CyrilLouis-web.jpgAustralia - Top Sydney digital creative agency Holler has appointed former Razorfish London CD Cyril Louis to the position of creative director.

Louis joins Holler from his last position as creative director of Razorfish London, where he was leading the creative output for Audi, McDonalds and Emirates Airlines, helping the executive team to grow the agency.

Louis fills the role left vacant after the departure of James Theophane, who left the agency to join Saatchi & Saatchi, Sydney in the group creative director role.

Louis's body of work for McDonald's doubled the brand campaigns engagement rate winning many awards, making the Razorfish London office the most awarded in the network. He also led Emirates to be the fastest growing airline and top 10 brands on Facebook, positioning the airline in the top 5 performing campaigns ever across EMEA.

Lowe LDB Sri Lanka hires Hari Krishnan as CEO

Hari Krishnan.jpgHari Krishnan, a former protégé of Lowe Lintas has been appointed the CEO of Lowe LDB Sri Lanka. He will reporti to Joseph George, CEO of Lowe Lintas + Partners, India.

Krishnan (pictured) joins the agency from GREY where he was the Sr. Vice President and Business Head for South. His new mandate will be to drive Lowe LDB Sri Lanka into being a leading creative powerhouse in the country. Lowe LDB manages a diverse portfolio of brands across various categories from detergents to insurance to telecom. The agency was also the most awarded agency at the Effies in 2013 and together with Unilever is the most awarded partnership in the history of Effies in Sri Lanka.

Commenting on the appointment George said, "It's good to have Hari back into our fold after all these years. Having learned the nitty-gritty of the business since his formative days at Lowe coupled with his vast exposure across other agencies in senior roles, Hari Krishnan is perfectly placed to lead the agency in Sri Lanka. Over the last five years, Sri Lanka has seen high GDP growths and the country is at an exciting inflection point now."
Debbie Aryandari.jpgMarketing and technology agency DigitasLBi has appointed Debbie Aryandari as Head of Media, Southeast Asia. Aryandari (pictured left) will be tasked with implementing a centralised media practice for the SE Asia region, and promoting overall growth of the agency's media business in this region.

Mark Newton, Head of Media, APAC said, "The impact of technology on the media landscape has levelled the playing field in the industry, and forced agencies to focus on effectiveness and delivery of business goals, rather than just efficient delivery of media. With Debbie's background in performance media, coupled with her management and business capabilities, she is perfectly equipped to help us grow DigitasLBi's media business in Singapore and South East Asia, whilst developing a regional centre of excellence that supports our blended service offering."
Left to right - Tsuyoshi Suganami, Lisa Wei, Meg Chen, and Lawrence Wan.jpgDentsu Aegis Network China has launched Amplifi, a newly established division, responsible for media investment and strategic partnerships for the group. In this newly created structure Amplifi will bring together the group's investment management, media partnerships, programmatic buying and content capability functions into a consolidated unit, with data as its foundation. Its primary goal is to deliver maximum performance for the group's clients by working collaboratively with media, technology and infrastructure partners. 
 
Established to create a more collaborative approach between media, clients and the group, Amplifi moves all resources under one roof, including investment management, to build a consistent and leveraged buying network; media partnerships to identify areas where the group can work together to develop unique partnerships; Amnet the group trading desk established in 2013; and content to unite all the content resources across group.

Aussies told "You're better on Beef"

BEEF-life-is-a-sport.jpgAustralia - "You're better on Beef" is the new message behind MLA's latest marketing campaign via BMF Sydney, built on reinforcing beef's health credentials.

The spot was directed by Kim Gehrig via production company Revolver.

VIEW THE SPOT
PEEKABOO.jpgFred & Farid Shanghai has designed a cute  interactive website for French children's fashion store Bonpoint.

VIEW THE SPOT
DS Logos.jpgAfter a multi-agency pitch process, Dharampal Satyapal Group (DS Group), has appointed Scarecrow Communications as its creative agency for its dairy business. Scarecrow will handle the entire dairy portfolio which includes Fresh Milk, UHT Milk, Ghee, Paneer, Khoya, Chhach, Dahi, Flavoured Milk, Dairy Whitener and other dairy products under the brands Ksheer and Dairymax.

Veksner: How big should the packshot be?

wallpaper-Toyota_Fortuner-1.jpgBy Simon Veksner
Creative Partner, DDB Sydney

Disputes about the size of a logo are the most tedious conversations you can possibly have. Personally I'm glad when a brand has a fixed rule about logo size; it eliminates the debate.

But no one seems to have a fixed rule about packshots.

The general principle at many companies seems to be 'just make it as big as possible'. READ ON...
Rajesh Menon.jpgRajesh Menon, recent Executive Creative Director of BBDO/Proximity Indonesia, has left the agency to establish his own agency.

During his two-year stint, BBDO won pitches for blue-chip clients like PepsiCo, Gudang Garam, Sinarmas Land and Carrefour. The agency also had a creative resurgence during his tenure, coming in 3rd at the Indonesian creative awards show, Citra Pariwara, in 2013, and winning metal and finalists at Adfest and Spikes. Proximity Indonesia also won its first-ever metal at Citra Pariwara under his creative leadership.

Menon (pictured) leaves to set up Chai, an advertising consultancy/agency. 'Chai' (or cha/chay/shai/choy/etc in various languages), means 'Tea'... and the ingredients that go into making that perfect cup of Chai vary just as widely. Which, Menon says, is the philosophy behind Chai Indonesia - a place where solutions are custom-brewed to suit the needs of different clients and brands.
A+Bcrop.jpgLeo Burnett Hong Kong has promoted Alfred Wong (pictured left) and Brian Ma (right) to joint executive creative directors The appointments, which are official as of 2nd March will see the duo, who have been creative partners for 12 years and currently deputy executive creative directors, take over the helm of Leo Burnett Hong Kong's creative leadership from Chief Creative Officer, Connie Lo who has decided to leave following 15 years at the agency.
 
"Connie has been the guiding force behind some of Hong Kong's most moving and inspiring campaigns," said Mark Tutssel, Chief Creative Officer, Leo Burnett Worldwide. "She's devoted 15 years to make this office one of the strongest in the region. We sincerely than­k her for her dedication and commitment to the agency."
 
"Brian and Alfred are a new breed of integrated thinkers who believe that true creative ideas are channel agnostic," said Tutssel. "I see them invigorating the Hong Kong office with a new spirit and way of thinking that will continue to deliver game-changing work for our clients."
Nissan_Xtreme_Delivery_1.jpgFollowing the success of the 'Xtreme Pizza Delivery Service' campaign last year, Nissan has once again joined forces with Pizza-La, Japan's largest pizza chain, to re-launch the service, this time catering to winter sports fans.

The 'Xtreme Pizza Delivery Service' ran for the first two weeks of February. Delivering to remote locations in the snowy mountains, over difficult terrain and through tough weather conditions, Nissan proved once more that no location is impossible for an X-Trail.

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HNB NWB 02.jpgSaatchi & Saatchi Sri Lanka recently launched Sri Lanka's first-ever Oculus Rift brand experience using virtual reality (VR) technology as part of the "New World Banking" campaign for Hatton National Bank (HNB), Sri Lanka's premier private sector commercial bank.
iabaustralialogo.jpg
Online advertising in Australia has continued its steady growth according to the latest Interactive Advertising Bureau (IAB) Online Advertising Expenditure Report for the quarter ending 31 December, 2014. 

The report, which is compiled by PricewaterhouseCoopers on behalf of the IAB, shows that overall expenditure for the calendar year across all categories reached $4.6 billion, a 16 percent year-on-year increase. Total advertising expenditure for the December 2014 quarter was $1.2 billion, up 7.1 percent from the 2013 December quarter.
CB ASIA Rankings.jpgThe full results of the 2014 Campaign Brief Asia Creative Rankings is now available as a download.

Agency of the Year : Dentsu Inc. Tokyo.

Network of the Year: Dentsu.

How did your agency and network rank?

DOWNLOAD THE PDF:  Campaign Brief Asia Rankings_2014.pdf
Susana Tsui.jpgPHD has kicked off a series of activity, to run throughout 2015, marking the 25 year anniversary since the agency launched its first office in London.

To celebrate the talent that has shaped the agency over the years, PHD will be inviting those that have worked for and with PHD, past and present, to leave a message on a microsite.

The online '25 Yearbook' features videos of highlights from 25 people that have shaped PHD's history - from the original founders and PHD's very first employees, through to clients and the leadership of today. In the spirit of the anniversary, those featured have shared photos of themselves from 25 years ago.

The 25 featured on the site include the co-founders David Pattison, Nick Horswell and Jonathan Durden, who talk about how the launch of PHD offered clients a whole new way of looking at media. PHD's creative and strategic planning proposition at launch was in stark contrast to the competition, which focused solely on buying, leading to a new era of creative comms planning.
Adrol.jpgIn an effort to meet local demand for high-performance marketing solutions, AdRoll, has announced the expansion of its global presence to Japan with the opening of its Tokyo office. This newly established local team will provide full-service account management to Japanese customers. In addition to the team on the ground in Tokyo, AdRoll's self-service solution has been fully translated and localized for the Japanese market. This is the company's sixth office, after opening regional offices in New York, Dublin, Sydney, and London.
Memory 3.jpgA grey-haired taxi driver says a tearful goodbye to the trusty car that's been his livelihood, and helped put his kid through college. A theater actor scraps the bashed-up sedan of his youth, which he used to court his now-wife.

These are two stories in "Brilliant Memories," digital campaign for Hyundai Motor Company by Korea's PostVisual that leverages on the strong emotional connection Koreans have with the iconic car brand. After all, it's not only Americans who have a love affair with their cars.

VIEW THE TAXI SPOT
VIEW THE PHOTOGRAPHER SPOT
VIEW THE PROPOSAL SPOT
VIEW THE IMMIGRATION SPOT
Slide.jpgMondelēz has released results from the first stage in its Growth Markets Accelerator Programme, a joint initiative between themselves, Carat Asia Pacific and Facebook allowing their brands to reach millions of new consumers by applying their 'Storytelling at Scale' principles across feature phone devices.

Announced in March 2014, Mondelēz Facebook partnership has covered activity in 52 countries across dozens of campaigns from brands including Oreo, Cadbury, Milka & Trident. The Growth Markets Accelerator Programme ensures that the added value they receive from the partnership is disproportionally invested in key emerging markets across Asia, South America & MEA - driving creative excellence and media innovation, and using the Facebook platform to reach millions of consumers, in some cases for the very first time.
Thom_Davy_Alaster_Spiers.jpg
Sydney-based art director Al Spiers (right) and designer Thom Davy (left) have launched a productivity tool with a near-impossible objective: making storage and organisation cool. 

Stashboard aims to revolutionise the category, providing a single location for every creative person to store, sort, share and reference their creative assets, collaborate on projects and generally help in organising their creative lives. It's unique in that it has been "built by creatives for creatives."

apaceffie2015_logo.jpg92 entries have made it to the finalist list and will be contending for metals at the APAC Effie Awards 2015.

The finalist results have been released following two rounds of judging by a jury consisting of some 115 senior level advertising and marketing professionals from the region. The jury is led by the 2015 Awards Chairman, Jarek Ziebinski and for Heads of Jury - Chris Thomas of BBDO Asia and Proximity Worldwide, Lisa Ransom of McDonald's APMEA, Ross Jackson of Visa and Tomaz Mok of McCann Erickson China.

The finalists are represented by agencies from 13 countries, featuring outstanding campaigns which have run in the Asia Pacific region. Dominating the list are entries from India, Australia and New Zealand with the greatest number of finalists. Ogilvy & Mather takes the lead as a network with 27 entries, followed by 18 entries from BBDO Worldwide and 8 from Lowe & Partners.
Friends.jpgGlobal content company The Sweet Shop has teamed up with 17 Triggers, a Cambodian agency that focuses on development and social issues, to create a short animated piece for Friends-International. Directed by Julian Stokoe from Assortment, 'Orphanage Factory' is a strikingly bold film that follows the negative effects of a well-intentioned orphanage donation as it plucks a young girl from her family and puts her on a traumatic path of neglect, isolation and abuse.

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Romance.jpgBrand Dialogue, a consortium of top Dutch branding and design agencies, through its multidisciplinary agency Fabrique has associated itself with the branding for Agra. City branding comes naturally to Brand Dialogue with the group being closely associated with the famous 'I Amsterdam'.

Talking about the association, Jeroen Van Erp, Co-founder & Creative Director Fabrique said, "With the experience we have had at our home ground Amsterdam through 'I Amsterdam', we are glad to have the chance to utilize the knowledge and experience of location branding in Agra. Through 'I Amsterdam', the objective was to leverage the image of Amsterdam as a cultural melting pot and an oasis for creative talent. For Agra we have significantly highlighted the identity of its first and last letter, 'A', the A is symmetrical like a lot of cultural heritage in Agra. Agra is simple by nature and strong in it's appearance, that is what we want to achieve with the visual language for the brand Agra."

View the sample design: Designing Brand Agra a sample by Fabrique.pdf

Studio Rarekind expands into South East Asia

Studio Rarekind.jpgLondon based creative production studio Studio Rarekind (SRK) has expanded its operations into South East Asia opening an office based in Singapore.

Perched on Emily Hill and run by Shazeed Hassan, Ryo Sanada and Angelina Lourdes, SRK creates and curates content, tells stories and shoots films. Aside from being the creators of the hugely successful and internationally distributed Stickerbomb books, SRK is also known for producing award-winning documentaries exploring music, sports, the arts and human interest
stories along with videos for an assortment of brands including Adidas, Nike and Tiger.
Suveer Bajaj, Co-founder, FoxyMoronsml.jpgIndependent digital marketing and media solutions agency FoxyMoron India, has picked up the digital marketing duties of the newly launched Hindi entertainment channel of ZEE Entertainment Enterprises Limited - &TV. The mandate comprises of managing the channel's presence on social media platforms including Facebook, Twitter, Google+, Instagram and YouTube. The account was won following a multi-agency pitch.

"This win establishes our foothold in the television entertainment industry and also brings along the creative opportunity to build an entirely new brand. As a digital partner, it will be our aim to make the channel scale from the very beginning. With soaring engagement for brands in the entertainment industry, we have great aspirations for this new channel." said Suveer Bajaj, Co-founder, FoxyMoron (pictured left).
KAN KHAJURA.jpgLowe Lintas and PHD India's mobile-led initiative for Unilever has been named the world's best marketing campaign, according to new data from Warc, the global marketing intelligence service. Lowe Lintas has also been named the top creative agency.

On the list of the year's top 100 campaigns, this year's number one was 'Kan Khajura Tesan', a campaign for Hindustan Unilever developed by Lowe Lintas and PHD in India. The campaign reached 'media dark' rural Indian populations with an always-on mobile media channel offering music, jokes and Bollywood content, interspersed with ads. The channel gained 12 million subscribers in less than 10 months from launch, including one million unique callers per month.

Joseph George, CEO, Lowe Lintas India, said, "Warc is an organisation we hold in very high regard. And so this recognition is both extremely satisfying and spurring. We have had a terrific run on creative effectiveness this year across the globe; and all the accolades have further reinforced our belief in the type of work we want to do and believe in."
Nick W_1.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 Worthington, creative chairman, Colenso BBDO, New Zealand.

BEST TV
Sexy Delights for LastMinute.com gets my vote. Maybe I'm missing Europe, maybe I'm not getting enough cultural integration, whatever, this cheeky spot, timed for Valentine's Day's spontaneous lovers is a cultural and suggestive romp through Europe's top travel destinations. READ MORE...
AMES 2015.jpgThe deadline for the Asian Marketing Effectiveness & Strategy Awards 2015 is approaching fast. Enter by 13th March for your chance to shine at Asia-Pacific's leading awards for effective brand communications!

Submit your best cases in five award sections:
Maggi.jpgMaggi Noodles, Nestle India's flagship brand, has dominated the Indian instant noodles market for nearly three decades. During that time, Maggi has made some memorable communications. Keeping that tradition alive Maggi recently launched its new brand campaign for Masala Noodles. The campaign by Publicis South Asia celebrates the age old bond between mother and child with a new age twist.

VIEW SPOT ONE
VIEW SPOT TWO (In Hindi)
Won't.jpgIndia won the last cricket world cup in 2011 and they are not going to give the cup back without a fight.

Lowe & Partners Mumbai have created a powerful tvc promoting live coverage of the 2015 ICC Cricket World Cup on Star Sports.

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Alfa_Arcade_July2014.jpgSince Arcade opened its doors in Indonesia less than a year ago, it has netted the critical digital business for many of Unilever's major brands including; Rexona, Cornetto, POND'S, Closeup, Vaseline Men and Bango. Adding recent project work for Wall's and Pepsodent. The latest Unilever brand to join these iconic names in the Arcade stable is IOMA, the precision skincare range that's been revolutionizing skincare in Europe - and now in Southeast Asia.

Created by scientist Dr Jean Michel Karam as recently as 2010, IOMA uses complex electronic components that can detect physical phenomena and customize skincare to exactly match the user's needs.

After opening its first concept store Revelation in Jakarta last year, IOMA plans to expand and widen its appeal through a new approach developed specifically for Indonesia by Arcade.

Vincent Digonnet.jpgRazorfish APAC has appointed Vincent Digonnet, former Executive Chairman APAC, as the new Chief Growth and Transformation Officer in Razorfish's International network. In this new role, Digonnet (pictured left) will work to replicate Razorfish's growth and transformation success in APAC, sharing the innovations and business practices of Asia with the rest of the international Razorfish network and clients.

On the success of Razorfish in the Asia Pacific region, Michael Karg, CEO International, Razorfish said, "In 2015, Razorfish stands as the only agency formally recognized as a leader by both Gartner and Forrester. Our APAC teams are now the established partners of choice for global brands and technology collaborators." On Digonnet's contribution to this success, Karg added, "The transformation of our APAC business was driven by Vincent Digonnet. Since joining to lead the Razorfish APAC team in 2010, Vincent has fundamentally transformed our operations in APAC. Under Vincent's visionary leadership, growth at Razorfish in APAC has doubled."
JesseCoulterLIA.jpg
Jesse Coulter, co-chief creative officer of CAA Marketing, a division of leading entertainment and sports agency, Creative Artists Agency (CAA), has been named the 2015 London International Awards (LIA) Branded Entertainment jury president.  

Introduced by LIA as a stand-alone category in 2014, Branded Entertainment awards creativity and the power of the idea across films, television programming, live events, audio, gaming and music videos that engage consumers by entertaining them, rather than through traditional advertising.  LIA defines Branded Entertainment as an entertainment-based vehicle that is funded by and complementary to a brand's marketing strategy.
WIN.jpgL&K Saatchi & Saatchi has conceptualized and created the latest tvc for Reebok's One Hour Campaign with MS Dhoni, captain of the Indian Cricket team, to create a movement to get India fit. The spot targets not just athletes and sports peope but every Indian to so spare 'One Hour' to get fit.

The insight was that everyone always complains about not having time. And when you think about it, you just need one hour every day to get fit. The creative execution borrowed on MSD's role as a leader. And when you are a leader, there are numerous demands made on you. Here's an icon like MSD now making a demand on India.

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Jane2.jpgEveryone loves a clever little girl who knows a dozen foreign languages, until the truth reveals itself.

Lowe & Partners Singapore have created a tvc to raise awareness on commercial sex exploitation for ECPAT, a non-government organisation in Asia, helping to end child sex tourism.

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Coffee.jpgThis Cheil India print campaign for the Gates Eth Foundation gives help to women who are in abusive situations.

Credits - Chief Creative Officer: Nima Namchu. Group Creative Director/Copywriter: Simran Sahni. Group Creative Director/Art Director: Anupama Ramaswamy. Photographer: Mukul Raut.
steve-walls.jpgSteve Walls has moved from Ogilvy & Mather to become Head of Planning at Saatchi & Saatchi Singapore.
 
Walls (pictured left) is the first senior hire by Shannon Cullum since he took the helm as CEO of Saatchi & Saatchi Singapore in late 2014.
 
"Steve is here to do what he does best - make wonderful work," said Cullum. "Inspired thinking begets inspiring creative, and I know Steve will quickly become essential to both our creatives and clients."
 
Walls' career has seen him develop effective and impactfull strategies for both brands and agency. He has worked at AMV BBDO North America, JWT, "WhatIf", BBH London/Singapore and Publicis, where his clients included BMW, Castrol, CNBC-Asia, JetBlue, Johnnie Walker, Nestle, SingTel, Smirnoff and Unilever.
 
"The Saatchi creative department is young, talented and hungry" said Walls. "I look forward to helping them create some awesome advertising on some equally awesome clients".
Anita Kanal_Dentsu Singapore_Sr VP.jpgDentsu Singapore has appointed industry veteran, Anita Kanal as Senior Vice President reporting to Rosalynn Tay, Chief Executive Officer, Dentsu Singapore and Dentsu Aegis Network Singapore.

"I am thrilled to welcome Anita to our team," said Tay. "She shares our values and our vision to innovate the way brands are built, and she places the same strong emphasis as we do on our clients' experience. She has a proven track record for transforming businesses."

Kanal (pictured left) will have oversight of the strategic direction, expansion and operations of the planning and media teams. Dentsu Singapore, in the last six months has experienced a transformational change, with the organization introducing an internal reignite plan, aligning its vision and focus of creating a unified network. The agency has bagged multiple industry awards, including marketing agency of the year, and scaled as thought leaders in the public sector division, winning accounts like The Republic of Singapore Navy and Land Transport Authority.
Boy.jpgWatch the story of a boy named Tan Kao Sheng, in a spot from Leo Burnett Malaysia who goes on a journey to discover the meaning behind his name. This Chinese New Year, let's take the opportunity to reflect and reconnect with our birth names. What does it mean? What's the story behind it? Together, let's wear our name with pride and join the #ThisIsMyName movement.

WATCH THE FACES SPOT
WATCH THE NAME SPOT
BBDO Bangkok - Thipayachand.jpgFollowing three consecutive years of growth, BBDO and Proximity Thailand has made an addition to their senior management team. Thipayachand Hasdin joins as Chief Client Officer to drive stronger partnerships and new business development. She will report directly to the CEO, Somkiat Larptanunchaiwong.

Hasdin was previously General Manager at Alpha245, The Leo Burnett Group Thailand, where she doubled the size of the business despite the last two years being challenging for the Thai market.

Her 15 years' experience in advertising includes working with both international and local clients such as Diageo, Unilever, Coca-Cola, Singha Beer, Tesco and True, to name a few.
Abhijit Das.jpgAbhijit Das has joined Grey Group Malaysia as Head of Planning. Das (pictured left) joins Grey from Leo Burnett Vietnam where he set up planning and led the agency to multiple wins at the Campaign Asia Agency of the Year Awards, two years in a row, MMA, AMES and APPIES. He led the strategy for Pfizer's launch of Healthcare Portfolio, Canon's first ever local campaign and other notably effective campaigns for Samsung, Tiger, P&G and VP Bank.

Prior to Leo Burnett Vietnam, Das spent 12 years of his professional career in India where he worked at Bates India, Reprise Media and Webchutney Studio. He names entrepreneurship, digital advertising and strategic planning as the key chapters of his career and the impetus that has enabled him to appreciate various dimensions of creativity.

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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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