Tag: WPP

London, United Kingdom – Creative transformation company WPP and tech giant Microsoft have recently entered a new partnership to launch ‘Cloud Studio’, an innovative cloud platform targeted to transform creative content production.

Cloud Studio aims to allow creative teams from across WPP’s global network to produce campaigns for clients from any location around the world. It is also the advertising industry’s first bespoke platform for virtual production that arms creatives with the technology to collaborate and create impactful work for clients, moving content creation, production and editing out of on-premises environments and into the cloud.

WPP will roll out Cloud Studio to 5,000 employees across its network, notably within WPP’s creative production operation Hogarth, giving them the ability to access production tools and services from standard Internet-connected devices via Azure without the need for the traditional hardware or physical equipment.

In the longer run, WPP has plans to expand the platform more broadly, with a potential deployment of up to 25,000 users.

For Satya Nadella, CEO at Microsoft, digital technology is rapidly transforming every aspect of the media and advertising industry, including how content is produced.

“Together with WPP, we will apply the power of Azure’s scalable, intelligent infrastructure to support next-generation content production and ensure thousands of WPP employees remain agile, collaborative and creative from anywhere,” Nadella stated.

Cloud Studio enables WPP to fully embrace today’s new world of hybrid working environments while providing business continuity and the ability to deliver outstanding work for clients across teams and markets. This intelligent categorization of content will enable WPP to give teams the assurance of version control, eliminate duplication of content and empower creatives working across markets and time zones with access to the right assets for the right product or market.

“Technology is what powers WPP’s creativity; it allows us to realise our ideas, uncover insights and embrace innovative ways of working. The pandemic has shown how WPP teams can successfully collaborate to create extraordinary work for our clients, all while being physically apart,” said Mark Read, CEO at WPP. 

He added, “Partnering with Microsoft on Cloud Studio is the next step in our journey to arm creative teams with the latest in cutting-edge production tools, and draw upon the best talent, regardless of where they are.”

Tel Aviv, Israel – In-game advertising platform Anzu.io has announced the conclusion of its funding series, successfully raising US$9M to aid the company’s global expansion of its in-game advertising platform, with the help of venture capital groups BITKRAFT Ventures and HBSE Ventures, as well as marketing services organization WPP and Sony Innovation Fund, the corporate venture capital arm of multinational conglomerate Sony.

The funding series has also seen the participation of venture capitals Alumni Ventures Group and Goal Ventures, as well as angel investors Marc Merrill, co-founder, co-chairman, and former co-CEO of Riot Games, and Dylan Collins, co-founder and CEO of SuperAwesome, a kid-safe ad platform recently acquired by Epic Games.

Anzu.io’s funding series coincides with the increasing popularity and market ‘boom’ of the gaming industry. Statistics from market intelligence group Mordor Intelligence estimate that the gaming industry’s value is expected to be around US$257B by 2025.

“Gaming is one activity that has exploded over the past year and increasingly an important advertising channel. In partnership with Anzu, together with our agencies, we can make it simpler for them to reach the growing audience in the esports and gaming space,” said Mark Read, CEO of WPP.

Through the accumulated funding, Anzu.io will be pushing its presence globally starting with the United States, followed by Singapore and China, and other core locations to be announced. With partner brands including game publishers Ubisoft, Lion Castle, and Nacon and global brands Pepsico, Samsung, American Eagle, and Vodafone, Anzu.io will feature advertisements of partner brands through programmatic technology blending of real-world ads into video games, esports tournaments, and live streams, enhancing games’ realism and transforming game objects into valuable advertising opportunities.

“Anzu has been delivering the technology they promised and growing their industry footprint. We are excited to join this funding round and support Anzu, entering a new phase of growth in in-game advertising. The company’s gamer-first attitude will enable developers to access new business models and bring advertisers closer to gamer audiences without disturbing gameplay,” says Gen Tsuchikawa, CEO and chief investment officer at Innovation Growth Ventures, Sony Innovation Fund.

Meanwhile, Itamar Benedy, co-founder and CEO at Anzu commented, “We are proud to have global leaders in advertising, entertainment, gaming, esports, and venture capital invest in Anzu’s next stage of growth. These trailblazers are the perfect combination of strategic partners to help us maintain our dominating position as we enter 2021.”

For Jens Hilgers, founding general partner at BITKRAFT, their recent participation at Anzu.io’s funding series means redefining the aspect of modern in-game advertising.

“Since our initial investment, the Anzu team has built the most sophisticated platform to deliver blended in-game advertising at scale in the higher-end games segment. The impressive line up of game integrations combined with brands executing unique campaigns on the platform has validated Anzu’s market position and technology,” Hilgers commented.

Manila, Philippines – The Colgate brand has been doubling down on its global-wide advertising campaigns, where its optimism-themed #SmileStrong campaign released just recently in Southeast Asia market Malaysia. Today, another region-bound country, the Philippines, has officially announced its installment of the campaign, where the specific Colgate arm decided to spotlight on the optimistic attitude among individuals with special needs.

Three individuals are the protagonists of the Filipino ad spots – teacher and motivational speaker and born with down syndrome Brina Maxino, local actress Candy Pangilinan who is mother to a son who has ADHD, and Arizza Nocum, peace advocate and entrepreneur who co-founded KRIS, a non-profit organization promoting peace through education.

Much like the Malaysian campaign, the ambassadors in the spot states a recurring statement of “When they say…I smile,” where they share people’s judgments of their capabilities and capping it off with a positive “I smile.”

Colgate Philippines, in a press statement, shared that with the local implementation of the global advocacy, it hopes to make the same big impact that other #SmileStrong campaigns in other key markets have generated, which is “an increase of brand love and loyalty among consumers.”

The country’s Marketing Director Ari Mandelbaum speaks of how the ad aims to break the false positivity in “Filipino resilience” and inspire “optimism in action” instead.

“The common Filipino’s ‘resilience’ has constantly been held up as a shining character trait even in the face of natural disasters, violent conflict, poverty, and a number of deep-seated societal issues,” he said.

However, Mandelbaum added, “A growing number of people are seeing ‘The Filipino Resilience’ as a glorified coping mechanism, seemingly resigned to just powering through adversities with a mindset to live just to survive each day. At Colgate, we believe that it takes more than optimism to power through the challenges of today, thus launching #SmileStrong where we encourage Filipinos to believe and uphold the power of ‘optimism in action.’”

Together with Colgate-Palmolive’s global creative partner Red Fuse, which is advertising and communications company WPP’s integrated global team, the brand in the Philippines has tapped another WPP network – integrated marketing communications firm SOHO Square, its local arm – to bring the local rendition to fruition.

Caloy Sambrano, managing partner at SOHO Square Philippines said, “As an agency, we have developed and implemented various equity campaigns in the past, but we must say that this Colgate #SmileStrong campaign is one, if not the most, important campaign that we have ever done. We wanted each and every Filipino to feel inspired and relate to the stories of our muses especially when they see the contents that we put out.”

Following the global campaign’s wide marketing strategy, Colgate Philippines will be releasing integrated communications across digital and public relations, where activations in partnership with muses Arizza, Candy, and Brina will be run until 2021.

Aside from the #SmileStrong campaign, Colgate-Palmolive has earlier piloted its “Made for Greatness” campaign in Thailand, featuring professional climber and Academy Award-winning documentary director Jimmy Chin. The campaign is said to be progressively rolled out across Singapore, Malaysia, and Australia & New Zealand.

Thailand – Colgate has released a new campaign in Thailand for Colgate Total, its high-performance toothpaste product, where the ad spotlights “greatness,” featuring professional climber and Academy Award-winning documentary director Jimmy Chin.

Titled “Made for Greatness,” the campaign comes after Colgate’s recent release of the #SmileStrong campaign in various markets such as ANZ, Philippines, and in Malaysia, where it has been locally adapted as #SmileStrongBersama, where Bersama means together. The said campaign displayed the main theme of optimism amid challenges and prejudices in life.

For the current one, Colgate has decided to move to feature the message of “greatness,” matching the extra hardworking anti-bacterial formula of its Colgate Total. 

https://youtube.com/watch?v=vSWCjfAxt24

Chin is known for his numerous climbing expeditions in different countries such as China, Pakistan, and Nepal. In 2019, his documentary chronicling a rock climber’s journey won the Academy Award for Best Documentary Feature.

Displaying the brand’s color palette of Red and White, the ad shows Chin attempting an arduous mountain. In the middle of the climb, he is seen taking a break and refreshing using Colgate Total. 

The creative brain behind the campaign is Red Fuse, global communications company WPP’s integrated global team for Colgate-Palmolive. 

The campaign will be progressively rolled out across Singapore, Malaysia, Australia & New Zealand within the next few weeks.

Colgate’s Regional Marketing Director Lyndon Morant said, “Now, more than ever, people have a stronger resolve when it comes to the world becoming a better place for all. This campaign really shows a turning point – not just for Colgate Total – but for the category as a whole that we can move into a broader, richer territory to connect with people in a way that our category hasn’t done before. Greatness is about demanding more every single day, and that’s the exact attitude we bring to Colgate Total.”

Outside of the film, the campaign also includes integrated communications across out-of-home, digital & eCommerce, and in-store displays.