Tag: Marketing

Seoul, South Korea – Multinational electronic company LG Electronics (LG) has launched its latest motivational brand film that highlights the importance of optimism to communicate the true meaning of the brand’s ‘Life’s Good’ message. 

Crafted in collaboration with the creative team at TBWA\Chiat\Day New York and headed by EmmyAward-winning director Nicolai Fuglsig, the 90-second film powerfully illustrates what can happen when one elects to walk the path of optimism.

The new brand film features a middle-aged man struggling to ride a longboard down a suburban street. However, as the film progresses, he becomes more determined and begins to slide gracefully over the asphalt with a smile on his face. 

Upon choosing optimism in his personal journey, the man was able to overcome obstacles and accomplish something no one believed he would be capable of. The heartwarming story is a reminder that there’s an optimist inside everyone; it’s merely a matter of deciding to embrace it.

The new brand film is part of the brand’s ongoing global ‘Life’s Good’ campaign, which aims to inspire people to face challenges with an optimistic attitude during difficult times. It also highlights the enduring nature of LG’s brand philosophy and values, which the company has consistently upheld throughout its entire history.

The campaign has also graced some of the most iconic landmarks in various cities around the world, including Dubai, London, New York, and Seoul.

LG is transforming its businesses and the way it communicates its brand with customers and stakeholders through brand reinvention. With this, the company ensures the values and philosophy of ‘Life’s Good’ are delivered at every touchpoint across the customer experience.

Jeongseok Lee, senior vice president and head at LG’s Global Marketing Center,  shared, “Life’s Good represents our unwavering commitment to making people’s lives better through innovation. In line with our future vision to become a smart life solution company, we will communicate with various customers at every touchpoint in a more dynamic and youthful way.”

Speaking on the campaign, Kim Hyo-eun, vice president at LG’s Global Marketing Center, also said, “With our global campaign, we aim to convey our message of Life’s Good, inspiring and encouraging customers to take life with an optimistic attitude. We hope that our brand film can uplift customers and create meaningful influence on their lives.”

Meanwhile, Director Nicholai Fuglsig said, “LG came to me with the idea of sharing the meaning of its Life’s Good philosophy through the lens of choosing optimism, and I was immediately drawn to the project.” 

“I love the story of an unexpected hero venturing out of his comfort zone and using optimism to overcome challenges. Personally, I feel it’s a powerful reminder not to get bogged down by negativity and to live life to the fullest,” he added. 

Kuala Lumpur, Malaysia – The Securities Commission Malaysia (SC) and SME Corporation Malaysia (SME Corp) have partnered up, signing a Memorandum of Understanding (MoU) to create about 200 capital market ready micro, small and medium enterprises (MSMEs) by 2026.

The three-year MoU paves the way for mutual cooperation in building a strong pipeline of capital market-ready MSMEs, which also includes enhancing their sustainability and corporate governance awareness and readiness.

Under the MoU, both the SC and SME Corp. Malaysia also agreed to embark on several joint developmental initiatives to strengthen market insights and data analytics on MSME access to the capital market, as well as expanding the capital market funding pool for MSMEs.

The MoU also looks to strengthen the familiarity of 300 MSMEs with sustainability disclosures and corporate governance best practices.

Commenting on the MoU, SC chairman Datuk Seri Dr. Awang Adek Hussin said, “This MoU aligns with our vision to foster a vibrant and resilient capital market that serves not only large corporations, but also the smaller enterprises. MSMEs are an integral part of the economy, contributing about 38% of Malaysia’s GDP and 48 per cent of total employment in 2022.”

Meanwhile, Rizal Nainy, chief executive officer of SME Corp. Malaysia, mentioned, “Both SME Corp. Malaysia and the SC are committed to ensure that the capital market is competitive and vibrant, while remaining accessible to MSMEs in Malaysia”.

“Hence, this collaboration paves the way towards capital market vibrancy and competitiveness. As the Central Coordinating Agency for MSME development, SME Corp. Malaysia is also committed to playing a key role in spearheading the sustainability agenda for MSMEs,” he added.

Canberra, Australia – Icon Agency has announced three senior appointments, with Dr. Jason Guo as the new chief technology officer, Andrew Mackay as executive director of digital, and Isaac Townsend as lead developer, to strengthen its presence and bolster its digital capabilities in Australia.

The key appointments come as the agency continues its mission to remain at the forefront of the web and service design spaces, meeting the needs of government and enterprise clients alike.

In his new role as chief technology officer, Guo will oversee the expansion of the agency’s technology stack and systems. He is a 20-year veteran in information technology with extensive experience in the public sector. 

Guo’s experience and unique insight into digital transformation processes ensure he is well-positioned to guide the technological journey of the agency.

Meanwhile, in his new appointment as executive director of digital, Mackay’s remit includes guiding and growing Icon’s burgeoning digital team to meet the growing needs of the agency’s rapidly growing client roster.

He brings with him a track record of digital success with his work at CRE8IVE, ACT Government, and Adelphi Digital. 

And to further complete the technical line-up, the agency brought in Townsend as its new lead developer. In his new role, he will drive software and platform development for Icon Agency, fortifying its competitive edge.

His wealth of experience and expertise from holding previous senior positions at the Department of Agriculture, Fisheries, and Forestry, EY, and Adelphi Digital makes him an instrumental part of the roster of strategic appointments.

Christopher Dodds, co-founder and managing director of growth and innovation at Icon, said, “Our vision has always been to push boundaries and deliver top-tier digital solutions for our clients. With the collective expertise of Dr. Guo, Andrew, and Isaac, we are now poised to expand our digital offerings into the DXP space and further develop our integrated digital communications and service design offering.”

Sydney, Australia – Over the past 90 days, more than 800 influencers have taken to Instagram to share where they stand when it comes to the Australian Indigenous Voice referendum, according to AI analytics platform HypeAuditor, who has been analysing how influencers and brands take a stance on social media about the event. 

The past three months have seen 1,773 posts on Instagram about the referendum, shared by a total of 805 influencers, reaching over 4.5 million people. 87.5% of the Instagram posts supported the referendum and only 2.5% were against it. 

Additionally, the report states that 73% of the influencers posting about where they stand when it comes to the Voice to Parliament are nano influencers, with a follower count between 1,000 and 10,000. Common hashtags for posts regarding the referendum are also in favour of it, with the most common being #yes23 in 1,376 posts and #voteyes in 726 posts. 

Alex Frolov, CEO and co-founder of HypeAuditor, said, “The Australian Indigenous Voice referendum will be such a critical point in the country’s history that it is not surprising to see the level of interest it has garnered over social media. While many influencers, brands and organisations might have deliberately chosen to remain silent in this discussion at the beginning, we can clearly see a turning point on social media as voting day approaches and tensions mount.”

“As influencer marketing continues to be a key component of many marketing campaigns across the country, the Voice will no doubt become a criteria brands and marketers will consider when selecting the influencers they want to align themselves with. There is this urge to use their platform to stand up for what they believe in and do what they believe is the right thing, but on the other hand they also run the risk of potentially significantly reducing their future partnership opportunities with brands,” he added.

Philippines – The Philippines-based Asia United Bank (AUB), a publicly traded universal bank, is stepping up its efforts to help more local merchants accept cross-border digital payments from Malaysia, South Korea, and Hong Kong SAR. It does this by utilising AUB PayMate and Alipay+.

Tourists can now use their home country’s e-wallets to pay for a variety of purchases connected to tourism, retail, food and beverage (F&B), entertainment, and attractions within the Philippines as the market grows. This includes Alipay (Chinese mainland), Kakao Pay (South Korea), Touch ‘n Go eWallet (Malaysia), and AlipayHK (Hong Kong SAR), in addition to Alipay (Chinese mainland), which Filipino retailers have been accepting since 2017.

At the moment, AUB PayMate has made it possible for more than 5,000 businesses in Manila and Cebu, two travel destinations in the Philippines, to accept Alipay+. As AUB’s all-inclusive digital payment acceptance solution, AUB PayMate enables merchants of all kinds to accept digital payments from their customers, including local and international e-wallets, bank transfers, and card payments.

SSP Mactan, a company that manages restaurants and bars at tourist hotspots around the world, is one of the first organizations in the Philippines to accept Alipay+. One of the busiest travel hubs in the nation, Mactan-Cebu International Airport (MCIA), has adopted it in all of its businesses there. Visitors arriving at MCIA from mid-September to mid-November will be greeted warmly by AUB, SSP Mactan Cebu, and Alipay+, providing them with a more convenient payment experience and special deals at Alipay+-enabled vendors inside the airport.

Mags V. Surtida, senior vice president and cards & acquiring group head of AUB, said, “We see a resurgence of inbound personal travels this year so our partnership with Alipay+, the first in the Philippine banking industry, will give a much-needed boost to merchants serving the tourism sector. Expect more foreign wallets to be added under this unified QR code.”

Meanwhile, Dr. Cherry Huang, general manager of Alipay+ offline merchant services at Ant Group, said, “We are strengthening our partnership with AUB, our pioneering bank partner in the Philippines, to enhance the travel experience for tourists as they return to visit. Digital payments have become more important than ever, particularly for international visitors who have become so used to using their e-wallets and bank apps for day-to-day purchases.”

She added, “Through our local partners, we aim to help more businesses integrate Alipay+, creating a positive digital ecosystem, driving more opportunities for partners, and merchants, while making it more convenient and seamless for travellers.”

Singapore – A staggering 98% of B2B marketers in Southeast Asia are already utilising influencer marketing, yet 60% are still not experiencing improved lead generation from B2B marketing activity, a new Ogilvy study shows. 

The research shows that B2B influence is among the fastest-growing marketing priorities in SEA.

In an interview with 550 chief marketing officers (CMOs) across 11 markets, including Singapore, Malaysia, Vietnam, and the Philippines, from brands including LinkedIn, Dell, EY, IBM, and Samsung, it was shown that 75% of B2B marketers are now utilising B2B influencer marketing. Additionally, 93% of those are already planning to increase influencer activity.

Furthermore, the survey, which polled marketing leaders from across Asia, Europe, Africa, the Middle East, and the USA, showed that C-suite leaders are already recognising the potential of B2B influence activity in building a credible brand and supporting lead generation.

Half of 49% believe influencers can help their brands be more credible and trusted, while 40% experienced improved leads or sales because of influencer marketing strategies.

In Asia specifically, industry adoption is soaring, with almost 94% of businesses in the region already integrating B2B influencer marketing into their strategies, and among them, 77% have expressed their intention to further increase their investments in this area. With this number, it is expected that those who haven’t formulated a B2B influencer marketing strategy may find themselves falling behind their competitors.

When it comes to influence effectiveness, 66% of businesses found that B2B influencers deliver more significant impact when compared to traditional brand-only marketing approaches. Further adding to this, almost all of the industry executives in Asia consider B2B influencers on social media as vital tools for staying updated and engaging with their respective industries (98%). This surpasses the global average of 90%.

Meanwhile, the study also showed that more than half of industry executives in Asia incorporate insights gleaned from B2B influencers into their presentations. Similarly, over 50% of these executives actively share relevant content with their network.

However, despite these impressive numbers and high usage, the survey also showed a worrying percentage of B2B influencer marketing potential that is still not realised or utilised properly.

The findings of the survey suggested that no teams are utilising after-sales influence to its full potential, despite 47% agreeing there is an opportunity for B2B influencers to have the biggest impact during after-sales when executed correctly. With 60% not yet experiencing improved lead generation from B2B marketing activity, there is also a large opportunity to immediately realise more value from influencer marketing.

In addition, the global research pointed out some missed opportunities for ROI, considering there is a symbiotic relationship between employees and influencers that few CMOs have spotted, with limited numbers identifying that employees can be influencers themselves. 

With this, the global report has pointed out three key imperatives that CMOs can use to improve their B2B influencer marketing strategies.

First, peer-to-peer 2.0, which is a widely recognised marketing channel to reassure prospective buyers and revolutionise digital relationships and professional communication. Second, the holistic growth approach recognises the importance of including influencers in the entire business operation and integrating them into the post-sales experience. Lastly, CEOs and CMOs must recognise their employees as valuable assets in promoting their brand, with each having a network of connections outside the company.

Commenting on the study, Emily Poon, President of PR and influence in Asia at Ogilvy, said, “With 66% of CMOs in Asia saying they find B2B influencers more impactful than their usual marketing activities, a B2B influencer marketing strategy has become a must-have for brands and businesses. Our global research— the first-of-its-kind—with local insights from senior marketers in Singapore, Vietnam, Malaysia, and the Philippines provides actionable steps for CMOs, communications, and business leaders in the region to turn influencers into the most versatile full-funnel tool in their B2B marketing communications armoury.”

Ashutosh Gupta, country manager and head of online sales for LinkedIn APAC, also added, “B2B companies are increasingly choosing creative ways to connect with their target audience in a more authentic and engaging way. A big reason behind this trend is the trust and credibility that these experts offer. On LinkedIn, we have seen industry leaders carve a niche for themselves as thought leaders in their space, where their opinions hold significance within their network. Thought leaders often provide a more genuine connection than brand advertising thanks to the fundamental trust that is already fostered between them and their network over time.”

Shanghai, China – Marking its 120-year anniversary as a global automotive manufacturer, Ford, in partnership with advertising company Wieden+Kennedy Shanghai, launched the ‘Wild At Heart’ campaign, featuring its iconic vehicles such as the Ford Mustang, Ford Bronco, and the Ford Explorer Timberline.

In showcasing how Ford adds adrenaline to everyone’s wild side, Wieden+Kennedy Shanghai created a film centred around a human’s desire to move through the personal life stories of 3 characters who fall in love with movement – and everything that comes with it.

The film showcases a coming-of-age story told from the 1990s to the present day, following the characters who meet their match with a Ford vehicle, specifically highlighting each character’s desire to go wild, be free, and feel the thrill.

Zhong How, creative director at Wieden+Kennedy Shanghai, said, “We all grew up with the desire to move. From your first step to your first bike to your first car. These are moments filled with excitement and thrill. Ford really understands that and wants you to feel and embrace it.”

Meanwhile, Aier Xu, creative director at Wieden+Kennedy Shanghai, also mentioned,  “We have so many up and coming local vehicle brands in China nowadays, it’s crucial for Ford as a foreign brand to show its strong relevance with this market, that’s why we chose to go for an emotional approach as opposed to talking about functions and features.”

India – VANTO, the premium luxury furniture brand, has awarded its creative and digital mandate to Hotcult, a part of PAD Group, following a competitive multi-agency pitch in Hyderabad. Hotcult will focus on reinvigorating the brand, developing a communication strategy, and creating compelling creatives to strengthen VANTO’s presence in the luxurious furniture market.

Hotcult’s responsibilities include creating consumer insight mapping, outlining brand architecture, putting the go-to-market (GTM) strategy into practice, and coming up with a comprehensive brand and launch strategy. Their duties also include planning crucial digital and creative campaigns, maintaining a social media presence, managing online responses, and performance optimization.

Speaking about the partnership, Gautam Reddy, founder of Hotcult, said, “It is always an honour when a client trusts you with their brand and gives you the complete communication mandate – strategic, creative &  social. We are delighted to introduce this unprecedented level of luxury to India.” 

He added, “This strategic move perfectly aligns with our vision to raise the brand to a coveted status among lifestyle and luxury enthusiasts nationwide. As Hyderabad emerges as a prominent destination in the luxury segment, akin to Delhi and other major metros, we are poised to be at the forefront of this exciting development.”

Meanwhile, Rupesh Kashyap, co-founder and chief content officer of Hotcult, said, ”We are elated and excited with the VANTO win. Armed with a deep understanding of their target audience and preferences, we’ve constructed an insightful cultural framework as a part of our content strategy. We’ve already created a distinctive world for VANTO in the ultra-premium furniture category and have crafted the brand positioning.” 

“We’re eagerly anticipating creating compelling content for all marketing and communication touch points. This wouldn’t have been possible without the trust of our valued clients”, Kashyap added. 

Adith Linga, COO of VANTO, commented about the partnership, “PAD Group (parent company of Hotcult) has orchestrated remarkable triumphs for numerous top-tier Indian brands, many of which have emerged as pioneers in their domains. Hotcult’s deep understanding of our sector aligns seamlessly with our vision, making them the perfect partner. We eagerly look forward to a dynamic and fruitful long-term alliance with them.” 

Tokyo, Japan – Global digital advertising platform GumGum announced their reinforcement towards the Japanese market by appointing seasoned digital media executive, Kenzo Selby as GumGum Japan’s managing director to lead its growing business in the area.

In his new role, Selby will be growing GumGum’s brand presence in the market, as well as deepening its relationships with brands, agencies, and publishers to embrace a mindset-first, cookie-less solution.

Notably, Selby and the Japanese team will be spearheading GumGum’s ‘The Mindset Matrix’, a concept that pushes brands to leave behavioural targeting behind by helping to pinpoint environments that drive the most attention and aligning ad creative to capture a consumer’s frame of mind, resulting in brand lift and boosted outcomes.

Selby joins GumGum after more than six years of driving growth for Teads in Japan as head of sales, leading a 14 person strong sales team. Prior to Teads, Kenzo was a sales leader at AOL’s BeOn. He also brings a wealth of business management and financial acumen from experience gathered at Ernst & Young and other accounting firms where he focused on Japanese corporations doing business in Australia.

Selby will replace outgoing managing director, Naokazu Wakaguri, who has driven the growth of the business in Japan for five years. Wakaguri will support Selby in a transition period through the end of the year before leaving GumGum to pursue personal projects at the start of 2024.

Commenting on this, Wakaguri said, “As I embark on my next stage, my belief in GumGum and the future it holds for our industry is strong. With Kenzo as the new leader, I am excited for the next chapter of GumGum in this region and am fully committed to providing my ongoing support during this transition period. We have all the ingredients for success; a compelling vision, amazing products, respectful people, ethics, and great culture.” 

Speaking on his own appointment, Selby said, “There is a huge opportunity for GumGum here in Japan as advertisers are looking for ways to deliver campaigns that demand attention and drive outcomes. GumGum’s Mindset Matrix will give advertisers the ability to understand their campaigns on a deeper level and pinpoint where to optimise for improved ROI. I’m excited to be joining GumGum’s amazing team and will be growing our market presence.”

Meanwhile, Sorrel Osborne, head of media, JAPAC, at GumGum, commented, “Kenzo’s appointment represents GumGum’s continued commitment to strong growth in Japan through bringing best-in-market media, targeting and measurement capabilities to this vibrant and dynamic media landscape. As always, our focus is on delivering outstanding business outcomes for our valued partners in Japan and Kenzo is expertly positioned to do so, with the support of the global business.”

India – Posterscope, the OOH specialist agency from dentsu India, has announced the appointment of Pallavi Patil as vice president-strategy to oversee clients nationally and empower strategy across out-of-home, retail, activation, and rural marketing verticals.

In her new role, she will focus on delivering a fresh perspective on the agency’s strategic expertise combined with a rich blend of innovation to clients in the OOH space. 

Pallavi will align with Posterscope’s global vision, addressing complicated issues with simple, strategic, human-centric solutions. She will report to Imtiyaz Vilatra, managing director at Posterscope India.

Prior to joining dentsu, Pallavi led strategy in Madison OOH as their AVP. She has a career spanning over 18 years and has worked with Kinetic Worldwide (GroupM), TNS (Kantar), Nielsen, the Confederation of Indian Industry (CII), and Force Motors.

Over the years, she has carved out expertise in marketing, research, and media strategy. She has also worked on some recognised and awarded OOH campaigns.

Imtiyaz Vilatra, managing director at Posterscope India, said, “We are thrilled to have Pallavi as part of the Posterscope family. With her wealth of experience and knowledge, I am confident she will bring a lot of value with fresh insights and ideas. I would like to welcome her onboard and am certain she will be instrumental to further scale our growth momentum.”

Commenting on her appointment, Pallavi added, “Embracing new opportunities, I step into this position with elation as I join Posterscope India. With experience as my guide, I am ready to contribute, learn, and thrive with the team in this exciting journey of growth and innovation.”