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Marketing Featured ANZ

Now We Collide rebrands digital employee experience company Azuronaut to Cocentric

Sydney, Australia – Independent creative agency Now We Collide launched a new campaign unveiling digital employee experience company Azuronaut’s new name, Cocentric.

The rebranded Cocentric aims to improve the digital employee experience in order to ‘bring people and tech together to unite and connect the workplace’. It is also set to launch today across the UK, Europe, Australia, and New Zealand with a redesigned website, and digital and social media presence.

Global brands like Kerry Group, Populous, Pladis (McVitie’s, Godiva), and The White Company have already partnered with Cocentric to improve their employee communication and collaboration strategies.

In its rebranding efforts with Cocentric, Now We Collide overhauled the company identity by creating a new company wordmark, which is a play on the words collaborate, communicate, and centric.

The agency also created a new logo, style guide, and brand strategy for the company. It also refined and defined Cocentric’s core company values, mission, vision and purpose.

“Our approach to the digital employee experience is unique and our rebrand as Cocentric reflects this, clearly differentiating us from the competition. The rebrand has already been embraced by our employees and stakeholders and we’re excited to see it go live,” said Regan Collins, Cocentric’s founder and CEO.

Cocentric COO Brett Secole also comments, “Our business had evolved hugely over the last few years and the relaunch as Cocentric represents an expression of our huge growth, providing our clients, employees and wider stakeholders real clarity on our strategy moving forwards.”

On collaborating with Now We Collide for the rebranding, Rhea Hokayem-Conway, head of marketing at Cocentric said, “We reviewed a number of proposals as part of the pitch process and Now We Collide immediately stood out due to the calibre of their work, their insights led strategy and their understanding of the challenges we faced.”

She added, “Everything was very collaborative from the outset, this has enabled us to get the very best out of the partnership with them, and we’re looking forward to working closely with them in future as we continue to roll out marketing plans”

Keir Maher, CEO and managing partner at Now We Collide also said, “Cocentric is a dynamic company on the move, with a market-leading mindset and that sits perfectly with our approach. As a team we were totally aligned from day one on the challenges and where we needed to get to. It’s always a great experience to work with businesses with similar values on collaboration, embracing change, challenging conformity and our ambitions for the future. The result speaks for itself with a much clearer brand look, feel and sound.”

Kurt Toohey, creative director at Now We Collide explained, “The visual identity and brand framework firmly sets Cocentric apart in their category and gives the team a solid foundation to build on as the brand continues to evolve. Along with a new name, we developed a simple, yet strong wordmark, brand symbol, refreshed colour palette and layout system.”

Toohey added, “Animated versions of the brand symbol and wordmark were also created, with the symbol variations subtly alluding to the brands purpose to ‘unlock the best in people’, with the silhouette of a lock forming before transforming into the open ‘C’ shape.”

Prior to the collaboration with Cocentric, Now We Collide was also tapped by digital transformation firm TMX to manage its brand strategy.

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Marketing Featured Southeast Asia

Meta’s latest campaign for APAC spotlights ingenuity of SMBs

Singapore Meta has launched a new campaign in APAC that aims to showcase the ingenuity of small businesses across the region. The campaign, ‘Good Ideas Deserve To Be Found’, was done together with Sydney-based independent creative agency Now We Collide.  

The campaign consists of a series of 15-second advertisements and highlights the stories of nine different SMBs from countries in the region including Australia, Hong Kong, Indonesia, Japan, and Korea as well as the Philippines, and Thailand.

Each of the creative executions centres on revealing the ‘invisible’ product of a small business. One shows a boy wearing a bike helmet and pads apparently floating along before an Instagram ad unit reveals the bike he is riding. Another features a woman who looks like she is practising Jiu-Jitsu only by herself,  before revealing that she is, in fact, sparring with her instructor.

The goal of the campaign is to raise awareness about the tools and resources available to help small businesses connect with new audiences and expand their businesses online. It’s based on the premise that there are millions of fantastic ideas ‘floating around’, and that it can be challenging to make it stand out from the rest. 

Alex Sloane, director of marketing, Meta Australia & New Zealand, said that the last two years have been uniquely testing times for SMBs, providing some serious challenges with store closures and new opportunities with the explosion in digital retail.

“With this campaign, we wanted to draw attention to the wealth of resources available to help them use digital tools to even better effect, with the potential to create truly global businesses. We genuinely believe that ‘Good ideas deserve to be found.’ and can come from anywhere,” Sloane added.

Ryan Bodger, chief creative officer for Now We Collide, shared, how excited they are to be involved in a campaign that would help out many SMBs across APAC, especially as it was filmed during one of the more challenging periods of the pandemic.

Bodger emphasised, “We had to grapple with these challenges as well, and our team was able to bring to life these stories from all across Asia either filming remotely or in-studio and on location in Sydney.”

“By bringing the client into the studio ‘virtually’, we were able to closely collaborate throughout the production process, making approvals frictionless. We streamlined the process through live video offline edit sessions, bringing together various stakeholders from different locations across the globe,” Bodger adds.

Meanwhile, Keir Maher, chief executive officer of Now We Collide, commented, that one of the more positive things the pandemic has given them is the ability to work in ways we never thought possible. 

Maher added, “Quick adaptation to change has always been part of the Now We Collide DNA, but now it is built into our production processes and methodologies. This campaign is testament to our abilities as a nimble and effective team.”

The campaign will be distributed via digital channels and Meta-owned platforms through Dentsu Media.

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Marketing Featured APAC

AU-based digital transformation firm TMX appoints Now We Collide to amp up brand strategy

Australia – APAC digital transformation and supply chain consultancy, TMX, has appointed the independent creative agency Now We Collide, to manage its brand strategy, as the firm expands rapidly across the region.

TMX offers end-to-end digital and supply chain solutions, and works with major consumer brands including UNIQLO, Australia Post, BMW, L’Oreal, and Kmart, as well as Asahi, and Coles.

Through the partnership, Now We Collide has developed a universal visual identity campaign that translates across multiple languages and markets to support TMX’s growth, encompassing digital and social media strategy, as well as a full suite of creative for both organic and paid media.

The new integrated brand campaign is driven by high-end 3D animation and its aesthetic has been made dynamic, fast-paced, visually informative, and warm to echo TMX’s brand purpose – ‘Invent Tomorrow’.

Travis Erridge, TMX’s CEO, said that the new brand strategy firmly establishes the company’s credentials.

“Navigating through the nuances of each APAC market is no small feat however Now We Collide were experts in providing consistency of message. We’re looking forward to continuing our partnership with Now We Collide as we continue our growth across key markets,” said Erridge. 

Now We Collide’s managing partner and CEO, Keir Maher, said that it is a privilege to support a successful Aussie business that’s making such big waves on the international stage. 

“The visual identity, language, and style guide of the campaign is very unique in the category and goes to the heart of TMX as an innovator. We’re proud of this campaign that translates TMX’s unique story onto a global platform and best of all, we’re already seeing the strategy provide positive business outcomes for the team at TMX,” said Maher.