Tag: R/GA

Tokyo, Japan – Creative innovation company R/GA has promoted Anthony Baker to the role of managing director of R/GA Japan. In his new role, he will focus on expanding long-term strategic partnerships to deliver creative solutions for clients that drive business growth in new ways. 

This strategy centres on intersecting expertise in strategy, brand, design, communications, and technology in unique and effective ways. 

In the past year under Baker’s leadership as general manager, R/GA Japan has achieved double-digit profit growth, while expanding its workforce by 30%. R/GA will continue working with Japanese brands to compete locally and internationally, while helping global clients expand in the Japanese market and reach new audiences. 

Some of the company’s recent collaborations include a disruptive Black Friday activation with gaming company PONOS, leading to an expanded partnership across the US, Japan, Taiwan, and Korea and earning international recognition at D&AD. R/GA has also strengthened relationships with long-term partners Nike and Google and brands including Shiseido, Fujitsu and Sapporo focusing on digital transformation, product activations and loyalty initiatives.

Speaking on his promotion, Baker said, “It’s rare to find strategic agency partners who grasp Japan’s distinct culture and bring together diverse, global teams, and network capabilities. R/GA stands out in offering exceptional talent and applying network accelerator tools in AI, cloud computing, search intelligence, and data in both Japanese and English. I deeply appreciate R/GA’s trust in me and my team’s support, as we take our work and operations to new heights.”

Meanwhile, Michael Titshall, chief executive officer for Asia-Pacific at R/GA, commented, “Anthony has driven R/GA Japan to achieve new levels of success, delivering exceptional outcomes for our clients. Our collaboration with PONOS, and global brands like Google, Nike and Fujitsu in groundbreaking work, underscore Anthony’s exceptional leadership. We look forward to continued impact under his guidance as R/GA enters its next phase in North Asia.”

With more than 25 years of global experience as a digital lead and technologist, Baker co-founded R/GA Japan, establishing key client relationships and strategic partnerships across APAC, driving business growth and securing international accolades. Anthony moved to Japan in 2017 from R/GA London having expanded the London office from 30 to 350 members in six years with clients like Nokia, Microsoft, Google, and Nike. 

Singapore – Popular fast-food chain KFC in Singapore has rolled a new local interactive campaign for its revamped KFC Zinger Double Down menu offering–by blending indulgence and fitness in a ‘whack-a-mole’ game, placed at a Serangoon MRT Station wallscape.

Conceptualised by Havas Media Singapore, this game encourages individuals with S$1 off to shed any guilt and relish the irresistible Cheesy Mushroom Zinger Double Down. Commuters may also upload a video of their gameplay to Instagram and tag @kfc_sg to redeem free fries.

Meanwhile, the execution features creatives by R/GA to entice commuters with the campaign tagline “Go On. Give In.” to drive them to the closest KFC outlet.

Juliana Lim, senior director for marketing and food innovation at KFC Singapore, said, “KFC’s Double Down is usually seen as a sinful treat. With this campaign, we hope to show fried chicken lovers how they can go ahead to indulge, and how KFC can be a part of their everyday lives – without the need to feel guilty for eating their favourite food.”

Meanwhile, Kelvin Goh, media director at Havas Media Group Singapore, commented, “The gamified wallscape speaks to the concept of guilt-free indulgence. Our collaboration with KFC to execute this innovative concept not only showcases the delectable appeal of their new launch but also offers fans an experiential incentive to treat themselves.”