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Marketing Featured APAC

Enero Group acquires Singapore-headquartered B2B marketing agency GetIT

Sydney, Australia – Enero Group, a boutique network of marketing and communications businesses headquartered in Australia, has today announced its acquisition of GetIT, the marketing agency in APAC that specialises in B2B technology. The acquisition is aimed at accelerating the growth of the group’s leading global technology communications consultancy Hotwire.

The group said the inclusion of GetIT in the group will help extend Hotwire’s client services towards digital marketing, brand strategy, reputation management, and public relations through its offices in Singapore, India, Malaysia, and Japan.

In April last year, Enero, via Hotwire, also made an acquisition through the buy-out of McDonald Butler Associates (MBA), a UK-based B2B sales agency. 

GetIT, as part of the Hotwire Group, will be advancing the consultancy’s network of global businesses with a combined team of more than 500 employees and 14 offices around the world. 

Speaking to MARKETECH APAC, Anol Bhattacharya, GetIT’s CEO, shared that the two primary motivations for the company to go forth with the acquisition are immediate access to the global platform and the opportunity to expand its service range. 

He also said they “liked the Hotwire/Enero leadership team.” 

“By joining Hotwire, GetIT will continue to drive momentum, particularly in the rapidly advancing markets of South East Asia, Japan, and India. Adding reputation management, brand strategy, and public relations to our sophisticated performance marketing capabilities will deepen our partnership with premier technology companies to help them achieve their business goals, particularly in navigating complex reputation issues, building business-impacting stakeholder relationships, and delivering revenue growth on a larger global scale,” commented Bhattacharya.

Alongside GetIT, the group has also announced its major acquisition of ROI DNA, a leading B2B digital marketing agency, which is seen to further extend and transform Hotwire’s capabilities in North America.

Brent Scrimshaw, CEO of Enero Group, said, “Adding sophisticated performance marketing capabilities in North America and APAC will create a global network of performance marketing expertise. This will unlock further opportunities for Hotwire to deepen [its] partnerships with some of the world’s leading technology companies.”

“Combining world-class communication skills to expedite reputation, relationships and revenue, these acquisitions will continue to accelerate Enero’s growth trajectory and positioning as a creative technology company,” Scrimshaw added.

Meanwhile, Heather Kernahan, Global CEO of Hotwire, commented, “The addition of ROI DNA and GetIT to our portfolio allows us to accelerate our reputation, relationship, and revenue services globally while adding performance marketing to provide a unique marketplace offering, which we believe, is the key to success in the current tech landscape. 

Kernahan adds that the acquisitions mean more than just for the benefit of clients. 

“Enero and Hotwire already attract and retain some of the best talent globally and aim to be the best working experience for all our teams – we are excited to bring this level of commitment to the whole employee to the ROI DNA and GetIT teams,” she said. 

The acquisition of GetIT will launch Hotwire’s owned office network across Asia, including Singapore, India, Malaysia, and Japan with a client portfolio that includes high-profile tech brands such as AWS, Oracle, Fortinet, Fujitsu, Cisco, Google Cloud and Trend Micro. 

Effective immediately, GetIT will operate as a Hotwire Company, and Bhattacharya and the extended leadership team will be continuing in their current roles. The same goes for ROI DNA which will immediately start operating as a Hotwire Company.

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Marketing Featured ANZ

Tom Hoskins appointed as BMF’s creative director

Melbourne, Australia – Creative marketing agency BMF has appointed Tom Hoskins to be part of its senior creative department as creative director.

He joins the agency with over 25 years of experience in the industry, and has worked across the UK, US, Asia, and Australia. He has also held senior and creative leadership roles at TBWA, Havas, Y&R, and iris, and worked with a premier suite of world class brands including Adidas, Afterpay, Apple, Diageo, Gillette, Nestlé, Netflix, NRL, Samsung and Sony.

Speaking about his appointment, Hoskins said, “Consistency is a vital ingredient in the best agencies, and BMF has it in spades. I couldn’t be more excited about joining Alex, the creative team and all the talented, gutsy and humble humans at BMF.”

Meanwhile, Alex Derwin, chief creative officer at BMF, commented, “Tom is a world class human with fantastic work and global experience under his belt. He’s already made a huge difference in the short time he’s been here, so we feel very lucky to be able to secure him for the long term.”

BMF has appointed previously new hires in their creative team in November last year, as well as new hires for the agency’s planning team.

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Marketing Featured ANZ

This campaign by an outsourcing firm takes inspo from Beethoven’s ‘Ode to Joy’

Sydney, Australia — Airtasker, an outsourcing company based in Australia, has launched a new brand campaign that shows the ease with which people can get things done using its new platform. The promotion was done in collaboration with marketing and advertising agencies Thinkerbell and UM.

Taking inspiration from Beethoven’s ‘Ode to Joy’, the new brand campaign ‘The Joy of Done’ invites consumers to ‘Get more Dooone Done Done’ with Airtasker.

The idea is born from the insight that people feel a little moment of joy when they complete a set of tasks that they know they need to do. Airtasker’s skilled ‘Taskers’ can help you get more done no matter the occasion or responsibility you have, from hosting a birthday party, moving into a new home, or gardening.

The new omnichannel marketing campaign launches across Australia this week and the United Kingdom later this year and will be rolled out across both markets utilising mass media channels.

Noelle Kim, chief marketing officer of Airtasker, commented, “We are fortunate to work with some of the best agencies across the industry when bringing this new brand platform to life starting from the insight. Our occasion led communication strategy truly reflects the unique value that Airtasker brings and the creative strikes the right balance between the functional message of the breadth of tasks with the emotional benefit you feel when you get things ticked off your to-do list. We fell in love with the audio mnemonic from the moment we heard it and believe it will be a core part of our brand DNA for years to come.”

Paul Swann, executive creative tinker of Thinkerbell, said, “By reinterpreting Beethoven’s Ode to Joy, we’ve leveraged a universally-known and memorable piece of music to create a new sonic brand device. This distinctive device will appear within all of the brand’s communications and also throughout the platform’s integrated product experience. This work is uplifting and distinctive, which we feel captures the experience of using Airtasker.”

Matt Furlong, Sydney strategy director of UM, shared his thoughts, saying that campaign was important to drive the growth and trust for Airtasker. He further added that the company found the creative side fun and UM’s media helped it shine in the right moments, context and mindsets across screens, audio, OOH and some strong integrated partnerships with Nova and Mamamia.

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Technology Featured APAC

OSF Digital acquires Salesforce partner Datarati

Quebec, Canada — OSF Digital, a global provider of digital transformation service, announced the acquisition of Datarati, a Salesforce partner with expertise in Salesforce Marketing Cloud in Australia and New Zealand, and serves consumers across the Asia-Pacific region. 

Datarati, being one of the established marketing agencies with expertise in Salesforce in APAC, has helped in the digital transformations of companies in various industries namely retail & consumer goods, communications, media, financial services, insurance, and health care. 

The purchase of Datarati further bolsters OSF Digital as a global multi-cloud provider partner of Salesforce, whom they have partnered with for over 10 years delivering digital transformations across different areas of marketing and sales. The digital transformation firm continues to focus on increasing its capabilities as it intends to lead in the area of digital transformation. 

Gerard Szatvanyi, CEO of OSF Digital, commented on the acquisition, saying that as part of the company’s mission to be the leading global digital transformation partner to companies worldwide, the firm will continue to expand with other acquisitions of a Salesforce-focused services leader in the APAC region.

“With additional Marketing Cloud capability, capacity, and Performance Marketing expertise, we are equipped to continue exponential growth in the fast-growing APAC region and beyond,” Szatvanyi said.

Will Scully-Power, founder and CEO of Datarati, commented, “We’re excited to embark on this next phase of our rapid growth of Salesforce Marketing Cloud services and expansion of our Salesforce solutions across Australia, New Zealand, and the wider Asia-Pacific region. By coming together with the wider OSF Digital team, we will now have increased capacity and capability to support the demand from our customers to support their digital transformations.”

The buy-out is part of the global commerce company’s strategy to scale locally and regionally throughout different markets, as well as to increase its Salesforce Digital 360 capabilities. This is OSF Digital’s sixth acquisition in the past nine months, and its second acquisition of a Salesforce-focused services partner based in APAC.

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Marketing Featured Southeast Asia

Former dentsu global CEO for Content and Creative takes helm of Culture Group’s advisory board

Singapore – Former global CEO for dentsu’s content and creative, Dick van Motman, will now take the helm as the chairman of the advisory board of Singapore-based pop culture marketing Culture Group.

Through his new appointment, van Motman will advise Culture Group regarding market entry and development, as well as mergers and acquisitions, and executive mentorship.

Prior to his latest position at Culture Group and his past role from dentsu, van Motman has also served as chairman for dentsu in Southeast Asia, and has accumulated more than 30 years of building brands and businesses globally. 

Aside from the current role, van Motman is also on the way to launching his own consulting and investment group which will focus on accelerating the growth of disruptive businesses in emerging industries.

Commenting regarding his appointment, van Motman stated that his newest affiliation with Culture Groups speaks more about a “combination of strategy, creativity, production and strong leadership” that places the agency in “a unique position to define how brands leverage pop culture to create business success.”

“In a dynamic region where demographics are skewed younger, digitally adept, and in search for expression and identity, brands that are anchored in pop culture thrive commercially. Culture Group’s uncommon approach goes beyond advertising and seeks to drive brands to consciously forge a connection with the right passion point,” van Motman stated.

Meanwhile, Culture Group’s founder and president Michael Patent commented, “Dick’s unparalleled history in the region and commitment to developing the next generation of transformative businesses is why we’re excited to partner with him as we embark on our next phase of growth,”

Culture Group has been ramping up its senior hires for its advisory board, including Marie Lee who similarly joins from dentsu to spearhead the agency’s insights and strategy function in Singapore; and Jakeena Malli who joins from Mindshare as group account director, as well as Angie Akaraskul who from Brave Bison, to take the role of business director.

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Marketing Featured Southeast Asia

dentsu’s Carat named media agency of Malaysian property developer S P Setia

Kuala Lumpur, Malaysia – Carat, the media and content agency arm of dentsu, has won the account of Malaysia-based property and investment group S P Setia after a competitive pitch across multiple agencies. 

Dentsu has built an integrated team and services capability for Setia group under its agency brand Carat and will be responsible for strategic media planning, integrated media buying, and investment strategy for the group’s brand and marketing and all the business units.

S P Setia has been rampant in the past in developing infrastructure projects in various Malaysian states like Selangor, Penang, Johor, and Kota Kinabalu and also has expanded its reach beyond Malaysian shores to Vietnam, Singapore, Australia, China, Japan, and the United Kingdom. The appointment of Carat is inked for 2 years. 

“We are delighted with Setia Group’s decision to appoint us as their media agency partner. The consumer journey in this industry has tremendously evolved over the last year or so. We are excited to be building an audience experience approach that drives not just brand love and imagery but also growth for the business,” said Dheeraj Raina, CEO of dentsu Media brands in Malaysia.

Meanwhile, Adelene Wong, head of group branding and communications at S P Setia said, “Setia group is at the forefront of providing superior customer service and satisfying customer needs through a culture of excellence, and the mechanism of delivering that is extremely digital and data-driven especially during this COVID-19 pandemic. We needed an agency partner that could work with us on that digital acceleration path and enhance the brand experience for our customers in process.”