[Marketing Week] Bob Koigi: Brands tap new campaign strategies to grow client base

Brands are revising their campaign strategies and embracing innovative models as they seek to reach hitherto untapped markets and expand their portfolio.

It is the case with Creative Commerce company, VMLY&R COMMERCE that recently kicked-off its appointment as Agency of Record (AOR) for Southeast Asia’s largest integrated car e-commerce platform Carsome, in Malaysia, Indonesia and Thailand, with an exciting campaign for Hari Raya.

Taking in insight from Muslim Intel Lab, VMLY&R COMMERCE’s data and insights hub which aims to help brands explore and understand the needs, aspirations, and behaviours of Muslim consumers, the campaign aims to reinforce Carsome’s brand promises of being ‘hassle free’, providing a service based on ‘honesty,’ ‘trust’ and ‘transparency’.

On the same front, Mercy Ships, the hospital ship charity, recently selected Emplifi, the unified customer experience platform, to boost the healthcare organization’s social media presence and expand its global reach.

Serving 16 national offices across four continents, the Mercy Ships Global Brand Team needed a comprehensive social media marketing platform that would enable it to consolidate and localize its messaging across countries and cultures.

Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp., and Calvin Klein Fragrances, a division of Coty Inc., on the other hand, have revealed the worldwide global advertising campaign for Calvin Klein Defy, a new men’s fragrance featuring award-winning actor Richard Madden as the face of this new chapter within the Calvin Klein fragrance portfolio.

The fragrance and campaign embrace a journey of defiance while exploring authentic truths and the contrasts within.

In the appointment beat, Publicis Groupe has announced regional leadership appointments for Central & Eastern Europe region. Tomas Lauko has been named Chief Executive Officer (CEO) for Central and Eastern Europe (CEE), reporting directly to Steve King, Chief Operating Officer, Publicis Groupe.

The global advertising and PR powerhouse also announced the appointment of Sergio Lopez to the newly created position of EVP, Global Head of Production, reporting to global CEO, Arthur Sadoun and global CSO and Le Truc co-founder, Carla Serrano.

And the world’s data, insights and consulting company Kantar, , has also announced the appointment of Chris Jansen as Group Chief Executive Officer, effective 1 November 2021.

Mr Jansen joins Kantar with more than 20 years of leadership experience in the services sector; from brand building to service delivery transformation, alongside a background in classic FMCG marketing, and an established track record of managing private equity-owned businesses.

On matters acquisition, Smart AdServer, the independent ad monetization platform, announced it had acquired DynAdmic, the integrated video advertising marketplace, and accelerates its growth in CTV and media services.

DynAdmic's technology and operations will be integrated within Smart's offering to provide unique media solutions to buyers and bring a new exclusive monetization channel to media publishers. The combined group will benefit from unique cookie free contextual targeting capabilities to better align ad campaign performance goals with user privacy requirements.

Elsewhere Xandr has announced the launch of a first of its kind technology that is aimed to help the largest TV distributors better manage and sell addressable inventory holistically.

Building on Xandr’s forecasting capabilities, Yield Analytics’ converged inventory analysis unifies audiences and ad systems across linear addressable and OTT so sellers can maximize total yield and enable buyers to reach the audiences they care about at scale.

And The Institute of Practitioners in Advertising, IPA, has announced that ClickThrough Marketing, CNS Media, DDB Remedy, GottaBe! Marketing, Lavery Rowe, Media Bounty and One Black Bear have been elected into IPA membership at its quarterly council meeting.

Bob Koigi is an editor at Marketing Report EU

www.marketingreport.eu

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