Tag: The Next Practice

Australia – Global marketing services company Attivo continues its build-up of capabilities in the US, this week announcing the acquisition of New York and Austin, Texas-based tech-enabled, AI-powered growth agency, The Next Practice (TNP).

Established five years ago, TNP combines an ideas-based approach with personalized AI marketing integration, agile open architecture, data, ​and world-class execution to build scalable business solutions for clients. 

By joining Attivo, TNP will work closely with all agencies within the Attivo group across North America, Australia and New Zealand to provide specialist digital and healthcare skills and AI-driven solutions, as well as offer valuable capabilities in Asia.

In 2024 Attivo purchased iconic North American full-service creative agencies Hill Holliday and DNY (formerly Deutsch NY) as part of its ongoing global growth strategy.  Attivo has since launched specialist subsidiaries including SociStudio (Social content and data) and Hill Holliday Quest (healthcare) among others.

As part of the acquisition, TNP CEO Chris Foster will become CEO of DNY, working to further evolve its offering to ensure brands are future ready to meet the changing consumer landscape. Foster has more than 20 years of global experience building a career on establishing future-ready agencies with client centricity at the forefront. He has previously held senior leadership roles including, CEO of Fallon, global COO Saatchi & Saatchi, president of global clients at Publicis Group and president of Y&R Asia.

The TNP brand and leadership team will remain post-acquisition with Colin Foster moving into the CEO role of TNP, while Chris Foster will also be chairman of TNP.

“It’s a great pleasure to take on this exciting opportunity to lead DNY, an agency with a stellar reputation, talented team and industry legacy that I have long admired.  Together with Attivo we relish the opportunity to bring new thinking and capabilities to the group, to continue to lead our clients to a rapidly changing marketing reality. Our core focus will be to drive innovative solutions through the implementation of technology platforms that drive growth for our clients,” Foster said.

Meanwhile, current DNY CEO Val DiFebo has been appointed to the Attivo North American Board and will take on the role of DNY Senior Advisor after transitioning the agency from IPG ownership to Attivo in 2024.  Her new role will utilise her strong business management and strong client relationship skills honed over 25 years of agency leadership, providing the opportunity to identify new areas for growth while remaining an important part of the DNY team.

“Topping off three decades at Deutsch with an opportunity to sit on the Attivo Board and take on the role of Senior Strategic Advisor for DNY and our clients is the ideal model for success.  I am beyond grateful for the longstanding, trailblazing career I’ve enjoyed at Deutsch/DNY, and I look forward to continuing to work with our amazing team and creating business wins with our client partners,” DiFebo said.

Meanwhile, Cam Murchison, global CEO at Attivo, commented, “At Attivo, our obsession with what’s next drives us to reimagine the future of brand and consumer engagement. To stay ahead, we’re scaling and evolving our consumer and healthcare capabilities across the U.S. through the acquisition of The Next Practice.”

Speaking of DiFebo’s new role, Murchison added, “We thank Val for her incredible and continuing contribution to DNY. As it moves into a new phase of growth and evolution, we look forward to seeing the result of two powerful leaders joining forces to make it even better.”

With the motto “unlocking what’s next” in marketing, The Next Practice, a global marketing communications company, recently collaborated with Ant International to demonstrate how sustainability marketing can become integral to activating a brand’s purpose.

In an exclusive interview with MARKETECH APAC, The Next Practice shared insights into this collaboration. During the Singapore Fintech Festival 2024, Ant International showcased its commitment to sustainability and digital innovation through an immersive augmented reality (AR) activation focused on eco-tourism and MSME support. This initiative not only emphasised sustainability but also highlighted its importance as a driver of long-term economic and social value. 

“Sustainable tourism holds immense potential to serve as a catalyst for environmental conservation, social progress, and economic development. Through this AR interactive travel experience, we aim to showcase how eco-tourism, supported by digital solutions and financing, can create local jobs, preserve cultural heritage, and protect natural ecosystems. By merging digital technology with purpose, we’re inspiring a new wave of travel that contributes to shared prosperity and sustainability,” said Carrie Suen, vice president and global head of international affairs and sustainability strategies at Ant International.

When discussing sustainability in the marketing context, many brands mistakenly confine it to corporate responsibility initiatives, ESG reporting, and short-term campaigns. Traditionally, marketing has been a powerful tool for driving commercial growth by influencing consumer behaviour. With increasing awareness of sustainability, sustainability marketing has emerged as a new driver for fostering conscious consumption that rewards purpose-driven companies. True sustainability involves embedding sustainable practices into a company’s business model, ensuring that the business, stakeholders, and customers thrive together in perpetuity.

Sustainability marketing: Turning awareness into action

Bev Ho, head of sustainability marketing at The Next Practice, explained the transformative power of immersive experiences through gamification in creating impactful sustainability campaigns. “Gamified elements turned passive awareness into active participation, enabling participants to connect their actions—like supporting social development and environmental projects—with tangible impacts on sustainability,” she said.

In this activation, Ant International invited participants to immerse themselves in an AR experience by selecting avatars and exploring Sumbawa, Indonesia. Activities such as whale shark conservation and visiting local bee farms allowed participants to see firsthand how sustainable practices create positive change. These engaging, hands-on experiences underscored the importance of integrating sustainability into daily actions and highlighted the critical role of community-driven efforts in fostering long-term environmental and social progress.

Uplifting smaller communities

Sustainability is not only about environmental conservation; it is also about empowering smaller communities to drive social and economic development. Ant International’s activation highlighted the vital role MSMEs play in fostering sustainable development.

“According to data from the United Nations, MSMEs represent 90% of businesses, 60 to 70% of employment and 50% of GDP worldwide. They are local heroes that can drive social, economic, and sustainable progress. By enabling game participants to support and empower MSMEs with solutions such as digital payments and green financing for renewable energy, everyday consumers can understand how they can contribute to greater sustainable development in small but meaningful ways. The immersive experience is more than just a game—it’s a way for people to realise that their choices can lead to real change,” Carrie explained.

Addressing the gap through technology

One of the most significant challenges brands face is bridging the gap between sustainability awareness and motivating real-world action. Ant’s AR experience tackled this issue by leveraging technology to create immersive, interactive experiences that allowed participants to visualise potential real-life impacts.

Bev added, “The gamification approach makes abstract sustainability concepts tangible, motivating participants to take actionable steps through relatable examples and real-time engagement. The use of ‘phygital’ – a combination of physical and digital – engagement transformed complex sustainability concepts into potential realities. This approach enabled participants to see the immediate impact of their actions, inspiring them to contribute to a sustainable future in their daily lives.

Lessons for other brands

Ant International’s campaign offers invaluable insights for brands aiming to elevate their sustainability initiatives. “Brands can learn from this campaign by leveraging phygital experiences and community-driven narratives to make sustainability engaging and impactful. By utilising digital tools and showcasing local, relatable heroes, they can transform abstract goals into tangible, measurable outcomes,” Bev elaborated.

Chris Foster, CEO of The Next Practice, emphasised, “At the core of sustainability marketing lies the belief that change begins with engagement. This AR experience seamlessly bridges the physical and digital worlds, immersing people in a vision of a better future and their ability to contribute. By fostering connection and motivating action, we empower individuals to be part of the solution. This represents the future of sustainability—where inspiration drives meaningful, collective change.”

Sustainability marketing is not a fad; it is a marketing paradigm for long-term brand success. Today’s consumers demand transparency, environmental stewardship, and meaningful action. By leveraging tools like augmented reality and digital innovations, brands can craft immersive narratives that deeply resonate with audiences.

Engaging with smaller communities and amplifying their sustainable practices not only brings authentic stories to the forefront but also strengthens the social and economic fabric of these regions. Embracing sustainability marketing positions brands as leaders in driving positive change, building trust and loyalty in an increasingly sustainability-conscious marketplace.

Imagine a world where businesses aren’t defined by quarterly profits alone, but by the ripples of impact they create for their customers, their communities, and the planet. What if the true catalyst for brand growth and resilience isn’t found in what businesses take or make, but in what they give?

This is the essence of Brand Generosity: moving from what we can sell to what we can contribute. It is a framework that redefines how businesses approach growth and sustainability, encouraging brands to shift from transactional connections to purpose-driven relationships that create lasting value.

Sustainability isn’t just about reducing carbon footprints or meeting ESG targets. It’s about fostering enduring social and economic progress while building resilience and relevance in a rapidly changing world. The Brand Generosity framework empowers businesses to achieve this by focusing on five key pillars: 

  1. Authenticity rooted in purpose
  2. Selflessness in community engagement
  3. Consistency in delivering value
  4. Creating experiences that enrich lives, and 
  5. Being transparent and accountable to people

1. Authenticity Rooted in Purpose

Authenticity begins with a clear and unwavering purpose — the reason a brand exists beyond profit. When every action reflects this deeper mission, brands create trust and long-term impact. Patagonia’s iconic “Don’t Buy This Jacket” campaign perfectly illustrates this: by urging customers to repair and reuse instead of buying new, the brand stayed true to its purpose of sustainability. This act of Brand Generosity didn’t just build loyalty; it showcased how purpose-driven actions can challenge norms and inspire change. In a marketplace crowded with vague promises, purpose-led authenticity is what sets brands apart and creates meaningful, lasting connections.

2. Selflessness in Community Engagement

True selflessness in business means exceeding expectations by putting communities and customers at the heart of everything a brand does. It’s about shifting from transactional exchanges to fostering collective growth and mutual benefit. This mindset aligns perfectly with sustainability, emphasising long-term regeneration for people and the planet over short-term gains.

Consider Apple’s retail stores, which transcend being mere points of sale to become spaces of learning and connection. Through initiatives like Today at Apple, offering free creative and educational sessions, the brand enriches lives without demanding immediate return. This selfless approach builds loyalty, inspires goodwill, and creates ripple effects of positive change that strengthen the brand’s legacy.

When brands lead with selflessness, they don’t just win hearts—they shape a future where purpose and profit thrive together, redefining what it means to succeed in a purpose-driven economy.

3. Consistency in Delivering Value

Consistency is the cornerstone of Brand Generosity and sustainability—a steadfast commitment to purpose that delivers value over time. For brands, this isn’t just about doing what’s right; it’s about building trust, loyalty, and long-term competitive advantage.

IKEA’s consistent approach to sustainability exemplifies how unwavering dedication can drive both impact and business growth. From pledging to use only renewable or recycled materials by 2030 to eliminating all plastic packaging by 2028, IKEA demonstrates that aligning actions with purpose strengthens its market position. Initiatives like the Buy Back & Resell program and the IKEA Preowned marketplace not only reduce waste but also engage customers meaningfully, reinforcing the brand’s leadership in circularity. These efforts consistently show customers and stakeholders that IKEA is not only committed to sustainable living but also willing to innovate to make it attainable for everyone.

For brands, consistency isn’t just about meeting expectations—it’s about exceeding them time and again, creating trust and competitive differentiation in a crowded marketplace. In an era where actions speak louder than promises, consistency transforms purpose into a measurable and enduring advantage.

4. Creating Experiences that Enrich Lives

In today’s screen-dominated era, experiences that engage the senses and foster deeper connections are more valuable than ever. Creating these experiences is essential for brands that want to resonate in meaningful ways.

Ant International, in partnership with The Next Practice, brought this idea to life with their Augmented Reality Travel Journey at SFF2024. This immersive experience allowed participants to explore sustainable tourism through gamified learning. Participants discovered the transformative power of sustainable travel choices and digital innovations through what they can contribute to promote sustainable development. By offering immersive experiences, brands can move beyond passive consumption to create meaningful stimulation that inspire individual action and broader impact.

5. Being Transparent and Accountable

In a world that demands authenticity and progress, transparency is non-negotiable. Stakeholders value brands that admit when they fall short and demonstrate a commitment to improvement. Google’s latest sustainability report provides an example of this mindset.

When the company failed to meet its carbon emissions target due to the demands of AI computing, it openly acknowledged the shortfall and explained the reasons instead of hiding from it to look ‘perfect’. This willingness to embrace “progress, not perfection” builds trust and gives stakeholders confidence in the brand’s dedication to continuous improvement.

For businesses navigating complex challenges, transparency isn’t just the right thing to do, it’s essential for building resilience and credibility.

Generous Brand is Resilient Brand

Brand Generosity redefines leadership and growth by prioritising what’s right over what’s easy. It shifts the narrative from selling products to creating value, from noise to meaningful dialogue, and from short-term gains to long-term resilience. By embracing its principles, businesses position themselves as leaders in sustainability, inspiring action, building trust, and driving systemic change.

If sustainability isn’t at the core of your business strategy, you have to ask: what is? Are you actively engaging stakeholders and consumers to build a future where profits and purpose coexist? Sustainability isn’t about checking boxes—it’s about redefining how your brand connects with the world and contributes to progress.

Think of the possibilities: campaigns that inspire action, products that make a difference, and partnerships that transform industries. Brand Generosity positions marketing as a tool for connection and impact. It demands that brands ask harder questions and commit to deeper answers. Are we fostering loyalty through value, or are we losing trust with shallow gestures? Are we driving change or merely observing it?

This is a moment for leaders to step up—not with incremental changes but with a bold rethinking of their entire approach. Brand Generosity challenges businesses to reimagine how value is created and shared by aligning purpose with action, prioritising the collective good, and committing to consistency.

As climate crises intensify, inequalities widen, and trust in institutions crumbles, businesses face a defining choice: remain tethered to “business as usual” or embrace a visionary path that aligns profit with purpose. This moment demands bold leadership, creativity, and a deep commitment to sustainable transformation. Brand Generosity is more than a strategy; it’s a movement that redefines what it means to lead, challenging businesses to disrupt the status quo and drive meaningful change.

Success will no longer be measured by the products brands sell but by the change they ignite, the movements they lead, and the trust they build. The leaders of tomorrow will be those who commit to action, driving systemic transformation and delivering impact that transcends profits to improve lives and shape a better future.

Now is the time to step forward, redefine what growth truly means, and show that businesses can be powerful catalysts for a more equitable, sustainable world. The future belongs to those who dare to act with purpose, inspire progress, and turn bold vision into lasting reality.

This thought leadership is written by Chris Foster, CEO, The Next Practice

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT in Marketing 2025, a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for 2025 and beyond.