Tag: Mandate

Singapore – Omnicom Media Group’s media agency OMD in Singapore has nabbed the media agency mandate of online food and grocery delivery platform foodpanda. OMD Singapore replaces incumbent agency Zenith, while other agencies who joined the pitch are Carat and UM.

The mandate was won by OMD Singapore’s presentation of out-of-the-box client-driven ideas and strategic media planning approaches which taps into OMD’s data capabilities and network.

Laura Kantor, marketing and sustainability director at foodpanda Singapore, said that OMD Singapore impressed them with the ability to effectively combine creativity with feasibility, and that they look forward to continuing delivering great food, groceries, and also amazing content.

“Operating in an increasingly competitive landscape means we need to constantly serve up new and creative ways of engaging with our audience, and it is crucial that we partner with an agency that can run at the same pace that we do,” Kantor said.

The agency win comes after foodpanda had recently announced the launch of its brand mascot, Pau-pau, as part of the company’s 10th anniversary celebration.

Meanwhile, Sadhan Mishra, managing director at OMD Singapore, commented, “We are thrilled to learn that our strategic media planning approach resonated with foodpanda. Through the pitch process, it was gratifying to see that foodpanda valued a long-term brand building process along with short-term goals that align with the values of our agency. 

He added, “With OMD’s understanding of the market and experience in the field, we are confident that we will be able to help foodpanda establish their place as a valuable brand in Singapore in addition to fuelling their upcoming offerings.”

OMD Singapore had also recently won the integrated media account of Singapore-based insurance company Income.

New Delhi, India – Advertising agency RepIndia has recently bagged the digital and creative mandate for Sleepwell, a flagship brand under bed foam company Sheela Foam. Through the agency mandate, RepIndia will be driving Sleepwell’s consumer marketing initiatives across online and offline channels. In addition, RepIndia will partner with the brand’s growth through innovative and disruptive marketing and communication strategies.

The brand has a pan-India presence with over 110 distributors, over 5000 exclusive dealers, having a web and omnichannel presence supported by over 10 manufacturing units in India, and has become a ubiquitous name for sleep products in every Indian household. 

According to Vishal Sharma, head of marketing at Sleepwell, they have found RepIndia to be exactly the right fit and a partner with the right mindset that will help them translate their strategy and vision into this new reality for their consumers. He added that they are in particular love with the team’s young energy and fresh original approach to their business, going on to say that this partnership shall propel both companies to create a winning formula for the consumers.

“With the fast-changing nature of consumer outreach, emerging new business opportunities and in line with our new strategy of being digital-first, we are very excited to partner with RepIndia and take forward our brand building and communication strategy to all our consumer touchpoints. The Sheela Foam Group on its journey to becoming a multinational [company, and] Sleepwell with its Pan India presence has embarked on a journey to redefine the consumer journey of discovery, trial, buying and post-purchase services in an experiential manner led by digital transformation,” Sharma said.

Meanwhile, Nikhil Kashyap, AVP for strategy and business at RepIndia, commented, “Sleepwell is undoubtedly one of the biggest brand success stories of our time. It is, therefore, an honour to now be associated with them and help unfold & partner the next level of consumer experience journey that they have embarked upon. The team is super excited for this big win, and we are looking forward to connecting with the audience on a deeper level through a blend of clutter-breaking strategy and creativity.”

Mumbai, India — Organic Tattva has awarded its full-funnel digital and performance mandate duties to FoxyMoron, the performance agency and full-service creative under media company Zoo Media Network following a multi-agency pitch. 

The agency’s duties include handling the brands’ strategic content and design across all social media platforms and performance marketing. The responsibility is given to FoxyMoron’s Gurgaon office.

India-based Organic Tattva offers a portfolio that includes certified organic food options, non-use of chemicals and pesticides, while also ensuring sustainable farming practices. 

Prachi Bali, national head partnerships and business head of FoxyMoron for North, shared her thoughts on the new responsibility for the agency.

“The organic food and beverages category, while increasing in demand, has been riddled with unclear messaging and perception challenges. With Organic Tattva, we aim to create communication that will truly build brand trust and also a community of people who enjoy consuming organic food,’’ Bali said.

Meanwhile, Kriti Mehrotra, marketing director at Organic Tattva, commented on the partnership, saying that the company is excited to collaborate with FoxyMoron for its digital marketing and media mandate. 

“Organic Tattva and FoxyMoron will work on delivering influential campaigns and raising awareness about the organic farm to fork process and our company’s commitment to integrity, authenticity, and quality,” Mehrotra said.

This January, FoxyMoron also won the full-funnel performance digital duties of Henkel Beauty Care’s Beauty Brand Schwarzkopf Professional.

Mumbai, India – Henkel Beauty Care’s beauty brand Schwarzkopf Professional has awarded its full-funnel digital performance media duties to FoxyMoron, the full-service creative and performance agency under media company Zoo Media Network.

The mandate, which will be handled by FoxyMoron’s Mumbai office, includes handling the beauty brand’s strategic content and design across all social media platforms and performance media. 

Schwarzkopf Professional holds multiple innovative products in the hair category across coloration, care, texture, and styling. It deems to be one of the world’s leading market players in professional hair, establishing hair fashion trends.

Prachi Bali, FoxyMoron’s national head partnerships and business head of north, noted that the beauty category is one of FoxyMoron’s strongest forte.

“We look forward to working with the Schwarzkopf Professional group and using our expertise to help them achieve their business objectives,” said Bali.

Meanwhile, Shama Dalal, the head of marketing at Henkel Beauty Care India, shared that they have found an agency in FoxyMoron that is immensely passionate about the ever-evolving beauty category. 

“Being a content creation powerhouse and having a strong understanding of the high impact and emergent digital marketing trends, we are excited to take our brand to newer heights with this collaboration,” said Dalal.

Singapore – Income, the insurance company under NTUC, has appointed media company OMD Singapore to handle its integrated media mandate. Said mandate was won by OMD by presenting a strategic media planning approach tapping on the OMD capabilities to deliver targeted campaigns. 

Said partnership will see OMD Singapore managing integrated media planning and buying campaigns for Income.

Anny Huang, head of digital business at Income, stated that with OMD’s understanding of their business and martech stack, they know that their appointment as their new media partner will bear fruit on the company’s journey towards a financial planning experience ‘made more personal’.

“Income is on a mission to better understand our customers’ needs online and offline, leveraging data and marketing technology. To keep our new brand promise of ‘Made Yours’, we need our media strategies to deliver the most seamless and delightful customer experiences as well,” Huang stated.

Meanwhile, Sadhan Mishra, managing director at OMD Singapore remarked that they are ecstatic to learn that their strategic and ‘no-nonsense approach’ to the pitch resonated with Income.

“Income understands the significance of finding the right balance between building a strong brand and delivering effective business performance. These two important elements should go in tandem to achieve successful campaigns,” Mishra stated.

He further added, “Their internal investments in people, processes and technology demonstrate progressive thinking, which is consistent with our own ambitions. This is homecoming for Income at OMD Singapore and we are excited to start this rewarding partnership.”

Sydney, Australia – With the launch of its new season this year, the Sydney Symphony Orchestra has appointed full-service independent agency Apparent as its media agency of record, where they will be managing all media strategy, planning, and buying for the Sydney Symphony. 

The agency appointment comes as Australian conductor Simone Young makes her debut as the Sydney Symphony’s new chief conductor and the launch of their 2022 Season. The Orchestra will also return to the Sydney Opera House Concert Hall next year following the two-year historical upgrade.

Luke Nestorowicz, director of sales and marketing at the Sydney Symphony, said, “As for many, it has been a turbulent period for the cultural and entertainment sectors, but as we launch our 2022 Season and introduce our new chief conductor, we’re looking forward to welcoming back audiences and wanted a media agency partner that understands the need to remain responsive and adaptable.” 

He added, “Apparent showed just that, in addition to presenting innovative ways on how we can reconnect with our music lovers. We look forward to working closely with them to bring the Orchestra back bigger than ever next year.”

Meanwhile, John Halpin, head of strategy and media at Apparent, commented, “This is a critical time for the arts as they reboot in a post-lockdown environment. We’re excited to have been appointed to work with a world class organization of passionate and dedicated people to help them to return to the stage and ahead of its homecoming to the Sydney Opera House.”

Apparent’s current clients include Cricket Australia, Chartered Accountants, and Anglicare.

Melbourne, Australia – MASH, an Australian-based creative agency, marks its expansion in Asia with the launch of their Asia hub, as well as winning the work mandates for global sporting event company IRONMAN Asia to develop creative for this year’s Standard Chartered Singapore Marathon, as well as winning the mandate of luxury timepiece brand, Breitling Asia, both acquired without pitches.

MASH’s Asia hub will be led by Sarah Churchlow, MASH’s director of operations (pictured above), alongside MASH Asia Project Lead Rich Akers (pictured below), who until recently was based in China for 20 years. Together, they will manage its growing client base and spearhead new business on the ground in southeast Asia, traveling between key business centers.

According to Tash Menon, CEO and founder at MASH, since starting the business in 2018, interest has consistently come from clients across Asia seeking a non-traditional or alternative approach to solving problems and exploring creative ideas through a wider range of perspectives.

“We’ve delivered effective work for many brands in the region already and as demand continues to grow, the time is right for us to be on the ground and capitalize on this further. Sarah is perfectly placed to lead our Asia expansion along with Rich, who with 20 years of experience in the area has key experience and insights to share,” Menon said.

Building on the success of its initial work on the ‘Chosen Not Given’ campaign, Swiss watchmaker Breitling has engaged MASH once again for activation, and amplification for its women range in key markets of Thailand and Malaysia. 

Alvin Soon, president of Breitling Asia said, “Working with MASH and its curated team of experienced creative MASHers for our first campaign was a very rewarding experience, so we are delighted to have engaged them once more as we embark on our next marketing phase.”

Meanwhile, Santoz Kumar, general manager, Singapore and head of sales, Asia at The IRONMAN Group said, “MASH impressed us with their ability to put together a team of creative and event marketing specialists within a very short time. From the very start of the engagement, we were working against a closing window of opportunity and an evolving COVID situation to execute a successful campaign.”

He added, “MASH became a highly trusted and valued partner very quickly once we saw first-hand their dedication and commitment in achieving our goals. I would say MASH’s key values to brands is their agility, energy, dedication and drive.”

Singapore – #BuySingLit, a local-based movement aimed at promoting local literature, has appointed The Hoffman Agency as its official agency partner, effective 4 October. 

The Hoffman Agency will be responsible in strategizing and and overseeing #BuySingLit’s rebranding from a two-weekend campaign to a year-long program, including branding, creative guidelines, marketing activations, and counsel on media placement.

They will also be responsible for furthering the cause of celebrating stories from Singapore; advocating homegrown book publishers, retailers and literary non-profits to encourage more people to discover and embrace Singapore’s literature. 

#BuySingLit continues with its advocacy of ‘Buy Local, Read Our World’ where homegrown book publishers, retailers and literary non-profits come together to encourage more people to discover and embrace Singapore’s literature.

“The #BuySingLit committee is delighted to welcome Hoffman on board as our official PR, Media and Creative Agency. As a movement supported by a diverse range of industry players, we look forward to wider media outreach and deeper relationships in the coming year. Readers can look forward to more exciting updates coming soon,” said Chong Lingying, manager of Asiapac Books and member of the #BuySingLit Marketing Module.

Maureen Tseng, general manager for Singapore at The Hoffman Agency, commented that they are excited with bringing #BuySingLit’s initiative alive through a 360-degree integrated communications campaign, cutting across PR, media and creative outreach.

“Hoffman is proud to partner with #BuySingLit to raise awareness of the breadth and depth of local literary talent in Singapore. The Hoffman Agency’s mantra of storytelling is completely aligned with what this movement stands for – creating an inclusive, diverse and vibrant community of Singapore Literature lovers,” Tseng said..

The Hoffman Agency has recently won various accounts in Asia-Pacific this year, including of Microsoft HK for PR duties and Shutterstock for communications.

Singapore – Global media and digital marketing communications network dentsu International has retained the global media remit for financial services company Standard Chartered, extended for five more years following a competitive pitch. Said assignment covers Standard Chartered’s global markets across media planning, strategy and buying.

For Emma Sheller, global head of brand strategy and consumer for private and business banking marketing at Standard Chartered, dentsu came to the table with a deep knowledge of their business, commitment,s and how they can drive growth from the media with an impressive service model and a team aligned to that value set.

“At Standard Chartered, we are here for good. It’s the motivation of our business, and a principle we clearly share with dentsu in the commitments and progress they’re making to be a force for good. We are committed to reducing carbon emissions, lifting participation and improving lives, and setting a new model of globalization based on transparency, fairness and trust. It is important for us to have a partner with shared values and ambitions who would work with us to achieve our goals,” Sheller stated.

Meanwhile, Prerna Mehrotra, CEO for media at dentsu Asia Pacific and Singapore, commented that they are proud of the work they have delivered with Standard Chartered over the course of their previous four-year long relationship, and are excited for the potential of their next five-year commitment.

“We presented Standard Chartered with a team of brilliant people, who felt passionately about delivering performance with purpose for the Standard Chartered business, which set strong foundations for us to build the next five years on. Our vision for good growth, delivered through our ‘one dentsu’ service model across the diverse markets Standard Chartered operates in, delivered the competitive advantage for the team.” Mehrotra added.

Standard Chartered has tapped dentsu in the past for the adoption of dentsu’s programmatic supply solution as part of Standard Chartered’s global campaign ‘Here for good’.

Just recently, the company has also announced other company endeavors, specifically the launch of its gaming solution for APAC.