Staff Reporters
Dec 14, 2020

Move and win roundup: Week of December 14, 2020

Mindshare, Tonic Worldwide, Warner Music India, alice + olivia by Stacey Bendet, Gusto Luxe, AIA, The Marketing Society, Voxfeed, Gushcloud International, Essence, Purplle, Nissan, Momentum Worldwide, I&S BBDO / BBDO Japan, Warner Music, Ebiquity, MediaCom China, Mash, Unilever Singapore, Goodstuph, Paper Stone Scissors, Rollie Nation, M&C Saatchi, Effie Asia-Pacific, KFC, Pizza Hut, Havas Media and more to come in our weekly collection of account wins and people moves.

Campaign compiles a new 'Move and win roundup' as each week progresses. 
This edition will cover December 14 through 18, 2020. 
Catch up on past people moves and business wins

Mindshare has promoted Nathalie Pellegrini, APAC managing partner, Performance and eCommerce as the agency’s chief performance officer effective immediately. In her role, Pellegrini will lead the Outcomes offering for all Mindshare clients across APAC. Outcomes focuses on the design and activation of media in addressable spaces such as social, holistic search, programmatic, performance analytics, DCO and ecommerce. Pellegrini has been with Mindshare since mid-2018, where she started by onboarding some of the toughest remits in the performance area the agency had won. She also hired talent including Cecile Courbon, the agency’s senior director of e-Commerce from the Lazada Group. Pellegrini was also the architect behind Mindshare’s win for Asia Pacific Performance Agency of the Year 2019 by Campaign Asia Pacific. Pellegrini will continue to report to Amrita Randhawa, Mindshare’s APAC CEO and be a part of the regional management team. 

Following a competitive multi-agency pitch, Tonic Worldwide, has bagged the social media mandate for Warner Music India. The account will be handled from the Tonic Worldwide's Mumbai office. The agency will also help Warner Music India with digital strategy and execution to strengthen brand recall and build a strong community of digital followers.

New York City-based fashion brand, alice + olivia by Stacey Bendet, has tapped integrated agency, Gusto Luxe as its retained strategic communications partner in China. The agency will support the brand to drive awareness and commerce through a communications strategy involving digital and offline activations.

Stephen Thomas has left his role as AIA's head of group brand and communications on December 18. He has not yet announced his next move and will be on gardening leave for the moment. 

Nissan has made senior management changes in ASEAN affecting its marketing leadership. Isao Sekiguchi has been appointed regional vice president of marketing and sales for ASEAN beginning January 2021. In his new role, Sekiguchi oversees Nissan's business performance and brand development across 18 markets in ASEAN. Sekiguchi will report to Yukio Ito, who has been named corporate vice president, of marketing and sales for Japan-ASEAN, effective since December 1, 2020. Ito will report to Asako Hoshino, executive vice president brand champion of global marketing and sales and global customer experience. 

GroupM agency Essence has been awarded integrated media agency of record duties for beauty and personal care ecommerce platform Purplle in India. Led out of Mumbai, Essence’s mandate will include strategy, analytics, media planning, media activation and content innovation for Purplle’s brand marketing campaigns offline and online. Launched in 2012, Purplle is an early mover in the online beauty and personal care marketplace. The platform showcases products from 800 leading brands as well as digitally-native private label beauty brands including Purplle and Good Vibes.

The Marketing Society has appointed Matthias Blume, Sparking Portfolio Director ASEAN, Coca-Cola; Helen Duffy, managing partner APAC, Grace Blue; and Moritz Von Der Linden, vice president - Marketing Asia Pacific, Mars to its Singapore board.  

VoxFeed and Gushcloud International have announced an alliance to piece together a global influencer marketing app and platform called Gushcloud. This move will allow Gushcloud to expand and refine its base of micro-influencers, key opinion leaders (KOL) and key opinion consumers (KOC) by leveraging VoxFeed’s influencer marketing platform. The new Gushcloud platform and mobile app will be available immediately in Singapore, Malaysia and Indonesia with expansion to Thailand, Vietnam and Philippines in the next two quarters. The platform, available on mobile and on web, will include key functions like influencer curation, campaign management, reporting
management and payment management and will include the data from Facebook, Instagram, YouTube and Tik Tok.

Executive creative director Matt Batten has joined creative agency Momentum Worldwide Australia in Sydney. Batten replaces Phil Watson who departed the agency after three years to be a strategic consultant. Previously, he was ECD at Edge for three and a half years, and spent more than six years at Wunderman in Sydney and London. 

I&S BBDO, BBDO Japan and BBDO J West have announced key senior executives appointments effective January 1, 20121. Yoshihiro Nagai will be president of all three arms of the agency and Soo Siong Keoy will be vice chairman. Andrew Robertson will be the new chairman of I&S BBDO. 

Warner Music Asia and Spinnin’ Records, the world’s biggest dance label and part of Warner Music Group, has grown KSHMR’s social channels by over 25,000 followers on Instagram, 300,000 on TikTok and 250,000 on YouTube, through a global gaming partnership, highlighting the audience cross-over between gaming and music. The campaign centred around Spinnin’s DJ and his in-game inclusion in Free Fire, with his accompanying bespoke track, ‘One More Round’.

Media and marketing consultancy Ebiquity has promoted Mark Gay as chief client officer. Gay has been with the company since it acquired FLE in 2012, and was most recently designated global client partner. 

MediaCom China has appointed Mandy Hou as its chief digital officer. Hou will lead the MediaCom China digital team and will report to Rupert McPetrie, CEO of MediaCom Greater China. She has over ten years of experience in the media industry, and joins MediaCom from Publicis where she led the Commerce and Performance practice. Hou will be based in Shanghai and be responsible for developing and reinforcing MediaCom digital capabilities across China. She will lead the digital product, delivery, and team at MediaCom.

M&C Saatchi Indonesia has appointed Nadia Yuliani as creative director in Jakarta, effective immediately. Yuliani comes from Dentsu Indonesia where she serviced a range of clients such as Laurier, Biore, Pocari Sweat and Ajinomoto. With more than 15 years of experience, she previously worked at Leo Burnett, ColmanHandoko, Arcade and Bates. Yuliani reports to Dami Sidhartha, founding partner and executive creative director of M&C Saatchi Indonesia.

Melbourne headquartered Mash has won three new clients for its model of curating global remote-working teams to provide big brand thinking outside traditional agency structures.  Luxury watchmaker Breitling South East Asia appointed the agency, following a pitch, to develop a launch campaign for a new women’s range launching in Singapore, Malaysia and Thailand. Second, One Championship has engaged Mash to deliver creative ideation and direction for a branded entertainment project in Asia also following a pitch. Third, residential and commercial property consultancy, Knight Frank, has appointed MASH to work on marketing projects for their APAC Capital Markets.

Unilever Singapore has extended its partnership with Goodstuph as its integrated creative agency. This marks the agency’s fourth year as Unilever creative partner for selected brands under the Home and Personal Care portfolio in the Singapore market. Goodstuph will be responsible for integrated communications work in Singapore, and will focus on the agency’s capabilities in brand strategy, creative, social and digital services. The agency will be tasked with delivering campaigns that effectively drive business results through new technologies, customer engagement and partnerships.
Paper Stone Scissors is the new creative agency for Rollie Nation, leading the campaign for a new product launch, NitroBounce. After a successful creative campaign launch of Rollie’s Derby Super Soft range, that saw Rollie Nation sell out within 12 hours of launch, Paper Stone Scissors has been tasked to drive creative campaign work for this new range too. 

Effie Asia-Pacific has named Dentsu International's APAC CEO Ashish Bhasin as the awards chairman for 2021. The awards recognise marketing effectiveness and entries for the awards will be open till April 2021.

Pizza Hut and KFC Singapore have appointed a bespoke unit under Havas Media Group Singapore to lead its media account following a competitive closed-door pitch. The newly formed unit pulls together talent from across the Group and will be fully operational from January 2021. The team will be responsible for data analytics, media strategy and planning across offline and online platforms. Pizza Hut and KFC marketers cited Havas' data-driven approach and team passion as keys to winning the business.

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