Tag: Mediabrands

Vietnam – In Vietnam, linear advertising still accounts for 62% of the country’s advertising budgets, according to data from Mediabrands’ MAGNA.

According to the report, this year’s advertising revenues in Vietnam are increasing by 5% higher than anticipated due to the pre-COVID situation, which has caused pullbacks in advertising activity since 2021.

Meanwhile, TV advertising revenues are still a huge portion of overall ad budgets in Vietnam. Even though television ad spending is decreasing by -4% it still represents 58% of the total budget.

In other mediums, print ad sales continued to decline this year by -3%, and will continue by -4% in 2023, representing just 5% of total advertiser budgets. Furthermore, spending on print will represent just 70% of the pre-COVID total in 2019 by the end of this year 2022.

Lastly, as the economy recovers from the COVID outbreak in 2021, out-of-home (OOH) expenditure is expected to increase by 20% this year.

For digital advertising, the revenue is increasing by +22% and represents 38% of total advertiser budgets. Digital spending is led by social media advertising, which will increase by +36% and represent 48% of total digital advertising budgets. By format, mobile +30%, video +15%, and search +13% are leading growth.

According to the estimate, Vietnam’s advertising revenue will bring the market to VND 32.8 trillion ($1.5 billion). On a real GDP basis, Vietnam’s economy is expected to grow by 6.0%. Worldwide, media owners’ ad income will rise by over 9.2% this year, reaching around US$828 billion, or approximately 32% above the pre-COVID level of 2019. In addition, advertising revenues in the Asia-Pacific region are expected to rise by more than 7% to US$273 billion, or 35% higher than they were before COVID, thanks to an increase of over 12% in digital advertising.

Bangkok, Thailand – Linear advertising remains the majority of advertising spending in Thailand, accounting for 72% of total advertising budgets for the local market, according to data from Mediabrands’ MAGNA.

According to the report, linear advertising revenues in Thailand are growing by over 3% and represent just 81% of their pre-COVID level, attributed to the delayed recovery from the COVID crisis. This, in turn, creates a significant drag on total market growth going forward.

Meanwhile, television ad spend is stagnant and represents only 53% of total advertising spending. Television spending is still short of the pre-COVID total. Because spending will continue to erode, TV will never reach its all time high. 

In other mediums, print spending is still declining, and is falling by 17% this year and represents just 3% of budgets. There are only a few core spending industries that still deploy budgets on print: real estate, finance, autos, and consumer packaged goods (CPG). 

Lastly, out-of-home (OOH) spending is seeing a strong rebound of 20% this year as the economy recovers from the COVID outbreak in 2021.

Digital advertising spending will grow by over 13% in 2022 and represents 28% of total budgets. Growth is led by mobile device spending, which will increase by over 15% and represents 78% of total digital spending. By format, growth is led by social at over 15%, search at over 14%), and video at over 13%.

It is also noted that media owners advertising revenues are increasing by over 5% in Thailand in 2022 to reach THB124.3b (around US$3.9b). At a global level, media owners’ advertising revenues will grow by over 9.2% this year to nearly US$828b or about 32% above the pre-COVID level of 2019. Meanwhile, APAC advertising revenues will increase by over 7% to US$273b, which is 35% above the pre-COVID spending level, driven by digital advertising growth by over 12%.

Manila, Philippines – Mediabrands, the media and marketing solutions division of Interpublic Group, has elevated Raymond Dizon, who was previously the managing director of Reprise Philippines, to step into the newly created role of chief integration officer at Mediabrands Philippines.

In his new role, Dizon, who will be based in Manila, Philippines, will be leading strategic partnerships, direction, and digital product development and integration across the Mediabrands network of agencies including UM, Initiative, and Reprise, in addition to strategic business units such as Mediabrands Content Studio, Magna, and Orion. Dizon will also be retaining his strategic leadership oversight of Reprise Philippines.

Dizon brings with him 14 years of digital and media experience, the last six of which across Mediabrands agencies UM and Reprise. Aside from his previous roles at Mediabrands, he also worked with MediaCom, PHD Singapore, and UPFRONT MEDIA.

Dizon shared, “We are firmly focused on the goal to provide our clients with the most progressive solutions. As the market continues to evolve, and the array of tools, technologies, and synergies open up even more opportunities; we are looking to provide seamless synergy across crafts and a thoughtful blending of expert insights. I’m looking forward to the many possibilities that lay ahead.”

Meanwhile, Tricia Camarillo-Quiambao, Mediabrands’ CEO for the Philippines, commented that Dizon has a strong track record of commercial business building and specialised digital craft leadership which includes pioneering work in the e-commerce space.

“The creation of this new role is a testament to the evolving needs of our client partners which is reflected in the structure of our organisation. Raymond’s extensive expertise and experience across multiple craft and categories make him perfectly poised to take on the broader strategic remit across the network of agencies,” said Camarillo-Quiambao.

Just recently, Mediabrands has announced the launch of the media industry’s first major transformation of automated systems for more than two decades. To bring the 20-month project to life, Mediabrands partnered with global software company UI Path, and information and technology services company, Cognizant. The transition fully automates repetitive manual tasks across Initiative and UM using robotic technology, providing an enhanced career path for talent and a stronger value proposition for clients.

Sydney, Australia – Mediabrands, the media and marketing solutions division of Interpublic Group has announced the launch of the media industry’s first major transformation of automated systems for more than two decades. To bring the 20-month project to life, Mediabrands partnered with global software company UI Path, and information and technology services company, Cognizant. The transition fully automates repetitive manual tasks across Initiative and UM using robotic technology, providing an enhanced career path for talent and a stronger value proposition for clients.

The game changing transformation marks a complete automation of all systems and processes, firmly cementing Mediabrands in a unique space ahead of its competitors and is supported by a bespoke Centre of Excellence allowing the agencies to tap into the capability. 

Mark Coad, CEO of Mediabrands, said the results of the transformation positions Mediabrands as a true innovation leader, having now advanced or improved many of the investment and partnership practices that have been in place for the last twenty years.

“The uncomfortable truth is the media industry has not changed the way it works for more than two decades. Our transformation unburdens our people of the time-consuming and tedious tasks of day-to-day operations and frees them up to do intelligent, creative work that drives growth,” Coad said.

“For those of us who have been in the media hot seat for a long time, we know it’s pretty tough starting out in media agencies. By investing heavily in finding ways to remove some of the less glamourous and more menial tasks from daily workloads, gives our people time to spend learning and developing in areas that drive business growth. Yes of course this benefits our business but more importantly it provides opportunities for our people to improve their career path and self-esteem growth,” Coad added.

Key business tasks have been automated to make processes more seamless, accurate and timely allowing teams to add value with their strategic input and creativity and provide a stronger value proposition for clients. 

Coad concluded, “Staff turnover remains a key on-going problem across the industry and the future will be won by the group who can deliver true career value, and improved career pathing. If you are working for a media agency still riddled with repetitive menial tasks like loadings, TV campaign tracking and post analysis, etc. – then you are putting your career development into slow motion, and not using the bright mind you were recruited for. Our Young Guns now have confirmation that Mediabrands offers a great career path.”

Meanwhile, Geoff Clarke, Mediabrands’ project leader, shared that the transformation was a true collaboration between Mediabrands and its technology automation and software development partners, and he was excited to see the results of nearly two years of development finally come to fruition quickly yielding obvious benefits to staff and clients.

“There is no doubt the complexities of our industry continue to rise so as an industry leader we have proactively changed what we do, to improve what we produce. This has meant implementing significant transformation to prepare our people for a new era in media,” Clarke said.

Clarke adds, “The robotic technology facilitates time for our team to produce higher quality work, which has a direct roll-on effect to increase the value of individual IP, increase craft skill diversity across each business and creates opportunity to shift client relationships from largely a commodity-based arrangement to a true business partnership,” he said.

Recent data extracted across several of the Mediabrands automated solutions (BOTs) since launch, has saved more than 3,300 hours automating nearly 13,000 tasks that were previously manually completed. The program is on track to deliver more than 25,000 saved hours across the next 12 months. 

Clarke continued, “By modernising and automating the way in which our media buying services are managed and recorded, we provide more efficient and timely services for clients. Our series of BOTS make up the only end-to-end solution that works across the buy/book/pay aspect of media agencies – and is the only one in existence in the industry. It makes a major statement to the market.”

Singapore – Mediabrands, the media and marketing solutions division of Interpublic Group (NYSE: IPG), has announced the appointment of Melinda Po to the newly created position of CEO for the Greater China team.

Po is a modern thinker with a strong advertising and digital marketing background with 20 years industry experience across the Greater China region. Having successfully led Edelman’s transformation from a PR agency into an integrated business solutions partner from 2018 to 2021, Po drew upon her prior experience re-designing the Ogilvy advertising and brand content business model in China, in addition to previous senior leadership roles across Arcade and AKQA. Joining from her most recent role as President of Advertising at Ogilvy China, Po specialises in cultural and organisational transformation using her craft in the consulting space to help companies elevate their strategic relationship with clients. 

In her new appointment as CEO, Po will be responsible for leading the network offering across Mainland China, Hong Kong and Taiwan. Fully leveraging all the Mediabrands agencies and functions as a future facing media and communications partner to its clients’ business. 

Leigh Terry, CEO Mediabrands APAC said, “With an in-depth understanding of the complex ecosystem in Greater China, Melinda will focus on strategies to transform and futureproof the Mediabrands business across the Greater China region to anticipate the needs of our clients in the short, medium and long term.” 

Terry added that along with Melinda Po’s China digital marketing expertise, “Melinda has a fast-paced, modern outlook, with an open and empowering leadership style proven to be successful in driving transformation and top-line growth.” 

Melinda Po commented, “The ability to drive effective change and create positive transformative outcomes is a philosophy that I am deeply committed to and passionate about. In joining Mediabrands, I am eager to add my expertise and help chart the next stage of development across Greater China, leveraging the network’s strength in data, technology, content and commerce to build new and innovative partnerships.”

Melinda Po’s appointment to CEO Mediabrands Greater China is effective immediately, she will be based in Shanghai and report to Leigh Terry, CEO Mediabrands APAC.

Singapore – Mediabrands, IPG Mediabrands’ media and marketing solutions arm, has appointed Harrison Boys to the newly-made role of APAC director for standards and investment product, effective immediately. He will be responsible for leading the strategic direction and product development for digital standards in the Asia-Pacific region, and will focus on developing and maintaining long term brand hygiene strategies.

In addition, Boys will be also responsible for working closely with partners to ensure that their product development roadmap is aligned with Mediabrands future facing standards strategy; and developing internal products that provide a more transparent view of our partner ecosystem to our clients.

With eight years of industry experience, five of which with Mediabrands’ MAGNA, he has been responsible for delivering significant projects around brand safety, ad fraud, media responsibility, and in-depth media partner assessments, in addition to developing investment products.

One of his notable works include being the author of the “2021 Dis/Misinformation Challenge for Marketers” research study report, which examines the accelerating amount of inaccurate and misleading content appearing across online news outlets and social media platforms; and what brands can do to ensure a more brand-safe environment.

Speaking about his appointment, he said, “I am excited to be working back home in the Asia-Pacific region. Working in such a diverse region is an exciting prospect as it offers significant opportunities to contribute to the sustainability of the online ecosystem.

He will be reporting to Raja Kanniappan, chief financial officer at Mediabrands APAC, and will be based in New Zealand.

Kanniappan said, “The topics areas Harrison specialises in have become increasingly important to clients, agencies, and the wider industry. Harrison’s objectives for the region will be to implement strategy and education on media standards, increase alignment and capabilities for assessing our media partners, and working with existing teams to advance our investment product.”

Meanwhile, Leigh Terry, CEO at Mediabrands APAC, commented, “Welcoming Harrison to Mediabrands Asia-Pacific is the latest in a series of key appointments where we are investing in specialized talent within our region to provide a central and consistent focus to progress the health and sustainability of our industry, in addition to working with clients and platforms to share best practices around upholding suitability standards for advertisers.”

Philippines – Media and marketing agency Mediabrands in the Philippines has announced the elevation of Tricia Camarillo-Quiambao, former chief growth officer for IPG Mediabrands Philippines and managing director for Initiative Philippines, to now assume the position of CEO.

Camarillo-Quiambao brings with her 27 years of experience,  the majority of which within the IPG network including 20 years in business leadership, and executive committee roles for McCann Worldgroup Philippines. She is also an advocate of business growth through modern marketing.

Commenting on her appointment, Camarillo-Quiambao said that leading the organization at this time is a purpose she takes very seriously, and together with the strong client and partner network, they are on their way to an even higher trajectory.

“Mediabrands Philippines is built on strong capabilities; its consistently outstanding performance made possible by an extraordinary team bound by a unique culture,” said Camarillo-Quiambao.

Meanwhile, Leigh Terry, Mediabrands’ CEO for APAC, said, “It always makes me very proud to be able to elevate such quality leadership talent from within our own organization, and even more so to be fulfilling the plans and wishes of our much loved long-standing predecessor leader of Mediabrands Philippines, Venus Navalta.”

Kuala Lumpur, Malaysia – Nestlé’s classic energy drink MILO tries to define what it really means to have the ‘Malaysia Boleh’ or Malaysia’s can-do spirit in its latest animated ad for the celebration of Merdeka and Malaysia Day.

Malaysia will soon be celebrating its country’s independence on Merdeka day on 31 August as well as on 16 September, which is the country’s official independence day. In time for the commemoration, MILO has partnered with Reprise Digital, Mediabrands’ digital creative agency to create an animated film that would bring tribute to the Malaysian spirit of strength.

Titled ‘Tetap Di Sisi Walau Berganti Generasi’, or which means ‘always by your side’, the ad highlights MILO as a symbol of strength that has stayed with Malaysians over many generations, which is a parallel to the 64-long historic journey of the country since it became independent in 1957.

MILO_MERDEKA

The ad answers the question, “So what would be the pillars of our strength be then?” The film shows that strength can be ‘given’ and shown in many different ways. It can be through the sharing in the happiness of each other and the fostering of a precious friendship. The ad also shows that strength can be passed on through random support from a stranger.

These were depicted through the cheers of a MILO cup, the sharing of blessings between friends and family through money that was carefully saved in a repurposed MILO tin, as well as the giving of food donations to those who need them the most.

Ultimately, the answer still lies in being able to have the ‘energy’ to overcome own challenges and to become a person for others, which has always been the brand’s slogan.

“Almost like a divine inner whisper, ‘We can;’ for within that energy, lies the strength to overcome challenges,” said in the film.

Reprise Digital’s Creative Director Eddy Nazarullah shared that what they wanted to convey in the film is the spirit of never giving up.

“Though the world has been put on lockdown, it is inspiring to know that nothing can stop creativity and the generosity of spirit which is Malaysians supporting Malaysians.”

“There are many who are struggling through hardships, Malaysians can and will get back up stronger. This film is meant to show the strength in spirit of Malaysians and serve to remind us that as a nation, we are unstoppable,” Nazarullah adds.

Meanwhile, Ng Su Yen, business executive officer of MILO, commented, “Although this year’s Merdeka and Malaysia Day is celebrated differently without the usual parade or fanfare, we want Malaysians to reminisce what we have accomplished together for the past 64 years and how we keep striving to create a better Malaysia.”

Ng Su Yen added, “The team at Reprise have managed to bring that message of hope that MILO brings of ‘staying by your side’ in special times.”

In addition to the film, MILO has also released limited-edition commemorative tins. MILO reimagines its classic tin with two new designs that have been customized by a local designer from ‘Loka made’ to portray the intrinsic culture of Malaysian’s heritage and lifestyle, “both in and out of home.”

Moreover, an augmented reality element has been incorporated by way of a QR code on the tins, with designs portraying the ‘Warung’ known as a roadside stall, and ‘Kopitiam’, a traditional coffee shop setting. 

As of writing, the film has already garnered over a million views since its official launch on 16 August. The digital-only campaign will be running until Malaysia Day on 16 September.

The limited-edition tins are available on both Shopee and Lazada.

Bangkok, Thailand – Mediabrands’ culturally-driven media agency, Initiative in Thailand, has just announced a new leadership appointment, promoting former chief strategy officer of Mediabrands Thailand, Sora Kaitkanarat, to the position of chief executive officer.

The appointment comes after the promotion of Kaitkanarat’s predecessor, Malee Kittipongpisal, who will assume the role of executive business consultant at Mediabrands Thailand through 2021.

Kaitkanarat brings with him more than 23 years of specialized experience in advertising, brand consultancy, and media. Prior to joining Mediabrands, he has previously worked as the managing director of communications firm HAVAS, the lead strategy and business development of advertising and marketing company Lowe Lintas Thailand, and the strategist at Dentsu Young & Rubicam.

In his new role, Kaitkanarat will be spearheading the rapid expansion of the organization’s core competencies, to cement its position as the brand business growth partner. He will be using the agency’s approach to rapidly interpreting and activating on cultural data signals – Cultural Velocity™ – to help clients cut through and resonate in a dynamic and disruptive era.

“I look forward to driving progressive solutions for our clients and working even more closely with our business partners. Great work starts with a happy workforce and my overriding ambition is to lead Initiative Thailand to be the best place to work in the market for our talent,” said Kaitkanarat, regarding his appointment.

Meanwhile, Leigh Terry, the CEO of Mediabrands APAC and the CEO of Initiative APAC, commented that Kaitkanarat is both a passionate strategist and a true entrepreneurial leader who has a track record of driving business development and innovative solutions in the Thailand market.

“It gives me great pleasure to witness the development of our own brilliant talent and to be able to appoint this key leadership role from within our ranks. Sora has been a strategic driving force behind the strong track record of the Mediabrands Thailand network and will continue this strong forward momentum for the Initiative brand,” said Terry.

Dr. Tharaputh Charuvatana, Mediabrands Thailand’s group CEO, said, “I am confident that he will help build the third decade of Initiative Thailand’s success, following his notable predecessors Khun Wannee and Khun Malee.”

Sydney, Australia – Media and marketing agency Mediabrands in Australia has recently announced the appointment of Maria Grivas as the new CEO of Reprise, Mediabrands’ digitally-led full-service performance agency in the country.

Prior to her new role, Grivas has previously worked as the chief data and technology officer at media agency UM Australia, a role she has had for the past three and a half years, and has been a member of UM’s senior leadership team. She has also been a mentor across the Mediabrands group on digital development.

Grivas’ appointment came after the resignation of CEO Matt Sallis, who cited family reasons related to travel restrictions from his base in Canada. In taking the leadership role at Reprise, Grivas will be playing a key role in shaping the group and will also be joining the Mediabrands Australia Executive Leadership Team.

Commenting on her appointment, Grivas said, “Having already worked closely with Reprise for some time, I am very excited about the CEO role. The business has a large team of very talented people doing great work and my ambition is to help elevate their successes as the industry evolves at pace.”

Meanwhile, Mark Coad, the CEO of Mediabrands Australia, commented that Reprise Australia plays a vital role in supporting the teams and clients with world-class communications solutions, and Grivas is the ideal future leader for the business.

“I’m thrilled that Mediabrands has the talent of Maria’s caliber to promote into such an important leadership position, as well as her high-quality team members. We will find Maria’s successor for her role in UM Australia in due course,” said Coad.

Reprise Australia has more than 150 people and offices in Sydney, Melbourne, and Brisbane, as well as Perth. The business works with many of Mediabrands’ clients across the group and also has independent clients.