Tag: Ogilvy

Australia – Ogilvy Health Australia has unveiled an expanded and diversified consumer health offering, spearheaded by a newly created senior role, and local arm of a specialist global influencing product.

Designed to apply a culture-led lens to Ogilvy Health’s scientific patient-led work, the expanded consumer health capabilities will ensure health campaigning continues to balance behavioural science, creativity and health experience to drive real impact on business results and Australian lives.  It aims to ensure health conversations occur in culture where they have the greatest potential to cut through.

Leading the consumer health offer is Ben Hickey, who joined Ogilvy Health in late 2024 in the newly-created role of head of consumer health.  Since starting, Hickey has been working on refining the agency’s diversified offering to now officially launch its expansion this month.  This includes the Australian rollout of Health Influence; a global capability, tailored locally, that provides pharmaceutical, healthcare and wellness brands access to the burgeoning influence economy.

Rachel Stanton, managing director at Ogilvy Health Group, said, “Ogilvy Health has long been known for its ability to deliver effective patient advocacy through integrated earned-first creativity and public affairs, and powerful healthcare communication, where education, PR and advertising combine to inspire new thinking.”

She added, “But we recognise that as consumers increasingly find new sources for health information, we need to embrace showing up in culture, backed by science and behaviour theory, to have greater impact on the lives of Australians.  Our expanded offering – including Health Influence – and Ben’s strong experience in the consumer health sector are all key conduits to make this happen.”

A highly recognised communications leader with more than twenty years of agency experience in healthcare, consumer and corporate PR, Hickey joined Ogilvy from Weber Shandwick Singapore where he was Senior Vice President of its Healthcare Division for five years. He has also worked at a range of renowned global agencies leading healthcare teams and clients, including Burson and Edelman in London, among others. 

Hickey said the agency’s strong expertise across disease states, scientific health communication, health policy, health advocacy and behavior change, combined with Ogilvy PR’s numerous consumer and influence experts, “presents a real opportunity to ensure we are engaging and communicating with Australian consumers in a variety of different ways about a multitude of health and wellbeing considerations”.

“It is crucially important that healthcare companies, brands, organisations and campaigns connect with consumers in an accurate, open and authentic manner, and that their communications are solidly grounded in science and authorised claims. In addition, communications must be developed through a distinct culture lens in order to be noticed and truly change behaviour. Ogilvy’s Health Influence offering ensures consumer health work is properly aligned with their target audience, their interests and the cultural zeitgeist in order to generate cut-through and drive change,” he explained.

Moreover, Hickey said that health influence would be a particularly powerful tool in communicating with Australian audiences that are becoming increasingly aware of, and interested in health and wellbeing, and looking to new media sources for information.

“It’s no surprise that consumers are looking for advice from a variety of sources and we know that social media is playing a more important role in that information dissemination than ever before.  Our Health Influence experts understand this unique landscape, and the power of delivering creative effectiveness and powerful narratives told through credible influencers, while navigating regulatory compliance within the sector.”

With strong experience across national, regional and global healthcare clients, Hickey’s approach is “already having traction”, continued Stanton.

“Ben has hit the ground with a bang. He’s already partnering with some big brands, backed by the power the Ogilvy Network offers by way of strategic thinking and creativity, demonstrating the need for a combined culture led, creativity first, approach backed by decades of health experience our Ogilvy team has up its sleeve,” she concluded.

Singapore – Creative advertising agency Ogilvy Singapore has elevated Sharon Ooi to chief talent officer in its operations in Singapore and Malaysia.

Before the promotion, Ooi served as the agency’s director of talent in Singapore and Malaysia for four years.

In her new role, Ooi will oversee Ogilvy’s talents across its offices in Singapore and Malaysia, ensuring a pleasant experience for its employees. Working closely with leaders while spearheading talent strategy, she aims to maintain Ogilvy’s reputation as an ideal workplace.

With expertise in HR functions, Ooi has held leadership positions at Leo Burnett, Publicis Communications, and most recently at Design Bridge Asia. Before joining Ogilvy, Ooi was part of the senior leadership team at the brand design agency, even expanding her remit to encompass China.

At Ogilvy, she will be reporting to Sue Olivier, chief people officer, and Kunal Jeswani, chief executive officer.

“The promotion of Sharon to Chief Talent Officer for Singapore and Malaysia recognises her outstanding leadership, unwavering commitment to our talent team, and her transformative impact on our Ogilvy culture,” Olivier said.

Jeswani commented, “Sharon’s promotion is a testament to her dedication, and the impact she has had on both our culture as well as our talent strategy. She has an exceptional ability to lead leaders. And her passion for building positive, engaging work environments, will spread across everything we do in Singapore & Malaysia.”

“As I step into this new role, I am grateful to Sue and Kunal for recognising my contributions and for their confidence in me. Exciting times lie ahead, as I look forward to further enhancing the employee experience, ensuring our workplace is not only a long-term career destination but also an employer of choice for top talent, where our people can thrive and become our strongest advocates to grow with us,” Ooi commented.

Philippines – Cadbury teamed up with Ogilvy Philippines, Indonesia, and Singapore for a Valentine’s Day campaign celebrating the beautifully imperfect nature of real love.

Cadbury’s campaign highlights how the most meaningful love stories often defy clichés and expectations. It embraces the complexities of real relationships—from the rollercoaster of emotions and differing tastes to shared vulnerabilities and steadfast support through life’s ups and downs.

The campaign features a film depicting a couple embracing their imperfections and celebrating the unique differences that strengthen their bond.

Alongside the campaign film, Ogilvy, in collaboration with Bulletproof, has introduced a limited-edition split-heart package design for the campaign. The design, which symbolises two halves of a whole, highlights individuality within relationships, representing contrasting preferences such as music genres and travel destinations.

The packaging visually conveys the campaign’s central message: that love finds harmony in difference, illustrating how two distinct individuals can come together to form a meaningful connection.

The limited-edition Cadbury split-heart packaging was released in Indonesia and the Philippines.

India – For its latest Valentine’s Day campaign, Cadbury Dairy Milk Silk teams up with Ogilvy India to make expressing love effortless, featuring special packaging with heartfelt messages.

Titled ‘Say it With Silk,’ the campaign acknowledges the challenge of expressing emotions. It features limited-edition packaging with pre-written love notes like “You are my love” and “You are special to me,” making it easier to share feelings through a simple gift.

The campaign includes a film about a penguin struggling to express its feelings. When its initial gesture is lost, a Cadbury Dairy Milk Silk Heart Blush becomes the perfect substitute, highlighting how simple acts can convey deep emotions.

Speaking on the campaign, Nitin Saini, vice president of marketing at Mondelez India, said, “Cadbury Dairy Milk Silk has always been synonymous with heartfelt gestures and playing cupid for couples on Valentine’s, so this year, we’re making it even easier for young lovers to express their feelings with our campaign, “Say it With Silk”. Through this, we are bringing love to life in two beautiful ways—on pack and on screen. Our new packaging makes expressing emotions effortless, while our film tells a story that resonates deeply with the essence of love. Together, they create meaningful moments that go beyond words, making Valentine’s even more memorable.”

The limited-edition Cadbury Dairy Milk Silk packs will be available in retail stores and online platforms nationwide. The launch is accompanied by a 360-degree communication campaign aimed at highlighting the brand’s message.

Kainaz Karmakar and Harshad Rajadhyaksha, CCOs at Ogilvy India, shared, “Through the years, Silk has been nudging young lovers to express their feelings to each other on Valentine’s Day. Every year, the brand finds new ways to land this message. This year, we decided to put the spotlight on the hesitation and the awkwardness of finding the words. The story is told through two adorable penguins as our lead characters. Set in the penguins’ world, the story comes from a universal emotion which everyone who is or has been in love will be able to relate to. Our penguins are a tribute to the first step of every love story – expressing your love.”

“Special mention of our Sr. ECD, Akshay Seth and our director, Harshik Suraiya, along with the broader teams at Ogilvy, Vanilla Films and Mondelez, for leaving no stone unturned to bring this cute, animated story to life,” they added.

Shekhar Banerjee, chief client officer & office head at Wavemaker India, added, “Our campaign moves beyond simple messaging to seamlessly integrate into every stage of the journey of finding love. This Valentine’s Day, we are enabling expressions of love at every touchpoint, from the first blush of attraction to the grand gesture of commitment. By understanding the emotional milestones – the shy glances, the hesitant steps forward, the breathless anticipation – we have strategically aligned Silk with key media channels that resonate with each moment. Imagine live, in-the-moment surprises, authentic influencer partnerships, and content that speaks volumes without uttering a word.”.

India – As part of its annual Valentine’s Day tradition, Cadbury 5 Star has teamed up with Ogilvy India for a bold new campaign that enlists older couples to disrupt the excitement surrounding V-Day.

Cadbury 5 Star’s latest campaign film features a data scientist revealing a pattern: youth trends fade when older audiences adopt them. From skinny jeans to social media, once the older crowd joins in, the youth move on. Cadbury 5 Star applies this logic to Valentine’s Day—if uncles take over, the romance fades.

To put this idea to the test, the campaign directs its Valentine’s Week budget toward older couples, funding their dates to create a visible presence on V-Day. The brand will also amplify romantic content featuring older couples across social media, ensuring their participation is seen both online and offline.

Nitin Saini, vice president of marketing at Mondelez India, said, “At Cadbury 5 Star, we’ve always championed the virtue of doing nothing. Valentine’s Day often comes with a lot of pressure of putting on a romantic show, but it is certainly not for everyone. We wanted to take a light-hearted and fun approach to disrupt Valentine’s Day—by enlisting the help of uncles, who are often the last people associated with romance. It is a fun way to demonstrate the lengths to which we at 5star will go to by battling anything that gets in the way of doing nothing.”

Cadbury 5 Star continues its tradition of helping people “do nothing” on Valentine’s Day. After last year’s time-travel hack, the brand now aims to end V-Day for good—with the help of uncles.

Sukesh Nayak, chief creative officer at Ogilvy India, shared, “5 Star’s counterculture take on the cringe around Valentine’s Day has been gaining popularity year on year, so it was a no-brainer that we’d come back with something even bigger.”

“While last year we explored technological interventions like time travel, this time Karunasagar Sridharan (ECD Ogilvy) came up with a completely different yet simple and relatable solution. And our Creative Tech team, led by Rajneesh Bolia, helped build the platform to interview and recruit ‘uncles’ who can take this mission forward while rewarding the youth so that everyone who is tired of the mush around V-Day can actively contribute to pruning it,” Nayak added.

Shekhar Banerjee, chief client officer and office head at Wavemaker India, also commented, “Cadbury 5 Star, known for its counterculture play, is turning Valentine’s Day into ‘Destroy V-Day’ this year, with a cheeky, disruptive message. Our multi-platform strategy targets a digitally native audience through engaging content on Instagram, YouTube, and Snapchat, while extending reach through strategic TV placements for broader reach. The campaign is amplified through strategic partnerships across cinema, retail, and sports, ensuring maximum impact and resonance. Supported by a unique KOL strategy that mirrors the playful, counter-culture spirit of our brand.”

“In a sea of predictable Valentine’s Day messaging, Cadbury 5 Star is poised to disrupt the norm and own the conversation,” Banerjee continued. 

Those looking to take part in Cadbury’s mission can nominate an uncle they know at www.destroyvalentinesday.com. Selected nominees will receive a “date allowance,” while nominators earn a small “commission” for their participation.

Indonesia – SMBC Indonesia, formerly BTPN, has unveiled a new commercial in collaboration with Ogilvy Indonesia and Seven Sunday Films, marking its brand transformation while highlighting themes of progress, innovation, and inclusivity.

The new commercial is more than just an announcement—it’s a bold statement of intent. It highlights SMBC Indonesia’s mission to empower all Indonesians, from entrepreneurs and businesses to individuals striving for a brighter future.

Directed by Seven Sunday’s RLV, the film uses symbolic imagery to vividly capture the evolution of SMBC Indonesia, ensuring the message resonates on a deeper, more emotional level.

“This project was about more than just a rebrand. It was about evolution, about carrying forward the trust and legacy of BTPN while introducing a new era of possibility. Every shot was crafted to symbolise progress, resilience, and the limitless potential its customers possess,” RLV said. 

With the launch of SMBC Indonesia, the brand entered a new phase, redefining its role as a modern financial institution. The rebrand marks a significant step toward the future.

Afeeq Nadzrin, executive producer at Seven Sunday Films, commented,  “The transition from BTPN to SMBC Indonesia is a defining moment. Our goal was to blend storytelling with innovation, delivering a piece that not only informs but inspires.”

“As SMBC Indonesia embarks on this new chapter with advanced financial solutions and a renewed focus on empowering communities, the bank is ready to support the country in navigating the ever-evolving economic landscape. The campaign is a bold declaration that SMBC Indonesia is here to shape the future,” added Nadzrin.

Malaysia – In celebration of its 140th anniversary, HSBC Malaysia has teamed up with Ogilvy Malaysia to launch an emotionally charged campaign that honours the enduring strength of family, legacy, and the human spirit.

Titled ‘Legacy Lives,’ the campaign goes beyond traditional financial ads, featuring a film that follows a Malaysian family’s journey across three generations—from a father’s humble beginnings and education abroad to his daughter’s self-discovery, deepening his commitment to build a lasting legacy.

Crafted by Ogilvy Malaysia and director Nicholas Lam, the film uses a multi-generational narrative to forge a deep connection between HSBC and its audience, subtly illustrating the bank’s constant support in helping families realise their dreams and aspirations. It also vividly brings each era to life, from the vibrant 1950s to the tech-driven 1990s, culminating in the present day. 

By showcasing authentic stories of resilience, hard work, and family, the campaign underscores that legacy and family values are at the core of the HSBC experience.

Adrian Miller, chief creative officer at Ogilvy Malaysia, said, “This film is more than just a celebration of HSBC’s 140 years—it’s a celebration of the families and values that have shaped generations. From the very beginning, we set out to create something different. No clichéd bank visuals, no product shots—just a genuine, human story.” 

“By telling a narrative that spans three generations, we’ve captured the essence of what legacy truly means. It’s about more than what we inherit; it’s about what we pass on, and HSBC is proud to be part of that journey,” Miller added. 

HSBC’s campaign serves as a tribute for its long-standing and loyal customers, celebrating significant milestones through an emotionally engaging film inspired by real stories. It highlights the company’s 140-year commitment to helping families build intergenerational wealth, staying resilient through challenges, and bridging opportunities across borders since 1884 in Penang.

The campaign will run from September 21 to December 31, 2024, across multiple platforms, including digital, TV, cinema, social media, and in-branch POSM.

India – Cadbury Celebrations, the iconic chocolate brand from Mondelēz International, has teamed up with Ogilvy India and Wavemaker India for its latest Diwali campaign, spotlighting the sweetness of togetherness during the festive season.

As Diwali approaches, families across India prepare themselves for the celebrations, with the air filled with the aroma of sweets and the sound of laughter. This year, Cadbury shifts from its usual #NotJustACadburyAd series to highlight the magic of simpler, more meaningful moments of togetherness.

In the campaign film, Cadbury Celebrations urges families to rediscover the sweetness of in-person connections, reminding us that while virtual greetings are convenient, nothing can replace the warm embrace of loved ones or the shared laughter around the table.

Cadbury recognises that in today’s fast-paced world, technology often replaces genuine interactions, causing the true essence of Diwali to fade in digital exchanges. Through its campaign, Cadbury conveys the heartfelt message, “Message pe muh meetha nai hota (Sweetness can’t be shared through messages),” resonating with those who miss the warmth and joy of in-person celebrations.

Nitin Saini, vice president of marketing at Mondelez India, said, “This year, we wanted to go back to our roots and traditions of togetherness that were embraced during festivities, but the digital age coupled with the increasing physical distance has gotten the better of us. Diwali is a festival that’s deeply rooted in the joy of togetherness, where the warmth of human connections has always taken centre stage.” 

“This year, we wanted to go beyond the usual celebrations and truly capture the essence of what Diwali means—those irreplaceable moments spent with loved ones, where every smile, every hug, and every shared sweet carry the warmth of togetherness. This campaign is a reminder that no virtual greeting can match the magic of being together and celebrating the joy of connection,” Saini added. 

Sukesh Nayak, chief creative officer at Ogilvy India, also explained, “Diwali is the festival of getting together and celebrating with your loved ones. However, with the advancements in technology, we have normalised wishing on text, often lacking the personal touch and joy in these festivities. This year, we’ve brought back the magic of celebrating Diwali with your loved ones, the sweet-old way.” 

Nayak continued, “This campaign is a gentle reminder to move over the endless Diwali forwards and rejoice in the most meaningful connections that best happen face-to-face. Our campaign, film, and activation are a heartfelt nudge to those real, in-person connections that digital screens can never replicate. It’s a reminder that the most precious Diwali gifts are shared, not sent.” 

Also commenting on the campaign, Shekhar Banerjee, chief client officer & office head for West, North & East at Wavemaker India, expressed, “This Diwali, Cadbury Celebrations becomes more than just a treat; it weaves itself into the fabric of the festival, sparking joy and togetherness. Through personalised online experiences, heartwarming influencer stories, and strategic integrations with beloved TV shows and festive displays, the brand is present in every heart and home. Cadbury Celebrations inspires consumers to create sweet memories by sharing the gift of togetherness with loved ones, becoming synonymous with the spirit of Diwali.”

Cadbury Celebrations is set to launch a special initiative aimed at reuniting families across distances. Stay tuned to the brand’s social channels for more details.

India – Colgate-Palmolive in India has unveiled its latest campaign, ‘#TheDailyGrind,’ under the Colgate Strong Teeth brand, addressing the widespread rise in snacking habits across India that contribute to tooth weakening and negatively affect overall oral health.

Colgate’s campaign draws from a study revealing that 44% of Indians are snacking or drinking at any given hour, a behaviour prevalent in both urban areas with frequent munching and rural regions with constant tea and snack breaks.

The campaign highlights how frequent daily snacking accelerates calcium loss from teeth, leading to weakening over time. It also spotlights Colgate Strong Teeth’s formula with arginine and calcium boost technology, which are designed to help replenish lost calcium and strengthen teeth.

Created with Ogilvy India, the campaign features two films following the daily routines of two fathers, one urban and one rural, constantly snacking. Concerned by their behaviour, their sons explain how frequent eating causes calcium loss in teeth and introduce Colgate Strong Teeth as the solution to restore it for better oral health.

The film has been rolled out in two versions across India and contextualised to resonate with diverse audiences.

Speaking on the campaign, Gunjit Jain, executive vice president of marketing at Colgate-Palmolive (India) Limited, said, “8 out of 10 Indians suffer from cavities; only 1 out of 10 realise that they do! The extent of the issue is alarming because we all end up eating food multiple times in a day. This leads to teeth losing calcium through a process known as demineralisation.”

“Frequent snacking will only increase during the upcoming festive season. Just the act of brushing teeth with Colgate Strong Teeth toothpaste can be a savior! Its unique Arginine and Calcium Boost technology remineralises teeth by restoring the lost calcium, making them 2X stronger. Now we can enjoy our favourite foods without the worry of developing cavities,” Jain added. 

Kainaz Karmakar and Harshad Rajadhyaksha, CCOs from Ogilvy India, also commented, “Colgate Strong Teeth explains itself by its name. Our job in communication is to bring that alive in different ways. This year, our insight is about how we end up using our teeth more than we should. How? By munching something or the other all day. This is not about being a foodie or a glutton. If you see the film you realise it is simply the way life is nowadays. Seen through the eyes of a son, the film and the accompanying song, tell the story of a man who ends up eating from morning to night. Credit to Juneston Mathana, our ECD on Colgate and Amit Sharma, from Chrome Films for making this piece so much fun.”

Kuala Lumpur, Malaysia – Ogilvy Malaysia has been appointed by Lactalis, the French dairy giant, to lead the brand revitalisation of its iconic dairy brand, Lactel. The partnership will commence in mid-August and involves an integrated brand campaign aimed at re-establishing these beloved brands in the Malaysian market. 

Following the acquisition of Bliss and the whole range of drinking and spoonable yoghurt, Lactalis currently faces the challenge of becoming a top-of-mind brand in the highly competitive yoghurt category. 

Despite introducing innovative products, driving penetration remains a hurdle due to insufficient brand awareness. Hence, it is crucial for Lactalis to not only continue its innovation streak but also generate significant excitement around these new introductions. By doing so, the aim is to enhance their brand visibility, establish a strong market presence.

Moreover, the win showcases Ogilvy’s strengths in understanding Malaysian culture and consumers, as well as its proven ability to build brands that stand the test of time. This partnership is a testament to Ogilvy’s creative excellence in delivering breakthrough solutions that resonate with Malaysian audiences. 

Lactalis’ decision to partner with Ogilvy comes at a time when the dairy category in Malaysia is brimming with untapped potential. As a market leader, Ogilvy sees this as an opportunity to not only drive brand success but to help Lactalis navigate this new chapter. 

For the agency, the opportunity to work with Lactalis, a company that has a purpose for ‘nurturing the future’ and shares their commitment to innovation and quality, has brought a renewed sense of excitement and to the team.

Joselynn Lim, marketing and innovation manager at Lactalis, said, “We are thrilled to be partnering with Ogilvy, an agency that shares our commitment to innovation and understands the Malaysian market. We look forward to working together to re-establish Lactel and create space for the dairy products as we expand in to the dairy segment in Malaysia.”

Meanwhile, Michelle Ong, executive group director at Ogilvy Malaysia, said, “Malaysia is on a health transformation journey, and we at Ogilvy are beyond excited to partner with Lactalis. With their wide range of products, an exciting innovation pipeline, and a deep commitment to Malaysia, we have all the ingredients to lead this transformation together.”