SpencerWong.jpgMcCann Hong Kong has undergone a name change and is now rebranded as McCann & Spencer, effective today. The move reflects the shareholding taken up by McCann Hong Kong's long time creative leader Spencer Wong.

Wong joined McCann Hong Kong in early 2006 as Executive Creative Director for Greater China, and was soon promoted to Managing Director Hong Kong.  With TH Peng's departure in 2012, Spencer succeeded as the CEO and Chief Creative Officer of McCann Hong Kong. Effective today, Wong will become CEO and Creative Chairman for McCann & Spencer.

Charles Cadell, President, McCann Worldgroup Asia Pacific; "Spencer has been a key driver in transforming the Hong Kong office to be recognised globally for its creative prowess. Spencer's reputation and connections also lends itself to attracting not only the best talent in Hong Kong, but Asia and beyond.

Screen Shot 2015-01-23 at 2.40.17 pm.jpgFunny US actress Mindy Kaling is the star in a new Super Bowl teaser for Nationwide Insurance via McKinney, where she starts to believe she's invisible.

Some of Kaling's writers from her show 'The Mindy Project' helped come up with ideas for the spot.

Thumbnail image for Screen shot 2011-09-29 at 10.37.15 AM.jpgAustralia: After more than 15 years Saatchi & Saatchi has once again opened an office in Melbourne, with founding client Bank of Melbourne, won in a pitch which included incumbent Ogilvy.

CB hears the Southbank office will soon have a staff of around 15 people headed by a management team expected to be announced in the coming weeks.

Saatchi Australia CEO Mike Rebelo (pictured), a previous MD of Saatchi & Saatchi Singapore, could not be contacted, believed to be currently overseas.

Bank of Melbourne is the sister brand of St George Bank, whose account  Saatchi & Saatchi Sydney won from Ogilvy, Sydney in February 2013.
Wrigley1.jpgWrigley2.jpgWrigley has launched a new campaign in Asia for Eclipse sugar-free mints. Created by DDB Group Guangzhou and DDB Sydney, the TVC centres on a young man making the best of unexpected and uncomfortable moments - including run-ins with a thug, street performers, gangsters and even a body bag.

Remaining consistent with Eclipse's brand story of seeing where 'hello' takes you, the TVC reinforces the notion that every new connection offers a potential opportunity.


Filmed specifically for Hong Kong and Taiwan, the TVC features a young man travelling through the back streets of a dangerous city and the predicaments he finds himself in. 'Hello' becomes his catch cry, and with a packet of Eclipse in his pocket, he enjoys the company of his new friends.
Screen Shot 2015-01-23 at 10.55.06 am.jpgGet ready for the most exciting, most jam-packed, most fiscally responsible big game Ad ever: Newcastle's Band of Brands.

Aubrey Plaza couldn't be more excited. Well, she could be, but she isn't. Droga5 New York continues with its plan to crowdfund a Super Bowl spot with a bunch of other brands. The message is - In exchange for a small contribution, any brand can join Newcastle's team and have its logo and messaging featured in an actual Big Game spot.


Andreas Christiadi moves to VML Qais Indonesia

AndreasChristiadi.jpgVML Qais Indonesia has hired Andreas Christiadi as Business Director. Christiadi joins VML from Systec Group, where he was the Managing Director of Talkmen.com, an Indonesian male lifestyle portal, as well as the Founder and CEO of Postaholics.com, a social media driven information portal. While managing the growth of Talkmen.com to become the country's leading men's lifestyle portal, he also led media partnerships for all of Systec Group's initiatives.
OneShowJudges1.jpgThe One Show call for entry deadline is approaching fast. This year Asia is represented by eight judges:

Valerie Cheng, CCO JWT / Singapore (Direct jury)
Hagan de Villiers, Regional Creative Director TBWAChiatDay / Singapore (Direct jury)
Prasoon Joshi, President South Asia McCann / Mumbai (Cross-Platform jury)
Yoshihiro Yagi, CD Dentsu / Tokyo (Design jury)
Sheena Jeng, Publicis China Chair and CCO Publicis / Shanghai (Direct jury)
Nadya Kirillova, Creative Director Dentsu Inc / Tokyo (Mobile jury)
Naoki Ito, CCO Party / Tokyo (Cross-Platform jury)
Ronald Ng, ex-CCO BBDO / Singapore - now CCO DigitasLBi North America (Direct jury)
17e81171-a00e-4110-845a-b3c94ea159f4.jpgWieden + Kennedy, Shanghai has released a new Nike 80 second tv spot

The spot 'Give Yourself To The Run' follows the motivations of a early morning runner in Shanghai. It was directed by Sean Kruck.


Grey beefs up shopper marketing + planning

Ayesha Pinto.jpgGrey's shopper marketing arm, Grey DPI, has appointed Ayesha Pinto as Regional Director, Strategic Planning, to drive more shopper insights and strategies into the shopper based design works.

Pinto (left)came on board this month and will report to Adeline Lee, CEO of Grey DPI. In her new role, she will leverage her extensive experience in shopper marketing and strategic planning to drive shopper-based design strategies for the Group.

Pinto comes with over 10 years of international experience across clients and agencies, having worked at organizations such as L'Oreal, APB and Fosters and with clients like Unilever, Nestlé, Mondelēz, Kimberly Clark and GSK amongst others. Categories she has worked on include; hair care, oral care, feminine care, food and nutrition, baby and child care, chocolates, biscuits, confectionary, alcoholic beverages and medical devices.

George Kovoor joins team at OgilvyOne Mumbai

George Kovoor.jpgOgilvyOne Worldwide India has lured George Kovoor from DigitasLBi as Senior Creative Director, OgilvyOne Mumbai. He will partner Senior Creative Director Burzin Mehta to lead digital creative for OgilvyOne, Mumbai.

Vikram Menon, President, OgilvyOne Worldwide, India: George Kovoor's experience, understanding of brands and his skill in digital story telling will make him a huge asset to the team.
Screen Shot 2015-01-23 at 8.03.28 am.jpgFebruary 14 is right around the corner, and in this online-exclusive video, the Angels would like to remind viewers that it's not Valentine's Day without Victoria's Secret.

And on February 1 Victoria's Secret will launch an all-new television commercial during the Super Bowl XLIX after the fourth quarter 2-minute warning.

Screen Shot 2015-01-23 at 7.46.08 am.jpgThe Brooklyn Brothers has teamed up with Comedy Central for Pepsi's "Hyped for Half-time" Super Bowl campaign.

The first spot promotes Craig Robinson and the Nasty Delicious as the headliners. Other spots show Katy Perry preparing for her show, country star Blake Shelton visits a few thousand military veterans and their families.

Epic_Meal_Time_1_1024x768.jpgNissan has today unveiled a unique marketing campaign via TBWA\Chiat\Day LA, as part of the company's run-up to advertising in Super Bowl XLIX, the first time the automaker has advertised during the big game in nearly two decades.

Unlike typical Super Bowl teaser campaigns, Nissan will not tease the actual game day spot prior to airing during the Super Bowl. Without revealing the game day commercial, Nissan's teaser activity will align with the overarching theme of the campaign, which celebrates the journey that not only dads - but also moms and children - face in trying to make family a priority while striving to balance work. The company will employ the #withdad ahead of the game day activity.

Pampers Long Vers-2.jpgSaatchi & Saatchi Singapore has released a new Pampers commercial.

Shot in Bangkok and Cape Town over three days, the essence of the film is it's authenticity - real mums, real dads and real babies. No actors, no performance, just real genuine emotion - all captured in locations ranging from hospitals, homes or wherever the true story of the peoples' lives were being told. Casting this many babies and pregnant mums from all different ethnicity's proved a massive feat. The spot was directed by Great Guns' Devon Dickson.

CB-ASIA-GRAB.jpgBESTADS-CB-RANK-JAN-23.jpgThe Campaign Brief App and Bestads App - the two most popular advertising Apps in the world - are both available for iPhones and Android phones.

The CB App is in the Top Business Apps Charts on iTunes in 10 countries (including Singapore, Malaysia, Japan, Australia, NZ and Thailand), while the Bestads App is in the Top Business Apps Chart in 50 countries (including Australia, NZ, UK, Germany, Canada, Ireland, Argentina, Brazil, South Africa and most Asian countries). The Campaign Brief App includes CB Asia, CB Australia and CB New Zealand all on the one app.

Human Traffic Sign_speed.jpgThe 2014 Longxi Creative Awards has officially come to an end. This year the LongXi judging panel journeyed to the exotic western region of Xuan Han, Dazhou of Sichuan Province. After two long days of judging and careful deliberations, the award results are out.

The Grand Prix goes to Lowe China for its Buick TVC and Paid Internet Film category entry under the Cars- single sub-category titled "Signs are there for a reason. Obey the rules." The winner won by an overwhelming vote majority amongst the judges.
Tomaz & Lisa.jpgThe Asia Pacific Effie Awards has announced the remaining 2 Heads of Jury who will be joining the Judging Committee for the 2015 Awards.

Tomaz Mok (left) is the Chairman of McCann Erickson China. Possibly the most loyal advertising veteran who serves one agency network over thirty years, Tomaz has held 3 roles across 3 regions, 7 cities and 7 offices, and worked on numerous world known brands of Automobile, Food & Beverage, Communications, IT / High Tech, Financial Institutes, Hotel / Airlines categories during his career.
TET.jpgCoke asked Phibious Vietnam and Yeti Films to create a cultural leadership film for TET - New Year in Vietnam.

For many people TET is the most expensive time of year. Nowadays people are opting out because they just can't afford to go home with the cost of travel, gifts and lucky money. In this short film, Coke simply asks what the real meaning of TET is - spending money on family or simply spending time with family.

DDB New Creatives Jan 2015.jpgAustralia: DDB Sydney's creative department has welcomed a number of impressive new additions over the past seven months as Toby Talbot, the agency's chief creative officer, looks to reform the creative offering from the prominent communications agency.
Talbot's mission, since joining the agency mid-last year, has been threefold: create a rich seam of tech prowess throughout the department, introduce a bench of creative partners to lead the creative charge and future proof the agency with talented junior teams.
Thao, Sumo, Lukasz.jpgLeo Burnett Vietnam has appointed Nguyen Thi Thao as head of integrated account management and Sumo Banerjee as strategic business lead. The appointments reinforce its commitment towards investing behind senior talents to drive competencies in integrated marketing and strategy.

Speaking about the appointments, Lukasz Roszczyc, managing director Leo Burnett Vietnam (pictured centre) said, "With the transformation of the communication landscape, new needs of our clients, as well as emerging opportunities driven by technology, we cannot afford to rest on our laurels. We are constantly on the lookout for talents to join our team to enhance our capabilities in driving growth for our clients' businesses. Both Thao and Sumo will tap into Leo Burnett's global capabilities in social, content, shopper, mobile, B2B and CRM to deliver the strongest integrated solutions in Vietnam market."
Regina Goh - BlisMedia.jpgAdvertising technology and data company BlisMedia has appointed Regina Goh as Managing Director of Asia. Goh's appointment is an important step in the company's Asia-focused growth strategy that will see its operations expanding into Indonesia, Philippines, Malaysia and Hong Kong in 2015.

Goh will oversee BlisMedia's entire Asian operations, and will focus on managing the company's expansion, as well as propelling the sales and operations teams towards continuous profitable growth, primarily in Southeast Asian markets.
UPGRADE.jpgEvery airline passenger hopes to get upgraded. To raise awareness of the launch of Air France's new Business cabins in Asia, Fred & Farid Shanghai created the first mobile game that allowed travellers to compete for an instant upgrade, just before boarding.

Firstly, the boarding gates of Changi Airport Singapore and Kansai Airport Osaka were transformed into gaming arenas. More than 400 passengers were invited to compete against each other during their 15 minute wait before boarding. At the end, the top scorers were instantly upgraded to the new Business cabin, while the runners-up won seats in Premium Economy. These were 15 minutes that changed the 12-hour long flight of the winners who had the pleasure of experiencing the comfort of Air France's new Business seats, after receiving their new boarding pass from the pilot himself.

Screen Shot 2015-01-22 at 10.04.52 am.jpgDove has launched a new Super Bowl spot celebrating men's #RealStrength via The Marketing Arm and produced by LA-based Stun Creative.

90% of men around the world say that their caring side is part of their masculinity and strength. Let's acknowledge the caring side of men and celebrate their #RealStrength as a true sign of masculinity.

BOLT.jpgWith the national launch of the much awaited hatchback from Tata Motors, the company has rolled out a unique digital campaign created by DigitasLBi India to create buzz for the all-new sporty Bolt. Designed to pan out like a reality show, four highly popular Twitter influencers - Abhishek Asthana (@GabbbarSingh), Apoorv Sood (@Trendulkar), Rahul Nanda (@RahulNanda86) and Ashwin Mushran (@AshwinMushran), have been appointed by Tata Motors for this innovative digital campaign.

Screen Shot 2015-01-23 at 7.55.01 am.jpgCarl's Jr. has launched its new Super Bowl commercial set to air at the big game on Feb 1 featuring swimsuit model Charlotte McKinney via 72andSunny.

Within the ad, which supports the launch of the All-Natural Burger, McKinney saunters through a bustling farmers market, seemingly naked and hidden by strategically placed produce. After a series of carefully-crafted shots with a variety of sensual fruits, McKinney comes to the center of the frame to reveal that there's nothing between her and her all-natural charbroiled burger. The spot nods to the classic scene in Austin Powers 2, where Mike Myers and Elizabeth Hurley cover themselves with everyday items.

Screen Shot 2015-01-22 at 8.19.11 am.jpgToday, Snickers, via BBDO New York has launched a 'very Brady' teaser as a way to whet viewers' appetite for the brand's upcoming Super Bowl ad.

A veteran of advertising on Super Bowl Sunday, Snickers has a rich history of ads going back to 2010, when the brand launched its award-winning "You're Not You When You're Hungry" campaign featuring Betty White.

The spot was voted the most popular in the game in YouTube's AdBlitz poll. Now, for the first time in brand history, Snickers is giving consumers the power to help reveal the full commercial prior to the game. If consumers generate 2.5 million social media engagements before kick-off on February 1, Snickers will release the full 30-second spot.

Screen Shot 2015-01-22 at 7.38.46 am.jpgTen agencies and one student representing nine countries have been selected Best of Show in the 2014 Mobius Awards international competition including Saatchi & Saatchi Services Hong Kong for Sung Hung Kai "Instant Newspaper Recycler" project done for Sung Hung Kai Properties, Hong Kong and Havas Worldwide India for "No Child Brides" created for Child Survival India, New Delhi.

The works ranged from a newspaper recycler that printed decorative wrapping paper from old newspapers to an airline-eBay campaign where travelers could exchange old household items for plane tickets.
Raymond Chin.jpgSapientNitro has hired Raymond Chin as Executive Creative Director for SapientNitro China.

He was previously Creative Director at Wieden + Kennedy Shanghai.
Reporting directly into SapientNitro's Chief Creative Officer for APAC, Andy Greenaway, Chin (pictured) will work across a variety of SapientNitro key clients and new business. His primary focus will be to drive creative excellence across all of SapientNitro's clients in China, as well as lead the team to shape and deliver work that breaks the boundaries between story and technology.
Digit and DM9 Group Photo[1].jpgDM9-Di9it Manila, the digital advertising outfit of DM9 JaymeSyfu, started 2015 in a big way by winning two pitches. While a lot of people were enjoying the holidays early in December, the agency was part of a 4-way pitch for the digital business of Century Tuna. The young digital creative shop came out on top closing the year with a huge win.

The agency couldn't afford to rest on their laurels though. Work continued well throughout the holidays as they prepared for another pitch for the social media business of BPI. The 5-way shootout ended in the first week of January with DM9-Di9it scooping the win to start 2015 with a big bang.
Omnicom.jpgA.S. Watson, the largest international health & beauty retailer in Asia and Europe (with over 11,000 stores operating 13 retail brands in 25 markets worldwide) has signed a contract extension with OMD and PHD in the Asia Pacific region.
Allergan.jpgLeo Burnett Group Singapore has been appointed by leading health care company Allergan to handle integrated communications for its medical aesthetics range in Asia Pacific. The appointment, which follows a competitive pitch involving three other agencies, will mark the first time Allergan has appointed a regional creative agency to handle its direct-to-consumers marketing for its medical aesthetics line in the region.
AMES 2015.jpgThe Asian Marketing Effectiveness & Strategy Awards and Conference will take place 3 June 2015 at the Grand Hyatt Singapore.

In response to the industry, the Awards are extended to include a full-day programme of inspirational content this year. Delegates can look forward to an outstanding world-class curriculum of seminars and workshops presented by leading industry figures from across the Asia Pacific region. Shortlisted entry case studies will be on show, offering unique insights into the world's most successful brands. The event also presents excellent networking opportunities for delegates with an intimate cocktail party held at the end of the Conference programme. Winners of the Asian Marketing Effectiveness & Strategy Awards 2015 are revealed and honoured at the prestigious Awards Ceremony in the evening.
Abbe_Hale BBDO.jpgBBDO has appointed Abbe Hale as Global Business Director across the network's Fonterra accounts and will be based in Singapore. She reports directly to Jean-Paul Burge, President BBDO Southeast Asia and CEO Singapore, and leads a team across all Asian markets.

Hale joins BBDO Singapore from the position of General Manager at Y&R Auckland where her position was to optimise client relationships and build and develop the account management department.
CWC.jpgOne of the biggest sporting events to ever grace the planet is just around the corner and the spotlight is back on tournament favourites India to repeat their magic this time as well. The tournament gets a lot of attention and is televised across the globe. With the growing use of internet and data in India, the challenge was to get as much attention for the tournament, online as compared to the live matches on television. Lowe Lintas has unveiled a new campaign with a core message for the young fans of India.

New Football.jpgDentsu and the East Asian Football Federation* (EAFF) have agreed to extend Dentsu's exclusive global marketing and media rights, including the Internet, for all the tournaments held by the EAFF from 2016 until 2021. In addition to the EAFF East Asian Cup and the EAFF Women's East Asian Cup, EAFF tournaments include all the qualifying tournaments and the U-18 Youth Tournaments.
Nicole+Purcell+6xGyn46RSAhm.jpgCLIO, the esteemed international advertising, design and communications competition, today announced the promotion of Nicole Purcell to president, marking the first time in a decade the role has been appointed.

Having led the rapidly expanding business and team for the previous four years, Purcell will continue to build CLIO's worldwide presence and programs.
DentsuTokyo_Honda.jpgThe Directory Big Won Rankings 2014 have just been released which reveal that Japanese powerhouse Dentsu Inc. Tokyo is the world's #1 ranked creative agency.

Making the Top 10 for the first time is Y&R Beijing with a ranking of #9 in the world.

BBDO Proximity Singapore comes in at #11 in the world. McCann Erickson Mumbai at #16 and Hakuhodo Tokyo and BBDO Proximity Malaysia are both ranked at =#17

Australia is ranked #5 most creative country in the world with Japan and India also making the Top 10 at #8 and #9 respectively. China comes in at #11 followed by New Zealand (#14), Malaysia (#15) and Singapore (#19).
Alfa.jpgArcade Indonesia is an agency of 50 people. This is hard to believe as the agency only opened it's doors twelve months ago in January 2014. Led by co-founders - CEO Gary Caulfield and ECD Alfa Aphrodita - Arcade Indonesia has been an outstanding success story in the Indonesian industry.  In this latest 'Newsmaker' column Campaign Brief Asia spoke to Aphrodita to find out more on their success.

Before co-founding Arcade Indonesia, Alfa Aphrodita held the roles of creative director at McCann Erickson Indonesia and creative group head at Ogilvy. Her creative achievements span the worlds of traditional advertising, digital media and content. Aphrodita started her career as a junior Art Director at Ogilvy & Mather Advertising Jakarta in 2001. Over the next 11 years she rose to creative group head before moving to McCann Indonesia as Creative Director. She left McCann after only a year, in November 2013, to put plans together to launch Arcade in the Indonesian market. The founding client of Arcade Indonesia was Unilever and within the first 3 months they were also appointed to launch the prestigious IKEA brand in the country.
Satbir Singh.jpgSatbir Singh has resigned from Havas Worldwide India where he was Managing Partner and chief creative officer, to join FCB Ulka.

He is taking up the vacant CCO role left vacant by KS Chakravarthy (Chax), who resigned in September last year. He will be based in Mumbai.

Singh (pictured left) has been with Havas Worlwide for over 9 years and previously had worked at both Ogilvy India and Leo Burnett India as a creative director.
2fcf128.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Xanthe Wells, chief creative officer and partner at Pitch in California.

Fave: Newcastle Band of Brands. Newcastle's subversive take on Big Game advertising just seems to get better every year. It's great when you can have one of the most talked about campaigns without even placing a buy during the game. I hope this project hits its crowdfunding goal because it's always great watching the master of sarcasm, Aubrey Plaza, do what she does best. READ MORE...




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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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