Initiative

IPG Mediabrands had a tremendous showing at Cannes 2017, winning 20 LIONS (4 GOLD, 6 SILVER, 10 BRONZE) and earning an additional 21 SHORTLISTS across UM and Initiative.

“Lives” a series of campaigns by UM Philippines on behalf of Fully Booked was the network’s most successful campaign, collecting 3 GOLD for its excellence in Retail & Commerce.

As we near the Cannes Lions International Festival of Creativity, Campaign India continues with its ‘Cannes Contender’ series.

The premise is: How much time really does a Cannes juror get to understand a case or piece of work s/he hasn’t come across before?

Too little. It’s up to us to help them get acquainted with the good work prior. We present here entries from Indian/South Asian agencies that their creators believe will be in contention for Lions at the 2017 International Festival of Creativity, Cannes.

Lodestar UM – IPG Mediabrands has one such contender.

Amit Sutha, managing director of Ensemble Worldwide and Universal McCann, follows three simple principles. Firstly, he stays calm in all situations, secondly focuses on innovation (because that’s the key to growth), and thirdly ensures that that every team members has been trained to replace his boss.

“We work in a rather frantic industry where things tend to get really heated. This is an industry where a calm head in crisis is pretty valuable. You have to be a leader that is there for the team. In good but especially at the tough times. As a leader you need to be that person your team can always turn to for solutions,” said Sutha.

Moving forward, he believes that being great at “business as usual” will allow agencies to sustain a P&L, but real growth will only happen through innovations and being ahead of the game.

His biggest KPI is to remain in the background, to aid and to push the people in the team in such a manner that they are good enough to take over my role.

“The reason is simple,” he said. “It’s only when someone takes over my job can I go ahead and do more and this thinking percolates to all levels.” he added. In a conversation with A+M, Sutha highlights his inspiration and his challenges while pursuing a dual role in the industry.

UM Named Coach Global AOR

April 25, 2017 | Share this article

American luxury bags and accessories brand Coach has appointed UM as media agency of record for Asia.

The IPG Mediabrands won the account following a competitive pitch that began in 2016. Billings have not been disclosed.

Led from the agency’s global headquarters in New York, UM will conceptualise and deliver customised media buying and integrated planning services for Coach across nine markets in Asia and North America.

Accenture Taps UM as Global Media AOR

April 20, 2017 | Share this article

Accenture has named UM as its new global media agency of record, replacing incumbent MEC.

UM, part of IPG Mediabrands, will take on media buying and planning for the global professional services company. Roxanne Taylor, Accenture’s chief marketing and communications officer, said the company works with a team of different agencies, including TBWA Worldwide, DigitasLBi, Landor and Interbrand. She said UM fit well into that integrated team.

“I really like the fact that they’re able to help us hyper-customize and personalize and target content to engage our different key audiences,” she said. She said those audiences include clients, employees and potential recruits.

Kasha Cacy, UM’s U.S. CEO, said part of her firm’s work with Accenture will be putting relevant information into the hands of its target audiences at the right moment. “If you think about a C-level executive as they go throughout their day, there’s going to be moments where they are ready to lean in and learn about something and moments when they need bite-sized type information,” she said.

“There are also going to be triggers in the marketplace, big news happens with either a technology or a client, where there’s going to be news and information that is super relevant. The strategy we have with Accenture is how do we deliver the exact right topic of information in the right format that the C-level exec is ready to consume at the moment when they’re going to be most interested in consuming it.”

IPG Mediabrands has received an impressive total of 30 shortlists for the upcoming Festival of Media Global Awards. Coming off a strong showing at Festival of Media APAC awards, this is more testament to IPG Mediabrands’ strong global network, the shortlisted entries represent work produced by UM, Initiative, Cadreon and Ansible; with 9 of the finalists coming from the IPG Mediabrands Asia-Pacific region.

Section Category Entry title Entering Company Entering Country
CONTENT Best Branded Content Creation Award LISTERINE “Bring Out the Bold” UM Philippines
CONTENT Best Branded Content Creation Award The Person Who Changed My Life UM USA
CONTENT Best Use of Content Share a Coke, Share a Song UM USA
CONTENT Best User Generated Content Share a Coke, Share a Song UM USA
INSIGHT Best Insight Award Bittersweet Pies UM Romania
INSIGHT Best Not-For-Profit Campaign Doorstep School: A street naming event for Social Change Lodestar UM India
INSIGHT Best Targeted Campaign Clean & Clear #SeeTheRealMe Arab teens get social J3 MENA UAE
INSIGHT The Creative Use of Data Award Benadryl – Compass UM London UK
INSIGHT The Creative Use of Data Award Sound of the Suburbs UM Sydney Australia
INSIGHT The Utility/Public Service Award Bittersweet Pies UM Romania
MEDIA Best Engagement Strategy Bittersweet Pies UM Romania
MEDIA Best Engagement Strategy Short Films Potatoes Disappearing Initiative Colombia
MEDIA Best Event/Experiential Campaign Big C: At the Heart of the Matter UM Thailand
MEDIA Best Event/Experiential Campaign Doorstep School: A street naming event for Social Change Lodestar UM India
MEDIA Best Media Partnership Award Dove’s Colourful Partnership Initiative Argentina
MEDIA Best Media Partnership Award The Late Shift UM Sydney Australia
MEDIA Best Use of an Influencer A new Axe for a new man Initiative Uruguay
MEDIA Best Use of an Influencer Share a Coke, Share a Song UM USA
MEDIA Best Use of an Influencer Wiggles UM Sydney Australia
MEDIA Best Use of Traditional Media Axe Visual Radio Initiative Argentina
MEDIA Best Use of Traditional Media Sprite Cricket Stars Radio Hijack UM MENA UAE
MEDIA Best Use of Traditional Media The Late Shift UM Sydney Australia
MEDIA Best Use of Video The coolest way to freeze hunger Initiative Mexico
MEDIA The Creative Use of Media Award The Field Trip to Mars UM USA
TECHNOLOGY Best Use of Geo-Location Hyundai Dealer Stealer Ansible Australia
TECHNOLOGY Best Use of Mobile Absolut Buenos Aires UM Argentina
TECHNOLOGY Best Use of New Technology The Field Trip to Mars UM USA
TECHNOLOGY Best Use of Programmatic Technology Cleaning expert needed? Cadreon Argentina
TECHNOLOGY Best Use of Programmatic Technology Dove’s Programmatic Colours Initiative Argentina
TECHNOLOGY Best Use of Programmatic Technology The coolest way to freeze hunger Initiative Mexico

The Festival of Media APAC 2017 award winners have been released and IPG Mediabrands once again demonstrated its dynamism, collecting 13 awards for our best-in-class work.

UM and Initiative combined to earn four gold, seven silver and two bronze for cases from Australia, India, Malaysia and Thailand.

UM Sydney’s “The Late Shift” for New South Wales Transport was IPG Mediabrands’ big winner, collecting gold for Best Use of Traditional Media, Best Use of Content and The Creative Use of Media Award.

UM Sydney, Transport for New South Wales, “The Late Shift”

GOLD: Best Use of Traditional Media

GOLD: Best Use of Content

GOLD: The Creative Use of Media Award

Lodestar UM, Door Step School, “A Street Naming Event For Social Change”

GOLD: Best Non-For-Profit Campaign

SILVER: Best Event/Experiential Campaign

UM Sydney, LEGO, “Make LEGO the Star of Christmas”

SILVER: Best Communications Strategy

SILVER: The Creative Use of Media Award

Initiative Malaysia, Maxis, “Maxis Reads Minds Using ‘Zero Moment of Travel’”

SILVER: Best Targeted Campaign

Initiative Malaysia, Maxis, “Rojak 360”

SILVER: Best Use of Video

Initiative Thailand, Krungsri First Choice, “I Want Mother’s Day Too”

SILVER: Best Use of Content

UM Thailand, Big C, “At the Heart of the Matter”

SILVER: Best Use of an Influencer

Initiative Malaysia, Maxis, “Maxis Kongsi Home – Building Hope One Home at a Time”

BRONZE: The Utility/Public Service Award

UM Sydney, Art Gallery of NSW, “The Greats”

BRONZE: Best Engagement Strategy

IPG Mediabrands has received an impressive total of 26 shortlists for the upcoming Festival of Media APAC Awards. A testament to IPG Mediabrands’ strong global network, the shortlisted entries represent work produced by Ansible, Initiative, Mediabrands Society and UM.

Festival of Media APAC Shortlists

Best Communications Strategy

Make Lego the Star of Christmas for LEGO, UM Sydney

Best Engagement Strategy

Pizza Hut Mini Plate Mega Treat for Pizza Hut, UM Rally

The Greats for Art Gallery of New South Wales, UM Sydney

I Want Mother’s Day Too for Krungsri First Choice, Initiative Thailand

Best Event/Experiential Campaign

Door Step School for Door Step School, Lodestar UM

Introduce the PokeMobile for Hotlink, Initiative Malaysia

Best Non-For-Profit Campaign

Door Step School for Door Step School, Lodestar UM

Best Social Media Strategy

I Want Mother’s Day Too for Krungsri First Choice, Initiative Thailand

Best Targeted Campaign

Maxis Reads Minds Using ‘Zero Moment of Travel’ for Maxis. Initiative Malaysia

Best Use of an Influencer

Big C at the Heart of the Matter for Big C, UM Thailand

Bring Out the Bold for Listerine, UM Philppines

Best Use of Content

The Late Shift for Transportation New South Wales, UM Sydney

I Want Mother’s Day Too for Krungsri First Choice, Initiative Thailand

Best Use of Digital Media

Pizza Hut Mini Plate Mega Treat for Pizza Hut, UM Rally

Best Use of Gamification

UGG Hug for UGG. UM China

Game of S, M, L or XL for Drypers, Mediabrands Society Malaysia

Best Use of Traditional Media

The Late Shift for Transportation New South Wales, UM Sydney

Best Use of Video

Big C at the Heart of the Matter for Big C, UM Thailand

Bring Out the Bold for Listerine, UM Philppines

Rojak 360 for Maxis, Initiative Malaysia

Best Insight Award

I Want Mother’s Day Too for Krungsri First Choice, Initiative Thailand

Creative Use of Media Award

Make LEGO the Star of Christmas for LEGO, UM Sydney

The Late Shift for Transportation New South Wales, UM Sydney

Building Hope One Home at a Time for Maxis, Initiative Malaysia

The Effectiveness Award

Hyundai Dealer Stealer for Hyundai Motors, Ansible Australia

The Utility/Public Service Award

Building Hope One Home at a Time for Maxis, Initiative Malaysia

The Festival of Media APAC Awards will be handed out on March 22 in Singapore

Best of luck to all of our finalists!

Cannes Lions 2016: Make Ads Good Again

July 6, 2016 | Share this article

Given the possibilities opened up by new platforms and technology we should be in the golden age of advertising. Instead we have as an industry got stuck in the weeds, and used technology more to obfuscate than to enlighten. Understandably, consumers have had enough, and have in many cases completely blocked us out. The best

How One Pollster Correctly Predicted Brexit

July 1, 2016 | Share this article

As the world reverberates from Britain’s decision to leave the Europe Union, the shockwave making the vote all the more surprising was that no major polling company correctly predicted the outcome. Yet one new organization, Qriously, did correctly foresee what would happen. Qriously used a different technique to the established market research organizations. Qriously’s secret