Marketing Featured ANZ

M&C Saatchi elevates Michael McEwan as CEO of AUNZ

Sydney, Australia As part of its new national structure development, creative agency M&C Saatchi has announced the promotion of Michael McEwan as CEO for the AUNZ region. He will be reporting to Justin Graham, CEO of M&C Saatchi Group AUNZ.

Prior to his new role, McEwan was managing director of the AUNZ team. Previous experience also saw him holding a managing director role at Ogilvy Australia for more than a year.

McEwan will be bringing his 25 years of experience working with some of the world’s most progressive brands locally and internationally. His appointment will help enable greater client accessibility to the agency’s diverse talent pool.

Speaking on his elevation, McEwan said, “I’m excited about the opportunity to further help lead M&C Saatchi’s growth, bringing our diverse and specialised thinkers together to create more brilliant work and exceptional outcomes for our clients.”

He added, “Equally, our industry in partnership with our incredible clients provides a unique responsibility and platform to have a voice to drive positivity and progress. It’s what I believe those in our team care about and where they want to focus their talent and energy. Opportunities to make a difference and apply our creativity are all around us, it’s certainly an exciting time.”

Graham also commented, “Michael has gone from strength to strength within the M&C Saatchi Group. Now elevated to the CEO role, he will run at multiple new business opportunities with our borderless creative offering.”

The national restructure began earlier this year with the promotion of Emma Robbins to national executive creative director.

M&C Saatchi has also been making leadership appointments in other countries, including Nisha Devina Roy’s appointment as managing director for Kuala Lumpur and the new leadership team in Singapore.

Marketing Featured ANZ

M&C Saatchi appointed as poultry company Baiada’s social agency

Sydney, Australia – Marketing agency M&C Saatchi has been appointed as the social agency of Baiada, a private company that produces poultry products. This will see the agency responsible for managing its brands’, Lilydale and Steggles, social activity.

The appointment by Baiada also further builds on M&C Saatchi’s social portfolio, having been appointed Woolworths’ paid social agency in July.

“We’re on a mission to accelerate brand growth. M&C Saatchi, as our lead creative agency, is well placed [on integrating] ‘social’ as part of their remit to give us a holistic creative solution,” said Yash Gandhi, Baiada’s head of marketing.

Meanwhile, Sian Cook, managing director at M&C Saatchi, commented, “Baiada are a brilliant and longstanding partner we’re proud to have created lots of great work with. So, we’re thrilled to extend that partnership and supercharge social for Steggles and Lilydale.”

Earlier this year, M&C Saatchi Sydney announced the additions to its creative team, namely Julian Lock, the new craft designer, Billie Gurr and Jake Rowland, the new junior art directors, and William Campion and Claire Kirby, the new junior copywriters.

Marketing Featured Southeast Asia

M&C Saatchi Indonesia launches new shopper marketing, brand experience specialism ‘M&C Saatchi Shopex’

Indonesia – Independent agency M&C Saatchi in Indonesia has its new shopper marketing and brand experience specialism called ‘M&C Saatchi Shopex’. This division is designed to deliver omnichannel shopper and brand experience solutions to clients.

The scope of services from M&C Saatchi Shopex includes shopper strategy, retail design and production, shopper technology, planogramming, interactive display technology, events and activation, metaverse solutions, and e-commerce integration (O2O), as well as shopper performance research and analytics, amongst others.

Moreover, the agency has developed a proprietary tool that measures the ‘Experience Gap’ in consumer journeys across omnichannel landscapes for any given brand. Through its services, the agency also aims to create a net-zero experience gap, where consumers experience delight through synergies in their brand experience. Measures of success, according to the agency, are metrics that improve the Net Promoter Scores (NPS) after every brand interaction, as well as improved ROAS, as every brand experience translates to commerce. Through this vertical, M&C Saatchi will also work with retailers and e-commerce platforms on the supply side, and with brands on the demand side

Commenting on the developments, Anish Daryani, founder and president director of M&C Saatchi Indonesia, said, “As a specialism, we will map and curate customer journeys, online, offline and everything in between. Not only do we have the capability of creating memorable experiences, but also measure their impact with respect to how they contribute to commerce.”

Meanwhile, Moray MacLennan, global CEO and chairman at M&C Saatchi Group, noted, “Indonesia has been one of our best-performing businesses. Innovation and capacity creation have been key to their growth. The launch of M&C Saatchi Shopex delivers on our commitment to offering connected creativity to our clients.”

The agency has brought on board Michael (Mike) Forster as managing director of M&C Saatchi Shopex. Prior to his appointment, Forster was CEO of Geometry Global Korea. In 19 years at WPP agencies, he has held end-market, regional and global leadership roles, while in his 12 years in Asia, he has run businesses in Malaysia, Hong Kong, Korea, and Indonesia

On his appointment, Forster commented, “I was seduced by the stupendous growth story of M&C Saatchi Indonesia, and was eager to be a part of it. Indonesia is far behind its consumers’ expectations around brand experience, and I’m here to pioneer a new commerce and brand experience movement in the country through M&C Saatchi Shopex.”

Daryani also shared, “We have put together a team of specialists that have mastered the art of shopper and experiential marketing across markets. In Mike, we see the leadership and experience to make M&C Saatchi Shopex one of the most profitable verticals of our business, while delivering value to our clients at many multiples over their investments.”

Marketing Featured Southeast Asia

M&C Saatchi Indonesia wins Sun Life Indonesia’s business

Jakarta, Indonesia – Independent agency M&C Saatchi in Indonesia has won the business of Sun Life Indonesia, following a multi-agency pitch that saw 6 agencies participate. Through the new business, M&C Saatchi will be developing a new brand platform for Sun Life Indonesia and executing it through the line. 

Sun Life Indonesia has been operational since 1995, and provides clients with a comprehensive range of protection and wealth management products, including life insurance, education insurance, health insurance, and retirement plans. The brand’s purpose is to help our clients achieve lifetime financial security and live healthier lives. 

Speaking about the recent update, Shirley Ge, chief marketing officer at Sun Life Indonesia, said, “At Sun Life Indonesia, we have been leading innovation as a fast growing brand, with a clearly defined brand purpose to help Indonesians families achieving financial security and live healthier lives.” 

She added, “We were seeking an agency partner that resonates our values and is brave at challenging market stereotypes in the insurance category. In M&C Saatchi Indonesia, we found our match.”

Meanwhile, Anish Daryani, founder and president director at M&C Saatchi Indonesia, said, “The post pandemic era has opened people’s eyes to the need for financial security, which is great for the insurance sector, which has otherwise seen rather low penetration in Indonesia.”

He added, “I believe Sun Life Indonesia is an ambitious brand with a very clear goal, and we are committed to drive value for them with our infectious enthusiasm and channelising their purpose to commerce.” 

Marketing Featured Southeast Asia

Nisha Devina Roy appointed as M&C Saatchi KL’s new MD

Kuala Lumpur, Malaysia – Nisha Devina Roy, formerly the regional head of integrated strategy and content at GrowthOps, has been appointed as the new managing director of M&C Saatchi Kuala Lumpur. As MD, Nisha will be overseeing M&C Saatchi’s portfolio of clients ranging from Celcom, BOH Tea, Ford, Hong Leong Bank, MBSB, MDEC and Etika.

She brings into the agency 14 years of extensive experience ranging across a variety of industries from telco, banking, FMCG, and automotive.

Speaking on her new role, she said, “It’s a privilege to be given this opportunity to apply my experiences in creative marketing and technology. Armed with my toolkit – I’m confident we’ll power innovation through creativity – but more importantly, to evolve and position M&C Saatchi as a place that creates meaningful change for our clients.”

Meanwhile, Lara Hussein, CEO of M&C Saatchi, commented, “I’m really excited to welcome Nisha to join our management team. She possesses a solid holistic skillset ranging from strategy, digital marketing, account management, and together with her business acumen, she will complement and strengthen our current team even more. Not to mention her infectious energy and passion will be welcomed by everyone here.”

The new appointment follows the recent appointment of Yew Pong Hor as executive creative director. The addition of these senior leaders continues M&C Saatchi’s momentum.

Marketing Featured Southeast Asia

PermataBank sends out message of saving goodness in latest Raya ad

Jakarta, Indonesia – In the spirit of the upcoming Hari Raya festivities, Indonesian financial services company PermataBank has released an ad showcasing the importance of saving goodness amidst the long-celebrated festive season.

Conceptualised alongside creative agency M&C Saatchi Indonesia, the film titled ‘#NabungKebaikan’, roughly translated to #SavingGoodness, follows the story of interactions between a father and son and teaches viewers the values of giving, sharing and caring, and how goodness comes back to people who have given.

Speaking about the ad release, Anish Daryani, founder and president director at M&C Saatchi Indonesia, said that they wanted to send out a message of goodness instead of being ‘preachy’, adding on spreading the core essence of Ramadan, while still subtly establishing the idea of savings with PermataBank.

“The #NabungKebaikan theme for Ramadan applies to an integrated campaign that extends to banking products, promotions and offers, across the PermataBank portfolio. Through this, we’d like to demonstrate how we translate how brand purpose translates to commerce, enhancing brand affinity and actual revenue for the brand,” Daryani said.

Meanwhile, Glenn Ranti, division head of marketing communication at PermataBank, commented, “Saving is not simply about how much money we save, but also about creating and maintaining the good habit. The Holy Month of Ramadan, is the right moment for us to spread the spirit of #NabungKebaikan.With that in mind, PermataBank is committed to continuing to provide various benefits and conveniences for its customers to fulfil their needs in this blessed month.”

Ranti added, “We present a variety of attractive promotions in a series of PermataBank products and services that can be enjoyed by all customers and their families.With these promotions, we are looking forward to providing added value to our customers during Ramadan, while still living up to the spirit of #NabungKebaikan.”

Marketing Featured Southeast Asia

M&C Saatchi Indonesia appoints Kunal Sinha as group chief strategy officer

Indonesia – Performance marketing agency M&C Saatchi in Indonesia has announced a new leadership through Kunal Sinha, former executive director of Kantar, who is now its group chief strategy officer. Sinha’s appointment is effective immediately.

Aside from Kantar, Sinha has worked with agencies such as JWT, Ogilvy, and McCann, as well as The Futures Company on a variety of projects, including trend forecasting on the Future of Technology, India’s top 50 growth markets, and the future of AI for Mastercard. 

Over the past few years, he also worked with a wide range of companies in Asia, such as BAT, Unilever, Intel, and Mondelez to Arla Foods to Smithfield Foods. Additionally, he has worked on market innovation projects with firms like Aegon Life and The Times Group as well as non-profits like Unicef and AmCham.

Commenting on his appointment, Sinha said, “It’s never too late in your career to set a new goal or dream a new dream. Joining the ambitious team at M&C Saatchi Indonesia gives me just the kind of rush one needs to put Indonesia on the world’s  advertising and marketing map.”

Meanwhile, Anish Daryani, founder & president director of M&C Saatchi Indonesia, shared that he’s been an admirer of Sinha’s work since he was an account executive back in Ogilvy. 

“As we build our integrated business model, we believe that Sinha will bring in his wealth of experience to strengthen our strategic thinking across all our specialisms that include brand consulting, digital marketing, shopper and experiential marketing, reputation marketing, as well CRM and big data analytics,” Daryani said.

“We make a dream team together, and his unbound passion has already infected everyone in the agency. We look forward to achieving a lot together,” Daryani adds.

Marketing Featured Southeast Asia

Telco XL Axiata promises ‘more’ in new campaign, unveils new icon

Indonesia – As XL Axiata repositions itself to be relevant not just to the individual, but to the entire family, the Indonesia-based telco provider has launched a new brand campaign that targets progressive Indonesian families.

The new film, which was developed in collaboration with performance marketing agency M&C Saatchi Indonesia, demonstrates XL Axiata’s unwavering loyalty to its users across the country, every step of the way.

Titled ‘We Are More’, the campaign talks about the progression in the life of a female subscriber as she goes through many different stages while staying close to her loved ones, and the ones who support her success, including XL Axiata. The song in the background narrates her life’s story – ‘I sing a thousand love songs, I write a thousand tales, the time that belongs to us, belongs to us’.

Moreover, the telco has also unveiled its new iconography called ‘Mo’, which projects one half of the XL logo as the ‘greater than’ sign, promising ‘more’ to all stakeholders.

Alfons Eric Bosch Sansa, XL Axiata’s CMO, noted that XL has come a long way in realising its purpose, and they are taking it a step further by being a brand that focuses on serving and supporting Indonesian families achieve their collective ambitions. 

“Through this campaign, we also attempt to deter from the unconscious bias that the industry has towards the portrayal of the role of women in society,” said Sansa.

Meanwhile, Nadia Yuliani, M&C Saatchi’s creative director for Indonesia, shared that with this film, XL hopes to unite Indonesians closer to their families, and remind them that XL will always share the values that they hold to keep their loved ones together throughout their lives. 

“We wanted to portray this through the story of a woman who is supported by XL at every phase of her life,” said Yuliani.

Anish Daryani, M&C Saatchi’s founder and president director for Indonesia, said, “By creating stronger relevance for XL in the lives of Indonesian families, this is an opportunity to demonstrate how Brand Purpose can translate to commercial success. It’s another way we can create, lead and manage change in a dynamic society that’s always aspiring for a better life.”

Marketing Featured Southeast Asia

M&C Saatchi announces new leadership team for SG

Singapore – Performance marketing agency M&C Saatchi has announced its new leadership team in Singapore, namely Madina Kalyayeva as managing director and Ali Shabaz as chief creative officer. Both hires will report to Richard Morewood, CEO for Asia at M&C Saatchi.

Both hires will be responsible for strengthening the agency’s integrated communications offering with a vision to rebuild it into a digital-first, Web3-ready outfit. A key focus for them will be to identify and develop the right people and partnerships to deliver impactful brand storytelling and innovative solutions across every touchpoint.

Kalyayeva joins the agency from R.S.V.P PR & Lifestyle Communications Agency, where she served as a managing director. Prior to this, she has had stints at Grey Group and McCann, working on clients that include Qatar Airways,, Coca Cola, and WWF, among others.

Speaking about her appointment, she said, “The foundation of new technologies like Web3 and metaverse are still being laid, and brands are still exploring the space. We are hoping to put the right expertise – people and partnerships – in place to navigate, create and lead meaningful changes, not just in the real world, but also in the metaverse.”

Meanwhile, Shabaz comes to M&C Saatchi with over 20 years of experience in the marketing and communications industry across SEA and the Middle-East. He has worked at multiple international agencies including BBDO, JWT, Grey and RAPP, and most recently the Chief Creative Officer at Publicis Groupe.

He said, “It is truly a fantastic time to be in advertising. There is a buzz in the air and we are seeing amazing, never-before creative opportunities to tell great brand stories. I’m very excited to join the team at M&C Saatchi. The agency has a great culture and strong vision of the future. Working with Richard, Madina and the whole team is going to be inspiring. I think we are definitely looking at some interesting times ahead.”

Commenting on the new appointments, Morewood said, “I’m so delighted that Madina and Ali are joining M&C Saatchi Singapore. They have an amazing plan for the agency, combining world class creativity with future thinking digital vision, which will be a real point of difference for clients both in Singapore and as part of the M&C Saatchi Southeast Asia hub.”

Lastly, Moray MacLennan, CEO at M&C Saatchi, added, “We welcome Madina and Ali who will be hitting the accelerator pedal on our Southeast Asia strategy – digital first, fully integrated, delivering meaningful change.”

Marketing Featured Southeast Asia

Latest report unveils how marketing tactics affect buying decisions for formula milk in Vietnam

Vietnam – A new report by the World Health Organisation (WHO), in partnership with the United Nations Children Emergency Fund (UNICEF) and M&C Saatchi, has unveiled how aggressive marketing tactics have drastically changed how mothers decide as to what formula milk they would like to buy.

In Vietnam, around 92% of Vietnamese respondents say that they have been exposed to marketing tactics related to formula milk in the preceding year. In regards to the top channels where formula milk marketing is seen or heard among mothers, the top three channels in Vietnam were TV (86%), YouTube (35%), and social media (35%).

Another type of marketing tactic mothers often see are free samples, with 28% of respondents saying they receive free samples of formula milk in hospital, 22% receiving free samples of formula milk outside hospital, and 35% from either of them.

Almost one in five women in Vietnam (19%) reported seeing promotional booths in a health setting, offering women promotions, ‘advice’ and free samples, often in exchange for women’s contact information to allow companies to follow up later with consultation calls and promotions. Following that, formula milk representatives contact consumers online, through social media, and on the phone, and present themselves as legitimate sources of advice and support for women.

The report also noted that marketing campaigns in several countries focused on how domestic products are more “tailored to local stomachs” than international products to counter the influence of foreign brands gaining traction with women and health professionals.

“Formula milk companies use sophisticated techniques and misleading messaging to market their products, including scientific language and imagery, pain points, and emotional and aspirational appeals. They also assume a friendly, supportive role to pregnant women and mothers, exploiting vulnerabilities to gain access and increase sales,” the report said.