Marketing Featured Southeast Asia

Havas Media nabs Decathlon SG’s media mandate

Singapore – Havas Media has announced that it has won the media mandate of sporting goods retailer Decathlon in Singapore. Through the mandate, the agency will be handling a slew of works, including integrated media planning and buying duties across traditional and digital channels. 

The mandate took effect immediately as of this writing.

Speaking on winning the mandate, Russell Lai, chief commercial officer at Havas Media Group Singapore, said, “Sports has become such an integral part of our lives, especially since the pandemic. As an agency who believes in the benefits of physical wellness, we are truly excited to help Decathlon in its mission to provide Singaporeans with more affordable sporting goods options. Increasing brand awareness and a focus on driving physical and e-store traffic will be key priorities.”

Meanwhile, Kieran O’Shea, marketing director at Decathlon Singapore, commented, “End of 2022 saw us going through a pitch process for the new media agency for Decathlon here in Singapore. Havas Media demonstrated innovative thinking in strategically breaking through this highly competitive landscape and proved strong performance for Decathlon already around the world. Therefore, we are looking forward to this new partnership together in 2023.”

Marketing Featured Southeast Asia

Urban Company hands media mandate in Singapore to Havas Media

Singapore – Asia’s home services brand, Urban Company, has handed its media mandate for Singapore to Havas Media, the media arm of the global marketing and communications group Havas. The mandate includes brand and performance marketing management. 

Urban Company is an all-in-one platform that helps users hire professionals for premium home services, from beauticians and masseurs to sofa cleaners, carpenters and technicians. All the professionals, though experienced and skilled, undergo intensive training modules before being allowed to list their services on the platform. Once on the platform, its match-making algorithm identifies professionals who are closest to the users’ requirements and available at the requested time and date. 

Joon Ming Yeo, Urban Company’s head of marketing, said, “Havas Media impressed us with their technical expertise as well as their commitment to understanding our business goals. We look forward to working together to improve Urban Company’s brand and performance activities to further grow the on-demand home services category in Singapore.”

Meanwhile, Louise Koh, Havas Media’s executive director for Singapore, commented that they are delighted to embrace the opportunity to help Urban Company further grow its penetration of millennial homeowners in Singapore. 

“We look forward to leveraging our full-funnel expertise to drive meaningful interactions for Urban Company’s consumers across all touchpoints as well as deliver a frictionless digital experience,” said Koh.

Marketing Featured South Asia

India-based university NMIMS names Madison Media as media agency of record

Mumbai, India – India’s deemed-to-be university, Narsee Monjee Institute of Management Studies ((NMIMS), has appointed independent media agency Madison Media to be its new media agency of record. This account will be handled by the agency’s business unit Madison Media Alpha based out of Mumbai.

As part of the mandate, Madison Media will be scaling up NMIMS’ media presence, and generating a higher reach for the institute across the country. It will also handle the University’s traditional and digital media services including visibility in print media and radio.

Burzeen Bhathena, NMIMS’ director of marketing and PR, said, “I’m confident that Madison Media will help us establish an impactful media presence and build a strong brand with its innovative approach. I look forward to working with them.”

Meanwhile, Chintan Soni, Madison Digital’s vice president, commented that they are looking forward to this exciting opportunity with NMIMS, which is one of the few universities in the country to have established a global footprint. 

“By leveraging our digital-first and outcome-driven approach, we are confident that NMIMS will achieve its goals and surpass industry expectations. Madison is committed to further NMIMS media presence with strategic planning at all levels,” said Soni.

Marketing Featured Southeast Asia

iProspect bags regional media mandate of Traveloka

Kuala Lumpur, Malaysia – Dentsu Malaysia’s digital-first end-to-end media agency iProspect has won the regional media mandate of hotel and flight booking platform Traveloka.

The remit, which will take effect in April 2022, will see iProspect as a key partner in Traveloka’s plan in becoming a lifestyle superapp. iProspect will also be responsible for all above the line media planning and buying across the platform’s key markets, which are Malaysia, Singapore and the Philippines. 

Moreover, iProspect will be setting up a regional media strategy hub based in Kuala Lumpur, Malaysia, ensuring that the brand delivers a unified strategy with local nuances across the said SEA markets. 

Dheeraj Raina, the CEO of dentsu Media for Malaysia, shared that the travel industry has gone through very challenging times, to say the least, and so have the consumers. 

“As the world begins to open up, we want yearning travellers to pick Traveloka as their first choice, for fulfilling experiences and we believe the media has a strong role to play in building that trust and optimism,” said Raina.

Meanwhile, Shirley Lesmana, Traveloka’s CMO, noted that they have marked their presence in six countries across SEA, helping millions of people enrich their lives on a daily basis, as they are on an accelerated mission to fulfil the end-to-end lifestyle needs of consumers in the region. 

“In addition, we found synergy in the strategy crafted by iProspect in these markets, to deliver our brand promise,” said Lesmana.

Marketing Featured ANZ

Energy provider Kleenheat hands media mandate to Initiative

Perth, Australia – West Australian energy provider Kleenheat has appointed Initiative Perth to be its new media agency partner. This partnership will see Initiative providing services for Kleenheat’s media requirements including strategy and buying across non-digital media, digital, search, social, and programmatic, as well as analytics.

The mandate, which will commence on 1 May 2022, will also see Initiative leveraging its media landscape to deliver positive results for Kleenheat.

David Burger, Initiative’s managing director for Perth, said that the brief was very specific requiring a holistic approach to the integration and use of digital and non-digital media to showcase Initiative’s capabilities.

He further shared that they are thrilled Kleenheat chose Initiative from a strong media agency pitch roster, and it’s a great privilege to work with a brand that is synonymous with providing local support and ongoing value for WA households and businesses.

“We felt we were a perfect match to fulfil Kleenheat’s brief and we’re excited to be part of the team to drive success by integrating the use of digital and non-digital media and build a powerful, long-term partnership with Deb and her team. We can’t wait to get started; it’s an exciting time to help deliver Kleenheat’s vision and be part of the brand’s growth journey,” added Burger.

Meanwhile, Debra Packer, Kleenheat’s marketing manager, said, “We’re thrilled to be partnering with Initiative to further strengthen our brand position and bring awareness to our goal of making life easier for our customers.”

Earlier this month, Initiative has launched a new national program called ‘Maternity Masterclass’, to help parents return to work with more experience than when they left for parental leave.

Marketing Featured East Asia

OMD China nabs Levi’s media mandate

Shanghai, China – Media communications agency OMD in China has won the media mandate of global denim brand Levi’s, which will drive media strategy, planning and buying for the iconic denim brand. 

Through the agency’s empathy planning workflow – OMD Design & E2E data platform – OMNI, OMD China delves into the Chinese Gen-Z’s behavior and identified opportunities to accelerate growth for Levi’s with an innovative integrated media solution. 

A spokesperson for Levi’s commented that they were deeply impressed by OMD China’s advanced strategic thinking, strong data capabilities and excellent innovation. The spokesperson also added that the agency’s youthful and dynamic team has shown great passion for the brand and the denim culture.

“They were able to resonate with our consumers and translate this youthful energy into a strong integrated communication blueprint that is rooted in Levi’s heritage and DNA. This year, we will collaborate with OMD to embark on a new journey and explore more innovative marketing possibilities in the Chinese market to bring accelerated growth to the Levi’s brand,” the spokesperson said.

Meanwhile, Connie Chan, CEO at OMD China, commented, “We are excited to be working with an iconic brand who appreciates our vision and insights on the market’s Gen-Z consumers. OMD brings together a unique combination of expertise and strategic approach which taps on our network’s capabilities to deliver impactful and innovative solutions to our clients. We look forward to [supporting] Levi’s in achieving their growth targets.”

Marketing Featured APAC

Silversea Cruises appoints Nunn Media to handle media for APAC

Sydney, Australia – Luxury cruise operator Silversea Cruises has appointed independent media agency Nunn Media to handle all of its media for Asia-Pacific, including integrated strategy, planning and buying for the luxury cruise operator.

Said appointment is effective for the markets of ANZ and the wider APAC region as Silversea Cruises prepares to welcome back passengers across APAC. Said cruise line operates a global portfolio of itineraries to all seven continents and over 900 destinations worldwide.

Liz Glover, director of marketing, APAC at Silversea Cruises said, “With the long awaited return to travel, specifically cruising, Silversea needed an agency partner with extensive travel and luxury sector experience and an understanding of our audience and how to reach them. Nunn Media clearly demonstrated these capabilities and demonstrated a flexibility in their approach as we look forward to welcoming passengers back onboard in the Asia Pacific.”

Meanwhile, Chris Walton, managing director at Nunn Media Sydney, commented, “Silversea Cruise [has] clear ambitions to significantly grow its brand in key markets across the region and a clearly defined strategy on how to achieve this. The team [has] already started work with Silversea to bring our insights and experience to bear to help them realize their goals.”

The appointment follows Nunn Media’s acquisition of performance agency Alley. Furthermore, Nunn Media had recently won various clients this year, including Lark Distilling Co. and Spin Master.

Marketing Featured Southeast Asia

Nestlé Indonesia expands full-service media mandate to dentsu Indonesia

Jakarta, Indonesia – Consumer goods Nestlé in Indonesia has expanded its full-service media mandate to global advertising network dentsu in Indonesia which now includes e-commerce, social, programmatic, SEO, and performance; for all brands under Nestlé Indonesia.

With the extended media mandate, dentsu Indonesia forms a dedicated dentsu-Nestlé team that brings in the best of ‘One dentsu’ with capabilities spanning across media, creative, and CXM service lines. Nestlé is enabling the greater capabilities to collaborate and elevate their integrated media strategy through data-powered brand building.

“We believe the future of advertising lies in laser-focused insights, powered by data & technology and fuelled with creativity, all integrated in practice. We are extremely proud of the work we do for Nestlé and are deeply committed to strengthening our partnership moving forward,” said Maya Watono, CEO at dentsu Indonesia.

This appointment has also strengthened the existing partnership between dentsu and Nestlé, as it has been two years that Nestlé has tapped dentsu’s subsidiary iProspect Indonesia to manage part of the brand’s search performance in the market.

“Dentsu Indonesia has significantly accelerated in the past two years with a compelling narrative of data creativity, strategic excellence, ruthlessly consumer-first thinking. We are honored, humbled, and proud to bring home the Nestlé account and we commit to make this partnership magical,” said Arindam Bhattacharyya, chief strategy officer for media and performance at dentsu Indonesia.

Meanwhile, Guy Kellaway, communication director at Nestlé Indonesia, commented, “We are excited to welcome dentsu as our media partner for Nestlé Indonesia. With our integrated communications planning, we are confident in accelerating our media ambition to deliver strong business results in this ever-changing and accelerating world of media.”