CHAIR.jpgAdhesives brand Fevicol India has rolled out a new witty TV commercial reflecting upon the current prevailing election environment in the country. Continuing its strategy to develop communication based on situations, the new TVC developed by Ogilvy & Mather rides on the ongoing election bandwagon subtly imbibing brand messaging in the script.

TVC still cut 1.jpgThese days the world is inundated with tons of technology. Lots of them are quite out-of-touch, just technology for technology's sake. Indeed, the world is increasingly flooded with jaw-dropping technology, and innovation needs to be re-defined to make it more meaningful. People have become 'immune' to innovation in peripheral features, and are more focusing on the basic features that matter to themselves such as camera, network speed, longer battery life and water/dust resistance.

ANIMAL.jpgAnimal is a young creative agency based in New Delhi, India. To kick off its journey, they decided to mess around a little with their own logo and bring it to life. They put out a call to artists to dedicate a piece of work to the animal they love the most. There was just one rule: all work had to build from the Animal logo. Graphic designers, sculptors, painters, illustrators, photographers, animators, even tattoo and street artists, took the Animal logo and went wild with it.


Fortune Indonesia shows that exams can be fun

FUN entry-1a.jpgSchool exams are a nightmare for all students. Penerbit Erlangga (Erlangga Publisher) has published exam books that contain exercise material for elementary school, junior high school and high school students. Using these Erlangga books students can learn and practise for exams and have some fun at the same time.

This print campaign from Fortune Indonesia promotes the book.

Credits - Creative Director: Dwi Jatmiko. Art Director: Erry Firmangus. Art Director: Aryo Dwi Priyanto. Copywriters: Indah Lestari, Hany Nurahmawati. Account Director: Aulia Ikhsan. Account Team: Diah Ayu Larasati.

BBDO Proximity Thailand shakes off stains

Fight spaghetti.jpgBBDO Proximity Thailand has released new print execution for Fight Ultimate Stain Remover.

Credits - Executive Creative Directors: Suthisak Sucharittanonta, Vasan Wangpaitoon. Art Director: Nares Limapornvanich. Copywriter: Chayamon Bunnag.

PHD Malaysia flies into Firefly's media account

FIA.jpgPHD Malaysia has won the media account for Firefly, a full-service, point-to-point carrier. Won after a competitive pitch involving several agencies, the appointment will see PHD Malaysia as the aor for Firefly in the markets of Malaysia, Singapore, Thailand and Indonesia. The scope of the account covers strategic media and communications planning and buying across all media platforms.

"PHD demonstrated a thorough understanding of our business objectives and clientele and coupled with the strength of their service offering and innovative thinking, we decided to appoint them as our media partner. We are enthusiastic and looking forward to working with PHD," said Rafizah Amran, Head of Marketing and Communications.
Indofood.jpgLeo Burnett Indonesia has been appointed by PT Indofood as its creative agency for Popmie and Chitato following two separate creative pitches. The agency saw off competition from JWT and Coleman Handoko for Popmie; as well as Hakuhodo, Lowe and Y&R for Chitato. JWT is the incumbent agency for both brands.

Y&R Philippines TVC promotes pro-life message

Pro-Life.jpgY&R Philippines is the creative agency behind a touching TVC which aired widely during the Easter Holy Week.

Produced for the Pro-Life Philippines Foundation, Inc., the 90-second ad asks people to think carefully before ending a pregnancy.

The TVC shows a young woman undergoing medical examinations, engaging in religious celebrations and then traditional local rituals in her desire to become pregnant, all to no avail. The closing line: "Some people would do anything to get what you've got right now."

woodygram.jpgR/GA Singapore has helped support iconic ice cream brand, Ben & Jerry's, celebrate its eighth Free Cone Day by developing a social media response lab that generated real-time, reactive social content during the day. As Ben and Jerry's official social media agency, R/GA Singapore worked with the brand to bring contextually relevant local content to consumers during the Free Cone Day - an event that saw almost 50,000 scoops of ice cream served up to loyal fans in Singapore.
Free Cone Day is a way for Ben and Jerry's to celebrate its anniversary with fans of the brand and say thanks for another year of support. Each year, each person who queues at selected participating Ben & Jerry's scoop shop gets one free scoop of ice cream. R/GA Singapore, the appointed social media agency for Ben and Jerry's earlier this year wanted to help make this event a much more social and digital occasion, and developed the social media response lab. The agency sifted through thousands of Instagram photos posted by the audience. Each hour the team selected a couple of the quirkiest photos and turned them into custom illustrations which were posted to the Ben & Jerry's Facebook page, as live content throughout the day.
WEF.jpgKentaro Ichiki, Hakuhodo Creative Director and Editor in Chief of "Kohkoku" Magazine published by Hakuhodo, has been selected as a 2014 Young Global Leader (YGL) by the World Economic Forum.

The Forum of Young Global Leaders is a community of next-generation global leaders selected and awarded each year for professional achievement, commitment to society, and potential to contribute to shaping the future of the world.
Joseph George.jpgIn a year that was relatively slow for the industry, Lowe Lintas and Partners India has announced that they registered over 100 business wins in the past 15 months. These wins have come across its 7 divisions and 9 offices in India.

Joseph George (Joe), Chief Executive Officer - Lowe Lintas and Partners (pictured) said, "2013 was the culmination of an aggressive 3 year new business plan that was put in place in early 2011; resulting in us, signing up upward of 300 new businesses in this period. Fantastic work leading to in-market success of our existing brands has played a disproportionate role in helping us earn the confidence of new clients. I have always believed that doing well on existing business is the best strategy to acquire new business"

Some of the clients acquired in this period include Hero Motocorp,, STAR TV, OLX, Heinz, Bharat Matrimony, Onida, Expedia, bookmyshow, Milma, Coir Board, Bharat Benz, Max Bupa, Finolex, Gyproc, Apollo Hospitals, Wockhardt, Bharat Forge, MCX, Heinz, Rajasthan Tourism, Nutricia, Mahanagar Gas, Dr. Reddy's Labs among many othes.
App icon on the play store.jpgGrey Group Singapore has developed two innovative mobile applications aimed at improving the quality of life of the deaf community. Developed with inputs and full support from the Singapore Association for the Deaf, the proprietary apps transform smart phones into intelligent devices that help the lives of the deaf and those hard-of-hearing easier and safer.
Although smart phones are fast becoming ubiquitous devices in the hearing world, the deaf community has limited use of them as a communications tool, relying more on text messages and over the top applications that deliver visual content.
This poses a challenge when there is difficulty for a caller to key in a text message, such as when the caller is driving or if the caller is a pre-school child. Say it With Signs helps address this challenge by processing audio messages during a phone call into digital hand signs displayed on the receiver's mobile phone. The receiver of the call, who is a deaf person, can easily view this sign language on their mobile phones and reply to the caller via a text message.
damon stapleton-web.jpgCB Asia can reveal that Saatchi & Saatchi Australia ECD Damon Stapleton, whose impending departure was announced yesterday, is set to take the chief creative officer role at DDB New Zealand - effective July 1 - filling the void left after the transfer of Andy Fackrell to the DDB regional role back in December last year.

Shane Bradnick, who joined DDB New Zealand from BMF Sydney in January 2013, retains his role as executive creative director.

Stapleton and Bradnick started their careers together in South Africa at TBWA\Gavin Reddy - Stapleton, who was born in Australia, was CD, while Bradnick, who was born in South Africa, was an art director (interestingly, joining from DDB South Africa).
b_henderson-large.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 Bruce Henderson, chief creative officer, Geometry Global, North America, based in New York. Henderson chooses The Akanksha Foundation 'Message Barter' via Ogilvy & Mather India as the top interactive campaign of the week....

Winner: Cardstore: The World's Toughest Job. Numerous people (both in and out of the business) forwarded this to me last week and posted it to social media, which I think is indicative of the effect it had on popular culture. It's a really good idea, and a very poignant way to bring the difficulty and value of the job that mothers do to life. It's also a sweet and touching way to bring attention to the Mother's Day holiday. READ ON...
SMITHSONIAN-1.jpgSMITHSONIAN-2.jpgDDB Worldwide and The Smithsonian's National Zoological Park and Conservation Biology Institute announced today, on Earth Day 2014, the launch of the Endangered Song Project, an analog-meets-digital awareness campaign that calls upon 400 participants to use their social media strength to spread the message that there are only 400 Sumatran tigers left in the wild.

The National Zoo and DDB's New York office partnered with Atlantic Records indie rock band Portugal. The Man to distribute a previously unreleased song titled 'Sumatran Tiger.' The song was lathe-cut onto 400 custom polycarbonate records designed to degrade after a certain amount of plays. With no other copies in existence, the 400 participants are tasked with digitizing and sharing the song through their social channels with the hashtag #EndangeredSong. Breeding the song socially will help save it from extinction, thus raising awareness about the critically endangered Sumatran tigers and need for conservation efforts.

RajDeepak Das 2.jpgRajDeepak Das has been named the chief creative officer of Leo Burnett India. In his new role as CCO for the India operations across Mumbai, New Delhi, Bangalore and Chennai Das will be based in Mumbai and will work closely with Saurabh Varma the chief executive officer of Leo Burnett Group India. He replaces KV Sridhar (aka Pops), one of the legends of Indian advertising, who announced his departure from the network last week after 17 years.

Das (left)  has had a long run at BBDO across offices in Asia. Five and half years ago he moved to India, as the country's youngest Executive Creative Director to start BBDO in Mumbai. Under his leadership, in the first three years BBDO Mumbai moved from working out of coffee shops, became one of the top 10 most creative agencies in the region.

Top spot: Awkward family moments around HBO

HBO.jpgSS+K, New York has launched these spots for HBO. Fantastic stories of family life with two young adolescent children and their HBO programs.

Watching TV with your parents during a sex scene in "Girls" = painful. Watching TV with your parents while they ask constant questions about who's who in "Game of Thrones" = excruciating. 

HairTag.jpgFor woman, losing hair is like losing their femininity. In Thailand hair donations for wigs are in low supply, and the wigs available are typically too expensive for the average patient to afford.

The Lounge Hair Salon wanted to help. Every year they support patients by receiving and transferring donated hair to them, and this year they wanted to find a way to empower people to feel that they can make a difference and increase the number of donations to help cancer patients.
McDonaldsChina.jpgTBWA\Shanghai has launched a new brand campaign for McDonald's in the China market. The campaign, "It's Good to Get Together", focuses on the importance of human connection in a rapidly changing modern Chinese society, highlighting the real value of spending time together.

The campaign launched with three consecutive 60-second television spots on CCTV. The three films each feature an insight into modern China, connected to major social trends: migration, the price of our children's future and the anxiety of achievement.

lialogo.jpgJimmySmith.jpgThe 29th LIA Awards is now open for entries. Do you have work that you are proud to have in The LIA Book? This is your chance to have the world's top creative minds see, critique and honour your creativity. About 100 top and talented creative people from all over the globe will convene in Las Vegas to judge LIA's 29th competitions.
This year, LIA has added an additional medium to the competition - Branded Entertainment. Under the Branded Entertainment umbrella, judges will award creative solutions that is funded by and complementary to a brand's marketing strategy. This means the work must bear the brand's personality, positioning and marketing objectives. The idea can encompass any piece of content, scripted or unscripted, a comedy or drama as a single submission or a series. It can also take any form, be it film, television, live event, gaming, or music video. One of the main criteria is that it must be entertaining and engaging.
Dentsu.jpgDentsu Inc. Tokyo has been named Design Firm of the Year, for the second consecutive year, at the Art Directors Club (ADC) 93rd Annual Awards held from April 7 to 9 in Miami Beach, USA

Dentsu also garnered one Gold Cube (in Interactive); four Silver Cubes (two in Design, one in Illustration and one in Advertising); and four Bronze Cubes (two in Design and two in Interactive). The ADC honors winners in seven categories: Design, Photography, Illustration, Print Advertising, Advertising, Interactive and Motion.

BPI's social media duties to Leo Burnett Manila

BPI.jpgBank of the Philippine Islands (BPI), the forerunner in the use of social media in Philippine banking, has appointed Leo Burnett Manila/Arc Worldwide Manila as its Social Media Agency-of-Record following a seven-way pitch.

The assignment spans across the different product segments of BPI. This is the first time that BPI has consolidated their entire social media assignment in one agency. The bank had different agencies handling specific products/segments before.
damon stapleton-web.jpgAustralia: Saatchi & Saatchi, Sydney ECD Damon Stapleton, who joined the agency from TBWA\Hunt\ Lascaris, Johannesburg in January 2012, has resigned and will be leaving the agency in June to pursue new opportunities overseas.

Saatchi's CEO Michael Rebelo (who previously was MD of the Singapore office) paid tribute to Stapleton, describing him as a great creative leader, one of the funniest and nicest guys in the business who will be missed by all: "On behalf of the whole George Street team, we wish Damon and his family all the very best as they embark on a new adventure.
Mumbai3.jpgTaproot India has won the 2013 Grand CUP at the 7th Intercontinental Advertising Cup Awards in Belgrade on 17th April 2014 for its powerful 'I am Mumbai' campaign.

THE CUP celebrates ideas infused with local culture in opposition to the tsunami of faceless global communications. Only the 2013 finalists & winners from AdFest, ADC*E, Golden Drum, and FIAP are eligible to enter into THE CUP, where they are judged by an international jury.  

AdFest winners won 10 CUPs between them:
Keat Soh.jpgDentsu Indonesia has made several senior appointments with Keat Soh, Bobby Arthawan and Kenji Nogami joining this month.

Soh (pictured left), a highly awarded creative with 20 years of experience across Asia-Pacific, joins as Executive Creative Director. He has spent the last seven years in Hong Kong, China, and Indonesia, and last was Executive Creative Director at iris Worldwide where he led creative strategy for clients such as Diageo, Levis, Sony Mobile, and XL Telco.

Arthawan (pictured below left) is an industry leader with over 17 years experience. He takes up the President Director role and was most recently the Chief Executive at GOMOBILE where he helped launch the country's first independent mobile advertising platform.
Dentsu veteran Kenji Nogami (pictured below right) also moved this month from Singapore to take up the position of Technical Advisor at Dentsu Indonesia. With experience working across Dentsu offices in Japan, India, and Singapore, Nogami has been responsible for handling a number of regional accounts during his 20 years at the company. He was also responsible for managing Dentsu's internal regional training program, the Dentsu Network Innovation College.
Graham Fink.jpgOgilvy & Mather China will once again be the official City Host for the 2014 Portfolio Night in Beijing and Shanghai.

Taking place simultaneously in all participating cities worldwide on May 21, Portfolio Night has begun its official recruitment of up-and-coming advertising creative talent in China, including designers, copywriters, technologists, illustrators and more.

Portfolio Night is a high-energy evening of networking, talent-spotting, counseling and recruiting. O&M will bring together up to 40 top creative directors in Beijing and Shanghai to provide young talent with the opportunity to learn from the best. Paid internships and potential job opportunities will be offered to candidates who showcase the most impressive creative portfolios. Participating creative directors will also get a chance to mentor and give back to the advertising industry.
Phil_McDonald.jpgY&R Group Australia's retail marketing agency, IdeaWorks has been on the hunt for growth and talent and it has found both in Asia. In a competitive pitch, the specialist agency has just won a major brand experience project for Courts, a Singapore-based electrical retailer and has also appointed Christopher Lyons, former chief retail and shopper marketing officer for Leo Burnett Tokyo, as managing director of its Sydney office.
LAC TAUT.jpgRazorfish Singapore has been appointed to lead the digital strategy for beauty and health brand LAC Taut. LAC Taut was born in the heart of Asia, booming to sell more than 10 million bottles of premium collagen worldwide since launch, and now features a complete collagen product portfolio.

Razorfish Singapore is tasked to evaluate and refocus LAC Taut's marketing efforts towards more effective digital experiences and re-engage younger audiences. 

Razorfish will conduct a digital audit, identifying focus areas, evaluating the business and digital landscape surrounding the brand in Singapore.

Spikes Asia opens for delegate registration

SpikesLogo.jpgThe Spikes Asia Festival of Creativity has officially opened for delegate registration. This year sees a new format for the Festival as it grows from a 3-day to a 4-day event and moves to take place in the week following the Formula 1 Grand Prix, from 23-26 September in Singapore.

Spikes Asia will encompass seminars and forums, exhibitions of work, dedicated networking events and an awards ceremony which will bring the event to a close.

Red Comm Indonesia wins Milo digital pitch

milo_mug.jpgAfter a competitive pitch that involved four large digital agencies in Indonesia, Red Comm Indonesia has been appointed as the digital agency for Milo by Nestle Indonesia. The other pitch participants were OgilvyOne, XM Gravity and Wundermann.

Red Comm will handle Milo's holistic digital campaign and initiatives, including social media and digital assets production.

"The iconic sport image of Milo is a powerful representation of what the product and brand stands for," said Red Comm CEO Damon Hakim. "There are so many things that sport can teach us which makes Milo, aside of being a product that provides the energy to win, is also a brand that believes in all the good philosophies of sport. This becomes the foundation of the campaign and exciting things will be rolled out this year from Milo digital initiatives."
Screen Shot 2014-04-22 at 7.57.12 am.jpgYou...Be the Judge is now open for voting. It's time for you to show your judging prowess as you take a virtual seat on the New York Festivals executive jury panel and review the best shortlisted advertising campaigns from this past year.


Simon Veksner: Is PR the new scam?

Screen+Shot+2014-04-20+at+10.27.04+pm.jpgBy Simon Veksner, Creative Director, DDB Sydney

Answer: no, it's not.

Consider two new campaigns that were released last week.
On the left, a print/outdoor piece for highlighter pens(!) With apologies to those involved... this feels terribly old-fashioned to me.

But the MJ Bale work, on the right, which put a paywave chip in the arm of a suit, is a totally different beast. READ ON...
O&M India.jpgIn India what do you do when you don't have money for advertising? You 'force' celebrities to campaign for you! Akanksha, an NGO, runs schools for underprivileged children and needed teachers. Ogilvy & Mather Mumbai tried an experiment called 'Message Barter' - with school children spreading a message for India's biggest celebrities and in return, they asked them to spread a message for Akanksha.


Bugs are tough, but ARS is tougher

Insects.jpgARS is tougher than mosquitos, cockroaches and termites says Dentsu Plus, Bangkok.

Manish.jpgScarecrow Communications, Mumbai has won the 'Agency of the Year' award at the Mirchi Kaan Indian radio awards. The awards is organised by the Radio Mirchi FM Network (part of The Times Group) and is India's only exclusive platform that lauds the best in radio advertising.

Scarecrow were awarded a total of 6 awards, including 5 Gold, 1 Bronze plus the Best of Year Crystal Award for a radio spot titled 'Pinkesh', for Nitco Campaign. This spot also won the Client's critic award.

JWT Mumbai also performed well with 2 gold, 2 silver and 3 bronze awards. Linen (part of Lintas) scored 11 awards, including 4 silver and 7 bronze.

WaterisLife.jpgACT Responsible (with the cooperation of The Gunn Report) has launched The Good Report, an annual celebration of innovative and valuable advertising campaigns for Good Causes.

The highest ranking campaign is #FirstWorldProblems for WATERisLIFE by DDB New York. From Asia Ogilvy & Mather Thailand's "Smoking Kid" for Thai Health Promotion Foundation is ranked highest at #5. Gabriela's "Bury the Past Project" by DM9 JaymeSyfu, Philippines is ranked at #11; "Fan Corals" for WWF International by BBDO Guerrero Philippines in ranked #21; and DDB Singapore's "My Third Eye" for Starhub Singapore Society of Visually Handicapped comes in at #21.

Ogilvy & Mather Thailand, at #11 was the only agency to make the Top 20 Agencies for Good in 2013.

DDB Group Shanghai adds three to PepsiCo team

DDB Shanghai.jpgDDB Group Shanghai is further strengthening its PepsiCo team with a series of recent hires.

Joining DDB are Li Zheng (on left), as Group Creative Director. He is a well-awarded creative veteran with almost two decades of experience in the industry and formerly from Havas Shanghai as Creative Partner. He will work alongside Chief Creative Officer, Tim Cheng.

DDB also added a full team of client service talents and most recently, with the addition of Yuwei Chang (center), who joins DDB as Senior Account Director.  She is an accomplished marketing professional having worked in a top agency in Beijing managing a global account. Her diverse experience also included working on start-up environments, establishing office in the US as well as client role at L'Oreal Taiwan.
MINI-Malaysia.jpgIn conjunction with the launch of the New 2014 MINI (F56) cars, MINI Malaysia celebrates the uprated power and legendary go-kart agility of its new models in an action-packed online video that pits man against MINI. Conceptualised by Saatchi & Saatchi Arachnid, the web video nudges MINI towards an edgier, performance-oriented demeanor.
In a first for the automotive brand, the MINI Cooper F56 competes against four extreme stuntmen in a battle waged on land, water and air. Each stunt person performs a range of tricks and maneuvers with the MINI matching their skill on the road.

JimMoffatt_RGA.jpgJim Moffatt is returning to R/GA as EVP, Asia Pacific after a year-long sabbatical.

Moffatt (pictured) will leverage the experience of his successful six year tenure as Managing Director of R/GA London to expand the Agency's presence in the Asia Pacific region, as well as lead the existing R/GA offices in Singapore and Sydney. He will report to Bob Greenberg, Founder, Chairman, and CEO of R/GA.
In this newly created role, Moffatt will be responsible for managing existing offices as well as opening up new offices to support clients' needs in the region; strengthening existing client relationships, driving new business and championing the R/GA model across APAC. During his tenure as Managing Director of R/GA London, he grew the office from one anchor client with 20 employees to the office it is today with more than 150 employees and an ever-expanding roster of clients. Moffatt led the relationship across all client business including Nokia, Nike, Unilever, O2, Getty Images, Aston Martin, Beats by Dre and MasterCard at local, regional or global levels.

"Pops" to depart Leo Burnett India after 17 years

KV Sridhar.jpgThe Chief Creative Officer of Leo Burnett India and Subcontinent KV Sridhar is to leave the network. "Pops" as he is known to friends and the industry will leave the agency on May 4th.

Following 17 years of service with Leo Burnett and over 30 years of working in advertising, he has decided to take the leap to reinvent himself and pursue other interests.

Sridhar (left) started as a Bollywood film billboard painter and became the chief creative officer India Sub Continent of Leo Burnett.

Over the years, he helped the agency gain recognition at international awards shows including Cannes Lions, New York Festival, and local Indian awards.

Under his creative leadership, Leo Burnett India went on to win agency of the year in the Leo Burnett global network, twice. He also led the agency to be ranked by Creativity magazine to be among the top 20 creative agencies in the world. Sridhar has also represented the agency on many Indian & International award juries.




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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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