Tag: Marketing

Sydney, Australia – Australian value furniture and bedding retailer Fantastic Furniture has appointed Initiative as its media agency of record.

Through this appointment,  Initiative is tasked with all of Fantastic Furniture’s national and local broadcast media planning & buying, print, outdoor, radio, press, magazines, cinema, and BVOD. 

Additionally, it is worth mentioning that Incubeta, Fantastic Furniture’s Digital agency was not part of the review.

Initiative’s immediate remit will begin on October 1, wherein it will undertake an in-depth analysis of the business to understand its brand identity, target audience and long-term business objectives, to ensure that all media efforts are aligned with the company’s ambition and vision.

Commenting on the partnership, Jo McAlister, managing director of Initiative Sydney, said, “We are confident our strategic approach and quest to hone our craft to create brave, but sustainable campaigns will deliver exceptional results for Fantastic, and will ultimately enhance its brand presence, drive customer engagement and boost sales.”

“Initiative works with clients who have similar cultures and ambitions. We are fearless in our approach to deliver best in class outcomes; we always put our people, clients and partners front and centre in everything we do. It was clear from the start that Fantastic shares the same philosophies, so there is no doubt we will make an undeniably formidable client/agency partnership,” she added. 

Meanwhile, Laurie Lai, chief marketing officer of Fantastic Furniture, commented,  “We are excited to work with a team who is uncompromising in its ambition to provide unbeatable value, smart thinking and pride in their craft, creating the highest quality client outcome possible.

“Initiative presented an excellent understanding of different ways to approach screens and demonstrated they have the right tools to deliver. Their team challenged our thinking from the start, developing a strategy which will ensure we get the best results from our media investment. We look forward to building a strong relationship with Initiative and feel confident our new partnership will deliver continued growth for Fantastic Furniture,” she concluded. 

Australia – Real estate agency Domain has launched a new campaign with three films starring actors Rose Byrne and Bobby Cannavale. 

In partnership with Howatson+Company, the films introduce the new brand platform ‘Know what we know’ which reflects Domain’s commitment to provide customers with confidence in their property journey.

In the films directed by Australian director Trent O’Donnell, Byrne and Cannavale play a couple who go to extreme lengths to try and uncover information that will help them find the right property.

The situations in the film are resolved by Domain’s brand new search experience, including exclusive features such as ‘Search by School Zone’, ‘Recently Sold Prices’, and ‘Suburb Insights’.

Talking about the campaign, Rebecca Darley, chief marketing officer at Domain, said, “In an era where information is the most valuable asset, ‘Know What We Know’ bridges the gap between the experts and the seekers. As a data and tech-powered business, Domain is on a journey to leverage its assets to guide Aussies through every step of their property journey.”

“Many Australians can relate to that feeling of property obsession, going above and beyond in their property search to feel confident they are making the right decision. This proved fertile ground to bring to life the new re-imagined search experience in the Domain App, and stretch the brand into a lighthearted and entertaining territory. With Domain, gone are the days of undercover suburb stakeouts and uninformed decisions, you have the power to know what the experts know, empowering you to navigate your property journey with confidence,” she added. 

Meanwhile, Richard Shaw and Jeremy Hogg, executive creative directors at Howatson+Company, added, “Since day one, Rebecca and the Domain team have spoken of their ambition for the business and the brand — you can see that ambition in this first campaign. We couldn’t be more excited to launch ‘Know what we know’ for Domain and continue to build the platform together.”

The campaign includes TV, Online, OOH, Radio, Social and sponsorship of Allianz Stadium.

Melbourne, Australia – Icon Agency, an integrated communications firm, has announced the appointment of three new senior staff, spearheaded by Emma Bridgeman as director of technology and B2B, Stefanie Safahi as senior account director, and Rania Aissaoui as account director. 

The new hires aim to deepen Icon’s technology and reputation management expertise, all to support the company’s growth. 

In Bridgeman’s new role, she will be based in Sydney. Prior to joining Icon, she held senior positions at Apple, Ogilvy, and Herd MSL.

Meanwhile, Safahi will also be based in Icon’s Sydney office. She previously served as the head of communications at Folklore Ventures, bringing her deep sector expertise across enterprise technology and the startup ecosystem to the agency.

Lastly, Aissaoui joins Icon after several years at Ogilvy and Teneo. Aissaoui’s previous work in crisis and reputation management allows her to add valuable experience to Icon Reputation, Icon’s specialty crisis and issue management division.

The hires continue a successful period of growth for Icon, which has seen the integrated agency establish offices in Melbourne, Sydney, Canberra, and Brisbane. The organisation has garnered industry recognition with a number of exciting client wins. 

David Radestock, executive director of communications at Icon, said the company’s continued search and appointment of best-in-class industry professionals was central to the agency’s ongoing success, and the new hires bring experience with large agencies and brands to bolster Icon’s team continuing the agency’s growth agenda.

Radestock said, “Hiring this talented trio demonstrates our commitment to bringing in the best consultants—and best humans—in the industry. They bring unrivalled experience and expertise, as well as the boundless curiosity and relentless drive that sets apart our team in the market.”

Radestock further highlighted the new team members’ varied backgrounds. 

“We continue to build the best team in the country in the knowledge that our growth is not because of the amount of people we add to the team, but the unique backgrounds, perspectives, and approaches they bring,” he added. 

Speaking on the appointment, Bridgeman also said, “This is a great opportunity to spearhead Icon’s growing focus on the technology sector. With a group of exceptional clients and specialist consultants, we’re perfectly placed to grow rapidly through our best-in-class, truly differentiated offer.” 

Manila, Philippines – The National Basketball Association (NBA) and smartphone brand vivo have signed a multi-year marketing partnership in the Philippines, which also includes vivo returning as the official smartphone partner of the NBA in the country.

The agreement builds on a previous marketing partnership in the Philippines that saw vivo serve as an official partner of the Jr. NBA – the league’s global youth basketball program for boys and girls – and NBA 3X Philippines, a 3-on-3 basketball tournament featuring men’s and women’s teams, interactive fan activities and authentic NBA entertainment.

Through the collaboration, vivo will be the presenting partner in the Philippines of the ‘NBA All-Star Voting’, a platform that gives fans the opportunity to vote for the NBA All-Star Game starters via the NBA App and NBA.com; as well as return as an official partner of NBA 3X Philippines presented by Mountain Dew, which will take place later this year.  

In addition, vivo will launch promotions that will provide fans in the Philippines with the chance to win authentic NBA prizes. The NBA and vivo will also co-develop content for the NBA’s localised Facebook and TikTok pages in the Philippines.

“Our passion for innovation extends beyond the confines of technology, and we recognize that sports provide an ideal platform to bring communities together and inspire positive change in the way we live our lives. This guiding principle reinforces our efforts to collaborate with sports organizations such as the NBA that enable us to foster a deeper connection between our brand and the world of sports,” a statement from the vivo Philippines management was released.

Meanwhile, Mae Dichupa, senior director of global marketing partnerships at NBA Philippines, commented, “We’re thrilled to welcome vivo back to our growing roster of marketing partners in the Philippines and align with a brand that shares our commitment to innovation. Our collaboration with vivo represents an excellent opportunity to elevate the NBA experience across digital, retail and events, and showcase vivo’s smartphones as a convenient and ideal device for fans to immerse themselves in the excitement of the NBA.”

Philippines – Esports and technology company Mineski Global has announced the appointment of Jamie Paraso as its new vice president for marketing under the TEG Group of Companies, in line with revealing its bold branding and marketing transformation. 

In his new role, Paraso looks to provide critical insights and experience from his years in the marketing industry. He brings with him management expertise to jumpstart Mineski Global’s foothold in the local marketing space. 

Prior to his appointment, he served as the country director for Gushcloud Philippines, where he led Gushcloud’s local presence in business, talent, and partner acquisition. 

According to Paraso, his former role allowed him to forge healthy relationships with talents, brands, and agency partners, thereby leveraging strategy, expertise, and creative know-how and creating a healthy ecosystem for the marketing and entertainment space—skills relevant to his new appointment at TEG and Mineski Global. 

“With my previous role as Country Director, it allowed me to have a purview of what happens not just at a country level but also at a regional level when operating and running an entertainment and talent focused business. In doing so, I am able to transplant said experience and know-how to TEG and Mineski Global at both a local and regional level to ensure that for the years to come we are able to further scale our business as the pioneer Esports company of Southeast Asia and innovate by our Marketing le technology pieces,” Paraso told MARKETECH APAC. 

Aside from this, he was also the head of global marketing services for Groworx, where he was in charge of corporate communications and brand marketing, and was the business group director of McCann Worldgroup, a global marketing and communications agency, handling the legacy account, San Miguel. 

Paraso also held the key post of leading the sales team for AdSpark, a wholly-owned Globe subsidiary, as business group director, managing key clients such as VIVO, FWD, Nestle, BDO, Midea, P&G, Hyundai, Mondelez, and J&J.

Paraso’s appointment comes as Mineski Global takes key steps toward strengthening its corporate brand and bolstering its roster of products and services. 

Mineski Global aims to further its relationships in the B2B space all the while staying true to its service-oriented core of being attuned to the B2C market and gamifying experiences every step of the way.

With its beginnings as a professional esports team, the Mineski brand has demonstrated growth and resilience by taking its core capabilities and adapting them to the emerging needs of a highly digital consumer landscape.

And as it approaches its 20th anniversary in 2024, the company draws from its years of experience in the esports and technology industries, curating a roster of IPs and products that push the limits of integrated marketing technology, fondly known as “Mark-tech”, whereby value and entertainment are continuously provided to the greater community. 

In line with this, Mineski Global has also announced that they have joined the marketing organizations IMMAP (Internet & Mobile Marketing Association of the Philippines) and PANA (Philippine Association of National Advertisers). 

In joining these associations, the company aims to share its knowledge and expertise in tech and gaming while forging strong and meaningful connections with various industry players.

Ronald K. Robins, group CEO and chairperson of Mineski Global, said, “We are excited to have Jamie on board with Mineski. His expertise in brand, product marketing and management are essential to the company’s new direction, strengthening our product offerings while tying into our expertise in tech, innovations, and community-based services. All of this centered on bringing our brand, Mineski Global, to the next level and embracing positive growth and meaningful transformations. We at Mineski Global believe he will be a great asset to the organization and to the industry.”

Also commenting on the appointment, Dar Andrew Cayabyab, co-founder and director for international business at Mineski Global, shared, “With Jamie being part of Mineski Global, we look forward to being able to strengthen our brand presence not just locally but also at a global scale. As we begin to work closer with brands that are non-endemic to our core of Esports and Gaming we look to be able to integrate our experience and create impactful campaigns, products and services that cut across industries.” 

Meanwhile, Paraso said in his new appointment, “I am honored to be part of Mineski’s initiative to grow and scale its brand and marketing capabilities. There is great potential in combining the company’s expertise with best practices and strategies in marketing. Leveraging our expertise and technological capabilities brings a very unique proposition that is yet to be owned in the Brand and Marketing space locally. In doing so this allows us to bring out the best in our services and capabilities to assist our Partners, Clients and most importantly better serve end consumers.” 

When asked about what are the current marketing challenges and opportunities in the esports scene, Paraso told MARKETECH APAC that they were able to better serve their B2B partners by bringing value and added gamification in all aspects of the industry.

“With Mineski Global having been around for almost 2 decades, we look to be able to scale our services in the esports space, leveraging on our new knowledge and know-how in terms of technology and marketing strategies. We are always evolving, all the while remaining humble and staying hungry to provide value every step of the way,” he concluded.

Singapore – Cathay Pacific airlines has announced key changes to its management roles across the Southeast Asian region. 

The appointments span from Cathay Pacific’s regional office in Singapore with new key roles, to new country managers in Indonesia, Philippines, Malaysia, Brunei, Vietnam, and Cambodia. 

Cathay Pacific’s regional office in Singapore will see the appointment of Jonathan Ng, regional head of customer travel and lifestyle, Southeast Asia, replacing Ray Fung, who is now head of lifestyle strategy and partnerships in Hong Kong. Prior to his current role, Ng was seconded to HK Express as general manager, corporate planning, he was part of the transition team following the acquisition of the low-cost carrier by the Cathay Group.

Adding to Singapore’s regional office is Ashish Kapur as the regional head of cargo, Southeast Asia, replacing Siddhant Iyer, who will take on the role of head of cargo markets and customer solutions in Hong Kong. Prior to his current role, Kapur was the area manager for Cathay Pacific in Northern Europe, where he oversaw the entire Northern European operations and managed the teams based in the Netherlands, Belgium, Germany, Switzerland and Scandinavia.

Notably, Dominic Perret remains the regional general manager for Southeast Asia, where he is responsible for all commercial, operational and support functions across the seven countries that Cathay Pacific operates in across the region. 

For the new country managers in Southeast Asia, Cathay Pacific has appointed Tony Sham as the country manager for Indonesia, replacing Matthew Choi, who is now general manager of corporate planning for HK Express. Prior to his current appointment, Sham worked as regional head of customer travel and lifestyle for Northeast Asia in Tokyo.

Vishnu Rajendran steps in as the country manager for Philippines, replacing Donald Morris, who is now country manager of Korea. Rajendran was area manager of the Middle East, and was also acting country manager for South Africa & the Indian Ocean, as well as Acting Country lead for Sri Lanka & Maldives.

Robbie Blackwood joins as country manager for Malaysia & Brunei. Based in Kuala Lumpur, he replaces Roger Li, who is now a cadet pilot with Cathay Pacific. Blackwood has gained experience in key areas for Cathay, including cargo, customer experience, and people (HR).

Nicolas Masse also enters as the new country manager for Vietnam & Cambodia, based in Ho Chi Minh City, Masse replaces Jason Choi, who is now regional head of customer travel and lifestyle, Northeast Asia. Prior to this, Masse was Cathay Pacific’s country manager for Korea.

Lastly, Keri Lui remains as the country manager for Thailand, based in Bangkok.

Kuala Lumpur, Malaysia – Global antiseptic brand Dettol, together with its creative agency, Kingdom Digital has recently launched its latest campaign in celebration of Malaysia’s National Day.

Produced by Imagineers Film, Dettol and Kingdom Digital’s campaign film aims to celebrate firefighters and the one common legacy they share, which is to protect at all costs.

The film, titled ‘A New Legacy to Protect’,  features TPgB Syed Shahril Anuar, the station chief of the Subang Jaya Fire Station, as he shares how his late father inspired him to become the person he is today and to carry on the legacy his father began.

Tiffany Tang, the marketing director of health and hygiene at Dettol Malaysia, said, “Dettol exists to protect lives by reducing the burden of illness because keeping people healthy and safe is at the forefront of our minds. It is our mission to inculcate good hygiene habits to break the chain of infection through trusted science and innovative developments. Protection is more than action. Rather, a legacy we all share for generations.”

Meanwhile, Edmund Lou, head of strategy at Kingdom Digital, said, “Frontliners have been and will always be at the forefront of protection. Then there are the firefighters, the least celebrated frontliners. And to meet a firefighter with a strong heritage and meaningful legacy was truly an unexpected blessing.”

New Zealand – Media agency Initiative has been appointed as media partner to New Zealand bank ASB and will be expanding its global footprint by launching in New Zealand as ‘Initiative Aotearoa’.

As ASB’s media agency partner, Initiative Aoteroa will be delivering innovative and integrated media strategy, planning, and buying across all channels.

The new business announcement follows a competitive pitch process which saw expressions of interest from a group of high-caliber local and international agencies, with the contract taking effect on September 1. 

Commenting on the partnership, Helen Fitzsimons, chief marketing officer of ASB, said, “We were inspired by Initiative’s philosophy and the impact this is having for its clients around the world. Initiative’s energy, strategic thinking, data smarts, and overall approach were aligned to ASB’s transformational agenda and the ambitions of our marketing practice. We’re excited to welcome Initiative Aotearoa to New Zealand and to the ASB team.”

Melissa Fein, CEO of Initiative AuNZ, also mentioned a move to open a New Zealand office has been on the agency’s agenda, but it was waiting for the right brand to launch with.

“We’ve always admired the sheer creativity of marketers in New Zealand and share their philosophy on embracing bold cultural ideas to fuel growth. As such, a New Zealand presence was always on our radar, but we were waiting for the perfect partner to set up shop. ASB is that partner”, added Fein.

Meanwhile, Sam Geer, managing director of Initiative AuNZ, commented, “We’re excited for this partnership that will see global expertise with the best of New Zealand, delivering innovative solutions in support of ASB’s ambitious plans.”

Singapore – Global advertising agency Havas has announced the promotion of Darrell Nelson as the CEO of Havas Japan, and Aga Giedroyc as the CEO of Havas Thailand, taking over former Havas Thailand CEO, Santiphong Pimolsaengsuriya.

These appointments follow Havas’ recent leadership appointments in Malaysia and Cambodia, moving towards its growth plan in the involved regions.

In his new role, Nelson will collaborate closely with his teams to drive new business and local client strategies, focusing on leveraging Havas’ integrated capabilities for growth. He will also continue to serve as the APAC head of cultural strategy.

Meanwhile, Giedroyc is now tasked with leading Havas Thailand’s business operations and implementing comprehensive plans for growth. Her experience with Havas has played a crucial role in catalyzing the agency’s transformation, forging trusted relationships with clients, and spearheading digital capabilities across the network. She will also be continuing her current role as the EVP of corporate development for Havas SEA, Japan, and Korea. 

Speaking on his appointment, Nelson said, “I am thrilled to take on the leadership role and contribute to Havas’ ongoing expansion in Japan. I feel incredibly fortunate to already have an amazing and diverse team in place, dedicated to driving impactful and creative work for a great roster of clients here in Japan.”

“Our integrated Village model, which seamlessly combines creative and media efforts while collaborating with our Vivendi partners, continues to be the driving force for growth. As we continue to expand with new offerings in market, we are in a great place to continue the momentum we have in Japan and across the region right now”, he added. 

Also sharing her thoughts on her promotion, Giedroyc mentioned, I am eagerly anticipating this journey, where I’ll work alongside a remarkable team to infuse Thailand’s unique creativity into Havas’ ethos, ensuring we continue to shape meaningful brands that truly matter through a synergy of creativity, media, and entertainment.”

Meanwhile, Alberto Canteli, CEO/chairman Havas, Nordics, CEE & Middle East, SEA, Korea & Japan, commented, “The new leadership structure aims to accelerate the development of the collaborative Village model and strengthen our position in the crucial Southeast Asian and North Asian markets. Darrell has consistently demonstrated his commercial acumen and ability to grow our business in Japan. Aga’s proven ability to build and enhance capabilities in the region will augment our value proposition in Thailand and reinforce our commitment to creative excellence and smart media accountability for growth and momentum.”

Bangkok, Thailand – KFC Thailand unveiled its newest trilogy of relatable advertisements that tapped into the insights of Thai people on how lunchtimes have become a dull mealtime routine. 

The latest advertising campaign is KFC Thailand’s answer to the daily work rush experienced by hardworking employees who are caught in work chaos and forget their sacred rest periods during lunch. It aims to remind the hardworking Thais that lunchtime is intended to be a pleasurable hour of their day to pause, refuel, and reflect while connecting with their colleagues.

KFC Thailand’s new advertising campaign also comes with the launch of ‘The Colonel’s Lunch’, a special lunch set that offers an affordable variety of menu pairs and aims to put an end to lackluster lunch breaks. 

With the combination of their original and iconic menu items, KFC’s ‘The Colonel Lunch Special’  promises a more fun and delicious menu for lunchtime without spending much.

Sakechai Choomuenwai, the general manager of Yum Restaurants International in Thailand, said, “There is no time anymore to think of food the way we used to. Many of us are too busy, so we tend to grab obvious snacks to keep us going through the day, without even tasting it most of the time! KFC, as usual, is on a mission to rescue lunchtime with a more positive approach – and a delicious one too.”