Tag: Marketing

London, United Kingdom – IPG Mediabrands, Interpublic Group’s media and marketing solutions subsidiary, global adtech firm PubMatic, and SeenThis, an adaptive streaming firm, have signed a landmark deal to establish the Climate Action platform (CAM), the industry’s first green advertising platform.

CAM takes advantage of adaptive streaming technologies from SeenThis, PubMatic’s flagship inventory, as well as the technological competence of IPG Mediabrands’ performance agency, KINESSO.

Since 2021, IPG Mediabrands and SeenThis have worked together to achieve better campaign performance, creative outputs, and the possibility of transferring less data when compared to traditional advertising technology, which would minimise carbon emissions. Beginning in Q2 2024, all clients of IPG Mediabrands will have access to the new service. By lowering carbon emissions and utilising the advantages of collaborating with Orion opted-in partners, CAM seeks to advance sustainability.

With the least amount of data waste, SeenThis’ adaptive streaming technology loads creatives promptly in the best quality. The digital carbon footprint of a brand is decreased because data is only transported for the purpose of seeing creative assets. With the new arrangement, all campaigns may make use of SeenThis’s adaptive streaming, which offers a better performance and viewing experience while consuming a lot less bandwidth than traditional advertising technologies. 

Using PubMatic’s premium supply, SeenThis’ video-in-display systems provide reduced data waste and cost-efficiency. SeenThis’ adaptive streaming technology cuts load times, removes file-size constraints, and avoids wasteful data transfer, lowering CO2 emissions while providing performance benefits. Clients of IPG Mediabrands can integrate CAM into their go-to-market investment strategy at no additional expense.

Speaking about the agreement, Martin Bryan, global chief sustainability officer at IPG Mediabrands, said, “Our advertisers strive to deliver campaigns of the highest quality and meet performance goals while simultaneously integrating strategies to minimise carbon emissions. With our Climate Action Marketplace, we can deliver on all fronts. By leveraging SeenThis adaptive streaming technology as a default across our media delivery, we can make an enormous positive impact for our clients and reduce data transfer – thus carbon emissions – in the process.”

Meanwhile, Kyle Dozeman, CRO at PubMatic, stated, “Our partnership with IPG Mediabrands and SeenThis provides brands with a solution that delivers incredible advertising experiences on premium content while also reducing their carbon footprint. It’s exciting to collaborate with other companies that are creating solutions that deliver both performance and sustainability at a global scale as we seek to build a better, more responsible supply chain for digital advertising.” 

Lastly, Susan Kravitz, head of commercial partnerships at SeenThis, said, “IPG Mediabrands is taking a bold step forward to create immediate improvements for their own business and for their clients. With SeenThis’ proprietary adaptive streaming technology, IPG Mediabrands is embracing the next generation of digital advertising with better performance, beautiful viewer experiences and reduced carbon emissions.” 

Denmark – Global toy company The LEGO Group has officially appointed Publicis One as its global media agency. The appointment follows an 18-month pitch, which included incumbent agency Initiative.

Publicis One will commence onboarding from the beginning of July, working with Initiative over a three-month period to ensure a seamless transition and continued strong presence for the LEGO® brand.

The LEGO Group has consistently connected with and inspired fans, families, and kids on the importance of play, launching campaigns as part of the “Rebuild the World” global platform, including “Play Unstoppable” and “Play is Your Superpower.” 

They will continue exploring relevant, and authentic ways to engage its audiences. Its new agency partner, Publicis One, will focus on strengthening these connections within a complex and rapidly evolving media and retail landscape.

Julia Goldin, chief product and marketing officer at The LEGO Group, said, “We were impressed with Publicis One’s depth and breadth of expertise – as well as their aligned cultural values. We look forward to working together to further enhance our ecosystem, leveraging their insights and capabilities to create engaging and meaningful experiences for our audiences. Together, we aim to inspire children and families globally, nurturing creativity and fostering learning through play.”

She added, “We would like to thank the team at Initiative/IPG for a great seven years. They have been with us every step of the way as we significantly grew the business, launched our first global brand campaign, and reached more children than ever before. We are grateful for their support and collaboration.”

Kuala Lumpur, Malaysia – 7DAYS, a croissant brand from Mondelēz International, has launched their latest ‘Double Cream’ flavours in Malaysia, alongside a campaign with advertising agency Naga DDB Tribal which highlights how cultures and preferences mix together.

The collaboration boasts local artists Naim Daniel and Bunga, which includes a catchy tune named ‘Gandingan Tergempak Malaysia’ (Malaysia’s Greatest Mix), accompanied by a visually striking music video.

Within the song, Naim Daniel plays the character of a suave, luxurious crooner to represent the decadent nature of the new Double Cream Chocolate Vanilla flavour; while Bunga plays an edgy, high-energy rapper that represents the fresh, sweet yet tart nature of Double Cream Vanilla Forest Berries flavour.

To get the nation excited and involved, 7DAYS also calls upon Malaysians to try the new flavours and dance to the new song’s signature moves to win weekly exclusive prizes via the #DoubleCreamChallenge, which is available until July 14, 2024.

Grand prize includes signed ‘Gandingan Tergempak’ merchandise set by Naim Daniel and Bunga with meet and greet passes, followed by first place prizes of Gandingan Tergempak 7DAYS varsity jackets, second place prizes of Gandingan Tergempak 7DAYS crossbody bags, and consolation prizes of 7DAYS Double Cream tote bags.

Talking about the campaign, Cindy Yeo, senior manager, marketing of Muchico Bakery Sdn Bhd, said, “Our commitment in fostering joy and togetherness evolves with modern consumer habits, such as the desire for new exciting flavours or participating in new online trends. So we at 7DAYS want you to come and join in the fun and show us your best moves!”

Meanwhile, a Naga DDB Tribal representative also commented, “There’s something powerful about a community coming together to share the love for food and fun. It’s the perfect combination that drives happiness, which is at the heart of what we do as experience makers.”

Singapore – Homegrown financial services company Singlife today launches its latest 360 ‘Dream’ campaign, which emphasises its role in helping Singaporeans achieve financial freedom.

It launches with a brand film, the third starring Mediacorp artiste and Singlife brand ambassador Pierre Png, which builds on the story of its 2023 campaign, ‘The Dream’.

Singlife’s 2024 Dream campaign continues to play on the local expression “Caaaaan!” to encourage consumers to dream big, and plan so they can achieve their goals in life, no matter how big or small.

Kicking off the campaign is a light-hearted film titled ‘The Dream: Eco Home’, following the story of a couple who dream of building an eco-home, reflecting an increasing focus on a sustainable, zero-waste future for all.

Unfazed by their ambitious aspiration, the couple’s financial adviser assures them that their eco-dream can become a reality. Singlife brand ambassador, Pierre Png, makes his appearance as the couple’s helpful ‘dream’ neighbour.

The film campaign will be rolled out over the coming weeks through an integrated, multi- channel communications strategy, encompassing TV, digital, social and out-of-home advertising (OOH).

Complementing the campaign film is an immersive digital portal called ‘The Dream Cube’, which consumers can take part in and envision their own financial freedom dream. The digital and interactive online portal leverages generative Al to give consumers a glimpse of their own financial freedom dream.

Talking about the campaign, Debra Soon, head of brand, communications, marketing and experience at Singlife, said, “We want to empower Singaporeans and partner them on their journey to achieve financial freedom. By showing them their dream, we hope it will inspire them and remind them that with proper planning, the dream can become a reality. Singlife is here to be the partner of choice for achieving their goals, no matter how big or small.”

Manila, Philippines – Commercial banking company UnionBank has announced the appointment of Ana Aboitiz Delgado as its new president and CEO, effective on January 1, 2025.

Prior to assuming this role, Delgado is widely credited for leading UnionBank’s digital retail banking innovations such as the digital bank branch model and UnionBank Online.

She will be taking on leadership of UnionBank of the Philippines from Edwin Bautista, current president and CEO, whose 27-year career saw UnionBank go from becoming the front running digitised bank in the country to setting it on a path to become a retail bank leader.

Delgado joined UnionBank as a management trainee in November 2003. Over the course of her career, she led the business development of SME Banking and Retail Consumer Finance, which included credit cards and loans.

She was likewise tasked to lead the design of the customer experience across the Bank’s physical and digital touchpoints that will differentiate UnionBank from other traditional banks.

Delgado also expanded her role to head the bank’s Institutional Banking business on top of heading customer experience and digital channels and serving as a director of the UnionBank board and as chairman of the CitySavings Bank board.

Talking about the appointment, Erramon Aboitiz, chairman of the UnionBank Board of Directors, said, “We are looking forward to taking UnionBank to greater heights with Ana at the helm. Her experience and expertise will allow her to lead the Bank’s continued digital transformation which was started by Edwin and has put UnionBank on an accelerated road towards its aspiration to be a great retail bank.”

Kuala Lumpur, Malaysia – Global skincare brand SK-II celebrates a reimagined retail experience by paying homage to its heritage in the brand’s first-of-its-kind concept store in Kuala Lumpur, Malaysia.

Through this store, SK-II’s retail experience is reimagined for guests to immerse in the miracle world of ‘PITERA’, SK-II’s prized component, as they uncover the stories behind the house of SK-II – from the fabled origin story of SK-II to the decades of craftsmanship, skin science discoveries and skincare innovations.

SK-II’s concept store tells the story of SK-II’s origin, which started in the 1970s when a team of scientists began a fervent quest to uncover a revolutionary ingredient that would make beautiful skin a reality.

Every detail in the concept store has gone through meticulous deliberation to bring to life the different facets of the world of PITERA. Each element in the store is carefully crafted from naturally inspired materials and artfully designed to tell the intricate stories of SK-II’s heritage and the miracles of PITERA that continue to unfold today.

Inspired by the spirit of ‘omotenashi’, or ‘wholehearted hospitality’, SK-II is also elevating the skincare counselling experience to a ceremonial level. For the first time ever, consumers can luxuriate in the SK-II Skin Ceremony with skin experts that reflect the unparalleled SK-II omotenashi-inspired service that delivers memorable and meaningful moments for every guest.

Furthermore, the store’s grand opening on June 22 was joined by some of Southeast Asia’s biggest names in beauty, featuring an exclusive appearance from SK-II’s global celebrity ambassador MINA of global girl group TWICE.

Talking about the opening, Sue Kyung Lee, president, P&G Global Skin & Personal Care, said, “This first-ever SK-II concept store in Kuala Lumpur, Malaysia, marks a momentous milestone for the house of SK-II. Consumers are at the heart of all we do at SK-II, and this is a testament to our commitment to elevating skincare experiences for her and transform.”

“More than a retail store, we want to provide a sanctuary for her to switch off from the world and immerse in the miracle world of PITERA. This is the beginning of a new era to elevate the SK-II shopping experience, and we look forward to sharing it with the rest of the world,” she added.

Singapore – The Singaporean Thomson-East Coast Line (TEL) has reached its fourth stage, marking a pivotal moment for TEL’s role as a ‘National Gateway’ and aiming to set a new standard in the transit advertising landscape.

To contribute to the success of the opening, Etiqa Insurance Singapore added a station dominance concept to give a distinct feel to the station, with an interactive game by adtech company Asiaray to engage commuters.

Etiqa’s concept addition all throughout the station
Asiaray’s digital game integration

For Etiqa’s station dominance concept, the insurance provider collaborated with their media agency, Hearts & Science Singapore as part of their latest brand campaign, ‘With You for the Ride.’

The concept includes extensive designs on the glass lift panels, stair risers featuring floor stickers, and 76 panels of platform screen doors. This thoughtful approach ensures that Etiqa Insurance Singapore’s presence supports commuters at every step, enriching their journey with meaningful engagement.

At the concourse level, Etiqa Insurance Singapore worked closely with Asiaray’s ad tech team in Hong Kong to develop an interactive game on an expansive 86-inch digital screen. Commuters can participate by scanning a QR code with their mobile phones, immersing themselves in dynamic digital quests and opportunities to win exciting prizes.

Talking about this integration, Shirley Tan, chief marketing officer at Etiqa Insurance Singapore, highlights, “The ‘With You for the Ride’ campaign showcases Etiqa Insurance Singapore’s dedication to humanising insurance and making it relatable to the aspirations and dreams of Singaporeans. Our ongoing campaign at Marine Parade station invites all Singaporeans to embark on life’s journey together with Etiqa Insurance Singapore as your trusted partner, transforming life’s uncertainties into enriching experiences.”

Meanwhile, Vincent Lam, chairman and executive director at Asiaray Media Group Limited, commented, “We are thrilled to partner with Etiqa Insurance Singapore. Their involvement in the launch of Stage 4 of the TEL underscores the strategic effectiveness of our advertising solutions. Our joint efforts not only enhance brand visibility but also create a lasting connection with the commuting community.”

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.

Seoul, South Korea – LG Electronics has launched a global social media challenge to amplify its brand promise of ‘Life’s Good’ by encouraging customers worldwide to create and share moments of everyday optimism on their social media feeds.

Running across TikTok and Instagram, the challenge encourages participants to foster a more positive environment on their social media feeds by posting optimistic moments and selfies featuring the “finger heart” gesture – a popular symbol among K-pop idols created by forming a mini heart with the index finger and thumb – using the hashtags #Lifesgood and #Optimismyourfeed.

The social media challenge is part of LG’s ‘Optimism your feed’ campaign and follows the launch last month of LG’s Optimism your feed playlist – a collection of original content that, when interacted with, will pull more optimistic content into your feed.

Created in collaboration with global influencers known for their positive impact, the playlist offers users the opportunity to experience more uplifting and encouraging posts. Within just three weeks of its release on TikTok, YouTube, and other social media platforms, the playlist has garnered over 1.2 billion views. It has resonated with viewers worldwide, prompting comments about their eagerness to participate and positively influence their algorithms.

Spreading the campaign’s message of optimism to employees as well as the outside world, LG has also launched an offline campaign event called ‘Optimism your day,’ which will run till early July. Continuing from last year, a truck adorned with the company’s ‘Life’s Good’ brand slogan is scheduled to tour Korea whilst featuring a large LED display playing the campaign videos and showcasing positivity slogans shared by LG employees worldwide.

Talking about the campaign, Kim Hyo-eun, vice president and head of the brand management division at LG, said, “LG is committed to delivering on its promise of ‘Life’s Good. This social media challenge aims to uncover and share what ‘Life’s Good’ means to our customers. We believe there is real power in approaching life with an optimistic attitude, and our Optimism your feed campaign’s social media challenge is all about embracing the opportunity to inspire more positive activities in the virtual and real world.”

Meanwhile, Willam Cho, CEO of LG, commented,  “We are all brand ambassadors of LG. If each of us starts brightening our surroundings one step at a time, I believe LG will one day become a company that truly radiates positivity, helping to create better lives and a better world.”

Singapore – Southeast Asian online used car platform Carro has tapped into HSBC’s recently launched US$1 billion ASEAN Growth Fund, being the first of the bank’s clients to do so.

Going into detail, Carro signed a US$75m multi-currency loan to fund the growth of its fintech arm, Genie Financial Services.

This signifies Carro’s efforts to strengthen its presence within the fintech space, with its Genie Financial Services also receiving funding from DRB-HICOM to unlock valuable cross-selling opportunities for DRB-HICOM within Carro’s used car platform myTukar’s dealer network, comprising over 2,600 dealers nationwide.

Talking about the initiative, Aaron Tan, co-founder and CEO of Carro, said, “HSBC has been a very supportive partner and one of very few banks who recognise the need to support regional start-ups like us to achieve sustainable profitable growth.”

“Our fintech business, leveraging proprietary data-driven lending, has been growing prudently with a loan book exceeding US$500 million and NPL below 0.5%. Securing this landmark financing from HSBC is a huge validation of our digital ecosystem-led business model. This enables us to serve the underserved consumer segment even better,” he added.

Meanwhile, Amanda Murphy, head of commercial banking, South and Southeast Asia, HSBC, commented, “HSBC has a proud history and strong heritage in ASEAN of supporting entrepreneurs and scaling up businesses. We are delighted to arrange a multi-currency loan facility for Carro, through our unique US$1 billion ASEAN Growth Fund, as they grow their operations.”