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Marketing Featured Southeast Asia

PHD Philippines appoints Jam de Guzman as managing director

Manila, Philippines – Media and marketing communications agency PHD has appointed Jam de Guzman as its managing director in the Philippines. In his new role, de Guzman will elevate business growth, strengthen network partnerships, and enhance client servicing operations.

With more than two decades of media and advertising experience, de Guzman has previously taken on senior leadership roles in Publicis Media, Dentsu International, and IPG Mediabrands. During his time in the agencies, he has built a reputation for producing innovative capabilities, delivering commercial growth, and driving transformative solutions for clients.

In addition to his industry portfolio, Jam has played a key role in shaping the advertising and communications landscape. Currently, he serves as the President of Media Specialists Association of the Philippines (MSAP) and the Board Secretary of the Ad Standards Council (ASC).

He will be reporting to Mary Buenaventura, CEO of Omnicom Media Group Philippines.

Speaking on the appointment, Buenaventura said, “Jam is a visionary leader with a strong track record of driving transformative growth for clients. His expertise in delivering value across a spectrum of media services and his strategic business sense are assets to our team. I am delighted to welcome Jam to the PHD family, and I am confident that Jam will continue to build on what PHD Philippines has already achieved and move the agency forward in its next era of growth.”

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Marketing Featured East Asia

PHD Hong Kong appoints Antony Yiu as new CEO

Hong Kong – Media and marketing communications agency PHD has appointed Antony Yiu as its new chief executive officer in Hong Kong, effective immediately. He will lead PHD’s vision, development, operations and talent growth in his new role.

In addition, he will also be responsible for driving digital transformation, addressing data privacy issues and maximising the use of AdTech and MarTech across clients’ businesses. 

With over 20 years of in-depth experience in digital and performance media across the US and APAC, he joins PHD Hong Kong from DBS Bank (Hong Kong) Limited, where he was most recently the senior vice president of digital acquisitions and martech.

He has also a vast background in working with B2B and B2C clients on consumer marketing across various industries, including finance and travel. His experience expands across multifaceted aspects of media, building brands from the ground up and launching new start-up products.

Speaking of his new role, Yiu said, “I am excited to join the PHD family and bring my experience to transform PHD into a next-generation agency. The mission is to lead PHD as an innovative, agile, and result-driven agency, uniting our talents at all levels to deliver thought leadership and award-winning work.” 

He added, “My focus is on driving innovation and business transformation with our clients. Now is the time for PHD to be courageous, be different, and leave our mark in the agency-client ecosystem.”

Meanwhile, James Hawkins, CEO at PHD APAC, commented, “Antony makes the leap over from client to agency, bringing a strong character, a fresh perspective and a bold ambition that will inspire our people and enable growth for our clients. With his diverse skillsets, we are eager to see what the next chapter brings for the Hong Kong office with Antony at the helm.”

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Marketing Featured APAC

Imogen Bourke appointed as PHD’s strategy director for APAC

Singapore – Media and marketing communications agency PHD has appointed Imogen Bourke as its strategy director for Asia-Pacific, where she will be responsible for the continuous development and elevation of the agency’s strategic product and capability roadmap within the region.

Bourke brings with her a blend of skills honed from 16 years of diverse roles across media, technology, and production organisations and expansive international experience having worked in London, Melbourne, and Beijing.

She was previously the head of strategy for PHD Hong Kong, where she was instrumental in supporting the success and growth of the agency – in new business wins, major account retention, and media creativity.

Bourke will also be guiding teams across the region to produce effective brand experiences that deliver business outcomes and positively inspire people, communities, and culture. In addition, she will also be charged with developing industry-first strategies and challenger thinking propositions to future-proof clients’ businesses and drive sustainable growth.

She will be reporting to James Hawkins, CEO of PHD APAC.

Speaking on her appointment, Bourke said, “I could not be more excited by this opportunity to expand my experience and expertise across the APAC markets. It’s a wonderful gig to work closely with the region’s best strategists and planners to champion and grow PHD’s market-leading product, and continue to cultivate a culture of creativity, innovation and collaboration that delivers unparalleled strategic thinking and solutions for our clients.”

Meanwhile, Hawkins commented, “Imogen’s media and strategic expertise paired with her ability to build high-performing teams will help to elevate PHD’s product offerings and drive business results for clients. I am confident in Imogen’s ability to be the driving force in uncovering marketplace opportunities and lead the best strategic planning team in the region.”

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Marketing Featured South Asia

Volkswagen India unveils new campaign for newly launched sedan ‘Virtus’

India – Automotive brand Volkswagen in India has launched a new campaign for its newly launched sedan, ‘Virtus’, which aims to reignite the premium midsize sedan with its ‘Big by’ design, performance, safety, connectivity, convenience and comfort. 

Titled ‘Hello Goosebumps’, the film, which was conceptualised by advertising agency DDB Mudra Group, highlights the thrill and joy of driving the new Volkswagen Virtus. It also captures the core DNA of the brand of build quality, safety, and fun-to-drive experience.

Meanwhile, Volkswagen’s media agency, PHD India, has further elevated the launch campaign via its 360-degree incisive approach, covering all vital media channels, and crafting an effective marketing strategy. The agency was also tasked with building enthusiasm and maximising outreach amongst its target audience to amplify the launch experience of Volkswagen Virtus. 

The campaign kick-started on a high note with the ‘French Window Innovation’ in India’s top-read newspaper, The Times of India. Garnering scores of impressions across the country, this large-canvas innovation delivered high-visibility engagement that today’s audiences desire and was augmented by high-impact roadblocks on leading business and news digital publications to maximise reach and frequency. 

Moreover, the campaign was further strengthened with an influencer marketing strategy featuring India’s mega influencers like Tamanaah Bhatia, Yami Gautam, and Mrunal Thakur, amongst others, perfectly encapsulating the essence of Virtus’ tagline – ‘Hello Goosebumps!’ through their own personal and professional journeys.

Abbey Thomas, head of marketing and PR at Volkswagen Passenger Cars India, shared that with the launch of the new Volkswagen Virtus, their intention was to showcase the potential of the premium midsize sedan segment. 

“Our communication positioning for the Virtus ‘Hello Goosebumps’ has been rightly captured by our partner DDB Mudra Group and amplified by PHD media in reaching out to our intended consumers. The combined efforts have elevated the excitement and thrill of driving sedans paving the way for an introduction truly befitting of the Virtus,” said Thomas. 

Meanwhile, Pallavi Chakravarti, DDB Mudra’s creative head for West, commented, “This sedan looks like a dream and drives like one too. ‘Hello Goosebumps’ captures the essence of the Volkswagen Virtus in a simple, visceral campaign that every passionate driver will undoubtedly relate to.”

Monaz Todywalla, CEO at PHD Media India, noted that the partnership with Volkswagen gave them the opportunity to steer another big launch campaign to its true potential while staying true to PHD’s tradition of helping its clients make significant leaps in the marketing space. 

“Utilising key strategies across all touchpoints to maximise reach, an outcome like this always gives us the impetus to continue building impactful experiences for brands like Volkswagen and elevate their marketing strategies to be a cut above the rest,” said Todywalla.

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Marketing Featured Southeast Asia

David Soo appointed as PHD Malaysia’s MD

Kuala Lumpur, Malaysia – PHD Malaysia has appointed David Soo as its newest managing director. Through the new role, Soo will be tasked to enhance the agency’s network partnership, drive integration across PHD capabilities and elevate business growth and its clients’ accounts.

He replaces Kiron Kesav, who moved to OMG Malaysia as the chief strategy officer earlier this year. Soo will be reporting to Eileen Ooi, CEO at OMG Malaysia, and will officially assume his new role on 4 July 2022.

An industry veteran, Soo is an all-rounder in the marketing and communication space having worked across creative, digital and media agencies. With more than 25 years of experience, David’s client portfolio spans a myriad of industries and brands, including Petronas, BMW Malaysia, Vinda, F&N, AIA, and AmBank.

He was previously the managing director of Invictus Blue Group. During his stint at the agency, he brought together multi-disciplinary people to develop breakthrough strategies and bespoke solutions that deliver tangible results and drive growth for clients’ businesses.

He was also with Saatchi & Saatchi Arachnid previously as managing director and general manager and Publicis One as chief integration officer.

Speaking on Soo’s appointment, Ooi said, “David is a dynamic business leader with a wealth of experience in the Malaysia market. His strength in creating innovative solutions by integrating talents from different disciplines will enhance PHD’s collaborative culture. David’s strategic business sense combined with his client-centric mindset makes him the perfect fit to lead the agency. I have full confidence that David is the right person to take PHD Malaysia to further new heights.”

Meanwhile, James Hawkins, CEO at PHD APAC, commented, “We couldn’t have asked for a more experienced and innovative thinker to lead PHD Malaysia. David’s multi-disciplinary experience, coupled with his business acumen and knowledge of local market dynamics, is instrumental in fostering a collaborative team as well as adding value to our clients’ business by providing effective business solutions that are insightful and impactful.”

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Marketing Featured East Asia

PHD appointed as World Gold Council China’s media agency

Shanghai, China – Media agency PHD has been appointed by World Gold Council China to hold its media mandate. Through it, the agency will drive media strategy, planning and buying duties to elevate the association’s brand awareness and encourage gold investment and gold jewellery consumption in the market.

PHD China clinched the account by displaying a deep understanding of the association’s high-net-worth consumers. The agency’s strategic approach to deliver business results through digital and data-led expertise impressed the association.

A spokesperson from World Gold Council China shared, “The association is committed to play an active role in the gold market and to explore more acquisition channels, promote innovation and gold consumption with various partners. PHD’s approach not only focused on media planning, but they also provided a plan for the association to effectively educate consumers about the gold industry.”

Meanwhile, Joey Zhao, CEO of PHD China, commented, “While individual brands usually focus on their own products and image, the World Gold Council allows us an opportunity to promote gold jewellery and investment from the perspective of the industry.”

He added, “Our team has extensive experience in global media marketing and we will create a media strategy for the association in the new digital era, to further help consumers expand their knowledge and awareness of the gold industry.”

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Platforms Featured ANZ

Google AU launches stock photo library to improve skin representation

Sydney, Australia – Tech giant Google in Australia–in collaboration with PHD, Essence, Nine and Pedestrian Group–have launched its newest campaign in the form of a stock photo library to better represent the diverse skin tones globally.

These new images, with the help of Google’s new Pixel 6 phone and its equitable camera technology, will improve representation of all skin tones across some of Australia’s biggest and most influential media channels, and will be included in Refinery29 Australia’s ‘We Are Many’ Image Collection, in partnership with Getty Images.

Aisling Finch, senior director of marketing, and diversity, equity and inclusion council chair for Google Australia and New Zealand, said, “Google’s mission is about ‘universal’ access to information, so our commitment to diversity, equity, and inclusion has been in our company DNA from the beginning. The new Google Pixel 6 and Pixel 6 Pro phones are designed around individual nuances, and specifically to better photograph diverse skin tones.”

She added, “To bring this to life, it made sense to collaborate with Nine and Pedestrian Group to equip journalists with a new image library with greater representation of Australia’s rich diversity, beautifully photographed on Pixel.”

Meanwhile, Matt Rowley, CEO of Pedestrian Group, commented, “Pedestrian Group is proud of the importance we place on the value of inclusivity and diversity. This collaboration with Google will help provide new perspectives and visually represent what our talented teams on sites like Refinery29 Australia are passionate about every day with initiatives like We Are Many.”

The story behind the images and the partnership is brought to life through print wraps, native articles, a digital immersive experience and a suite of behind the scenes videos. 

Media, marketers and designers can access and use these new images via the We are Many online collection.

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Marketing Featured Global

PHD elevates Chris Stephenson to global chief marketing officer role

London, United Kingdom – Global media network PHD has announced that former regional head of strategy and planning for APAC Chris Stephenson has been promoted to the role of global chief marketing officer. He will be replacing Avril Canavan, who steps down from the role after 11 years of handling it.

He will report directly to Philippa Brown, Worldwide CEO at PHD, and be responsible for the strategic direction of the network’s external and internal marketing, aligned to business development goals.

His leadership will include amplifying PHD’s ‘Make the Leap’ positioning across its network of 107 offices in 74 countries – a call to action and reference to how the agency prioritizes creativity to drive disproportionate growth for their clients, backed by its proprietary planning platform Omni Studio. 

Stephenson first joined the network in the United Kingdom in 2003 before moving to Australia to launch PHD Sydney in 2009. He was promoted to head of strategy and planning for APAC out of Singapore in 2015 and has become a regular and respected commentator on the communications industry.

As an industry thought-leader, Stephenson has co-written multiple books on the future of the media industry, including PHD’s latest publication, ‘Shift | A Marketing Rethink’, which explains how marketers can stay ahead of change and stop just responding to it.

Commenting on his appointment, Stephenson said, “I can’t wait to get started in this new role at such an exciting time for PHD, and at such a pivotal moment for our industry. For the last two decades I’ve been fortunate to work with brands to engage their audiences in positive, constructive, and innovative ways. Now, powered by our ‘Make the Leap’ philosophy, I couldn’t be more excited to be working with our network around the world to do that for PHD.”

Meanwhile, Brown commented that Stephenson is a talented marketer who understands the PHD brand proposition, product and platforms better than anyone. She added that in addition to having solid client experience and a deep understanding of their proprietary systems like Omni and Omni Studio, he has co-authored and promoted PHD’s thought leadership over the years, presenting it on industry platforms across APAC.

“He is known as a truly creative thinker and, as Worldwide Chief Marketing Officer, will be instrumental in showcasing how PHD’s strategic, creative thinking can help brands make the leap ahead of their competitors,” Brown stated.

Mark Holden, worldwide chief strategy officer at PHD, commented, “I’ve worked with Chris for a long time, and he’s a great addition to the Worldwide leadership team, not only because of his credentials as a creative and visionary leader, but because of his infectious energy. He will no doubt build on the great foundations already laid and help our markets around the world take their agency marketing to the next level.”

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Marketing Featured East Asia

HSBC HK launches city-wide interactive campaign for its EveryMile Credit Card

Hong Kong – As part of HSBC’s commitment to helping consumers get closer to their next trip abroad, the financial institution has launched an immersive 3D innovation campaign, aimed at highlighting its EveryMile Credit Card.

HSBC’s EveryMile Credit Card offers cardholders various spending benefits and rewards when traveling. It is also the bank’s first credit card in Hong Kong made from 85% recycled plastic.

The new campaign, which is created in collaboration with creative and CRM agency Wunderman Thompson and media company PHD Hong Kong, brings comedy legend Dayo Wong Tze Wah, superstar Ronald Cheng Chung Kei, and musical phenomenon Mirror’s Lokman and Tiger together for a fun-filled adventure through space. Titled ‘Takes You Further Every Day’, the campaign extends the TVC narrative to the rest of the multi-channel and innovative campaign.

Its storyline also continues with a series of interactive OOH marketing, starting with a first-in-the-industry 3D TV ad of HSBC’s spaceship flying using naked-eye technology.

HSBC said, “The EveryMile Credit Card campaign leverages new technology to attract, engage, and interact with customers but more importantly, the campaign is appealing to a wide range of local audiences with culturally relevant content and generational talents embracing their roles as Space Rangers and ambassadors for EveryMile Credit Card launch.”

The advertisement is currently displayed on a 3D TV screen in the high-traffic district of Causeway Bay at 3 Matheson Street in Hong Kong. 

In addition, HSBC is also inviting audiences to take part in an ongoing interactive game, where participants will be searching for three pieces of the Space Rangers’ flying saucer scattered around the city with a chance to win RewardCash if they succeed in retrieving the displaced parts. 

The locations of the pieces are hidden in the series of integrated takeovers including the 3D installation displayed at Queens Road Central, the 3D TV, and the light show outside HSBC’s main building.

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Marketing Featured Global

PHD’s refreshed visual identity reflects agency’s ‘Make The Leap’ philosophy

London, United Kingdom – Global media network PHD, part of the Omnicom Media Group, has unveiled a new visual brand identity, which mirrors their ‘Make The Leap’ philosophy, a call to leverage the power of imagination to drive disproportionate growth for its clients’ business.

The updated brand identity, created in collaboration with independent design director Cosmo Jameson, has been designed with digital, motion, and audio capabilities in mind and reimagined to fully embody the company’s philosophy.

At the core of the new branding are visual assets that represent PHD’s values of creativity, courage, openness, collaboration, and curiosity – a reflection of the fact that it’s the creativity and innovation of PHD’s talent that powers business growth.

Philippa Brown, worldwide CEO at PHD stated that for over 30 years, the company has put creativity, innovation, and thought leadership at the heart of the business.

“Creativity and the power of imagination are what fuel our industry and we believe that only by making imaginative leaps in creativity can we best help our clients flourish and, therefore, leap forward commercially. The evolution of our identity brings this idea to life, with a contemporary and dynamic mark that positions us for the future,” Brown stated.

Meanwhile, Mark Holden, worldwide chief strategy officer at PHD, commented that their new identity focuses on creativity above all else since he believes that it is the power of imagination that drives disproportionate growth, not just reports and spreadsheets.

“In the modern world, advancements in data and technology have enabled marketers to improve how they target and measure their campaigns. However, while this is hugely important, at PHD, we know that every great campaign starts with a great creative idea,” Holden added.

Avril Canavan, worldwide chief marketing officer at PHD, commented “Our new identity is strategically designed with digital and motion in mind to reflect how we work today as well as being a symbol of our ethos. The brand mark is dynamic and flexible, capable of making a physical leap itself to trigger imagery or film and reveal a world reimagined.”

The new branding is being implemented internally and externally across all of PHD’s over 100 markets.