Tag: Partnership

Singapore – Shopmatic has announced an exclusive partnership with VMLY&R, the global brand and customer experience agency, to launch a co-branded commerce platform, a one-click, channel-neutral commerce solution for WPP’s client partners.

The agreement will make VMLY&R the only agency or consulting network to deliver an end-to-end commerce solution to clients, from its Commercial Growth Consulting offering to completing actual transactions and last-mile logistics.

Through the partnership, VMLY&R will be rolling out solution stacks on the platform that span from social through rural commerce, with general trade commerce on-boarding by the end of the year.

“The partnership with VMLY&R gives us access to the world’s largest companies, such as Unilever, Kraft Heinz, Ford, and Swaraj Tractors, and more importantly, comes with VMLY&R’s ability to drive volume and value through our co-branded platform,” commented Anurag Avula, Shopmatic’s co-founder and CEO.

Hari Ramanathan, the chief strategy and transformation officer at VMLY&R Asia, said that partnering with Shopmatic allows them to move clients to very margin-friendly direct-to-consumer and third-party models.

“Combined with our existing growth-hacking solution for marketplaces, we can co-own commercial outcomes with brand owners, rather than simply selling our products and services. With Shopmatic, we are entering a new era for commerce partnerships with clients,” said Ramanathan. 

Beth Ann Kaminkow, VMLY&R Commerce’s global CEO and VMLY&R New York’s CEO, noted, “With Shopmatic’s diverse commerce platforms, be it chat, social, webstores, or marketplaces, we can now offer our clients solutions in all the places their customers are, not only streamlining the experience but improving every interaction a customer has with our clients’ brands.”

According to Shopmatic, in its seven years of operations, the platform has onboarded one million merchants and clocked US$400m in gross merchandise value (GMV), and is set on its path to cross the five million merchants mark over the next three years with US$3b GMV.

The new co-branded commerce platform will be launching in India by the end of this year and will roll out globally shortly after.

Mumbai, India – ePayLater, the buy now, pay later (BNPL) payments platform for retailers in India, has appointed media agency Madison, to handle its creative and media duties.

ePayLater offers interest-free financial credit. It focuses on small business owners and trader segments, as well as FMCG retailers, helping them to expand their businesses. The partnership will see full-service advertising unit Madison BMB managing ePayLater’s creative assignment, while media unit Madison Media Sigma will lead the entire media mandate including TV, print, radio, and OOH, as well as digital, and cinema. 

Akshat Saxena, the co-founder of ePayLater, commented, “It’s an exciting phase of growth for ePayLater and with Madison as our partner, we are confident about effectively reaching out to millions of retailers in the country who stand to benefit from this solution.”

Meanwhile, Vanita Keswani, Madison Media Sigma’s CEO, said that they are truly excited to be partnering with ePayLater, expanding its reach and strengthening it as a game-changer Fintech brand in today’s fast-paced digitized environment.

Raj Nair, the CEO and chief creative officer of Madison BMB, shared that fintech space in India is constantly innovating and developing, and while there are many players, the leadership team at ePayLater are very upbeat about their prospects by virtue of what they bring to the table to smaller retailers and helping them spread their wings and fueling their growth story. 

“Their partnerships with B2B majors like Metro Cash & Carry, Walmart, BigBasket, and large FMCG brands help hugely towards this end. We are looking forward to helping ePayLater succeed across the country,” said Nair.

Just recently, Madison BMB has also been appointed by fast-moving consumer goods (FMCG), Gardenia Cosmotrade LLP, to manage its creative duties for its men’s grooming brand, Gatsby, in India.

Australia – Energy provider Momentum Energy in Australia has appointed anew Havas Media, the media arm of the global marketing and communications group Havas, as its media partner. The move follows a four-year relationship.

In addition to Havas’ responsibility in handling Momentum Energy’s conversion rate optimization (CRO) and media, the remit will now include data solutions and analytics. Through this, it will be using the same team to drive CRO, analytics, and media out of a single agency, allowing Havas to create and deliver more efficient data-driven marketing strategies.

Claire McClelland, Momentum Energy’s marketing lead, commented, “We love working with the team at Havas. They have been an awesome support for us, especially through the last crazy year of lockdowns. They’re a super capable team who we really value.”

Meanwhile, Naomi Johnston, the general manager at Havas Media Melbourne, said they are thrilled to continue the close relationship with Momentum that they have shared over the last four years. 

“We truly see ourselves as an extension of the marketing team and are excited to continue working together to challenge the energy category through the smart use of data and application of efficient tech strategies that continue to deliver business results,” said Johnston.

Sydney, Australia – Home appliance brand Breville has partnered with brand experience agency GHO Sydney, to launch a new website called, ‘Breville Coffee Journey’ which is meant to be a comprehensive educational resource for lovers of coffee.

Breville makes a range of innovative appliances, such as coffee machines, like the Barista Express and the Oracle Touch. Featuring three leading Aussie baristas, the ‘Breville Coffee Journey’ includes coffee tutorials, recipes, inspirational articles, and an immersive journey through the entire coffee-making process – from bean to cup.

Noel Burchill, Breville’s head of global brand strategy and advertising, shared that the ‘Breville Coffee Journey’ is a premium digital experience designed to take the consumer on an engaging and informative exploration of third-wave specialty coffee.

“Whether you are a novice or a coffee connoisseur, a lover of espresso or drip, we’ve harnessed the incredible talent from within Breville and the industry to deliver a one-stop platform everyone can enjoy. We’re proud of the work we’ve done in partnership with GHO Sydney and thank them for their commitment and a shared vision for the project,” said Burchill.

Meanwhile, Hamish Stewart, the creative partner at GHO Sydney, commented that Breville is a brand Aussies know and love, making the management of the project a privilege to work on. 

“The project is a great demonstration of our capability at GHO, from design sprints to prototyping and customer research, to UX/UI and content production. We’re so proud of the result,” said Stewarts.

Mumbai, India – Fast-moving consumer goods (FMCG), Gardenia Cosmotrade LLP, has appointed Madison BMB, the creative arm of Madison World, to manage the creative duties for its men’s grooming brand, Gatsby, in India.

Through the partnership, the Gatsby brand will now be reinforcing and expanding its presence in India through its creatives and constantly evolving product range for young Indian males.

Puneet Motiani, Gardenia Cosmotrade LLP’s designated partner, shared consumers are increasingly aware of the products available across segments like hair, face, and body, and while they have always been a trusted brand, they have noticed a host of new brands enter this space in recent times. 

“We’re a global brand backed by deep knowledge of both the category and the consumer. Hence, we needed an able creative partner like Madison BMB who can help us position our existing range of products to create a clear preference in the minds of the audience,” said Motiani.

Meanwhile, Raj Nair, the CEO and chief creative officer of Madison BMB, said that the task is for them to develop a brand world that not only communicates the benefits of the range of products but also builds a relatable and endearing attitude that the audience can easily connect with, particularly in the digital space. 

“It’s a task that’s as exciting as it is challenging, and we look forward to creating memorable and effective communication for Gatsby,” said Nair.

Tokyo, Japan – Multinational hotel and lodging company Marriott International and internet services company Rakuten have joined forces in their latest partnership, aimed at enhancing the travel experience for Japanese consumers, whether travelling locally or internationally.

Said partnership, which is scheduled to launch in phases from late-November 2021, is set to open up a world of benefits and elevate the travel experience for Japanese customers in the following ways such as integrated digital travel experience, more perks for registered members, and VIP experiences.

Through the partnership, Marriott International’s travel program Marriott Bonvoy will have direct access to millions of Rakuten members to offer them unparalleled experiences and a diverse portfolio of Marriott Bonvoy’s 30 international hotel brands, and market directly to Rakuten’s customer base with content and promotions that are customized for the Japanese traveler.

Meanwhile, for Rakuten’s part, it will utilize its digital expertise and capitalize on the current growth of Japan’s digital economy, alongside the global scale and the rapid growth of the Marriott Bonvoy footprint. 

This new agreement is designed to create a seamless, integrated travel experience and allow eligible members to enjoy benefits from both Marriott Bonvoy and the Rakuten loyalty program.

“We are excited to work with Marriott International to offer eligible Rakuten members the amazing benefits of Marriott Bonvoy, Marriott International’s industry award-winning travel program. Rakuten customers have come to expect the highest standards of service and convenience, and Marriott is an ideal partner. This groundbreaking alliance will add incredible value for our members, enabling them to tap into the advantages of a global travel program,” said Kazunori Takeda, group executive vice president and president of commerce company at Rakuten Group.

Meanwhile, Rajeev Menon, president for Asia Pacific excluding Greater China at Marriott International, commented, “With a significant number of Japan’s population a Rakuten member, we anticipate this collaboration will allow us to strategically capture a greater share of a strong Japanese travel market and connect these travelers to our expansive portfolio of global brands. We’re delighted to be working with Rakuten to advance the recovery of travel.”

Australia – Financial services company in Australia, Brighte, has awarded its creative mandate to independent creative agency Paper Moose. The move comes after a competitive pitch that included Clemenger BBDO Sydney, VCCP, and Banjo.

Brighte offers financing and zero-interest payments solutions for the installation of solar panels, batteries, and air conditioning, as well as lighting equipment. Last year, the company secured AU$100m in a Series C funding which will be used in enhancing its solutions. 

As part of the creative mandate of Paper Moose, the agency will help in bolstering the fintech’s presence in the consumer space. This is the first engagement between the two.

Malini Sietaram, Brighte’s chief revenue and marketing officer, commented that it is refreshing to work with an agency that’s anchored in strategic thinking and committed to a sustainable tomorrow.

“Paper Moose’s ‘Buy One, Get One’ program shows we have a shared purpose in tackling Australia’s transition to renewable energy — these guys walk the walk. We want all Australian homes to be sustainable, and Paper Moose will play a big part in driving this change,” said Sietaram. 

Paper Moose recently pivoted its brand positioning to ‘the change makers’ and with this, a new sustainability-focused initiative called ‘Buy One, Give One’ which aims to support companies working to decarbonize the economy. 

Nick Hunter, the CEO and founding partner of Paper Moose, shared they are thrilled to be working alongside Brighte on their foray into the B2C landscape.

“Our two companies share so many values – from a start-up spirit, to genuinely wanting to make a positive impact. As a nation we need more companies like Brighte, so we’re here to do all we can to help it thrive,” said Hunter.

Within its sustainability advocacy, Paper Moose has also recently launched carbon-neutral telco, felix, through releasing a power ballad, aimed at encouraging efforts in cleaning up the marine environment.

Australia – Financial services company AMP has partnered with strategic marketing and communications agency Bastion, to launch its new investment-focused advertising campaign that recognizes the importance of investing for all Australians.

AMP is a wealth management company with a growing retail banking business and investment management business. It provides retail clients with financial advice and superannuation, and retirement income, as well as banking, and investment products.

Titled ‘For the investor in all of us’, the campaign film highlights AMP’s focus on a diverse and broader customer base while reaffirming its 172-year heritage of supporting Australians. The key objective of the communications is to remind consumers of who AMP is and what it offers.

https://www.youtube.com/watch?v=_YEZ1Uq-iJ8

The company said that the creative and media strategy involves communicating the brand message to drive mass awareness of AMP’s new investment position, and beginning in October 2021, it will also be introducing product messaging to showcase the proof of products and services behind the new positioning.

Ben Lyttle, AMP’s chief strategy officer, noted this new brand position reflects an important truth about AMP, their products, and Australians.

“When we played it back to consumers, we saw a significant shift in how they perceived themselves, their money, and AMP. A shift that made them feel better about themselves and about the role of AMP in Australia. It made them think differently about their financial decisions too. It led to the idea to acknowledge the investor in all of us. It’s a simple reframing but a powerful demonstration that everything we do is an investment for a better tomorrow,” said Lyttle.

Meanwhile, Kath O’Shea, the client services director at Bastion, commented, “We couldn’t be prouder to have worked with the exceptional team at AMP to bring this new campaign to life, and the inclusive focus is something that particularly resonated with our team.”

The new campaign is available in mass reach channels such as TV, online video, and large and small format outdoor, as well as radio, and social.

Sydney, Australia – Flare, the social and content offering by advertising agency Clemenger BBDO Sydney, has been appointed by cruise brand Carnival Cruise Line to handle its digital mandate.

Carnival Cruise Line is deemed to be one of the most popular cruise lines in North America. It operates 24 ships designed to foster memorable vacation experiences.

Through the partnership, Clemenger BBDO Sydney will be working closely with media agency SPEED, which takes on responsibility for the cruise line’s media strategy and buying.

Kara Glamore, Carnival Cruise Line’s vice president for Australia, commented they are excited to work with a partner who they know is going to deliver the communication vision they have for the Carnival brand, and Flare’s breadth of abilities will assist in focusing the content to drive impact with the customer.

Meanwhile, Pete Bosilkovski, the CEO of Clemenger BBDO Sydney, shared that with vaccination rates soaring and the eventual return of cruising feeling closer on the horizon, they are all looking forward to adding a bit of fun to their lives, and no one does fun like Carnival. 

“We’re excited to partner with Carnival, to help develop a digital and social media program to get people excited about future family fun holidays. I’m also really thrilled for the Flare team who put forward a brilliant pitch response, and continue to go from strength to strength with their innovative social media thinking,” said Bosilkovski.

Lewis Steele, Clemenger BBDO Sydney’s head of social, said, “With Carnival, we’ve developed an approach that will allow an unprecedented level of flex and optimization for the brand. We can’t wait to produce the work and get it out into the world, it’s going to be a whole lot of fun.”

Just recently, Clemenger BBDO in Sydney has appointed Steele to assume the role of head of social, and was tasked to lead the agency’s Flare Sydney.

Kuala Lumpur, Malaysia – The satellite communication services premium supplier, MEASAT, has appointed media agency Trapper to be its new integrated marketing agency on record for their first consumer brand, CONNECTme NOW.

CONNECTme NOW is Malaysia’s premier prepaid WiFi satellite broadband service, which connects all corners of the nation as part of MEASAT’s national commitment to support end-to-end digital growth.

The partnership will see Trapper handling CONNECTme NOW’s integrated marketing communications, including brand and creative services, digital, and social, as well as media solutions, and PR management.

Kenneth Wong, Trapper Interactive’s CEO, noted that consumer journeys have continuously evolved and require brands to become more interesting and engaging. 

“With a brand like CONNECTme NOW, they hope to continuously drive meaningful and accountable experiences that connect audiences in new ways,” said Wong.

Meanwhile, Sue-Anne Lim, the CEO of Trapper, thanked the team and partners who did an amazing job in ensuring they give their all support to MEASAT. 

“Our ambition for the brand was to ‘leave no place unconnected’. We showcased the most effective way to spark change and the most efficient way to keep an always-on presence among these unconnected communities to encourage adoption. We are extremely grateful for this trust and we look forward to growing with CONNECTme NOW,” said Lim.