Tag: Marketing

Sydney, Australia – IPG Mediabrands announced the appointment of Clay Gill as the organisation’s first chief data and technology officer for IPG Mediabrands Australia. He will continue serving a role in the executive leadership team of Mediabrands in addition to this position.

Gill will be responsible for establishing and driving strategic expansion and operational excellence across the Group, with the goal of improving IPG Mediabrands into Australia’s leading digital and data-driven agency group. 

Gill’s career at IPG began in early 2020 with the transition of Cadreon into Matterkind. Following that, he rose to the position of CEO at IPG Kinesso, where he was key in advancing IPG’s programmatic capabilities and steering the agency’s growth in data and technology solutions. Under his leadership, the agency reached a milestone by introducing Acxiom’s 1PD programmatic offering in Australia, a first for the group.

Mark Coad, CEO of Mediabrands, said, “Gill will be leading the ongoing transformation of data through exploration and analysis, uncovering patterns, opportunities and insights that drive evidence-based decision-making solutions for clients. With a clear ambition for Mediabrands to lead and transform the industry’s response to data and technology, Coad said the role was paramount to the Group’s future success.” 

He added, said: “We needed a leader at Executive level to help drive IPG’s ambition to revolutionise the industry, drive innovation, and achieve unparalleled success driven on the power of data and technology. Clay has been very successful in building our data led programmatic offering, he has incredible product knowledge, is a visionary leader and will play a pivotal role in shaping the Group’s data-driven future. I am delighted he has moved into this new strategic role. 

“With Clay at the core of Mediabrands’ data and technology offering, it allows us to create the best collective thinking we can for client outcomes across our brands. No one has all the answers on the future, and some are trying to complete this unknown with badged on tools and techniques but Clay’s global experience positions him perfectly to make things happen,” Coad said. 

Speaking about his appointment, Gill said, “As data and technology continue to frame the future of our clients’ businesses, it is critical that we stay on top of this evolving landscape.I have always been strongly attracted to accelerated levels of engagement for brands and customers through the analyses of sophisticated data streams. 

He added, “The intelligence in these streams means we can share better insights with our clients and ultimately deliver better actions in media outcomes. I am thrilled to have the opportunity to strategically lead this area for Mediabrands, supported by resources from across the group.” 

Singapore – GrabAds, Grab’s advertising division, announced a new strategic partnership with Tomato Interactive, a subsidiary of BlueMedia and component of the BlueFocus Group, today. Tomato Interactive, a global influencer and integrated marketing agency based in China, specialises in travel, lifestyle, gaming, and technology.

This collaboration will enable Tomato Interactive’s clients to use GrabAds’ comprehensive retail media tools, allowing them to connect with valuable users across Southeast Asia through the Grab super app ecosystem. It also marks GrabAds’ first collaboration with a global marketing agency in the Greater China region.

Brands working with Tomato Interactive are given access to hyperlocal first-party data from the actual spending patterns of valuable consumers in Southeast Asia by working with GrabAds. Through the entire marketing funnel, the strength of Grab’s retail media network will help Tomato Interactive’s clients’ clients increase brand awareness and consumer engagement.

Speaking about the partnership, Jiao Li, general manager of Tomato Interactive and vice president of BlueMedia, said, “As a leading superapp in the region, Grab knows Southeast Asia best. Our partnership comes very timely, as we see keen interest from our clients across travel, lifestyle and technology looking to expand and grow their brand within Southeast Asia’s growing and digitally-savvy consumers.” 

He added, “We believe that GrabAds’ retail media network capabilities – whether access to first-party insights or Grab’s end-to-end ecosystem, will allow us to support our clients better across their marketing needs.”

Meanwhile, Dave Yang, regional head of sales and GTM at GrabAds, expressed, “We’re thrilled to embark on this journey with Tomato Interactive. We’re confident that our tie-up will support their clients in gaining better awareness and brand building in Southeast Asia. This is also a milestone for GrabAds, as we expand our reach to brands in the Greater China region through Tomato Interactive’s strong network of clients.”

Singapore – Beginning on October 16 in honour of The Walt Disney Company’s 100th anniversary, social media platform TikTok would be collaborating with Disney for a  first-of-its-kind destination within TikTok that invites Disney fans to a unique interactive experience where stories, magic and memories come together.

Through TikTok, fans will be able to watch videos from across Disney’s brands, create their own videos with Disney music and effects, play Disney trivia, and collect and trade “Character Cards” of characters to win unique profile frames to show off their fandom.

With more than 48 Disney handles participating, the four-week activation will be live in 24 regions around the globe, highlighting the breadth of content from The Walt Disney Company. Fans of Disney, Pixar, Star Wars, Marvel, ESPN, National Geographic, Disney Parks and beyond can expect daily reminders of why they connected with their favourite characters, franchises, movies, and Disney memories.

In addition, TikTok is curating a special Disney100 Playlist for our community featuring some of the most popular hits from the Disney catalogue, including songs from classic movies like ‘Cinderella’ and ‘The Lion King’, as well as the upcoming ‘Wish’, alongside hits from the likes of ‘Toy Story’ and ‘High School Musical’.

Nicole Iacopetti, global head of content at TikTok, said, “The Walt Disney Company has an incredible legacy of bringing joy and excitement to a global community through its iconic films and TV series, heartwarming characters, thrilling parks and memorable brands.”

“We’re thrilled to partner with Disney to celebrate the company’s undeniable impact on entertainment and on families around the world, starting by giving TikTok’s passionate community of Disney fans unique access to content and experiences they can’t find anywhere else”, she added.

Malaysia – Warner Music Malaysia has named Dinesh Ratnam as its new managing director. He will be reporting to Chris Gobalakrishna and Jonathan Serbin, co-presidents of Warner Music Asia in this capacity. He will be a member of the regional executive team for Warner Music, where he will also play a crucial role.

Ratnam, who is based in Kuala Lumpur, will be in charge of overseeing Warner Music’s operations in Malaysia. He will oversee initiatives for strategic growth and work to improve the company’s market presence.

Ratnam offers years of experience from the content, technology, and entertainment sectors to his new role by drawing on his extensive industry background. He was part of the global expansion of iQiyi, a premium video on-demand streaming service, before he joined Warner Music.

In his time in iQiyi, he was the country manager for Malaysia, Singapore, and Brunei and worked as a senior director in the international business department there. Ratnam played an important role in the expansion of iQiyi in Southeast Asia by helping to establish the company’s presence there. 

Ratnam previously held a number of key positions at iflix, a video-on-demand service. He was helping in corporate development, business management, and the expansion of iflix’s operations in Malaysia during his time there. He also worked as a director in the CEO’s Office at Catcha Group, one of Southeast Asia’s internet groups. In this role, he was in charge of the group’s technology and media investments in Southeast Asia. 

At J.P. Morgan, Ratnam started his career as an investment banker. He worked for Morgan in the San Francisco and London offices. He focused on the media, telecommunications, and technology industries and offered advisory services for a range of transactions.

Speaking about his appointment, Ratnam said, “I am honoured and excited to join Warner Music Malaysia. Music is the heartbeat of modern media, weaving together stories, experiences, and emotions in ways that resonate with audiences, making it pivotal in shaping contemporary culture. This is a remarkable opportunity to collaborate with a talented team and further elevate the visibility and success of our artists both locally and globally.” 

He added, “I firmly believe in the immense potential of Malaysian music talent to further cultivate profound influence and impact beyond just the shores of the country. I look forward to leveraging Warner Music’s rich catalogue and resources to create new avenues for growth and innovation.” 

Meanwhile, Gobalakrishna said, “With its vibrant diversity and immense talent, the Malaysian music scene serves as a vital hub for cultural exchange and artistic expression. Dinesh’s appointment signifies our dedication to nurturing this thriving ecosystem. With his wealth of experience and innovative approach, we are confident that Dinesh will play a pivotal role in amplifying the influence of Malaysian music, fostering collaboration, and unlocking new opportunities for our artists across the region.”

Serbin expressed, “We are thrilled to have Dinesh on board. His extensive experience, strategic mindset, and passion for the industry make him a valuable addition to our leadership team. We have every confidence that Dinesh will play a vital role in driving Warner Music’s continued success in Malaysia.”

Manila, Philippines – Christmas is seen as the most wonderful time of the year with its fun gatherings, anticipated reunions, and festive spirits, but between the hustle and bustle of the season and the mundane moments, Philippine fast-food chain Jollibee shows in its latest campaign that capturing the holiday spirit is simpler than most people think.

Jollibee’s campaign shows how it can transform everyday situations into Christmas, as unsuspecting individuals step into what appears to be a standard Christmas-themed photo booth, only to discover a surprise filled with joy.

The video showcases Jollibee’s answer to delivering the joy of Christmas, as individuals who visited the photo booth were pleasantly surprised to see a meal from Jollibee, spreading the gift of giving in this holiday season.

Talking about the campaign, Mari Aldecoa, assistant vice president at Jollibee, expressed, “At Jollibee, we believe that Christmas is about the joy that we share with our loved ones.“

“This season, we hope that Jollibee can once again help in making every gathering more enjoyable and memorable. Together, let’s make this Christmas a wonderful one with Jollibee Joy”, he added. 

Auckland, New Zealand – New Zealand based utility company Genesis has launched their latest campaign, showcasing the Genesis School-gen programme, which has been providing free STEM teaching resources and learning tools to primary schools around the country for 16 years.

This campaign by Genesis and Bastion Shine features New Zealander George and her family, showcasing Genesis products and services, and is the fifth entry in a series of features which started in 2022.

In the new film spot, George takes us to her school where we see her and her classmates learning about science, technology, engineering and maths as part of the Genesis School-gen programme. 

Through the campaign, Genesis showcases its understanding on the importance of investing in the future of Aotearoa by engaging rangatahi in STEM (science, technology, engineering and maths) subjects, as any of New Zealand’s jobs of the future will require STEM skills.

Speaking on the campaign, Stephanie Fahey, head of brand at Genesis, said, “George and her family have been incredibly well received by Kiwis, helping to build an emotional connection and an engaging narrative that is generating strong results for Genesis. Care is at the heart of the Genesis brand and we’re proud to have a long record of supporting New Zealand schools through the School-gen programme.”

Meanwhile, Andy McLeish, partner and chief strategy officer at Bastion Shine, commented, “George and her family are working out to be a really effective vehicle to deliver proof points for Genesis and build brand affinity. We’re really excited to be adding School-gen to the suite of George stories and share the great work Genesis does in New Zealand schools with the whole country.”

The integrated campaign includes television, radio, OOH, digital and social and launches on October 15.

Taiwan – Uber One, a subscription-based membership program that offers savings and deals across Uber and Uber Eats, made its debut with an engaging campaign collaborated by Special and the local creative agency, Whatever.

The “Never Eat Dirt Again” campaign plays on the phrase “I have to eat dirt now,” which is frequently uttered by Taiwanese people who are experiencing financial hardship, especially while waiting for their paycheck.

To remind Taiwanese who are looking for value that they will never have to consider eating dirt again because of Uber One’s member savings and exclusive deals, which are all accessible at their hands, Special reverse-engineered the culturally resonant insight and created a series of humorous scenarios.

The humorous creative elements of the campaign show people on the verge of consuming dirt that appears to pour out of various household appliances, such as refrigerators, microwave ovens, toasters, rice cookers, cabinets, and even cereal boxes, only to realise the financial advantages of Uber One.

Speaking about the campaign, Shiny Lee, Creative director of whatever, said, “In Taiwan, there’s a local phrase, ‘I’ll have to eat dirt’, for when you’ve run out of money at the end of the month. It’s a light-hearted metaphor people use when they can’t afford fancy food. Luckily, with the great savings and deals on Uber One, you’ll never have to eat dirt again.”

Meanwhile, James Sexton, creative director special of Uber APAC, remarked, “Leveraging a well-known saying allowed us to position Uber One in a culturally relevant way, and the literal portrayal of a world where people are about to eat dirt, further leans into the brand’s willingness to not take itself too seriously.”

Melissa Chen, Uber Eats head of marketing, expressed, “I am so proud of “our dirty baby” birthed by the best crew of local and international talent. We are able to infuse the power of an established cultural vernacular to our creative ambition and our mission to serve Taiwanese’ desires in getting the best savings and value with Uber One.” 

Singapore – LKY: THE EXPERIENCE is an immersive exhibition commemorating the late Lee Kuan Yew’s 100th birth anniversary. This captivating experience, created by Lucid Experiences in collaboration with TRCL and the Community Chest, was launched on October 6, 2023, along with the launch campaign ‘Uncover the person behind the name.’

This interactive journey includes more than 20 rooms, each of which reveals a different chapter in Lee Kuan Yew’s life, shedding light on lesser-known aspects of him as a child, a student, a husband, and a statesman.

The campaign’s creative direction is led by GOVT Singapore, which collaborates with PR agency AKA Asia, digital media agency JOLT Digital, and Kinetic Singapore for the visual design of the experience.

Similar to the experience, “Discover the man behind the name” draws attention to the well-known politician’s lesser-known sides by posting obscure facts about him on bus shelters all over Singapore as well as on digital and social media platforms.

These bits of trivia are unveiled at bus shelters near important locations in an effort to pique interest in Lee Kuan Yew’s character traits. For instance, information about his favourite foods is displayed close to restaurants, while details about his exercise regimen are displayed at bus stops close to the Istana, where he frequently runs. The immersive experience then encourages viewers to learn more about Lee Kuan Yew.

Speaking about the collaboration, Foong Min Mei, business director of GOVT Singapore, said, “When Lucid Experiences first approached us with the opportunity to collaborate, we were very inspired by the team’s ambition to recreate Lee Kuan Yew’s life story. One that has been told many times and across generations. But this time around, through one’s own lens of Lee Kuan Yew’s personal memories and life moments beyond his political career as a founding father and first prime minister of Singapore.” 

He added, “It is a project very close to our hearts, as fellow Singaporeans coming together to tell the story in a way that we too hope will inspire and intrigue many others.” 

Meanwhile, Tan Weiting, CEO of Lucid Experiences, said, “We’ve been hearing good things about GOVT for a while now, so when we started looking for a creative agency to help get the word out for our experience, we got in touch to see if it was possible to work together. Our early conversations gave us confidence that they were the right partners to help us share this important Singapore story.” 

“While working together, we also found them to be equally passionate about the project and its details. We are excited that we were able to engage GOVT and can’t wait for everyone to see the campaign!” Weiting added. 

Jakarta, Indonesia – Global fashion brand ALDO has appointed Dentsu Creative Indonesia to implement an innovative marketing and promotional campaign to expand its footprint in SEA beyond Indonesian borders.

This strategic collaboration marks a significant step in ALDO’s growth journey, aiming to captivate the thriving markets of the Philippines and Vietnam by leveraging Dentsu Creative’s expertise in executing these strategies.

In the partnership, Dentsu Creative will provide a comprehensive range of solutions including a creative ideation and development and a 360-degree campaign strategy, encompassing social media engagement, influencer management, in-store activations and dynamic digital out-of-home advertising as well as project management and production.

Speaking about the partnership, Wisnu Satya Putra, CEO of creative at dentsu Indonesia, said, “Our partnership with ALDO exemplifies the power of ‘gotong royong’ – the intrinsic value of collaboration and integration across services. Combining all our expertise, blended with insights into creative innovation, powered by modern creativity, we will propel ALDO’s brand presence in the competitive APAC market, and set them apart from competitors.”

Cheuk Chiang, CEO, Dentsu Creative APAC, also added, “Our partnership with a great global brand like ALDO allows us to unlock the full potential of our creative offering across earned, entertainment and experience. They are clients that truly appreciate the power of great creativity and its ability to transform brands and businesses through work that creates culture, changes society and invents the future.”

Meanwhile, Zaid Bitar, vice president, international marketing & digital at ALDO Group International, commented, “Our consumers need to know ALDO’s unique selling point: style and comfort. With Dentsu’s; expertise, our USP transforms from words into a tangible force that captures hearts, empowers choices and style through confidence for our local consumers.”

Singapore – Around 70% of marketing decision-makers worldwide are investing more than half of their budgets in long-term initiatives, with 78% remaining optimistic in the future regardless of ongoing crises, a study from GfK revealed.

The results showed that 61 percent of marketing decision-makers worldwide believe that their industry has been hit harder than others by the ongoing turbulence of recent years.

Among these numbers, there are regional disparities, with 66% of marketing decision-makers in Europe and 65% in North America feeling particularly affected by the economic situation. Meanwhile, only 52% in Africa and the Middle East and 55% in the Asia-Pacific region agree with this statement.

However, despite ongoing crises, over two-thirds (70%) of marketing decision-makers worldwide are investing more than half of their budgets in long-term initiatives like campaigns focused on strengthening the brand. The proportion further rises to 78% among CMOs.

Industry-wise, consumer tech (76%), automotive (76%), and retail (74%) are among the areas marketing leaders are zeroing in on for long-term brand-building strategies. Additionally, B2B brands are more willing to make long-term investments, with longer conversion cycles and smaller customer bases probably playing a role in their decision.

The results of the study further showed that optimism and confidence are still present among CMOs, as almost three-quarters state that their company has grown in the last three years and 78% state that they are optimistic about the future.

These optimistic marketing leaders are more focused on long-term brand building (77%), suggesting a link between optimism and long-term investment. Most marketing leaders also show impressive confidence in their budgets, with nearly two-thirds overall saying they find it easy to justify their financial needs and fund their marketing expenditures, particularly in North America and Europe.

In terms of the speed at which they receive real-time insights, 61% of global marketing leaders state that they receive actionable insights either immediately after data gathering or in the short term, but still quickly. Only 3% claim that generating insights takes too long to be useful for their marketing campaigns at all.

On the other hand, larger companies seem to have an advantage. The data revealed that the bigger the company, the higher the proportion of insights generated in real-time.

Among the frontrunners, Europe leads the way, with 33% of marketers saying they receive insights in real-time. This shows a huge gap versus the global average of 26%.

The score, meanwhile, is lowest in Africa and the Middle East, where only 19% claim to have access to real-time insights. One-third of global marketers state that data integration is the main obstacle to achieving real-time insights.

Overall, 44% of the survey’s respondents want to improve their capabilities in generating actionable insights, while 42% aim at improving data integration in their companies.

Next to real-time insights, AI is also transforming the way marketers work. Almost half of marketing leaders worldwide (45%) said they are already using AI, while 40% are familiar with or using machine learning models.

Additionally, the uptake of ChatGPT has been rapid, with 36% of respondents stating they were already using it by March 2023, despite it being on the market for less than a year. Marketers in big enterprises are seen to be early adopters of such technology, showing more familiarity than those in smaller firms.

Another thing worth noting, however, is that the data from the report also raises the question of whether marketers are failing their audience in terms of sustainability.

After some extreme weather events, CMOs worldwide are placing more emphasis on sustainability and environmental protection, with 42% stating this is an important part of their brand. The number is especially high in Africa, the Middle East, and Asia Pacific (46%).

Still, there seems to be a huge gap in how marketers perceive their audience in relation to demands for sustainability. The report revealed that only 30 percent of the respondents feel that their customers expect them to address sustainability.

On the flipside, the report finds that almost 73% of consumers actually expect companies to take environmentally responsible actions. One factor might be that companies tend to see sustainability as a corporate initiative rather than a marketing one, to which at least 24% of global marketers agree, especially among North American companies.

Overall, marketers need to keep in mind that any engagement with the environment and the climate must be authentic and long-term to be credible for consumers.

Gonzalo Garcia Villanueva, CMO at NielsenIQ/GfK, shared, “In recent years, market disruptions have shown us just how quickly buyer behaviour can pivot, highlighting the need for real-time predictive data. The businesses that thrive in this environment will be those that can anticipate what’s coming next.”

He added, “It is notable that marketing leaders across regions who say that their company has grown in the last three years and are optimistic get their insights faster than others. This indicates that successful companies are more digitalized and prioritise real-time insights for marketing.”