Marketing Featured ANZ

This latest ad reminds everyone that everyday is a day to check on someone’s mental state

Australia – As part of the observance of the National Day of Action this September 8, the Australian non-profit suicide prevention organisation R U OK? has launched a new campaign to remind everyone that every day passing is a day for someone to check up on their loved ones, family, and friends regarding their mental state.

The ad, conceptualised by Ogilvy Australia, encourages Australians to do what it all takes to have these meaningful conversations and need to be having them with the people they care about every day – in the car, at the beach or around the BBQ. 

The organisation also encourages viewers that the ‘R U OK?’ idea is one that speaks to every Australian, giving them the confidence to ask the simple, but potentially life-changing question, ‘are you OK?’.

Katherine Newton, CEO of R U OK?, said “I think it’s a message everyone can relate to because we all think we’re experts in a range of things so why be reluctant when this is something we can actually do. By having regular, meaningful conversations, we can help the people we care about feel supported before they are in crisis and, if that conversation does get too big for us, we can guide them to seek professional help.”

Meanwhile, Toby Talbot, chief creative officer at Ogilvy AUNZ, commented, “I can’t think of a more important subject than mental health in Australia right now. And to have such an iconic Australian director as Justin Kurzel help us bring the idea to life has been huge for all of us. A special shout out to all our production partners who showed us how much they care with their time and effort.”

Marketing Featured Southeast Asia

Cadbury honours Malaysia’s Independence Day via glimpse of history

Malaysia – In celebration of Merdeka, the Independence Day of Malaysia, Mondelēz International’s chocolate brand Cadbury has launched a touching tribute to the founding of Malaysia. Called ‘Merdeka Unseen’, the campaign uses technology to take audiences on a sentimental journey through history.

Created in collaboration with creative agency Ogilvy Malaysia, the film features Johan, a gentleman that was present during that iconic Merdeka Day in 1957 and brought him back to the stadium to relive that experience. real-time, as he walked through the stadium, memories were projected onto the seats where those moments happened. 

Through Johan’s memories of Merdeka, the film serves as a reminder that generosity has always been at the heart of the Malaysian spirit and when people all take the time to look, they can find goodness everywhere around everyone.

Cadbury said that Merdeka is equivalent to ‘The Superbowl’ in Malaysia. Big and small brands all celebrate this momentous occasion with salutations and tributes. While it is a popular season, the sea of sameness has been prevalent: messages of unity, breaking down cultural barriers and differences, coming together, and resolving differences. But as a brand that has been in Malaysia for over 100 years, Cadbury wanted to show a side of Merdeka that’s never been seen before. 

For 65 years, the topic of Merdeka has centred around the iconic speech of Tunku Abdul Rahman. It’s been studied in schools and plastered across advertising campaigns nationwide. But Merdeka is more than just that speech. Through the use of technology, the film brought to life the many symbolic moments that happened that same day, defining the spirit of what it means to be Malaysian. Instead of centring the narrative around one man’s speech, Cadbury centred the campaign around the millions who watched that speech and more.

Nikhil Nicholas, SEA marketing lead for chocolates at Mondelēz International, said, “Cadbury Dairy Milk has always strived to shine a spotlight on the generous instinct that exists in all of us and found the perfect opportunity here to do just that this Merdeka, by recreating Johan’s memories of the everyday goodness that he witnessed all around him on that momentous day.” 

Meanwhile, Nizwani Shahar, Ogilvy’s chief executive for Malaysia, shared that Cadbury Dairy Milk is an iconic global brand, and they are proud to be part of a winning team that continues to drive brand impact and business growth in a modern landscape. 

“We hold the Cadbury flag high having worked on this business for so long and the ability to keep pushing out impactful, powerful work is a true testament to a solid partnership with clients who give us permission to play and push boundaries,” said Shahar.

Adrian Miller, Ogilvy’s chief creative officer for Malaysia, noted that the truth of today is that no one wants to spend any second of their day watching any form of advertising, especially during an occasion like Merdeka where the same stories have been rinsed and repeated. 

“But what people do want to watch is a powerful story that they haven’t seen before. A story that intrigues them and adds value to their day. That’s what we aspire to do with every piece of work and that’s a shared ambition we have with our partners at Mondelēz,” said Miller.

Marketing Featured APAC

Ogilvy Asia continues to bolster creative team with new hires

Singapore – Creative agency Ogilvy Asia has announced a new slew of hires to bolster its creative team in Singapore and Hong Kong, namely Nikhil Panjwani as regional executive director; Dan Parmenter as creative director; Hugo Suíssas as senior art director; and Tiago Silva as senior copywriter.

The new recruits will primarily work within OpenX – WPP’s bespoke team dedicated to The Coca-Cola Company and its portfolio of brands across Asia Pacific – whilst also supporting Ogilvy’s growing client demand in Asia for cross-capability ideas that generate impact across geographies and cultures.

They join an existing team of other hires including Regional Executive Creative Director for Ogilvy Asia Sarah-Leith Izzard and Associate Creative Directors at Ogilvy Hong Kong Stratos Efstathiou and Soenar.

Panjwani joins Ogilvy Asia as regional executive director, based in Singapore. He brings close to 20 years of creative experience, the last seven as creative director for BBH Singapore. Born and bred in Bombay, Nikhil has led teams across India and Southeast Asia to produce award-winning work for leading global brands.

Meanwhile, Parmenter most recently served as creative director for M&C Saatchi Abel in South Africa, steering the creative output of key accounts including Nando’s, Standard Bank and Lexus. A copywriter by trade, he brings strong strategic expertise in ideating and bringing big creative ideas to life, having previously worked as copywriter and creative group head at Ogilvy Johannesburg between 2008 and 2015.

Based in Singapore, Suíssas and Silva have met at Lisbon-based agency Brandia Central in 2013, and have worked together at agencies across Portugal, including excentricGrey, Young & Rubicam Group and O Escritório, serving clients in the auto, retail and banking sectors.

Reed Collins, chief creative officer for Ogilvy in APAC, commented, “We are blessed with such extraordinary creative talent across the region, with this team being specifically built as a microcosm of that around being the best creative partner for our clients’ growth ambitions globally. Our creative bench has never been stronger and ambition greater.”

Marketing Featured Southeast Asia

Chatree Chokmongkolsatian appointed as Ogilvy Thailand’s new chief strategy officer

Bangkok, Thailand – Ogilvy has recently appointed Chatree Chokmongkolsatian as its newest chief strategy officer in Thailand, where he brings in unrivalled expertise in modern marketing strategies to the local team.

Before joining Ogilvy, Chokmongkolsatian was previously the head of business and strategy group at Cheil Worldwide, specialising in digital and retail marketing – ranging from brand communications, media and data, experience, e-commerce, to new and emerging platform businesses. 

He has also been the vital force behind phenomenal successes of many leading brands in several industries namely Samsung, Siam Commercial Bank (SCB), Nestle, Advanced Info Service (AIS), Thaibev, Beiersdorf, among others.

Speaking on his new appointment, he said that he is confident that he will be able to leverage his extensive experiences to build on Ogilvy’s creative leadership and continue to generate more impact for their clients.

“To me, taking on the new role at Ogilvy Thailand is both an opportunity and a challenge. Ogilvy is undoubtedly an industry leader with groundbreaking creative innovations that constantly excite the industry and produce real business results. However, every marketer nowadays has been challenged head-on by the rapidly changing social conditions, media consumption behaviours, as well as the technology landscape.” 

He added, “The marketing solution that worked 3 months ago may not be so effective today, and Advertising may not be the only solution to clients’ problems. Building exceptional experiences for products or brands needs an omnichannel approach, as each method has different purpose and way of reaching customers, and as we are living in the age where people are willing to pay fees for ads-free viewing and are super strict with their personal data and privacy.”

Meanwhile, Nopadol Srikieatikajohn, chairman at Ogilvy Thailand, commented, ‘Chatree is a great example of the new generation of leaders who set new standards for every work that they do, with profound knowledge and experiences in the ever-changing modern marketing strategies and tactics, paired with deep understanding of clients’ businesses. All of this makes Chatree the perfect person to lead our strategy capability and pioneer new strategic offerings for our company and clients’ growth.”

Marketing Featured Southeast Asia

Ogilvy Malaysia names Michelle Ong as new executive group director

Malaysia – Creative agency Ogilvy in Malaysia has appointed Michelle Ong, former CEO of Dentsu One Malaysia, to be its new executive group director.

In her new role, Ong will be driving the agency’s borderless creativity strategy, approach, and opportunities across key clients, as well as elevating the diversity and business leadership capabilities across existing and potential clients. She will be reporting to Nizwani Shahar, CEO of Ogilvy Malaysia. 

Moreover, Ong will be joining the agency management team and will be working closely with Adrian Miller, Ogilvy Malaysia’s chief creative officer, Paul Gage, Ogilvy Malaysia’s strategy director, Edmund Quah, Ogilvy Malaysia’s senior program director, and the Ogilvy leadership Team. While she will focus primarily on account management, Ong’s general management experience will be critical in driving the agency’s goals. Her role will also entail streamlining the agency’s internal processes, managing key department operations, and providing guidance and leadership to agency staff members.

Ong is an experienced and solid communications practitioner with 30 years of experience in building a diverse range of brands strategically and creatively. Prior to her recent role at Dentsu One Malaysia, she also served as the COO of Leo Burnett Malaysia. Ong has also spent time in Indonesia where she was the managing director of McCann Worldgroup. Additionally, she has managed blue chip clients and brands, including Coca-Cola, Nestle (Nescafe, Breakfast Cereal), and McDonald’s, as well as Philip Morris, and Dutch Lady, amongst others.

Commenting on her appointment, Ong said, “Ogilvy Malaysia was my jumping-off point in this industry and after a great adventure, I am so glad to return home to where it all started. Ogilvy is a strong network agency which has not only great brands, but also powerful, passionate people that drive creativity with the goal of inspiring brands and people for the better. I look forward to working with Niz and the leadership team to scale greater heights together.”

Meanwhile, Shahar shared that Ong is someone she deeply admire and respect, and with her experience, drive, and proven leadership qualities, Ong brings not only vision and skill but also her wealth of experience in business leadership as well as general management. 

“This is another huge step forward for Ogilvy Malaysia as we move from strength to strength, improving our talent density across all levels and departments, and creating a diverse makeup of senior leadership to chart the path of growth. I am thrilled to have Michelle back in the family and greatly look forward to working alongside her again,” she said.

Marketing Featured Southeast Asia

Sieg Penaverde appointed as Ogilvy Indonesia’s Group CEO

Jakarta, Indonesia – Ogilvy has announced the appointment of Sieg Penaverde as the new group chief executive officer for Indonesia, succeeding previous CEO B. Ramanathan who moves to a regional role.

In his new role, he leads an Ogilvy Group powered by close to 300 experts in brand communication and activation, digital experience, public relations, health and content studio who work fluidly together to unleash impactful creativity that grows its clients’ brands and businesses.

Having held leadership positions in the Philippines, Mexico, Japan and Indonesia, Penaverde brings invaluable global, regional and local insights and wealth of experience in unearthing creative solutions through data and technology fueled with powerful cultural truths. 

Speaking on his new role, he said, “Beyond the amazing talent and expertise across the Ogilvy family, it is the power of borderless creativity and the resilience of our people through the challenges of the pandemic that has inspired us all. We did not allow anything to get in the way of delivering impactful creative work. This strength in numbers gives us the confidence to deliver against the mandate of uncovering growth opportunities for our clients.”

He added, “We also embrace a shared goal doing our part to ensure that we come out of this pandemic with a better normal, not just a new one.”

Meanwhile, Kent Wertime, co-CEO of Ogilvy Asia, commented, “I couldn’t be happier that Sieg is taking on the leadership role in Indonesia. During his tenure with the Ogilvy Group in Indonesia – first as head of Bates and more recently with the additional responsibilities across the whole group as group COO – Sieg has proven to be a trusted and worthy leader, and a natural successor as head of the Group. Sieg is supported by a very capable executive leadership team, who are aligned to Ogilvy’s mission to help our clients in Indonesia.” 

Marketing Featured APAC

Ogilvy hires new chief creative officers in Hong Kong, Indonesia 

Hong Kong – Ogilvy has announced new senior hires in its Hong Kong and Indonesia offices, namely John Davenport as chief creative officer for Hong Kong and Woon Hoh as chief creative officer for Indonesia.

Both will be responsible for driving Ogilvy’s creative agenda, delivering innovative solutions at the intersection of Ogilvy’s core capabilities, as well as developing new talent.

Hoh has worked at top network agencies all over Asia – including Darcy, BBDO, McCann, JWT and HAKUHODO. Prior to taking up the role as chief creative officer of HAKUHODO ASEAN, as well as executive creative director of HAKUHODO Indonesia.

Meanwhile, Davenport joins from Havas South Africa, where he was responsible for all creative output at the agency, with a track record of facilitating meaningful connections between brands and people through creative, media and technology.

Katryna Mojica, CEO of Ogilvy Hong Kong, said, “John’s strong body of work speaks for itself, but he’s also been great at shaping people and teams, and is someone that you genuinely want to work with. It is great to have him join us in Hong Kong and am looking forward to partnering with him.”

Meanwhile, Reed Collins, chief creative officer for Ogilvy in APAC, commented, “As we emerge from the worst of the pandemic, we are seeing renewed energy from our clients across the region looking to accelerate their marketing ambitions. We are responding in kind with significant investments in our senior creative leadership whilst focusing on our commitment to borderless creativity and agile growth mindset.”

He added, “John and Woon are both highly talented and well-respected creative leaders known for their ability to come up with big ideas that drive business-changing impact for clients. I have admired Woon’s work for many years. His experience and intimate knowledge of Indonesia in particular adds to our growing arsenal of creative firepower in the region. John has shone at three of South Africa’s most renowned creative agencies including one under his own namesake. We are so fortunate to have this positive ball of energy now in Hong Kong.”

Marketing Featured APAC

Ogilvy Asia names new chief marketing officer, chief communications officer

Singapore – Ogilvy today announced new senior leadership appointments in Asia, including B. Ramanathan (Ram)’s nomination as chief marketing officer for and Janet Tsai’s promotion as chief communications officer

Through the appointments, both appointees will work hand in hand to strengthen Ogilvy’s position as a creative partner for growth, developing and promoting new modern offerings across Ogilvy’s five business units across content, data and technology.

In his new function, Ram will lead Ogilvy’s go-to-market approach in Asia, responsible for accelerating marketing and new business efforts. An agency veteran of 22 years, Ram most recently served in a dual position as chief executive officer for Ogilvy Indonesia and Bates CHI & Partners Indonesia.

Following Ram’s regional promotion, Ogilvy’s operations in Indonesia will now be led by Sieg Penaverde, who previously assumed the chief operating officer role in the country. 

Meanwhile, Tsai’s appointment is added to her existing role as VP for marketing and communications for Ogilvy China and global lead for Ogilvy’s Outbound Practice. In the added role, she will work closely with Ram to elevate Ogilvy’s reputation, promote new offering and services, and showcase the impact of borderless creativity to drive Ogilvy’s clients business growth. 

Tsai is a seasoned leader with PR, brand building, crisis management and integrated content planning experience across a number of industries including technology, finance, auto, entertainment, fashion and luxury.

Kent Wertime, chief executive officer for Ogilvy Asia, said, “Ram has been a terrific leader for our business in Indonesia. He has a huge heart for our clients, for our staff, and for the work we do to help grow our brands make an impact in the world. We are incredibly excited to have Ram at the helm of our marketing and growth function to help our clients push boundaries and make the most of the opportunities in this part of the world.”

Meanwhile, Chris Reitermann, chief executive for Ogilvy Asia and Greater China, commented, “Janet has played an instrumental role in leading corporate communications in China in addition to her client-facing duties for our China Outbound Practice. Her strong expertise and performance in China made her a natural candidate to take the reins of our regional communications as we enter a new exciting growth phase.” 

Marketing Featured Southeast Asia

Beer brand Guinness spotlights brand elements in new campaign via Ogilvy

Malaysia – Beer brand Guinness in Malaysia has launched a new credential campaign titled ‘It’s a Matter of Taste’, which highlights its quality ingredients, brewing process, and unique taste, This campaign serves as inspiration for building a world where good taste can permeate everything from occasions to conversations.

The campaign was developed in partnership with Ogilvy Malaysia. The agency was tasked to provide campaign brand strategy, creative solutions, and digital, as well as social experiences, and trade marketing collateral support for the brand’s latest campaign.

Pablo Chabot, marketing director at Heineken Malaysia, said, “Ogilvy never fails to deliver on energy and knowledge – a global powerhouse with strong local insights and shared goals. The team showed a great appreciation for our brand values but are also able to think holistically about all the elements that are needed to level up Guinness’ position in Malaysia.” 

Meanwhile, Nizwani Shahar, CEO of Ogilvy Malaysia, commented that Guinness is an iconic brand, and they are proud to be able to drive brand impact and business growth in a modern landscape, speaking to new drinkers. 

She further shared that they hold the Guinness flag high having worked on this business for so long, and with this win comes greater renewed energy. They have shared values as brands and businesses: bold, distinctive and with a laser-focused drive to succeed.

“We are extremely proud of our team who demonstrated one of Ogilvy’s core values of always practising divine discontent, and in their efforts proven our right to continue to be Guinness’s agency partner. We greatly look forward to continuing to drive brand salience and brand preference with big ideas that are meaningful, disruptive and enduring,” said Shahar. 

Adrian Miller, chief creative officer at Ogilvy Malaysia, noted, “It’s a matter of taste is the ultimate invitation to the world of Guinness – a world with a rich history made up of uniquely brewed ingredients that gives Guinness its iconic taste. This taste is further emphasised by the people who drink Guinness.”

The campaign will be running until September 2022, and includes social media, modern on-trade, traditional off-trade outlets, and activation across the country. Additionally, special Guinness premiums will also be made available to commemorate the occasion.

Marketing Featured APAC

Ogilvy Health names executive group director, two senior hires for Singapore team

Singapore – Ogilvy Health, Ogilvy’s marketing and communications practice for health brands, has newly appointed its executive group director for Singapore – Nadeem Amin. With 25 years of creative and leadership experience on both the agency and client side, Amin has helped some of the most influential global brands advance their growth agenda in APAC through digital transformation.

In his new role, Amin will be responsible for leading the fast-growing Ogilvy Health team in Singapore, leveraging Ogilvy’s strong healthcare and technology capabilities to support clients with their business growth across Asia.

Commenting on the appointment, Pierre Robinet, president of Ogilvy Health in Asia, said, “We are entering a new healthcare era, where digital technology giants are redefining access to healthcare, where patients should be at the core of our marketing offering, and where engagement with healthcare stakeholders must be personalized through advanced technology and data. Nadeem’s background and expertise across content, data, technology, and media orchestration [are] unique and will be instrumental to accelerate our expansion in Asia.”

With over two decades of industry experience across strategy, digital, strategy, marketing, media, technology and leadership roles, Amin started his career in Australia as a creative, then rapidly supported brands in their digital transformation, notably leading Kellogg’s digital acceleration across South East Asia. He moved to Hong Kong to work as head of digital for Danone Greater China and later lead HSBC’s performance, technology and innovation agenda across 13 markets in APAC as managing partner for PHD.

Amin most recently served as regional managing partner at UM Worldwide, where he spearheaded the deployment of digital and data-led customer acquisition strategies, precision and performance marketing, and technology partnership consolidation for Johnson & Johnson’s consumer, vision care and OTC businesses in APAC.
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Following the rapid growth of their practice in the region, Ogilvy Health also announced two senior leadership appointments in Gopika Balraj, who joins from healthcare data science company IQVIA, and Jessica Geli, who joins from Publicis, where she led regional consumer health accounts. Both will be based out of Singapore and work closely with Nadeem as business directors to support Ogilvy’s various pharmaceutical, Medtech and healthcare clients in their digitalization efforts.

Just recently, Ogilvy Health released its whitepaper ‘Patient-Centric Marketing: Leveraging empathy and data to improve care’ with the aim to illustrate how the health industry and patients alike stand to benefit from digital healthcare.