, commented, “We are so glad to have Ian at the helm of Golin Health in Singapore. He brings a unique insight into the opportunities and challenges faced by healthcare brands, catalysing new thinking into how we propel positive change for our clients”.

United Kingdom – Despite the rising popularity of generative artificial intelligence (AI) models, it still generates an unrealistic view of everyday activities. In the specific topic of exercising, AI models generate images that depict unrealistic depictions of exercise benefits, often showing persons with extreme physiques.

In response to this, global sportswear brand ASICS has worked with creative agency GOLIN to launch an AI training programme to help teach AI that the real power of exercise is about transforming the mind.

The campaign tapped AI expert Omar Karim, to create the AI Training programme – a bank of images of real people enjoying exercise for the feeling, not aesthetics, combined with bespoke lines of code and AI prompts. Helping any AI system learn what exercise really looks like.

Moreover, ASICS is publicly calling on leading AI platforms to use the AI training programme to teach their AI tools what normal exercise looks and feels like – ending unrealistic and damaging depictions.

For Karim, while it is exciting that AI can be used in so many interesting ways, it is also extremely important that it’s taught to accurately represent the world and people around us. He added that as AI learns from years of content shared online, what we are looking at is today’s equivalent of airbrushing, only it’s being done automatically and without human judgement. 

“I’m really excited to be working with ASICS on this project and impressed by the action they’re taking. I hope this is just the start of brands looking to shape AI in a truly progressive way,” he said.

Alex Wood, executive creative director at Golin said, “AI’s warped understanding reflects what the online world teaches it – and us – about healthy exercise and bodies. Exercise elitism is everywhere, and it’s damaging. In response, we loved the idea of an exercise training program for something without a physical body – fuelled by more inclusive, happier and realistic exercise images. The results prove that the training program works – we now hope AI companies start using it to shape the future.”

Meanwhile, Gary Raucher, EVP for ASICS EMEA, commented, “At ASICS, we’ve always believed in the benefit of exercise, not just on the body, but also on the mind. And in today’s society, we know the uplifting power of exercise is needed more than ever. When we discovered that popular AI image-generating tools were creating unrealistic depictions of people who exercised, demotivating people to the point of exclusion from exercise, we were compelled to take action.”

The public has a key role to play too in this campaign as ASICS is inviting the public to share an image of themselves exercising on social with the hashtag #TrainingAI and tagging them on social media. After confirmation, each image will be added to the bank and used to train their AI. 

Singapore – Global public relations agency Golin has launched an AI incubator called ‘SPARK’ in order to help the agency conceptualise creative content using AI platforms. Said incubator is designed to diversify ideation, elevate storytelling, and mobilise content delivery for the agency across APAC.

Initiated by Golin’s Creative Intelligence Unit in Singapore, SPARK explores artificial intelligence platforms including ChatGPT, Midjourney, and Dall.E as a starting point for strategic planning and creative ideation.

The team is also working with custom artificial intelligence (AI) platform developers in Asia to explore the potential of this technology for the communications industry.

With prior experience harnessing AI for sentiment analysis and predictive analytics, the Creative Intelligence Unit’s newest initiative expands the role of AI technology across three core areas namely ideation diversification, storytelling elevation, and content delivery mobilisation.

The Creative Intelligence Unit is composed of data storytellers and creative technologists across Hong Kong, Shanghai, Singapore and Taipei that work closely with client teams and integrated media teams.

Shouvik Prasanna Mukherjee, who was appointed as chief creative officer for Asia-Pacific at Golin, and heads the agency’s Creative Intelligence Unit, said, “Artificial Intelligence is the latest tool that’ll frame the next chapter of our evolution and how we utilise it will define our future. When stones or ideas collide, there is a spark that ignites the drive for change. SPARK will shape our ‘future of work’ in creative intelligence that is both hi-tech and high-touch.”

Meanwhile, Darren Burns, president for Asia-Pacific at Golin, commented, “SPARK unlocks impact for us as an agency but also for our clients, people and the industry. Brands come to us wanting to create change that makes an impact, and that’s exactly what SPARK stands for – being on the front line of innovation around AI.”

Hong Kong – Interpublic Group’s public relations agency Golin has elevated Lottie Longford, former director at Golin Hong Kong, to step into the newly-created role of director of marketing and communications for APAC.

During her stint as director at Golin Hong Kong, Longford has led the team’s health & wellness accounts, having transferred from the agency’s London location in 2016. She has also previously held executive roles at PR agencies Surgery Group and Katch PR.

In her new role, Longford will be handling Golin’s agency brands – Golin and DeVries Global, to regionally drive brand positioning and initiatives for both, working closely with global, APAC, and market leaders. She will be reporting directly to Simon Ruparelia, Golin’s head of growth, and Darren Burns, Golin’s president for APAC.

Commenting on her elevation, Longford said that across her past eight years at Golin, she has always been energised by the smart, creative work they do, and is proud of what they stand for – as well as admiring the innovation and achievements of the DeVries Global teams. 

“I’m excited to bring my experience and ideas to the role in amplifying our work and people,” she added.

Burns shared that Longford is one of their key business leaders in Hong Kong and someone who has a palpable passion for their industry. 

“In her new role, she will help shape our growth by communicating to talent, clients and the wider industry about the change we drive in Asia,” said Burns.

Singapore – Golin, a public relations agency under the umbrella of the Interpublic Group (IPG) has appointed Shouvik Prasanna Mukherjee as the new chief creative officer for the agency in its APAC operations, where he will be responsible in leading Golin’s data-driven, earned-first creative ideas to inspire and create change for clients across the region. 

Mukherjee brings over 16 years of experience across advertising and public relations disciplines to this role and is a sought-after thought leader. He regularly speaks at industry conferences, engages in mentorship programmes and delivers guest lectures at multiple universities in Singapore. Mukherjee has been a member of the jury for industry awards including the Cannes Lions, Spikes Asia and the SABRE Awards.

In his new role, Mukherjee’s first point of business will be to shape and grow a global creative team across the agency’s markets in Asia Pacific to deliver ideas that earn attention, build businesses and deliver exceptional client results. 

In addition, He will oversee the firm’s conceptual creators, graphic designers and content production teams for the region, and he will take an active role in building the data analytics capabilities in Singapore where he previously held the role of executive creative director since 2015.

Speaking about his appointment, he said, “Earning attention requires brave creativity that is culturally relevant and fuelled by insights and analytics. It delivers business results, as well as inspires awe, breaks stereotypes, and basically blows the mind. I’m excited to expand this incredible team so we can service more clients across the region with bold ideas.”

He will be reporting to Darren Burns, president for Asia Pacific at Golin. In addition to his chief creative officer role, Mukherjee will continue to lead the data, analytics and content team in Singapore.

“Shouvik has been an integral part of the Golin team for over a decade, leading multiple award-winning campaigns. He will bring unparalleled energy and passion to drive growth by focussing on regional collaboration and earned-first creative ideas,” Burns stated.

Mukherjee has conceptualized and executed award-winning campaigns for Golin clients including Guinness, Heineken, McDonald’s, Magnum, Nespresso, Panasonic, Porsche and Twitter.