Tag: VML

Netherlands – Heineken has appointed WPP as its global shopper marketing and commerce partner, entrusting the agency with enhancing retail and e-commerce experiences for its flagship brands, including Heineken, Heineken 0.0, and Heineken Silver.

Based at WPP’s Amsterdam Campus, the dedicated team—led by VML Amsterdam—will drive Heineken’s global below-the-line (BTL) marketing initiatives, focusing on developing distinctive and impactful brand experiences across key consumer touchpoints.

Harnessing WPP Open, the company’s AI-powered marketing transformation platform, the team will deliver cutting-edge, end-to-end brand experience and commerce solutions. This includes collaborating with Heineken’s global team to elevate in-store and in-bar brand presence, enhance retail activations, and refine e-commerce strategies to drive sales and optimise the consumer journey.

Furthermore, the team will craft integrated shopper experiences around major sponsorships, including Formula 1, the UEFA Champions League, and live music events—strengthening brand affinity and creating unforgettable moments for fans.

Rutger van der Stegen, global head of BTL Heineken Brand, said, “We were impressed by WPP’s deep capabilities in shopper marketing, including their ability to drive higher efficiencies through WPP Open, underpinned by advanced AI. In addition, WPP’s creativity and deep understanding of the Heineken® brand make them the right partner to increase the impact of shopper touchpoints in our marketing mix, strengthening connections with consumers and driving sustainable growth.”

This partnership extends WPP’s existing collaboration with HEINEKEN, adding to its work across the company’s brand portfolio. Ogilvy currently supports HEINEKEN brands globally and in key markets such as Brazil, Spain, and Mexico, while Design Bridge and Partners has contributed to branding and design efforts, including HEINEKEN’s recent 150-year anniversary campaign.

Rogier Leliveld, chief client officer for WPP in the Netherlands and WPP global client lead for HEINEKEN, said, “We could not be prouder to expand our partnership with Heineken® and leverage WPP Open’s AI capabilities to create world-class experiences for its brands.”

“Commerce and shopper experience are such important drivers of brand power and sales in this category, which makes this opportunity even more exciting. It also allows us to build on our longstanding brand strategy and design partnership with Heineken®. With the added excitement of UEFA Champions League and F1, the potential of this partnership is tremendous,” he added.

Singapore – VML has announced that Audrey Kuah, most recently the co-CEO of VML APAC, has stepped down from her role in pursuit of new opportunities–the agency has confirmed to MARKETECH APAC when reached out to.

“Audrey Kuah, co-CEO of VML APAC has decided to transition out of her role to pursue new opportunities. While we are sad to see her go, we’re excited for her as she embarks on this new chapter,” the agency stated.

They added, “During her tenure as co-CEO, Audrey played a critical role to the success of both Wunderman Thompson and VML. Her leadership, experience, and passion have been invaluable during this period of transformation. We wish her all the best in her future endeavours.”

VML has also noted that moving forward, Yi-Chung Tay, previously co-CEO along with Audrey, will assume the role of CEO, leading VML APAC into its next chapter.

Audrey became the co-CEO of VML APAC following the formation of said agency through the merger of Wunderman Thompson and VMLY&R by advertising holdings giant WPP in October 2023.

Prior to the merger, Audrey was the CEO of Wunderman Thompson APAC where she oversaw the creative and strategic growth of the business across the APAC region.

She joined the agency following a stint at OCBC Bank as its former head, group marketing, global consumer and financial services, and was responsible for driving business and growth-focused marketing initiatives for the bank.

India – VML has appointed creative leader Kalpesh Patankar as its group chief creative officer for India, marking a significant addition to the agency’s leadership team.

With nearly two decades of award-winning experience, Patankar joins VML from his previous role as chief creative officer at Leo Burnett Dubai.

With nearly two decades of experience across Southeast Asia and the Middle East, Patankar brings a global perspective to VML India. His expertise in creative strategy and client relationships is expected to support the agency’s growth in the region.

Throughout his career, Patankar has worked with major global brands such as Coca-Cola, McDonald’s, Harvey Nichols, Land Rover, and Colgate, creating campaigns that have gained industry recognition. He has also contributed to the creative industry as a jury president at award shows including Cannes Lions, D&AD, Andys, and ADFEST.

Patankar returns to VML after serving as CCO at VMLY&R Dubai, where he transformed agencies into globally recognised creative powerhouses. Under his leadership, both VMLY&R Dubai and Leo Burnett Dubai achieved major success, earning accolades such as “MEA Agency of the Decade” at Cannes Lions and recognition as Advertising Creative Person of the Year.

Speaking on his appointment, Patankar said, “I have been considering returning to India for a long time, but I was waiting for the right moment, agency, and team to do it with. I believe that moment is now, with the team at VML. Creativity has the power to transform businesses, and I’m excited to collaborate with teams across India and APAC to deliver exceptional results for our clients.”

Patankar will be based in VML’s Mumbai office, reporting to global CCO Debbi Vandeven and VML India CEO Babita Baruah. He will also collaborate with APAC CCO Paul Nagy to strengthen the agency’s creative presence in the region and beyond.

“We are looking forward to having Kal back on our global creative team. His extraordinary brand skills—particularly in the area of craft—are second to none. Under his creative leadership, brand building and the level of craft will flourish in India. He has a unique ability to bring humanity and creativity together to deliver solutions for clients that transcend marketing,” said VML global COO Vandeven. 

“Kal is fantastic at shattering boundaries to create phenomenal work for our clients. I am excited to have him on board as he leads our teams across India to new heights,” added VML APAC CCO Nagy.

Hong Kong – VML Hong Kong has elevated Sandra Gin and Edward Ha to executive directors, entrusting them with spearheading regional and local market growth, respectively.

Gin, who joined the former Wunderman Thompson in 2020 as client services director, has been involved in expanding the regional and global business from the Hong Kong office. She has worked closely with major clients such as HSBC, Hill’s Pet Nutrition, and Nikon. 

Originally from Canada, Gin has experience at agencies including BBDO Toronto, FCB Toronto, Digitas Hong Kong, and Golin Hong Kong, with expertise across industries such as gaming, telecommunications, healthcare, hospitality, and finance.

Commenting on her new role, Gin said, “I’m incredibly excited to step into this expanded role at VML to further ignite our growth across Asia and beyond. We have the depth and breadth of capabilities to help our clients succeed and a brilliant team at VML ready to make it happen. I’m energised by the opportunity to further shape the future of our agency.”

Meanwhile, Ha brings two decades of advertising experience, blending entrepreneurial insight with multinational agency expertise. Before joining VML, he co-founded and led a boutique agency for eight years.

Ha’s experience across Hong Kong and mainland China has contributed to VML’s work with clients such as the Hong Kong Jockey Club, Endowus, and HSBC.

Talking about his new role, Ha said, The agency landscape is evolving rapidly with ongoing technological and societal changes. Leveraging my experience running a boutique agency, I aim to foster greater agility and maintain a sharp focus on clients’ needs, driving the agency forward alongside the VML leadership team.”

Both Gin and Ha will remain part of the leadership team, reporting directly to Maggie Wong, CEO of VML Hong Kong.

Commenting on the promotions, Wong shared, “Sandra and Edward are invaluable members of our management team. Their passion, commitment, and leadership have been crucial to our success, and I am thrilled to see them advance within the company. They have both laid a robust foundation for our growth in 2025 and beyond.”

Philippines – KitKat Philippines, in collaboration with VML Philippines, has launched a creative new campaign that reimagines its iconic chocolate bar as a practical tool for small business owners, cleverly embracing a unique Filipino tradition of taking short breaks.

Called the “KitKat Break Bar,” the campaign offers a light-hearted take on a common challenge for small businesses in Metro Manila with limited staff. Drawing from the local practice of using everyday objects as makeshift door barricades during short breaks, it introduces a playful alternative by repurposing KitKat as a break-time signal.

As part of the campaign, KitKat PH and VML PH introduced specially designed KitKat Break Bars, which can be placed between door handles to signal a temporary closure, giving employees a simple way to take a brief, uninterrupted break.

KitKat Break Bars were distributed to local shops across Metro Manila, offering a playful alternative to the makeshift barricades commonly used during short breaks. Small business owners have also welcomed the initiative as a useful and relatable solution.

“KitKat has always been synonymous with breaks. The campaign champions breaks for shop owners, playing on an existing Filipino behaviour with the signature KitKat humour,” said Jin Nataniel Ong, senior brand manager of KitKat.

Meanwhile, Sara Borquezo, a food stall manager in Quezon City, commented, “This is a big help to us. We no longer need to improvise a door closure when we need a break.”

KitKat and VML’s initiative combines cultural insights with creative problem-solving to address common challenges faced by small businesses. By recognising the universal need for breaks, the campaign has drawn interest from both business owners and the advertising industry.

Maan Bautista, executive creative director at VML Philippines, said, “The best ideas are drawn from genuine insights. It’s rewarding to see a brand and culture blend so seamlessly. Transforming the KitKat into a physical symbol of Pinoy small business breaks reinforces our message: KitKat is there whenever you need a break.”

Thailand – IKEA Thailand, in collaboration with VML Thailand and The Mirror Foundation, has launched the ‘IKEA Flooded Room’ campaign, rallying the community to support flood victims in rebuilding their devastated homes. 

Through this initiative, IKEA Thailand is encouraging customers to donate their IKEA furniture or sell back old pieces, offering vital support to families impacted by Northern Thailand’s worst flooding in 30 years. All donated and repurchased items will be delivered to those in need, with IKEA handling the logistics.

To draw attention and garner support for the campaign, IKEA and VML Thailand put a creative spin on their iconic room ads by reimagining the beautifully styled spaces as flooded rooms, symbolising the widespread devastation caused by the disaster.

The IKEA Flooded Room campaign was launched just 24 hours after the disaster, providing swift relief and showcasing the impact of rapid creative response in times of crisis. The initiative hopes to not only offer immediate assistance but also a sense of hope for rebuilding in the future.

IKEA also tapped The Mirror Foundation, a leading organisation actively working on the ground to assist flood victims to ensure that every piece of donated or repurchased furniture reaches the homes of those who need it most. 

Together, one piece of furniture at a time, IKEA is urging its customers to help in restoring homes and rebuilding lives in Northern Thailand.

Singapore – Mobile shopping is the preferred choice for consumers across Asia Pacific, yet many brands and retailers are failing to keep up, resulting in frustration with the user experience, according to a recent report by VML. 

The report reveals that while physical retail is experiencing a resurgence in the West, consumers in Asia Pacific continue to favour online shopping. Globally, online spending dropped by 5% from 58% in 2023, indicating a shift towards more balanced shopping habits across both digital and physical environments, alongside a rising demand for in-person experiences.

However, the study found that in Asia Pacific, the decline in online shopping was far less pronounced, with only a 1% drop from 2023. The region continues to prioritise e-commerce, with India and China leading the way, where more than two-thirds of consumer spending still happens online.

As mobile shopping continues to dominate in APAC, consumers expect brands and retailers to adapt quickly. However, VML’s report revealed that many businesses have been slow to meet these expectations, resulting in frustrating user experiences across the region.

The report highlights that mobile devices have become the dominant shopping platform in Asia Pacific due to their affordability and accessibility, with 62% of consumers in the region now preferring to shop online via mobile.

Despite the strong consumer preference for mobile shopping, nearly half of APAC shoppers find the experience “difficult.” India faces the most challenges, with two-thirds of consumers reporting frustration with mobile shopping. The demand for improvement is clear, as 70% of APAC consumers believe brands and retailers need to significantly enhance their mobile shopping experiences.

Consumers are increasingly prioritising speed and convenience throughout their shopping journeys, with expectations for rapid delivery reaching new heights. According to the report, 29% of APAC consumers now expect their online orders to be delivered within two hours, reflecting a growing demand for near-instant gratification.. 

Research in the region further indicates that speed is particularly crucial for categories like pharmaceuticals and groceries, with nearly half of consumers expecting deliveries to be made in under two hours.

But speed goes beyond just delivery. According to the report, 70% of APAC consumers want a seamless, fast experience from product discovery to purchase, with Indonesia leading the way—where 80% of consumers expect a swift search-to-buy process.

With this, AI is also increasingly getting recognised for its potential to enhance efficiency and free up time. In Asia, optimism about AI’s future is strong, with 68% of consumers believing its benefits outweigh its drawbacks. However, the ANZ region is more cautious than its Asian counterparts. Nearly half of consumers in Asia are open to allowing AI to handle their shopping and organise their lives, reflecting a strong belief in AI’s potential to improve daily routines.

Meanwhile, the report also indicates that marketplaces like Amazon, Shopee, Tmall, and Lazada continue to dominate as the primary destinations for product discovery, contributing to 32% of consumer inspiration across the region. Notably, China leads the APAC market, with 63% of consumers using these platforms to browse for ideas. However, despite being the top choice for inspiration, their influence on actual purchasing appears to be waning, with marketplace spending in the region declining from 37% in 2023 to 28% in 2024.

Consumers are increasingly open to alternative purchasing channels, particularly as D2C investments rise in super apps like WeChat and Line. Interestingly, over half of APAC consumers express willingness to use a dating app developed by marketplaces such as Amazon, Tmall, and Lazada, showcasing their capacity for innovation and growth.

Moreover, social commerce is gaining significant global traction, with the Asia Pacific region setting the standard. An impressive 81% of consumers in this region have made purchases through social media, highlighting its widespread appeal.

TikTok Shops (or Douyin in China) dominate the social commerce landscape in China, Thailand, and Indonesia, with one in two consumers indicating they are most likely to make purchases on the platform. In contrast, in India, where TikTok is banned, Instagram has emerged as the leading platform, with over a third of consumers expressing a likelihood to transact there.

The study also revealed that Asian consumers are embracing live stream shopping, with 82% reporting that they have made purchases through this medium. In contrast, Australia and New Zealand lag behind, with just under one-third of consumers having participated in social live shopping events.

Nick Pan, chief commerce officer at VML APAC, shared, “The East skipped the desktop, leaping straight to mobile-first commerce, and Western businesses need to catch up. For consumers in the East, social platforms are the internet, making social commerce seamless and frictionless. The reach of social commerce alongside the immediacy of purchase are just two of the reasons why it should be right at the top of the agenda for consumer brands—especially for global brands wanting to expand to Asia.” 

VML’s report highlights the evolving definition of “consumer” as digital avatars become increasingly significant. Emerging technologies and channels are facilitating interactions that extend beyond the physical realm.

The lines between physical and digital consumers are increasingly blurred, as evidenced by the rise of gaming commerce. An impressive 91% of APAC consumers identify as “gamers,” with 70% of them spending money on in-game purchases. Notably, over half of APAC gamers feel that looking good in-game is just as important as looking good in real life.

Interestingly, blended realities even extend to the afterlife, with over half of APAC consumers showing interest in “post-death consumerism.” Thailand leads the way, with three-quarters wanting to participate. Additionally, 54% of consumers in the region are interested in using AI to engage in virtual conversations with deceased loved ones.

Beth Ann Kaminkow, global chief commerce office at VML, said, “The new era of consumers is upon us. Demanding to be at the centre of their own immersive omnichannel universe, brands and retailers are still playing catch-up on the new rules of commerce. Through this report, VML continuously seeks to better understand our future shoppers—uncovering what drives them to discover, engage, and ultimately, purchase—to help marketers redefine how they drive brands and businesses.”

Aadit Bimbhet, regional commerce director at VML APAC, added, “While the West sees a resurgence in physical retail, Asia Pacific reminds us that the future is still digitally driven. Global businesses can learn from the region’s mobile-first mindset, its embrace of social commerce, and its openness to AI-powered shopping. To win in APAC and increasingly globally, brands must prioritise seamless digital experiences, hyper-personalised engagement, and lightning-fast fulfilment.”

Vietnam – L’Oréal Vietnam has selected WPP’s Onefluence as its full-service influencer marketing agency under a three-year retainer agreement, underscoring the beauty giant’s dedication to leveraging brand advocacy as a strategic driver for business growth.

Powered by VML’s ClickMedia and GroupM’s Mindshare in Vietnam, Onefluence is a bespoke agency solution designed to elevate L’Oréal’s influencer marketing strategy.

Following a rigorous pitching process, Onefluence secured the win as VML and Mindshare showcased a deep, nuanced understanding of the Vietnamese influencer market, backed by comprehensive audience insights and a strong command of emerging trends.

With a data-driven approach focused on performance management and analysis at every stage, the agencies will collaborate closely with L’Oréal Vietnam to deliver strategic and impactful influencer campaigns.

Additionally, a dedicated team of experts from L’Oréal Vietnam and WPP’s Onefluence, including local and regional specialists, will unite to form the WPP Beauty Tech Lab. This team will work seamlessly across agency-client boundaries to elevate their influencer marketing efforts. 

Matthieu Guerin, chief digital marketing officer at L’Oréal Vietnam, said, “In today’s dynamic landscape, advocacy has become a critical element for success, especially for the beauty industry. We are confident that this partnership will enable L’Oréal Vietnam to strengthen and accelerate our advocacy performance, drive advocacy strategy that connects with consumers in innovative and authentic ways, and drive strong love of our brands.”

Ha Nguyen, CEO of VML Vietnam, added, “We are thrilled to partner with L’Oréal Vietnam, a leader in beauty innovation. By bringing together our expansive capability suite in strategic thinking and creativity with our expertise in innovative technology, we will empower L’Oréal Vietnam to achieve its influencer marketing goals.”

This partnership represents a major milestone for L’Oréal Vietnam, VML, and Mindshare, reinforcing their shared commitment to shaping the future of influencer marketing in Vietnam.

Bangkok, Thailand – Gogolook, the developer of the Whoscall App, a leading digital anti-scam tool, has teamed up with the Cyber Crime Investigation Bureau (CCIB) to launch a special Mother’s Day campaign focused on safeguarding families from online scammers.

Titled #NoOneHangUpFasterThanYourMom, the campaign includes an educational video highlighting the risks of online scams targeting seniors through unsolicited calls and messages. The video features real-life stories, verified and authorised by those involved, and offers actionable steps to protect mothers, such as downloading the Whoscall app and contacting the Cyber Police Hotline at 1441.

As part of the campaign, Whoscall is offering 500,000 free 2-month premium basic codes as a Mother’s Day gift to help protect individuals and their mothers from online scams. By entering the code ‘WHOSCALLSAVEMOM’ in the Whoscall app, users will gain access to features including an automatic spam call blocker, real-time number database updates, and an SMS filter.

Whoscall’s campaign underscores its commitment to preventing online scams and empowering families. This initiative addresses the concerning CCIB data showing over 575,500 cybercrime cases in Thailand, causing over 65.715 billion baht in damages from March 2022 to June 2024, with 64% targeting women aged 30–60.

Monprapa Rattanakanokporn, country marketing lead of Gogolook Thailand, said, “Safeguarding our loved ones, especially from online scammers, has become more important than ever. While many of us are vigilant to avoid suspicious calls, our mothers might not be. Our recent insights revealed seniors are the most vulnerable target for online and phone scamming because they have large amounts of financial assets, such as savings, pensions, or retirement funds, and are less familiar with complex technology. Currently, Whoscall is one of the most popular digital anti-scam apps in Thailand. We are excited to collaborate with CCIB to launch an educational awareness video highlighting the importance of vigilance and offering a free premium code on the Whoscall app as the ultimate gifts of safety and peace of mind for our loved ones.” 

Pol. Lt.Col. Dr. Purimphat Thanaphansiri, deputy superintendent of police, Division 4, Cyber Crime Investigation Bureau, also shared, “The surge in cybercrime has heightened public awareness, especially among younger generations who are more equipped to recognise and combat various scam tactics. However, this level of awareness does not extend to mothers or the elderly.” 

“According to the latest CCIB statistics, middle-aged women and the elderly, or mothers, are the primary targets of scammers. The top online scam cases that have caused the most damage in Thailand are online investment scams, resulting in nearly 70 billion baht of accumulated damages. This timely collaboration with Whoscall for Mother’s Day comes at a crucial moment where online scammers are becoming increasingly sophisticated, and we look forward to working together with Whoscall to safeguard our communities and stay one step ahead to protect our most vulnerable citizen group,” he added. 

Singapore – Building on SGSecure’s “What’s your Role” campaign, the Ministry of Home Affairs (MHA) and creative agency VML Singapore have unveiled a new music video aimed at mobilising the community in the fight against terrorism.

Titled ‘Foiled Once More,’ the Ministry of Home Affairs’ new music video features Singaporean singer-songwriter Nathan Hartono as the antagonist planning to inflict harm on the city-state. The video delves into the mind of a terrorist, uncovering his motives as he plots to destroy the city, divide the community, and disrupt their way of life.

The music video stands out as a unique and captivating cinematic and melodic theatrical piece that bolsters Singaporeans’ fight against terrorism. It highlights their resilience, vigilance, and unity in the aftermath of an attack, showcasing how they rise from the rubble to rebuild the city together. This collective effort ultimately thwarts the terrorist’s aim of destroying the social fabric, demonstrating that the community’s strength extends beyond physical devastation.

Furthermore, MHA and VML have taken a unique approach, moving away from the usual portrayal of terrorism as all-consuming doom and gloom. Instead, through this edutainment music video, they emphasise the strength and resilience of Singaporeans, showcasing how an empowered and united community can safeguard the nation from terrorism.

Nimesh Desai, chief executive officer at VML Singapore, said, “In our continuous efforts to build and sustain awareness about terrorism, we decided to leverage the antagonist’s perspective to demonstrate the power of unity and use it to encourage Singaporeans to play their roles together to keep Singapore safe.” 

Also commenting on the campaign, Wilbur Sim, director of the SGSecure Programme Office at MHA, shared, “Our societal fabric is only as strong as its weakest link. The music video is a novel approach to conveying the importance of staying united as one people and bouncing back with tenacity when a terror attack occurs. It takes a whole-of-society effort to keep Singapore, as well as our families and friends, safe from terrorist threats. Together, we make SGSecure!” 

Meanwhile, Nathan Hartono said, “It was such an interesting angle to take on such an important topic. I enjoyed the creative process of figuring out how to craft a story, a song, and a character at the same time! It gave me a lot to think about, especially about the aspects of our safety we take for granted.”