A new study by Magna and IPG Mediabrands predicts a thriving DOOH ad environment over the coming years.

The share of global advertising spend going to out-of-home (OOH) advertising remains stable at 6 percent, according to a new report, and it is the only offline media category to show consistent growth. This is largely down to major investment in digital OOH (or DOOH), which is growing in every environment and has seen unit numbers jump 70,000 to 300,000 worldwide in two years, and revenue increase by 30 percent.

A recent global study by Ansible into the mobile marketing offering of 3,500 brands, the Mobile Index, listed Mercari, Amazon and Domino’s as Japan’s top-performing brands respectively. They were followed by Domino’s, G-Star Raw (a surprise inclusion), Coach, Fujifilm, Adidas, SoftBank, Pizza Hut and Sony. Ansible is a mobile marketing agency under Interpublic Group.

The top 10 global performers were Target, Amazon, Expedia, Airbnb, Microsoft, Agoda, Lazada, Vodafone, Adidas and Netflix. The research scored brands based on more than 380,000 data points across five key categories: discoverability, mobile optimisation, navigation and content, utility and usability, and driving desired actions.

We asked Scott McBride, chief digital officer of IPG Mediabrands Asia-Pacific, for some observations as to what set the top 10 apart.

IPG Mediabrands Australia has appointed Fiona Johnston as CEO of UM Australia. She will take over in October and replaces Ross Raeburn, who took the reins of Mediabrands’ mobile marketing business Ansible this month.

Johnston has broad experience in the media and marketing space with senior management positions in executive consulting, media and creative agencies, including a senior executive role at MediaCom.

“Choosing a new leader for UM at such an important period in the media industry’s evolution is one of the most important appointments I have considered,” IPG Mediabrands CEO Danny Bass says.

“Fiona is a very rare executive in terms of her experience and achievements. Also, having worked alongside her previously, I am fully aware of Fiona’s expertise and commercial savvy. I am delighted she has agreed to lead UM Australia.”

CK Birla Group’s Orient Electric has appointed Lodestar UM as its media agency. The account was won post a multi-agency pitch.

Lodestar UM’s Delhi office will handle the business.

Anshuman Chakravarty, head – brand and corporate communications, Orient Electric, said, “Lodestar UM’s primary consumer interaction coupled with their media recommendations presented us with a fresh perspective of creating innovative solutions which are rooted in strong audience, cultural and technological insights. Through this intense media agency selection process Lodestar UM never ceased to excite us with their willingness to learn about the category, getting into the market to un-earth the current ground level situation and using this as a platform to deliver insights for designing our strategies.”

He added, “Our ambition is to make Orient Electric the ‘most admired and respected’ consumer electrical company in our peer group. We have very high level of expectations as well as confidence in Lodestar UM to make the difference.”

Initiative’s formula for success

July 29, 2017 | Share this article

Media agency’s focus on cultural branding culminates in a sweep of MMA 2017.

TWO years ago, Initiative Malaysia was a lesser known media agency under the IPG Mediabrands network.

Today, helmed by managing director Kristine Ong, the agency has seen a rapid, strategic and determined transformation across the business, and handles some of Malaysia’s biggest brands – Maxis, Sime Darby and Maybank.

Last week, Initiative won the coveted Agency of the Year at the Malaysian Media Awards 2017 (MMA 2017), picking up seven gold, three silver, as well as the special Grand Prix award.

Sammartino joins Initiative from Dentsu Mitchell, where he was group client service director. He is a 17-year veteran of the Melbourne media market with extensive experience across the automotive, finance, FMCG and retail sectors.

Sammartino has recently led account management and strategy development on major accounts including Renault Australia, Home Hardware and Dr Oetker.

Sammartino’s key roles for Initiative Melbourne will be to help lead the connectivity between people and brands across the full communications ecosystem, thought leadership and new tools for channel planning, as well as developing up-to-date training for agency executives in channel planning fundamentals and their evolution.

Partnering Malaysia’s biggest content provider YouTube and five homegrown award-winning storytellers, we broadcasted Rojak360° films through YouTube’s 360° video-on-mobile platform. By moving their screens, viewers experienced being Malaysian, from different perspectives! For the launch, selected Maxis customers were transported into the stories through a 360° cinematic experience using VR headsets. In one story, but clearly in the cinema, viewers experienced pulling a cow into an elevator! Each story reminded Malaysians to stick together. With the 360° experience, viewers found themselves in the rainforest with a group of squabbling friends in ‘LostandFound’, and navigated their way out once they embraced each other’s differences. In ‘GadingMerah’, viewers fought alongside villagers who banded together to chase away a mythical creature causing chaos.

Initiative Media bagged nine Gold awards at the Malaysian Media Awards 2017 (MMA2017), including the special Grand Prix award and Agency of the Year award, today.

Other awards won by the agency included the Video (Television/ Cinema Screen/ Multiscreen), Digital (Online/ Interactive/ Mobile), Out of Home Media and Audio, among others.

A total of 17 awards were given out including Advertiser of the Year, which was won by Maxis Communications.