Tag: Partnership

Netherlands – Heineken has appointed WPP as its global shopper marketing and commerce partner, entrusting the agency with enhancing retail and e-commerce experiences for its flagship brands, including Heineken, Heineken 0.0, and Heineken Silver.

Based at WPP’s Amsterdam Campus, the dedicated team—led by VML Amsterdam—will drive Heineken’s global below-the-line (BTL) marketing initiatives, focusing on developing distinctive and impactful brand experiences across key consumer touchpoints.

Harnessing WPP Open, the company’s AI-powered marketing transformation platform, the team will deliver cutting-edge, end-to-end brand experience and commerce solutions. This includes collaborating with Heineken’s global team to elevate in-store and in-bar brand presence, enhance retail activations, and refine e-commerce strategies to drive sales and optimise the consumer journey.

Furthermore, the team will craft integrated shopper experiences around major sponsorships, including Formula 1, the UEFA Champions League, and live music events—strengthening brand affinity and creating unforgettable moments for fans.

Rutger van der Stegen, global head of BTL Heineken Brand, said, “We were impressed by WPP’s deep capabilities in shopper marketing, including their ability to drive higher efficiencies through WPP Open, underpinned by advanced AI. In addition, WPP’s creativity and deep understanding of the Heineken® brand make them the right partner to increase the impact of shopper touchpoints in our marketing mix, strengthening connections with consumers and driving sustainable growth.”

This partnership extends WPP’s existing collaboration with HEINEKEN, adding to its work across the company’s brand portfolio. Ogilvy currently supports HEINEKEN brands globally and in key markets such as Brazil, Spain, and Mexico, while Design Bridge and Partners has contributed to branding and design efforts, including HEINEKEN’s recent 150-year anniversary campaign.

Rogier Leliveld, chief client officer for WPP in the Netherlands and WPP global client lead for HEINEKEN, said, “We could not be prouder to expand our partnership with Heineken® and leverage WPP Open’s AI capabilities to create world-class experiences for its brands.”

“Commerce and shopper experience are such important drivers of brand power and sales in this category, which makes this opportunity even more exciting. It also allows us to build on our longstanding brand strategy and design partnership with Heineken®. With the added excitement of UEFA Champions League and F1, the potential of this partnership is tremendous,” he added.

Hong Kong – Marriott Bonvoy, the travel loyalty programme of Marriott International, has signed a multi-year agreement to become the exclusive Founding Hotel Partner of Kai Tak Sports Park (KTSP), Hong Kong’s largest sports and entertainment landmark.

As the exclusive Founding Hotel Partner, Marriott Bonvoy will collaborate with KTSP to advance sports, culture, and tourism in Hong Kong, showcasing the city’s world-class events to a global audience.

Commenting on the partnership, John Sharkey, chief executive officer of KTSP, said, “We are delighted to welcome Marriott Bonvoy as the exclusive Founding Hotel Partner at Kai Tak Sports Park. This partnership sets new standards for world-class hospitality and entertainment. Together with Marriott Bonvoy, we will continue to deliver exhilarating and memorable experiences for the enjoyment of Hong Kong, Asia and the world. In turn, we will provide unique and extraordinary moments to Marriott Bonvoy’s guests and members.”

KTSP is set to become Hong Kong’s premier destination for major international sports, entertainment, and cultural events. Through this partnership, Marriott Bonvoy members and guests can access a curated selection of immersive and unforgettable experiences in the city via the Marriott Bonvoy Moments platform.

Betty Tian, managing vice president of customer for Greater China at Marriott International, said, “We are excited to partner with Kai Tak Sports Park to offer guests and members once-in-a-lifetime experiences in Hong Kong’s latest hub for culture, entertainment and sports.”

“Marriott Bonvoy strives to inspire how people want to live their lives and travel. We look forward to working with KTSP to support Hong Kong’s vibrant events scene and amplify its success on the world stage,” she added.

Marriott Bonvoy joins a growing list of major partners recently announced by KTSP, including DHL Express, CTF Life, Carlsberg, and Cathay Pacific.

Indonesia — Indonesian telecom provider Telkomsel has signed a mobile video advertising agreement with Novosol, a global mobile advertising platform, aiming to expand mobile ad revenue in Indonesia’s $20b advertising market.

The agreement is projected to generate $300m within three years, providing brands, advertisers, agencies, and resellers with access to over 270 million mobile users in Indonesia, including 170 million Telkomsel subscribers. It is also expected to strengthen Telkomsel’s position in the market, where it holds a 59% share by revenue.

Through this partnership, Telkomsel will benefit from Novosol’s ‘moLotus,’ a GSM-based platform that delivers 40-second video ads to mobile inboxes without requiring apps or data, supporting Android, iPhones, and feature phones.

Novosol is enhancing moLotus with AI-driven capabilities, including automated ad creation, campaign optimisation, and data-driven insights.

The platform offers scalability, personalisation, automation, and integration to support diverse advertising needs. Its online portal provides advertisers and agencies with business and operational tools.

With various interaction options, charging models, and ad formats like HQ Video and Slideshow, moLotus enables targeted campaigns to enhance visibility, engagement, and conversions. It also helps brands streamline processes, reducing telemarketing, training, and distribution costs. Advertisers benefit from AI-driven marketing and improved ROI, while agencies and resellers gain new revenue opportunities and better margins.

moLotus is expanding its presence in Indonesia’s growing ad market, leveraging its telco partnerships and high-margin potential. Already adopted by brands and telecom providers across Asia—including Malaysia, Singapore, Indonesia, India, and Vietnam—it is also exploring opportunities in the US.

The platform is used across various industries, including banking, insurance, automotive, consumer goods, e-commerce, retail, and government, supporting businesses in enhancing customer engagement and revenue growth.

With the Telkomsel partnership, Novosol strengthens its presence in Asia and continues its expansion into Western markets. With the global mobile advertising market expected to surpass US$1t by 2032 (Statista, Fortune BI), moLotus aims to capture a share of this growth.

India – Digital agency ADK Global India has partnered with Mumbai-based PR firm The PR Stop. to enhance its market presence. The collaboration focuses on integrating data, creativity, and technology to refine consumer engagement strategies.

The PR Stop. specialises in content development, media relations, crisis management, brand positioning, and strategic counsel. Serving clients across creative, edtech, recruitment, and non-profit sectors, the firm leverages strategic communication to shape brand perception and drive success.

Meanwhile, ADK Global India focuses on driving client growth and enhancing customer experiences through innovation in design, technology, and user engagement. With expertise in UI/UX, social media, content creation, and search optimisation, the agency continuously evolves to stay ahead.

As demand for integrated solutions grows, ADK Global India’s partnership with The PR Stop. aims to enhance its visibility and communication efforts. The collaboration leverages The PR Stop.’s expertise in storytelling to highlight ADK Global India’s strategies to media, stakeholders, and industry influencers.

Neville Medhora, chief executive officer of ADK Global India, said, “As a challenger agency, we’re all about simplifying complexity with integrated, tech-driven solutions that deliver real impact. This collaboration will help us showcase how our adaptive approach sets us apart and drives growth in a dynamic industry.” 

Rohini Saldanha, founder & PR strategist at The PR Stop., added, “I’m thrilled to team up with ADK Global India because their innovative, cohesive approach to challenging the status quo and their commitment to client success truly inspires me. At The PR Stop., we’re all about crafting stories that cut through the noise, and this collaboration allows us to spotlight ADK Global India’s mission to lead with relevance and impact.” 

Hong Kong – DHL Express has been named the official partner of the newly opened Kai Tak Sports Park (KTSP), a collaboration aimed at attracting large-scale sports and entertainment events to Hong Kong and bolstering the city’s reputation as a leading hub for mega events in Asia.

Under the partnership, DHL will assist KTSP in hosting a diverse range of international sports and entertainment events in Hong Kong. The collaboration also boosts DHL’s brand presence both locally and globally.

This partnership strengthens DHL’s commitment to the sports and entertainment industry, both locally and globally. With experience supporting events like Formula 1, Formula E, and Manchester United, DHL connects fans worldwide. In Hong Kong, it partners with Hong Kong China Rugby to nurture local talent for the global stage.

“We are delighted that DHL Express is our official partner. We look forward to enhancing the experience of our world-class mega events together. With KTSP as Hong Kong’s home venue, we are committed to bringing more international sports, cultural, and entertainment events to Hong Kong, further transforming the city into an event capital and creating new growth opportunities,” said John Sharkey, CEO of KTSP.

KTSP will host Coldplay’s ‘Music Of The Spheres’ World Tour in April, one of the venue’s key events for 2025. As the official logistics partner, DHL will support the band’s sustainability model by helping reduce transport emissions through initiatives that cut carbon emissions, minimise consumption, and promote green technology.

Andy Chiang, senior vice president and managing director at DHL Express Hong Kong and Macau, said, “DHL Express is honoured to be the Official Partner of KTSP. This underscores our long-term commitment to Hong Kong’s development.” 

Chiang continued, “In line with our purpose of ‘Connecting People, Improving Lives,’ we are excited to support KTSP in hosting world-class, large-scale events. Through our shared values of innovation and mission to promote Hong Kong as a hub for live events, we will connect local and international audiences with their favourite sports teams, athletes, and artists. We believe we can better position Hong Kong as an attractive destination for the sports, cultural, arts, and music lovers.” 

Officially opened on 1 March 2025, Kai Tak Sports Park is Hong Kong’s largest integrated sports and entertainment landmark. In addition to DHL Express, KTSP has partnered with major brands like CTF Life, Carlsberg, and Cathay Pacific.

United Kingdom – Liverpool Football Club (LFC) is reuniting with adidas, striking a multi-year partnership anew. The sportswear giant is set to kick off its deal with LFC in August 2025.

Marking the return of an iconic partnership, adidas will be the club’s official kit partner, seeing the brand supply match kits, training gear, and apparel to all teams and staff.

The partnership rekindles a connection that spans some of LFC’s successful periods from 1985 to 1996 and 2006 to 2012. The previous kits were among fan favourites as they adorned the iconic three stripes.

This marks LFC’s third partnership with adidas.

The new adidas Liverpool kits will be revealed through the brand and club’s channels. They will be available for purchase starting August 1, 2025.

Liverpool is currently in partnership with adidas’ competitor Nike, with the deal set to conclude in July after five years.

Billy Hogan, CEO of Liverpool FC, said, “Everyone at the club is incredibly excited to welcome adidas back into the LFC family. We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time. adidas and Liverpool share an ambition of success and we couldn’t be more excited to partner together again as we look forward to creating more incredible kits to help drive on pitch performance. We’d like to thank Nike for their support over the last five years and wish them well for the future.”

Bjørn Gulden, CEO of adidas, commented, “We are extremely excited that adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base. The jerseys worn during previous partnerships are some of the greatest ever created. We are honoured to once again provide the players with cutting-edge technology to perform at the highest level and are looking forward to creating more classics for the fans.”

Indonesia – As part of its expansion in Southeast Asia, Havas has formed a strategic alliance with Indonesia-based independent agency Moonfolks, uniting Havas’ media expertise with Moonfolks’ integrated and digital marketing capabilities. 

Operating as ‘Havas Moonfolks,’ the partnership will offer a range of services, including traditional and digital advertising, social media, programmatic buying, performance marketing, creative development, and brand strategy. The collaboration aims to streamline media and creative efforts, enhancing the effectiveness and relevance of brand campaigns.

The alliance also reflects Havas’ broader strategy of integrating talent, capabilities, and platforms to streamline media and creative services. The partnership aims to enhance brand solutions by leveraging data, media, and creativity.

Additionally, the collaboration will introduce Havas’ proprietary tools and services, including Havas Market (eCommerce), Havas Play (Content & Activation), and CSA (Data & Tech), to the Indonesian market.

Effective January 6, 2025, Havas’ media team has integrated with Moonfolks, officially launching operations under the Havas Moonfolks brand.

Moonfolks will continue to operate as an independent creative and integrated agency under the leadership of its founder, CEO, and president director, Anish Daryani. Through this partnership, media and creative services will be integrated under the Havas Moonfolks umbrella.

Daryani will also assume the role of president director for Havas Moonfolks, bringing his industry expertise and market experience to drive growth and innovation. He will be supported by Stefanus Christofer (Steven) as general manager, working alongside Pankaj Nayak, the newly appointed president of SEA at Havas Media.

Under the guidance of Rana Barua, group CEO for India, SEA, and North Asia, Daryani and his team will have the resources and support needed to drive strategic decisions, align with regional objectives, and strengthen market growth.

Speaking about the alliance, Barua said, “Indonesia is one of Southeast Asia’s largest and fastest-growing markets, making it a strategic priority for us. This strategic alliance with Moonfolks marks a significant milestone in our growth journey and strengthens our position to lead with our Converged strategy, amplifying our ability to deliver impactful solutions for brands in local, regional, and global markets.”

Meanwhile, Daryani explained, “The industry has created significant complexity by separating creative and media functions into different agencies. I’ve witnessed firsthand how disconnected these teams can be, even when working on the same client or within the same holding company.” 

He added, “By uniting creative and media, we are leading the charge in challenging the traditional approach, bringing integrated agency teams together to solve business challenges for our clients. This collaboration provides a proven model that combines creative content, effective distribution, and a higher ROAS for brands. Through this alliance, we have completed our integrated model, allowing us to accelerate commerce for our clients in a way that truly drives results.”

Hong Kong – CTF Life has been named the sole diamond sponsor of the Kai Tak Sports Park (KTSP) Grand Opening Ceremony, solidifying its role as the exclusive founding insurance partner of the sports and entertainment venue.

CTF Life marked the occasion at the main stadium, joined by its customers, life planners, partners, staff, and their families. The company’s branding was prominently visible throughout the event, reaching attendees at the venue as well as television and online audiences.

The partnership with KTSP reflects CTF Life’s ongoing support for local culture, sports, and tourism initiatives in alignment with the Hong Kong SAR Government’s efforts to promote community engagement beyond sports.

Man Kit IP, executive director and chief executive officer of CTF Life, said, “As the exclusive Founding Insurance Partner of KTSP and the proud Diamond Sponsor of its opening ceremony, we are truly making history with this significant milestone for both Hong Kong and CTF Life.” 

“Our collaboration with KTSP across multiple areas empowers local athletes and performers to unlock their full potential at Hong Kong’s largest integrated sports and entertainment landmark. The partnership will not only bring in world-class international events but also champion the ‘Sports for All’ culture, thus delivering exceptional and diverse experiences for our customers, fulfilling our promise to create value beyond insurance,” he added.

Earlier, the company announced its title sponsorship of the ‘Fencing Plus’ Training Programme by the Kai Tak Sports Initiative, which aims to support the development of young fencing athletes in Hong Kong.

Australia – Strengthening its decade-long global partnership with LVMH, Formula 1 has announced Moët Hennessy’s luxury spirit, Belvedere, as its first-ever official vodka partner.

Kicking off in Australia, Belvedere will host an official after-party for the ‘Formula 1 Louis Vuitton Australian Grand Prix 2025,’ featuring performances from internationally recognised DJs. Throughout the season, Belvedere Vodka will also be available in hospitality areas such as the ‘Paddock Club’ and ‘F1 Garage,’ adding to the event’s premium experience.

Stefano Domenicali, president and CEO of Formula 1, said, “Formula 1 has always been the symbol of prestige, adrenaline, and spectacle, which is why we are so thrilled to welcome Belvedere as our first Official Vodka Partner. Together we share the same dedication to quality and the pursuit of exclusive moments.”

“This announcement once again confirms the strong connection with LVMH, consolidated by a decade-long partnership. Their willingness to fully embrace the spirit of Formula 1 excites us and makes us proud of this partnership,” Domenicali added.

This partnership marks Belvedere’s entry into global sports, aligning the vodka brand with Formula 1’s international reach. The collaboration aims to enhance the fan experience with unique events and premium hospitality offerings throughout the season.

Francois-Xavier Desplancke, president and CEO of Belvedere Vodka, shared, “I am immensely proud of the partnership between Belvedere and Formula 1. Our mutual dedication to innovation, expertise, and precision naturally aligns our brands, creating a truly exceptional alliance.” 

“In the high-octane world of Formula 1®, where milliseconds forge legends and engines roar with untamed energy, Belvedere Vodka arrives not just as a partner but as the embodiment of the festivities and the entertainment. Formula 1® isn’t just about speed; it’s about spectacle. And where there’s a race, there will always be a reason to honour the excitement of the sport, from off track to beyond,” he continued. 

In January, Formula 1 announced a ten-year partnership with Louis Vuitton, making the luxury brand the title partner for the season-opening race in Melbourne, now named the ‘Formula 1 Louis Vuitton Australian Grand Prix 2025.’ As part of this agreement, Moët & Chandon returned as the official champagne of Formula 1, with Belvedere later joining as the official vodka partner.

In addition to its partnership with LVMH, Formula 1 has announced several other official collaborations, including a recent agreement with ALT Sports Data as its official betting data supplier and a partnership with global lottery operator Allwyn. Meanwhile, Singapore Airlines has extended its title sponsorship of the Singapore Grand Prix for another four years, securing its role through the 2028 season.

Kuala Lumpur, Malaysia – REV Media Group and Remix, part of the Involve Asia group of companies, have joined forces to boost their affiliate marketing offering in Malaysia. 

By combining REV Media Group’s extensive digital reach and influence with Remix’s expertise in affiliate programme management, this collaboration offers brands an unparalleled opportunity to drive growth, engagement, and revenue through this high-potential marketing avenue.

Through this partnership, REV Media Group is launching REV Affiliate+, designed to help brands maximise their reach through strategic media buys and access to a vast affiliate network. This solution allows businesses to tap into a powerful ecosystem of publishers, driving high-quality traffic and conversions. 

With REV Affiliate+, brands can amplify their visibility, optimise performance-based marketing, and achieve measurable growth—all through a seamless, data-driven platform.

Meanwhile, Remix will focus on activating and managing affiliate programmes by ensuring brands are continuously supported by a network of affiliates. From programme implementation to commission strategies and retention methods, Remix will provide the operational backbone to maximise performance.

REV Media Group will bolster this effort by offering key promotional channels and audience engagement touchpoints, including, display and video advertising inventory, targeted content and social media exposure, and strategic audience targeting tailored for affiliate marketing campaigns.

This initiative includes top publishers under REV Media Group such as SAYS, OhBulan!, Viralcham, New Straits Times, Berita Harian, Harian Metro, amongst others.

REV Media Group and Remix are aiming to set a new standard for affiliate marketing in Malaysia by empowering brands with collaborative strategies that promote awareness, drive sales, and foster long-term sustainable growth. This partnership combines REV Media Group’s exceptional reach and Remix’s expertise to create impactful, performance-driven marketing campaigns.

Nicholas Sagau, chief operating officer at REV Media Group, said, “Affiliate marketing is a largely untapped opportunity for brands. By combining our content platforms and audience targeting capabilities with Remix’s expertise in affiliate networks, we’re equipping brands with the tools to drive impactful, performance-based campaigns.”

Meanwhile, Chris Wee, chief digital officer at REV Media Group, added, “This partnership demonstrates our dedication to innovation and measurable outcomes. Together, REV Media Group and Remix are creating new opportunities for brands to achieve sustainable growth in a competitive digital market.”

Lastly, René Menezes, executive director of Remix and president & co-founder at Involve Asia, commented, “This partnership marks a significant shift in how brands can harness the power of affiliate marketing. With REV Media Group’s unparalleled reach and our expertise in affiliate programme management, we are creating a solution that ensures consistent growth and maximised returns for our clients.”