Called One in a Billion, the campaign is the first since 72andSunny won the global account for Adidas’ sports business in 2015.
Faith in traditional media has hit an all-time low in the era of fake news and growing social media influence, with a global trust barometer revealing the public’s largest ever drop in trust across the four key institutions of media, business, government and NGO’s.
The agency is to form a specialist team between its Shanghai and Hong Kong offices on the back of the win, with an integrated campaign for the launch of the property to be rolled out in the coming months. The agency has also been tasked with developing a strategy to attract customers to both of the company’s Macau properties throughout and after the launch.
Ben McAneny joins as business director for APAC, with responsibility for DigitasLBi’s media clients, including HP Enterprises. He joins from the UK, where he spent 10 years working in agencies such as Advertising Club and Greenlight Digital. McAneny will report into Charlie Newbery, head of media for APAC.
The digital arm of integrated communications consultancy Ruder Finn Asia, RFI Studios China will be responsible for all digital campaigns and social media promotions across the region. The unit has also been tasked with designing and maintaining the event’s entire web presence.
The win follows a five-way pitch involving Dentsu, GroupM, Starcom and Carat. PHD is tasked with all media planning and buying duties, inclusive of content and digital for all Scotch products.
The acquisitions will see the network acquire the remaining 25 per cent and 15 per cent stakes in Shanghai Ogilvy & Mather Advertising and Shanghai Ogilvy & Mather Marketing Communications Consulting Co Ltd respectively. The joint ventures had been with Shanghai Advertising Limited.
Effective immediately, Wee was previously executive creative director at Ogilvy & Mather Advertising Shanghai and will report to Eugene Cheong, chief creative officer of Ogilvy & Mather Asia Pacific and Singapore. The two will work together to drive Ogilvy Singapore’s creative agenda to produce work that has both local impact and global influence.
Music is an ‘afterthought’, says BBDO Beijing creative as agency opens music studio ‘to improve standard of work’
Arthur Tsang, chief creative officer at BBDO Beijing, said soundtracks are often the forgotten component in creative work.
The observations came as BBDO Asia opened an in-house music studio in Beijing in partnership with music production firm Syn.
Ogilvy & Mather will work on a three-year project with Singapore’s Economic Development Board to develop a suite of “modern marketing services” and turn the citystate into a bastion for “digital marketing innovations for the region and beyond”.
The deal will explore the development of data analytics, customer engagement marketing, marketing automation, user experience, design, and digital media.