Tag: IPG Mediabrands

Kuala Lumpur, Malaysia – To promote its latest ‘Pizza Ayam Bakar’ offering, Pizza Hut Malaysia recently teamed up with IPG Mediabrands’ Mediabrands Content Studio (MBCS) to launch a new campaign that showcased a classic Ramadan/Raya fare of flame grilled chicken with Pizza Hut’s flare – smoky grilled bazaar flavours on a fully loaded pizza, in a fun twist that’s anything but “biashe-biashe” (ordinary).

Said campaign, in a nod to the smoky flames from the grill, featured the pizza being launched with a smoke projection billboard above a Pizza Hut store in proximity of one of Kuala Lumpur’s most popular Ramadan bazaars, driving traffic towards the outlet.

In addition, an activation at local bazaars and an in-store contest introduced the Pizza Ayam Bakar promotions and an opportunity to win free pizza for those who could say the pizza’s tongue twister of a name in the game “Say My Loaded Name”.

Mun Tuck Wai, executive creative director at MBCS said, “Ramadan/Raya is a time of food and gatherings, and a classic favourite is the ayam bakar – found in every bazaar. But who’s to say that ayam bakar is just for the bazaar? Sending smoke signals is an age-old tradition, and we looked to lure our customers right to our doorstep to experience ayam bakar like never before. A pizza with these flavours needs a launch that’s equally as bold, and we wanted to tickle that curiosity when introducing an ayam bakar that is out of the ordinary.”

Meanwhile, Aileen See, chief marketing officer at Pizza Hut Malaysia said, “At Pizza Hut, we believe that the best flavors are the ones that resonate with our customers’ hearts and taste buds. With the Pizza Ayam Bakar, we’ve worked hard to craft a truly authentic taste experience that reflects the unique flavors of ayam bakar that you’d get from our local bazaars.”

She added, “The MBCS team have integrated this sensory element of smoke that you’d get from the grill into our campaign, blurring the lines between tech, creativity and cultural relevance for an unforgettable campaign. It’s not just about selling pizza; it’s about the celebration of Ramadan/Raya through our shared language of food.”

Singapore – Zachary Lim has been appointed as head of IPG Mediabrands Singapore, the media holding company under Interpublic Group. His appointment is effective immediately.

Joining IPG Mediabrands from Wavemaker Singapore, where he served as managing director, Lim is taking on a network role as he leads agencies UM and Initiative.

Lim has over two decades of experience in marketing, media strategy, business development, and agency leadership. Prior to his tenure at Wavemaker, where he spent seven years, he also worked with Maxus Global and Havas Media.

Leigh Terry, chief executive officer of IPG Mediabrands APAC, said, “We are incredibly pleased to welcome Zachary to the IPG Mediabrands family. His proven track record in driving client success and fostering a culture of excellence aligns perfectly with our ambitions for the network. We are confident that Zachary’s energy and leadership of our standout teams here in Singapore will help elevate the operations to new heights.”

Lim commented, “I am honoured to take on a leadership role at IPG Mediabrands Singapore. The network’s commitment to innovation and client-centric approach resonates with my own professional values, and I look forward to collaborating with the talented agency teams here to deliver exceptional results for our clients.”

Singapore – IPG Mediabrands has announced the appointment of Kumar Kanagasabapathy as chief strategy officer for the Asia-Pacific region. Kanagasabapathy brings over two decades of experience leading cross-functional teams across major industry verticals to his new role. 

Previously, Kanagasabapathy served as global chief strategy officer of Rufus, an IPG Mediabrands network agency, where he played a key role in establishing the strategic craft and framework for the global Amazon business. 

Moreover, he has delivered breakthrough results for clients including Amazon, adidas, Target, NBCUniversal, and Disney, consistently blending data driven insights with creative flair and ingenuity to develop innovative strategic solutions.

He will be based in the IPG Mediabrands APAC RHQ in Singapore, reporting to Leigh Terry, CEO of IPG Mediabrands APAC. His appointment is effective immediately. 

Speaking on his appointment, Kumar said, “I am thrilled to join the IPG Mediabrands APAC team and contribute to the agency’s continued growth and success in this region. I’m passionate about partnering with clients to craft innovative, results-driven solutions.”

He added, “I believe that the future of media lies in challenging long-held fundamentals, embracing bold experimentation, and forging deeper, more meaningful connections between brands and consumers. Nowhere is this transformation more dynamic than in APAC, and I’m excited to be part of this journey.”

Meanwhile, Leigh commented, “Kumar’s exceptional strategic expertise and proven track record of success make him the ideal leader to drive our strategic vision forward in the APAC region. His deep understanding of the evolving media landscape, coupled with his ability to inspire and empower teams, will be invaluable as we navigate the complexities of the dynamic Asia-Pacific markets.” 

Singapore – UM, a global media agency network under IPG Mediabrands, is challenging brands to be distinct and evade blandness with the launch of its ‘Full Colour Media’ strategy.

Urging brands to take a more vibrant approach to media, UM’s ‘Full Colour Media’ is an omni-channel planning proposition and philosophy that aims to change the agency’s mindset and behaviours towards marketing and branding.

The new proposition includes the use of artificial intelligence (AI), which can have a normative nature if not trained effectively. UM’s new model provides insights on how marketers can apply the distinct qualities of a brand when using AI, making it effective and efficient.

The proposition is backed by research on brand-building, which analyses unique brand patterns to identify nuances in brand behaviours. UM collaborated with Felipe Thomaz, associate professor of marketing at the University of Oxford.

Insights gained from the study allowed UM’s model to predict key components of brand growth, helping marketers tailor solutions for brands.

“Full Colour Media is an omni-channel planning proposition designed to combat the existential threat of brands becoming bland. It unlocks the power of human ingenuity in a world where AI’s normative mechanic threatens not just a race to the bottom, but a race to the mean. To win the growth race for our valued clients, we need strategies that ‘Stand Against Bland,” Susan Kingston-Brown, global brand president at UM, said.

“This new approach seamlessly blends the visibility of high-quality media impact with the vibrancy and variability of smaller, deeper touchpoints, creating a spectrum of media stories that come together to drive brand growth. In a world dominated by algorithm-driven media, it challenges outdated linear models and black-and-white decision-making to drive real ‘difference’ and brand growth,” Kingston-Brown said.

“Before we push the AI button, we must understand exactly what differentiates a brand so that we can train that AI to work effectively for us and make a Stand Against Bland,” continued Kingston-Brown. “Brand patterns enable us to understand the complexity, nuances and uniqueness of every brand – allowing us to elevate and distinguish them within their category –  ensuring our communications deliver a disproportionately positive effect in market,” she added. 

“This is a game-changer for our clients and for the industry as a whole. UM’s Full Colour Media approach is a powerful example of how the network is driving innovation in the media landscape. By embracing the power of data and human ingenuity, UM is not only helping brands stand out in a crowded marketplace but also shaping the future of brand building,” Leigh Terry, CEO of IPG Mediabrands APAC, commented.

“With the level of computational power and data at our fingertips today, there is a huge opportunity to go beyond simplified marketing models like the funnel. We need a model that embraces complexity and leverages pattern recognition to define and quantify the unique nature of each brand. Our findings demonstrate that understanding and exploiting what makes a brand different is the number one driver of brand growth. This will only become more important as AI become more pervasive,” Dan Chapman, global chief strategy Officer at UM, said.

Singapore – IPG Mediabrands has confirmed the appointment of James Hawkins to the newly-created position of chief client officer at IPG Mediabrands APAC.

“IPG Mediabrands remain focused on delivering innovative and exceptional client experiences in a rapidly evolving media landscape. We are excited to deploy James’ in-depth knowledge and transformative experience across the Asia-Pacific region,” Leigh Terry, CEO at IPG Mediabrands APAC said.

Hawkins was most recently the chief executive officer of PHD in Asia-Pacific, and held the role from October 2018 to October 2024, when he recently stepped down.

He was also previously the managing director of dentsu X in Asia-Pacific, and also held other C-Suite positions for dentsu across Asia-Pacific.

His appointment comes after Omnicom Group has confirmed that its board of directors have unanimously approved a definitive agreement pursuant to which Omnicom will acquire Interpublic Group (IPG) in a stock-for-stock transaction.

Malaysia – IPG Mediabrands, a media holding company under Interpublic Group, has appointed Darren Yuen as chief executive officer (CEO) in Malaysia.

Yuen takes over the role previously held by Bala Pomaleh for eight years. With his new position, Yuen is set to drive IPG Mediabrands growth.

Previously, Yuen held the role of CEO at Initiative Malaysia. He has over 27 years of experience in the industry, spending eight years within the IPG Mediabrands network in Malaysia.

Leigh Terry, CEO of IPG Mediabrands APAC, said, “I could not be more pleased to appoint the Malaysia CEO from within our own network ranks. With his passion, drive, and unsurpassed knowledge of the Malaysian media landscape, Darren embodies our commitment to craft and innovation on this strategic transformation journey.”

“Bala has spent 8.5 years building IPG Mediabrands Malaysia to the much celebrated, industry-leading media network it stands proud as today. He leaves with our thanks and appreciation for his commitment and lasting impact,” Terry added.

“I am honoured to take on the role of CEO IPG Mediabrands Malaysia. This is such an exciting time for our business, and a fantastic opportunity to empower our talented network of people to push the boundaries of how we can deliver exceptional value to our clients,” Yuen commented.

Sydney, Australia – IPG Mediabrands Australia has announced the appointment of Harry Preston as the new managing director of MBCS Australia. 

Preston will be taking over from Olivia Warren, who has been promoted to Global Managing Director of Traverse32, IPG’s independent development and production studio based in New York. 

Having previously held leadership roles within the IPG network, Preston brings over two decades of experience in the media and technology industry. Currently, he is the national general manager of Hogarth.

“It’s always gratifying to see our home-grown talent being tapped on the shoulder to take on global roles. Olivia was the driving force behind establishing the MBCS brand in Australia on the back of several incredibly successful client campaigns. We know that she will continue that forward trajectory at Traverse32,” Mark Coad, chief executive officer at IPG Mediabrands Australia, said.

“We are very excited to appoint Harry Preston as the new Managing Director of MBCS Australia. With his passion and expertise for driving brand commerce, Harry is perfectly positioned to lead our efforts in creating breakthrough experiences for our clients, connecting brands with consumers in meaningful ways,” Coad added.

Preston commented, “I am honored to take on the role of Managing Director at MBCS Australia. Some of the fondest memories of my career were spent at IPG Mediabrands so I’m excited to return and build on the amazing legacy Olivia leaves. It’s an exciting time for the business, and a fantastic opportunity to work with such a talented group of people to push the boundaries of what we can achieve in the content space.”

Preston’s position is effective starting Nov. 1. 

India – IPG Mediabrands, the media holding company within the Interpublic Group, has unveiled its new global Centre of Excellence in Pune, India, aiming to drive advanced media activation and foster next-generation growth.

Located at the International Tech Park in Kharadi, Pune, the new office will act as a crucial hub for media activation, product development, and engineering, serving over 500 clients worldwide across various industries. It is expected to more than double the headcount over the next two years. 

The new 62,000-square-foot state-of-the-art office features an array of modern amenities, including a rooftop sports area with basketball and tennis facilities, a gym, and a walking track. Additional perks include a crèche for employees’ children, a 24-hour canteen, flexible workspaces designed for collaboration, and dedicated company transportation.

Ankita Agarwal, executive head of global operations at KINESSO, said, “We are thrilled to expand our presence into Pune and create a world-class workplace for our talented team. This office will be instrumental in implementing the highest standards of media activation, enhancing operational efficiency, and delivering exceptional value to our clients.” 

Jarrod Martin, global CEO of KINESSO and Acxiom, added, “We have built a network of global capability centres providing essential services, and India is our single biggest hub market, servicing other countries around the world. By centralising all these capabilities in one location, the Pune GCC will enable us to implement the highest standards of media activation across all campaigns and brands, facilitate shared learnings, and enhance product development. India is a world-leading source of advanced talent, and IPG Mediabrands is committed to tapping into this expertise to elevate our product and service delivery to clients.” 

Meanwhile, Shashi Sinha, CEO of IPG Mediabrands India, commented, “The launch of the IPG Mediabrands Pune GCC is a significant milestone in our growth journey, expanding our existing footprint, which already includes offices across Mumbai, Bangalore, Delhi, Chennai, Kochi, and Kolkata. In the last 12 months, we have doubled in size, and with continued growth trajectory, we anticipate India becoming the second largest IPG Mediabrands market by employee headcount over the next two years. This not only underscores our continued commitment to investing in India but also highlights our strategic focus on leveraging advanced talent to drive media innovation.” 

The IPG Mediabrands Pune office is now officially operational and will provide services across diverse areas such as biddable media, analytics, and media operations, with a strong focus on innovation and execution.

Sydney, Australia – KINESSO Commerce, IPG Mediabrands’ technology-driven commerce subsidiary, announced a global partnership with Vudoo, a technology company and content commerce expert. As part of this partnership, KINESSO Commerce’s activated media and Vudoo’s innovative shoppable ad technology have joined forces to offer an always-on commerce media solution that makes content shoppable 24/7 on the open web. 

KINESSO Commerce has created an end-to-end solution called “ShopNow,” which includes Vudoo technology, KINESSO’s activation and performance capabilities, and creative solutions from IPG Mediabrands. 

The partnership offers KINESSO clients increased transparency and visibility into the consumer journey, including whether or not a customer completes a purchase after adding items to their basket. It is a first-to-market worldwide solution across commerce partners, including Amazon. With a number of Australian retailers, the worldwide alliance will debut in the Australian market. Additional rollouts are planned for the UK, US, and APAC, as well as a wider range of clients. 

The combination of Vudoo’s real-time first-party data capture and KINESSO Commerce’s measurement and analytics expertise will improve KINESSO Commerce’s optimization capabilities and increase conversions for the agency’s clients. For the benefit of the larger IPG Mediabrands network, KINESSO Commerce will now be able to improve its off-retailer website and content creation services. Vudoo’s interactive video capabilities will allow digital advertisers to access customer intent signals that are now unavailable in traditional video formats, providing consumers the ability to choose what they want to view and how their user journey unfolds.

Speaking about the partnership, Hope Williams, KINESSO Australia’s head of Commerce, said, “Vudoo’s vision aligns perfectly with ours at KINESSO Commerce—we believe every story we tell needs a ‘buy button’ to ensure a seamless consumer experience, which has become a fundamental expectation for brands today, especially with younger digital-native audiences. We are confident this partnership will redefine how our global brands engage with consumers on the open web.” 

He added, “Our commitment to providing a globally scalable, end-to-end solution—including creative production, activation and insights, paired with Vudoo’s world-class commerce technology —is a testament to our dedication to client growth and success in the face of digital disruption.” 

Meanwhile, Nick Morgan, Vudoo’s CEO and Founder, commented, “We’re thrilled to announce our alliance with KINESSO Commerce, enabling consumers to shop directly from ads and content, and helping retailers achieve greater reach. This partnership is a testament to Vudoo’s commitment to innovation and our vision for a future where shopping everywhere becomes a seamless reality for consumers worldwide. Together, we hope to set a global precedent of transforming traditional advertising by making every piece of content shoppable directly on the open web.” 

Lastly, Amie Owen, KINESSO Commerce’s global chief growth officer, said, “The content commerce space is rapidly evolving and expectations from consumers online are high, particularly when it comes to the checkout process. We’re excited to partner with the team at Vudoo to make content shoppable and streamline the user experience as we believe that everything should be shoppable all the time. The 360-degree view of customer purchasing journeys and real-time analytics available on Vudoo’s platform will enable our marketers to enhance customer engagement and drive actionable insights for brands.”