Danone Aqua has appointed Lion & Lion as its digital agency for its entire beverage portfolio of Danone Waters in Indonesia. The appointment is for one year and follows a pitch in December 2017. Following the appointment, the agency will begin rolling out digital campaigns for Danone Aqua’s Aqua, Mizone, and Vit brands in the earlier part of 2018. Marketing has reached out to Lion & Lion for comment.
In a statement confirming the move, Marjorie Garrovillo, vice president for marketing of Danone Aqua said that the brand was impressed with Lion & Lion’s depth of knowledge in the beverage category. She added that Lion & Lion’s data-first approach was the right way to optimise its marketing investments.
“We’re confident that their integrated approach to digital will strengthen our consumer and shopper engagement,” Garrovillo added.
“Working with great brands like Aqua, Mizone, and Vit will allow us to develop campaigns that will champion creativity and innovation in digital and drive business growth. We are excited to strengthen their digital presence through a strategic, data-driven approach to creative and social media,” Richard Roness, managing director, Lion & Lion Indonesia added.
In October last year, the agency was appointed by Danone as its digital partner for its early nutrition milk brands in Indonesia, namely Nutrilon Royal, Lactamil and Nutrilon Tailor Nutrition. The appointment is for at least one year and is for the Indonesia market.
YouTube has teamed up with creative development and media company Thirty Five Media to work closely with athletes, helping them launch their own YouTube channels. The partnership also involves creating new and innovative sports programming as a development partner for YouTube.
Thirty Five Media is owned by National Basketball Association (NBA) player Kevin Durant (pictured left) and Rich Kleiman. Among the list of athletes that have launched YouTube channels with the help of Thirty Five Media include NBA players Karl-Anthony Towns (pictured right), Nick Young and JaVale McGee, as well as National Football League player Richard Sherman.
YouTube declined to comment on the monetary value of the partnership.
The partnership comes after Thirty Five media saw "breakout success" with its initial YouTube project - the launch of Durant's channel last April. The channel offered fans insight into his life behind the scenes of his journey towards his first NBA championship. His YouTube channel will remain the flagship project for YouTube and Thirty Five Media, featuring new weekly content and new series launches.
YouTube chief product officer Neal Mohan said he was "extremely impressed" by the Thirty Five Media team in how it has rapidly embraced YouTube, engaged the community and offered valuable feedback on features to closely connect content creators and fans.
“I’m excited to see them apply this expertise to help other athletes replicate this success on YouTube," Mohan said.
“It was natural for me to want to show other athletes what they can achieve on YouTube and to ensure my Thirty Five Media team and I can be a resource for those athletes," Durant said. He added that he has had an "incredible experience" on YouTube engaging with fans worldwide and sharing different parts of his life.
Kleiman added that the possibilities of the partnership go "far beyond" traditional social media and there is a huge opportunity for branded content, as well as better one-to-one fan engagement for athletes on YouTube.
Singapore Press Holdings (SPH) and Samsung Electronics Singapore (Samsung) has entered a strategic partnership to work on innovative technologies and marketing campaigns that will benefit both SPH and Samsung’s customers.
In the area of sales, marketing and outreach, SPH will support Samsung using its integrated multi-platform media solutions and data analytics capabilities to enable better access to and engagement with customers.
Both SPH and Samsung will also explore joint marketing initiatives through cross-selling each other’s products to their respective customer bases. Additionally, the two companies plan to collaborate on corporate social responsibility projects. The partnership extends to non-media businesses where SPH and Samsung can work together on opportunities arising from SPH’s properties and events businesses. This is for a two year period.
“We are excited to spark new breakthroughs in consumer engagement when Samsung’s technological leadership meets SPH’s expertise in content creation,” said Lee Jui Siang, president of Samsung said.
“Under this strategic partnership, we hope to embrace the evolving digital front of news and content consumption by forging a closer relationship with SPH through various initiatives that benefit both Samsung’s customers and SPH’s audiences.”
The two companies agreed to pre-load suitable SPH digital media products onto Samsung devices such as mobile phones, tablets and Smart TVs. Samsung users will also enjoy trial subscriptions to SPH media products, while SPH plans to adopt Samsung’s integrated payment gateway Samsung Pay on its B2B and B2C platforms. New technologies such as virtual technology will also be explored under the partnership to engage the millennial generation.
Ng Yat Chung, CEO of SPH said: “We are delighted to bring together the strengths of Samsung and SPH to create and distribute engaging content for all our customers. Our partnership with Samsung aims to push the digital frontiers to explore new innovations and technologies that will transform how our customers work, live and play in today’s inter-connected world.”
Cartoon Network has created its own fully-branded ship, in partnership with cruise management company Oceania Group and Turner. The boat is set to make its maiden voyage from Singapore in late 2018.
In a statement to Marketing, a spokesperson for Turner said the partnership, which is exclusive for the Asia Pacific region, will require an investment in excess of US$100 million. The spokesperson added that Turner is invested in a 360 strategy for all its brands and channels, comprising various touch-points across platforms such as TV, online, social media, cafes and amusement parks.
Cartoon Network Wave is a manifestation of the 360 strategy that enables fans to engage with their favourite characters in real-life, the spokesperson said. Turner chose to partner with Oceanic Group as both companies shared a passion and vision of creating a unique immersive experience.
"With a strong cult following in various markets around the region, the strength of the partnership lies in the fact that it will not only enhance Cartoon Network’s visibility and engagement among consumers, but also put Oceanic Group and Singapore firmly on the tourist map," the spokesperson said.
According to the spokesperson, Turner and Oceanic Group are working on marketing plans to support Cartoon Network Wave, and will also be leveraging the strength of Turner's network across the region.
The theming and entire onboard experience of Cartoon Network Wave is inspired by Cartoon Network’s universe of well-loved characters from iconic shows such as Adventure Time, Ben 10, The Powerpuff Girls and We Bare Bears. This includes a variety of diverse entertainment, activity and recreation features, as well as retail and food and beverage options.
The cruise ship will be docked at the Singapore Cruise Centre and will sail to 13 popular destinations in the Asia Pacific region including Singapore, Malaysia, Thailand, China, Taiwan, South Korea, Australia and Japan. Dates and itineraries for its routes around Asia Pacific will be announced in the coming months.
Turner currently also has a location-based entertainment team including Cartoon Network-branded restaurants, theme parks, waterparks around the world – and even planes and trains – this is the first time anywhere that a cruise liner has undergone a full Cartoon Network transformation.
Property developer United Malayan Land (UMLand) has appointed ROOTS PR for its PR and brand development duties, for both Malaysia and Singapore. The one-year contract will see ROOTS PR managing all group communications and PR activities for UMLand, across the township and niche divisions, as well as the construction and building materials division.
The agency will also focus on enhancing UMLand’s brand reputation as a developer, targeting UMLand’s main markets in Malaysia and Singapore. Additionally, ROOTS PR's spokesperson told A+M, that its current top PR clients in Malaysia include Adidas, HTC and Moët Hennessy Diageo.
Alex Ooi, managing partner of ROOTS PR said, for UMLand, the agency's efforts will also focus on "profile and reputation management for the developer while streamlining communications between UMLand’s business units and group level."
According to head of group communications and branding, UMLand, Genie Tay, the agency showed an in-depth understanding of its brand and the direction in which the company was headed.
"Additionally, we believe that they have a complete team that can manage PR initiatives from a multi-angle point of view, from strategic communications planning to execution, including multi-channel media outreach," Tay said.
“As one of the leading developers in the country, it is more important than ever to embark on differentiating ourselves from a communications perspective. The industry will continue to thrive and we believe that as a developer, we should always bring our value forward to build trust with our stakeholders,” Tay added.
UMLand recently completed Suasana Iskandar Malaysia, its newest upmarket integrated commercial development in Johor Bahru and will see more project completions such as Citadines Medini Iskandar Puteri and UMCity Medini Lakeside this year.
Media Prima Television Networks (MPTN) has appointed Dragon Rouge Southeast Asia (SEA) to handle its branding initiatives in 2018.
The account win follows a competitive pitch, which A+M reported earlier in November last year, stating the four companies shortlisted include agencies such as TBWA, Dragon Rouge and McCann Worldgroup as well as, brand consultancy Ova.
MPTN operates Malaysia’s four leading free to-air television stations, namely TV3, ntv7, 8TV and TV9 in addition to tonton, Malaysia’s number one Over -the-Top (OTT) service and Studio 8, MPTV’s multichannel network on YouTube. MPTN currently reaches over 28 million Malaysians every day on terrestrial networks, satellite television and online, according to a statement by the agency.
Among other initiatives, Dragon Rouge is working on the rebranding of ntv7, one of MPTVs longest running channels. The new logo was revealed at the MPTV screenings last week. CEO of MPTN Johan Ishak announced that in addition to a new brand identity, ntv7’s brand repositioning will see “content that will reflect [and] cater for the modern society."
On this appointment, Johan said, in order to take MPTN's brands to the next level, it needs a partner who could provide a fresh perspective on its business and challenge its thinking, strategically and creatively.
"We are clear about the kind of media and content business we want to be, and Dragon Rouge is working with us to reflect our vision in our iconic television brands” Johan added.
Zayn Khan, CEO of Dragon Rouge for SEA said, that the media landscape is undergoing rapid changes, adding it will partner Media Prima to help its “television” brands keep in step with these changes. The traditional approach to brand-building no longer applies as the world turns digital, and Media Prima understands this well, according to Khan.
CNN has parted ways with YouTube star Casey Neistat, signifying the end of a US$25 million partnership that was first announced in November 2016. Back then, the cable news network said it intended to form a new media brand together with Neistat after acquiring his social start-up Beme, in a bid to target Millennials.
Funded by CNN, the new media brand was intended to focus on timely and topical video content, with plans to launch in summer 2017. However, that did not happen and both Neistat and Beme co-founder Matt Hackett are now departing CNN. CNN Money reported that Beme will "no longer be a standalone business" and it will attempt to redeploy Beme's 22 employees to other positions within the company, although some individuals would be let go.
CNN also added that Beme's products and brand will live on at the cable news network. Neistat and Hackett launched Beme in 2015, enabling users to produce and upload quick, unedited videos.
In a YouTube video posted on his channel, Neistat confirmed the news that Beme will no longer operate as a standalone company and both he and Hackett are no longer employed by CNN. He added that the media side of Beme has been absorbed into CNN Digital Studios, and the tech side will be folded under CNN as well.
"It's easy to get sad and nostalgic about this because Beme has been my life for the last three plus years, and this is the end of the road for me. I am happy that Beme's going to live on with CNN. Working with cnn has been incredible," Neistat said in the video. He added that he will remain as executive producer of the Beme YouTube channel.
Meanwhile, in a 10-minute YouTube video that has since been deleted, Neistat revealed that he had struggled to work with the team at CNN and vice versa. When he was working with CNN to get the Beme media team up and running last year, Neistat said he was required to take on several roles at once, such as creative lead and manager of the team.
"It's not an environment that I was happy in. When I make stuff, I don't discuss it with people, I don't ask for permission, I don't ask for input, I just create. And via that process, I am able to make something and find something, and it works for me," Neistat said. However, he added that this process did not work at CNN as he had a team and he could not get used to working in that particular environment. As a result, Neistat eventually stepped out of his managerial role.
"The Beme media team functioned better in my absence [compared to] when I was there. By Fall 2017, I started to question my role there and the value that I am bringing to this company," Neistat said. He also said that while the entire Beme tech team will be offered a position with CNN, there will be layoffs within the media team, although majority of them will be moved to CNN Digital Studios.
In a statement to Marketing, Hedvig Lyche, founder and managing director at Core Agency Asia, said many of these acquisitions are an attempt to address an external trend and shift in audience consumption behaviour. However, without an internal strategy to match, these acquisitions are set to fail before they even begin.
While the idea of building out a broader and more dynamic platform to engage and capture a younger audience on the surface is a strategic move, the culture and the historical structure of the traditional publisher does not automatically give itself to effective integration of a new way of creating and delivering news. The mentality of the organisation and the role it plays in audiences' lives also need to shift, to give way for a new way of creating and distributing stories, she added.
"I don’t think CNN has done the necessary set-up and planning in-house to cater for this, nor fully understood the reason for his success to begin with. As a result, it became a sidekick tactic and not a strategy, making the experience less than seamless and less than optimal," Lyche said.
According to her, while the objective of capturing a younger audience is critical, it is more critical to understand how that audience is currently consuming news, what the traditional platforms role is and could be and where the sweet spot for integrating sits. She said
If the implementation strategy and purpose is not clearly defined and the role to play is not embedded properly, it loses credibility.
In the worst case scenario, an unclear implementation strategy can potentially dilute the role and clout of both brands. According to Lyche, CNN could have taken steps to build in Beme as a natural part of the brand and set a new agenda for the company through ways such as breaking down internal silos and creating a new integrated structure. However, Beme was tagged on to the existing setup and not built into a new structure or purpose.
"As with everything, big and small, you need a strategy that does not only address an external shift or trend, but that sets up the organisation and the structure in a way that makes it implementable, credible and relevant," she added.
Also weighing in on the conversation is CEO and editor-in-chief of Click2View Simon Kearney, who said the partnership probably failed because basing a digital media business on advertiser funding is increasingly becoming a non-viable business model. Kearney also said that the crossover between successful youth media brands and adult media consumption has not necessarily proved to be a guarantee of success in the past. Also, there is no reason why it necessarily should in a digital media world, regardless of the number of views the latest teen sensation gets.
Kearney also said that there was probably no cultural fit between Neistat and the CNN crew, since he went back to producing videos for his personal YouTube channel, which was what made him famous in the first place. "That's pretty telling if you become a stranger in your own company," Kearney said.
He said that CNN's objective could probably have been to attract the younger audience through digital channels and grow a future for themselves beyond cable. One way to achieve this is to look at how CNN fits into the online streaming space, and it has had success taking on Anthony Bourdain's show Parts Unknown, Kearney said.
"It certainly sounds like the experiment failed, although there is still some tech to be released I believe. Otherwise, certainly not a good fit for Neistat and his new employer," he added.
This year seems to be a good one for Singapore’s retail market as companies are seeing growth in the sector, according to a study by Links International.
The study said that the retail battle is raging in the Singapore market, with more organisations focused on their in-store customer experience, as well as extending their opening hours to drive revenue growth. The study added that companies are still setting up brick-and-mortar shops, which has led to the rebirth of many head of retail positions.
For example, Japan’s 24-hour store Donki launched its very first store in Singapore last December, and plans to open a second outlet in Tanjong Pagar in mid-June. Meanwhile, WHSmith will be opening a total of 10 travel-retail stores in Changi Airport across four terminals by March 2018. Global convenience store 7-Eleven also targets to open 80 new stores by the end of 2018.
As such, professionals with store design and unique customer experience expertise are in high demand. Singapore has launched a new skills framework programme for the retail sector with a total of 174 existing and emerging skills and competencies, such as data analytics, customer experience management and market research.
Meanwhile, the customer experience focus within brick-and-mortar stores has welcomed candidates from service employment backgrounds, such as food and beverage, hospitality and customer service.
After three weeks of silence, YouTube content creator Logan Paul has made a return to the video platform. This followed the suicide forest debacle which saw Paul landing himself in a major PR storm and getting pulled from the Google Preferred program.
In the new seven minute long video, Paul featured suicide survivors he met during his three-week reflection along with interviews with suicide prevention experts. It was also prefaced with Paul addressing his suicide forest scandal which prompted the creation of the video. Towards the end of the video, Paul pledged to donate US$1 million to the suicide prevention cause, the first US$250 million going to the National Suicide Prevention hotline.
At the time of writing, the video garnered 12,549,472 views, 1 million likes and 295,000 dislikes. A check by Marketing also found to be the seventh trending video on YouTube.
https://www.youtube.com/watch?v=oWjxSkJpxFU&t=71s
Responses to the video so far have been mixed. While some netizens lauded Paul for raising awareness and making a donation to the cause, others questioned his sincerity. Some netizens were also quick to observe that the video was a PR move in order to recover his brand image.
In addition, Paul was also criticised for not addressing the disrespect he showed towards Japanese culture during his visit to Tokyo in previous vlogs which are still available on his channel. In those vlogs, Paul was seen to be disruptive to the Japanese public, going as far as throwing plush Pokeballs at passerbys, including a local policeman.
Other netizens also condemned Paul for being one of the factors to YouTube’s recent move to tighten its video monetisation policies – a move which affected 5% of content creators on the platform. Previously, to qualify for YouTube’s partner program, channels only had to reach 10,000 total views to be eligible.
So I'm putting you on the spot @LoganPaul - if you are truly changing, then it should show in every video you make from here on out. It DOES NOT END with a well timed PR piece, where you wash your face and hands in slowmo, have a new haircut, and speak with a somber affectation.
Earlier this month, Paul landed himself in PR trouble when he uploaded a graphic video containing the body of a suicide victim, which was also included in the video's thumbnail. Following the move, YouTube condemned Paul’s actions, removed his channels from Google Preferred and from YouTube's Originals series which Paul was starring in.
Although Paul apologised for his actions, YouTube was also thrust into the spotlight for allowing the graphic video to appear on its top trending videos page and subsequently taken down for violating community guidelines. In the marketing landscape, the move also prompted conversations about brand safety and video monetisation.
Just six days after the debacle, YouTube revealed three new measures in a bid to tighten its control on how its videos are monetised on the platform. This included stricter criteria for monetisation on YouTube, more content vetting on its Google Preferred program and simpler and more transparent controls over ad placement.
Hong Kong’s retail sector continued to recover steadily in 2017. It is expected to improve further in 2018 on the back of a bullish economic outlook, both globally and in China, according to PwC.
Retail sales in Hong Kong for the first 11 months of 2017 increased 1.8% over the same period in 2016. Given the traditional shopping spree towards year-end, the full year increase could reach 3% year-on-year (HKSAR government retail sales figures will be released on 1 Feb).
Despite some store consolidation and a retreat from main street locations, luxury goods, especially jewellery and watches, was one of the best-performing sectors in 2017 and is expected to further recover in 2018, contributing to a further improvement in the overall retail sales in Hong Kong for this year and onwards.
Hong Kong’s retail sector could enjoy growth between 4% to 6% in 2018, which is equivalent to approximately HK$465 to 480 billion, with a positive outlook for the next five years.
“All time high stock and real estate markets, both local and global, have created a significant wealth effect, and much improved sentiment in consumption,” said Michael Cheng, Asia Pacific & Hong Kong/China consumer markets leader, PwC.
“In addition, tourist arrival numbers in Hong Kong, particularly from China, have been encouraging and recovering steadily in 2017 under the much better and stabler political and social environment. Combined with low jobless rate and a recent weakening US Dollar against major currencies, Hong Kong’s retail sector should be recovering well in the medium term and exceed the all-time high in 2013 within the next 5 years.”
However, the sector is still very much dependent on tourism – particularly from China. From January to November, Mainland Chinese tourist numbers increased 3.6% year-on-year, compared to 3.1% for all tourists.
Cheng added: “A balanced mix of global and Mainland visitors can boost domestic consumption and benefit the long-term development of Hong Kong’s retail sector.”
The Chinese government recently slashed tariffs on 187 imported consumer goods, including wines and spirits, pharmaceuticals, and food. While PwC believes this policy will strengthen domestic consumption in China, it also argues that it will have only a modest effect on Hong Kong retail.
“Hong Kong still enjoys the world’s freest economy, providing high quality goods under a well-established legal system that provides excellent consumer protection,” said PwC China tax partner Rebecca Wong.
“This encourages legal imports and reduces the attractiveness of purchases made through irregular channels, thus bringing long-term benefits to both Hong Kong and the Mainland retail sectors, as well as to promote consumption upgrade in the Mainland.”
For Hong Kong and even global retailers to win over the longer term, they need to be a game changer within their industry.
To conclude, Cheng said, “Retailers need to transform themselves: from being disrupted to be a disruptor. Embracing technology and data in order to provide unique customer experiences through diversified platforms and logistics networks are the keys to success.”
The latest admanGo report revealed that Expedia, Inc was the top advertiser group in 2017.
The quarterly report calculated the advertising spending based on the rate cards provided by media owners, and claimed to have taken into consideration the discount factor based on an assumption of 60% off the standard rate.
The numbers saw Expedia.com.hk spending most in advertising last year. It recorded a 150% YOY growth in mobile adspend, and its overall adspend accounted for 14% of the adspend in Travel Agents.
The mobile spend by Trivago, a subsidiary of Expedia, was 5 times greater than the previous year. Trivago was the top advertiser in travel guide, and its overall adspend accounted for 87% of the category. Apart from advertising in Mobile ads, Trivago also marked a 55% YOY increase in TV.
Kuoni Travel also strengthened its advertising via mobile ads and its spending in mobile ads was also 5 times more than the previous year.
On the other hand, GSK slipped from the number two spot from the last quarter to be the third biggest advertising group, while P&G climbed one spot to be the second.
Credits cards and jewellery/watches categories spent more on mobile
Banking and investment services continued to be the top industry with a 12% YOY growth in adspend. Its mobile adspend in 2017 marked a 193% YOY growth, and the mobile adspend in Credit Card saw a whopping 215% YOY increase.
HSBC Premier MasterCard was the top spender with a triple growth in adspend and accounted for 10% of the overall mobile adspend in the category, while MasterCard Credit Cards recorded a drastic boost in mobile adspend and ranked second. The Visa Platinum Card and Gold Visa Card by HSBC followed with a 159% and 239% YOY increase respectively.
There was a 179% YOY increase in mobile adspend by jewellery, watches & luxury products, and the top sub-categories watch & clock and jewellery saw a 112% and 304% YOY growth respectively.
Chanel widely employed the video ads on myTV SUPER, Viu and YouTube for advertising. Its mobile adspend was 1.5 times higher than last year and made the top advertiser in Watch & Clock. Cartier not only recorded a huge increase in mobile adspend in Watch & Clock as the second highest spender, but also in Jewellery as the top advertiser.
Adspend in mobile significantly increased in general
Although the local advertising spending in the first quarter of 2017 was only on par as the previous year, the 6% YOY growth in adspend in Q2 and Q3, and the 5% YOY increase in the last quarter, brought an overall 4% rise in adspend in 2017.
The adspend growth in 2017 was mainly contributed by the 1.5 times growth in mobile adspend, the 10% and 4% YOY increase in TVC and Outdoor ads.
Last year, advertisers also significantly increased their adspend in video ads, taking up a 40% share of the overall adspend in mobile. myTV SUPER, YouTube and Viu were the key platforms.
This year's report emphasises how the research company has expanded its coverage.
"As admanGo expanded its coverage in Google Ad Network(GDN) in 2017, GDN now accounts for 29% of total mobile adspend," the report read. "Although a remarkable 168% overall YOY increase in mobile adspend was recorded, if we exclude the newly covered GDN and other mobile apps in 2017, the actual growth in adspend for mobile ads is 61% compared to 2016."
Google will be releasing Chrome 64 this week, and will include improved pop-up blocking and the ability to mute entire websites that auto-play videos - essentially blocking auto-played videos for users who opt out. The feature will work similarly to the 'Mute tab' function currently built into Chrome, with users being able to simply right-click a tab and permanently mute an entire website.
This is part of Google's push to natively block ads that don't conform to certain standards set out by the Coalition for Better Ads. In a following update, "starting on February 15, in line with the Coalition's guidelines, Chrome will remove all ads from sites that have a “failing” status in the Ad Experience Report for more than 30 days. All of this information can be found in the Ad experience report help center, and our product forums are available to help address any questions or feedback," Google said.
Apple's Safari browser has already implemented the option to block auto-play videos across the board (albeit on an opt-in basis) and Firefox has hinted at implementing further measures as well, aside from the already sizable number of add-ons that can serve a similar purpose.
Changi Airport Group has appointed Ogilvy & Mather Singapore as the creative and digital agency of record for Changi Airport Group (CAG), but retained its social account with incumbent Goodstuph for another two years, with an option to extend for two. Goodstuph will continue to offer strategic counsel regarding social media marketing covering Facebook, Twitter and Instagram.
Meanwhile the new appointment of Ogilvy will see the agency handle strategic planning and creative services for CAG, which includes the implementation of brand and digital marketing campaigns, innovative promotional platforms and re-design of airport websites and digital assets.
Kelvin Ng, director of corporate and marketing communications, Changi Airport Group, said Ogilvy’s strong expertise and integration in the areas of creative, digital, customer experience and technology, coupled with its strategic approach was very compelling.
He added that the aim was to build on our track record of delivering “personalised, delightful, efficient and innovative experiences to travelers”. Moving forward, Ogilvy will also be tasked to conceptualise and execute integrated marketing and communications campaigns to launch Jewel Changi Airport, the highly-anticipated lifestyle destination situated in the heart of Singapore’s much celebrated Changi Airport which has been named Best Airport in the World by Skytrax for five consecutive years.
Meanwhile, Ivan Tan group senior VP, corporate and marketing communications, CAG, said in a statement to Marketing said, "Working alongside Goodstuph for the past two years has been a great experience for us. Client and agency have challenged each other and in the process, we have developed great work. I look forward to the partnership creating more 'wow' moments on Changi’s social accounts.”
Chris Riley, group chairman, Ogilvy & Mather Singapore said, “We are honored to embark on this innovation journey with Changi Airport Group. Our team of proud Singaporeans and residents are committed to bringing to life CAG’s bold and innovative vision as the world’s premier air hub.”
He added that the win affirms its steadfast belief in the value of a strategic brand leadership position and the importance of continuous innovation to make brands matter with audiences. The agency will also aim to help Changi enhance all aspects of the customer experience through a series of activations that will offer first-class experiences that delight and inspire travelers at the world’s best airport.”
Goodstuph founder Pat Law, said, "Once in a lifetime, if an agency is lucky enough, a unicorn of a client comes along and together magic awaits. Changi Airport remains one of our most precious accounts and we are most privileged to have the opportunity of working with the world’s best airport once more. We look forward in creating thoughtful creativity together with the brand in the near future.”
Meanwhile, CAG and J. Walter Thompson (JWT) Singapore previously worked with JWT for a period of five year. The highly sought after account saw JWT go against Ogilvy and BBDO in the final round. The pitch initially called in August last year, saw six agencies vying for the account. These agencies were JWT, BLK J, BBDO, Ogilvy & Mather, TBWA and TSLA. It was managed by consultants R3.
Aeon Co and honestbee have signed a Memorandum of Understanding (MoU) to form a business alliance, enabling both companies to develop new services that better match the rapidly changing demands of consumers. The partnership stems from the growing trend of online purchase pattern and a desire to innovate their offering to enhance value for Malaysians.
Aeon Malaysia declined to comment on the monetary value of the partnership.
As a pilot project of the collaboration, Aeon's Mid Valley store will initiate honestbee's personal shopper service. Customers who live within a 17 kilometre radius from the store will enjoy a minimum 1-hour delivery service for the purchase of listed grocery products.
“In order to enhance the value for our customers by moving towards an omni-channel retailer, we want to combine our strengths with honestbee’s expertise to digitalise our customer’s shopping experience," Shinobu Washizawa, managing director of Aeon Co, said. He added that Aeon will be closely monitoring customer feedback and demands, and will consider expanding the home delivery service within Malaysia and in terms of merchandise offering.
Last September, Aeon Malaysia announced plans to open more malls in West Malaysia within the next three years. Executive director Poh Ying Loo said the company will be investing over RM300 million to open a mall in Kuching in Q2 2018, but declined to reveal more details about the potential malls in Peninsular Malaysia.
This comes after the Malaysian retail market saw an improvement in consumer sentiments compared to 2016. According to Poh, Aeon remains optimistic about the country’s retail market amidst the demanding landscape since last year, as consumers have been spending carefully. He added that although there will be more players in the market in future, there should still be enough business opportunities for now.
Celcom Axiata and Malaysia Airlines (MAS) have struck a partnership that will see both companies gaining "significant benefits spanning multiple areas in the coming months," according to Celcom's spokesperson. The deal will include several benefits for customers of both companies, such as easier ways to earn and spend on MAS’ frequent flyer programme Enrich miles, flight discounts for all Celcom customers, and "attractive" roaming plans.
Celcom Axiata CEO Michael Kuehner (pictured third from right) said the partnership further pushes its effort to enhance digital devices and experiences for its customers as well as, employees of MAS.
Kuehner added that both Celcom and Enrich customers will soon be able to "enjoy an awesome experience of innovative digital offerings and rewards that will further ‘enrich’ their travelling lifestyles.”
Meanwhile, on the proposed merger between Telekom Malaysia (TM) and Axiata Group (which owns Celcom Axiata), Kuehner was reportedly saying it would “makes sense”, despite the final outcome will still be decided by the shareholders, Bernama reported.
Kuehner, who was speaking to reporters after signing the above the deal's Memorandum of Understanding (MoU) on behalf of Celcom Axiata with MAS CEO Izham Ismail (pictured third from right), indicated that both TM and Celcom are telco giants which "run extremely big networks" in Malaysia. Therefore, he said, these (networks) need to be maintained, adding he could foresee "a lot of synergy [that] could come out of a merger.”
The rumours about a possible merger between TM and Axiata surfaced since last year after both companies demerged in 2008. Banking on digital transformation, Axiata Group is also expected to invest US$6 million over these three years to expand on existing digital expertise.
MAS, on the other hand, has been aggressively trying to market and promote its frequent flyer programme, Enrich in recent months. In October last year, Enrich launched a ‘30 Days of Rewards’ campaign for its members, in celebration of its 30th anniversary. The month-long campaign, enabled Enrich members to earn up to six times miles with selected lifestyle partners.
On its latest deal with Celcom, Izham said the partnership will enable Enrich members to "reach rewards more quickly by providing new and innovative ways to earn and spend miles.”
Iflix has launched a new comedy series, Oi! Jaga Lambe, hosted by comedian and presenter, Ananda Omesh. The show also features talents such as Kemal Palevi, Mo Sidik, Sakdiyah Ma’ruf, and Wira Setianagara, who will tackle taboo subjects which are rarely joked about.
The new show will be available in Indonesia and will be promoted through a wide marketing mix spanning ATL, BTL and digital. This also includes roadshows in three major Indonesian cities, namely Jakarta, Bandung and Surabaya, radio talk shows, and influencer outreach. In addition, to promote the show, iflix has also partnered with Indonesia entertainment portal, KapanLagi Network to co-produce exclusive, behind-the-scenes coverage.
According to Mark Francis, iflix global director of original programming, the new show follows the success of Oi! Jaga Mulut in Malaysia and Hoy! Bibig Mo in the Philippines. He explained that delivering hyper local, high-impact content is at the crux of iflix’s original programming strategy.
“We’re excited to bring the same boundary-pushing, hilarious stand-up comedy concept to Indonesia and to establish iflix as the destination for the region’s most talented funnymen and women,” Francis added.
Grab has expanded its food delivery service, GrabFood, to three new Indonesia cities, Yogyakarta, Semarang and Palembang. This makes the service available in nine cities nationwide with over 30,000 merchants.
First launched in Jakarta in 2016, the service was available in Surabaya, Bandung, Bali, Makassar, and Medan last year. The service allows customers to track the driver-partners location and estimated time of arrival in real-time. It also contains a chat feature in a bid to enable a seamless communication experience between customer and driver-partner without leaving the Grab app or incurring mobile charges.
“GrabFood is a convenient and reliable way to get the food we love any time we want at the tap of a button. It also provides new economic opportunities for delivery partners and enables local restaurants to connect with more customers in the respective city,” Mediko Azwar, marketing director, Grab Indonesia, said.
Last year, Grab expanded to Ambon, making it its 100th city. Two months before that, the ride hailing service expanded to 75 cities in Indonesia. According to a press statement, the expansion is in line with Grab primary mission to make transportation accessible to everyone.
General insurer MSIG Holdings (Asia) has appointed M&C Saatchi Singapore as its creative agency. The objective of the appointment is to drive to drive MSIG’s brand presence and digital transformation across key markets. This includes Singapore, Malaysia, Indonesia, Vietnam, Thailand and Hong Kong.
In a press statement confirming the move, MSIG said that the agency was selected for its integrated capabilities including digital and social media. Moving forward, M&C Saatchi will work with MSIG to support new product launches and enhance its online communication channels. This is while ensuring regional consistency in brand and communications messaging.
The team has already launched MSIG UMax, a user-based motor insurance in Singapore, and revamped its online channels in some of the other markets.
“We are happy to partner with M&C Saatchi as they have shown a clear understanding of our business. We look forward to working closely together to bring the brand to the next level,” Rebecca Ang Lee, SVP, brand and communications and business excellence, MSIG Holdings (Asia) said.
“We look forward to partnering with MSIG on their brand building journey and launching many exciting initiatives in the region,” Tanuj Philip (pictured), founding partner and CEO of M&C Saatchi Singapore, said.
Creative agency 72andSunny has expanded its leadership presence in Singapore with new managing director, Lisi Davis, who joins 72andSunny Singapore’s current executive creative director, Johnny Tan and director of talent and operations, Chiew Ling Tan.
Davis joins from TBWA\Media Arts Lab Shanghai where she served as managing director, leading the Apple business in China for the last three years. Davis has also worked at Ogilvy & Mather as the North Asia regional business director for Dove China, BBDO Worldwide as a VP/account director on Henkel & Wrigley International and Leo Burnett Tokyo as VP/account director on P&G Beauty Care.
“As with the rest of our growing team, we feel with Davis we have found someone who has great global credentials, deep regional experience and sensibilities, and most importantly is just a nice and smart team player,” said Chris Kay, managing director and partner. “We can't wait to see the work that this mix will bring to Singapore and beyond.”
“I’m incredibly inspired by 72andSunny’s unique philosophy, progressive ways of working, and ability to impact culture,” said Davis. “ I'm so excited to be joining the 72andSunny team at this key moment as they continue to expand globally, and to be a part of bringing their vision to life in Asia."
Emirates is promoting travel on its Economy Class with a campaign focusing on an issue close to the hearts of all travellers - seat upgrades.
Conceptualised and produced by Emirates' in-house brand team and Y&R London, the campaign is anchored by a hero 30-second spot and supported by more than a dozen different vignettes. The campaign will be executed across social media, TV and digital channels across different markets for one year, including Singapore, Australia, New Zealand, North America and the UK.
The ads feature a series of characters who try to wrangle a seat upgrade at an unnamed airline's check-in counter. They focus on the various things travellers might say or do when they ask for an upgrade, from name-dropping and flattery to other creative endeavours such as hypnotism or buying flowers for the counter staff. Each spot ends with a traveller tip - Don’t upgrade your seat, upgrade your airline. Fly Emirates.
In a statement to Marketing, Emirates' spokesperson said that the campaign execution is a departure from typical airline advertising. Emirates has taken an unorthodox approach by producing ad spots that do not showcase the actual inflight product, and only reveal the brand at the end. The campaign also aims to offer a new and refreshing positioning to Emirates' Economy Class through humorous and engaging video content.
“In today’s environment where others are stripping amenities from their cabins and shrinking legroom, we believe travellers can relate to the desperate lengths that some people might go to, in order to get their seat upgraded. Our message is simple – why try so hard to upgrade your seat when you can fly Emirates instead?” Boutros Boutros, Emirates’ divisional SVP, corporate communications, marketing and brand, said.
