Marketing Featured Southeast Asia

UNIQLO taps dentsu’s Carat for integrated marketing business

Singapore – Apparel brand UNIQLO in Singapore has appointed dentsu’s media agency arm Carat to be its integrated marketing solutions agency partner.

As part of the mandate, Carat will be responsible for UNIQLO’s omnichannel planning and performance marketing to drive full-funnel outcomes.

Joyce Tan, UNIQLO’s marketing director for Singapore, shared that Carat Singapore presented a very balanced and holistic view that addressed their business needs for online transformation, while respecting their roots in brick-and-mortar stores.

“This approach speaks to our focus to be relevant to today’s omnichannel consumer. More importantly, the Carat team demonstrated passion and a drive for results, and the ability to see through a local lens to address the needs of our customers – values that UNIQLO holds close to heart. We look forward to working closely with them to take the UNIQLO brand to the next level in the years ahead,” said Tan.

Meanwhile, Jean Lee, dentsu’s client partner of media group for Singapore, hopes to achieve the shared vision of seamless O2O experiences for UNIQLO Singapore to become a truly omnichannel retail company.

“There is much potential for omnichannel media planning and hybrid models, and we are certain that our one dentsu service model and capabilities in O2O marketing will bring UNIQLO to the next level of digitalization,” said Lee.

Marketing Featured South Asia

CUMI in India awards integrated marketing biz to Digitally Inspired Media

Chennai, India – Carborundum Universal Limited (CUMI), a global manufacturer and developer of abrasives and ceramics that is part of one of India’s largest conglomerate groups Murugappa Group, has recently appointed creative digital agency Digitally Inspired Media as its integrated marketing agency of record, following a multi-agency pitch.

CUMI is one of the five manufacturers in the world with fully integrated operations that include mining, fusioning, wind and hydro power stations, manufacturing, marketing and distribution. The company has subsidiaries in India, Russia, China, Australia, Thailand and South Africa.

The account win includes mandate across market research, social media marketing, communication planning, development of an upgraded global website, and management of marketing campaigns across digital media channels.

CUMI’s appointment of Digitally Inspired Media follows after CUMI has revealed a brand positioning campaign titled ‘True Grit; aimed at showcasing the multi-faceted capabilities of its product range and developing engagement programs in collaboration with applicator groups across painting, construction, woodworking, and fabrication categories.

For Ninad Gadgil, president at CUMI, he believes that their appointment of Digitally Inspired Media will help the company the achieve the goal of tapping the undisputable frontier of digital marketing, and they seek to harness the power of digital beyond its capabilities as a marketing channel to build deeper relationships with stakeholders across the board.

“At CUMI and Murugappa Group, we take great pride in being at the forefront of innovation and technology across multiple domains and industries. We aim to provide an equally cutting edge experience to our customers and believe Digitally Inspired Media possesses the strategic acumen and requisite experience to lead this transformation,” Gadgil stated.

Speaking about the appointment, Jeff Thomas, vice president for strategic planning at Digitally Inspired Media, commented that the company has always been steadfast in embarking on a focused digital – led marketing transformation displays not only on the company’s adaptive quality with changing tides but a mentality rooted in innovation that has been a crucial part of the company’s DNA.

“After rigorous discussions to understand CUMI’s business objectives and operations, the team was able to present an effective lineup of custom B2B initiatives with measurable outcomes that augment supply chains, increase brand salience and create direct marketing avenues at rationalized costs. We’re thrilled about this win and look forward to creating meaningful work in the days ahead,” Thomas stated.

Meanwhile, Surej Salim, director and CCO at Digitally Inspired Media, commented, “CUMI is one of the largest and oldest conglomerates in India. Being a pioneer in its category and the vision the CUMI team has, got our team interested in working on the multi agency pitch. Winning this account and sustaining this business comes with its challenges. 

He added, “Strategic market research across key markets and countries is paramount to make deeper relationships with this target group and the CUMI team has been very helpful as partners to see this through. This account is a big win as digital transformation for a 67 year old giant keeps us excited and the potential to work on Integrated marketing campaigns is just the tip on the iceberg.”

Marketing Featured Southeast Asia

Local SG agency Water’s Edge is now W/E + Partners

Singapore – Fresh from its announcement of closure just a week ago, local creative agency Water’s Edge has decided to become W/E + Partners, a team-up of its former creative partner, Andy Lee, and its client services director, Michelle Tee. 

Water’s Edge had been in operation for 28 years and broke the sad news a week ago when founder Tan Sin Kuan decided on the closure amid what had blown many businesses this pandemic – halted projects and weakened capabilities to sustain operations. In order to preserve the relationships it had built with long-term clients and to retain its team, Tee and Lee decided to put up the new W/E + Partners. 

Local SG agency Water’s Edge is now W/E + Partners
Creative Partner Andy Lee (Left) and Client Services Director Michelle Tee (Right)

Lee and tee carry a collective experience of 30 years managing clients that had been on the books of Water’s Edge for a long time, with some for more than 10 years. Long-term clients include insurance company AIA Singapore. 

Tee and Lee said the main purpose of starting W/E + Partners is to leverage the company ethos and culture that had been a legacy of their former agency. 

“It had been a privilege to have worked at Water’s Edge for the past 20 years as it was at the agency that I had forged very good long-term relationships with clients who had also become friends over the years. I am humbled by the support from clients and colleagues that enabled me to continue this journey to create meaningful work together,” said Lee. 

Meanwhile, Tee commented, “With W/E + Partners, we are excited to continue the same legacy with a fresher perspective. We are turning the leaf to this new chapter in a bid to create even more impactful work with our clients because we acknowledge that we need to be doing things differently in this challenging economic climate, but with the same passion and commitment that we had been delivering over the years.”

Out of its former team at Water’s Edge, 10 members will join the agency such as its creative director, Julius Sim. The new W/E + Partners aims to provide a more holistic offering beyond creative marketing services. It is a fully integrated creative agency that provides branding, advertising, and digital solutions, currently serving a wide spectrum of client accounts from financial services to real estate.

The agency said that as it continues the legacy of Water’s Edge, it will draw its strength and edge from its close-knitted and familial culture, with the pioneering team boasting of an almost decade-long working relationship.

Marketing Featured Southeast Asia

Pizza Hut Indonesia appoints Ogilvy as integrated marketing partner

Jakarta, Indonesia – Pizza Hut in Indonesia has appointed creative agency Ogilvy in the country as its integrated above-the-line (ATL) and digital agency, which includes social, following a competitive multi-agency pitch.

The appointment will see Ogilvy drive strategic communications efforts across both the restaurant and delivery business, to position Pizza Hut as a leading restaurant chain in Indonesia.

Steven Christopher Lee, CEO of Pizza Hut Indonesia, said, “We have experienced the strength of the partnership with Ogilvy globally, and we believe Ogilvy Indonesia is a valuable local partner for Pizza Hut Indonesia which will help us achieve even greater success. Through this partnership, we hope to further our market leadership in the country.”

Meanwhile, B. Ramanathan, group CEO of Ogilvy Indonesia, commented, “We are honored to have been selected as a key growth partner by Pizza Hut Indonesia, whose food and service offering has delighted Indonesian palates and hearts for decades. We look forward to bringing the best of Ogilvy’s modern marketing solutions into supporting the next phase of growth for Pizza Hut’s restaurant and delivery business.”

The engagement which kicked off in December will see new campaign launches early 2021.

In October last year, the delivery business of Pizza Hut Indonesia has also announced its creative partners for its programmatic campaigning, GroupM’s Mediacom and Xaxis.