Opinion

The week in review: The scramble to piggyback #AppleLive | Philips opens digital war room in Singapore | Will OLIVER’s in-house agency model work in Asia? | Client to media agencies: ‘Grow up’ and stop arbitrage | Bookbook iPhone parody goes viral | Twitter hires Indonesia boss

Mumbrella Asia logoIn a week in which Philips launched a digital command centre and in-house agency OLIVER opened for business in Singapore, Apple got everyone in a frenzy when it launched new phones and a watch, Twitter hired an Indonesia boss, BBH’s ‘Bookbook’ parody video for Ikea went viral, and the head of media innovation for Mondelez said media agencies needed to “grow up” and be more transparent about the money they make through agency trading desks.

Story of the week

HTC's #Apple tweet

HTC’s #Apple tweet

. One of the most hyped launches in recent marketing memory, of the iPhone 6, iOS8 and Apple Watch, turned into a scramble by the industry to give their version of what it means for consumers and marketers.

Media agency Starcom hailed the “shift from attention to details to attention to personalization”, and pointed out that Samsung, a Starcom client, had been first with wearable tech. Research firm TNS observed that Apple, “Rather than enjoying its usual first-mover advantage, [Apple] will need to play catch-up in the densely populated phablet market”. Waggener Edstrom released data that showed that iPhone is up against it in China because of the popularity of local Xiaomi. And a PR agency depicted the contest between the iPhone 6 Plus and competitors Google Nexus 5, Samsung Galaxy Note 4 and Sony Xperia Z3 as a boxing match named ‘Smartphone Battle Royale 2014‘ to promote its client Prezi’s presentation software.

Countless brands – rivals and non-rivals – piggybacked #AppleLive too, with the likes of Nissan, HTC, Sony, Nokia, Carlsberg and McDonald’s taking to Twitter to welcome the most eagerly awaited product releases of the year.

Experts concluded that the new iPhones – with larger screens, near field communication technology and a payment system – meant that video and contactless commerce were the big winners. Blonde3 founder Nic Hodges said the increased screen sizes could spell the death of tablets.

Quotes of the week

Philips APAC CMO Damien Cummings on the launch of the electronics giant’s digital command centre in Singapore:

This is the way marketing will be done in the future, and the way agencies will be set up in the future.

Pete Mitchell, the global media innovation director at Mondelez International, did not hold back in his assessment of a perceived lack of transparency in agency trading desks trading online media. He also said what he thought to the media buying function in the coming years:

Clients need to pay for data, not the buying cycle. Soon all media buying will be machine-based, and there will be no value in buying, only in thought and strategy.

James Sowden, the head of strategy at BBH, the agency behind Ikea’s iPhone parody viral video, in an interview with Mumbrella on the thinking behind the campaign, said:

The film pokes fun at the fact that we have moved so far away from physical content in our daily lives, and maybe prompts the question ‘have we moved too far?’

Qiao Mu, a professor of media studies at Beijing Foreign Studies University told the FT about corruption in the Chinese press:

If you want more good news, you need to pay; if you want less or no bad news, you need to pay as well.

Best work

NTUC Income. How will the future you thank you, asks the insurance and financial firm of Singaporeans. Possibly with a big hug…

Sony Xperia C3. #MorningSelfie

The Malay Mail. Are Malaysians racist, the paper asked, with a video to mark Malaysia Day that featured people who thought they were being interviewed for a reality TV show.

Siemens. Turning to social sites such as Weibo to promote its dishwasher, the electronic giants attempted to create an internet meme with the phrase, “I do not want to wash the dishes” in China.

Siemens dishwashers

Apple. A fairly hackneyed nod to 2001 A Space Oddessy, but this is all about the product, not the ad.

Teenagers Fund. Saatchi & Saatchi and client Buick teamed up to to help improve the state of parenting in China.

Save the Children. A call to parents to teach their kids how to read.

Paddy Power. How to kick homophobia out of football?

Worst ad

Surulac-S. The way to endear women to a constipation treatment… pink poo?

Pink poo digestive agency for women

Best-read story on Mumbrella

Spotify Asia’s head of new markets Sriram Krishnan joins Humin

Good week for…

Twitter and Rick Mulia. The highly regarded ad tech exec, currently VP of media and advertising solutions at online travel firm Wego, is to join the microblogging service to lead its soon-to-launch Indonesian operation in November, Mumbrella revealed today.

Prasoon Joshi. The current boss of McCann’s South Asia operation, and a famed Bollywood scriptwriter, was promoted to APAC chairman. He will work alongside president Charles Cadell, the agency has said.

Nissan Royal Baby tweetNissan and digital agency Digitas LBi. The Japanese carmaker took just seven minutes to respond to the news of the Royal baby, tweeting: “It could be triplets and there would *still* be enough room for the Queen.”

TBWA. The Omnicom agency landed global creative duties for Airbnb.

Ogilvy. The agency won a foothold on the Coca-Cola business in the Philippines, an account long held by McCann, with OgilvyOne winning the digital marketing brief. OgilvyOne Mumbai was named among the world’s ‘smartest’ digital agencies in a ranking of effectiveness awards won by ad research outfit Warc.

OMD Hong Kong. Was also named in Warc’s ranking of the world’s most effective agencies, for media.

Indonesia’s ad market. Media agency Dentsu Aegis Network predicts that Indonesia will grow faster than any other market in Asia next year, with 26.2 per cent growth expected next year. Next fastest growing is Vietnam. Slowest is Australia, with just 0.1 per cent growth expected next year.

JWT Tokyo and Ogilvy & Mather Malaysia. The only two agencies to make the shorlist of the UK’s IPA Effectiveness Awards, for Lux and MILO campaigns, respectively.

Brands on Twitter. The microblogging service began testing its ‘Buy now’ button for posted ads.

Bad week for…

Pete Mitchell

Pete Mitchell

Media agency trading desks. A former media agency executive turned client, Pete Mitchell, the global media innovation director for snacks giant Mondelez, said media agencies needed to “grow up” and disclose the margins they make on online ad trade deals. This, after a WFA report revealed that 15 per cent of big-spending global advertisers had moved their programmatic buying operations away from trading desks to work directly with DSPs because they had concerns over price transparency. The day after Mumbrella reported Mitchell’s comments, it emerged that Qantas was taking its entire digital marketing function in-house, including its programmatic operation.

Rupert Murdoch

‘Did not mean to hurt Piers’

Piers Morgan. The former CNN show host was trolled by Rupert Murdoch on Twitter. He wrote: “Piers Morgan seems unemployed after failing to attract any audience in US. Seemed out of place. Once talented, now safe to ignore.” The media mogul later sort of apologised, tweeting: “Did not mean to hurt Piers Morgan. Piers a friend and a legend.”

21st Century Business Herald. It emerged that the Chinese media firm and two PR firms ran an extortion racket, offering positive coverage in return for bribes.

Prediction for next week

A Rupert Murdoch tweet means that Scotland breaks away from the United Kingdom ending a three century-old union, and he sells lots of newspapers.

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