Tag: M&C Saatchi

Kuala Lumpur, Malaysia – M&C Saatchi Kuala Lumpur has been appointed as the lead creative agency for the upcoming launch of the Toyota Vios 2023 car model in the country. The remit includes above-the-line (ABL) and below-the-line (BTL), digital, and experiential advertising.

The ‘Defy Expectations’ campaign for the Toyota Vois kicked off recently this March 20, with a media launch followed by film, print, digital and OOH presence.

Nisha Devina Roy, managing director of M&C Saatchi KL, said, “The Vios legacy meant we had to ‘defy expectations’ as the new agency in the Toyota roster. But truth be told, we were fuelled by the passion of the clients themselves. It was a truly collaborative partnership in every sense.”

Meanwhile, Nicky Lim, UMW Toyota General Manager of Marketing, commented, “M&C defied the brief and challenged us constructively. We expect our partners to continue to challenge us so that brand Toyota will be the eventual beneficiary. It’s the kind of proactive relationship we wanted.”

The new remit win comes on top of M&C Saatchi’s recent agency updates, including new additions to the management team and new offerings that led to a string of wins including Sime Darby Property, Hong Leong Bank and Sephora, to name a few.

Australia – Following a successful four-year relationship, the Australian Olympic Committee (AOC) has announced the extension of their partnership with M&C Saatchi Sport & Entertainment as its official creative agency for three more years.

The resumed partnership follows the success of AOC’s ‘Have A Go’ campaign for the Tokyo 2020 Olympic Games, led by M&C Saatchi Sport & Entertainment. The campaign aimed to inspire Australians of all ages to ‘Have A Go’, which acknowledges that not everyone’s journey to the Olympics is a path to athletic glory. 

With this, the agency will continue the development and evolution of the campaign as the AOC gears up for the Paris 2024 Olympic Games. The agency will also provide support on a range of activities for the Australian Olympic Movement.

“Since the first modern Games in 1896, Australia’s Olympians have been inspiring generations of Australians with their dedication, commitment, and courage. ‘Have A Go’ has proven to be a highly engaging and effective program so we are really excited to extend our partnership with M&C Saatchi Sport & Entertainment to build on this momentum in the lead up to Paris 2024,” said Matt Carroll, CEO of AOC.

Krystyna Frassetto, managing director of M&C Saatchi Sport & Entertainment Australia, also said, “Every four years the Olympic Games galvanises our country in a way few events can match. It’s a privilege to be continuing our partnership with the Australian Olympic Committee and play a role in a sponsor community with other leading domestic and international brands.”

M&C Saatchi Sport & Entertainment is part of the global Sport & Entertainment network within M&C Saatchi Group, specialising in sponsorship, public relations, experiential, and influencer engagement.

Sydney, Australia – Creative agency M&C Saatchi has announced the appointment of its Australia Group CEO Justin Graham as its first global head of advertising network. The announcement is part of its Moving Forward transformation program to be presented at the Capital Markets Day today, 8 February.

In the newly created role, Graham will be responsible for defining and leading a unified global advertising proposition for M&C Saatchi and building its core capabilities within key regional hubs as well as helping drive the global client base.

He will also be working closely with Moray MacLennan, CEO of M&C Saatchi PLC and Chief Growth Officer of M&C Saatchi Group Wendy Dixon.

Speaking about his new role, Graham said, “Leading a world-famous creative brand into its next exciting chapter of growth is an incredible opportunity. It’s never been a more interesting time to look at the role that technology, storytelling, and creativity can play in driving meaningful change for brands and society.”

MacLennan also commented that Graham’s focus will be on delivering the agency’s ambition of creating a ‘frictionless’ global advertising network.

“Agile. Seamless. Borderless. Justin has been at the forefront of creating not only Australia’s leading creative agency, but one of the leading agencies in the world. His focus will now be on delivering on our ambition,” he said.

Last November, M&C Saatchi also appointed Michael McEwan as its CEO for AUNZ market.

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.

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.

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.”

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.” 

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.

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.”

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.