Tag: Mediabrands Content Studio

Kuala Lumpur, Malaysia – Insurance company AIA in Malaysia has released its Merdeka-themed campaign focusing on the importance of arts and culture as a way to preserve the diverse traditions and beliefs of Malaysia.

The digital campaign, conceptualised by Mediabrands Content Studio (MBCS), called ‘Perwira Legasi’ (translating to Legacy Heroes) was launched to celebrate a collective of passionate Malaysians who have made it their life’s mission to preserve diverse cultural legacies like traditional art, craft and performance.

In addition, their insightful stories highlight the importance of keeping Malaysian cultural legacies alive, and align with AIA’s three pillars of its ‘Total Wealth Solution’: Plan Well, Live Well and Protect Well.

Over the course of the weeks leading up to Merdeka and Malaysia Day, AIA Malaysia’s social feeds feature original reels, artistic backgrounds and information from three (3) selected local artisans and performers – Wesley Anak Juntan, a former flight attendant who makes Borneo dolls in traditional outfits; mother-daughter duo behind Lizza’s Creations, Lizza (Rosliza binti Muhammad) and Sarah (Siti Sarah binti Isharuddin), with a 28-year history of making hand-crafted Malaysian artisanal batik; and a Malay-Chinese pair, Syafizal-Syazlee Salehud-Din and Ker Yee Ting who are continuing the fading art of traditional Zapin dance. 

Amir Faiz, group creative director of MBCS said, “In planning for this campaign, we realised that a lot of people have passion projects that they work on in their spare time as side hustles. It may not necessarily be something they can make a living from, but these passions are relevant and help maintain our heritage and culture. That’s why we celebrate them as ‘Perwira Legasi’. The campaign explores different themes like freedom, independence, and unity, shown through the lens of Malaysians who nurture these arts and crafts in their daily lives.”

Amir added, “The hardest part of this campaign was sifting through the heroes. These are genuine people, each with a truly unique story to share, who have real passion for what they do and create. Cultural diversity is in our very DNA as Malaysians. We hope this campaign shines a light for all Malaysians to embrace this facet before we run the risk of losing these arts as time goes by.” 

Kuala Lumpur, Malaysia – As a commemoration of Malaysia’s Independence Day (Hari Kebangsaan) and Malaysia Day 2022, MBSB Bank, an Islamic Bank based in Malaysia, has launched a new campaign, which is a social experiment to observe the Malaysian spirit on how far they would go to help a stranger. 

Developed in partnership with Mediabrands Content Studio (MBCS), the global content studio by IPG Mediabrands, the film was directed by Esham Shahlin, produced by Artisia Productions, and released on digital channels.

Titled ‘Sejauh manakah…’, which in English translates to ‘how far’, the film sees a lone man struggling to push his broken-down old PROTON Saga car through the famous streets of Klang Valley amidst crowds of onlookers. Its journey takes viewers through popular areas in the Klang Valley including Klang, Shah Alam, Petaling Jaya, Chinatown, and Dataran Merdeka, as well as other landmark areas in the city.

Kevin Le, executive creative director of MBCS, noted that undertaking this project with MBSB Bank was both moving and inspiring, and they wanted to see if their enthusiastic Malaysian spirit still lives on against this backdrop of increased traffic and other post-lockdown challenges. 

He further shared that proving true to the message of the film – ‘Selagi kita bergerak bersama, langkah demi langkah, kita akan sentiasa berdaya maju’, which is translated to ‘As long as we move together, step by step, we will continue to succeed’.

“The artistic direction of no dialogue was a conscious choice as we took our audience on a journey, playing off the ‘Uncle’s’ lone struggle against a backdrop of apathy, complemented by an altered and moving piano rendition of Negaraku,” said Le. 

Meanwhile, Azlina Mohd Rashad, chief corporate officer of MBSB Bank, said that they wanted to capture the essence of who Malaysians are, and this social experiment showed it to them in abundance. 

“MBCS has portrayed this idea with the heart and soul that rhymes so well with the theme of ‘Keluarga Malaysia Teguh Bersama’ (Malaysians Stand United). Just like the film, MBSB Bank is always by your side, to accompany you and be part of your journey. ‘Sejauh manakah…’ is a gift to the nation from MBSB Bank in celebrating the National Day and Malaysia Day 2022.”

Kuala Lumpur, Malaysia – IPG Mediabrands today announced that it is expanding its creative content capabilities with the launch of Mediabrands Content Studio (MBCS) in Malaysia. The media-born and audience-informed agency will support Mediabrands agencies including UM, Initiative, and Reprise. In addition, the company will offer a holistic suite of services and develop cutting-edge tools to enhance and bolster Mediabrands’ content and production offerings.

MBCS is a media-fueled content practice designed to network and grow Mediabrands’ content and creative capabilities across the world. MBCS Malaysia will focus on the development of short- and long-form original, branded, performance and campaign content. Furthermore, MBCS will provide a suite of entertainment solutions including the development of media, talent, influencer strategies, and production partnerships designed to grow clients’ brands.

Mediabrands has appointed Stanley Clement as CEO of MBCS to lead the said creative efforts across Malaysia, reporting to Bala Pomaleh, CEO of Mediabrands Malaysia. Clement was formerly MD of Reprise Digital overseeing the creative and content business.

“This launch of MBCS in Malaysia reinforces our commitment to continuous evolution in our offerings, by integrating new and innovative content models more tightly into client solutions. By bringing together the best of Mediabrands creativity through the power of our data and media expertise, we will be able to create content experiences that build our brands in more exciting ways than ever before,” said Pomaleh.

Over the past seven years, Mediabrands Malaysia has built a strong presence in the content space. Reprise Creative, SpringCreek and Initiative Studio Malaysia will integrate as one entity under the MBCS banner which will act as the parent creative network, with Ensemble Worldwide remaining as a standalone brand.

Clement will be supported by Phang Mei Jeng as MD of MBCS and Didi Pirinyuang as ECD of MBCS, while they continue leading the Ensemble Worldwide. 

MBCS’s launch in Malaysia is part of MBCS’s larger international growth strategy, which plans to expand the global agency from 12 to 20 territories by the end of 2022. 

“Malaysia has always been very strong creatively, so formalizing their content offerings by way of launching MBCS in the market was a natural next step for us. We’re excited to see the work Malaysia will produce with the added support of MBCS’s global network,” said Alfonso Marian, MBCS’s global chief creative officer and Global CEO.

Marian was inaugurated into the position only in February of this year. Meanwhile, in Greater China Region, Melinda Po was recently appointed as CEO of Mediabrands. 

MBCS was launched by Mediabrands in November 2020.

Manila, Philippines – Global cola brand RC Cola has partnered with Mediabrands Content Studio Australia and Mediabrands Philippines, alongside creative and media companies The Glue Society and Ravenous Mantis, to launch a new fun and relevant campaign.

The campaign, which is fronted by a meme-ably manic rabbit, sets out to challenge teens across the world to stop asking ‘why’, and start asking ‘why not?’. It aims to take audiences on a wild reimagining of four of the greatest moments in human history, namely the discovery of fire, the creation of the Pyramids, the invention of the Internet, and the holy union of socks and sandals. The story twists history to suggest that RC Cola mixed with a ‘why not’ attitude was foundational to each pivotal, history-altering moment.

Paul Bruty, director at The Glue Society, said, “A naughty animatronic rabbit travelling through time seemed like the perfect thing to do for this project. It’s the kind of personality you could write a hundred different scripts for.”

Meanwhile, Olivia Warren, managing director at Mediabrands Content Studio, said that they love working on campaigns that stand out from the rest – fun, creative, bespoke, and bold – and RC Cola’s campaign is all of these and more.

“Deliberately different is what we all do best and our team aspires to always have a ‘why not’ attitude as this ensures we go the extra mile for our clients. It’s fabulous to be part of a true collaboration with a client and a raft of like-minded agencies who follow the same rules,” added Warren.

Tricia Camarillo-Quiambao, CEO of Mediabrands Philippines, also said, “This new global platform is testament to how work can be made post-pandemic, a border-breaking collaboration to create a fresh new ad, for an audience not defined by where they live but a common set of values. Our partnership with Mediabrands Content Studio and the Glue Society was seamless and fun.”

Francis Lamprea, RC Cola International’s managing director, commented, “We believe in the strength of the strategy behind the campaign. Lithuania is the first to embark on the ‘Why Not’ journey globally. We look forward to the Lithuanian youth embracing the RC Cola energy and positive attitude of both characters in the story.”

Sydney, Australia – Food delivery company, Deliveroo has partnered with MasterChef Australia to deliver customers an Australian first integration campaign via Mediabrands Content Studio.

In an Australian first, Deliveroo will deliver 21,504 mini ‘Bacon Me Go Nuts’ Choc-Tops inspired by last night’s episode of MasterChef Australia for customers to enjoy from the comfort of their couch. Mediabrands Content Studio not only managed this partnership, but also handled the production of the Choc-Tops, plus packaging and distribution to 128 Deliveroo restaurant partners nationally.

Olivia Warren, managing director of Mediabrands Content Studio, said, “Every year clients want bigger and better integrations when sponsoring TV properties. The ask to do something no other brand has done and create an amazing customer experience for Deliveroo’s 3rd year sponsoring MasterChef was just the sort of problem we love to tackle.”

“It’s always amazing when clients are not afraid of brave ideas and concepts and Deliveroo loved our idea from the get go. This has been months in the planning and it’s extremely exciting to see this partnership truly come to life and connect with the viewer like never before,” Warren concluded,” Warren added.

Laura Wilson, head of marketing at Deliveroo, shared, “MasterChef’s ‘Bacon Me Go Nuts’ Choc-Top creation is adding a delicious twist to this much-loved treat. So we are very excited to partner with them and enable our customers to enjoy this exclusive experience, Deliveroo’d straight to their couch.”

Tamar Hovagimian, head of effect at Paramount ANZ, said: “Deliveroo continues to be the premium food delivery service of choice for MasterChef Australia. We’re excited that viewers can, for the first time ever, experience a dish inspired by what they have seen in the show immediately after the winner has been announced! And all without having to leave the comfort of their living room. It’s the magic of television come to life and Deliveroo and MBCS have made that possible.” 

To get your hands on the limited edition ‘Bacon Me Go Nuts’ Choc-Tops, you’ll just need to search “MasterChef” on Deliveroo platforms and spend over $20 with participating restaurants from Thursday 9 June while stocks last.

New York, USA – Mediabrands Content Studio (MBCS), the global content studio by IPG Mediabrands, has appointed Alfonso Marian, former chairman at creative agency Ogilvy Spain, to be its new global chief executive officer (CEO) and chief creative officer (COO).

Prior to his recent role at Ogilvy, Marian has served as the agency’s global creative director for customer engagement and e-commerce, and has spent more than a decade in senior creative and directorial roles for the agency and within its global operations. 

In his new role, Marian, who will report to Brendan Gaul, the global chief content chief officer at Mediabrands and the global president at Mediabrands’ film and television studio TRAVERSE32, will be spearheading the growing global scope of MBCS which will expand from its original focus on 12 key markets to 20 territories in the coming year. These additional locations will further enable the studio to offer Mediabrands’ clients greater unique market insights and enhanced support for local, regional, and global content campaigns.

Commenting on his appointment, Marian said that he is excited to be a part of MBCS at such a pivotal time in the company’s genesis.

“MBCS is not only leading a movement that will forever change the media and content landscape but evinces Mediabrands’ commitment to understanding how the brave new world of content is moving audiences emotionally, moving ideas across media plans, and most importantly, moving client KPIs and sales,” said Marian.

Meanwhile, Gaul shared that Marian has a reputation for producing brilliant work, being laser-focused on client success and the ability to build supportive teams.

“I’m thrilled that he’s joining MBCS as we build the content studio of the future, a best-in-class agency that offers clients extraordinary creative services using a media-first approach. Alfonso brings extensive agency leadership credentials and is also a visionary leader who uniquely understands how media moves creative forward,” said Gaul. 

MBCS said that its forward-looking move marks a deeper commitment by media holding company, IPG Mediabrands, to broaden the scale and scope of content offerings that they can provide for clients across the network. It comes as more access to addressability, more opportunities for media platform creativity and more connections to the creator economy increasingly impact how brand stories are told and content is made in the world today.

Shanghai, China – Interpublic Group’s media and marketing solutions division IPG Mediabrands has recently appointed Kestrel Lee as the head of Mediabrands Content Studio (MBCS) in China, effective immediately.

Lee, who has over 20 years of industry experience, is a well-known creative expert across all facets of integrated digital marketing including e-commerce and social media. He will be responsible for setting a creative vision and building an innovative, content-forward culture for clients across all platforms and formats in China.

He first entered the industry as an English-Chinese copywriter at advertising agencies including Saatchi & Saatchi, BBH, and Y&R; and then built his industry credentials working across digital-led integrated agencies such as Arc Worldwide/Leo Burnett, FCBi, TBWA/Tequila, Sapient, and ZENO/Edelman.

He will be reporting to Chris Chen, CEO of Mediabrands China.

“I am thrilled to have Kestrel join us to champion our content proposition as part of our global MediabrandsContent Studio capabilities. With his award-winning track record, creative passion, and in-depth understanding of how content is consumed in China, I truly believe Kestrel will accelerate our business growth through content,” Chen stated.

MBCS was first launched in 2020 by Brendan Gaul, global chief content officer at Mediabrands, and aims to grow the content capabilities within Mediabrands agencies: UM, Initiative, Reprise, Rapport, MAGNA, and Orion; around the world.

New York, United States – Mediabrands Content Studio (MBCS), the new global content studio by IPG Mediabrands, and Vice Media Group (VMG), the world’s largest independent youth media agency, have announced their global creative and production partnership, effective immediately.

The innovative partnership will focus on creative solutions without committing to any media spend, ad buy, or content placement on VMG’s media properties. Through this, Mediabrands and its clients will now have a full turnkey global production infrastructure that can develop, facilitate, and create a diverse array of brand-owned and controlled content, which can then be placed on clients’ owned-and-operated (O&O) sites and desired media channels.

Meanwhile, VMG will now have direct access to Mediabrands’ comprehensive portfolio of clients around the globe, as the preferred production partner, through which it can directly develop content, support, and engage on production deals.

Mediabrands emerging film and television development practice will also benefit from the deal, allowing VMG’s Pulse Films to co-develop a slate of original entertainment properties with TRAVERSE32 – Mediabrands’ independent development and entertainment company founded by MBCS’s global head of production Brett Henenberg and Mediabrands Global’s chief content officer Brendan Gaul last December.

According to Gaul, “The VMG partnership will allow us to deliver consistent content capabilities across our top markets at the highest level regardless of media commitment. The unbundling of media and content is a gamechanger in the way we can quickly respond to a client’s content need anywhere, for any use with exceptional creativity.”

Henenberg also shared that the power of this partnership is that it allows them to deliver high quality, low cost, and fast and agile production, which reminds him of the old saying ‘you can only choose two between good, fast, and cheap’ that no longer applies as the global scale of this deal allows them to truly deliver all three anywhere in the world.

Meanwhile, Dan Bowen, the senior vice president of global production at VMG, said, “We are thrilled to kick off this partnership. The IPG Mediabrands team understands the best way to tap into our extensive offering at VMG and will bring VMG a level of first-person brand access media companies rarely get. With production across the full spectrum leading and media supporting, together we are positioned for some exciting work and creative collaboration.”

Pulse Films’ Global President of Commercials and Branded Davud Karbassioun commented, “Brendan & Brett have a unique track record for guiding their diverse portfolio of brands to properly create and own entertainment IP in a truly innovative, meaningful, and rewarding way. There is a big opportunity for brands at the heart of this partnership that we are excited to dive into with TRAVERSE32.”