Big technology brands are the best at adapting to cultural changes with their marketing in the Asia Pacific region, according to the inaugural Initiative Cultural Velocity Index. IPG Mediabrands CEO Leigh Terry revealed the top 20 brands according to the CVI index at the Mumbrella360 Asia conference, with Apple, Google, YouTube, Microsoft, Facebook, Samsung and

The ‘laziness’ of media and advertising agencies could spell the industry’s downfall in the face of consumers’ changing brand expectations, the global CEO of Initiative has said.

Speaking at Mumbrella360 Asia on the role of culture in a consumer-centric world, Mat Baxter suggested that agencies that simply prioritise reach over relevance will be left competing for survival.

It’s so easy to get swept up by headline-grabbing technologies that might prove to be marketer must-haves, that it’s sometimes hard to remember what’s already a reality.

With that in mind, it’s far more worthwhile for marketers to instead focus on four areas that, while still emerging, are sure to be with us for the long haul: live video, cross-screen audience measurement, addressable content and location reputation.

These are among more than 30 innovations and trends in content, data and measurement, formats and platforms that are attracting attention today.

SingEx Picks UM Singapore for Media Agency Duties

October 19, 2017 | Share this article

MICE provider SingEx has appointed IPG Mediabrands’ UM as its media agency. The appointment is effective immediately and follows a pitch which saw four other agencies vying for the account. Marketing has reached out to UM and SingEx for additional comment.

Ian Fong, director marketing and communications SingEx, said in a statement that during the tender review process, SingEx was looking for a partner which understood its ambition for media and digital transformation.

“UM was selected based on its existing and proven history of media planning and buying expertise, and its ability to strategically assess and deliver a plan that will aid our transformation requirements moving forward,” Fong explained.

Meanwhile, David Haddad, managing director for Singapore said with a growing emphasis on the digital transformation of its business and communications, SingEx is committed to delivering a personalised, connected and consumer centric brand experience for its customers.

The annual Sydney NGEN Halloween party has been saved from the gallows this year by last minute contributions from media agencies Initiative and UM, as well as cinema & outdoor giant Val Morgan.

The NGEN Halloween Party is one of the industry’s most anticipated events and is usually supported financially by media owners, but this year the call for sponsors went unanswered.

NGEN e-mailed its 2,000 Sydney members in late September to announce the death (ironically) of their Halloween party.

Enter Initiative and UM.

A few calls later, the two Mediabrands agencies had teamed up with Val Morgan to raise the funds required, and the party is now back on for NGEN professionals at The Lair in Sydney’s Metro Theatre, on Thursday 26th of October.

UM Australia wins ING’s national media portfolio

October 11, 2017 | Share this article

UM Australia has retained ING Direct’s national media account after a review process that started in March this year.

The win is the first for new CEO Fiona Johnston who returned to the media agency this week after two-and-a-half years with executive consultancy Wild and Safe.

“We are immensely proud to be awarded this business from such a respected client,” said Johnston.

“I could not be more proud of the UM pitch team who have worked so hard and intelligently in helping ING work towards a clear vision for its media and customer engagement.”

IPG Mediabrands Singapore Managing Director David Haddad has been named to the Campaign Asia-Pacific 40 under 40 list which recognizes those who stand out as drivers of growth and progress, people who strive every day to bring their companies—and the industry as a whole—into tomorrow’s world.

Shashi Sinha, CEO, IPG Mediabrands India presents his viewpoint

We are living in a VUCA world – volatile, uncertain, complex and ambiguous. Nothing is as it was and the fast changing media landscape is a testimony to that. Technology enables us to decipher and navigate, as well as leverage it for success. The increasing importance of tech in advertising and marketing is evident from the share of conversations in our industry. Even at Cannes, there has been a dominant and ever increasing presence of tech companies like Instagram/Facebook, Snapchat, Google and others in the last few years.

Technology has changed how people communicate, connect, experience and discover. Media and Technology are intertwined and have a symbiotic relationship – one needs the other to grow and be successful. And to my mind this is the best thing that can happen to our industry.

Both industries cannot exist in isolation and we cannot grow and change if we don’t work in collaboration. Since technology is changing society faster than we can imagine, businesses need to evolve at an equal speed.

ALTBalaji Names Lodestar UM to Media Duties

October 5, 2017 | Share this article

ALTBalaji, a OTT platform, has assigned its media duties to Lodestar UM. The mandate includes print, television, online, out of home (OOH) and radio.

Manav Sethi, chief marketing officer, ALTBalaji, said, “At ALTBalaji, we are pushing the boundaries and changing the way people consume digital content. As the largest home-grown creator of exclusive content, we are persistently driven to do best in every sphere. We look forward to Lodestar UM’s coming on board. They command a strong understanding of media and entertainment space along with strategic and innovative solutions which will be essential in supporting our business vision.”

If there is one thing Asian marketers want out of programmatic, it is help with integration and data insights. With so much focus now on analytics, marketers will need a way to tie all the data together to drive more informed decisions.

They also want these insights to enrich storytelling across all marketing and communications activities, says Yean Cheong, Cadreon’s Asia-Pacific head of programmatic, which is part of the IPG Mediabrands agency group that manages USD$39bn (£29.1bn) in marketing budgets on behalf of its customers. The group has more than 9,000 employees across more than 130 countries.

In this Q&A with ExchangeWire, Cheong explains why she welcomes new competitors in the market and why programmatic is not the magic wand that marketers think it to be.