AOY 2011

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A comprehensive and rigorous judging process was applied throughout this year’s Agency of the Year awards and was overseen once more by PricewaterhouseCoopers’ global partner, Marcel Fenez

50 campaign january 2012

A record number of submissions; competitive entries; the inaugural presentation of the Lifetime Achievement Award — Campaign’s Agency of the Year awards were the biggest and best

campaignasia.com

The 2011 Agency of the Year Awards represents the ninth year of PwC’s involvement with this prestigious event. I would like to thank Cam-

paign Asia-Pacific for giving us the opportunity to help, which is part of our on-going commitment to the entertainment and media industries in Asia.

After a year of significant change in 2011, this year’s awards have a more familiar look in terms of the sub-regional and regional categories.

The level of involvement in terms of the number of entrants and judges is an indicator of how actively engaged the industry is with the awards process. Such greater participation can only be good for the industry as a whole. Against this background, PwC’s task of tabulating and aggregating the judges’ scores became more onerous as well. The judging process had two phases. In the first, the judges are required to review and score each submission based on a series of criteria tailored to the individual award category to which they are assigned. These scores are submitted directly to me at PwC and are then tabulated and aggregated to identify a shortlist of finalists in the regional agency categories and to

Recognising regional excellence

The role of the awards auditors

Campaign’s Agency of the Year is the region’s most prestigious event aimed at celebrating the achievements of the Asia-Pacific advertis-

ing industry. Now in its 18th year, the competition attracted

335 entries, with 50 judges — comprising 42 top client marketers, five agency executives and three members of Campaign’s editorial team — evaluating agency and people submissions across five sub-regional markets — the performance of which counts towards the regional network awards.

Once again, shortlisted agencies in the Media and Creative Network of the Year categories were invited to make 20-minute live presentations to the regional judges in Singapore.

The aim was to give agencies an opportunity to bring their written submissions to life, and to allow the jury to raise questions.

I’d like to thank the agencies for the time and effort they put into their presentations, which allowed the judging panel to reach its final decision.

As part of Campaign’s commitment to recognis-ing excellence, we are delighted to be introducing a very special award this year — the Campaign Life-time Achievement award.

This award is aimed at celebrating the extraordi-nary individuals who have made significant contri-butions to Asia’s advertising sector, helping raise the standards and level of professionalism in the indus-try, while inspiring and mentoring future genera-tions and laying the groundwork that encourages us all to strive for excellence. It is our intention over time to create a Campaign Hall of Fame.

It is with great honour that we present the first Lifetime Achievement award to Tim Isaac for his outstanding contribution to the industry. We hon-our him for his passionate commitment, brilliant mind and persistence in pushing boundaries to change the face of Asian advertising. (See page 63)

Atifa Silk, jury chair for Agency of the Year, and editorial director, Campaign Asia-Pacific

determine the outright winners in the sub-regional agency and people categories. Results from the sub-regional agency categories contribute 50 per cent of the input into the overall regional network awards.

This year, the short-listed agencies in the regional agency categories were also required to make live presentations to the judges gathered in Singapore. Having considered the merits of each presentation the judges individually and secretly ranked each within its particular category.

My PwC partner, Greg Unsworth, personally received these ballots, which were then aggregated and checked. The outcome from this phase of judging contributed the remaining 50 per cent of points towards the regional awards. The aggregation determining the ultimate winners.

On behalf of PricewaterhouseCoopers I would like to congratulate all the 2011 winners.

Marcel Fenez is global managing partner, entertainment and media practice at PricewaterhouseCoopers

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january 2012 campaign 51

Atifa SilkEditorial director, Campaign Asia-PacificDona S. Arcillagroup head of marketing and communications, philippine savings BankIndraneel Biswasgeneral manager corporate marketing, idea cellularDavid Bleckeninsights editor, Campaign Asia-PacificDean Bramhamregional cEo southeast asia, publicis WorldwidePhilip Brettpresident, south and southeast asia, TBWa\group, southeast asiaCharles Cadellregional mD, southeast asia, australia and new Zealand, mccann WorldgroupVipul ChawlaVice-president and chief marketing officer, yum! restaurants Pengzi Chengmarketing director, motorola mobilitiesCaroline DempseyDirector of product marketing, Visa australiaBrian Fishercaltex global brand manager, chevron corpKoushik Guptagm marketing, wellness and oral health, glaxosmithKline consumer Healthcare, indiaSameer Guptachief marketing officer, gE money singaporePhilip Ho Head of marketing , Burger King singapore Cath Hodgson-Crokermarketing director csmB (acting), DellPaul HuExecutive vice-president, Land rover chinaRob Hughesglobal managing partner, client leadership, mindshare

Tim Isaacchairman asia-pacific, ogilvy & mather asia-pacificTarun JhaHead of marketing, Škoda auto indiaWei Jiangmarketing director, greater china, googleAbhimanyu LalHead of marketing, eBay indiaSulin LauHead of marketing services, Digi TelecommunicationsFiona LiaoDirector of brand and communications, prudential assurance malaysiaGary Limconnections director asia-pacific, johnson & johnsonMark Liversidgechief marketing officer, csLLan Mamarketing director, L’oréal paris, china, Limin Mamarketing director, perfetti Van melle chinaAdam Maxwellgeneral manager marketing, independent Liquor nZ and Boundary road BreweryVictor MisawaHead of brand development hair care north East asia, unilever japan customer marketing Shakir MoinasEan marketing director, coca-cola southeast asia servicesIan MoodyHead of marketing, Westpac new ZealandKellie NathanDirector of business transformation, yellow pages nZLeonardo O’GradyDirector asEan integrated marketing and communications, coca-cola asia-pacific

Magz Osbornesoutheast asia editor, Campaign Asia-PacificSandeep Palsenior director marketing, oracle asia-pacificMichael PerhaesVice-president, advertising and brand management, marina Bay sandsGrant PhillipsBusiness executive manager, nestlé KoreaJackie Pyosenior manager brand marketing operation group, Lg ElectronicsChristopher SHead of digital marketing, World Vision indiaAnto SetiadiHead of marketing, carlsberg singaporeDamyant Singh Khanoriaassistant general manager, adidas indiaZach TaubBrand director, reebok japanDave ThomasVice-president marketing, adidas japanWei Yeong Tiowregional manager (media, advertising and sponsorship), Diageo asia-pacificAshutosh TiwariExecutive vice-president strategic marketing, godrej industriesTominaga TomonobuVice-president and head of marketing, seiyu gKRavi Vishwanathchief marketing officer, apollo munich Health insuranceRahul WeldeVice-president media, unileverScott Wrightmarketing director, Frucor Beverages Amy WuTerritory gm, HK, nike HK

Regional jury… 335 entries into the agency of the year awards 2011 meant competition was tough and selecting winners harder than ever

campaignasia.com

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CAMPAIGNASIA.COM52 campaign JANUARY 2012

REGIONAL AGENCY NETWORK OF THE YEAR Sub-Regional Regional TotalNetwork HoldingCompany Points Points Points

MediaAgencyNetworkoftheYear Mindshare WPP 13 20 33OMD Omnicom 4 25 29Mediacom WPP 13 15 28PHD Omnicom 1 10 11Carat Aegis 3 5 8ZenithOptimedia Publicis 3 3

CreativeAgencyNetworkoftheYear Ogilvy&Mather WPP 5 25 30DDBGroup Omnicom 14 15 29BBDO Omnicom 2 20 22TBWA Omnicom 5 10 15LeoBurnett Publicis 6 5 11

DigitalAgencyNetworkoftheYear Isobar Aegis 5 25 30TribalDDB Omnicom 9 20 29OgilvyOne WPP 10 15 25Proximity Omnicom 8 10 18Tequila Omnicom 1 5 6

SpecialistAgencyNetworkoftheYear OgilvyPublicRelationsWorldwide WPP 5 25 30OgilvyAction WPP 3 20 23MindshareBusinessPlanning WPP 3 15 18

SUB-REGIONAL AGENCY NETWORK OF THE YEAR Australia& Greater India& NorthAsia Southeast Total NewZealand China Subcontinent (excl.GreaterChina) Asia

MediaAgencyoftheYearMediaCom 5 3 5 13Mindshare 3 5 5 13StarcomMediaVestGroup 5 5OMD 3 1 4Carat 3 3ZenithOptimedia 1 1 1 3UM 3 3PHD 1 1

CreativeAgencyoftheYearDDBGroup 5 4 5 14LeoBurnett 3 3 6JWT 5 5Ogilvy&Mather 5 5TBWA\Hakuhodo 5 5Lowe 3 3MudraCommunications 3 3ClemengerBBDO 1 1 2BBHAsia-Pacific 1 1McCannErickson 1 1

DigitalAgencyoftheYear OgilvyOne 5 5 10TribalDDB 4 5 9ClemengerProximity 5 5Isobar 5 5Mindshare 1 3 4ColensoBBDOProximity 3 3OMDDigital 3 3G2DirectInteractive 1 1Tequila 1 1

SpecialistAgencyoftheYear McCannHealthcareWorldwide 3 5 8Interbrand 5 5McCannHumanCare 5 5MudraMax 5 5OgilvyPublicRelationsWorldwide 5 5MindshareBusinessPlanning 3 3OgilvyAction 3 3RAPPShanghai 3 3DDBHealthandLifestyle 1 1Eardrum 1 1iProspect 1 1Proximity 1 1

Points were awarded for first to fifth place winners in all network categories. The scores from the network agency categories were added to the scores from the sub-regional agency categories for a final calculation for the Regional Agency Network of the Year awards. Points awarded to the sub-regional awards winners contribute to 50 per cent of the final results of the Regional Agency Network of the Year awards. For each first place: five points; for each second place: three points; for each third place: one point.

Tabulated by

Agency of the Year Awards 2011

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CAMPAIGNASIA.COM JANUARY 2012 campaign 53

Proximity, won the Asia-Pacific Account Person of the Year accolade.

Omnicom agencies took home a number of key points in the sub-regional categories, with agencies overshadowing competitors in the Australia/New Zealand sub-region, where DDB Group New Zealand picked up Creative Agency of the Year, Clemenger BBDO Proximity won Digital Agency of the Year, and Interbrand Sydney received the

Specialist of the Year accolade. In Greater China, its agencies were runner-ups to WPP agencies JWT and OgilvyOne in the Creative and Digital Agency of the Year categories respectively. In India, OMD Digital placed second in the Digital category. In North Asia, TBWA\Hakuhodo won Creative Agency of the Year. In Southeast Asia, DDB Group Singapore was awarded Creative Agency of the Year and Tribal DDB Singapore was named Digital Agency of the Year.

“Omnicom’s agencies took home key points in the sub-regions”

Omnicom has been named Campaign’s Holding Company of the Year for the second year running. The Holding Company of the Year

result is calculated by aggregating all the scores of all agencies within the holding companies group in all agency categories across both sub-regional and regional.

Every agency that is 20 per cent or more owned by a holding company contributes points to this award. For the final points calculation Creative Agency, Digital Agency and Media Agency carry 100 per cent weighting. Specialist Agency carries 50 per cent weighting. The score in the Regional Head of the Year is used only in the event of a tie to determine the winner of the Holding Company.

Omnicom’s agencies scored points in the Media, Creative, Digital and Specialist Network of the Year categories, giving it 110 points, while in the sub-regional categories it picked up a total of 56 points. Omnicom agencies generated a total of 167 points in the competition. Closest rival WPP came in with a total of 162 points (105 in the regional categories and 57 in the sub-regional categories).

Omnicom’s agencies were runner-ups in the Regional Creative (DDB), Media (OMD) and Digital (Tribal DDB) categories. Chris Thomas, CEO of Asia for BBDO, was awarded Asia-Pacific Agency Head of the Year, while Andy Wilson, from BBDO

Holding Company of the YearOmnicom

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place in an ‘always-on’ communications landscape. The key driver of success in 2011 was a push to become the digital powerhouse of Asia, grow its strategic planning unit, expand specialist practices and increase geographic reach.

At a sub-regional level, OgilvyOne Beijing outperformed rivals and picked up Digital Agency of the Year for Greater China. In India, the agency scored two first places — Ogilvy & Mather Mumbai

took home the Creative Agency of the Year while OgilvyOne Mumbai was named Digital Agency of the Year.

Across the board, 2011 was a year of exceptional innovation and transformation for Ogilvy & Mather Asia-Pacific under the leadership of Paul Heath and the network’s senior management team, with success in new business, awards, and key investments in people and strategies to strengthen the network’s offering in the region.

“Across the board, 2011 was a year of exceptional innovation”

Ogilvy & Mather Asia-Pacific is this year’s Agency Network of the Year for outstanding achievement that saw it dominate several

Asia-Pacific and sub-regional categories in this year’s competition.

The Agency Network of the Year result is calculated by combining the scores of all four agency categories across both sub-regional and regional. For the final points calculation Creative Agency, Digital Agency and Media Agency carry 100 per cent weighting; Specialist Agency carries 50 per cent weighting.

The WPP network picked up a total of 30 points in the various sections, including the Creative, Digital and Specialist categories across the regions — narrowly edging out Omnicom’s DDB by just one point — to take the top prize.

At a regional level, Ogilvy received the Creative Network of the Year award — impressing judges with its new business strength, focus on digital and commitment to effectiveness, talent management and training, as well as its thought leadership initiatives such as the ‘Big IdeaL’ strategic offering.

Meanwhile, Ogilvy PR was named this year’s Specialist of the Year in the Asia-Pacific regional category and the Southeast Asia sub-region. The PR agency saw a year of growth as it focused on helping clients navigate the unprecedented changes taking

network of the yearOgilvy & Mather Asia-Pacific

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*Source: Synovate PAX Survey - Since the start of the Synovate PAX survey in 1997, CNBC has consistently been the number one business and financial news channel in Asia Pacific. cnbc.com

CNBC is the No. 1 business & financial news channel across Asia Pacific*

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data has never been more ubiquitous and accessible and the opportunity is there to inform and direct creativity in thinking and prove effectiveness.

Moreover, original media thinking is forcing the agency to articulate how each relevant channel and discipline should work across the paid, owned and earned spectrum.

On the back of that thinking, and its ability to fuse data and creativity, Mindshare picked up a

significant number of awards in Asia-Pacific last year. At Cannes, the agency won a Titanium Lion for its work on Nike’s ‘Write the future’ campaign, developed in partnership with Wieden+Kennedy.

It also brought home 21 major industry awards for PepsiCo.

Other key initiatives over the year included a continued investment in talent, the launch of regional planning process Jazz, and expansion into the Korea market.

“Investment in talent… regional planning… and expansion”

Facing up to the fact that sometimes size can work against you — particularly when you’re so large across the region that you’re blocked from

pitching for major clients in nearly ever category, including the likes of Sony and Procter & Gamble — Mindshare’s strategy in 2011 was to grow organically. The GroupM media agency did this by building its services and delivering best-in-class service on its core product of media planning and buying and then building additional services that rival the best of specialist agencies. That led to overall growth of 35 per cent across the region, according to the agency.

Just 15 months ago, the odds were stacked against the agency in one of the largest markets in the region. It had lost the Unilever business, and Pepsi shortly after. There were management changes and a new CEO was brought in.

The big test for Mindshare was L’Oréal, one of the largest pieces of business ever pitched in China. Last year, its fight continued as it battled to hold on to major clients like Yum and the US$150 million Yili business. Both clients had a history of reviewing and changing agencies every two years. Mindshare retained the pair, even convincing Yum to lock in a five-year contract.

Today, Mindshare sees itself as the ‘original media thinker’. It believes that in a digitised world,

Sponsored by

media agency network of the yearMindshare Asia-Pacific

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engagement director, Ogilvy & Mather. The investment in talent didn’t stop there. Ogilvy

made headlines when it signed up Graham Fink as chief creative officer for China. In addition, Richard Copping joined as regional CD and Steve Back as chief creative officer in Singapore.

All of Ogilvy’s efforts were focused on using creativity as a catalyst for business growth. The agency won twice as many effectiveness awards in

all Asian effectiveness competitions as the next best agency. In particular, at the Asian Marketing Effectiveness awards, it won the largest number of awards across a broader spread of clients than any other agency.

Ogilvy also rolled out a series of impressive initiatives, such as ‘Big Bangalore’ — a worldclass hub operation that serves a global creative development and production centre for Lenovo in over 100 countries.

“All of Ogilvy’s efforts were focused on using creativity for growth”

Ogilvy out-performed all other creative agencies in the region to take home this year’s Creative Network of the Year award. Along with its

impressive new business record, the agency scored highly for its focus on digital, and its commitment to effectiveness, talent management and training, as well as its thought leadership initiatives such as the ‘Big IdeaL’ strategic offering.

For Ogilvy, 2011 was a year of innovation and transformation, in digital, in strategy, in talent hired and the work developed. All of which were part of its efforts to help clients achieve their growth targets throughout the year.

The agency set up 10 digital specialist practices to drive long-term growth, including Social@Ogilvy, which secured new business wins from Unilever, IBM, Ford and Shangri-La. It launched a purpose-built digital training programme called Digital DOJO, which runs across Asia and consists of more than 45 digital training modules. The agency planned to have all client-facing staff trained by 2011 year-end. That translates to 176,000 hours of training.

The agency also made key hires in 2011, including over 150 digital specialists. It brought on board John Jakubowski, regional ECD for OgilvOne; Gareth Ellen, regional planning director, Ogilvy Action; and Con Frantzeskos, regional digital

Sponsored by

creative agency network of the yearOgilvy & Mather, Asia-Pacific

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Trim Size: 239(w) x 327mm(h) Bleed Size: 247(w) x 335mm(h) Colour: 4C C:0 M:18 Y:26 K:0 C:0 M:0 Y:0 K:100

Project name: Print ad for Campagin Magazine


The agency invested in a three-year partnership with MIT Media lab globally to accelerate the scale of its innovation initiative NowLab. It acquired Filefix in Japan, and rebranded it as Isobar. It took a minority equity stake in Australian mobile specialist, TigerSpike to increase capabilities in mobile and cross-platform integration. Isobar India opened its third office in Bangalore.

The agency moved talent across Isobar/Aegis

Media agencies to allow its people to broaden their horizon through Isobar’s Leaders and Entrepreneurs Acceleration Programme (LEAP).

Isobar also put in place scales to measure the positive contribution of its social and community activities as well as the environmental impact of business. It set up a link on the Global Giving platform to the Japan Earthquake and Tsunami relief fund and helped drive donations for the Red Cross Victoria Flood relief fund.

“Won more than 70 new accounts… profitability up 50 per cent”

Following a global rebranding and under the leadership of Jean Lin, Isobar Asia-Pacific grew throughout 2011, acquiring more regional and

multi-market business. The network’s objectives included differentiating its services in creative technology, enhancing career opportunities for its people and attracting new talent. It set out to fulfill its global vision: to be a modern communications agency that brings people and brands together like never before.

The agency won more than 70 new accounts, with digital turnover growing 30 per cent and profitability 50 per cent. Digital now accounts for 24 per cent of parent group Aegis’ business.

Key wins included digital agency of record for Kellogg’s and new assignments from Xian Janssen Pharmaceutical, Moët Hennessy Diageo, P&G, Korea Telecom, Cerebos, City of Dreams, Sony Electronics and Sony Ericsson.

The agency also invested in and built strategic practice at a regional level with Arvind Sethumadhavan joining from social media specialist JamiQ to lead Isobar’s social media and data analytics capabilities; Jane Lin Baden returned to Shanghai to develop Isobar’s eCRM capabilities — and won SKII’s regional CRM assignment; and Dwayne Serjeant was promoted to regional UX leader and now leads the regional UX development.

Sponsored by

Digital agency network of the yearIsobar Asia-Pacific

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formulate a common planning approach to deliver integrated communications ideas.

Meanwhile, in China — a market where Ogilvy PR has been operating for 16 years — it formed an alliance in Mongolia and established a China Practice in the New York office to nurture China outbound prospects.

In terms of new business, the key accounts picked up included, Canon (Australia), Siemens (Australia),

Mercedes Benz (China), Wrigley (China), Malaysian airlines (Malaysia, Australia, UK) and Resorts World Sentosa (Singapore and Vietnam) among many others.

While the agency is already the largest public relations firm in markets such as China and Australia, a focus in 2011 was expansion throughout the ASEAN region, resulting in growth in Malaysia, the Philippines and Vietnam, particularly in digital and social media counsel.

“Embracing change and challenging the status quo”

Under the leadership of Steve Dahlof, Ogilvy PR saw another year of growth as it focused on helping clients navigate the unprecedented

changes taking place in an ‘always-on’ communications landscape.

The key driver of success in 2011 was a push to become the digital powerhouse of Asia, grow its strategic planning unit, expand specialist practices and increase geographic reach.

Ogilvy PR created a ‘What if’ credo in January of last year during its Leadership meeting. The idea was to push teams to think beyond what they were doing today and to give clients new ideas that were no less than a breakthrough.

On the back of this, managers designed local programmes ranging from ‘Beat your biggest fear’ to daily Facebook/blog-sharing in order to drive ‘What if’ thinking. The culture has taken root in all of Ogilvy’s offices across the region, which has fostered a culture that embraces change and challenges the status quo.

To achieve digital powerhouse status, the agency also grew its Digital Influence team, which expanded to almost 100 staff across all offices. The Hong Kong regional hub team became an incubator of emerging digital talent.

A global cross-discipline operating system called Fusion was also launched early in the year, to

Specialist Agency Network of the YearOgilvy Public Relations Worldwide, Asia-Pacific

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instrumental role in developing the Ball Partnership’s fortunes. As chairman, he worked directly with French, forming an improbable but highly successful double act. His long career with Ogilvy only began in 1995, when he joined the agency in Hong Kong as regional director.

He returned to Singapore five years later, becoming regional vice-chairman and moving to Bangkok as chairman for Thailand in 2002. He was

elected to the worldwide board in 2005 and as regional chairman in 2009, and became regional chairman of Bates last year.

“Tim is a scholar, a gentleman and a golfer! He’s also a consummate communications pro, whose good sense and sharp mind takes us invariably to better places. He also loves Asia and the Asian communications industry: he has served both brilliantly throughout his career,” Miles Young, global CEO of Ogily & Mather applauds.

“A scholar, a gentleman, a golfer… a consumate communications pro”

Tim Isaac came to Asia when the creative revolution — led by Neil French — was just beginning. Twenty-five years have passed since

then, bringing with them a number of significant changes, but Isaac is still here.

It was a mixture of fate and adventurous spirit that brought him to Asia. Now regional chairman of Bates, his career in advertising has come almost full circle, having started at Bates UK. He later moved to Saatchi & Saatchi, then to Leo Burnett, where he became a director of the agency, and subsequently to Lintas as client services director.

Life in London’s adland in the 1980s was no bad thing. The industry was at its peak in the UK and the capital was seen as the centre of the advertising universe. Yet Isaac claims to have made the decision to move to Asia after attending a talk by then Prime Minister, Edward Heath.

The angle of the talk was that Western leaders were for the most part oblivious to the opportunities offered by a rising Asia. “He was so utterly convincing that I got on a plane to Singapore and never looked back,” Isaac recalls. His decision would have been regarded with some scepticism, if not as outright career suicide. In hindsight, it turned out to be one of the most astute moves an advertising executive could have made.

Upon surfacing in Singapore, Isaac played an

Lifetime achievement awardTim Isaac

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The BBC.com’s geo-targeted editions are meeting the growing demand for trusted and impartial local news, sport, business, weather and Asia-focused features like Generation Asia and Start-Up Stories China.

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To experience your local edition, log on to bbc.com. For advertising enquires, email [email protected].*Source: comScore Media Metrix (unified), Asia Pacific, July 2011.

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for Volkswagen for Proximity in China, a win that required establishing a new agency of 60 people within three months and producing one of the largest social media projects in China.

In May, Thomas was appointed chairman of Proximity Worldwide. He restructured the worldwide board, launched a creative council, set up a worldwide executive team and developed a reinvigorated positioning for the network. A few

months later, he added the Middle East and Africa to his responsibilities, which included overseeing Impact BBDO (including Porter Novelli and OMD) in the Middle East. In Asia, among other initiatives, he dissolved the long-standing affiliate agreement in Sri Lanka and launched BBDO Lanka as an equity-based BBDO office. He managed the separation process and set up as the agency transferred its regional client Fonterra (the largest FMCG advertiser in the country) to the new entity.

“Talented people properly motivated produce the best work”

Six years ago, Chris Thomas set out his vision and focus of what BBDO/Proximity Asia wanted to be —‘Not the biggest agency in the

region, but the best’. In 2011, across Asia-Pacific, creatively, BBDO/

Proximity won more Grand Prix and gold awards at Spikes Asia than any other agency. At the Asian Marketing Effectiveness Awards, the Yellow Pages ‘Hidden Pizza Restaurant’ won nine awards, including the platinum prize.

BBDO’s success in both creativity and effectiveness has cemented Thomas’ reputation as one of the top performing CEOs in the region.

He believes that talented people, properly motivated, will produce the best work. From that profits will follow. And, he has built a reputation for crafting solutions for clients, and ensuring business is won on the back of great creative work and operationally sound solutions. He is committed to being a client-facing CEO, and doesn’t believe in working ‘behind the scenes’.

In 2011, Thomas led major pitches, acted as the guarantor of resources and as an advisor. On every major pitch, he crafted the strategy — whether it was a global alignment in which Asia played a role, such as SC Johnson, or a regional account such as RIM BlackBerry that required multiple agencies to contribute to the work. He personally led the pitch

Sponsored by

Asia-Pacific Agency Head of the YearChris Thomas

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Al Jazeera Network broadcasts to 200 million households worldwide

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included the development of a communications model that aims to achieve scale, loyalty and advocacy, such as The Anlene Movement — a movement that galvanised consumers, NGOs and governments around the dangers and threats of osteoporosis through a series of mass exercise events in 20 cities, delivering sustained growth of 20 per cent for Anlene dairy products.

Wilson also rolled out a unique engagement

planning tool called ‘MomentWork’ for planners and clients to identify the most appropriate time and place to present audiences with a marketing message or story.

Alan Fitzsimmons, GM customer and business development, Fonterra Brands, says: “Over the past five years, Andy has truly earned his place as our most trusted strategic advisor. We have built brands, entered new markets and delivered some fantastic business results together.”

“Has earned his place as our most trusted strategic advisor”

Andy Wilson is head of planning, BBDO Proximity and chairman of the Asia Planning Council — leading planners in key regional

markets to develop innovative and effective communications strategies. Under his leadership, BBDO Proximity was the most awarded network at this year’s Asian Marketing Effectiveness Awards, winning 13 awards, including the platinum and five golds. The agency also picked up two gold Lions for effectiveness at Cannes.

Wilson leads strategy from the front and is personally engaged with campaign development. In 2011, he led the successful SC Johnson pitch out of Asia, which resulted in BBDO Proximity being awarded the pest control business worldwide. His track record of success on accounts has seen him extend his remit from an Asia-Pacific role to a global role. He now leads global strategic development on Fonterra, FedEx, Johnson’s and SC Johnson.

Wilson believes game-changing effectiveness has creativity at its core. He has been able to implement new ideas and approaches from his collaborative style of leadership, constantly driving alignment and participation from all around him, from clients to creative teams.

In addition, Wilson pioneered and implemented new models of communication based on research into different fields of consumer behaviour. This

Sponsored by

Asia-Pacific Account Person of the YearAndy Wilson

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Reaching Asia’s Unreachable

As the region’s leading business news in print, online and on mobile, The Wall Street Journal Asia reaches Asia’s affluent business leaders and decision makers where they live, work and play – anytime, anywhere. With the highest print circulation of any international daily in the region and an ever-expanding portfolio of online, mobile and tablet platforms, it’s no surprise that The Wall Street Journal Asia has been named the “most important business reading” by Asia’s business elite.*

To find out more about integrated advertising solutions, please contact your Dow Jones sales representative at [email protected] or call: Hong Kong 852-2831 2504; Singapore 65-6415 4300; Tokyo 81-3 6269 2701.

*Source: BE:Asia 2011

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impact of his work has earned him the trust of senior stakeholders in the Unilever business. He is able to influence the organisation at multiple levels, building strong relationships at every level on the client side.

MacManus has also led a number of educational and training sessions across the region. In fact, he established Mindshare’s first pan-regional digital network, sharing best practices and learnings

across teams. Rahul Welde, vice-president of media Unilever

for AMEA, Turkey and Russia, says: “Liam is an impressive media professional and has made strong contributions in very quick time. He has helped us drive significant change through his expertise and creative energy. He has good understanding of communication planning as well as media trends and developments. He has an excellent grip on the digital media opportunities and challenges.”

“Performs at the highest level when it matters most”

Performing on stage at Wembley Arena in front of 15,000 people at first may seem a million miles away from the life of a media planner.

But Liam MacManus thrives on being the exception to the rule. His transformation from professional drummer to leading Unilever’s adaptation to the fast-moving media environment for Mindshare in Asia highlights how skills learnt in one industry can be relevant to another.

Who better to bring creative brand ideas to life, than someone steeped in a heritage of original thinking, adept at re-invention and with a track record of performing at the highest level when it matters most.

As part of the Australia Unilever pitch a year ago, MacManus led the regional support for the local team, bringing vital insights and plugging into the strategy team. He devised the pitch strategy, which built on the platform of data-driven insights and original thinking. His substantial contribution led to Unilever Australia insisting that he lead strategy for the first three months.

MacManus also designed the Unilever Media Lab to help company marketers better understand how their consumers interact with technology and digital media. The space also housed interactive technology to allow for the vast differences in media landscape across markets and categories. The

Sponsored by

asia-pacific media planner/Buyer of the yearLiam MacManus

AOY_Planner_Buyer.indd 2 12/16/11 6:40 PM

We look forward to challenging you for the title next year.

Dentsu in Greater China

Beijing DentsuMedia PaletteDentsu TOPBeijing Oriental Rihai&c.Zhongying Dentsu TecBrandMaxDentsu BlueFocusSinomonitorDentsu Hong KongDentsu Media Hong KongDentsu TaiwanDentsu KuohuaMedia Palette Taiwan

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story about two individuals. The pairing was to signify unity, and to show that creativity and individuality have no boundaries.

Grace Wong, senior director, head of marketing, Gap China says: “Gap has always been a supporter of self-expression and embracing one’s individual style. Many of our past iconic campaigns have celebrated this — and this campaign is a great evolution of this heritage.”

Nils Andersson, chief creative officer at Y&R China adds: “‘Let’s Gap together’ is not just a campaign, it resists the traditional way of doing fashion campaigns. It’s about breaking boundaries of two different cultures by finding common ground.” The launch of Gap China attracted more than US$3 million worth of media coverage. Awareness of the brand increased by 50 per cent in just four months, attracting 2.2 million consumers online, boasting almost 300,000 re-Tweets.

“Creativity and individuality have no boundaries”

In November 2010, iconic US fashion brand Gap launched in China, opening four stores in Beijing and Shanghai. An online retail store was also launched (www.

gap.cn), making Gap clothes immediately available to customers throughout China.

But entering a fast-changing market where consumers are faced with a breadth of choice was challenging, and building brand loyalty proved even more difficult. Gap was also facing a problem of low brand awareness — around 30 per cent compared to up to 98 per cent in the US.

So the challenge for Gap China was not only to make the brand relevant for local consumers, but also to promote the culture and heritage of the Gap brand story. This had to be reflected in everything from the products and pricing to strategy and marketing projects.

The solution was to roll out a high-profile campaign consisting of print and outdoor, launched in November 2010. Y&R Shanghai created the ‘Let’s Gap together’ concept and set out to position the brand as ‘cool and charismatic’ to appeal to the so-called young ‘golden generation’.

Shot by legendary American fashion photographer, Annie Leibovitz, ‘Let’s Gap together’ featured Western and Eastern faces alongside each other, with each pairing representing a unique

Brand of the yearGap China

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critical to develop ideas with our agencies that make people sit up and pay attention.”

The key was to balance radical new ideas with common sense. “Radical ideas enable us to cut through today’s cluttered environment and stand out from the rest,” he says.

“But there is the need to do our sanity checks to ensure our ideas will not backfire. Radical ideas create negative impact if not executed properly, so

we take calculated risks.”These radical ideas can come from anywhere,

according to Chong. “Three things to keep in mind when embarking

on any marketing campaign is: be clear before you are clever; be open-minded and willing to take risks; and be connected and grounded.”

And, Chong adds, centre everything on a strong marketing team. “Without a strong team, I wouldn’t have been able to achieve this.”

“Radical ideas cut through today’s cluttered environment”

Oliver Chong, marketing manager at StarHub Singapore has led award-winning initiatives like the ‘Musical fitting rooms’ and ‘Musical

moodbox’ campaigns for StarHub. Chong’s biggest contribution to the marketing process was to break down the silos between mobile, broadband and cable TV offerings.

“When I first landed the job, life was tough but exciting,” says Chong. “We had a great team, and our focus was clear and crisp. Because of that, we had a good time exploring and executing new marketing ideas and had good brand traction.” Things took a 180-degree turn when StarHub and the then Singapore Cable Vision (SCV) merged. “We had a mobile business, a broadband business and a pay-TV business all coming together. The challenge was how we could differentiate the merged entity.”

The concept of ‘hubbing’ not only solved the problem, it “shook up” the competitive landscape. “It has since evolved into a positioning where ‘hubbing’ is a socially engaging brand that connects with consumers. Our first interactive ‘Hub it’ brand campaign has won us some medals.”

These breakthrough campaigns were made possible by StarHub’s willingness to take “calculated risks with radical brand ideas”, says Chong. “It has always been easy to fall back on old, tried-and-tested approaches to marketing, but it’s

client marketer of the yearOliver Chong

Sponsored by

AOY_Client Marketer.indd 2 12/16/11 6:41 PM

Circulation.

The Pulse of Global Business. With our new Asia and Europe editions, Bloomberg Businessweek has an increased rate base, unmatched resources, and more original content than ever. Tap into our momentum.

© 2012 Bloomberg L.P. All rights reserved.

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GREATER CHINA

Starcom MediaVest Group (SMG) Shanghai had one of its best years ever, with billings growing 30 per cent year-on-year. It won 23 new

business pitches, including blue-chip brands such as China Telecom, Longchamp, Johnnie Walker Blue Label, Hotels.com and Tourism NZ. Additionally, it saw stellar organic growth, an 18 per cent increase over the previous period. Much growth came in digital and branded entertainment. Digital, including search, saw a 72 per cent jump year-on-year, mostly on the back of the agency securing digital clients such as Hotels.com, General Motors, General Electric and Novartis HR. VivaKi, SMG’s buying unit, is now the third largest 4A buyer of digital media in China while the agency’s branded content and entertainment unit, LiquidThread saw a 300 per cent increase, representing the highest growth across 20 markets.

In 2011, SMG China launched MediaVest Shanghai. The agency, fuelled by its ‘truth and design’ POV offers a range of tools and already counts Diageo, Shanghai Jahwa and General Mills International among its clients.

A key highlight for the agency in 2011 was retaining the Coca-Cola business.

SMG has positioned itself as the ‘human experience company’, with a mission to simplify human understanding to deliver meaningful brand experiences in real-time. As part of this, strategists are based in Beijing, Shanghai and Guangzhou to

In 2011, JWT Shanghai not only reinforced its reputation as a centre of creative excellence but also emerged as a mainland powerhouse on a

global, regional and local level. Global recognition came with JWT Shanghai’s

stellar performance at the 2011 Cannes Lions Festival. It was a historic moment at the festival — not only for the agency, but the China market — when JWT clinched the most coveted advertising award, a Grand Prix Lion, demonstrating the rise of Chinese creativity on the world stage.

In addition, the Samsonite and Anta work saw JWT take home three gold Lions, a silver Lion and two bronzes, making JWT Shanghai the most awarded agency in Cannes from the Greater China region.

International recognition continued for JWT, with the agency’s strong showing at the 2011 London International Awards, where it picked up a Grand Prix and three gold awards.

Regionally, at Spikes Asia this year, JWT made history yet again when it became the first agency to win three Grand Prix Spikes in a year. It took home 10 awards in total, and was the most awarded agency from the Greater China region.

But it wasn’t all about awards. The agency invested in training programmes at all levels. It saw a dramatic increase in revenue, and both organic growth and new business increased significantly. New business wins included Denizen, Haier, Casarte, Kholer, GNC, Shiseido and Scheisser

develop ideation workshops for key clients using proprietary techniques. SMG’s Yangtze Study, meanwhile, was the largest lower tier study ever to be conducted by an agency on the mainland, and uncovered consumer behaviour and media consumption insights across China. Among many industry-leading initiatives, the agency is also working with VAV/ComScore to measure exposures across multiple screens.

among others.And while client and agency relationships in

China are notoriously short (an average of 2.7 years), JWT Shanghai’s average relationship for a retained client is 6.1 years.

It has achieved that commitment from clients by investing in its strategic planning to develop effective creative solutions that give clients the results they want.

media agency Starcom MediaVest Group, Shanghai

creative agency JWT Shanghai

“A mission to simplify human

understanding”

“Demonstrating the rise of Chinese creativity on the world stage”

Sponsored by

AOY 2011_GC.indd 2 12/16/11 8:21 PM

Spotlight

If you’re a brand we’ve got it coveredwww.campaignspotlight.asia

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Spotlight.indd 1 12/9/2011 4:48 PM


Specialist Agency McCann HumanCare China (SH)

Account Person Arlene Ang

OgilvyOne moved to capture the growing strategic role of digital agencies, transforming its business from campaign-driven project

work, which decreased by 20 per cent as a proportion of revenue, to a strategic digital business partner for leading companies in China, including IBM, Intel, Lenovo, COFCO, Audi and Nestlé. The agency set out to create influential work that worked. It picked up 23 awards in both creative and effectiveness shows including One Show, Cannes and Spikes.

It reinforced its senior management team, promoting Angel Chen to president of OgilvyOne China, making her the first Chinese woman to hold this position in a 4As agency on the mainland. Yanyan Yang became digital ECD, Daniel Tao rejoined as VP, while Darren Crawford came on board as creative partner and Daqing Wang as creative director.

McCann HumanCare was launched in November 2010, and in one calendar year the business exploded. It represents over 45 per

cent of total group revenues — at a time when the healthcare divisions are growing by 28 per cent. The client roster lists 13 companies and more than 30 individual brands. The agency has won 80 per cent of its new business pitches. It now has a team of 38 in planning and creative. It has launched eight new brands this year. In July 2011, it won MengBiu Dairy’s children’s milk business after a pitch involving eight rivals. Other wins include Chiaus Q8 launch, JoyoungFun, Joyoung Piqaluyak, OSM, Suntory Oolong Tea, and Dumex.The business grew organically by over 30 per cent in six months.

In terms of traditional categories the agency has brought in prescription medicine clients, OTC brands, consumer brands, Traditional Chinese

As the digital CEO of OMG China, Ang drives the digital innovation and vision across OMD and PHD China. The OMG digital team has

160 digital experts with eight direct reports. Ang is responsible for the Intel PRC account reporting to the global team.

She champions strategic innovation, thought leadership, and operational excellence.

Ang was brought in to rebuild the team. Within two months, she managed to solve all issues, a measure of which is that the client’s agency performance strategic leadership score increased 57 per cent, and the relationship/integration management score improved 32 per cent. This resulted in a fee increase of over 75 per cent and a bonus increase of 42 per cent. Intel billings grew by 47 per cent in 2011. Intel sales in China have overtaken the US to be the number one market in

With its talent force in place, OgilvyOne scored a 75 per cent win rate at new business pitches, with five out of eight accounts handed to the agency without a pitch. In addition, the agency claims its client relationships average 8.4 years (compared to an industry average of just 2.7 years). “We’ve come

to rely on their insights into the dynamics of our industry, China and global business. Our campaigns have won awards as a result of insights they’ve uncovered,” says Mark Wang, marketing director commercial, Lenovo China.

Medicines (TCMs), medical devices, functional foods, supplements and cosmetics. Approximately 60 per cent of its business is with Chinese businesses (both state-owned and private), and 40 per cent with more traditional multinational clients.

Moreover, its clients are as geographically diverse as they are culturally, with offices in Shanghai, Beijing, Hangzhou, Hohhot, Quanzhou and Shenzen. The agency primarily services these clients from two offices in China — Shanghai with 29 staff and Beijing with nine in total.

terms of sales contribution worldwide. In addition, Ang engaged Intel to create a reward system to motivate and recognise innovation. Every quarter, OMG teams are given a chance to present innovative media ideas. The client pays for the campaign to be

run, and rewards the team with the most innovative campaign, backed by clear campaign performance metrics. Ang is also the key driver behind the growth of OMD’s Beijing office bringing in new business including ChinaHR.

“Set out to create influential work that worked”

“In one calendar year the business exploded”

“Strategic innovation, thought leadership and operational excellence”

Digital Agency OgilvyOne Beijing

Sponsored by

AOY 2011_GC.indd 4 12/19/11 1:57 PM


Creative Yang Yeo

Agency Head Melvyn Goh

Media Planner/Buyer Asmita Dubey

Yang Yeo, chief creative officer JWT’s primary role is to lead and nurture the agency’s creative and production department of 88 individuals,

setting high-standards to produce the best brand-building creative work in the region.

Along with the Shanghai management team, Yeo played a critical role in building a motivating working environment and culture for all employees, instilling passion in the agency.

Throughout 2011, he was instrumental in strengthening client relationships through great creative work.

He led and won the Levi’s Denizen regional pitch, bringing home the global assignment.

In 2011, under Yeo’s leadership, JWT Shanghai reinforced its reputation as a centre of creative excellence and emerged as the mainland powerhouse on a global, regional and local level.

Global recognition came with JWT Shanghai’s

In his current role Goh is responsible for Mindshare China’s operations, including the development of the agency’s brand, profit and

loss responsibilities, mentoring talent, and overseeing growth of both existing client relationships and new business initiatives. Goh is on the executive committee of GroupM China, as well as an executive committee member of Mindshare Worldwide. In this capacity, he contributes to the overall strategic guidance and corporate governance of GroupM China, and ensures that the group strategy trickles down. He has a total of 10 direct reports, including three office heads, three cluster-team heads, and four discipline heads (digital, business planning, PR, and finance leads).

Within his first year at Mindshare China, Goh’s leadership was instrumental in winning L’Oréal China and retaining major accounts, Yum and Yili,

Dubey is MD of Team L’Oréal, taking lead responsibility for the transition of L’Oréal China’s US$3 million account into Mindshare

China. She has actively recruited and led a team of 92 across all aspects of the media business.

Reporting to the president of Mindshare China, she is a key driver in building an effective ‘company within a company’ model.

Dubey undertook a key leadership role in Mindshare’s pitch for L’Oréal in 2010, and since then has led the transition effort in China across all aspects of account handling and management.

She moved to this new role within two weeks of the announcement, while doubling up as the head of Mindshare’s Beijing operations.

From the start of the relationship, Dubey developed a full transition plan across all sectors of the business. This included recruitment,

performance at the 2011 Cannes Lions Festival. It was a historic moment, not only for Yeo and JWT, but for China, as it picked up the coveted Grand Prix Lion for Samsonite’s ‘Heaven and hell’ campaign. The win gave mainland China its first-ever Grand Prix and demonstrated China’s rise on the creative

world stage. On top of that, JWT was recognised for its work for Anta. The WPP agency received three gold Lions, one silver, and two bronze Lions, making it the most awarded agency at Cannes from Greater China.

totaling some US$6 billion in monitored spend (CTR). In 2011, Mindshare won China’s biggest client pitch, L’Oréal. It improved client satisfaction scores and set out to transform itself for the future.

Armed with the success of winning the L’Oréal

China account, Goh dismantled the ‘traditional office structure’ and created six business clusters: three with geographic focus, and three with single-client focus. Under his leadership, the company funded staff development initiatives worth more than $ 100,000.

development of KPIs and roles and responsibilities across functions; systems development needs and reporting requirements; strategies to implement existing campaigns and the ongoing management and development of plans and initiatives, and a

transition roadmap. L’Oréal China has a projected growth of 20 per

cent year-on-year. Media is the biggest part of its investment. L’Oréal credits Mindshare and Dubey’s leadership as contributing to their business.

“Critical role in building a motivating working environment”

“Instrumental in winning and retaining major accounts”

“A key driver in building a ‘company within a company’ model”

Sponsored by

AOY 2011_GC.indd 5 12/19/11 1:57 PM


SOUTHEAST ASIA

Mindshare Singapore had four key areas of focus in 2011: revenue growth; digital growth; staff satisfaction; and lastly

client satisfaction. It set out to achieve that through its proprietary

tools to offer more consumer data to create strong competitive strategies to help its clients gain share. Along the way, the agency picked up a slew of new business, including Maple Tree Group, AtSunRise Global Chef Academy, Gold Ridge, Star Cruises and Prima Food, among others.

But it wasn’t just about new business. The agency continued to strengthen its ties with long-standing clients such as Rolex (12 years), KFC (10 years), Pizza Hut (six years), Unilever (six years), Nestlé (six years) and Nike (six years).

The agency also took an industry leadership role, educating clients in areas such as mobile.

It had been tracking Google’s venture into the mobile segment since its buy-out of Admob in 2009. From its proprietary insights tools, such as ‘3D’ and ‘Journey planner’, it knew Singaporeans had embraced the mobile lifestyle. It also believed in the massive potential of Google’s Android platform, given its mass-adoption by major smartphone makers. Armed with this knowledge, it approached Google for a joint venture to provide clarity and answers to marketers. The inaugural Mobile Marketing seminar was a success, with more than 60 marketing executives in attendance.

Mindshare took this a step further and engaged

In 2011, DDB Group Singapore laid claim to a number of accolades. These included being named the best performing agency in the region

at Cannes; picking up a Cannes gold Lion for StarHub; coming runner-up Creative Agency at Spikes Asia; having the agency’s creative leaders rank among the top five creatives in Campaign’s Creative Rankings, and be on the top 10 list worldwide in The Cannes Report 2011.

It emerged from a year of tough client business review, to reportedly retain its top 10 clients, including StarHub, Health Promotion Board, McDonald’s and RSAF. In fact, it added on 17 per cent incremental revenue from current clients for new scope of work in digital, technology UX, loyalty and brand innovation.

It won 27 out of 36 new business pitches, including some of the most high-profile pitches such as Tiger Beer, DBS Bank and Unilever. It achieved a record pitch win rate of 75 per cent. This led to a 38 per cent increase in new business revenue, surpassing the set target.

In 2011, DDB was responsible for several innovation ‘firsts’, including sgpartytime.com, which became the leading social media source for the Singapore general elections, which has been earmarked as a watershed election for the country.

DDB also broke new ground on StarHub with work in digital, tech, apps, gaming and social media. It won the Cannes gold Lion for StarHub’s Music online store, which used innovative RFID

MDA and Starhub to collaborate with them on m-content — helping to ignite the imaginations of marketers with the massive commercial potential on branded content.

Besides its outward successes, Mindshare has also invested heavily in staff training and retention programmes. The agency boasts a 12 per cent attrition rate, which is remarkably low in an industry that suffers from high turnover.

technology to engage youths with music at fashion outlets, signposting a new kind of creative excellence for the industry.

And it doesn’t stop there. StarHub also launched a brand campaign, ‘Life. Hub it!’ featuring Singapore’s first-ever interactive TV commercial, which combined cutting-edge digital technology such as visual recognition software, iPhone and Android apps, and content delivery.

media agency Mindshare Singapore

creative agency DDB Group Singapore

“Revenue and digital growth… staff and client satisfaction”

“Broke ground in digital, tech, apps, gaming and social media”

Sponsored by

AOY 2011_SEA.indd 2 12/16/11 8:22 PM


Specialist Agency Ogilvy PR Worldwide Singapore

Account Person Joe Braithwaite

Tribal DDB has grown by 100 per cent in revenue, with staff numbers rising 55 per cent from 52 to 82 in 2011.

The agency invested in tools, expertise and talents to take it beyond banner ads or website engagement. It invested in digital technologists, including four mobile and app engineers, a film content production division and social media creatives. Leon Traazil, joined as the agency’s lead strategist on the Philips and Changi Airport Digital account, bringing with him a diverse range of experience and knowledge in digital, above-the-line, below-the-line and retail aspects. The group redefined management roles so that they too would embrace digital.

In one defining stroke, Tribal DDB went seamlessly from online to through-the-line. This integrated approach, with a focus on digital, took it on a pitch-winning run that included being on the

Ogilvy PR Worldwide Singapore claims to be the fastest growing and most profitable of the WPP agencies. Its team has grown from less

than 20 executives five years ago to over 70 in 2011. This has been achieved by investing ahead of the market and on the back of proactive service that has created deep engagement and the opportunity for multiple revenue streams, from the same client.

Aside from the traditional market offering of consumer, technology, corporate and finance practices, Ogilvy PR Singapore has invested to build-out expertise in new specialisations that recognise the changed complexity of the communications landscape.

Basic digital competency is a requirement for all executives but a dedicated eight-people social media strategy team works to bring deeper client understanding. Ogilvy PR also has a dedicated crisis team and a dedicated 360/integrated health

As regional business development director, Joe Braithwaite is integral to all new business initiatives at BBDO/Proximity Singapore,

while also taking responsibility for supporting global pitches, facilitating regional pitches and leading local pitches. In addition, he is regional account director for Fonterra Brands and Guinness, and directly accountable for growing not only the client’s business but also the agency’s revenue across 10 highly disparate local markets.

For every successful global pitch, such as SC Johnson, Visa and BlackBerry, Braithwaite has been the regional single point of contact providing the necessary local insights, creative interpretations and establishing working teams that demonstrate to global clients our network’s work in Asia. Braithwaite has contributed to over US$200 million in new business billings. Over 2011 he organically

digital roster for Unilever’s Cornetto, Lipton, Fruttare, Flora and agency-of-record for DBS Bank. And it intensified its creative delivery for key clients such as Changi Airport Group, Uniqlo, Volkswagen, ION Orchard and McDonald’s. It offered clients branded content, social commerce, demand

generation marketing and earned media in a bid to deliver ROI.

The agency says that over 2011, it achieved increased billings of over US$6 million and doubled revenue over 2010.

offering, OgilvyHealth. In 2011 it established a dedicated employee engagement offering, Ogilvy Impact, and a Social Behavioural Marketing, practice. These two new practice groups recognise the need to listen to, engage with and shape

conversation among all influencers in the brand conversation. Ogilvy Impact developed and implemented a business alignment programme for SingTel and also created and implemented an employee value proposition for the 13,000 employees of Resorts World Sentosa.

grew agency revenue on the Fonterra account by 73 per cent and the agency revenue on the Guinness account by 77 per cent.

Aparajito Ram, Anlene regional brand director, Fonterra Brands, says: “What every brand director

looks for in their agency leader is intelligence, enthusiasm and most importantly the willingness to go that extra mile and in Joe Braithwaite we have all three in spades. The work has been of the highest standard and the business results have followed.”

“Tools and expertise beyond banner ads or web engagement”

“The fastest growing and most profitable of the WPP agencies”

“Work of the highest standard… business results have followed”

Digital Agency Tribal DDB Singapore

Sponsored by

AOY 2011_SEA.indd 3 12/19/11 1:59 PM


Creative Joji Jacob

Agency Head David Tang

Media Planner/Buyer Jinnarat Sampuntharat

The measure of a creative director is the difference he makes in uplifting the work, the agency and the people he works with.

Joji Jacob heads up the creative departments of DDB, Tribal DDB and Rapp Singapore, and has 104 people reporting directly to him. As group ECD of DDB Group Singapore, he has been touted as the “greatest gravity-defying act as a creative person”. He has led the agency to be the most awarded Singapore agency at Cannes, Spikes and across both creativity and effectiveness — for two years in a row.

He has taken the agency from ads and ambient to breakthrough solutions in apps, digital, content, social media, activation and tech innovations. In the quest for innovation, he has brought on a creative collaboration harnessing the best of DDB, Tribal DDB and Rapp as one integrated team.

Together with Tribal CEO Jeff Cheong, Jacob

In 2011, DDB’s president and CEO, David Tang set some remarkable goals for the group in Singapore. He wanted it to be the most

creatively-awarded agency from Singapore at Cannes and Spikes; to win a Cannes gold Lion, something which had never been achieved; to retain its top 10 clients and grow current client revenue by 15 per cent; to win new business of at least US$5 million revenue, with a 70 per cent pitch win record, and to invest and produce the most innovative work as an agency of the future.

To achieve this, Tang is chief planner, innovator and pragmatist. He has engineered an eclectic approach in creativity, focused the agency on technology to invest in over 22 technologists and challenged the 180-strong creative department towards effectiveness, pioneering new breakthrough, and has started an online merchandise store.

As part of OMD’s expansion following its most successful year in new business, Jinnarat Sampuntharat was hired at the start of 2011

and tasked with recruiting a new team. Sampuntharat went in search of people who would fit into a new workgroup responsible for a relatively technology-driven and demanding client portfolio comprising DTAC, Krungthai-AXA Insurance, Intel, Google and Soken Electronics.

In just four weeks, the majority of the candidates had confirmed their intention to join the new team. While shouldering the workload of staff who were about to join, Sampuntharat handled the majority of the year’s ‘must-win’ new business assignments, leading at least six new business pitches, among them Sony Electronics (APAC).

Sampuntharat encourages creativity, innovation and better problem-solving. Somsak W, VP of

trained and developed a pioneer batch of six integrated creative team leaders at DDB Group Singapore, which brought integration on client work to a new high. He is also a key member of DDB Regional Creative Council, to drive creative standards up across DDB offices in Asia-Pacific.

Jacob also contributes his time tutoring and lecturing at the Crowbar Awards, Lasalle School of Communication Arts, Singapore Polytechnic and the National University of Singapore, and he was a mentor at Spikes Asia.

Under Tang’s leadership, in 2011, DDB made a clean sweep of both the creative and effectiveness awards. Its top clients and revenue grew 15 per cent and it added on 17 per cent incremental revenue from current clients for new scope of work in digital,

technology UX, loyalty and brand innovation.The agency won 27 out of 36 new business

pitches. It achieved an all-time record pitch win rate of 75 per cent.

This led to a 38 per cent increase in new business revenue, surpassing the set target.

corporate brand development, DTAC says: “Jinnarat is able to anticipate our needs and through her strategic understanding and creative approach has made a significant contribution to our business relationship with OMD.” Working closely with

OMG platforms director, Sampuntharat led the development and roll-out of a new digital architecture which would generate new revenue streams for OMD and grow media share of the DTAC media business from its competitor, MEC.

“From ads and ambient to breakthrough solutions”

“Chief planner, innovator and pragmatist”

“Encourages creativity, innovation and better problem-solving”

Sponsored by

AOY 2011_SEA.indd 4 12/19/11 1:59 PM

campaignasia.com82 campaign january 2012

AUSTRALIA & NEW ZEALAND

MediaCom Australia’s three-year objective was to become the number one ranked agency in Australia. To achieve this MediaCom Sydney,

which is 55 per cent of the Australia business, had to deliver disproportionate growth, the best reputation and work that the agency and its clients would be proud of.

Reputation as measured by Recma is defined as pitch competitiveness, momentum, available resources and client profile. MediaCom Sydney was the number two ranked agency in Australia for reputation.

The GroupM agency set itself a new business target of US$125 million for the year, which it exceeded by delivering a total of $147 million of new business just through MediaCom Sydney.

This saw its share of the NSW market improve from 14.7 per cent to 19.3 per cent. It became the fastest growing agency in the market, all the more impressive given MediaCom Sydney has billings in excess of $600 million.

To achieve its 2011 objective, new business performance was vital. The agency won 84 per cent of all contested pitches (32 out of 38), 155 per cent ahead of the industry average conversion of 33 per cent, and claims to have retained $110 million out of $114 million of existing client billings to have pitched. According to the agency, it has now become the number one agency in NSW following its $70 million Westpac Banking Group win.

It also invested in its specialist units such as

After a record year in 2010 and in the midst of a tough economy, the focus for DDB Group New Zealand was to consolidate — retaining all

clients and investing in its people. While other agencies were shrinking and dealing

with staff redundancies, DDB recruited the best talent in the market to ensure it continued to deliver best-in-market services to its clients.

Aggressive goals were set by the DDB Group chief executive officer, Sandy Moore: maintain revenue, set a new record in highest profit before tax, achieve number one creative agency status in New Zealand, retain client business and drive growth from existing clients.

The agency began by winning more business and brands from key clients, such as Lion (Steinlager, Lindauer, Corbans, Lion Red), Yellow and Stihl (Stihl Shop), all of which awarded DDB additional large brands from their portfolios.

In addition, DDB Group has won entirely new business such as Salvation Army, 1Above, Cosmex and Gatorade.

Staff turn-over at the agency is at 12 per cent, lower than the industry average of 23 per cent. To ensure DDB retain as many of its quality talent as possible, it engages in dialogue with staff for the introduction of new initiatives such as the ‘Get a life’ programme to encourage people to have ‘a life’ outside of work.

It also runs a comprehensive programme called ‘Learn’ which incorporates industry training,

brand content, events and partnerships, innovation and technology and business science.

“MediaCom is a valued strategic partner of Volkswagen whose creative and integrated responses take our campaigns to the next level. MediaCom also drives an immense amount of value for us via media negotiations and are a pleasure to deal with,” notes Peter Stewart, brand communica-tions manager, Volkswagen Australia.

internal training, and external courses and international courses.

“I have always said that the great agencies are those that can perform at the top over a sustained period and the fact that we have delivered another outstanding year on the back of a record-breaking 2009/10, is what is most satisfying,” notes Marty O’Halloran, chairman DDB Australia and New Zealand.

media agency MediaCom Sydney

creative agency DDB Group New Zealand

“The fastest growing agency in the market… drives value”

“Retain all clients… invest in people… deliver best-in-market”

AOY 2011_Aus/NZ.indd 1 12/16/11 8:22 PM


Specialist Agency Interbrand Sydney

Account Person Brent Annells

Clemenger BBDO Proximity Melbourne set itself the objective of exploring new applications of technology to anticipate and solve brand and

customer problems. It saw digital as the framework and social as the

behaviour that delivers customer engagement in the multi-channel, multi-touchpoint world. The agency faced the challenge of bringing previously unconnected clients into this sphere, as well as providing more digitally-sophisticated clients with communications solutions. For Sensis, it created the ‘Renovision’ and ‘Yellovator’ campaigns, whereby it designed the technology to connect the physical and the digital (outdoor billboard and smartphone) to interact and allow one to control the other in a game format. The agency picked up a slew of new

Interbrand is a full-service brand and design agency that provides brand valuation, specialist verbal identity services, and analytics expertise

for the predictive modelling of brand performance. In 2011, it grew its service offering to match its

ambitions; innovated strategy approach for more incisive results; and integrated retail capability to focus on shopper insights, packaging and environments. It embedded its verbal identity team to provide linguistic solutions. It added motion video skills to amplify its design capability. And, it introduced an employee engagement offer to meet the need for cultural change. In fact, for Interbrand, it’s been the culmination of a three-year journey, during which time revenue has increased 254 per cent, profitability 968 per cent, and team size 317 per cent. The agency picked up Sky TV in New Zealand, the global Argyle Pink Diamonds account, McDonald’s Australia and New Zealand, Tourism

Brent Annells is responsible for the Telstra client across DDB Group Australia. He is directly responsible for US$227 million in billings and

oversees a team of just under 100 people, with 12 direct reports. Since 2008, he has established DDB Group as lead agency-of-record across brand, consumer advertising and digital. Telstra is now the biggest individual client for four DDB Group companies: DDB, Interbrand, Mango, and Tribal DDB. It is the biggest DDB Group client across Australia/New Zealand. In the past year, Telstra has increased its market share in the core mobility space from 40 per cent to 43 per cent by adding 1.66 million new customers. In helping Telstra achieve its results, Annells has gone beyond the delivery of advertising and communications solutions. He has established a product differentiator for Telstra’s pre-paid smartphone

business, including Bupa, Tourism Victoria, Pacific Brands and Mars Petcare Australia. It restructured and announced five key roles: heads of solutions design, technology, social and content, data

insights, and customer experience strategy. Clemenger Proximity maintains a small agency mentality towards its people and invests in their personal and professional development.

Australia globally and Frucor globally, among others. Mike Watson, marketing director, Sky TV, said: “We asked six agencies to pitch. Interbrand was at a completely different level to everyone else.”

The agency is commited to nurturing the

industry’s next generation and harnessing the ideas and energy of the younger members of the agency through their participation in initiatives like the Mini-management team — a youthful foil to the Senior management team, and a valuable forum for leading the agency from the ground up.

range and introduced a highly innovative approach to helping Telstra address its customer service challenge by establishing an online self-support community for its customers. “[Annells] is much more than just an account person. He is a strategic

partner, trusted advisor and somebody we share our success with. He is passionate about Telstra being successful and that comes through in everything he delivers for us,” says Inese Kingsmill, Telstra director corporate marketing.

“Exploring new technology to anticipate problems”

“Grew its offering, innovated strategy and nurtured talent”

“Beyond advertising and communications solutions”

Digital Agency Clemenger BBDO and Clemenger Proximity Melbourne

AOY 2011_Aus/NZ.indd 2 12/19/11 5:20 PM

campaignasia.com84 campaign january 2012

creative Toby Talbot

agency Head Toby Jenner

media planner/Buyer Guy Cousins/Chris Stephenson

As group ECD, Toby Talbot is responsible for integration and creative output, with a total of 30 direct reports.

In addition to his local role, Talbot sits on the DDB Worldwide Creative Council and chairs the DDB Asia-Pacific Creative Council, overseeing all creative products for the region.

He introduced ‘Bullseye’, an internal awards scheme, which sets the benchmark for the best work from the region.

Talbot has put DDB Group New Zealand on the world stage with his unrelenting commitment to harnessing the breadth of talent from across the group. He has put a spotlight on integration to ensure specialists from all disciplines are involved at every level of creative development guaranteeing the work that is produced is not only award-winning, but also effective. His investment in creative capital has paid considerable dividends

Under the leadership of chief executive officer, Toby Jenner, MediaCom has won a total of US$195.5 million new business in

Australia alone. This has seen the agency improve its share of the

market from 9.81 per cent to 11.65 per cent. Jenner took over the role of CEO for Australasia

in 2010. Prior to that, he was CEO of Australia from 2009 and MD from 2008. He currently oversees five offices with more than 300 staff, which includes nine direct reports.

Before Jenner became CEO there was no role dedicated to MediaCom’s people and it showed in its churn, which was 37 per cent.

That has changed and the agency now has a team led by Efi Richter, head of people and culture, focused on talent development.

“Toby is a brave and challenging leader who realised ahead of the market that the point of

Guy Cousins is an agent of change. Responsible for PHD NZ’s communication strategy and driving innovation, he set up a communications

strategy process (a fusion of analytics with new insights and ideation) across all major clients, and was the driving force in transforming company culture. Cousins championed training and the use of PHD’s ETNA global planning process. With these changes came success. New business wins were attributed to the quality of the strategic response, resulting in US$10 million growth in annualised billings. New clients includes HTC, Electrolux and Daikin. TV3’s CEO, Jason Paris (now chief marketing officer, Telecom NZ), says: “Guy is one of the best strategic thinkers I have worked with. He is excellent at interpreting and distilling complex information into insightful recommenda-tions that drive results quickly.”

both at local and international award shows — domestically at New Zealand-based awards shows and regionally at Spikes.

Under his guidance, DDB Group New Zealand is now one of the top five creative performers in DDB’s 206-strong network.

Amir Kassaei, chief creative officer at DDB Worldwide, says: “Toby is one of the few examples that creative leadership is a question of talent, passion and courage.” Toby Talbot will be spend 2012 seconded to DDB London

difference is our people. Not just lip-service, he has been about the right people in the right roles and fostering diversity. His support has been unwavering in nurturing and driving people to reach their potential,” says Richter.

Every member of the MediaCom agency — over 300 people — has attended at least one of its bespoke training courses, with over 83 per cent having attended two or more of the bespoke workshops it ran. On average, each employee has received 2.8 days of individual training.

“Creative leadership is talent,passion and courage”

“Brave and challenging. About the right people in the right roles”

Chris Stephenson has overall responsibility for PHD Australia’s product and shares responsibility for marketing, people

development, client innovation and new business growth. He is a passionate media thought-leader and co-author of PHD’s 2016 book. As a key and founding member of OMG’s ‘Light’ initiative, Stephenson has developed and deployed a new approach to innovative work for clients. He has also been instrumental in giving back to clients through the reinvention of PHD’s award-winning planning process ETNA for a new generation of planners, clients and brands. The global roll-out of ETNA 2.0 will see Stephenson’s influence manifest itself via the inclusion of real-time planning capabilities. He also gives back to the industry through an unfailing commitment to nurturing and coaching young and developing talent.

AOY 2011_Aus/NZ.indd 3 12/16/11 8:22 PM


NORTH ASIA

media agency MediaCom Japan

creative agency TBWA\Hakuhodo Japan

Digital agency Isobar Korea

MediaCom Japan started 2011 determined to grow its business and ensure it also gained industry recognition for leading the media

profession in the world’s number two advertising market. All this, and more, was achieved, as evidenced by solid new business results which has pushed the agency’s billings up by 40 per cent, as well as a 100 per cent retention rate of clients, with no departures in 2011.

MediaCom Japan also branched out into areas such as PR co-ordination and liaising (for client Electronic Arts), and managing third-party ad-serving. The agency kept abreast of trends, having introduced new techniques and technology to overcome the lack of digital data in the market and revolutionising the way key clients manage every stage of their communications.

Staff turnover remained lower than the industry norm at 12 per cent, with MediaCom reporting that

TBWA\Hakuhodo ended 2010 with strong organic client growth and significant new business wins. At the beginning of 2011, key

objectives were to expand competencies and offerings beyond advertising, retain top talent and add the right talent to keep up with agency growth.

Following the devastating earthquake and tsunami in March 2011, TBWA\Hakuhodo helped clients with PR and crisis management, dealing with distribution and retail challenges, and internal corporate communications, as well as Influencer Marketing. Building on a new key client relationship with P&G Japan as agency of record for Influencer Marketing and PR across all household care products, TBWA\Hakuhodo worked closely with the client during the crisis to provide support for the victims.

To continue growth in revenue, TBWA\Hakuhodo went beyond traditional advertising and

With digital convergence a high priority for clients, the challenge for Isobar Korea was to find a way to cut through the clutter. With

years of digital experience, the agency turned to a blend of insights, creativity and cutting-edge technology to achieve its goal.

With the ethos ‘Brand in mind, digital in heart’ providing the drive, Isobar Korea chalked up a series of wins, including: SK-II integrated digital service expansion and roll-out; Samsung Semiconductor website UI/UX consultancy, website development and search engine optimisation for global site; Korea Telecom annual UI/UX consultancy partnership; Kellogg’s Korea annual digital marketing agency; Kia Motors search engine optimisation, global website, mobile site, Korea website for Naver and Daum.

Isobar Korea also achieved a 20 per cent annual

none of its key staff left in 2011.Offering testimony to MediaCom Japan’s

successes and achievements, Tohru Asano, senior purchasing manager/brand building purchases at P&G credits MediaCom’s capabilities in analytics, developing new capabilities and bringing global

scale into Japan as change agent. “The combination of these three strengths enabled us to make great business choices with confidence. Given media fragmentation, these strengths are even more important for us to achieve our future goals.”

approached clients’ business through the prism of Media Arts — the orchestration of brand behaviour. At the beginning of 2011, TBWA\Hakuhodo won the PR, retail, event and digital business for adidas Japan, 16 new assignmentsthrough the year, and

added four new clients: Ikea, American Home Auto Insurance, Tourism Australia and Henkel.

Despite the natural disaster and client cutbacks in advertising budgets, TBWA\Hakuhodo saw an increase in organic growth of 115 per cent in billings and 109 per cent in revenue.

growth in revenue. The main focus on business development in 2011

not only continuously expanded the agency’s service into current accounts, but also the expansion of service markets with integrated

service areas with Isobar Korea’s capabilities. Locally, Isobar has a very strong relationship with key clients such as Korea Telecom, Procter & Gamble, Samsung Electronics, LG Telecom, BMW, Curitel and Kellogg’s.

“Solid new business results… billings up… staff retained”

“Strong organic client growth and significant new business wins”

“Experience, insights, creativity and cutting-edge technology”

AOY 2011_NA.indd 2 12/16/11 8:23 PM


Agency Head Ichiro Zama

Media Planner/Buyer Chris Myers

McCann Healthcare Worldwide Japan (MHWWJ) Tokyo began 2011 as reigning group ‘Specialty office of the year’, with

aggressive growth projections, an extensive internal training plan, and a goal to double its creative hardware wins — all were achieved, and 2011 proved to be MHWWJ’s best year on record.

Due to the immediate implementation of a business continuity plan and temporary relocation of management, key staff, and their families to Osaka following the disaster in March — MHWWJ ensured continuous delivery of services to its entire client base. Through continuous communication with McCann Worldgroup management, C-suite clients and each staff member, the agency emerged from the crisis without any losses of personnel or business.

Substantial organic growth was gained from the ‘Big 4’ clients, winning two additional Lilly brands,

As president and CEO of TBWA Hakuhodo Japan, Ichiro Zama manages five divisions within the agency and the head of each

division reports through him. Zama has strived to turn the agency into the most innovative company in Japan, with the aim of expanding the business arena beyond an ad agency.

Since being appointed as CEO in 2009, Zama has achieved continuous growth of 10 per cent year-on-year — and despite the earthquake and tsunami disaster in March 2011, revenue exceeded 10 per cent from original business plan for the period of 1 April 2010 to 31 March 2011.

Under Zama’s leadership, TBWA Hakuhodo won 16 new assignments during the period 1 November 2010 to 31 October 2011, and added four new clients. The numbers show his achievement clearly: an increase in organic growth of 15 per cent in billings, and nine per cent in revenue.

Chris Meyers heads up the insights and strategy role in MediaCom Japan, and has been one of the key architects of the growth for MediaCom

Japan in recent times.His scope is across all MediaCom’s clients,

including key accounts P&G, GSK and Dell. In addition, Meyers is also one of the two training leaders for GroupM in Japan. He set up the research and insights functions from scratch, and has turned it into a new revenue stream (growing 100 per cent year-on-year) for the agency. Meyers took on the strategic planning role for MediaCom Japan in early 2010 and has turned the unit into one of the strongest research-insights-strategy offers for clients in the country.

He is also a core member of every pitch team, and played a major role in the agency’s two biggest pitch wins recently — P&G digital and P&G planning

two additional Novartis brands (including expansion into the animal health franchise), an additional anti-infective brand from MSD, and numerous major SSP initiatives. MHWWJ won a significant research project on cancer screening, reinvigorating its relationship with the Ministry of

Health, Labour and Welfare, while McCann HumanCare, the agency’s consumer-facing division, won high-profile Omron business in India and Brazil, and Daikin business in India and China. All of this business will be managed from Japan.

Zama has also pushed change within the TBWA and Hakuhodo styles to become more cross-department and cross-functional and to accelerate the integration of people with different backgrounds.

Having worked at TBWA Chiat Day in Los Angeles, Zama understands the importance of accepting diverse cultures, embracing different values and in merging the two different agency cultures. TBWA\Hakuhodo has succeeded where numerous other joint-venture agencies failed.

consolidation in Japan. In the digital pitch, Meyers combined his research experience and knowledge of local market limitations to work through what international and home-grown research methodologies MediaCom could bring for digital

measurement in Japan for P&G. For the planning consolidation pitch, he customised the agency’s proprietary 3D database to enable it to address the client’s biggest knowledge gaps and providing innovative planning solutions.

“2011 proved to be MHWWJ’s best year on record”

“Pushed change and accelerated integration”

“One of the key architects of growth in recent times”

Specialist Agency McCann Healthcare Tokyo

AOY 2011_NA.indd 3 12/19/11 5:22 PM


INDIA & SUBCONTINENT

To deliver Mindshare’s 2011 vision of becoming its clients’ lead business partner, a number of objectives were identified in the areas of profit/

revenue, process, product and people. Maintaining the current growth rate on core

revenues allowed the agency the flexibility to invest in ‘newer’ higher margin services — with the strategy resulting in core business revenues growth of 22 per cent and value-added services growth of 42 per cent.

Paid digital was integrated as a core offering, enabling Mindshare Mumbai’s traditional channel planners to include paid digital platforms as a part of the channel mix, and empowering them to apply trading practices like rate-benchmarking and volume-buying to paid digital display advertising. Through training interventions and bringing in metrics like web GRPs, paid digital revenues grew 66 per cent in 2011.

Another target was to incubate experiential and rural marketing as a practice.

Industry veteran Dalveer Singh was hired and set up Dialogue Factory, an experiential marketing practice. In the first year of operations, Dialogue Factory returned revenues of US$1 million across seven clients and 10 projects, entering 2012 with $2 million worth of business.

Mindshare Mumbai also invested in providing the full range of owned and earned digital services across search, social, mobile and digital creative to its top 10 clients, with nearly 55 per cent of digital

Ogilvy Mumbai continues to be the largest Ogilvy office in India, and is the biggest driver and contributor to Ogilvy India’s growth and

reputation. The challenge for Ogilvy Mumbai was to further strengthen market leadership, across every evaluation parameter, and to showcase its leadership in the emerging world of new media. This it has unquestionably achieved, winning gold at the Yahoo Awards for Digital Excellence — for ZooZoos best use of social media — while the Fox Crime campaign netted gold in the integrated campaign category as well as the coveted Yahoo Big Idea Chair.

Ogilvy Mumbai’s win record on pitches stands at 90 per cent, and the agency regularly receives accolades at international awards shows such as the London International Awards, Adfest, One Show, Cannes and Spikes Asia.

The agency’s staff also maintains a high-profile within the industry: executive chairman, Piyush Pandey lectured at Goa Institute of Management, the Media Cat Marketing Forum in Istanbul, and has appeared on CNBC and at Berlin School. National planning head Madhukar Sabnavis sits on the guest faculty at leading business schools such as IIM Lucknow and SP Jain, and on other bodies such as Indian Merchants Chamber. Managing partner Navin Talreja and head of planning Kawal Shoor are on the guest faculty at the Indian School of Business, while national creative directors Abhijit Avasthi and Rajeev Rao were speakers at the India

revenue now coming from these domains. With $30 million billings in 2011, Mindshare

is the largest digital agency in India, and now has a contribution of 20 per cent to the industry Digital Adex.

The agency also enhanced its strategic service — Mindshare Business Planning — which recorded growth of more than 50 per cent across clients such as Unilever, PepsiCo GSK and Ford.

Radio Forum, Kyoorius Design Conference and The Entrepreneurship Cell (run by IIT Mumbai). They also mentor students at IIM Ahmedabad and AIMA (Apex Body of Management in India).

Ogilvy Mumbai was named Most Effective Individual Agency Office in Asia-Pacific and second worldwide at the Effies and contributes up to 90 per cent to the effectiveness and creative recognitions won by Ogilvy India.

Media Agency Mindshare Mumbai

Creative Agency Ogilvy & Mather Mumbai

“Growth allowed flexibility to invest in higher margin services”

“Largest office… biggest driver… high-profile staff”

Sponsored by

AOY 2011_India.indd 2 12/19/11 5:23 PM


Specialist Agency Mudra Max Mumbai

Account Person Manish Aggarwal

Towards the end of 2010, the situation in OgilvyOne India could be summed up as follows: no growth, no new business wins, a dry

pipeline and a reputation of a slow, old-world direct marketing agency. Thus, the three key objectives set for the Mumbai head office to transform OgilvyOne India targeted financial growth, service specialisation and expansion, and enhancing the agency’s digital creative reputation.

Pulling out all the stops, OgilvyOne Worldwide Mumbai grew overall top-line revenue as well as its top five existing client relationships in India.

It also enhanced and repositioned specialist services in digital advertising and social media content and management, winning new digital business from Star Plus, FoxCrime, Dove (hair and skin), Bru Coffee, ICICI Bank, Eureka Forbes, Unicef, Care India, Penguin Books and Perfetti Van Melle.

With 550 staff and a client list that includes P&G, Pepsi, Volkswagen, Foster’s, Aircel, LG, Uninor and Reebok, Mudra Max Mumbai

has already achieved impressive results in just over four years since it was established.

Setting out to improve on these achievements in 2011, Mudra Max Mumbai instigated a number of moves, including a stringent ‘Voice of customer’ survey conducted by an external party to detemine and analyse the agency’s performance. Scoring high results invigorated Mudra Max, and saw a new business success rate of 80 per cent and wins of two Effies for Best in Asia and Best in India.

Managing one of the most diverse portfolios in the industry in India, Mudra Max Mumbai handles multiple brands in the top-spending categories, including media, healthcare, financial, durables, FMCG and telecoms — and also retained every single one of its top 20 clients in 2011.

As account lead for PepsiCo Foods India at Mindshare, Manish Agagrwal leads a team of more than 20, and has changed Mindshare’s

strategic engagement with the client away from ‘who we target and how we reach them’ towards a more business-focused framework, which looks at business challenges and then designs ideas and consumer journeys to address those challenges.

A truly open-source account lead, Aggarwal co-ordinates all that Mindshare has to offer to answer the client’s business problem, using any of the resources at his displosal to deliver results for the business. With his core focus on the client with consumer at the centre, Aggarwal and his team have created programmes that have delivered disproportionate results for PepsiCo Foods brands such as Lay’s, Aliva, Kurkure and Quaker Oats.

For example, for the Cricket World Cup campaign

OgilvyOne Mumbai launched its specialist Data Analytics cell, and during 2011, the cell won new business from 17 clients in countries across the globe.

The agency also notched up impressive creative wins over the past year, specifically at the Yahoo Big

Idea Chair Awards, where it won gold for both Best Digital 360 Campaign and Best Use of Social Media, but also the iconic Yahoo Big Idea Chair title, which represents the overall best digital campaign of the year.

Mudra Max has operations managed out of 35 cities, and has executed more than 200 campaigns over 2011. Its massive scope covers literally thousands of billboards, bus shelters, retail shelves, airports and websites.

Major wins for the agency this year included outdoor, direct and digital duties for IDBI Bank, the media business for the Bharat Petroleum Corporation (BPCL), which was previously held by Lintas Media Group, and that of the World Gold Council, previously handled by Starcom.

for Lay’s in 2011, Aggarwal designed a programme which resulted in Lay’s having a high association with the World Cup, going beyond smart media placements to encompass branded content, digital interactions, PR, on-ground activations and even

promotion collateral. The programme delivered twice the target it was set by the client in increasing purchase frequency, resulted in the brand surpassing its volume target and had a halo effect on the entire portfolio increasing sales of products.

“Financial growth… expansion… service specialisation”

“Retained every single one of its top 20 clients in 2011”

“A truly open-source account lead… business-focused”

Digital Agency OgilvyOne Worldwide Mumbai

Sponsored by

AOY 2011_India.indd 3 12/19/11 2:04 PM


Creative Prasanna/Bobby Pawar

Agency Head Madhukar Kamath

Media Planner/Buyer Deepa Jatkar

Responsible for the creative product across Mudra DDB, Bobby Pawar also serves on the agency’s executive board and is credited with

breaking Ogilvy’s dominance on India’s creative awards scene, despite Mudra’s reputation as a solid agency whose strength lay more in service than creativity. Brought on board four years ago, Pawar’s mission was single-minded: to become the most creative agency in India. In his first three years, Mudra’s creative reputation grew quickly, winning its first Cannes Lions, first Effies, first One Show Pencils, and more.

In 2011, Mudra became the most awarded agency at the Abbys (Goafest), winning 42 metals and 316 shorlists. It was also the most awarded Indian agency at Cannes, chalking up eight Lions and 19 shortlists — the largest haul Lions ever for an Indian agency. In addition, Mudra was the best performing DDB agency at Cannes, alongside DDB

At Mudra Communications, Madhukar Kamath oversees the entire India operations of the Mudra Group, which comprises Mudra India,

DDB Mudra, Mudra Max and Ignite, together accounting for 25 strategic business units offering integrated marketing and communications services. Mudra Communications, now India’s most integrated marketing communications network, has offices in all major metros in the country and 1,150 employees. Its footprint covers more than 175,000 villages and 4,000 towns, the company was ranked among the first five in the Brand Equity Ad Agency Reckoner 2010, making it one of the country’s most respected marketing communications companies — and Kamath was ranked at number eight in the Influentials list.

Under his leadership, Mudra was the most awarded network at a number of important award forums: the Abbys at Goa with a total tally of 42

As one of the longest-serving MediaCom staff, Deepa Jatkar is considered a key agency resource. She manages blue chip businesses

and is the lead account person on the Volkswagen and Aegon Religare Insurance accounts, heading a group of six media planners.

One of the most awarded media planners in the industry, Jatkar has helped establish MediaCom India’s reputation as one of the most creative media agencies in the market.

As a member of new business pitch teams across the country, Jatkar has led and actively participated in a large number of pitches across diverse categories and markets, helping MediaCom in its aim to be the fastest-growing media agency in the country.

Under Jatkar’s mentoring, her team has become star performers in their own right, with each team

Paris and DDB Singapore.As the highest-ranked Indian agency in

Campaign’s Creative Rankings, Mudra’s triumph as a creative powerhouse was matched by Pawar’s personal record — he is the highest ranked Indian creative in Campaign’s Creative Rankings; was

named the fourth hottest creative director and the seventh most influential advertising person in The Economic Times Agency Reckoner 2010 rankings, becoming the fastest riser in these rankings in a span of three years.

metals; and the Lions at Cannes, where it was the most awarded Indian agency at Cannes with eight Lions and nine shortlists. The agency also chalked up two Dragons at the Promotion Marketing Awards Asia, with Best in Asia and Best in India, as

well as five metals and five Order of Merits. Ranked third Creative Agency at Spikes Asia, Mudra was also named out-of-home agency of the year at both the Outdoor Advertising Convention (OAC) and Exchange4Media (E4M), as well as events agency of the year at the WOW Awards.

member figuring among the top two percentile of appraisals. She also leads MediaCom’s national training initiatives for a staff of more than 150 people across the agency’s three offices in Mumbai, Delhi and Bangalore.

Recently named as one of the most valuable young media professionals in India by The Economic Times Brand Equity, Jatkar also scored the country’s biggest media award when she was presented with the Grand Emvie 2011.

“Fourth hottest creative director, seventh most influential adman”

“Oversees India ops… number eight Influential”

“One of the most awarded media planners”

Sponsored by

AOY 2011_India.indd 4 12/19/11 2:04 PM

campaignasia.comcampaignasia.com00 campaign january 2012

Former Tribal DDB president amanda King with DDB’s Doug Faudet

ogilvy & mather, creative agency of the year

AOY 2011 Photo spread.indd 1 12/16/11 8:24 PM

CAMPAIGNASIA.COMCAMPAIGNASIA.COM JANUARY 2012 campaign 91

BBDO’s Chris Thomas, Agency Head of the Year Isobar, Digital Agency of the Year

Tim Isaac receives the inaugural Lifetime Achievement Award

Mindshare claims the Media Agency of the Year accolade

Mindshare’s Liam MacManus, Media Planner/Buyer of the year

TBWA\ Hakuhodo, Creative Agency of the Year for North Asia

DDB Singapore, Creative Agency of the Year for Southeast Asia

AOY 2011 Photo spread.indd 2 12/19/11 2:10 PM

AOY 2011

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