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Marketing Featured East Asia

Automobile company GAC Motor taps Essence China as media agency of record

Guangzhou, China – China-based automobile company GAC Motor has awarded its integrated media agency of record duties to full-service media agency Essence, led out of the agency’s Guangzhou office in China.

Essence China’s scope of work includes brand strategy, integrated media planning and activation, and creative development and production, covering all of GAC Motor’s sedans, sport utility vehicles, multi-purpose vehicles, and new energy electric vehicles across its international business, including in SEA, the Middle East, Africa and Latin America.

Moreover, Essence and GAC Motor will be launching new car models such as GS4 and GS8 in the Middle East and Latin America, as well as establishing a global strategic partnership between GAC Motor and Chilean football club Colo-Colo, resulting in GAC Motor becoming the first Chinese car brand to make an appearance in the Copa Libertadores. In addition to developing new innovations in media and communications in the automobile industry, Essence will also be helping grow GAC Motor’s brand and business through multi-dimensional, cross-industry initiatives.

GAC Motor is devoted to the production and sales of world-class vehicles, engines, automobile components, and car accessories, as well as research and development of automobile engineering technology. Its overseas distribution spans 26 countries across five regions, and strategic plans are in place for further development globally.

Benjamin Wei, CEO of Essence China, noted that as a new generation full-service media agency with a pioneering use of analytics, technology and creativity, Essence is committed to helping companies in China accelerate their data-driven marketing transformation and business growth, both locally and globally.

“In the post-pandemic era, there is strong growth potential for GAC Motor’s outbound business in international markets. We are honoured to have the opportunity to partner with GAC Motor on its journey to further expand globally and help create its next generation of business to achieve its growth goals,” said Wei.

In May 2022, Essence has also been awarded digital media duties by automotive manufacturing company Chang’an Ford in China. Led from Essence’s Shanghai office, the agency’s remit includes media planning, media activation and content innovation for digital brand and performance marketing activities across Chang’an Ford’s automobile business, covering all its vehicles and dealers in the market.

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Marketing Featured Southeast Asia

Unilab taps OMG Philippines as media agency of record

Manila, Philippines — The Philippine pharmaceutical giant, Unilab, has appointed Omnicom Media Group (OMG) Philippines as their media agency of record. The selection process was led by Unilab’s internal media team and has challenged participating agencies to showcase their capabilities, tools, and strategic principles through several brand case presentations. The partnership will be effective from July 1, 2022.

OMG will be responsible for managing the pharmacy brand’s legacy media, strategy, planning, investment, media activation, digital performance, and data-led marketing intelligence and science. Leveraging on the agency’s propriety planning workflow – Omni, the team stood out from the competition with a structured omnichannel strategy that empowers the brand with data-driven solutions that cut across stages of the funnel.

Alex Panlilio, corporate VP of Unilab, Inc., commented, “Today’s dynamic consumer and market landscapes require businesses to have sharper insights, growth-driving strategies, and agile engagements with its stakeholders. We have seen the capability of OMG to enable us in these and we look forward to partnering with Mary and her team in accelerating data-driven and disruptive initiatives.”

Meanwhile, Mary Buenaventura, CEO of OMG Philippines, shared, “As we move forward in this endemic world, we are excited to kickstart this new journey with Unilab. With the combination of our unique expertise, market-leading capabilities, and strategic thinking through our people, we are confident to support Unilab in their growth ambitions.”

Commenting on the appointment, Joanna C. Mojica, division VP for consumer health management of Unilab, Inc, said, “As we face massive challenges in today’s business environment, OMG is able to demonstrate the breadth and depth of how we can partner together. We look forward to the fruition of a partnership that will enable our brands to deeply connect with our consumers.”

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Marketing Featured South Asia

Madison Media Ultra appointed as media agency of record of Jyothy Labs

Mumbai, India – Madison Media Ultra, a digital unit of Madison World, has been appointed as the media agency of record (AOR) for India’s household brand Jyothy Labs. This mandate will see Madison Media Ultra responsible for the brand’s traditional media and digital media mandate, including TV, print, and digital. 

Jyothy Labs is a well-established name in the FMCG category. It offers affordable household products, national accessibility, and exceptional packaging. Jyothy Labs operates several brands including Ujala, Pril, Maxo, and Margo, as well as EXO, and Henko, amongst others.

Jyothy MR, Jyothy Labs’ managing director, commented, “Madison is a respected name in the industry with its proven expertise in traditional and contemporary media platforms. We believe our brands will be ably assisted with Madison’s well rounded integrated media solutions in meeting our marketing objectives.”

Meanwhile, Jolene Fernandes Solanki, COO of Madison Media Ultra, shared that they are delighted to partner with one of the pioneering brands in the country, and they are pleased to have Jyothy Labs on board to partner with them in their growth journey. 

“We believe that our framework at Madison – ‘keeping consumers and technology at the centre’ – will complement Jyothy Labs’ growth journey,” said Solanki.

Just recently, Madison Media Omega, another unit of Madison World, has also been appointed as the media AOR for Ki Mobility, where it will be handling the traditional media and digital media mandate for the client including TV, print and online video media buying and planning.

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Marketing Featured ANZ

UNSW appoints Howatson+Company as media agency of record

Sydney, Australia Sydney-based university UNSW has appointed Howatson+Company as media agency of record. The agency was appointed following a competitive tender process to service UNSW’s domestic and international recruitment. The appointment is effective immediately.

Sofia Lloyd-Jones, chief marketing officer, said Howatson+Company demonstrated their deep understanding of the sector, an intelligent, data led operating model treating media as a component of an integrated growth strategy, and a perfect cultural fit to the university. 

“We’re excited to appoint them as our media agency,” Lloyd-Jones said.

Chris Howatson, founder & CEO of Howatson+Company, shared, “UNSW is a top 4 Australian, and top 50 global university, and it’s right here on our doorstep. The opportunity to be part of such an accomplished team was a huge motivator from the moment we received the brief. Sofia has a brilliant vision for future student recruitment, and views the turbulence of the last two years as an opportunity to advance the university’s strengths.”

Meanwhile, Howatson+Company’s Head of Media Sasha Smith, commented, “We’re absolutely thrilled to be working with UNSW, an exceptional, value aligned partner for our team. We deeply admire their mission and vision, and are confident that together we can accelerate their future ambitions.”

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Platforms Featured Southeast Asia

foodpanda MY names UM as media agency of record

Kuala Lumpur, Malaysia – Top online food and grocery delivery platform, foodpanda, has appointed Mediabrand’s media network, Universal McCann (UM), as its new media agency of record.

As part of the remit, UM will be overseeing foodpanda’s media duties including strategy, planning, buying, and research, as well as data and analytics.

Bernard Chong, foodpanda’s marketing director, commented, “We were especially impressed by the people we met, and the commitment of the UM team. We are confident their insightful expertise across data, analytics, and storytelling will help us drive more brand love for foodpanda.”

Audrey Chong, Universal McCann and UM Studios’ CEO, shared that UM aims to help build brands that disrupt through data-led integration, digital acceleration, and content creation through a consultative lens, and this aligns with foodpanda’s vision of the media partnership. 

“The team is excited to get started on this fun, daring brand and we look forward to collaborating and building more buzz together,” said Chong.

The appointment of UM will commence in the first week of December 2021.

Just recently, foodpanda has announced a new vertical within its platform, partnering with Chinese tech giant Xiaomi to now deliver consumer electronics and appliances starting with Singapore and Thailand.