Golin’s Post

It is no secret that #competition exists in the media, #PR and creative industries. Agencies battle it out in boardrooms during the pitching process, some leaving victorious while others left to lick their wounds and move forward onto the next challenge. But can competition be healthy? According to Andrew Lee, CEO of 4As Malaysia, healthy competition can be a powerful driver of innovation and creativity. This is especially when #agencies become motivated to outdo each other, push boundaries and come up with creative solutions to brand problems. #healthycompetition

Our very own Jad Rabahi writes on the value of a client-agency relationship that goes beyond the transactional. #IMPACTBBDO #BBDO Campaign Middle East BBDO Worldwide

#Competition can be healthy for an industry as it can act as a powerful driver of innovation and creativity. This may hold true for the #media, #PR and #creative industries in Malaysia, where agencies are motivated to outdo each other, push boundaries and come up with creative solutions to brand problems. According to Andrew Lee, CEO of 4As Malaysia, the creative industry in Malaysia is an "interesting mix of competition and camaraderie" where everyone competes fiercely but has mutual respect that underpin these interactions. That said, A+M spoke to media, PR and creative heads in Malaysia, including Christyna Fong, Ashvin Anamalai, syahriza badron and Nizwani Shahar, about how they perceive competition in Malaysia, their experiences in the thriving industry and how competition and #collaboration can mutually support each other. #HealthyCompetition

The power of creativity and originality. With risk comes reward.

Tom Jones-Barlow, VP APAC at SeenThis, dives into the top three trends shaping the ad industry in 2025. He believes the growing demand for vertical video formats on the open web and streamlined creative in ad delivery will require finding innovative ways to achieve more with fewer resources. “The future is bright for sustainable solutions that deliver both performance and cost-efficiency,” says Tom. What trend do you think will have the biggest impact in 2025? Read his full insights in Branding in Asia: https://lnkd.in/dcD6YuRc

Last year, our FCG industry experts in #brand strategy, public relations, and #experiential #marketing explored the key trends shaping #multicultural marketing. This year, we're taking it further—examining how those trends have evolved as we step boldly into 2025. As the multicultural marketing landscape shifts, so must our strategy and steadfast resolve. In an era where “cancel-DEI culture” challenges brands and the trickle-down effect of intentional multicultural engagement looms, the brands that will thrive in 2025 will be those that  stand on core values, innovate, and genuinely maintain trust and connection with the full spectrum of consumers. Click here for an insightful journey into the ever-changing ecosystem of integrated marketing: https://bit.ly/4h9EyUF #2025Trends #MulticulturalMarketing #ExpertAdvice . . . . . . . Explore working with FCG and discover how our IMC solutions authentically and inclusively reach and respect diverse consumers by clicking here: 🌐✨ https://lnkd.in/d3Wr_7fh

Last Thursday’s Effie Awards Singapore gave me a glimpse into the minds of creative professionals and their impactful projects. It was inspiring to see principles I learnt in class come to life before me and illustrate what it means to be a strategic storyteller. Below are my three key takeaways from the event: 🧩 Simplicity Often Begets Creativity: A memorable impression doesn’t need to come from grand gestures or events. Rather, it comes from a targeted, well-thought-out approach. By simply adapting the classic pillbox to fruit packaging, Zespri International’s Zespri Fruit Pillbox was able to nudge people to eat one kiwi a day and build healthier habits. Similarly, Mandarin Oriental Hotel Group’s Letters to Neighbours illustrated the true meaning of hospitality through a series of heartfelt letters to its competitors, requesting that they take care of its guests during its renovation period. 🔀 When Other People Zig, You Zag: Creativity also stems from trying new things and deviating from the conventional. For example, Partners Life’s Last Performance stood out for its hybrid format that was part-ad and part-show, allowing The Brokenwood Mysteries’s deceased characters to come to life one last time when the credits rolled. Apart from its daring format however, this campaign also stood out to me with how carefully the idea was pitched to the show’s producers, promising a commitment to respectful writing based on the show’s tone and characters. ✨Let Authenticity Shine Through: Beyond driving sales and increasing exposure, a genuine desire to provide Swifties with a space to connect and sing together underpinned Changi Airport Group’s beJEWELed campaign. Amidst other brands and businesses “trendjacking” on the Eras Tour, this campaign stood out for placing Swifties’ love for their favourite star front and centre of every initiative: from hosting sing-along sessions with local artists to offering retail experiences based around her favourite numbers. Thank you Professor Pei Wen Wong for this valuable opportunity, as well as all the speakers who shared their experiences and takeaways! And thank you to all my friends from the #CS2101 #PRWriting and #CS4262 #ContentMarketing class who were there with me 😄 Effie Awards Singapore Association of Advertising & Marketing Singapore (AAMS)

It is a pleasure to introduce today Marianna Ghirlanda – President of the IAA Italy Chapter. Marianna..... 1. What do you do? As CEO of BBDO Italy, I have the privilege and responsibility of leading one of the most creative and influential advertising agencies in the industry. My role involves not only driving business growth and operational excellence but also fostering a culture of innovation, collaboration, and inclusivity. I believe in empowering our teams to push creative boundaries while staying deeply attuned to the needs of our clients and the evolving expectations of society. At BBDO, our focus is on creating meaningful, impactful campaigns that resonate with audiences, deliver results for our clients, and contribute to a more responsible and conscious advertising landscape. 2. Why did you join the IAA? I joined the International Advertising Association because I believe in giving back to the industry that has given me so much. I am passionate about fostering the growth and development of young talent, empowering them to shape the future of advertising. By contributing to the IAA's initiatives, I aim to create opportunities for the next generation and help build a more innovative, inclusive, and responsible industry. 3. Which IAA value is closest to your heart and why? We believe creativity inspires people to take action and solve business and societal challenges. I appreciate this value because it captures the transformative power of creativity. It reflects my belief that creativity is not just about making things beautiful or compelling but about driving meaningful change, inspiring action, and addressing both business and societal challenges. It aligns perfectly with my vision of advertising as a force for good, capable of leaving a lasting impact on individuals and communities 4. What is your favorite example of IAA serving the marketing communications community? What I love most about the IAA is the incredible work we do with Young Professionals. Supporting and empowering the next generation is something I deeply care about, as they are the future of our industry. The IAA provides them with opportunities to learn, grow, and connect with experienced leaders, fostering their creativity and potential. By investing in their development, we are not only shaping stronger professionals but also ensuring a brighter and more innovative future for the advertising industry. #UNofIAA #MarCom #creativity #innovation #Diversity #collaboration #education #internationality #eduction

TBWA\HAKUHODO welcomes Wataru Uchida as its new president and chief executive officer. 🏴☠️ A long-time pirate already, Wataru has been an integral part of TBWA\HAKUHODO's journey since its inception in 2006. Speaking about the agency’s commitment to innovation and societal impact, Wataru says: "In this era of rapid change, where the role of advertising and AI’s influence is hotly debated, we see an opportunity not just to adapt but to lead with joy. “Our creativity, powered by the Disruption methodology, is far from reaching its limit." 🚀 Read more via Campaign Brief Asia: https://lnkd.in/eTYMGMKS

🏆At the 2024 Effie Greater China Awards, GroupM and its agencies scooped 3 Silver, 14 Bronze, and 12 nomination awards, totaling 29 trophies for its outstanding campaigns for Fotile, Mars, Mercedes-Benz Group AG, Shell, The Coca-Cola Company, and Xiaohongshu! GroupM was also honored as the TOP 2 Most Effective Agency Network of the Year, TOP 3 Effie Auto Awards’ Most Effective Agency Networks, with EssenceMediacom Shanghai recognized as the TOP 2 Most Effective Agency Office of the Year. These accolades highlight GroupM and its agencies' unparalleled works to tackle market challenges, engage target audiences, and achieve extraordinary outcomes. GroupM's remarkable performance and accumulated points across various categories secured top spots for its parent company, WPP, on Effie’s annual effectiveness rankings ⤵️ 2024 Effie Design Awards - No.1 Most Effective Holding Group of the Year 2024 Effie Auto Awards - TOP 2 Most Effective Agency Holding Groups 2024 Effie Greater China - No.1 Most Effective Agency Holding Groups. GroupM’s client The Coca-Cola Company was named 2024 Effie Greater China TOP 2 Most Effective Brand while Sprite named TOP 2 Most Effective Brand. #GroupMChina #EffieAwards