Tag: Marketing

Indonesia – M&C Saatchi Performance, a global performance marketing agency, has announced the promotion of Nachiket Desai to the position of country director for Indonesia. Desai will continue to report to Roshat Adnani in his new role as country director Indonesia.

As the country director for Indonesia, He will focus on driving company expansion and improving profitability. Among his duties are the creation of services tailored to the Indonesian market, with a focus on direct-to-consumer (D2C) businesses, digital transformations, and retail commerce.

After more than six years with the firm, Desai started his career in Mumbai and afterwards moved to Indonesia. He is credited for leading the charge to open the Jakarta office in 2019.

The Indonesia team at M&C Saatchi Performance has grown under Desai’s direction, growing to include more than 70 marketers and contributing to the agency’s overall success. His strategic insight and dedication to quality have not only increased income but also expanded the customer base, allowing to create a firm presence in the Indonesian market.

Speaking about the appointment, Roshat Adnani, managing partner APAC at M&C Saatchi Performance, expressed, “I am delighted to announce Nachiket’s promotion to Country Director Indonesia, a journey that began when he joined as our first hire in 2019 for the Jakarta office. From Sr. Account Manager to a key leader in our 70+ member team, Nachiket has played a pivotal role in not only growing our business but has also been instrumental in shaping a collaborative and innovative work culture. 

He added, “As we expand in the market, we trust Nachiket to take our business to newer heights while making Jakarta a centre of excellence in the region.”

Meanwhile, talking about his appointment, Desai said, “I’ve witnessed in first-person the huge growth that our business has experienced in Indonesia since we first launched. When we opened in 2019, there was only a few of us and today we’re over 70 in the team. The country’s growing economy and fast talent development in the digital industry present us with a dynamic landscape to make a meaningful impact for brands investing in digital media.” 

“Stepping into this role, I’m enthusiastic about the opportunities that lie ahead. Driving our clients’ growth will remain our priority while we leverage the latest performance marketing technologies to innovate. In the long-term, we hope to make our business in Jakarta a centre of excellence for the whole APAC region,” Desai added. 

Manila, Philippines – DDB Philippines, a full-service marketing communications and services network in the country, has officially announced the appointments of Sarah De Joya and Kelvin Co as the agency’s new executive creative directors.

This appointment comes after the launch of its latest advertising campaign, ‘The Power to Move, an initiative that seeks to leverage the power of emotional storytelling, innovative ideas, and cutting-edge technology in developing brand campaigns.

Equipped with her forward-thinking approach to the Asian creative landscape, Sarah’s competence in producing business-impacting solutions in the industry will be a great asset to the agency. In particular, the recent campaign entitled “The Power to Move” aligns with her expertise in the ethos field.

Speaking about her appointment, Sarah shared, “My vision at DDB Philippines is to craft stories that resonate on a deeper emotional level, moving beyond traditional advertising to create experiences that genuinely touch lives and drive action.”

Kelvin, on the other hand, has a track record of award-winning campaigns and the ability to engage audiences in meaningful ways. His expertise in blending art with technology is instrumental in bringing this new project to existence.

“I believe in the synergy of creativity and technology to create campaigns that are not just visually stunning but also emotionally compelling and socially impactful,” said Co.

Anna Chua-Norbert, managing director at DDB Philippines, commented on this new era ushered in by these appointments, stating, “With Sarah and Kelvin at the helm, ‘The Power to Move’ becomes more than a proposition—it’s our commitment to our clients and the industry. We are set to create work that doesn’t just stand out but stands for something, driving real-world impact.”

Under their leadership, De Joya and Co are poised to revolutionise brand engagement and inspiration, advancing the agency’s vision to create campaigns that go beyond capturing the interest of their audiences—one that resonates with and moves them on an intimate level.

Indonesia – Digital Classifieds Group (DCG) has appointed Salvatore Britti as chief marketing officer, while Mohammad Rafatnejad has been named chief operating officer. 

Following the acquisition of the real estate marketplace Lamudi in Indonesia and the Philippines, as well as BProperty.com from Dubizzle Group (previously EMPG), DCG, based in Australia, has begun a leadership turnover.

Following Britti, who moved to his new capacity after nearly three years of managing DCG’s technology, R&D, and marketing projects, Rafatnejad took up the role following him in the succession.

Rafatnejad was previously the chief commercial officer at the listings marketplace Kaidee.com, which was acquired by the car marketplace Carro from EMPG at the time.

Rafatnejad also worked as a senior growth director at the Turkish real estate site Emlakjet.com. He graduated with honours from Allameh Tabataba’i University with a master’s degree in marketing management and Sharif University of Technology with a bachelor’s degree in materials engineering.

Britti has worked for DCG for more than nine years, where he focuses on marketing and product development.

He received a bachelor’s degree from John Cabot University with a major in marketing and a minor in communication after studying marketing at the University of Miami with a communication minor. 

New York, USA – Global financial services company Mastercard has recently opened applications for their new program, the ‘Mastercard Gamer Academy’, a first-of-its-kind development program from Mastercard that will provide 10 gamers the connections, mentorship and skill sets needed to pursue their passion for esports as a career, all while fostering a more inclusive gaming ecosystem.

The program is set to kick off in early 2024, offering participants the opportunity to have all-expense paid trips to major esports events, access to seasoned esports professionals from G2’s roster, in-person and digital sessions with mentors that also feature workshops, and a comprehensive educational curriculum covering brand engagement, marketing, content creation, event execution and more.

Curriculum highlights will be captured in a series of episodes for fans to enjoy and learn more about the various opportunities in gaming and esports. Mastercard cardholders will get early viewing access on Mastercard’s Priceless website.

This initiative from Mastercard is one in a series of continued efforts within the gaming industry, becoming the first global partner of the world’s largest esport, League of Legends, in 2018. Earlier this year, the brand also extended its esports sponsorship to include Valorant Champions Tour  and VCT Game Changers.

Anyone that is 21 or above is welcome to apply in the program and interested applicants are required to submit their entry before December 17, 2023 on the Mastercard Gamer Academy website and complete an online form and video that showcases their passion for gaming and esports.

Taking about the initiative, Raja Rajamannar, chief marketing and communications officer at Mastercard, said, “As a global sponsor of some of the biggest, fastest-growing esports, we’ve seen firsthand the incredible passion gaming evokes among players and fans alike. With the Mastercard Gamer Academy, we celebrate the incredible growth of esports, and we are proud to invest in gaming’s dynamic and diverse future.”

Meanwhile, Romain Bigeard, general manager of League of Legends at G2 Esports, commented, “Our strength in esports is our community, and how we stand together for the love of the game. The Mastercard Gamer Academy is an extension of this community, bringing people together for a program unlike any other.”

“The Academy is designed to cover all areas of esports to highlight different career paths in the industry. We want to give the participants, as well as people watching at home, the opportunity to gain experience and learn from some of the most talented and well-respected people in the industry. Our goal is to create a clearer pathway to a career in esports, to inspire and motivate people looking to launch their career,” he added. 

Australia – The soft drink brand Schweppes by Asahi Beverages is introducing a new generation of Schweppervescence with the launch of a new brand platform, with the collaboration of Clemenger BBDO. 

The positioning of ‘A Sip for your Senses’ and the first campaign are inspired by the various bubbles that awaken the senses before the first sip when you open a bottle of Schweppes. 

The above-the-line campaign will also introduce Australia to Schweppes’ new brand visual identity, which will be implemented across all product lines in November 2023.

The campaign presenting the new brand platform began on November 11th and is set to run until 2024 across TV, VOD, OOH, Spotify, and in-store.

Speaking about the campaign, Lauren Fildes, general manager of marketing, Asahi Lifestyle Beverages, said, “Schweppes is all about awakening the senses. And we want that feeling to come to life in everything we do – even our communications. So, we set out to create a campaign that’s as much of a sensory experience as our product. Each touch point within this campaign, from the film to the audio ads to the street posters, is designed to make you imagine a place where your senses are instantly ignited.

She added, “We want people to feel the iconic Schweppervescence feeling the moment they see or hear the work.” 

Meanwhile, Clemenger BBDO Group creative director Ant Phillips, said, “Jacob Schweppe was a pioneer in carbonation, bringing fizzy magic to the everyday experience of drinking water. In launching the ‘A Sip for your Senses’ platform, we wanted to celebrate this magic by showing that each and every bubble within a bottle of Schweppes contains its own sensory world of wonder.” 

Mumbai, India – Aiming to inspire riders who seek thrill and adventure, Motul, a global brand in fully synthetic premium engine oils for a wide range of automobiles, has recently announced the official launch of its latest advertising campaign on November 22.

Dubbed ‘Next Level Thrill’, the campaign is centred around the celebration of pleasure in riding as well as the engines that power their machines. 

With the company’s premium engine oil for two-wheelers at the forefront, said project also extends to recognising the diverse community of riders and their thrilling experiences. This encompasses all kinds, from high-speed racing to cruising to off-roading and more.

Interestingly, the campaign also brings together some of the difficulties that riders encounter as a result of their riding experience and the passion that motivates them.

Preetam Goswami, director-marketing and business development at Motul India & South Asia, expressed his enthusiasm for the campaign, stating, “At Motul, more than anyone else, we understand that riders are diverse and unique, each seeking their own kind of thrill. ‘Next Level Thrill’ is the connecting link between the unwavering passion for riding and the expertise of Motul engine oil in powering their bikes.”

“Motul India holds great significance in the riding community due to its technological expertise and commitment to premium quality assurance. The 170+ years of global Motul legacy and innovation—for example, the first use of Ester Technology in engine oil gives us an edge and favorability, especially for two-wheelers,” he continued.

Meanwhile, Nagendra Pai, CEO at Motul India and South Asia, also said, “Our vision is to establish Motul India as the preferred brand in the aftermarket lubricant business in India. We recognise the immense potential and untapped opportunities present in Tier 2 and Tier 3 markets for premium products, and increasing our presence and accessibility in these markets remains a key priority for us.

“With this campaign, we aim to leverage our brand equity to drive growth and also create a unique and premium position as a high-performance lubricant brand,” added Pai.

As the creative agency responsible for conceptualising the campaign, Anurag Tandon, SVP and Managing Partner at Wunderman Thompson, said, “We are delighted to partner with Motul in India.”

“The brand is rooted in performance, and with the Indian automobile market evolving rapidly from a commuter-only mindset, a brand like Motul has a tremendous opportunity to become the preferred lubricant brand in India. With this campaign, we intend to strike the right notes with the diverse motorcycle audience who have one common passion, the thrill of riding,” she ended.

India – Indian content distribution platform Tata Play has just recently dropped its latest digital campaign to celebrate World Television Day, giving homage to the enduring role of television in bringing joy and connection to families across generations.

Conceptualised and developed by Chimp&Z Inc, Tata Play’s campaign embraces the nuances of old vs new televisions, while ensuring that Tata Play’s connection keeps entertainment a constant fixture in people’s lives.

The campaign features an old TV set that is being replaced by a new TV set, wherein the old TV mirrors the experience of a family member that has to say goodbye after being a part of it after a long time. 

On the other hand, the new and more advanced TV expresses excitement and promises fun with it as part of the family, with the dialogue between the two showcasing the good things that they can offer such as news and plenty of entertainment. 

Surprisingly, the film ends with a twist wherein both TV sets would still be in the same home as the old TV will simply be moved to another location, and both TVs will be connected with use of Tata Play. 

Australia – Coopers, a locally owned and operated big-beer brand in Australia, has recently announced its latest multi-touchpoint campaign, celebrating its position in the local brewing industry of the country.

Titled “Local, Everywhere,” this initiative alongside advertising agency, Special Australia, intends to promote the brand as one of Australia’s original beers, raised by the locals. At the same time, it recognises the community that raised the nation’s favourite beer by putting the locals at the forefront of the campaign. 

Following this venture, Coopers has also embraced an Australian tradition coined ‘Big Ale ‘, a symbolic gesture showcasing Cooper’s genuine ‘local everywhere’ ethos. This comes after a series of bar events sponsored by the corporation to highlight their extensive local presence across the country.

As the launch of Big Ales celebrates the essence of locality, the project also acknowledges the individual nuances of hundreds of cities, towns, and suburbs around Australia with hyperlocalized ‘As Local As’ OOH messaging, giving a shout out to what makes each location unique.

Ryan Fitzgerald, executive creative director, said, “In Local Everywhere, we have a platform that lets us celebrate the genuine connection that Coopers has established with drinkers right around the country off the back of 162 years of brewing exceptional beers. The Big Ales is our playful way of thanking Coopers drinkers everywhere leaning into something quintessentially Australian at a scale like never before.” 

Said initiative also includes an AR experience that will be supported by online video, with 30-second piece championing Coopers’ regional customers. The film, shot in Miles QLD, involves real community members and centres around The Windsor Hotel, currently under the helm of Jaimee Neilsen.

Speaking about Miles’ involvement in the piece, Jaimee Neilsen said, “Coopers have been part of our community for years now. For us, Coopers has been more than a brand; we feel like a real extension of the family, and welcoming cameras up in Miles and featuring them so prominently as part of the brand’s campaign really shows their commitment to regional drinking spots just like us.” 

Since its inception in 1862, Coopers has long been loyal to beer-making practices as well as their local towns in the country, ranging from Geelong to Glebe, Cottesloe to Cairns, and every town in between.

Singapore – Global retail company Muji has recently reopened its Singapore flagship store, MUJI Plaza Singapura, which also comes back as the current largest global flagship store for MUJI in the SEA region.

Spanning 38,400 square feet, the expansive store will feature MUJI’s increased product range across various concepts, scales, and varieties, including the Singapore-first MUJI Renovation.

Comprising over 15 departments and more than 3,000 products, MUJI Plaza Singapura’s new services and ranges include ‘Everyday Good Price’, which are daily essentials priced under $10, and maternity wear. Existing MUJI concepts will also be broadened to show a more complete range.

Specifically, the new flagship store includes clothes and fashion items, health and beauty items, travel goods, stationery, kitchen tools, a food section, a cafe, home related items and appliances, a renovation showcase, a community market with local goods, a bicycle section, refresh zones to relax, and the Everyday Good Price section. 

Speaking about the reopened store, Katsushi Onishi, managing director of MUJI Singapore, said, “We deeply appreciate the opportunity to expand and present our increased product range in our revitalised flagship store, situated in the heart of the city.”

“We are eager to introduce MUJI’s new product line and services to Singapore through the new MUJI Plaza Singapura, and hope to extend these offerings to our other stores in the future,” he added. 

Melbourne, Australia – With the recent cases of economic downturn, a state of account-based marketing report from advertising agency xGrowth demonstrated how market leaders across the APAC region bring modern B2B marketing approaches into service, leveraging account-based marketing.

Key insights from the survey indicated that the evolving landscape of B2B and its increasing mainstream adoption have resulted in significant market and technological shifts. At the same time, this also offered essential information and effective strategies to adopt in relation to ABM.

In particular, it was noted that 65% of marketing leaders observed that ABM remained a top priority for their marketing spend regardless of the difficult economic circumstances.

 72% of them, on the other hand, plan to either increase or maintain their current ABM spending. The majority (55%) also said that generative AI is either currently impacting their marketing decisions or will influence them in the future.

Following this report, Shahin Hoda, Managing Director at xGrowth, commented, “The State of ABM in APAC’ report provides crucial understanding and actionable strategies for ABM practitioners. With the economic downturn emphasising the need for targeted and cost-effective marketing approaches, ABM stands out as a vital tool for marketers.”

Although there was some uncertainty about its exact implications, marketing executives are generally positive about the top two net potential impacts of generative AI.

“The advance of generative AI technology opens new avenues for ABM, enhancing its effectiveness and allowing marketers to leverage emerging technologies. This is pivotal as the interaction between humans and machines continues to evolve, offering exciting prospects for the future of marketing,” he concluded.

The said report was derived from the collated insights of top B2B decision-makers at companies such as ServiceNow, Boomi, Google, and Warner Bros. Discovery and SAP.