United Kingdom – Brewing company Carlsberg Group has appointed iProspect as its new media agency to manage all global advertising and marketing initiatives. After reviewing the process, iProspect was chosen because of its strategic acumen, originality, data-driven methodology, and track record of results.
Starting in January 2024, iProspect will take on the responsibility of media planning and buying for Carlsberg Group, serving as its designated media agency.
Søren Brinck, chief commercial officer at Carlsberg Group, said, “We are thrilled to have selected iProspect as our global media partner,”
He added, ”Their comprehensive, creative and innovative approach, combined with their range of cutting-edge tools and strategies, convinced us that they are the ideal choice to drive our marketing and our brands’ to new heights. We are eager to collaborate closely with iProspect and leverage their expertise to achieve our objectives.”
Carlsberg aims to use iProspect’s assistance to create an integrated media strategy, carry out campaigns, and keep its brand relevant and influential across all of the Group’s markets.
Meanwhile, Amanda Morrissey, global client and brand president, iProspect, said, “Sometimes things just feel right and ‘click’. For us, this was an immediate reaction from our entire international team, across all markets, when we started this pitch process with Carlsberg and, we understood straightaway what needed to be done.
She added, “With a shared passion for the brands and their success, an ambition to create new opportunities to create meaningful connections with the consumer and a cultural connection that united us, we felt the spirit of partnership throughout. We can’t wait to get started and work together to create some of the best media work in the industry.”
Brinck also added, “We would like to extend our appreciation to our incumbent agency, Initiative, for their exceptional partnership throughout the years. We also thank all the participating agencies for their valuable contributions during the pitch process.”
Australia – In the midst of the excitement around the FIFA Women’s World Cup 2023, Commonwealth Bank and GHO Sydney, a creative firm, have developed a brand-new sponsorship campaign called “For all the goals we share.”
Sam Kerr, a professional football player, is featured in the 30-second TV commercial alongside her CommBank Matildas teammates Courtney Nevin, Tameka Yallop, and Claire Polkinghorne. Avaani Prakash, a potential Young Matildas player, as well as young athletes from the neighbourhood, their families, and encouraging football trainers are also featured in the campaign. Regardless of their scope or importance, each person’s unique objectives are emphasised in the ad’s narrative.
https://www.youtube.com/watch?v=Sg-lAn6f_0g
Dianne Everett, general manager of brand and sponsorships at Commonwealth Bank said, “We couldn’t be prouder to showcase our continued support for women’s football. This campaign brings together months of work from an incredible team who are dedicated to helping people achieve their goals. Now, we get to enjoy a month of celebration as we support the CommBank Matildas.”
Eithne McSwiney, managing director at GHO Sydney, added remarks, “We want this campaign to really resonate with everyone who’s connected to the game of football; the players, the supporters, the families on the sidelines and the community coaches. We’re so excited to help CommBank tell their story of support for women’s football as we chase our shared goal of growing the game for all Australians.”
As an official supporter of the FIFA Women’s World Cup 2023™, CommBank extends a warm welcome to female footballers from all around the world. The official Sydney FIFA Fan Festival, scheduled to commence on July 20th at Tumblong Park, will include an engaging CommBank activation called ‘Train like a Matilda.’ This exciting experience will be available throughout the tournament, culminating with the FIFA Women’s World Cup Final on August 20th.
Singapore – Cannes Lions, the global festival celebrating the creative excellence of the marketing and advertising scene, has recently concluded. The event, which happened from June 19 to 23, has seen a slew of much-celebrated marketing and advertising campaigns conceptualised by brand and agencies across Asia-Pacific.
The APAC region has seen 114 Lions won, much greater than the 104 Lions won in 2022. Some of the leading markets that have submitted include India, Japan, and Australia.
Without further ado, these are the major wins from APAC brands and agencies this Cannes Lions 2023:
“The First Digital Nation” Client: The Government of Tuvalu Agency: The Monkeys, part of Accenture Song
Grand Prix – Titanium
Silver (Sustainable Development Goals) Planet > Climate Action
Bronze (Film) Innovation in Film > Screens & Events
“Phone It In” Client: Skinny Agency: Colenso BBDO
3X Grand Prix (Radio & Audio) Radio & Audio: Sectors > Consumer Services / Business to Business (each for the campaigns “Lawyer”, “Ad Agency”, and “Strip Club”)
Gold (Industry Craft) Copywriting > Outdoor
Gold (Media) Excellence in Media Craft > Use of Channel Integration
Silver (Radio & Audio) Innovation in Radio & Audio > Use of Radio or Audio as a Medium
Silver (Outdoor) Culture & Context > Breakthrough on a Budget
Silver (Direct) Channels > Use of Print / Outdoor
Silver (Media) Channels > Use of Audio Platforms (for “Skinny”)
Bronze (Radio & Audio) Culture & Context > Breakthrough on a Budget
Bronze (Direct) Excellence in Direct > Copywriting
“Machinegun Mouth” Client: Battleground Mobile India Agency: DDB Mudra Group
Bronze (Entertainment Lions For Gaming) Branded Content for Gaming > Audio-visual Content
“Play Has No Limits ft. Kenshi Yonezu” Client: PlayStation Agency: Six Inc.
Bronze (Entertainment Lions For Gaming) Branded Content for Gaming > Audio-visual Content
“The Taiwanese World of Warcraft” Client: World of Warcraft Agency: Dentsu Creative Taiwan
Bronze (Entertainment Lions For Gaming) Branded Content for Gaming > Audio-visual Content
“Kaguya by Gucci” Client: Gucci Agency: Dentsu Inc.
Bronze (Film Craft) Production > Use of Original Music
“The Movies That Made (From) Us” Client: Five Star Agency: BBDO Bangkok
Bronze (Social & Influencer) Social Content Marketing > Social Film
Singapore – Global business and employment-focused social media platform LinkedIn has announced a new suite of tools to help its users measure their brand marketing effectiveness on the platform.
One of the tools it has announced included the ‘AI-generated Copy Suggestions’. Said feature uses generative AI to create high-performing intro text and headlines for ad creatives by leveraging data from an advertiser’s LinkedIn Page. LinkedIn is rolling out this feature in a pilot in North America, and plans to increase functionality, languages, and availability in the coming months.
The platform has also announced several tools related to advertising in the platform:
In-stream video ads: To support a full-funnel experience, customers can tap into In-Stream Video ads to scale their campaign reach and connect with professional audiences across LinkedIn’s network of publishers. These ads, which will appear on mobile or desktop apps and sites, will play at the beginning (pre-roll) and middle (mid-roll) of long-form video content on trusted publisher sites across the LinkedIn Audience Network.
Thought Leader Ads: Thought Leader Ads allow brands to sponsor their thought leaders’ posts, helping them authentically communicate through a trusted voice to build brand equity and stay top-of-mind. Early performance indicators show that customers who participated in the Thought Leader Ad beta saw a 1.7x higher clickthrough rate (CTR) and 1.6x higher engagement rate compared to other single-image ads.
Conversation Ads: This allows advertisers to drive higher intent conversations with members in the Focused tab, helping them to increase their reach and maximise budgets with lower frequency caps and cost per click pricing.
Moreover, LinkedIn is introducing the ‘CMO Scorecard’, a new measurement program through its consultancy, B2B Edge. This will help B2B marketers on the platform benchmark their creative impact and media performance against competitors, and demonstrate how current brand advertising investments improve recruiter, marketer and seller efficiency.
It is also introducing the ability for members to organically connect with organisations through ‘Pages Messaging’. This functionality will enable members and pages on LinkedIn to directly communicate with each other about the topics that matter most to them, like products and services, job listings, and other business inquiries.
Lastly, LinkedIn’s ‘Audience Insights API’ will help enable agencies and marketing technology companies to build solutions that help marketers discover and understand their target audiences to create more effective, relevant campaigns.
The platform recently launched a global campaign, which focuses how the industry is built for B2C marketers and why LinkedIn is ‘the place to B2B’.
Manila, Philippines – Integrated media and communications group Havas Ortega, alongside the Philippine Junior Marketing Association, returns with the eleventh edition of its flagship event ‘MADWORLD’ on June 3 to bring new insights amongst its attendees as they learn how to adapt to the industry’s fast-changing innovativeness.
The Philippine Junior Marketing Association (PJMA) is consisted of over 300 member schools and attracts a membership of more than 50,000 marketing and business students around the country.
Through ‘MADWORLD’, Havas Ortega and PJMA have engaged in a year-long partnership which includes mentorship and activities that will help prepare the PJMA MadWorld leaders to launch the event. Moreover, it will also host the ‘MadWorld Bootcamp’, a full-day session with topics centered to support the theme for the year.
Some of the speakers at the upcoming event include Joseph Albert Meñez, country channel partnerships lead at TikTok; Enzo Valdez, managing director of Universal Music Philippines; and Maisie Littaua, head of growth at Canva.
Jos Ortega, CEO of Havas Ortega Group and co-founder of PJMA’s MadWorld, found that making a network of mentors and acquiring industry-specific knowledge to the aspiring marketers helps better prepare them for the professional world. Naturally, he sought to make the process easier. The conference and its activities that lead up to the main event day stem from Ortega’s desire to cultivate his personal advocacy on youth education.
“MadWorld represents our continued dedication and commitment to youth education through mentorship and counsel, as well as nurturing the future talent pool of the marketing industry in the Philippines. We are privileged and honored to have industry rockstars as our resource speakers and supporters of PJMA’s largest annual event,” says Ortega
Singapore – Eagle Eye, a software-as-a-service (SaaS) technology company, has secured a multi-year partnership with FairPrice, the largest retail provider in Singapore. This was done through Eagle Eye’s Untie Nots, the personalised promotions business unit which Eagle Eye acquired in January this year.
Through the contract, Untie Nots is expected to deliver loyalty challenges within FairPrice’s existing Linkpoints loyalty programme. Moreover, it will allow FairPrice to offer its customers highly personalised, gamified promotions at scale and to expand its digital customer base.
The multi-year contract covers FairPrice’s entire digital ecosystem of grocery, convenience, and food courts across Singapore, totalling over 2,000 touchpoints across individual food stalls across more than 70 food courts, supermarkets, pharmacies, and convenience stores. FairPrice customers will be able to benefit from hyper-personalised offers from early third quarter of 2023.
Tim Mason, CEO of Eagle Eye, said, “We are delighted to have facilitated Untie Nots’ entry into the Singapore market, just a few months’ post the acquisition, confirming our view that Untie Nots’ AI-powered challenges solution will resonate with retailers globally. With a growing pipeline, we are focused on unlocking further opportunities alongside the Untie Nots team, supporting retailers in accelerating their digital promotions activities to retain and grow their customer bases.”
Meanwhile, Zyed Jamoussi and Cédric Chéreau, Untie Nots’ Group Managing Directors commented, “We’re excited to celebrate our partnership with Eagle Eye through our contract with FairPrice Group. It evidences the increased recognition of our solutions and the new opportunities available to Untie Nots by leveraging Eagle Eye’s international presence.”
The new contract is testimony to the benefit of Eagle Eye‘s investment into international expansion and the initial marketing activities being carried out with Untie Nots, which are building a promising international sales pipeline.
Kuala Lumpur, Malaysia – Germ protection brand Dettol in Malaysia has launched its latest campaign in celebration of Parents’ Day. The campaign was conceptualised by Dettol’s newly appointed digital agency, Kingdom Digital, and produced by Imagineers Film.
Titled ‘A Parent’s Promise: Keeping Our Children Protected & Loved’, the 3-minute film highlights the journey of new parents as they navigate the challenges and excitement of parenthood. The film features two sets of new and young parents — Reuben Kang and Kelly Kang, as well as Alam Wakaka and Alisya Najwa.
Through fun and relatable questions about their roles at home, such as who’s the stricter parent and who’s the chief hygiene officer, the film showcases the challenges that these new parents face in raising a little one while also highlighting the joy and rewards of parenthood.
Commenting on the campaign, Tiffany Tang, marketing director for health and hygiene of Malaysia, Singapore, and Vietnam of Dettol Malaysia, said, “We’re excited about this latest initiative for Parents’ Day. We believe our consumers who are new parents and going through the same thing will find the stories relatable.”
Tang added, “At Dettol, we understand that things may not always go according to plan in parenthood, so our hygiene solutions are designed to make it easy for them to feel protected, confident, assured, and have the peace of mind to take on whatever the day may bring.”
Edmund Lou, head of strategy of Kingdom Digital, also said, “We understand that new parents often turn to social media and influencers for advice and tips on navigating parenthood. That’s why we based our campaign concept on this human insight, featuring two pairs of young parents who are also content creators to share their experiences via an engaging online film.”
The campaign will be running for one month and the online film is now available to watch on Dettol’s social media channels and the influencers’ Instagram pages.
Mumbai, India –Godrej Interio, one of India’s leading furniture brands for in-home and institutional segments, has launched its new digital campaign to promote its ‘Summer Carnival’.
Conceptualised and executed by SoCheers, an independent creative digital advertising agency, the 20-second film weaves a relatable and engaging narrative. The ad highlights Godrej Interio’s extensive range of furniture available at the sale, from sofas to beds, all at discounted prices.
The film opens with a couple returning home to find children making a mess of things, leaving the mother in a state of panic. However, the film takes an unexpected turn, revealing that the father had asked the children to destroy the furniture so that he could replace it with new ones from Godrej Interio’s Summer Carnival sale.
The campaign film, which went live on 9th May, leverages multiple digital and social media platforms like Facebook, Instagram, and YouTube. While the ad will be showcased primarily in Hindi, it has been further dubbed into Tamil and Telugu, Bengali, Kannada, and Malayalam to cater to regional audiences.
Speaking about the campaign, Dr. Dev Sarkar, senior vice president (B2C), Godrej Interio, said, “With this campaign, our goal was to highlight the extensive range of products available at Godrej Interio’s Summer Carnival, from sofas to beds to many more, all at discounted prices.
Sarkar added, “The 20-second film seamlessly conveys this message while keeping the audience engaged throughout. Through this campaign, our primary objective is to expand our audience base and boost product sales. And, SoCheers’ expertise has successfully helped us in portraying our brand’s identity while keeping the entertainment element intact.”
Jitendra Hirawat, director of SoCheers Films, also said, “Our goal was to create an engaging and unique ad that showcases the furniture collection at the Godrej Interio summer carnival sale. We strategically used humour and storytelling in the 20-second film to capture the audience’s attention and convey the brand’s message effectively.”
He also added that the ‘clever and relatable’ scenario in the film gives the viewers a sneak peek of the products at discounted prices, further enhancing the objective of the campaign.
Australia – Multinational insurance company Insurance Australia Group has announced the appointment of Michelle Klein as its new chief customer and marketing officer, where she will be leading the newly formed customer experience and marketing division.
Klein will be returning to Australia from the United States, after spending almost a decade at Meta where she was most recently vice president, global business and product marketing.
With a career spanning 25 years and five continents, Klein has worked with iconic brands including Diageo, British Airways, Orient Express and Armani. She has also led cross-functional teams to transform brand perception and drive business results to achieve double-digit growth.
At IAG, Klein will be responsible for its marketing and brand portfolio strategy for all brands across IAG’s Direct and Intermediated Insurance divisions, including NRMA Insurance, ROLLiN’, CGU and WFI brands. In the role, she will utilise deep customer and community insights, while leveraging brand strengths, to improve the overall customer experience to better connect with and reach more Australians.
Commenting on her new role, Klein said, “After spending almost a decade of my career focused on building community and bringing people closer together with Meta, I’m looking forward to this next chapter in helping make the world a safer place with IAG.”
“Through its iconic and trusted brands, IAG helps millions of people across Australia protect what matters most, providing invaluable safety and peace of mind. This decade must be transformational – one where we focus on a safer future and IAG’s people have worked tirelessly to provide support to people during crises,” she added.
IAG’s Direct Insurance Australia Group Executive Julie Batch also remarked, “Michelle is renowned internationally for her innovative solutions to redefining the role of brands to deliver business results.”
Batch added, “It is a testament to the strength of IAG and our portfolio of brands to attract someone of Michelle’s calibre to our team. She brings to the role extensive experience in B2B and B2C marketing, customer experience, and product development, which will be invaluable in supporting the delivery of our strategy.”
Australia – Naturally-led UK mouthcare brand Waken has unveiled its new integrated brand campaign with independent digital and creative marketing agency WiredCo.
Extending across creative, media, social, earned media, and influencer marketing, the six-month campaign aims to position the brand as a challenger to disrupt the dental care supermarket aisle.
In a persuasive open letter, the brand turned traditional perceptions of dental products being ‘ugly’ as sin on its head. While also showcasing the aesthetically pleasing looks of Waken’s product, the light-hearted piece of hyperbole aims to create an entertaining launch moment focusing on the brand’s aesthetic qualities, efficacy, and sustainability.
“When you think about the steadfast duopoly in the toothpaste category that hasn’t changed for decades now, there’s no way a new brand can compete if it just talks about efficacy. Our WireTapping research discovered 46% of Australians are so embarrassed by the look of their toothpaste, they hide it!” WiredCo.’s Managing Partner, David Kennedy, explained.
Simon Duffy MBE, founder of Waken Mouthcare, also commented, “WiredCo. Confirmed our suspicions through the research that Australians are sleepwalking down the dental supermarket aisle and buying the same brand every single time (80% of us) without asking why or with any level of meaningful consciousness.”
He added, “Really interestingly, they discovered this ‘automated’ behaviour has much less to do with brand loyalty and everything to do with there being no better-for-you option available.”
Supported by a highly targeted two-channel-only paid digital media strategy, WiredCo. utilised Pinterest and TikTok for the campaign.
“We know TikTok is the number one engagement channel for beauty and health brands, and Pinterest was an obvious choice for driving awareness amongst an audience that is inspired by beauty in all aspects of life,” Kennedy explained.
The campaign also includes an always-on approach to earned media, along with significant native content-driven influencer marketing led by brand partnerships with TV personalities Angie Kent and Cherie Barber.
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