Tag: VaynerMedia

Thailand – In a landscape where brand moments are typically orchestrated, Pepsi captured one that was completely authentic, unexpected, and impossible to ignore—right on the courts of Indian Wells. 

When Japanese tennis player Yosuke Watanuki sparked a viral sensation with his surprise mid-match Pepsi moment—fueling an incredible upset against World No. 17 Frances Tiafoe—Pepsi responded in style. To honour his fearless performance and even bolder taste, the brand unveiled the Yosuke Limited Edition Box, a custom tribute to his standout moment.

The quick-witted surprise from Pepsi is born out of a recent match with Frances Tiafoe at the Indian Wells Open, Watanuki made an unexpected request mid-match: a can of Pepsi. What followed was nothing short of remarkable. After taking a sip, Watanuki amped up his topspin forehand, unleashed 47 winners and 16 aces, and saved four out of six break points — clinching the biggest victory of his career.

What’s in the surprise box?

What came next was a sharp, timely response to an authentic moment — unplanned, unfiltered, and undeniably Pepsi. The brand surprised Yosuke during a training session just outside Tokyo with a special delivery, capturing his candid reactions in a genuine unboxing video that echoed the spontaneity of his on-court Pepsi moment.

Inside the Yosuke Limited Edition Box were exclusive bottles of Japan-only Nama Cola, redesigned with a tennis ball-inspired twist on the classic Pepsi logo. Also included was a limited-edition Pepsi tee — a personal nod to the viral moment that captivated fans, sparked a wave of online buzz, and marked a career-defining win worth celebrating.

How VaynerMedia APAC and Pepsi acted quickly

In a quick conversation with Krystle Morais, creative director at VaynerMedia APAC, she stated that the quick-witted response from Pepsi wasn’t just only about responding quickly to an event but also a nod to Yosuke’s fans, who were already clamouring for a potential response from Pepsi.

“Pepsi is the kind of brand that’s always looking to stay in tune with culture – and so are we at VaynerMedia APAC. So when news of Yosuke-san’s mid-match Pepsi moment started generating waves on social, we knew we had to do something special. We quickly mobilised our Tokyo team and partnered with the local Pepsi team to create a limited edition Pepsi design to commemorate his amazing victory,” Krystle told MARKETECH APAC.

Krystle also noted that Pepsi wasn’t necessarily trying to ‘trendjack’ said event, but rather wanting to respond more like a fan than a brand.

“Yosuke’s comeback — powered by 47 winners and a clear energy boost after sipping Pepsi — perfectly embodied the “Thirsty For More” mindset: overcoming challenges, doing it your own way, and making it count,” she said.

Krystle added, “To us, it was a feat worth celebrating, it felt true to what Pepsi stands for, and we simply wanted to do something meaningful for Yosuke-san by commemorating his victory together with his fans.  Every piece of content we created — from the teaser drop to the tennis challenge video — was designed natively for social. Platform-first storytelling, fun pacing, and Yosuke-san’s genuine nature helped us engage with his community more authentically.”

Opportunity for authentic engagement

Meanwhile, Masud Anwar, senior marketing manager, Pepsi for Asia Business Unit, commented that the activation is a representation of what they truly stand for as a brand.

“Yosuke’s incredible win and his unprompted Pepsi moment showed us exactly what we stand for. We didn’t ask for the shoutout, but we had to show up. Because when someone chooses Pepsi in the middle of a match? That’s the kind of energy we love.” 

For Krystle, Some moments simply can’t be fabricated—like Yosuke-san’s comeback after drinking a Pepsi–and that’s makes a stint like theirs truly authentic.

“While most product placements are planned, we recognized that we don’t always need to create stories. Sometimes, you just have to amplify a real moment that fans already connect with. All we had to do was listen, move fast, and build something meaningful around it,” she said.

She then concluded, “We also ensured to celebrate the individual, not just the brand. We wanted to honor Yosuke-san and the iconic moment he created, so we focused on more human-first storytelling that’s made for social, and that’s what made it resonate.”

This collaboration is Pepsi’s tribute to real, unfiltered moments of greatness — not just in sport, but in taste. It’s a celebration of what happens when bold choices meet even bolder flavour, and how one unexpected, unscripted sip can turn into something unforgettable.

Bernard Cheng, CMO at PepsiCo Asia Beverage, stated, “Moments like this remind us that not all brand storytelling has to be manufactured. When something real happens — something people truly connect with, it becomes more powerful than anything we could have scripted. That’s the kind of moment that puts Pepsi right where it belongs — in the heart of culture.” 

Australia – VaynerMedia Australia has appointed industry heavyweight Denny Handlin as its new executive creative director, reinforcing the agency’s mission to lead the charge in integrated social-first marketing as it continues its rapid expansion across Australia and the region. 

With a career spanning Clemenger Group, Meta, and TikTok, Denny has led multiple campaigns, built high-performing creative teams, and developed consumer-first strategies that drive real business impact. 

Most recently, as head of global business marketing at TikTok ANZ, he helped shape the platform’s creative direction and spearheaded groundbreaking brand collaborations.

Speaking on his appointment, Denny said, “I couldn’t be more excited for this new chapter at VaynerMedia, partnering with world-class clients to put social at the centre of everything we do. The team here is already known for its innovative, creative thinking, and I can’t wait to get started and push the boundaries of what’s possible in this space.”

He added, “I’ve called TikTok my home for nearly five years, and I’m incredibly grateful for the opportunities I’ve had there. I’ve worked with an immensely talented team and am proud of what we’ve built together. I truly wish them all the best.”

In his new role, Denny will report to Karen Coleman, country manager for Australia, and Woei Hern Chan, VaynerMedia’s head of creative for the Asia Pacific region.

“Denny brings the best of both worlds — a rare blend of big-agency creative expertise and deep platform experience. We’re in our next phase of growth, evolving beyond just great creative and media to a truly integrated, social-first approach that drives business results. Denny is not only an exceptional creative leader but also a builder of high-performance teams and culture — exactly what we need to shape what’s next,” Karen said.

Singapore – Creative and media agency VaynerMedia has named Marcus Krzastek as international president amidst its global expansion, effective immediately. Krzastek is set to oversee the agency’s operations in the Asia-Pacific, Europe, the Middle East, and Africa.

As VaynerMedia has expanded from its offices in Singapore and London, Krzastek will continue to strengthen its teams and operations in Australia, India, Japan, Malaysia, Thailand, and Amsterdam.

Krzastek has been with VaynerMedia for 15 years, most recently serving as the president of VaynerX company The Sasha Group, where he significantly increased revenue and profitability.

“Marcus has been integral to VaynerMedia’s success since day one. His deep understanding of our business and exceptional leadership make him the perfect choice to accelerate our global growth in this next chapter,” Gary Vaynerchuk, chairman of VaynerX and CEO of VaynerMedia, said.

Krzastek commented, “Over the past 15 years, I’ve witnessed VaynerMedia grow from a scrappy startup into a global powerhouse, creating social-first content for the world’s biggest brands. I’m honoured to take on this new role and excited to build upon the incredible momentum across our international regions.”

Sydney, Australia – VaynerMedia Asia Pacific, an integrated creative and media agency, has appointed Karen Coleman as its new country manager in Australia, tasking her to drive the company’s growth in the country. 

As country manager, Coleman is expected to maintain the company’s momentum in expanding its portfolio in Australia while continuing its social-at-the-centre approach. VaynerMedia Australia leverages her leadership for the development and success of the company in the region.

Coleman brings more than 20 years of experience in the field of business-to-business and business-to-consumer sectors. Before her post at VaynerMedia Australia, she served as the managing director at 303 MullenLowe Sydney. She also held the same role in Archetype and Text100. 

“I’m proud to welcome Karen as our new Country Manager in Australia. She brings a remarkable energy and passion for the future of our industry, as well as a powerful combination of experience and curiosity,” Tim Lindley, managing director in APAC, said. 

“She’s full of new ideas to meet the needs of modern consumers and has a sharp commercial mind that will deliver business impact for our clients. She has a keen eye for talent, and her commitment to nurturing younger generations is truly inspiring. I have no doubt that under her leadership, VaynerMedia Australia will continue to thrive and grow,” Lindley added.

“Having worked in PR, social and advertising agencies, I was really drawn to VaynerMedia’s social-at-the-centre thinking, as it’s very much my heritage in PR and Comms –– audience-first thinking, fast-moving, and always on the pulse of culture. The teams consist of consumer-centric storytellers and modern media teams that work collaboratively to evolve communication and media strategies based on real-time in-market signals and performance. The Australian team has already achieved huge success in the past three years, and I couldn’t be joining at a better time. I look forward to leading the agency through its next phase of growth,” Coleman commented.

VaynerMedia Australia has been working with a range of brands in the region for the past three years. It has worked with PepsiCo ANZ, SharkNinja, Carlton & United Breweries, Dabble, and more.

Singapore – VaynerMedia has welcomed Jon Kee as its new head of client partnership for the Asia Pacific region, aiming to strengthen and enhance the agency’s client relationships. 

In his new role, Kee will be pivotal in strengthening and building key partnerships for VaynerMedia, further driving the agency’s integrated offerings and ‘social-at-the-centre’ approach across the region. 

With over two decades of experience in the digital, advertising, media, and entertainment industries, Kee is a seasoned business leader renowned for forging strategic C-level partnerships and spearheading successful sales, business development, and marketing initiatives.

His professional journey took him through dynamic companies such as Disney, Meta, and Yahoo, spanning growth markets across Southeast Asia, including Singapore, Indonesia, Malaysia, Thailand, the Philippines, and Vietnam. 

Tim Lindley, managing director of VaynerMedia Asia Pacific, said, “Jon is a rare find—a seasoned marketer and business leader with a futuristic vision and remarkable humility. He will be a crucial bridge between us and our client partners. These relationships are frequently tested; driving change requires bravery and commitment from our clients and empathy and hard work from our team.” 

He continued, “I am particularly excited about his non-traditional background, as it means that he hasn’t been shaped by conventional advertising agency norms. This allows him to approach the future unencumbered by outdated preconceptions. I have no doubt that Jon’s unique perspective will propel VaynerMedia to new heights across the region.”

Jon assumes his role with immediate effect and reports to Lindley. He will succeed Shrey Khetarpal, who recently took on a new role as head of consulting for Asia Pacific at VaynerMedia. 

“I also want to take a moment to thank Shrey, who has built a brilliant foundation for Jon to build upon. Shrey moves to lead our consulting division and will be a key partner to Jon as we embark on the next stage of our journey,” Lindley added. 

Talking about his appointment, Kee shared, “My two-decade career has always been aligned around digital; it made perfect sense to join a culture that is trailblazing and rewriting marketing with social at its core. The agency’s authentic, people-centric focus and Gary’s visionary leadership in driving accountable business results are truly game-changing. The exciting growth in APAC under the leadership of Tim has been particularly exciting, and I am thrilled to join VaynerMedia Asia Pacific and continue being part of that evolution.”

New Delhi, India – VaynerMedia has announced that it has officially launched in India, marking the agency’s sixth office in the Asia-Pacific region and 13th globally. The agency has been working closely with Fortune 500 clients in India for two years and operated in strategic partnership with local agency Step1.

Through the official launch, VaynerMedia India will be led by Salman Moin as its country manager, and he will be reporting to Tim Lindley, managing director for Asia-Pacific at VaynerMedia. Step1 will also seamlessly integrate into the overall VaynerMedia family following the launch.

Speaking on the official launch, Lindley said, “India’s entrepreneurial spirit, rapid economic growth, and thriving pop culture make it one of the most exciting markets in the world right now. It brings together deep-rooted tradition and fast-paced innovation –– the ideal conditions for dynamic brands to thrive.”

He added, “Modern brands the world over have leveraged the power of social media to disrupt goliath incumbents; Indian businesses leverage social media on a whole new level to disrupt global dynamics, making it the perfect place for us to deploy our ‘social at the centre’ marketing model.” 

Meanwhile, Gary Vaynerchuk, CEO and co-founder at VaynerMedia, commented, “India’s deeply diverse cultural heritage combined with its rapidly growing economy and exploding social media landscape presents a truly unique and exciting opportunity for brands. The country’s entrepreneurial spirit and diverse culture coupled with our team’s passion, expertise, and VaynerMedia’s attention-first philosophy –– now this is a recipe for explosive growth.”

He added, “I have zero doubt that Tim and Salman will lead the team to an incredibly exciting future, and I’m excited to show the Fortune 500 brands in the region how to actually build brand in the new marketing world.” 

Singapore – VaynerMedia has announced the appointment of Melanie Cook as its new head of strategy and insights for the Asia Pacific region.

In her new role, Cook will be leveraging her extensive expertise to spearhead the regional strategy team, drawing on cultural insights, emerging trends, and evolving formats to help brands shape their narrative in a way that connects with audiences.

Cook joins with a deep, intuitive understanding of VaynerMedia’s approach, marking a pivotal moment in its commitment to helping clients find and build relevance in today’s rapidly changing advertising landscape, and guiding brands through dynamic “consumer-up” strategies that prioritise relevance and business outcomes over the traditional “brand-down” approach.

Prior to her appointment, Cook was the regional head of strategy at MRM MENAT, where she led her team to drive some of the most significant marketing transformations in the region, working at the intersection of brand, digital technology, and customer experience.

She has also worked with leading agencies such as Saatchi& Saatchi, Publicis Sapient and BBDO Proximity across Europe, MENAT and APAC markets, working with clients across several industries including L’Oreal, Unilever, Visa, Neom and LVMH.

Beyond traditional agency roles, Melanie has driven numerous consulting engagements with diverse clients from MetLife to Jardine Matheson, driving programmes that deliver real business outcomes.

Speaking on her own appointment, Cook said, “In the age of generative AI and gate-keeping algorithms, brands risk commoditising creativity and losing the relevance and ingenuity that sets them apart. I want to work with and learn from a disruptive team that values human insight and creativity as critical to a brand’s distinction, and I found this with VaynerMedia.”

“By leveraging human insight, AI and scaled data, we can evolve the art and science of storytelling in underpriced attention channels so we move closer to a consumer’s interests and needs,” she added. 

Meanwhile, Tim Lindley, managing director at VaynerMedia Asia Pacific, commented, “Melanie had an affinity to our mission from the very first conversation; the world needs to change and she’s clearly up for the challenge. She brings a depth of strategic, creative and media experience that is hard to find. Her track record of building high-performing teams that are equally obsessed with consumers as they are with their own internal culture fills me with confidence. Melanie brings an energy that exudes curiosity, courage, and kindness, and we can’t ask for much more than that.”

Singapore – Contemporary global creative and media agency VaynerMedia has announced the launch of its consulting products in the Asia Pacific region, designed to bring social to the centre of marketing. 

VaynerMedia Consulting, first launched in 2020 in the US, is a modern-day offering designed to help brands bring social (i.e., the consumer) to the centre of their marketing organisation. These innovative offerings tap into the agency’s disruptive thinking and profound cultural insights to revolutionise the way their clients market their brands. 

From immediate audits and rapid workshops to in-depth accelerators, modern marketing sprints, and full white-glove support, VaynerMedia’s offerings are designed to suit the varied needs of the marketplace to suit all timelines and budgets.

The consulting products are tailored to meet the dynamic needs of the marketplace, making VaynerMedia’s pioneering approach more accessible than ever. VaynerMedia Consulting is set to complement its existing professional services. 

The products to be launched in APAC will focus on four core pillars: ‘social at the centre’, ‘platforms and culture’, ‘modern comms planning’, and ‘holistic commerce’. 

VaynerMedia’s consulting products are the latest in a series of innovations from Gary’s communications group, VaynerX, of which the former is part. 

Shrey Khetarpal, head of client partnership and growth for Asia Pacific at VaynerMedia, will spearhead the Asia Pacific consulting offering. Khetarpal successfully led the client partnership for the agency in the region over the past 3 years. He will continue to report to Tim Lindley, managing director of VaynerMedia Asia Pacific, in addition to Kaylen McNamara, global chief business officer of VaynerX. 

The consulting team will be based across VaynerMedia’s Asia Pacific offices and will tap into the agency’s global consulting practice to deliver world-class expertise to clients. 

Gary Vaynerchuk, chairman of VaynerX and CEO of VaynerMedia, said, “At VaynerMedia, our goal is to drive business results for our clients. As the industry continues to evolve, so will VaynerMedia provide the utmost value.” 

He added, “Over the past 18 months, we’ve received an enormous amount of inquiries in APAC from organisations looking to work with us. Our social at the centre of marketing approach, which puts the consumer first, is resonating. We also understand the political dynamics of agency life and contracts, and I am always looking to eliminate friction to give people the opportunity to work with us. With consulting, our goal with every engagement is to provide more value than you paid for, leaving you with a volume of strategic insights, solutions, and ideas, as well as a practical plan to make it real and sustainable.” 

Bangkok, Thailand – Pepsi Thailand is bringing to life its fizziest activations to celebrate Pepsi’s entry into its new era, with a brand takeover that aims to reshape the brand’s image as well as give fans a good time with interactive installations and a campaign that features their exciting new ambassadors. 

Conceptualised with VaynerMedia, Pepsi introduced its new logo and positioning in Thailand dubbed ‘Thirsty for More’ (‘ซ่าหน่อยมั้ย?’), with a massive on-ground, social and OTT takeover alongside Kpop girl group Babymonster. 

At the core of the Pepsi’s interactive experience in Thailand lies a colossal interactive dome that saw visitors lining up to participate in the immersive experience during the opening. Attendees were transported into a world that brought Pepsi’s new concept to life through exhilarating zones.

New Era, Same Great Taste
Pepsi Globe

From plunging into ‘New Era, Same Great Taste’ where a pulsing sphere bursts into a refreshing, panoramic spectacle of ice cubes, water, bubbles, and sparkling lights, to dancing in the ‘Pepsi Globe’, a massive digital playground where visitors are invited to move and create visual art within an interactive 360º dome, the experience left visitors thirsting for more. The experience will continue to unfold across many other provinces in Thailand after its Bangkok run. 

Talking about the campaign, Anawat Sangkhasap, chief marketing officer, Suntory PepsiCo Beverage (Thailand) Company Limited, said, “This year, Pepsi is gearing up to bring fresh excitement by reshaping the brand’s image with a unique and era-relevant style, giving it a cooler, more modern, fun, and playful vibe. We’re stepping into a new era with a stronger and bolder Pepsi vibe, launching this at PEPSI: INTO THE NEW ERA.”

Meanwhile, Chan Woei Hern, head of creative at VaynerMedia APAC, commented, “PEPSI: INTO THE NEW ERA is so much more than an introduction to Pepsi’s new logo. It’s an immersive brand experience with social at the centre, culture at its core, and a platform for Zs to share that thirst-for-more energy with everyone around them. We are grateful, thrilled, and proud of this partnership with PepsiCo Thailand.”

Japan – Global creative and media agency VaynerMedia has recently announced its appointment of Kota Murakami as its new country manager for Japan.

In his new role, Murakami will be responsible for shaping the footprint and business expansion for VaynerMedia in the Japanese market, with a focus on growing the agency’s portfolio and ensuring the delivery of business solutions that build clients’ brands while fuelling maximum business impact and cost advantage.

Kota’s expertise lies in seamlessly integrating global innovation with local market insights, holding a proven track record of propelling business growth in the realm of advertising and digital media. Recognised as a trusted advisor to leading brands worldwide, Kota is also adept at steering clients and organisations to challenge industry norms while driving impactful changes.

Prior to joining VaynerMedia, Murakami was with Essencemediacom for over seven years, with his most previous role being the managing director for Japan, wherein he co-led the agency and played a pivotal role in winning key pitches for clients such as Uber and Tiffany & Co. during his tenure. 

He also holds a remarkable track record of successful engagements including leading the Google account at Essence Japan, serving as Global Account Director at Tag in New York, and partnering with renowned brands like Uniqlo, Bayer, and DIAGEO.

Speaking on his own appointment, Murakami said, “I’m really excited about joining the team during this period of growth. VaynerMedia is truly a one-of-a-kind agency; our talented people, empathetic culture and independent mindset allow us to continue our relentless pursuit of consumer attention. This allows us to help marketers deliver unwavering relevance through our modern approach to creative, media, and analytics, or all of the above as a full-service solution.”

“I just know that this will be a game changer for brands in Japan to evolve their marketing, and succeed in the social-first era and beyond. I am looking forward to solidifying VaynerMedia as a key partner for businesses in Japan, enabling them to achieve relevance with consumers, and to meet their business goals for both the present and the future,” he added. 

Meanwhile, Tim Lindley, managing director at VaynerMedia Asia Pacific, commented, “Kota is a fantastic business leader. His unique accomplishments, ambition, and empathetic leadership style excited me from the first moment we met. He possesses amazing insight into the Japanese market, a sharp, global perspective, and a holistic marketing approach that will take us from strength to strength as we continue to bring media, creative, and analytics back together to drive real business impact for our clients.“

“He has an incredible passion for innovation, a track record for nurturing world-class talent, and an unwavering commitment to delivering exceptional results. He’ll definitely be a catalyst for our growth in Japan and an exceptional business partner for our growing clientele there. I’m looking forward to building with him, and learning from him, as we continue to grow in Japan and across the Asia Pacific region,” he concluded. 

Murakami will be assuming his role effective immediately and will be reporting to Lindley.