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.
Profile_Picture.jpgAustralia: DDB Sydney has announced the appointment of Samuel Payne as planning director to the growing DDB Sydney strategy department.
Payne joins DDB Sydney after four years with creative agency Mother where he spent three years in the UK office working on clients Intel, Acer, Amnesty International, UKTV, Unilever and Aria. Payne then re-located to China to strategically lead Intel and Acer as well as growing Mother's presence in the Asia market.

Payne commenced his career as a graduate with DDB London where he spent the first four years of his career establishing a solid foundation in planning working on clients including Financial Times, Tropicana, COI and Diageo.
Cuba.jpgWith the launch of Café Cuba last year, Parle Agro set the stage for a revolution in the Indian beverage market. This test launch gave India its first Carbonated Coffee Soft drink. Taking this revolution one step further, this summer, Parle Agro is all set for a national launch, accompanied with a pan-India marketing and brand communication campaign introducing 'The Coffee Revolution'.


2014 HK4As Effie Awards entry closes 29 April

HK Effie.jpgThe HK4As (The Association of Accredited Advertising Agencies of Hong Kong) will present the International Effie Awards again, now into its 11th year in Hong Kong in 2014.
This year, under the global theme "Because Effectiveness Is Worth Celebrating", the HK Effie Awards continues to recognize outstanding campaigns which have been brilliantly executed and proven results in meeting challenging strategic objectives. 

Entry closes on 29 April 2014,  judging takes place on 14 May, with the official announcement of the winners at a Presentation Gala on 6 June.
ChrisTung.jpgAfter two rounds of intensive pitching, VML IM2.0 Shanghai has been awarded the Johnnie Walker account, responsible for all its interactive marketing efforts.

Diageo's Scotch whisky brand Johnnie Walker selected VML IM2.0 to be its new partner with the intention to integrate and optimise all media platforms (including paid/owned/earned) to adapt to the fast-changing mobile marketing arena.

Commenting on the win, VML IM2.0's Chief Executive Officer Chris Tung said, "It's exciting to be partnering with yet another iconic brand, Johnnie Walker whisky, and taking its interactive marketing efforts to the next level. By developing its mobile marketing capabilities, Johnnie Walker hopes to synergise its online and offline resources, and break the barrier between traditional CRM and Social CRM. We look forward to helping them do just that."

Dentsu Singapore wins Land Transport Authority

RosalynnTay_CEO_DSingapore.jpgDentsu Singapore has been appointed by the Land Transport Authority of Singapore, the government body responsible for managing land transport infrastructure in the nation, to launch a public education campaign encouraging graciousness amongst commuters taking public transport.

The campaign will be a part of the authority's Graciousness on Public Transport programme which enters its fifth year in 2014. Dentsu Singapore was awarded the project following a four-way pitch in December 2013. Commencing in June 2014, the six-month project is Dentsu Singapore's second campaign with the Land Transport Authority.

Rosalynn Tay, (pictured) who is nearly a year into her role as the Chief Executive Officer of Dentsu Singapore, commented, "Without tooting our own horn, I must say that it's great to see the team coming out on top in such hotly-contested pitches. We welcome this opportunity to extend our relationship with the Land Transport Authority of Singapore and to participate in encouraging more gracious behaviour on our trains and buses."

Amita Karwal joins DDB MudraMax Media Mumbai

AmitaKarwal.jpgDDB MudraMax Media has appointed Amita Karwal as Executive Vice President to head its North and East Operations. Karwal was last with Samsung where she led their media marketing function.

Karwal, (pictured) with over 2 decades of diverse experience across media marketing functions and allied areas, has worked with blue chip organizations including Reckitt Benckiser where she not only led the Media Marketing division but also represented South West Asia at Global media forums. On the agency side, Karwal has worked with Lintas, Zenith Optimedia (ZO) and Ogilvy on brands such as HP, Gillette, Wrigley's (Joyco), Modi Xerox to name a few.

In an allied area, she has also had a couple of years of experience in Media Auditing with Spatial Access and the Global agency R3 where she set up the first-of-its-kind Auditing practice in Delhi, and also launched the first Agency Image study in India.
Blender.jpgYoung Directors Awards is calling out to all new directors who want global fame to submit their work.

If only we had more time and more budget is the cry that goes up from nearly every director. So for all of you who need just a bit more time to send in your brilliant work we have extended our deadline for entries to May 5th.

Directors' entries films will be shown to a multitude of international judges from the production and creative industries will draw up a shortlist after much debating and viewing. Also, one of the most celebrated directors Martin Werner will be joining the YDA judging panel this year in Cannes.

If directors' work is shortlisted it will be shown on the big screen at the YDA Show to an audience of hundreds of producers and creatives madly eager to snap up new talents on Thursday, June 19th at JW Marriott Theatre, Cannes at 17.00

To enter or for more details, visit the website: www.youngdirectoraward.com or contact Soraya via email here.
Screen Shot 2014-04-16 at 8.46.15 am.jpgAustralia: In a wearable technology first by Whybin\TBWA Sydney and Eleven PR, tailor M.J. Bale has partnered with Heritage Bank and Visa, to create a suit with a contactless payment chip and antenna fused into the sleeve, giving men the ability to pay for anything with the effortless swagger of a celebrity, tycoon or double agent.

Wrangler_SunChaserKey.jpgLive across 9 countries in the APAC region, the "Wrangler Sun Chaser Challenge" is a month long competition that aims to rally true adventurers and lure them out on the open road - the longtime home of Wrangler denim.

Using Sun Chaser as a metaphor for exploration, the campaign by Hong Kong based agency SALT is built around a series of challenges that all link closely to Wrangler's core product propositions e.g. the 7 Icons heritage which represents quality and functionality in every detail; Denim Performance with COOLMAX and N9 Pure Silver; the Denim Spa series that moisturizes while providing a sexy fit for the ladies. All products have been engineered to push people further out on the open road - and this is exactly what this campaign aims to do.
Cards.jpgAs the first digital lottery company in China, 500.com aims to provide a non-traditional platform to sell lottery tickets. In China, however, citizens are used to buying lottery tickets in stores, thus many of them disregard the online lottery platform which 500.com provides. The challenge was how to get traditional lottery ticket buyers to switch to online lottery?
Ashish Bhasin.jpgDentsu Aegis Network has launched experiential marketing agency psLive in Asia Pacific. During 2014, psLive will be rolled out to all key Asia Pacific markets. Ashish Bhasin, (pictured) Chairman  & CEO, Dentsu Aegis Network South Asia will take on the additional role of Chairman APAC, Posterscope and psLive - Asia Pacific.
Commenting on the launch, Nick Waters, CEO Dentsu Aegis Network Asia Pacific said, "psLive will play an important role in Asia Pacific, particularly in key markets like ANZ, South East Asia and India. We see this as a fast growth area for our business in the years to come."

Mobile Marketing Association launches in Vietnam

MMA.jpgThe Mobile Marketing Association (MMA) has launched its local chapter in Vietnam. MMA currently leads the growth of mobile marketing and its associated technologies in Singapore, India, China, and Indonesia. The launch of the Vietnam chapter marks MMA's commitment to building and implementing mobile marketing best practices in the country.

Tran Thi Lan Thanh, Chief Executive Officer of Goldsun Focus Media, a regional premier MMA member and first founding member of the Vietnam chapter, and Jacob Kvist, Chief Executive Officer, GroupM Vietnam, are co-chairs of MMA Vietnam.

Carat Asia Pacific strengthens regional team

Carat strengthens regional team_FINAL.jpgCarat Asia Pacific has appointed Kevin Walsh as Chief Digital Officer, a move from within the network, and relocated Clay Schouest, Head of Strategy and Innovation from Shanghai to their head office in Singapore to better steer Strategy and Innovation for Carat in the region.
"As our business grows, we need to look at what our clients need and to deliver on that. Digital is ever evolving - in order to be real innovators we need the talent to support that. Kevin has a vast amount of experience in digital having experienced first-hand the development of the digital media industry over the last decade. Clay is a pragmatic innovator, a creative mind with strategy at its core. I have no doubt that these two additions to the regional team here in Singapore will take great steps to redefine media and push the boundaries to create effective and innovative work for our clients." said Sean O'Brien, CEO of Carat Asia Pacific.

Even during floods you can stay dry with Laurier

Laurier_1.jpgLaurier_2.jpgLaurier Sanitary Napkins wanted to stand out from competitors so during the annual heavy rainy season in Jakarta they provided the local flood rescue organisation with Laurier lifeboats.

The lifeboats were in the shape of their sanitary napkins and carried the message - stay dry with Laurier.

Agency: Dentsu Indonesia

Screen Shot 2013-10-26 at 10.46.50 AM.pngphoto[2].PNGThe 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 Australia, NZ, India, Singapore, Malaysia and Indonesia), 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 Australia, CB New Zealand, CB Asia and CB WA - all on the one app.

Australian Government picks Mitchell & Partners

John Thompson, Kenny Stewart, Luke Littlefield, Adrian Roeling.jpgAustralia: Mitchell & Partners has been appointed as the master media agency for the Australian Government, previously with UM.

Mitchells, in partnership with Adcorp, will commence from 1 July 2014 overseeing all Australian Government campaign and non-campaign media expenditure.

Says Luke Littlefield, CEO of Mitchells' parent company Dentsu Aegis Network: "We are absolutely thrilled that Mitchells has been successful in pitching for the Australian Government contract. We are delighted that our talented team; our proven expertise and track record with Government clients; and our commitment to delivering exceptional client service have given Mitchells the opportunity to work with one of the most important and prominent clients in the country."
08c99b8.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 Bestads guest judge is Jordan Atlas, SVP, executive creative director at Ignited in LA.

Winner: Thai Life Insurance: Unsung Hero. A powerful bit of storytelling that unveils an authentic snapshot of humanity at its finest. I watched this over and over again, finding new elements that made it better with every viewing. I'm torn whether I would categorize this as a tearjerker or feel good commercial of the year. Perhaps that's what makes it so amazing. READ ON...
Harbin.jpgHarbin Beer, official sponsor of the FIFA World Cup 2014, has recently launched a commercial specifically created for Hei Long Jiang Province, the hometown of Harbin Beer. The spot is produced by BBH China, which officially kicks off the Harbin Beer FIFA World Cup campaign in China. The province, with a population of over 38 million was singled out to have a campaign of its own as it celebrates a long history and loyal following with Harbin, China's first beer brand.

SPICE.jpgAs a part of the Spice Smartphones Milaye Sapnon Se campaign, the second brand film by Ogilvy India goes on to reestablish the power of smart phone technology in a manner that will yet again tug at the heart strings.

JWT-LOGO-150.jpgThe New York Times reports that a funny thing happened on Monday morning to carefully laid plans by the giant JWT advertising agency to announce later in the year that it would bring back its longtime name, the J. Walter Thompson Company: The chief executive of the JWT parent, Martin Sorrell of WPP, let the cat out of the bag.

According to the New York Times Sorrell made the disclosure at a breakfast at the Pierre Hotel, one in a series of executive breakfasts hosted by The Wall Street Journal. READ ON...
EstherYang Razorfish China CEO.jpgRazorfish has appointed Esther Yang as Chief Executive Officer China and has promoted LeeYee Hew to Chief Operating Officer Greater China. As Chief Executive Officer, Yang (pictured left) will work from the Razorfish Shanghai office and report to Vincent Digonnet, Executive Chairman APAC.
Hew, former Managing Director China, (pictured below) has been promoted to the newly created role of Chief Operating Officer, Razorfish Greater China and she will continue to report to Vincent Digonnet and work closely with office leaders to further develop the agency's regional presence. Hew will be based out of Hong Kong.

With a Korean, Chinese and American background, Yang is true multicultural talent. She is a seasoned global leader in media, technology and data analytics with almost 10 years experience in China. Yang's experience is perfectly matched to the Razorfish model of creating experiences that transform businesses. Her previous leadership positions at international agencies, combined with her success as an entrepreneur developing SAAS solutions for real time bidding technologies in China, make her the ideal leader for the award winning Razorfish China team.

Shelby Lee moves up at Y&R Beijing

ShelbyLee.jpgShelby Lee has been promoted to Group Account Director at Y&R Beijing. Lee (left) has been with Y&R for three years during which time she has built, managed and trained a strong team with 100% retention. Over and above the training provided by WPP and Y&R, Lee designed and executed tailor-made training for her team-members. She also runs regular creative sharing meetings, in which the team is encouraged to discuss their understanding and evaluation of creative.

In terms of business, Lee was an integral part of the Y&R team behind the Amazon brand launch in China, and Amazon's first ever campaign there. In just 3 months, the team successfully helped Amazon.cn to increase top of mind brand awareness from 2.5% to 25%, and increased sales by 20%.

Commenting on the promotion, Charles Sampson, chief executive officer Y&R China said: "Shelby has built a stable team and paid particular attention to the growth and development of her team members. Therefore the time is right for Shelby to assume a greater role in the continuing development of the Y&R Beijing office and the growth and success of our clients. Our very important global client Dell will continue to be Shelby's key client responsibility."
jim.jpgThe Cannes Lions Young Marketers Academy is set to return to the International Festival of Creativity for a fifth year with new sponsor, leading brand and communications agency Dentsu Aegis Network, supporting the dedicated training programme.

A week-long course, taking place throughout the Festival week, the Young Marketers Academy addresses the importance of creativity in communications and provides a bigger picture of a marketer's role. Designed for young marketers working for client companies, the academy focuses on four key topics: The case for creativity; Communication strategy excellence; Best-practice agency- client relationships; and the modern brand. The course will be led by Jim Stengel (pictured), former global marketing officer of P&G, with experts Suzanne Tosolini, an independent consultant focused on all aspects of brand strategy, and Serfi Altun, founder and idea chef at Idea Bakery, serving as academy tutors. Dedicated to supporting the next generation of brand leaders, Dentsu Aegis Network will actively support the Academy across the week through a range of activities including access to inspiring and aspirational speakers.
ArthurSadoun.jpgArthur Sadoun, CEO of Publicis Worldwide has announced a new management shake up for Greater China. Sadoun is taking direct responsibility for Greater China, as a top 5 market for Publicis. The Greater China management team will report to him. Sadoun (left) was named Publicis Worldwide CEO in October last year leading the largest global agency network for the holding company with nearly 9,000 employees in some 80 countries.

Given the current goals of Publicis Greater China, the decision was made that Jeffrey Yu leave his role as CEO of Greater China. This was announced late last week. Loris Nold, CEO of APAC is taking direct responsibility for global clients. In this capacity, he will leverage Publicis Worldwide's capabilities across the region so that clients can benefit from the best possible resources.
Michael_Knox_web.jpgCB Exclusive - CB can reveal that Luke Waldren, chief executive officer of Grey Australia, has resigned to pursue other interests outside of the agency world.

With immediate effect, Michael Knox (left), executive creative director, will become the managing partner of Grey Melbourne and will continue to drive it forward. Knox is highly regarded in the industry and his creativity, passion and leadership is well-known. Paul Worboys, COO of Grey Group Australia and head of Grey's Sydney office, together with Knox, will be responsible for managing the Australian operation.

The departure of Waldren comes four months after the loss of TAC, the agency's biggest account, which had been at Grey for 24 years.

Waldren joined Grey Melbourne in 2010 and was promoted from MD to CEO in April 2012. He helped rejuvenate Grey Group by attracting high-calibre talent - as well as new business. He has now decided to turn his talents towards the client side of the industry.
I-TOUCH-MYSELF-2.jpgShe sang it. She shouted it. And we couldn't help but listen. Now Chrissy wants us to hear her words again. For breast cancer awareness. Chrissy gave us this song. This is her divine wish. Touch yourself.

I-TOUCH-MYSELF-3.jpgFamily and friends have recorded the song as a tribute to the iconic Australian vocalist who passed away from breast cancer almost a year ago.

Some of Australia's leading female music artists - including Olivia Newton-John, Kate Ceberano, Deborah Conway, Little Pattie and Suze Demarchi - came together to reincanate Chrissie Amphlett's anthem, which was directed by Daniel Askill, Lorin Askill and Joel Pront via Collider.

The #itouchmyselfproject campaign was commissioned by Cancer Council NSW and created by JWT Sydney together with digital agency Soap Creative and PR agency Hill & Knowlton. The Project will be officially launched on Wednesday alongside a photographic exhibition at the Blender Gallery in Sydney.

Planners_FC_140408.jpgLeo Burnett Singapore has appointed Nigel Tribe as head of strategy for Singapore and global planning director for SKII. This appointment follows the agency's recent new business wins including MBT, Skyscanner and Diageo Smirnoff assignments.

Commenting about the appointment, Josh Grace, Managing Director, Leo Burnett Singapore said, "The brief was pretty simple. We wanted an incredibly smart business leader who was also nice to work with. With Tribe we got that guy. He has a key role leading our strategy offering in the agency. With his background you will be hard pressed to find better strategy credentials - groomed in the London planning scene, stints in creative and media agencies, experience in Europe, US and Asia, running global accounts like XBOX and local accounts in all these markets. Tribe is the full package and he has now got a great team to lead across all our key disciplines."
Lifebouy.jpgThe Facebook-led 'Mariachi' campaign for Doritos has been named the world's best social strategy.

The case study, authored by Tom White of agency AMVBBDO, won the Grand Prix at the inaugural Warc Prize for Social Strategy, taking home a $5,000 prize. It described how Doritos had sent a Mariachi band playing 80s hits around the UK to liven up parties. The strategy opened up a new audience to the brand, without alienating its core youth market.
Garmin Car Park.jpgThere's nothing worse than a faulty GPS when you are out on the road. This print campaign from King Kong Bangkok highlights the accuracy of a Garmin GPS.

Credits - Creative Director/Art Director: Eaknarong Vijittissadee. Art Director: Athipon Vijittissadee. Copywriter: Jittipa Tanasiripong. Photographer: Xivius Studio. Retoucher: Xivius Studio.

BBH China uses the weather forecast for IKEA tvc

IKEA.jpgThe weather forecast plays a big part in this television spot for IKEA's bedroom storage solutions from BBH China.

KFC_PhoneStack.jpgBBDO Malaysia, Dentsu Tokyo, Ogilvy & Mather Singapore and TBWA Hakuhodo Tokyo have made the cut at the shortlist stage of One Show Branded Entertainment, with Pencils to be awarded in New York in early May.

BBDO Malaysia is shortlisted for KFC  'Phone Stack' (pictured left), Dentsu Tokyo for Oji Nepia 'Tissue Animals', Ogilvy & Mather Singapore for Coca Cola 'Remix Bottle' (pictured below) and TBWA Hakuhodo Tokyo for COGOO Clean City Organisation 'Saddle Blossoms'.
Screen Shot 2014-04-14 at 6.53.48 am.jpgBy Simon Veksner
Creative Director
DDB Sydney

Bob Hoffman's talk at Advertising Week Europe has generated a super-fun controversy.

A commenter on Campaign Brief opines: "So glad this is out there. Sick of the so called 'social specialists' in the agency talking shit the entire time." READ ON...
MOS_TVSTILL01.jpgAustralia - With the ANZAC centenary looming, ANZAC Appeal organisers are tapping into new technology platforms to encourage support from Australians this year with a campaign breaking tonight in Australia via DDB Melbourne, Tribal Worldwide and Mango Australia.

In a fundraising first, the ANZAC Appeal has created 'The Minute of Silence', a pre-recorded minute of silence which can be purchased by phoning or texting in Australia.

alfa gary_arcade.jpgIn a double announcement, Unilever has awarded the digital account of POND'S Mass and the digital activation of Cornetto's Taylor Swift RED tour to Arcade in Indonesia.

Arcade's appointment for POND'S Mass, which includes moisturiser and cleanser for POND'S White Beauty SPF and POND'S Pure White ranges, will help grow its position as the leading quality beauty and personal care brand in the market. This new appointment strengthens Arcade's relationship with POND'S which already includes the successful POND'S BB+ business in Indonesia.

HELL_RABBIT_MASTERsmall.jpgThis Easter, Hell Pizzas via agency Barnes Catmur & Friends Auckland, are releasing a pizza made with gourmet rabbit meat.

To show how much they care about real ingredients, and to give the Internet something to complain about, they're launching it with a billboard made entirely out of leftover rabbit skins. Just because you're evil, doesn't make waste okay.





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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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