jwt-the-future-100-1-638.jpgJWT has released The Future 100, featuring original analysis and insights on 100 key trends and cultural shifts to watch in the year ahead.

Says Lucie Greene, worldwide director of JWTIntelligence: "It's never been more important for brands to understand change, where it's headed and what it means. The fast-paced digital world, instantly accessible information, globalization and social media have accelerated the pace of trends exponentially. Meanwhile, the speed of innovation is requiring brands to take both a short-term and a long-term view, planning strategies not just for the next year but the next 20."
Martell_Noblige_Jason Wu.jpgPernod Ricard's flagship brand, Martell Noblige has unveiled the latest limited edition bottle designed by acclaimed fashion designer Jason Wu. The 'Black Tie' contemporary design is infused with timeless codes of masculine style and elegance, with leather-like effects in deep black with touches of gold.

This latest piece of design is part of a long term campaign to build up the Dang Dai Ming Shi community, which is now in its forth year. TBWA\Shanghai and Martell Noblige have nurtured this platform as a means for modern Chinese gentlemen to gain inspiration and guidance on how to live with nobility and elegance.

Pernod Ricard China Senior Brand Manager, Abby Ge, commented: "Martell Noblige has been committed to advocating the elites to explore and pursue breakthroughs in their life. The limited edition by Jason Wu is going to stimulate the consumers' inner and outer elegance and invite them to join the movement to make elegance emerge everywhere and every day. We will continue to explore how a brand can embrace creative collaboration and influencer ability to gain followers, spread the word and advance this social change in China."
SyncDinner.jpgThis year, KDDI Corporation will open a special restaurant for one day only on Christmas Eve for people who are unable to get together on Christmas Eve - for example, couples that are separated by distance or those who are on business assignments away from their families.

Plans to create an experience of a futuristic restaurant service took shape from the company's idea to use communication technology to bring people's hearts closer together.

Shangra-la_2.jpgThe new Shangri-La Nanjing hotel, situated in the heart of Gulou District, is backed by social media campaign in China, designed and delivered by Ogilvy & Mather Hong Kong. The campaign 'A thousand and one reasons to love Nanjing' promotes the very best the city has to offer and marks the exciting hotel opening in one of China's ancient capital cities.

Ogilvy has recruited four local influencers from Nanjing to record their personal views on why they love the city on location. The public are then invited to film their own reasons for loving Nanjing by posting and sharing their videos on social media channels (Weibo and Meipai). The videos, celebrating different aspects of local history, food and culture, are being hosted on Shangri-La's Weibo minisite. To drive engagement, a lucky participant each week will also be selected by Shangri-La to win a grand prize for the most creative video.
KAN KHAJURA.jpgAfter 3 days of intense deliberations, gathering the Sports Marketing, Brand Culture, PR & Design Juries, the Cristal Festival has announced the winners of it's first categories.

PHD India has taken out one of the big awards of the Festival with a Grand Cristal award in the Brand Culture category. It was awarded for Best Corporate Campaign to the "Kaan Khajura Teshan" campaign for Hindustan Unilever. It also won a Cristal award in the Direct/Relationship Marketing Category. Kan Khajura Tesan literally translates to 'ear worm radio channel' in English. Kan Khajura Tesan aims to help HUL brands engage with low-income rural consumers in media dark areas. Kan Khajura Tesan is the first fully advertiser funded mobile based entertainment-on-demand initiative in India. The driving force behind this campaign is the fact that a large percentage of the consumer group for HUL brands are in media dark villages and cannot be reached via traditional media like TV, radio & print. In these rural areas access to TV and radio is limited and further constrained by poor availability of electricity.
Screen Shot 2014-12-17 at 6.26.14 am.jpgNew Zealand: Inspired by the season's spirit of gifting, Westpac has unveiled the Westpac Giving Tree in Takutai Square, Britomart; the first Christmas tree installation to be powered by public donations via DDB NZ and designed by Rawstorne studio.

The unique display has already dazzled thousands of Aucklanders, and will run until 21st December. It combines motion, sound and light whenever a contactless payment card is used to make a donation, with proceeds helping the For Everyone Foundation fund community-based projects throughout New Zealand in 2015.

Screen Shot 2014-12-16 at 9.58.36 am.jpgNew Zealand: SKY is taking its audience on another epic journey with the launch of a stunning new TVC, created by DDB and directed by Steve Ayson of the Sweet Shop.
The 60" spot first aired on Monday and follows an unassuming young hero as she explores the power of freedom in her own hands.

Screen Shot 2014-12-17 at 12.23.27 AM.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 Peter van Leeuwen, Creative Business Partner, ETCETERA/DDB, Amsterdam.

What strikes me with this category, is that there's nothing under a minute. It makes me wonder, could they tell the story in less time, would it be better if it was shorter or are these commercials good as they are? Not one winner that stands out really. Apart from Wild Aid 'Last Days Film'. It's different. Different enough to keep my attention. Even though it feels too long it's well executed. The web site connects nicely with the film. READ MORE...

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DailyEmail.jpgMake sure you don't miss any news on Campaign Brief Asia by getting the FREE daily news email.

Just put your email address in the "GET FREE DAILY NEWSLETTER - SUBSCRIBE FREE NOW" near the top right of the Campaign Brief Asia home page and each day you will receive one email around 1pm (Singapore time) highlighting all the days creative news and awards coverage. It's a simple 30 second process that will keep you in touch.
Titan_1.jpgOver the years, Titan Raga has carved out a special place for itself by celebrating feminine beauty and sensuality. The brand has showcased exquisite collections along with charming stories of the Raga woman. And these stories have served as markers in the journey of the Indian Woman from home and hearth to the outside world.

Publicis_Lou Dela Pena.jpgPublicis 133 LUX Singapore has been appointed the global social media agency by Accor for its Global Luxury and Upscale segment. Sofitel, Pullman and MGallery are among Accor's luxury brands that the agency will be managing from its Southeast Asia headquarters based in Singapore.

The announcement came just three months after Accor moved its Global Luxury and Upscale marketing operations from Paris to Singapore in a bid to grow its market share of luxury travel consumers in Asia Pacific. The global luxury market is valued at USD1.8 trillion. Asian consumers currently account for almost half of global luxury sales.

"We're very excited to be appointed by Accor," says Lou Dela Pena, CEO of Publicis Singapore (pictured). "Publicis 133 Lux has an immense heritage in luxury marketing. This, in addition to our understanding of the Asian market will allow us to help Accor in amplifying their digital footprint in the luxury space. Winning Accor's Global Luxury and Upscale digital marketing business is a fitting end to our year. We couldn't be prouder."

ABICI bikes give you choices

bike.jpgBiking is taking off among Chinese hipsters and expatriates in China in a big way. Apart from the fixed-gear trend, there is also a growing appreciation for luxury custom-made bicycles.

Civilization Shanghai created this spot for ABICI, a brand of handcrafted two-wheelers designed and produced in Viadana, Italy.


O&M absorbs FlamingoEDA to launch K1ND

K1ND.jpgOgilvy & Mather China has absorbed the Beijing-based FlamingoEDA, a brand innovation company versed in harnessing technology to connect products with consumers. Integrating with the newly opened K1ND (pronounced One Kind) office in Beijing, the FlamingoEDA team will work closely with Ogilvy & Mather Advertising to create innovative media channels and digital brand experiences.

"With this, we're building on our ability to combine creativity with technology," says Peony Wu, National Chief Digital Officer of Ogilvy & Mather and lead for K1ND in China. "Brands are realizing that their future requires a more connected, interactive world to enhance consumer experience, and FlamingoEDA will add to the ways we transform conventional products and experiences into extraordinary ones."

Fatherhood is a two-handed job says OPPO

OPPO.jpgOPPO smartphones is encouraging Vietnamese fathers to embrace fatherhood with both hands. The new 'Fatherhood' campaign which launched this month highlights the memorable father/child moments that are created when dads put their phones down, and spend more time engaged in activities with their kids.

The work created by BBDO Vietnam raises the issue that fathers are often too focused on their work and gadgets, and not on real-time experiences with their children.

Thumbnail image for DROGA-HALL-OF-FAME.jpgDroga5 New York - led by David Droga (pictured) has taken out its fifth US Agency of the Year title in eight years with AdWeek honoring the agency with its 2014 award.

The win comes on top of being awarded Campaign of the Year by Adweek and its client Under Armour taking out AdAge Marketer of the Year.

Droga is in Australia this week and will stay on to celebrate Christmas with his family.
Oishi.jpgTBWA\ Santiago Mangada Puno recently won the highest honour at this year's Boomerang Awards, the leading digital marketing competition in the Philippines.

The agency won Gold in the Food and Beverage category and 'Best in Creative Excellence' with Oishi's 'Unskippables' campaign.

Oishi 'Unskippables' effectively disrupted pre-roll ads on YouTube by launching five-second ads that would finish before the viewer could hit skip, and because the ads received no skips, YouTube's ranking system gave them more airtime, resulting in huge savings for the client.

Watch the Oishi 'Unskippables' case study here.

Expose yourself at the AdFest Production Hut

PRODUCTION HUT AND DIGITAL HUT.jpgAdFest will once again host the Production Hut and Digital Hut in 2015 - a platform created exclusively for production and digital companies to directly connect with the creative industry. .
"AdFest is considered the place to meet your target audience and make valuable connections. Its tropical location and passion for fostering communication within the industry provide all the ingredients for growing connections, using the Production or Digital Hut as a base to host meetings, distribute your showreel, or promote your parties," says Kem Suraphongchai, Festival Director at AdFest.
All production-related companies are eligible to exhibit at Production Hut, including production houses, animation companies, post-production, special effects, sound studios, stock photography and footage companies. The Digital Hut is open to all digital/interactive companies.
ADOT_1.jpgADOT_2.jpgTo raise awareness of the 93,000 homeless people all over the UK, Ogilvy & Mather Japan created for ADOT.COM an integrated social campaign, highlighting the fact that, today more than ever, homelessness is all around us but at the same time no one seems to see it.

Based on the insight that homeless people are becoming invisible on the streets of the UK, the campaign idea explores beautifully strange portraits of the homeless wrapped in Christmas lights. This is accompanied by a haunting interpretation of the legendary music track 'Creep' by Radiohead.

The spot has attention grabbing and poetically disruptive images that showcase this concerning issue in a completely different perspective.

BBDO_Spikes Network of the Year.jpgThe BBDO network has bounced back from last year's #3 placing in The Work 2013 to be the top performing network in Campaign Brief's The Work 2014. They notched up a total of 48 acceptances in The Work 2014 with their biggest performers being Clemenger BBDO Wellington (13 acceptances), Colenso BBDO Auckland (11), Clemenger BBDO Melbourne (7), BBDO Guerrero Philippines (6) and Clemenger BBDO Sydney (5).

Previously, BBDO had been The Work's top performing network in 2008, 2009, 2010 and equal #1 in 2011. (BBDO key regional executives are pictured above collecting the Spikes Asia Network of the Year title).

Last year's #1 network, Leo Burnett were placed second this year with 42 acceptances. Their top performing agencies were Leo Burnett Sydney (17), Leo Burnett Thailand (6) and Leo Burnett Melbourne (5).
LeoBurnettSydney_AofY.jpgFor the third year in a row Leo Burnett Sydney has taken out the "Agency of The Work" honour with the most number of acceptances in Campaign Brief's The Work 2014 annual.

Leo Burnett Sydney had 17 acceptances making them the clear #1 this year. Two New Zealand agencies placed second and third with Clemenger BBDO Wellington with 13 acceptances and Colenso BBDO Auckland were third with 11 acceptances. Leo Burnett Sydney also topped the past two years of The Work with 18 and 17 acceptances respectively. (Leo Burnett Sydney ECD Andy DiLallo is pictured above on stage in New York at LB's internal awards with Mark Tutssel and Jarek Ziebinski).

The highest ranked agency from Asia this year is Cheil Worldwide Korea with 8 acceptances.

Three Ogilvy offices - Ogilvy & Mather Hong Kong, Ogilvy & Mather Singapore, Ogilvy & Mather Mumbai - and Grey Group Singapore were the next best performing Asian-based agencies with 7 acceptances each.
img_0642-EDIT.jpgCB Asia Exclusive - Clemenger BBDO will close its Adelaide office and the majority of its staff and clients will move into local independent agency KWP.

Clemenger Group Chairman Robert Morgan said that whilst he was sad to see the Adelaide office close, he felt the acquisition by KWP represented the best outcome for his agency's staff and clients.

The new agency now combines the powerful resources of Adelaide's two leading ad agencies enabling it to further enhance its offering to existing and other South Australian based clients.

iProspect China appoints new CEO

sara si.jpgShanghai based iProspect China, part of Dentsu Aegis Network China, has appointed Sara Si as CEO. Si will be responsible for managing and developing a market leading search and performance practice and will also take an important role to drive the collaboration between iProspect and other Dentsu Aegis Network's brands. The appointment will take effect immediately, and Sara will report to Phil Teeman, Group Managing Director of Dentsu Aegis Network China.

Si (left) is one of the most experienced and cross-disciplined media talents in China with more than 20 years dedicated to the media industry. She started in media planning and afterwards took on multiple senior roles in media trading management,  business management and strategy, as well as major account management.
Nikon_JWT1.jpgTo highlight the professional-level video features of the new Nikon D750 DSLR FX camera, JWT Singapore has created "Breaking Free", an interactive online campaign that allows people to watch an elite group of Korean break dancers from nine different perspectives in a high-energy film shot with the D750 itself.

To demonstrate the D750's agility and superior imaging quality, JWT created a multi-camera video experience to air on YouTube.  Dutch film director Joris Bulstra used nine D750 cameras to shoot Morning of Owl, an award-winning South Korean breakdancing crew, from various angles, capturing different parts of the dance sequences.  Viewers can click on different camera icons on the video to watch the action from a different angle and perspective.

Screen shot 2011-11-04 at 9.25.36 AM.jpg

A joint initiative of Bestads and Campaign Brief, TheBestAdJobs.com offers recruiters and agencies a fantastic low rate of $50 per job listing.

Or if you place 10 or more jobs per month the rate drops to only $45 per job listing.

TheBestAdJobs.com benefits the global advertising community by providing visibility of open industry positions, via the international audience of bestadsontv.com and the Australasian audience of campaignbrief.com, campaignbrief.co.nz and campaignbriefasia.com.

New and featured jobs have visibility on the Bestads and Campaign Brief sites 24/7, reaching upwards of 300,000 unique visitors a month.


Coke-happy-xmas.jpgCoca-Cola South Pacific has launched its new 2014 Christmas campaign aiming to release the positive spirit of a Coca-Cola Christmas across Australia. To celebrate the festive season and reinforce the strong linkage of Coca-Cola and Christmas a three-prong campaign has been launched. This includes in-store, TVC and OOH/ Sampling activity with a multimillion dollar spend across a four week period.
A 30" and 60" traditional Coke Christmas TVC, a joint effort of Ogilvy Frankfurt, Berlin and London, will be on air during December featuring the stirring classic by Jimmy Durante ''Make Someone Happy". These 30" and 60" TVCs will be seen on both TV and Cinema in the lead up to Christmas in between family programming and Christmas movies.


Could a robot do your job?

ROBOT-JOB.jpgBy Simon Veksner,
creative director at DDB Sydney

We like to think that because advertising is a 'creative business'... we're immune from the march of automation.

But are we?

History would suggest the process is relentless. READ ON.....

Top spot: Harvey Nichols 'Could I be any clearer?'

Harvey Nichols.jpgSick of unwrapping socks from your nan? Fed up of receiving novelty Christmas onesies from Aunty Jo? If you're tired of rubbish Christmas gifts then you need a Harvey Nichols 'Could I Be Any Clearer?' Christmas card.

It's the best way to make sure you get exactly what you want. Whether you're hoping to unwrap a pair of Charlotte Olympia Octavia sandals or a Moncler jacket, simply visit http://bit.ly/CouldIBeAnyClearer, design your own personalised card, and drop your loved ones the ultimate hint.


Top doco: Skittles 'Man struck by a rainbow'

Skittles.jpgA documentary from BBDO Toronto about a guy who's been struck by a rainbow and is now covered with Skittles.

Warrior Princess2.jpgWieden+Kennedy Delhi has released a new Forest Essentials' "Warrior Princess" commercial directed by Carole Denis.

The spot depicts the perfect blend of beauty and power in a spot film that pays tribute to Mother Nature and the legacy of Ayurveda.


Cannes Lions names 2015 jury presidents

davidlubars-new.jpgCannes Lions, the International Festival of Creativity, has announced the presidents that will lead juries at the 2015 edition of the awards.

Says Lions Festivals' chairman, Terry Savage: "We have always selected the most awarded, respected global creative leaders to guide our juries. This year, it is particularly exciting to see so many women numbered among that elite group. We are looking forward to a time when there is true gender balance in the industry and this will be unremarkable, but in the meantime the female representation is something that we are passionate about."

The 2015 jury presidents are:

Branded Content & Entertainment Jury President
David Lubars (left), Chief Creative Officer, BBDO Worldwide, Chairman, North America

David has won over 90 Lions, 4 Emmys and over 100 One Show pencils.  Under his leadership, BBDO is among the most awarded agency networks in the world and is currently ranked #1 for creativity in The Gunn Report.
"To me, it's the most exciting part of Cannes Lions right now and maybe the most important.  All these different areas are smashing up against each other really fast; the category helps give context and horizon lines."
Shark.jpgWhen it comes to keeping your kitchen at its cleanest, is there anything more frustrating than trying to get rid of that greasy grimy buildup that is persistently trying to accumulate on your stovetop? Saatchi & Saatchi Fallon Tokyo personified that grease in the form of macho bodybuilders revelling in their oil, grinning up at you from the surface of your stove, as if mocking your efforts to wash them away.

To demonstrate the effectiveness of the high-temperature dry steam power of Shark the agency not only created the stovetop TVC, but also created a "tutorial video" that further demonstrates the power of Shark versus the greasy macho-men, this time with the help of a fire hose.

Thai Health.jpgIn 2006, 21 year-old Thai film student, Keng, finished his exams and was invited by friends to go to E-Saan Provence in Thailand to drink and party. Now he is paralyzed, after being tossed out of the back of a truck in a head-on collision, and his friends didn't fair any better.

NudeJEH, and director Basil Childers used this story as the basis for this PSA for the Thai Health Promotion Foundation.

Grand Prix.jpgAustralia: AJF Partnership's Brigitte Bayard and Pieter-Paul von Weiler have been awarded the Grand Prix at this year's APG Creative Strategy Awards for their work on the Australian National Preventive Health Agency campaign, 'How Suffering Made People Quit'.

The winning case - which also took out the Grand Effie at this year's dedicated effectiveness awards - also scored the pair Gold and the special prize for Best Insight/Input.
Pop Mie.jpgSeven Sunday Films' director Simont Phang's has just completed a new commercial for Pop Mie Noodles, via Leo Burnett Jakarta.

Shot in Jakarta Old Town, the commercial is a play on the Indonesian in-joke of describing unlikely occurrences as being "dari Hong Kong", or being "from Hong Kong", as that's generally considered to be too far away to have any influence on everyday life.


Wunderman Singapore adds new head of planning

Bea Atienza.jpgWunderman Singapore has appointed Bea Atienza as strategic planning director to handle both new businesses and the agency's existing roster. This includes clients such as Procter & Gamble and Microsoft, and will see Atienza focusing on the CRM, social, mobile and digital fields. She reports to Steven Power, Wunderman Singapore's general manager.

"Bea is a seasoned planner whose wealth of experience will be the perfect addition to our senior team," Power said. "She will work closely with our top leadership to bring an even tighter blend of creativity, data and strategy to our clients. The full Wunderman experience should be one that integrates all three for the best innovative solutions."

Leading a team of planners from Wunderman and AdPeople Singapore (a Wunderman network company), Atienza will be looking to develop thought leadership based on the agency's best work and also raise the profile of the strategic function through integration with the data and creative departments.

When the wood goes. Wildlife goes

Tiger.jpgWhen the wood goes. Wildlife goes. A print campaign for Sanctuary India, featured on BestAds,  and created by Ganesh Prasad Acharya and Kaushik Katty Roy that shows the shocking impact not looking after our environment.

Marian Salzman.jpgHavas is providing a preview of its forecast for the new year, "10 Trends for 2015," which debuts today. Most notably, while the report two years ago noted the coming rise in "co-" words (co-create, co-parent, copreneur), for 2015 Havas is calling out "self-" as the overriding idea.

Says Marian Salzman (left), CEO of Havas PR North America and an award-winning trendspotter, who authors the report: "We can't take much more turbulence, and maybe that's why despite craving the co-, we're all trying to save our individual selves. In a world of massive everything moving at warp speed, where individuals can easily feel overwhelmed and lost, focusing on what's small and local is a great strategy for finding a sense of self.
Screen Shot 2014-12-11 at 10.34.28 am.jpgThe 2015 International ANDY Awards' call for entries campaign, created by W+K under the leadership of 2015 ANDYs Chair Colleen DeCourcy, has launched. The deadline to submit entries is January 9, 2015.

For more than 50 years, the ANDYs have honored the brave process of creativity. As an industry, we can't solve clients' business problems or impact change by playing it safe; there are certainly no advertising awards for the mediocre. So this year, the ANDYs are using real-life examples of brave jobs (e.g. neurosurgeon, firefighter, astronaut, etc.) to remind the industry that we're in the business of marketing, not saving lives. The campaign aims to make bravery less daunting to the creative community and inspire agencies to submit their brave work.


Warc cuts 2015 adspend growth forecast to 4.8%

Warc-logo-625x350.jpgWarc, the marketing intelligence service, is expecting global advertising spend (based on 12 major markets) to increase by 4.8% at current prices in 2015, according to its latest International Ad Forecast. This is a downgrade of 0.5pp from its previous report in June. It follows expected growth of 5.5% in 2014.
If inflation is taken into account, global adspend in real terms is expected to rise by 2.4% next year, following growth of 3.1% this year.
SKII.jpgRevered Japanese dance troupe Enra has completed their first-ever commercial commission for luxury beauty brand SKII, via Leo Burnett Singapore.

Combining elements of dance, performance art, music, technology, light and music, 'Enra' is an entertainment unit, which provides the ultimate fusion of images and live performance.  Their mesmerizing videos include this recent performance art video "Pleiades".

This 3 minute online film for SKII's website was shot by Great Guns director Stuart Gilles over one day in Asia this summer in a Tokyo warehouse.





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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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