Changi Airport Group (CAG) is tipped to have shortlisted three agencies for the next round of its creative and digital pitch. Marketing understands that these agencies are incumbent J. Walter Thompson (JWT), Ogilvy & Mather Singapore and BBDO Singapore. Marketing has reached out to Changi for comment.
The initial shortlist had six agencies in total - JWT, Ogilvy & Mather Singapore, BBDO Singapore, TBWA Singapore, Blk J and TSLA. This follows a tender briefing held on 16 August and the appointed agency will be responsible for strategic planning and creative services, as well as offer digital marketing and maintenance services for CAG’s digital assets. The pitch is managed by R3.
JWT Singapore was re-appointed early last year as CAG’s creative agency for another three years, following a pitch that involved three other agencies. The appointment saw JWT continuing its role in advancing CAG’s communication vision across all parts of the business, including operations, commercial and air hub services.
In May 2015, CAG appointed Havas Media Singapore to handle its media buying duties for a period of two years, with an option to extend for another two. The account is reported to be valued at SG$16 million. The pitch for the account was held in March 2015 and the process was internally managed. The incumbent agency on the account was ZenithOptimedia, which did not pitch for the account.
JD Sports Fashion (JD) has picked influencer marketing firm, Rocketfuel Entertainment to help develop digital content for its brand in Malaysia and the region. JD carries brands from Nike, Adidas, New Balance, to our own in-house brands such Pink Soda, Supply and Demand, Brookhaven and Sonneti.
A spokesperson from JD said it is now eyeing markets such as Singapore and Thailand and aims to open 25 outlets by end of 2018. Jaclyn Tan (pictured, second from left), senior manager of brand marketing at JD Sports Fashion added that the biggest draw for its customers is the "extensive range of sneakers from multiple brands, including Western Europe exclusives only available in our stores".
"We are really energised to see what Rocketfuel can do for us as we see content as a key proposition for the JD brand especially in the digital space," she said.
Justin Lim (pictured, third from left), CEO of JD Sports Fashion said, "We believe in content that’s relevant to our target market and the content that will be created by Rocketfuel through this partnership provides us with an outlet to engage with the JD audience on our social platforms.”
Talents and content IPs of Rocketfuel have a social media reach of over 36 million in the region with influential personalities in beauty, fashion, lifestyle, automotive and parenting.
The British multi-brand sports lifestyle retailer first opened its flagship store in Asia last year at Pavilion Elite Kuala Lumpur. It also launched its latest store at Putrajaya’s IOI City Mall on 28 November 2017. Besides these two stores, JD's other stores are located at Mid Valley Megamall, Sunway Velocity Mall, Sunway Pyramid, AEON Mall Tebrau City (Johor Bahru), with another five stores expected to be launched "very soon."
Telekom Malaysia (TM) is tipped to be calling for a fresh pitch to search for a lead agency to handle all its other agency partners . A+M understands that the account will cover media, digital and creative elements.
Several sources close to A+M also said that the agency which bags the duties will be the lead agency among the other incumbents. Presentation is expected to happen within these two weeks. A+M has reached out to TM for further comments.
Back in June this year, TM named DNA as its above-the-line communications agency for UniFi, the telco’s business portfolio for mass market consumers and SMEs, following an eight-way pitch. In December 2016, the telco re-appointed Universal McCann Malaysia (UM), the media agency under IPG Mediabrands to handle its media planning and buying business in Malaysia, for another three years. It also works with MullenLowe and Grey for creative duties and Brand Union for branding.
The past year saw the rise of a myriad of emerging technologies and new digital marketing channels – from AR/VR, live video streaming to artificial intelligence.With mobile penetration hitting a high in Indonesia, having just a mobile-friendly approach in your digital marketing is no longer enough – brands must be mobile-first.
As such, getting your cross channel and omni-channel marketing approach is crucial when it comes to ensuring your customer experience is keeping up with your evolving online consumers. To stay relevant in this crowded market, brands will need to respond quickly to capture potential customers in the moment and capitalise on this “digital-centric” new normal for new marketing opportunities.
This year, Digital Marketing Indonesia 2017 will discuss some of the hottest digital marketing trends and tactics to keep you ahead of the curve. This include mobile-first, geolocation targeting, user-generated content, live streaming, chatbots and more.
Catch the live conversations which are happening right now here:
Investment scams are still rampant today, with experienced investors also falling prey to unregulated investment schemes. As such, the only way to educate investors would be through first-hand experience.
This led to the Securities Investors Association Singapore (SIAS) collaborating with MoneySENSE, creative partner Water’s Edge and media partner BRIQ to launch an educational campaign titled "Beware! Investment Scams". This led Water's Edge to to win Gold - Excellence in Corporate Social Responsibility at the recent Marketing Excellence Awards Singapore 2017.
This post was done in conjunction with Water's Edge.
Problem
News of local investors losing their money to unregulated investment schemes has been appearing intermittently in the media. In many cases, even seasoned investors were being scammed. Unregulated investment schemes offer different types of products with various underlying assets, ranging from overseas properties to commodities. And despite the adage of “If it’s too good to be true, it probably is”, many investors still end up falling prey. Greed, over-confidence and savvy manipulation by the scammers were key reasons that investors ended up succumbing to such schemes.
Solution
While the Monetary Authority of Singapore (MAS) is making legislative changes to extend capital markets regulatory safeguards to non-conventional investment products, investors themselves remain the first line of defense against the ever-evolving types of investment scams. Therefore, the approach towards this campaign stemmed from a consumer psychology standpoint, where investors deem themselves experienced or have the mind-set that being scammed is not a situation which will happen to them – leading to a key insight: investors must feel a “pinch” before a message can truly affect behaviour.
So what if the investors did fall prey? What if, to create awareness and education surrounding this growing issue, a campaign leveraged the very same tactics as the fraudsters?
Water's Edge started by studying the various reported scams to date to identify common tactics, including posh offices and demonstrations to “awe” investors and establish legitimacy, pressure tactics such as limited time offers, and making attractive promises of high returns and capital guarantees.
This led to the creation of two fake investment schemes. Investors were then exposed to press ads on credible newspapers like The Straits Times, The Sunday Times, Lianhe Zaobao, and TODAY. Digital ads were also made contextual to investing, with Facebook ads and search engine marketing leading to scam landing pages – one per "scheme".
Once there, the lure of high returns, referral commissions, and testimonials culminated in a call-to-action to have investors indicate a potential investment amount, before committing via a “Submit” button. The scam was then revealed, leading to educational material about how to best avoid such schemes.
Objective
The Securities Investors Association Singapore (SIAS), MoneySENSE, creative partner Water’s Edge and media partner BRIQ came together to develop an educational campaign in order to:
Raise consumers’ self-awareness of their vulnerability to falling prey to investment scams.
Empower consumers to better identify “red flags” of such investment scams.
Encourage consumers to deal with regulated entities when looking to invest.
Execution
Phase 1: Experiential Learning
Set up two fake investment schemes based on the two most common types of investment scams, namely Gold and Property.
The schemes were marketed via print and online ads to “entice” potential investors to engage.
Investors are led to a professional-looking website where they are asked to commit.
Scheme was unveiled as a “scam” once the investor tried to indicate a potential investment amount, and were directed to our educational content to help them avoid falling prey again.
User Journey at the ‘Scam’ Site – Both Resort and Gold have similar user journeys
1. Home Page
2. When users scroll from the home page
3. When users click "Find Out More", they are brought to the "Invest" page
4. The reveal – after an amount is submitted or when users click "Next"
Phase 2: Multi-faceted education drive
Establish an educational website containing key information on avoiding investment scams and call-to-actions - “Ask. Check. Confirm”.
Leveraged newspapers, social media and bloggers, variety shows (Hua Hee Tio Ho) and on-ground outreach such as posters, roadshows and talks to drive consumers to our educational website.
Conveyed call-to-actions in a light-hearted manner to the public using video starring Hossan Leong; also worked with Dollars & Sense on a social experiment video.
Results
The campaign delivered a total of 17,081,338 impressions and 145,836 clicks across media to the campaign websites. Display ads performed at twice the industry benchmark and the use of social media and video also drove excellent traction at more than double the average standards.
During the “scam” period of only two weeks each, the campaign piqued the curiosity of the target audience, resulting in more than 14,000 searches. There was a total of 2,556 unique users who committed investment amounts totaling to 37 million. The majority of the users were aged 25-54.
VICE Media has appointed Nilesh Zaveri as its chief operating officer and chief financial officer of VICE Asia Pacific (APAC) based out of Singapore, the newly formed headquarters for VICE activity in the region. This appointment comes on the heels of VICE’s major expansion throughout the APAC region, announced earlier this month, that will see media and brand partnerships bring VICE content to hundreds of millions of additional viewers.
As COO and CFO of VICE APAC, Zaveri will oversee financial and operational strategy and management, with focus on expanding the business and brand across the region. He will also lead development of a financial system structure, implement corporate development practices in the region and manage strategic partnerships and talent recruitment.
Prior to joining VICE, Zaveri served as chief financial officer and senior vice president of finance and corporate operations for Discovery Networks APAC, where he oversaw all aspects of financial management and key business strategy and decisions across the APAC region. Before joining Discovery, Zaveri was regional CFO for Fox Sports Asia and held several roles at 21st Century Fox in Singapore, Hong Kong and Mumbai. Zaveri will report to Simon.
Earlier this month, VICE announced its new APAC headquarters in Singapore would be led by VICE APAC CEO Hosi Simon. On Zaveri’s appointment, Simon said, “As we build out our Singapore headquarters into an engine for activity across the APAC region, we were looking for someone with deep experience in the region that can help us accelerate growth.”
“Zaveri’s expertise across the region, specifically in India, China, and Southeast Asia will have an immediate and significant impact as we continue to assemble top-tier talent and partner with leading media entities and brands throughout these territories,” he added.
Meanwhile Zaveri added, “This is a unique opportunity to be a part of an ambitious vision which allows me to leverage my Asia experience to develop successful business models. The online video market across APAC is the next frontier, and with VICE, which has an unrivalled understanding of youth media consumption habits, we are in a unique position of strength to unlock its true potential.”
VICE also revealed additional offices in Mumbai and Delhi, scheduled to open in the coming months. The agency added that media partnerships with Times of India Group, DOCOMO Digital and Jawa Pos TV will help bring VICE content to viewers on multiple platforms throughout the region. Virtue Worldwide, the creative agency born out of VICE, has already partnered with leading global brands such as Unilever, Nike, National Basketball Association, Budweiser, BMW and Alexander Wang, to bring its full-scale creative services to the region.
It added that with an online video market that is expected to hit US$46 billion over the next five years, the APAC region is home to 60% of the world’s young people, according to the United Nations, demonstrating a significant opportunity for the youth-focused media brand.
In the APAC region, VICE currently has offices in Australia, New Zealand, Japan, China and Indonesia. This vast expansion in the region follows the series of deals VICE announced earlier this year, providing major inroads into the nascent mobile content market in the APAC region, and furthers VICE’s ability to bring content directly to young people on whatever screen they are watching. The series of deals will allow VICE to further cultivate the growing young audiences across the APAC region, growing its presence across multiple screens and reaching millions of new viewers across the region, according to VICE.
VICE has developed a global reputation for producing the gold standard of video content for young people, forging innovative distribution partnerships across mobile, digital and linear platforms with A+E Networks, HBO, YouTube, Snapchat, Sky, 20th Century Fox, Verizon, Canal+, and more to take its programming to young people everywhere. With these recent deals, VICE’s programming cuts across lifestyle, culture, news, sports, food and more, will be delivered to over 80 territories by Q1 2018.
Singapore Press Holdings (SPH) will conduct a major restructuring exercise for its Chinese Media Group (CMG), to merge editorial resources from Lianhe Zaobao, Lianhe Wanbao, and CMG Digital to form NewsHub. Shin Min Daily News will remain unaffected by the restructuring exercise, and its existing editorial team will continue to provide news coverage for the evening paper.
NewsHub will facilitate news coverage and offer latest news updates for CMG's digital platforms, including zaobao.sg and zaobao.com, as well as 96.3 Hao FM, SPH Radio's new Chinese station slated for launch next January. It will also provide more in-depth and quality news coverage for Lianhe Zaobao and Lianhe Wanbao.
NewsHub will commence operations on 1 December 2017, and will be helmed by Han Yong May, former CMG digital editor and Lianhe Zaobao's associate editor. Besides the usual news sections such as local, court and crime, business and sports, NewsHub will also include a breaking news team. A special report team will also be formed for the local news section to offer more in-depth news reports, in addition to its existing political news team. The photo team will also be part of NewsHub for more effective use of resources.
Following the restructure, Lianhe Zaobao's editor Goh Sin Teck will also helm the dual role of editor of Lianhe Wanbao. He is responsible for the positioning of both newspapers, leading the sub-editors and design teams to package news for different target audiences. Goh will continue to lead the zaobao.com team to cover news from China and focus on the website's business operations in that country.
Former deputy digital editor of CMG Ang Yiting will helm the role of digital editor, and will work closely with NewsHub to develop CMG's digital platforms. Loh Woon Yen, former VP of culture, education and new growth at CMG, will assume the role of managing editor. Loh is tasked with CMG's operations in the areas of culture, education, publishing, events and branding promotions.
"Due to media disruption, the local Chinese media has reached a critical phase where there is a need for transformation. The organisation structure and mode of operation for the past decades will not be able to bring us forward. Technology can help us to expand our market and provide us with new platforms to reach out to more readers. The developments in the larger media environment also lend new opportunities for the Chinese media," Lee Huay Leng, head of CMG, said.
"However, it is essential for us to abandon our old ways of thinking to meet new challenges. With readers having more media choices, we need to transform ourselves, invest in resources to produce news with even higher quality, and to effectively deliver our content to readers, so that we will continue to be the readers’ choice," Lee added.
According to Han, the integration of editorial resources is not about serving the same content repeatedly on different platforms, but rather about pooling talents together to produce the most suitable content for each platform and target audience.
“The launch of NewsHub reflects a global pivot towards media integration. Today, journalists are not just storytellers, but insight experts as well. They need to be the generalist and the specialist simultaneously to bring impactful stories to the public," she added.
Gushcloud Entertainment, the entertainment group under Gushcloud International, has invested in the first theatrical production by Singaporean YouTubers Munah Bagharib and Hirzi Zulkiflie.
Community-led youth arts enterprise Invasion Singapore has also invested in the production, which will feature characters from the duo's YouTube channel "MunahHirziOfficial", marking their first offline initiative. There will also be live performances of the pair's classic parody numbers, along with special guest appearances comprising local YouTube and comedy talents.
Bagharib and Zulkiflie are known for their guerilla-styled videos, attempting dares on their YouTube channel and music video parodies, such as their cover of Nicki Minaj's 2014 hit "Anaconda". According to the press statement, the duo gained popularity over the years since their channel's launch in 2007, for showcasing their unconventional yet unique sense of humour in their videos.
Althea Lim, CEO, Gushcloud Entertainment, explained that with the company's initial investment, it hopes to work closely with the duo and their team to create more travelling shows and future products. This is in a bid to successfully bridge more online and offline initiatives.
“Bagharib and Zulkiflie have built a unique brand of what their content and IP have stood for in the last 10 years. Our job at Gushcloud Entertainment was to think of how we can support these two local individual young talents to create more scalable projects around an existing online channel with strong IP,” Lim added.
“Being only on YouTube was and still is difficult. Singapore, with our population size, only has enough space for the sustainability of the top 10 YouTube channels. At the same time, we have also wanted to build out other aspects of what MunahHirzi stood for as a brand. Digital was a stepping stone for us, and we are now excited to pursue the next phase of our careers. Through this first theatre show, we want to celebrate what we’ve built, and celebrate the friendships and connections we’ve gained over the years through MunahHirziOfficial,” Bagharib said.
The spread of digital over the past few years saw it taking root in most aspects of marketing today, this includes public relations (PR). Increasingly, there is a demand in jobs for those from the field of “digital PR”. However, the journey of figuring out what the definition of “digital PR” is can be murky for many PR professionals – especially when it comes to measurement.
Sharing her experience at the recent PR conference, Alexandra Vogler (pictured), global skin and personal care, digital marketing and communications at Procter & Gamble, said that when she first explored this topic, there wasn't a lot of information available on the topic.
“I was part of the digital team trying to figure out how we were going to find out way through all these KPIs. Since I was the one with the PR background – the task of handling digital PR was assigned specifically to me,” Vogler said. She added that at the time, PR was still “very much offline” so it was hard to determine where to start. Like most consumers, she did a Google search on the information available out there, and while she formed some ideas around it, there was no “real substance” behind it.
She added that at the end of the day, digital PR was essentially a way for PR professionals to have a two-way conversation with their audiences. Back in the days of traditional only PR, PR professionals were in charge of telling a story. These days, it goes beyond just telling a story to creating conversations. She explained that while marketers today still face the same challenging KPIs and measurement, what really works is no different than what did in the analog days before.
“It is really about going back to those human insights and ensuring that you harness the other power of human media. Word of mouth today is digital, and spreads much faster to bigger audiences,” she added. As such, digital PR is still PR – just on a digital platform. The fundamentals of digital PR remain the same as traditional PR – which is about connecting to other people.
Vogler also added that PR and social media marketing are “very much linked”.
“Sometimes people have this artificial division of different things we do with publications versus the initiatives we run on digital and social media marketing, when it fact they go hand in hand,” she said.
“Even when working with media publications, we still want them to distribute and push our stories on social – because that is where consumers discover things,” Vogler explained.
Should digital PR then take a higher priority than offline PR in Singapore?
For Vogler, the answer is yes because people are consuming content on digital today.
“I still consume the same content from publications, but I do it on the mobile format. This is especially with the good internet connection and access to mobile found in Singapore,” Vogler said. However, the same cannot be said for brands operating in a market where mobile phones are not as penetrated.
As such, marketers need to ensure that they always think about where their consumers are consuming their information when it comes to prioritising their choice of communications medium.
For the case of P&G, it looked to entities which were mastering the digital PR space, from Millennials to politicians and musicians to come up with a new strategy. This allowed P&G to get the inspiration for something Vogler termed “human media”.
“Today, we are all citizen journalists. We capture any pictures and give our opinions on anything. So how can you as a brand harness that power in a different way?” Vogler said. The idea of “human media” lies in thinking of all the people who are interacting with the brand as “media channels within themselves”. After doing so, brands need to try to create and drive those conversations which are happening.
One campaign that leveraged on this idea was SK-II’s “Face the Wild” campaign, which saw P&G collaborating with National Geographic and engaging four influencers or celebrities. They were Japanese actress Kasumi Arimura, fashion icon Chiara Ferragni, Chinese actress Nini and Lee Siyoung, South Korean actress and national boxer.
To drive conversation, the brand also did a lot of live reporting with the influencers over the course of the campaign. This combined with the polished and aesthetically please videos by National Geographic allowed P&G to be “raw and authentic” with its viewers, Vogler explained.
“It also gives the viewer additional insight into what the influencer/celebrity is thinking at that point then and there. That’s what people really like about it – that combination of beauty and raw authenticity,” Vogler said.
Leveraging on “human media” also allowed the brand to achieve a ripple effect for the campaign. Vogler explained than Ferragni was also seen as a “beacon of inspiration” for other bloggers and influencers in the fashion space.
The Asia Content Marketing Association (ACMA) has established four committees and appointed its inaugural board comprising 10 members, following its incorporation as a professional association in early October 2017. The board positions will be valid for one year.
The Showcase committee, co-chaired by MD of Brand New Media Joanne de Rozario and vice-chairman of ACMA Timi Siytangco, will focus on featuring and sharing the best of Asian content marketing with the industry and public, including case studies. Co-chaired by Isabella Barbato, head of marketing, Asia Pacific at Outbrain and Damien Bray, CEO at Brand New Media, the Education committee will launch with ACMA taking a leading role in the IMDA-supported Creator Collective training program in early 2018.
The Insights committee, chaired by LinkedIn's content marketing manager for Asia Pacific Daniel Hochuli, will focus on producing key industry metrics and analytics, allowing content marketers to benchmark their results in Asia. Co-chaired by LinkedIn's head of channel partnerships, Asia Pacific, Akshay Bajpaee and founder and CEO of The Brand Conversationalist, Andrea Edwards, the Brands committee will focus on offering a forum for brand content marketers to share best practices and learnings in a confidential professional environment.
The transition leadership team of chairperson Andrea Edwards, vice-chair Timi Siytangco and treasurer Simon Kearney will continue in their board positions and as directors of ACMA Limited, which was incorporated as a not-for-profit private company earlier in 2017.
Here are the list of board members:
Nik Vyas, executive board director and content lead at Publicis Media, Singapore
Akshay Bajpaee, head of channel partnerships, APAC at LinkedIn
Isabella Barbato, head of marketing APAC, Outbrain
Oliver Budgen, head of APAC, Bold Media, APAC
Miguel Bernas, VP, digital marketing, Mediacorp
Mike Jackson, MD at MEC Wavemaker
Damien Bray, founder and CEO Asia, Brand New Media
Babar Khan Javed, technology editor, Campaign APAC, Haymarket Media Group
Fotini Paraskakis, MD, Endemol Shine Asia
Jacqueline Tok, VP, media and sponsorship, Sony Pictures Television Networks, Asia
ACMA has signed up 27 financial members from a broad spectrum of organisations and individuals since its launch in early October this year, including Allison + Partners PR, MEC Wavemaker, Publicis Content, Bloomberg Media, Click2View, Isentia, LinkedIn and Text100 PR.
Publicis' Vyas said there is a huge amount of interest in content marketing, and whilst relatively nascent in Asia the region has a large pool of experienced practitioners. "ACMA is about harnessing the power of that collective talent to push forward a common agenda. We will help brands understand how to craft more strategic content strategies and produce better quality content, which connects with people and meets clients’ business goals,” he said.
According to Brand New Media's Damien Bray, the content industry would collaborate on the direction and future of content marketing in the region. "There’s a huge upside for everyone in the ecosystem, from brands to service providers to agencies to practitioners. It’s time to make it best practice globally," he added.
MEC/Wavemaker's Jackson added that content marketing would grow enormously over the next decade. "ACMA is going to build the industry and grow the pie for the benefit of all. What’s great about this is it’s not going to be about individual companies, it’s going to be about the future of content marketing, educating and training. I think it will be a great success," Jackson said.
Cathay Organisation, parent company of Cathay Cineplexes, announced it will focus on its property business, its MD Choo Meileen announced during a joint press conference with mm2 Asia yesterday. The announcement follows mm2 Asia's acquisition of Cathay Cineplexes for SG$230 million. The acquisition completed on 24 November 2017.
According to The Straits Times (ST), Choo intended for the buyer to be a Singapore company, one that has diverse operations in the entertainment industry to be able to manage challenges. The buyer also had to be serious in maintaining the business. As such, mm2 Asia "fit the bill", Choo said.
Quoting mm2 Asia executive chairman Melvin Ang, ST reported that no staff members are affected by the acquisition, nor are there plans to open more cinemas or close them. There will also be no changes to the Cathay name. Ang added that the cinema business in Singapore will be managed as a separate arm of mm2 Asia, and expects possible cross-promotions between the cinema arm and other mm2 operations, such as its concert promotion business.
Cathay will also be winding down its film distribution business as part of a non-compete portion of the sale agreement, according to The Business Times (BT). Ang also said that mm2 Asia will not necessarily limit the distribution of its films to just Cathay cinemas. He added that the cinema and distribution businesses should be separate and are managed by different teams. As such, whether a film gets shown at a Cathay cinema is dependent on the "merit of the content"
Prior to the acquisition, mm2 Asia purchased two Cathay cinemas in Malaysia and rebranded them to mmCineplexes, as it did not have the rights to the Cathay name. According to chief executive of mmCineplexes Ong Hock Seng, the company is considering whether to keep the Cathay name in Singapore and the mmCineplexes brand in Malaysia. Ong told BT that mm2 Asia might consider using different branding on the consumer front and a unified branding when dealing with suppliers.
NETS has appointed Landor to manage strategic branding, and advertising agency Markers and Brushes to manage creative production for below-the-line activities, Marketing understands.
The strategic branding account is worth approximately SG$250,000, while the creative account is worth about SG$100,000. Both appointments will be for one year with the option to extend for another. Marketing understands that incumbent M&C Saatchi also pitched for the strategic branding account.
Landor is expected to propose “ideal” branding strategies for the company’s key efforts and to derive a key brand message, which will then be applied to marketing campaigns executed in collaboration with the other agencies. Markers and Brushes will also be responsible for conceptualising and developing key visuals to be adapted into various formats for the specific campaign effort. Marketing understands that NETS has omitted the creative agency role as it intends to keep options open and work with various agencies for key creative campaign efforts.
The announcement follows NETS reappointing Havas Media Singapore as its media agency, after it called for a pitch in September. Havas Media will manage NETS’ integrated media strategy, planning and buying with a focus on digital, social and out-of-home. The account is worth approximately SG$1 million. Work for all agencies is expected to roll out in 2018.
Out-of-home (OOH) media MyRodeo has partnered with AirAsia to launch an OOH campaign for its travel insurance Tune Protect. For the campaign, MyRodeo provided a "Guerrilla Convoy" comprising three to five cars and decorated them with wrap advertising. The company also displayed a 3D travel luggage on the roof of the cars.
MyRodeo's "on-car" advertising aims to help brands stay relevant by making use of eye-catching advertisements to capture consumers attentions on the roads, according to CEO Valens Subramaniam. The company added that advertisers can leverage on MyRodeo's campaign dashboard to track and manage campaigns more effectively.
“For its personal accident and motor segment we provided Rodeo car wrap ads while installing 3D fixtures of a 'bear' and 'cars' depicting injuries and accidents on the rooftop,” Subramaniam added. Citing world data, Subramaniam said an average person spends a minimum of 80 minutes per day on the road without being productive. As such, having an "eye candy" on the road is an effective way to capture brand attention.
Fonterra's Anchor Dairy collaborated with APD Kuala Lumpur for the "Anchor Twist" campaign, which transforms everyday Malaysian dishes into something extraordinary. "Anchor Twist" was created to elevate everyday local recipes with the Anchor Dairy's butter and cheese.
Red Films was also involved in the production of three videos for Facebook and YouTube, which showcase new recipes in a quirky and unconventional manner. The first recipe features a spin on the popiah pisang goreng cheese, accompanied by an original score sung by Takahara Suiko, the lead singer of The Venopian Solitude.
According to Jenatun Zulkifli, copywriter at APD Kuala Lumpur, Suiko was chosen for the video as she was able to deliver the upbeat performance that Anchor Dairy and APD wanted, both lyrically and visually.
“As a mum, I understand that it can be quite challenging to provide wholesome meals for the family on a daily basis. This campaign aims to inspire Malaysian mothers with interesting and new ways of elevating local dishes by adding some dairy goodness from Anchor products as the catalyst in their food. Most importantly, it also aims to strengthen family bonds through delightful new recipes,” Karen Ong, marketing director of Fonterra Malaysia, said.
“We know mums work very hard to impress with their cooking and are always looking for inspiration online. However, there aren’t many local sources they can go to for new recipes that are delicious and easy to make at the same time. As such, we wanted to ensure that the treatment of the video inspires and energises mums,” Zulkifli added.
Libresse Malaysia has launched a new campaign focusing on how its Libresse CurveFit pantyliners are made to fit women’s everyday moments.
BBDO Malaysia was tasked with finding a creative way to encourage women to user liners daily. Instead of going down the conventional route of “educating” consumers using experts and testimonials, BBDO chose to tap into real, everyday moments in women’s lives to trigger awareness. The agency produced three short clips, each focusing on everyday moments such as being out under the hot sun, packing for a trip and working out in the gym. Following the earlier Let’s Get Real campaign, these clips also carry the signature cheeky tone for a sense of continuity and stronger brand affinity.
The new campaign follows the success of its "Let’s Get Real" campaign in May this year. The cheeky campaign made fun of common themes used by companies promoting feminine hygiene products, such as sanitary napkins. It also addressed the frequent use of advertising tropes including tight white pants, happy scenes in a meadow and sleeping bed scenes in feminine hygiene commercials.
Check out the clips below:
https://youtu.be/ve6ste5I4tE
https://youtu.be/Nb05UukpYDI
https://youtu.be/kkEZ2EyzBFo
“We’re still championing the message of Let’s Get Real. This time, by demonstrating everyday real situations women find themselves in, we show how Libresse CurveFit liners fit in these little moments to help ease our user’s day. We hope our audience finds the content as relatable as we do,” Verene Lee, senior brand manager of Libresse Malaysia, said.
The BBDO team, led by GM Farrah Harith-McPherson, includes executive creative director VJ Anand, creative director Lee Tak Shune, creative group head and art director Jules Yap, copywriter Niamh Spurr, senior art director Lila Talitha, account director Hugo Pacheco and account manager Khalida Kamaludin.
If you are a huge foodie, this job is probably for you - Marriott International is now on the hunt for "foodie ambassadors".
And for sure there are more duties to fulfil. According to its LinkedIn post, the new food ambassador will work at some of the group's 2,500 restaurant and bars across 24 countries in Asia Pacific, including cocktail bars, Chinese restaurants and Michelin Starred fine dining restaurants, and take charge of creating, innovating and elevating its food experience - which sounds like a dream job to any food lover.
Marriott is also keen for the Foodie Ambassador to take on the role of building strong relationship with customers, as well as grooming talent for the company.
A sneak peek over its requirements will see the group looking for people that are guest-oriented, with strong organisation, communication and creative story telling skills, as well as have strong understanding of social media platforms.
The recruitment is part of LinkedIn's "job of the week campaign" to highlight interesting opportunities on the platform.
As a matter of fact, more unconventional, cool jobs have been surfacing, especially on digital platforms these past few years. Another announcement in early November 2017, for example, sees travelling startup Klook recruiting two management trainees which will be offered unlimited period of leave, and be encouraged to go travelling every year. (Read more: Klook kicks off aggressive marketing campaign with new funding)
The trend is partly to do with an increasing business demand to deliver engaging experiences, especially those in the hospitality and F&B sector. As customers become more demanding about what they want, marketers have been looking for ways to develop more experience-focused strategies. Marriott, for example, has launched their own M-live studio to do social-listening in real-time, just to engage their audience.
The evolution itself has been here for a while, but the need for talent to help with the experience-led transformation is finally getting reflected in recruitment.
The act of recruiting unconventional jobs itself is a powerful marketing strategy.
There's something way beyond talent recruitment too. As you can guess, the act of recruiting unconventional jobs itself is a powerful marketing strategy. Recruitment has always been a form of marketing, and there's no single way to reach everyone in town, even if they're searching for you, so announcing one job that seems too good to be true is a great way to get noticed.
By recruiting two management trainees, and with a budget of probably no more than 50k per month, the company itself often becomes the talk of the town, its branding very much associated with "innovative" and "open".
With the help of social media, this recruitment news always go much more viral than you would expect.
Look at Marriott now, and the organic exposures it has won on LinkedIn and media (like Marketing). For companies who are looking for more marketing talents to engage customers, a small tweak on your job description might provide a happy surprise.
It touches my heart. And it reminds me of one of the greatest campaigns of all time done by YouTube which featured how ordinary people such as a young Justin Bieber at that time benefited from technology. Despite their differences, they both touch on the same things that any innovative brand should own: possibility and humanity.
Street View is not a new function. But by putting the focus on a small company, and helping to execute its vision of helping Alzheimer’s patients, Google connects its technology with our daily lives. Bravo!
NOT - Pantene, Hair Falling Billboard
https://www.youtube.com/watch?v=dRomGfommfw
Looks smart! Doesn’t it?
Umm … wait, how many consumers (or drivers) could really read the difference of a highway billboard from such a long distance? Could they identify that the display is hair at fi rst glance? And would every one of them travel on the same route every day, so they can really get the message? It is a nice idea to blend the latest geo technology with media, but it requires too many factors to make it successful.
Mike Leung, managing director of Wunderman|AGENDA Hong Kong will retire from the company, and his last day is today, 30 November.
Digital advertising agency AGENDA is part of WPP's Wunderman network while Leung joined in 2001 and is one of the founding team members of the firm.
The long-serving MD has been leading various teams in designing and developing online advertising, e-business, and data-driven solutions for global and local clients. He has over 28 years' experience in the information technology and marketing industry in Hong Kong, Canada, and the USA.
Marketing reached out to Leung and he revealed he will relocate to Canada to enjoy his retired life.
To commemorate him working at the agency in the past 15 years, his colleagues made a memory book dedicated to his retirement.
Meanwhile, an AGENDA veteran Maggie Tong, current director of client servicing of Wunderman, will be elevated to the general manager role while the MD position is yet to be filled.
Volkswagen Passenger Cars Malaysia (VPCM) in collaboration with Lazada Malaysia will be selling 12 limited edition Beetles in conjunction with Lazada’s online revolution campaign, which kicks off from 12 to 14 December.
This is the first time a car manufacturer and an e-commerce company is teaming up to sell cars online in Malaysia, Lazada's spokesperson told A+M.
These limited edition Beetles will be sold at RM112,112, which is 18% off the recommended retail price. This offer is only valid in Peninsular Malaysia. This 12.12 limited edition Beetle comes in two designs – the “Herbie 53” in Pure White and White Silver and the “Hot Bug” in Tornado Red.
The limited edition Beetle also comes with leather-wrapped multi-function steering wheel, a 5.8" touchscreen 'composition colour' with USB, bluetooth and eight speakers; and seat trim covers in Pepita fabric. Under its hood is a 1.2 litre turbocharged TSI engine with an output of 105PS - and together with a seven-speed automatic transmission DSG powering a maximum torque of 175Nm, owners are ensured a fun run indeed.
"Social media" is the term we use everyday, but one that's no longer relevant in the eyes of Snapchat CEO Evan Spiegel.
Starting from tomorrow, Snapchat will launch a massive redesign to separate the social from the media. Users will find all messages and stories from friends to the left of the camera, sorted by who they talk to and view most.
Under new algorithms, contents will also be aligned based on the users interests, not on the interests of "friends". It offers a auto-advance, so users can watch everyone’s stories in a row, but with best friends, not people who post the most first.
Right of the camera will be all the premium publishers and influencers that users follow, and aggregated stories from search and snap map in the discover section, sorted by users' past viewing behavior.
This means more likes does not mean higher reach on Snapchat.
The new algorithms follow Netflix's approach, which uses machine-learning to analyse what subscribers have watched in the past, and recommend content based on that behaviour. Spiegel said this form of machine learning personalisation gives users a set of choices that does not rely on free media or friend recommendations and is less susceptible to outside manipulation.
Plus, he reassures viewers that they will optimise the algorithm to provide multiple sources of content and different points of view.
"It's vitally important that future content feeds are built on top of a human-curated supply of content – rather than just anything that surfaces on the Internet. Curating content in this way will change the social media model and also give us both reliable content and the content we want," Spiegel wrote on Axios.
The algorithm redesign is seemingly a reaction to recent industry uproars over how fake news has been fuelling social media.
![Liners1[4]](http://images.marketing-interactive.com.s3.amazonaws.com/wp-content/uploads/2017/11/Liners14-e1512014474665-700x419.png)
