Tag: Mandate

Kuala Lumpur, Malaysia – Ogilvy Malaysia has been appointed by Lactalis, the French dairy giant, to lead the brand revitalisation of its iconic dairy brand, Lactel. The partnership will commence in mid-August and involves an integrated brand campaign aimed at re-establishing these beloved brands in the Malaysian market. 

Following the acquisition of Bliss and the whole range of drinking and spoonable yoghurt, Lactalis currently faces the challenge of becoming a top-of-mind brand in the highly competitive yoghurt category. 

Despite introducing innovative products, driving penetration remains a hurdle due to insufficient brand awareness. Hence, it is crucial for Lactalis to not only continue its innovation streak but also generate significant excitement around these new introductions. By doing so, the aim is to enhance their brand visibility, establish a strong market presence.

Moreover, the win showcases Ogilvy’s strengths in understanding Malaysian culture and consumers, as well as its proven ability to build brands that stand the test of time. This partnership is a testament to Ogilvy’s creative excellence in delivering breakthrough solutions that resonate with Malaysian audiences. 

Lactalis’ decision to partner with Ogilvy comes at a time when the dairy category in Malaysia is brimming with untapped potential. As a market leader, Ogilvy sees this as an opportunity to not only drive brand success but to help Lactalis navigate this new chapter. 

For the agency, the opportunity to work with Lactalis, a company that has a purpose for ‘nurturing the future’ and shares their commitment to innovation and quality, has brought a renewed sense of excitement and to the team.

Joselynn Lim, marketing and innovation manager at Lactalis, said, “We are thrilled to be partnering with Ogilvy, an agency that shares our commitment to innovation and understands the Malaysian market. We look forward to working together to re-establish Lactel and create space for the dairy products as we expand in to the dairy segment in Malaysia.”

Meanwhile, Michelle Ong, executive group director at Ogilvy Malaysia, said, “Malaysia is on a health transformation journey, and we at Ogilvy are beyond excited to partner with Lactalis. With their wide range of products, an exciting innovation pipeline, and a deep commitment to Malaysia, we have all the ingredients to lead this transformation together.”

Australia – Accenture Song, The Monkeys and Droga5 have been appointed by Tourism Australia to provide the agency with creative and digital services for five years from July 2024, structured as a three-year initial contract with options for two further one-year extensions.

According to Phillipa Harrison, managing director at Tourism Australia, the contract with Accenture Song has been finalised after a competitive tender process.

“We have a very specific brief at Tourism Australia with a global footprint that sees us actively market into 15 key international markets. Our campaigns have set a high benchmark over the years and as our operating environment continues to evolve we need to ensure Australia stands out on the world stage,” Harrison said.

She added, “During the tender process Accenture Song, along with The Monkeys and Droga5, proved they were best placed to provide Tourism Australia with the integrated global creative and digital services we need. We look forward to working with them to showcase the best Australia has to offer to the world.”

Meanwhile, Susan Coghill, chief marketing officer at Tourism Australia stated that the brief for the tender was for a panel that would allow Tourism Australia to respond to future opportunities and challenges.

“We will be working closely with Accenture, The Monkeys and Droga5 to remind the world why ‘There’s Nothing Like Australia’ and are excited to learn more about the creative ideas and big thinking they can bring to the table as we look to get Australia’s tourism industry back on a path of sustainable growth,” Coghill said.

She added, “I would also like to take this opportunity to thank M&C Saatchi and Digitas for all of their hard work over the past five years. It was a challenging period and thanks to both agencies we were able to pivot into the domestic space, with the ‘Holiday Here This Year’ campaigns, and once international travel resumed we launched our current global campaign ‘Come and Say G’day’ welcoming travellers back to Australia.”

David Droga, CEO at Accenture Song, commented, “This win means a lot. Professionally and personally. We are thrilled by the wonderful opportunity, immense responsibility and the rekindled partnership.”

Lastly, Mark Green, president of Accenture Song ANZ as well as the co-founder and group CEO of The Monkeys, stated, “It’s a privilege to partner with Susan and her team of outstanding marketers to help transform and elevate Tourism Australia’s global creative and digital marketing approach. Combining the creative firepower of The Monkeys (Australian agency of the decade) and Droga5 (US agency of the decade), underpinned by the technology and global footprint of Accenture Song, we have some of the best Australian talent from around the world coming together to bring the best of Australia to the world.”

Kuala Lumpur, Malaysia – Luxury mattress brand Sealy has engaged communications and storytelling agency GO Communications, to design and execute a comprehensive digital and social media campaign to bolster the brand’s awareness in Malaysia, while building a robust and engaged local following.

The campaign will elevate and reinforce Sealy’s premium positioning and promote the tagline “Sleep First Class” across various digital platforms. The tagline serves as a central theme, communicating the luxurious and life-enhancing benefits of Sealy’s high-quality products and “Posturepedic” technology to a wide audience.

With strategic content, the campaign will educate consumers while driving brand engagement through a series of online and offline initiatives, including influencer engagement and roadshows.

Furthermore, the campaign also aims to increase footfall and sales at Sealy’s offline stores with targeted promotions and interactive in-store experiences, while boosting Sealy’s digital and online store presence by attracting new users, generating inquiries, and capturing sales leads via strategic digital advertising and social media enhancements.

Speaking on the appointment, Peter de Kretser, CEO of GO Communications, said, “We are thrilled to promote Sealy’s superior sleep solutions to Malaysia, ensuring that every customer experiences the luxury and comfort they deserve. We pride ourselves on our ability to craft compelling and impactful narratives that resonate with audiences on a deeper level. This campaign will allow us to leverage our digital and social media experience to enhance Sealy’s brand presence and connect with the market in meaningful ways. We look forward to seeing the positive impact this campaign will have on Sealy’s growth and customer engagement.”

Meanwhile, Derek Yeoh, country manager for Sealy in Malaysia, commented, “Sealy has always been at the forefront of sleep innovation and through this campaign with GO Communications, we aim to educate consumers about the importance of quality sleep and how our products can positively, impact their unique lifestyles, enabling them to take charge of their day, every day, with first-class sleep.”

“With their results-oriented approach and innovative strategies, GO Communications has a track record of delivering creative and impactful campaigns. We are confident that this collaboration will not only enhance our brand’s visibility but also underscore our commitment to improving the well-being of our target audience throughout the country,” he added.

Hong Kong – DDB Group Hong Kong has acquired the creative and social media accounts for Tiger Brokers’ Tiger Trade trading platform. The agency will be in charge of all 2024 communications, including strategy and creative for branding, production, promotion, and social media. 

Building brand awareness and client acquisition in an established market of savvy investors is the brand’s main goal. DDB will have to help with increasing appeal, reaching a wider audience, and establishing brand presence. 

Tiger Trade’s low-commission real-time trading software provides investors with technology, knowledge, and inventiveness. The smartphone app is young and only getting started in the Hong Kong market, it already has over 2.2 million account holders worldwide. 

Speaking about the appointment, Lowe Low, Senior brand marketing manager at Tiger Brokers (HK) Global Limited, said, “DDB’s unparallelled creativity and strategic brilliance truly distinguished them in the pitch process and it is with immense excitement that we move forward with them. At Tiger Brokers, we believe in pushing boundaries and redefining possibilities, and with DDB by our side, I am confident that we will create ground-breaking campaigns that not only captivate our audience, but also redefine the landscape of our industry.”

Meanwhile, Koman Ko, managing partner at DDB Group Hong Kong, stated, “We immediately respected Tiger Brokers’ visionary approach and ambition, as well as their collaborative style of working. We can’t wait to get started and help bring Tiger Trade’s superior investment experiences to more Hong Kong people, helping them reach their full potential as investors.” 

Singapore – AIA Singapore has appointed Socialyse as its social media agency of record. Through the mandate, Socialyse will be responsible for content production, social media strategy, and administration focused on boosting consumer engagement for AIA Singapore. The appointment will take effect in April 2024. 

The appointment follows the premiere of the five-minute thematic film “Confessions Of A Liar.” This film is a part of the launch of AIA Ultimate Critical Cover, the newest critical illness plan from AIA Singapore (AIA UCC). The film explores the intricacies of familial ties over a range of life stages, including a serious illness. This is presented through the protagonist’s lighthearted exchanges with his mother, who is middle-aged. 

Kenny Yap, managing director of Socialyse, Havas Play and Havas Red, expressed, “We are thrilled to provide AIA Singapore with our integrated services together via Socialyse, Havas Play and Arena Media. We know the power of integration and continue to see this unique offering help clients achieve their brand, communication and commercial objectives. With our shared commitment to delivering meaningful impact, we look forward to supporting AIA Singapore to deepen their engagement with customers and the community through more purposeful storytelling.” 

Meanwhile, Allison Chew, head of PR, brand, and marketing at AIA Singapore, said, “We look forward to working alongside Socialyse, tapping into their robust social media offering and seamless integrated services to further engage our customers and the community with more compelling content that resonates with their evolving needs. Together with Arena Media, we are confident in the network’s ability to drive synergies and effectiveness.”

Kuala Lumpur, Malaysia – Pokka, a beverage manufacturer, has appointed Ignite, a creative agency inside The Shout Group, as its designated creative agency for the Singapore and Malaysia markets.

Pokka’s decision to work with Malaysia-based Ignite, represents the brand’s ambitions for growth outside of Singapore. 

Speaking about the appointment, Michelle Nunis, group general manager – marketing (Malaysia & Singapore) at Pokka, said, “All of us at Pokka look forward to collaborating with the team at Ignite. We view Ignite as a strong communications partner and respect their point of views that are stemmed from consumer insights, their ability to constructively challenge us to ensure what is right for our brand and their creative perspective to deliver consumer-relevant and engaging campaigns.” 

Meanwhile, Shaun Tay, co-Owner & chief executive officer of The Shout Group, stated, “Winning over Pokka for both the Malaysia and Singapore markets furthers our goal of building a solid portfolio of cross-border clientele, which already features Darlie, McCain, Febreze, Glad and Offspring, as we’re always keen on opportunities to promote Malaysia as a hub for regional creative development.” 

He added, “That said, being part of Pokka’s plans in unleashing their growth potential is personally exciting for us as it is the driving core of why we created The Shout Group in the first place. My thanks to Rex Macaskill, Group CEO of Pokka Pte. Ltd. and Michelle for trusting us with their brand and business, and we can’t wait to get started!”

Malaysia – Puratos Malaysia, Singapore, and Brunei have recently engaged Aforemention by FOREFRONT to handle their 2024 social media content and performance marketing reach.

The contract was signed following the formal launch of the new brand identity for Belcolade, Puratos’ premium Belgian chocolate brand. This program offered an afternoon of culinary exploration across continents.

Aforemention by FOREFRONT’s main function will be to find global insights that the local market may relate to. They will also create performance plans and materials with the goal of raising awareness and bolstering Puratos’ premium positioning.

Belcolade creates goods that bring customer satisfaction and guarantee a sustainable future for future generations by fusing sensory knowledge with sustainability principles. Decades of research discoveries form the foundation of these endeavours.

Sandy Shiek, marketing director, Puratos Malaysia, Singapore, and Brunei, said, “While taste remains the primary purchasing criterion for consumers, the sustainability of the chocolate is a key consideration factor for their purchase decisions – with 68% of respondents interested in food products coming from sustainable farming methods. The Cacao-Trace Sustainable Programme is a testament to our commitment towards taste and sustainability.” 

She added, “Tapping into Aforemention’s key strength in digital storytelling, we immediately saw an opportunity to deploy a multi-screen, multi-moment communication framework that helps us to better deliver our messages to address the pain points of our users and decision makers.”

Meanwhile, Sylvester Hiew, chief marketing officer, FOREFRONT, expressed, “We are excited to find out how we can help a premium brand like Puratos communicate effectively in an emerging market like Malaysia. Staying true to our mission of igniting brands, we make it our business to understand consumer behaviours across different industries, and we have been successful in helping many clients tell their brand stories for almost two decades now.”

Singapore – The Secret Little Agency (TSLA) and Mandai Park Holdings have announced that it is closing their creative chapter as Mandai had recently called a new creative tender, as managed by R3. This marks the end of TSLA and Mandai’s seven-year work together, which began in 2017.

Mandai appointed TSLA back then as its lead creative and branding agency globally following a heavily competitive pitch process.

TSLA previously worked with Mandai for a new masterbrand and brand world back in 2021, as the multi-year rejuvenation of the Mandai Wildlife Reserve continued. This was done with TSLA’s global brand practice Anak, and aimed at bringing Mandai’s group branding ambitions to life on both a domestic and global level.

Photo Courtesy: The Secret Little Agency

From naming, brand strategy to brand architecture, and visual development across thousands of touch-points both digital and offline, the 4 year branding journey was often referred to as “a new playbook for biodiversity.”

More recently, TSLA and Mandai launched the highly-anticipated Bird Paradise, effectively migrating both brand and production from the former Jurong Bird Park into what is today the world’s largest free-flying aviary.

Eunice Tan, group CEO at The Secret Little Agency, said “Together with Mandai, we created something special that all Singaporeans can be proud of globally, shifting Mandai from just a zoo brand, to a global platform for wildlife conservation and biodiversity. The entire team at Mandai have been fantastic collaborators, and at this moment, there is only a sense of appreciation and deep pride for what we’ve been able to achieve together.”

Meanwhile, Belina Lee, deputy CEO, transformation and growth at Mandai Wildlife Group, commented, “In this changing of the guard, we want to thank our long-standing partner, The Secret Little Agency, who journeyed with us for seven years, and with our stakeholders, laid a solid foundation for the Mandai brand world. We are grateful to have strong partnerships, both present and future, as we transform the Mandai Wildlife Reserve from a collection of world-leading wildlife parks to a globally iconic destination.”

Singapore – VMLY&R has been appointed to handle TikTok Shop’s major multimarket push around the year’s biggest online shopping days – and has already delivered stunning sales for 11.11 – building to the 12.12 finale, in Southeast Asia.

VMLY&R has been tasked with delivering TikTok Shop’s unique ‘shoppertainment’ proposition, bringing shopping and entertainment together as the antidote to e-tail stress and boredom during the shopping season. The mandate covers TikTok Shop Southeast Asia’s biggest markets – Malaysia, Philippines, Singapore, Thailand and Vietnam.

Moreover, VMLY&R teams in Singapore, Thailand and Hong Kong in partnership with TikTok Shop launched the concept of ‘double’ with the 11.11 campaign – doubling down on shopping and entertainment experiences. Assets include video, key visuals, and offline & digital activation ideas on the same creative platform across the markets.

Nicky Lee, client services director at VMLY&R, said: “VMLY&R prides itself on striking the perfect balance between Brand Experience (BX), Customer Experience (CX) and Commerce in order to create truly connected brands. By staying true to TikTok’s brand truth – to entertain – we were able to highlight how TikTok Shop seamlessly integrates entertainment, community and commerce to deliver a joyful customer shopping experiences which sets it apart from the competition by putting the fun back into e-tail.”

The campaign video for 11.11 entitled ‘The Joy Lift’, sees a person enter an elevator just before midnight on 10.11 and start to browse TikTop Shop. As midnight turns the date to 11.11, a bounty of fun content entertains them, during which they finds a product they wants at a discount price. The video aims to showcase how whilst enjoying yourself, TikTok Shop helps the products you’re interested in find you.

In addition, the 11.11 campaign saw VMLY&R teams across 3 offices producing over 80 pieces of content for TikTok Shop, delivering an impressive 1.5 billion exposure for the brand during the campaign period.

Meanwhile, Treidy Rahmatsyah, regional brand marketing lead at TikTok Shop, commented, “We partnered with VMLY&R for many reasons including their deep capabilities and strength and connections across multiple markets, but also their deep understanding of consumer behaviour, which was key in positioning TikTok Shop for different audiences as the shopping platform that’s enjoyable, full of inspiration and makes buying easier.”

He added, “As one of the world’s biggest providers of short-form entertainment, TikTok Shop is the perfect antidote to e-tail boredom, offering ‘shoppertainment’ content that young people want to browse while they shop.”

Kuala Lumpur, Malaysia – M&C Saatchi Kuala Lumpur has been appointed as the lead creative agency for the upcoming launch of the Toyota Vios 2023 car model in the country. The remit includes above-the-line (ABL) and below-the-line (BTL), digital, and experiential advertising.

The ‘Defy Expectations’ campaign for the Toyota Vois kicked off recently this March 20, with a media launch followed by film, print, digital and OOH presence.

Nisha Devina Roy, managing director of M&C Saatchi KL, said, “The Vios legacy meant we had to ‘defy expectations’ as the new agency in the Toyota roster. But truth be told, we were fuelled by the passion of the clients themselves. It was a truly collaborative partnership in every sense.”

Meanwhile, Nicky Lim, UMW Toyota General Manager of Marketing, commented, “M&C defied the brief and challenged us constructively. We expect our partners to continue to challenge us so that brand Toyota will be the eventual beneficiary. It’s the kind of proactive relationship we wanted.”

The new remit win comes on top of M&C Saatchi’s recent agency updates, including new additions to the management team and new offerings that led to a string of wins including Sime Darby Property, Hong Leong Bank and Sephora, to name a few.