Akira Kagami to lead HK4As creative jury

Akira Kagami.jpgHK4As (Association of Accredited Advertising Agencies of Hong Kong) has announced the judges of this year's Kam Fan Awards - the 30 year milestone of Hong Kong's most important domestic awards show.
One of the legends of Japanese advertising Akira Kagami (left), Executive Advisor of Drill Inc., Japan, is to lead the Creative Jury as its Chairman, while media veteran Elaine Ip will chair the Media Jury. 

The 2014 Jury line-up emphasizes judges with diverse backgrounds & international experiences, and they are:
Cebu TVC.jpgCebu_3.jpgBBDO Guerrero has extended their "It's more fun in The Philippines" campaign for the Philippine Tourism with a commercial focusing on the city of Cebu.

Some of the world's finest, and most easily accessible, diving sites are on the Philippine island of Cebu, including the famous 'sardine-run' where giant schools of fish swim in formation. Cebu is also the same place where the country's best guitars are made.

Vince Lui_XM.jpgXM Asia Pacific has been named Adobe's 2014 Digital Marketing Partner of the Year for Southeast Asia and Hong Kong for the second consecutive year.

The award was presented at the Adobe Digital Marketing Symposium in Singapore, which drew over 800 senior marketers, in recognition of XM Asia's commitment to technical innovation, remarkable year-over-year business growth, and success in supporting Adobe Digital Marketing customers.

"XM Asia has a long history providing leading brands with world-class interactive, web-based solutions, said Adobe's Asia Pacific Director, Partner engagement, Damon Scarr: "I congratulate XM Asia on their success this year and look forward to continuing that success into the future."
Hunk VS Old guys_2.jpgJunior Vs. Senior_2.jpgMashal Sports with the support of the International Kabaddi Federation (IKF) and the Amateur Kabaddi Federation of India (AKFI) have teamed up to launch Pro Kabaddi with Star Sports being the official broadcast partner.

While Kabaddi, a wrestling sport originating from very early Indian civilization, has successfully progressed from an Indian sport to one played in the international arena, it fails to connect with the youth of today. It was no longer cool and this was the biggest challenge.

Through the 'Life is Kabaddi' campaign, Ogilvy and Mather attempts to engage the youth at an emotional level with this intrinsically Indian game; make them see the game in a whole new light.

HMV_Nipper.jpgHMV_Nipper2.jpgHMV, the traditional home of music around the globe, has virtually disappeared from the streets of Hong Kong in recent years. And Nipper the dog - featured in HMV's instantly recognizable logo - had once again lost a master whose voice he could listen to due to his homeless plight.
But this summer, Nipper will find a new home at HMVideal - a new flagship experiential store opening first in Hong Kong's fittingly named Entertainment Building in Central, before rolling out around the globe.
To celebrate Nipper's heartening reversal of fortune, we dramatized his current homeless situation. With a small nod to Hong Kong's equally iconic 'bag lady', McCann Worldgroup Hong Kong recreated a homeless person on the streets of Central, with Nipper beside him, to tell caring passers-by the story of Nipper's fall and coming rise and to urge them to help him find a new master's voice at HMVideal.

Samsung_ASP.jpg72andSunny, Amsterdam has released a beautifully filmed spot to reinforce Samsung Mobile's agreement to be the first global partner of the ASP.

In this spot, shot by Australian director Mark Molloy, via Exit Films Melbourne and Smuggler London, Samsung and ASP celebrate the growth of surfing worldwide and remind us that out on the waves, every day is day one.

The film launches with the 2014 US leg of the ASP World Tour, featuring pro-surfers Kelly Slater, Stephanie Gilmore, Gabriel Medina, Mitch Crews and Johanne Defay. The first time you hold a surfboard, the first time you ride a wave, the first time you get barreled, the first time you win a world title. It doesn't matter where you are from or how good you are. Every day is day one.

Nicola_Yates_McCann_UM.jpgNicola Yates has joined the McCann Worldgroup Hong Kong Cathay Pacific Central Team as head of integrated channel planning. Yates (left) will join the team at the end of July from Zenith Optimedia where she held the role of regional digital director for Kering Luxury and Lifestyle brands across Asia Pacific.

She replaces Doris Kuok, former head of media for the Cathay Pacific Central Team.

With the remit to lead the global media operations for the Cathay Pacific, Dragonair, and Asia Miles brands, Nicola's responsibilities include online and offline planning and buying, paid search, social media, data analytics, and audience research.
Screen Shot 2014-07-24 at 7.46.48 am.jpgAustralia: Lynx is launching a new creative brand approach and advertising campaign, collaborations with international creative artists and an upgrade to the product packaging hitting shelves this month.

The year kicks off with an ongoing global initiative that will see the highest-selling daily fragrance in Australia refocus its messaging from success in the mating game, to getting guys ready to face the world with confidence, starting with the release of two new adverts across national television and cinema spaces originally created by BBH London adapted by Soap Creative.


Entries still open for London International Awards

Sonal Dabral.jpgLIA Entries.jpgEntries are still open for this year's London International Awards.

Act quickly and go to the website and register. For Entrants that have already completed the entry process, there is still time to enter newly released work.


Asia is well represented on this year's jury with John Merrifield (Google Asia Pacific), Thomas Hong-tak Kim (Cheil Korea), Joji Jacob (DDB Group Singapore), Yang Yeo (JWT China), David Guerrero (BBDO Guerrero/Proximity, Manila), Santosh Padhi (Taproot India, Mumbai), Sonal Dabral (Pictured - DDB Mudra India), Morihiro Harano (Mori Japan) and Marcus Rebeschini (Y&R Asia) all joining the judging. They will all convene for the judging at the Encore Hotel in Las Vegas in October this year. The top class 2014 LIA juries will be lead by these Jury Presidents listed below:


CITIZEN_BetterStartsNow.jpgWieden+Kennedy's  Tokyo and Amsterdam offices have created the first global brand statement for Citizen Watch Co 'Better Starts Now'.

Better Starts Now is the simple belief that, no matter who you are and what you do, it is always possible to make something better - and now is the time to start doing it.

Dicks_The Moment.jpgEvery second in an athlete's life prepares them for them for the moment. This Dick's Sporting Goods spot, via Anomoly New York, shows young athletes on the sporting ground or court getting ready for that "moment".

PaulRoebuck.jpgSaatchi & Saatchi has picked up two of Petra Foods Limited's major brands,  SilverQueen and Top, after a series of competitive pitching for the accounts involving multiple agencies.

As part of this new assignment, Saatchi & Saatchi will drive the creative direction and strategy for both brands in South East Asia, with the account being led from the agency's regional hub in Singapore.
"Saatchi & Saatchi is very excited to be working on such iconic Asian brands like SilverQueen and Top. Consumers in South East Asia have strong emotional connections with local products, and we look forward to delivering meaningful and fun experiences to further strengthen these relationships," said Paul Roebuck, CEO of Saatchi & Saatchi Singapore and Malaysia (pictured).
adidas.jpgadidas has announced the return of #mygirls for FW14 following the successful launch of the campaign in FW13. This year's campaign captures each ambassador in their home country, leading and inspiring their peers to work together and go #allin for their sporting pursuits.

Created by women for women, the #mygirls campaign aims to provide inspiration, support and motivation while celebrating women and their passion for sports. The campaign features local ambassadors from across the region - Fay Hokulani (Singapore), Si Phitsinee Tanwiboon (Thailand), Maria Selena (Indonesia), Sharifah Sakinah (Malaysia), Isabelle Daza and Solenn Heussaff (Philippines) - where they share their love for different sports as well as some of their favourite sporting items from this season.
The Work_CallforEntry_cover.jpgThe Call for Entries to The Work 2014 is out and it's FREE to enter.

Now in its 12th year of publication, The Work is a 400+ page, hard cover publication that features the very best advertising of the year from Australia, New Zealand and Asia. Published by Campaign Brief, The Work is recognised as the only true permanent record of creativity for the entire region.

Entry deadline is Friday, August 22nd 2014.

Please note that this year we have simplified the entry process:

All entries are to be supplied on a USB.

This will be used for both judging and artwork for The Work 2014 (this eliminates the need for agencies to send multiple expensive couriers and it will greatly speed up the production process of The Work 2014).

There are three things that differentiate The Work 2014 from traditional award shows:
Baby Hero 1.jpgHong Kong based children's clothing company, Baby Hero, has teamed with global brand agency Brand Union on a pro bono basis, to help strengthen its brand strategy and positioning, in pursuit of its goal to help mothers and newborns in the developing world.

Founded in 2012, Baby Hero makes baby products that fund innovations in maternal and infant health. Every Baby Hero product funds a Neonatal Survival Kit for a mother and her newborn in the developing world, helping them survive childbirth and the vulnerable first weeks of life. The company pays fair prices to cotton farmers and fair wages to garment workers to ensure that its products - from cotton field to baby, are 100% ethical.
BMWLOGO.jpgBMW Indonesia has appointed Bates CHI & Partners Indonesia as its new strategic creative agency following a multi-agency pitch.

Helena Abidin, Marketing Director at BMW Indonesia said the appointment was driven by an increasing need for BMW Indonesia to look at its communication strategy in an integrated manner and create new ways of engaging with existing customers, as well as future BMW lovers.
"We are looking forward to work with Bates CHI & Partners to build the BMW brand with new initiatives that are based on strong local insight and innovative ideas. BMW Indonesia would like to also thank all the participating agencies who put in their best efforts in the pitch process," said Abidin.
Nutchanun Chiaphanumas.jpgDentsu Media Thailand has hired Nutchanun Chiaphanumas as its first ever Executive Creative Director. Nutchanun (Nut), who has already started in his new role, will be leading the creative efforts for the 11 year old Bangkok based media agency.

Dentsu Media Thailand CEO Mitsuyuki Nakamura, who was recently appointed President for Dentsu Media Southeast Asia, said, "With the rapid growth of our content business unit we have been expanding our creative capabilities. We established our Content Ideation and Acquisition (CIA) division to expand communication opportunities for our clients. Bringing on Nut to lead our creative efforts, not just for our content divisions but for all the Dentsu Media Thailand brands, is one more step on this journey. Our clients are looking beyond traditional media solutions, and we are more than happy to innovate and grow with them by amping up our strengths in that area. Nut, with his experience, talent and standing in the industry, is the perfect addition to our team."

ITSA.jpgOn the anniversary of Sir David Ogilvy's death, ITSA India released a strategically placed billboard outside Ogilvy & Mather's office in Gurgaon.

Emmanuel Upputuru, Founder, Chief Integrated Officer, ITSA said, "We did this as a light take on the father of advertising's rule on outdoor. Alot of times we hear that the outdoor medium is a transit medium and therefore we needed to keep the message short. While it's true, as a general principle, but in many places in India there is a huge amount of traffic moving slowly. ITSA also believes in practicing what it preaches. Have a point of view and flaunt it."  

Clarence Chiew.jpg12:20 is a Sydney based creative consultancy that works with agencies across Asia. Recently, while working in the region, Christian Finucane and Jon Skinner met with 20 creative leaders from the top agencies to discuss the opportunities and challenges for the industry. The interviews, '12 Questions: 20 People' are being published in a series of blog posts on Campaign Brief Asia. The 19th interview is with Clarence Chiew, Executive Creative Director, Leo Burnett Singapore.

What's the most exciting thing about working in Asia?
I don't see why working in Asia should be any more exciting than working anywhere else in the world, especially in such a globalised context.

What inspires you?
The internet and its ability to completely disrupt everything we hold to be true.

How has social media impacted creativity in the region?
I think it used to have a positive and democratic impact in terms of the level playing field it created - if people loved what you created, it would get noticed, shared and amplified. Since then, the algorithm seems to have been tweaked to favour those with more money than ideas.
AB 2.jpgAxis Bank and Lowe Lintas Mumbai have unveiled myideaofprogress.com, one of the largest consumer engagement initiatives undertaken in the banking industry. The initiative will see the entire network of Axis Bank actively promoting the philosophy along with a 360 media campaign on TV, digital, outdoor and radio to reach out to as many people as possible.

The website, built by Indigo, is a unique attempt by an Indian bank to involve people beyond transactions and get them to experience the bank through its beliefs and to reach out to them so that they get to like the bank for what it does.
Mulberry MainImage_landscape.jpgBritish luxury leather brand Mulberry has partnered with the brand's lead China digital agency Hot Pot Digital to bring a richer digital experience for Chinese consumers through the launch of the brand's official WeChat account.

The WeChat account allows users to explore Mulberry's collection of iconic leather goods and new products while providing exclusive rich content unavailable on other channels. Mulberry launched on Weibo last year as a first step into the Chinese social media world and creating a WeChat account was a logical next step.
Beer1.jpgBeer shampoo believes that every man is entitled to buy his own manly Beer Shampoo for his "manhair". While every man would be tempted to, there was a practical barrier. In most cases, the lady of the house reserves the first right to the shopping cart. Hence, it becomes critical for the brand to encourage the lady of the house to buy into Beer Shampoo. This new tvc from Publicis Worldwide India was developed as a tool to warm up the lady to the needs of her man.

d062fff0823dc80690f625cf7254e450.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 Nick Pringle, creative director at Grey, New York.

It's unpleasantly early in the morning here in New York, so I've caffeinated and eaten a pastry with an unpronounceable filling. In light of the pressing 12pm deadline, I'm going to try and keep short and sweet-ish. READ MORE...
VW POLO.jpgA drive in the New 2014 Polo is quite indescribable. In fact, very few things feel as good. This is the premise behind DDB Mudra West's latest Volkswagen commercial for the Indian market. The idea was born out of drawing parallels to the few moments in life that feel as good.

Like all Volkswagen commercials, this one too needed to be endearing and simple, yet entertaining at the same time. Taking forward the thought of 'Feels that good', the film illustrates the story of two brothers. The younger of the two always gets the raw end of the stick, as he ends up with all the 'hand-me-downs' from his cooler older sibling. From school books to uniforms to shoes and even bicycles, it's always second-hand. Ultimately, the story takes a big turn. The younger brother, now all grown up, comes into his own when we see him driving the sparkling New Polo, while his older sibling is still using a nondescript old car.

MelvinKuek_2.jpgY&R Singapore has followed up yesterday's Land Rover account win with more good news - retaining the large M1 telecommunications account, which will extending their agency-client partnership until 2016.

Originally appointed in 2008, Y&R Singapore's creative work for M1 has included brand campaigns such as the animated 'Welcome to the World of M1', and 'M1. For Every One' which recently launched its latest TVC and webisodes  the first campaign of its kind for a homegrown Singapore brand.

The relationship has also seen a number of award wins including Gold Integrated Campaign for 'The Friendlier Telco' at Marketing Excellence Awards 2012 and Silver at the Creative Circle Awards 2013 for 'M1. For Everyone'.
Danny Higgins_2.jpgAli Grayeli.jpgMcCann Worldgroup Singapore is making another change at the top of the creative department with Senior Creative Director Ali Grayeli (pictured right) taking over sole responsibility as Executive Creative Director from Aussie expat Danny Higgins (left). Latest development is that Higgins will stay on with the agency, transitioning out over the next few months and will continue to work on key clients' businesses.

Higgins joined McCann Singapore overseeing creative on a number of local and regional pieces of business but took over as ECD from Todd Waldron in 2012 when Waldron moved sideways within the group to run Craft. Waldron had only joined McCann as ECD in April 2011.

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.
GoogleUK.jpgGoogle has released an integrated campaign, including an online spot, online media and website, for the Google UK Impact Challenge.

Hundreds of applications from charities were received and a shortlist of 10 finalists are now guaranteed to receive a £200,000 grant as well as mentorship and training from both Google and Nesta.

The public now vote on who will receive the full £500,000 funding. Join in and vote here.

Jason_Cheng.jpgTBWA\Shanghai has appointed Jason Cheng as General Manager of TBWA's Digital Arts Network (DAN) Shanghai.

Cheng has an outstanding track record of leading digital businesses in China. He was formerly Managing Director of OgilvyOne; Director of CRM and Digital at DraftFCB; and most recently, Managing Director at Saatchi Labs. Cheng joins the TBWA team in Shanghai, reporting to Managing Director, Brian Swords.

"DAN is experiencing explosive growth, both from existing and new clients," commented Swords. "Given our ambitious growth plans, we're delighted to have Jason on board. This is also an important step in bringing digital to the center stage at TBWA in a seamless, integrated way."
Bernbach.jpgDDB Mudra Group Mumbai has announced the launch of Bernbach Fridays, a tribute to a man who is the Father of Modern Advertising, a brilliant advertising mind of the 20th Century and DDB's founder, the great Bill Bernbach.

The sessions take place on the last Friday of every month at the DDB Mudra Group office, and so far a total of four successful sessions have already taken place.
赵建德Kevin Chiu.jpgSaatchi & Saatchi continues to grow its creative capabilities in South China, enlisting Kevin Chiu and Paul Ho to further raise the profile of the agency with their digital creative expertise and shopper marketing savvy.

Chiu (pictured left) comes on board as Group Creative Director of South China, applying his sharp digital creative acumen to the agency's clients, including Pampers, Head & Shoulders, Swire Properties and Mead Johnson etc. Having honed his digital skills in the industry for over 15 years, Chiu not only has a flair for digital creative, but is also adept at providing clients with fully integrated creative solutions. Prior to joining Saatchi & Saatchi, he worked at DDB's Hong Kong and Shanghai offices. His impressive client portfolio includes Volkswagen, McDonald's, Unilever, Hershey's, Qoros, Coca Cola, Pepsi, Johnson & Johnson, Microsoft, Philips, Disneyland and more.
MyHKGuidePR_Image1.jpgDDB Group Hong Kong has developed a digital campaign that gives Facebook users in Southeast Asia and Taiwan a fun and creative engagement to win a four-day and three-nights trip to Hong Kong, and plan the trip using the Hong Kong Tourism Board's (HKTB) new 'My Hong Kong Guide' app. The contest challenges participants to write creative leave requests to get time to visit Hong Kong.

The 'My Hong Kong Guide' app is a virtual, customisable guide that better enables travellers to conveniently plan their trips, explore all Hong Kong has to offer, get inspired by user-generated itineraries and share their experiences socially.
ECDs_Sydney.jpgGeorge Patterson Y&R, Sydney has promoted creative directors Bart Pawlak (right) and former Leo Burnett Singapore creative David Joubert (left) to the role of joint executive creative directors, finally filling the role left after the departure of Julian Watt in November last year.
Says Andrew Dowling, Y&R Group Sydney managing director: "Dave and Bart have been an integral part of the Sydney operation since joining forces in 2010. The guys have been highly influential in a string of new business successes, including recent NSW Government wins and the soon-to-be announced global campaign for Al Gore's Climate Reality Project. Their creative approach and leadership style have made them favourites amongst the team and clients alike, making them a very valuable asset."
GLOTT 3.jpgMediaCom APAC has appointed Gabrielle Lott as Associate Marketing Director for the region. Lott will be responsible for MediaCom's overall marketing and public relations as part of the Business Development team. Lott (pictured) will be based in Singapore.

After an early beginning within production, Lott began her career in 2004, working alongside Paul Kemp-Robertson on the launch of Contagious Magazine. Since then, she has worked in both editorial and PR within the UK, USA and, most recently within Hong Kong where she launched the Asia Pacific office of LBBonline.
TSF KV - Horizontal .jpgiris Singapore has created Tiger Beer's new regional Tiger Street Football campaign which was launched on 14 July.

In its fourth year, Tiger Street Football showcases the best in Asian street football talent. This year, it will rally football fans across Asia to change the rules of football to bring the beautiful game back with a new concept taking the  game to a new level: www.uncagefootball.com.

Harshad Hardikar RS.jpgDigital agency Indigo Consulting has aappointed Harshad Hardikar, former Sr. VP, Ecommerce and CRM at OgilvyOne India as Chief Operating Officer.

In the newly-created position Hardikar will work closely with Managing Director Vikas Tandon, to help strengthen and grow the agency's business nationally and internationally, and help clients get more from their digital marketing.

Hardikar (left) comes with over 17 years of experience in the industry. He is credited with launching India's first coalition loyalty programme, iMint (now Payback). In his previous role as Senior VP, Ecommerce & CRM at OgilvyOne India, he led the agency's ecommerce and CRM practice nationally, managing clients' needs end to end.  Prior to this, he worked for Rediff.com, heading the company's online sales division, Rediffshopping.

Y&R Singapore lands Land Rover account

LandRoverLogo.jpgY&R Singapore has been appointed to the Land Rover business as the luxury SUV brand prepares for a significant brand push into Southeast Asia.

Y&R Singapore will be responsible for the development and management of Land Rover's marketing communications including TV, print, digital engagement, activation, direct marketing and related collaterals.

Melvin Kuek, Managing Director Y&R Singapore said: "Land Rover is one of the most iconic automobile brands and we relish the opportunity to be their partner in boosting the marque's presence in Singapore."
Petronas1.jpgPetronas_2.jpgLeo Burnett Malaysia has launched its Petronas Hari Raya campaign to celebrate the upcoming Aidilfitri celebration.

The national oil company marked the launch of the month-long campaign with the release of this three-minute Hari Raya web film specially produced to rejoice the celebration.

The web film entitled Ke Pangkuan Bonda features a seamless journey of a family in welcoming Aidilfitri celebration and is accompanied by timeless classic song Suasana Hari Raya, which has been rescored to give it a fresh new spin. Set around a humble kampung house, this film takes us through the growing years of a small family and their young daughter on the eve and the first day of Raya.

Jungle Wakudoki1.jpgJungle.jpgDentsu Aegis Network has launched Toyota's first completely digitally-led campaign, Wakudoki, across eight Asia-Pacific markets - India, Indonesia, Malaysia, Pakistan, Philippines, Singapore, Thailand, and Vietnam to cultivate a youth fan base for Toyota.

Featuring popular Japanese dance group World Order, the first installment of the campaign - a dance video titled "Jungle Wakudoki" - garnered over 200,000 views on YouTube within a few days of going live.

The video also features a Gorilla dancing alongside World Order in the video.


Running across several digital channels, including social media, web browsers, and mobile, the campaign aims to engage tech-savvy youth in the region.

Linen wins creative duties for Tupperware India

Jaideep Mahajan.jpgOver the years, Tupperware has been making a difference to the lives of millions of consumers through its innovative storage products and extremely attractive business opportunity. With India delivering well on the growth front, Tupperware is seeking to raise the popularity bar further as part of its mission and passion of enlightening, educating and empowering customers and have appointed Linen at its creative partner.
On choosing Linen as its creative partner, Chandan Dang, Chief Marketing Officer, Tupperware commented, "We are very pleased to welcome Linen on board as our creative partner. We are excited by the energy and insights they bring on board and we look forward to a long and mutually fruitful association. Tupperware is at a very interesting phase in the brand journey and India being a focus market globally, needed a partner agency to deliver not just creative excellence but business solutions to us. In Linen, we found that able partner."




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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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