Tag: McCann Worldgroup

India – Air India, India’s global airline, today unveiled ‘Safety Mudras’, a new in-flight safety movie that blends safety instructions with India’s vibrant culture. The video features a dancing style that is on display and provides a particular safety lesson, imparting important knowledge in an interesting and culturally relevant way. 

The video, which was created and produced in partnership with Prasoon Joshi of McCann Worldgroup, Shankar Mahadevan, and Bharatbala, is carefully designed to impart vital safety information, engage passengers, and highlight the richness and diversity of Indian culture.

Indian folk art and classical dance have been used as teaching and narrative tools for ages. The latest in-flight safety film from Air India blends safety instructions with eight different dance forms from throughout the nation: Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha.

A young female passenger is shown in the video being warmly greeted by an Air India cabin staff member, and her attention is brought to the Air India “Vista,” a golden window frame that was revealed last year as a key component of Air India’s new global brand identity. A beautiful cultural display opens up before her as she glances playfully through the ‘Vista’.

The video, which features music by singer-composer Shankar Mahadevan, urges viewers to experience a combination of culture and safety. This project, which took place over the course of six months, required the creators to journey throughout India and visually capture the essence of the nation through captivating places.

Modern in-flight entertainment screens on Air India’s recently launched A350 aircraft would be the only place where passengers may first view the safety movie. It will gradually be installed on further Air India planes.

Speaking about the safety video, Prasoon Joshi, chairman of McCann Worldgroup Asia Pacific, CEO & CCO McCann Worldgroup, said, “Tasked with the challenge to create a concept that keeps passengers engaged, embody Indian culture and elevate the Air India brand globally, we went to great lengths to poise the essential and the evocative. Indian classical dance forms have one unique dimension – storytelling. And that is what made me think of this idea of using these Indian dance forms to deliver the safety instructions for air travel.” 

He added, “I am fortunate that this idea found resonance with the fantastic Air India team. And, with a longtime friend and ever brilliant Bharatbala who really made this thought possible. It’s indeed a matter of pride for McCann to work with Air India.” 

Meanwhile, Shankar Mahadevan, singer and music composer, expressed, “I am very happy I got to create the music for the safety instruction video for Air India. With the new chapter of Air India, their safety instruction video too is pathbreaking and very culturally rich. It is a combination of the various dance forms from India – with the dancers demonstrating the safety briefing actions by way of mudras. The music changes as per the dance form as well. Cheers to Air India for creating something that has never been done before, I am very proud to be a part of this.” 

Furthermore, Bharatbala, Indian film director, producer and screenwriter, stated, “Having previously worked on projects that showcase the cultural diversity of India, this nuanced opportunity from Air India, enabled me to present our timeless classical and folk-art forms with a contemporary vision. We are an ancient country but with a modern outlook. And for India’s leading global carrier, Air India, to communicate a safety mandate in this manner brought even more responsibility on me to create a spectacle.” 

“Filming across the beautiful landscapes and monuments, giving each dance form its place of pride, is truly an enriching experience. This journey enables the passengers to experience India visually, musically, and emotionally on a grand canvas. This film will be etched as one of my special creations and I hope will be an added feather in the rich legacy of Air India. Welcome on board!” Bharatbala added. 

Japan – McCann Worldgroup Japan announced the appointment of leadership within its agency brands, McCann and Craft. Takashi Aoki will join McCann Erickson Japan Inc. and Craft Worldwide Inc. as representative director and president, taking effect on October 1, 2023. 

Aoki will be under the direct supervision of Ji Watson, the CEO of McCann Worldgroup Japan. He will collaborate closely with the regional and global network to lead the Japanese teams in delivering impactful solutions to help clients expand their businesses.

Aoki brings over two decades of experience as a strategic thinker in the realms of marketing, branding, and customer experience from his previous position as managing director of Media.Monks Tokyo. Throughout his career, Aoki has contributed to a diverse portfolio of global and domestic brands in industries such as FMCG, luxury, cosmetics, tech platforms, automobiles, tourism, pharmaceuticals, and food and beverage. He has worked for Dentsu Y&R Tokyo, J. Walter Thompson Japan, J. Walter Thompson Shanghai, Publicis Groupe, and Saatchi & Saatchi Tokyo.

Speaking about the appointment, Watson commented, “I am delighted to welcome Takashi Aoki to our management team. His multi-market knowledge and expertise leading cross-functional teams make him uniquely suited for this role. I very much look forward to working closely with him and our existing leadership team, accelerating our transformation to become the irrefutable leader in the business of creativity.” 

Meanwhile, Aoki expressed, “I am very excited to take on this role leading McCann and Craft in Japan. Both agencies have a unique presence in Japan, being part of a global network, as well as having a deep understanding of the Japanese market and also a strong roster of clients. I look forward to continuing to develop creative and effective solutions that address the challenges our clients face in this rapidly changing world, working closely with the teams in Japan as well as the APAC regional and global teams.”

Singapore – Advertising agency McCann Worldgroup has announced the appointment of Shilpa Sinha as the new chief strategy officer of the APAC region. 

In her new role at McCann Worldgroup Asia Pacific, Sinha will be taking the reins from former CSO Richard McCabe, and will be bringing her two decades of experience in marketing strategy to the table.

Sinha is an experienced global marketer and strategist with a strong track record working in major markets including India, UK, China and Russia, for agencies including Grey, FCB and Ogilvy. She served as Head of Strategy & Transformation for McCann Moscow before the agency closed its operations in Russia in 2022. 

Sinha has also held a unique combination of senior roles in brand management at Unilever and strategic planning leadership at prominent agency networks, bearing experience in building leader and challenger brands across diverse categories, and even winning the first ever Gold Cannes Lion for any IPG agency in Russia.

Ghassan Harfouche, President of McCann Worldgroup Asia Pacific, said, “I’m so excited to have Shilpa move back to our region and know that her global experience and emphasis on effectiveness will add significantly to our client work.”

Meanwhile, Harjot Singh, global CSO of McCann Worldgroup commented, Having worked with Shilpa for six years, I’m thrilled that she is taking the baton. She has a proven track record in key global markets, including regional powerhouses, China and India, and combines creative smarts with rigour and passion. I can’t think of a better person to help our APAC brands earn a meaningful role in people’s lives.”

Speaking on her own promotion, Sinha stated, “After eight years away, I am excited to be back in vibrant Asia, one of the significant growth engines in the dynamically evolving world order. It’s amazing to have the opportunity to move within the McCann Worldgroup family and work on our incredible brands. I’m really looking forward to hitting the ground running.”

Shanghai, China – McCann Worldgroup China has announced the launch of its dedicated influencer marketing business unit. The new division aims to improve integrated marketing campaigns by combining creativity and influence through unique marketing tactics. 

It has also appointed Eve Rong to take the lead in said position as influencer marketing director, whose background spans entertainment journalism, copywriting planning, public relations, and business positions in the advertising industry. Before joining McCann, Rong served as the director of artist coordination for a variety show production company, where she played a pivotal role in the success of popular shows like The Voice of China and Street Dance of China.

With the ever-expanding Chinese social media ecosystem, influencers have emerged in every field, and brands are keen to leverage their impressive consumer following to enhance their marketing efforts.

McCann Worldgroup China’s dedicated Influencer Marketing unit offers an entertainment marketing resource and access to a large and ever-expanding pool of opinion leaders. Furthermore, it provides a high level of strategic thinking and vision to maximize the effectiveness of utilizing Key Opinion Leaders (KOLs).

Shun Wu, managing director of McCann China, expressed the need for diverse solutions in today’s evolving marketing landscape. She emphasised the growing importance of influencer marketing and the expertise that McCann brings to this field. 

Wu also believes that by embedding influencer marketing into the planning stage of marketing campaigns, McCann aims to breathe innovative life into executions and achieve exceptional client results. Moreover, Wu remarked that with Rong at the helm, McCann Worldgroup is poised to establish influencer marketing as a core competency, driving market success.

India – McCann Worldgroup India has won the duty for Air India‘s advertising and marketing communications. Before choosing McCann Worldgroup India, the international airline, supported by the Tata group, had a detailed evaluation process that included several agencies.

The agency plans to develop a branding platform and put into operation a wide range of multi-channel marketing communications. This collaboration’s selection procedure included a comprehensive assessment as part of a multi-agency presentation.

Nipun Aggarwal, chief commercial and transformation officer, Air India,said, “We are building Air India as a ‘Global Airline with an Indian Heart’. This is a brand that is close to the heart of flyers around the world, and the new Air India will be a manifestation of the aspirations of the global Indian. With McCann Worldgroup as a partner, we expect to transform the brand into one of the most admired and trusted brands in India and overseas.”

Meanwhile, Prasoon Joshi, CEO and CCO at McCann Worldgroup India, expressed, “Air India is a brand that inspires us, and we are excited to partner with them as they chart a new course. We are thankful to our stellar management team at McCann Worldgroup India and our global leadership for their contributions. We look forward to collaborating with Air India and offering the best-in-class strategic and creative services that build on and take the brand to newer heights” 

Daryl Lee, Global CEO, McCann Worldgroup, concludes, “We are honoured to partner with Air India at this pivotal and exciting time in the brand’s history,” he also added, “Air India’s ambition is bold, their heritage is undeniable, and the opportunity to showcase the wonders of today’s India is immense. It is our privilege to write the next great chapter of this iconic brand for the world, and to help Air India earn an even more meaningful role in people’s lives in India and around the globe.”

Singapore – Global hospitality brand Shangri-La has launched a new visual film, titled ‘Find Your Shangri-La’, under its new global brand campaign which launched in May. 

The film, done in collaboration with McCann Worldgroup Southeast Asia, kickstarts Shangri-La’s significant initiative to showcase the hotel brand’s ongoing efforts in inspiring guests to discover their ‘own moments’ of joy. It also highlights the brand’s commitment to delivering unforgettable experiences through the ‘authentic’ and the ‘unexpected’.

The development of the film engaged GRAMMY® award-winning film director, Dave Meyers. To drive home the brand’s unique vision, the film is a remarkable departure from category norms. Instead of showcasing property amenities and lifestyle moments, ‘Find Your Shangri-La’ employs whimsical metaphors, fantastical characters, and magical storytelling. 

Leveraging on the film’s name which is also the campaign’s title, it highlights Shangri-La as not just a physical place, but as a state of mind associated with the joyful moments within the hotel experience.

The film centres around the journey of a peony flower, the protagonist, as it makes its way through the whimsical world of Shangri-La’s properties, searching for its own personal Shangri-La. As it explores the world, the peony encounters various other ‘guests’, each enjoying their own whimsical versions of Shangri-La. 

Whilst these characters and their Shangri-La’s are fantastical, they were designed very strategically. Each subtly represents a different guest subset, such as foodies (the hummingbird), honeymooners (the wedding dress), wellness seekers (the penguins) or families with children (the train).

Brandon Cheung, regional director for global clients & business leadership at McCann Worldgroup Asia Pacific, said, “We started with a beautiful truth about Shangri-La’s hospitality experience – Luxury is best expressed as personal moments of joy. Shangri-La has delivered this at the heart of their service for over 50 years. This gave us tremendous creative license to push the imagination and create a magical, whimsical world with Shangri-La in film.” 

To bring this ambitious project to life, multi-GRAMMY®-award-winning film director Dave Meyers was commissioned alongside visual effects studio, The Mill (most recently of ‘Dumbo’ and ‘The Lion King’ fame), to shoot and create the magical vision of the new Shangri-La world.

The film launched worldwide on 15 May across all of Shangri-La’s social media channels and its official website.

Singapore – McCann Worldgroup Southeast Asia has today announced several leadership team appointments. The network has recently been restructured in Southeast Asia to better service new business wins and support the creation of key client hubs in the region. 

In addition to the recent announcement of Valerie Madon joining as Southeast Asia’s new chief creative officer, these appointments add to the network’s strategic and client servicing capabilities, contributing to McCann Worldgroup’s global ambition of being the irrefutable leader in the business of creativity.

Charlie Lowe, formerly regional strategy director on the Cigna business, has been promoted to the newly-created regional role of chief strategy officer for McCann Worldgroup Southeast Asia. 

He will be responsible for leading the strategic teams across the markets of Singapore, Thailand and Hong Kong, as well as having a focus on new business and thought leadership. Lowe is also a member of McCann Worldgroup Asia Pacific’s Strategy Leadership Community (SLC), with key industry activities including judging at APAC Effies.

“I’m super excited about my expanded role within McCann Worldgroup Southeast Asia! We have an amazing team here, and I consider myself lucky to be able to turn up to work every day to tackle our clients’ business challenges with such inspiring and creative people”, commented Lowe. 

Returning to the network is Aishah Haroon, who has been appointed as director of client services and operations across MRM Singapore and Hong Kong, after one year away at Media.Monks. 

Prior to this hiatus, she worked at MRM Singapore for four years as general manager. Recognised for her expertise in digital and data-driven marketing, as well as an in-depth understanding of B2B, Aishah will be tasked with expanding the agency’s capabilities and overseeing key regional client relationships.

Haroon said, “It feels like coming home to be back at MRM; a place where I resonate with the agency’s vision and values. Working with Nick, a brilliant and hardworking boss, is an honour. And I cherish the team and the agency’s culture and how they enrich our work. I’m excited to make a difference.”

“I’d like to congratulate Charlie on his promotion and welcome Aishah back to the network. Their collective experience in the areas of brand strategy, communications strategy, customer experience and CRM, combined with their passion and commitment, will help to propel McCann Worldgroup Southeast Asia into the next phase of growth”, commented Nick Handel, president of McCann Worldgroup Southeast Asia. 

Singapore – Global marketing services company McCann Worldgroup has appointed Valerie Madon as its new chief creative officer for the Southeast Asian region. She will be reporting to Nick Handel, president of McCann Worldgroup SEA.

Madon brings with her over 20 years of experience across brand-building and integrated creative solutions for major brands such as Zespri, Caltex, Hewlett-Packard, Procter & Gamble, Singapore Airlines, and HSBC, amongst others. In the new role, she will be tasked to head the creative teams across Singapore, Thailand and Hong Kong, as well as assuming the additional responsibility of Chair of McCann Worldgroup’s APAC Creative Leadership Community (CLC).

Prior to joining McCann, Madon was the director of creative shop for SEA and emerging markets at tech giant Meta. She also held senior creative roles at agencies VMLY&R and Havas Group.

She has also made her mark judging at awarding bodies such as Cannes Lions, D&AD, One Show, London International, Effies, Golden Drum, Spikes Asia, Adfest, and more.

Commenting on her appointment, Madon said, “This opportunity represents the perfect storm of my creative ambitions – to reunite with Nick Handel again, as a leader who believes in the value of a creative partner, and to join the network that created ‘Fearless Girl’, one of the most inspiring pieces of work that went beyond advertising to become a meaningful part of people’s lives. I’ve always felt blessed in my career but this invitation to work and learn from so many of the creative greats within McCann Worldgroup is extra special.”

Prasoon Joshi, chairman of McCann Worldgroup Asia Pacific also commented, “The addition of Valerie to our organisation marks a significant development. Her extensive experience and innovative creative approach will add a fresh dimension. She is a keen observer of the evolving media landscape and latest technologies, which will further drive our creative excellence and strengthen our creative leadership in the region.”

Meanwhile, Nick Handel, president, McCann Worldgroup Southeast Asia, remarked, “I am thrilled that Valerie has joined our McCann Worldgroup Southeast Asia family. With her vision and expertise, she will make a significant contribution to our ambition of being the irrefutable leader in the business of creativity. And what’s more, I believe that she will be an excellent team leader and mentor to our people.”

Madon joins in mid-May and will be based in the network’s regional headquarters in Singapore.