SYNC School’s Post

Insanity or desperation? "141 agencies have responded to the Ministry of Communications and Information's (MCI) whole of government creative pitch." Many of these are far from being small players. They include Accenture Singapore, BLKJ Havas, Cheil Singapore, DDB Worldwide, Dentsu Solutions, Edelman, Fisherman Integrated, Grey Group, IPG Mediabrands, Ruder Finn Asia , TBWA Singapore, and Ogilvy... And the potential prize? To end up on "a panel of an estimated 80 contractors for the whole of government in Singapore." So after all that, there is still no guarantee of getting any projects to recoup your investment in the pitch and maybe make some money. Can somebody please explain how this makes sense for the participating agencies? https://lnkd.in/gpHCQQji

We invest in creative resources, not overheads... At Purpose Comms, we believe every penny of your budget should be dedicated to creating brilliant content that builds your brand. Our approach ensures your investment goes directly into the hands of talented creatives who bring your vision to life. Unlike traditional agencies, you won't be paying for expensive central London offices or lunching sales teams. Instead, we focus on what truly matters: delivering exceptional content that resonates with your audience and drives results. We carefully select a team of handpicked creative professionals tailored to your specific needs and goals. This bespoke approach allows us to match the right talent to your project, ensuring you receive high-quality, impactful content every time. By cutting out unnecessary overheads, we maximise the value you receive from your budget. Our streamlined model ensures that you get more creativity, more innovation, and more results without the extra costs. Join us at Purpose Comms and experience the difference of a content-first approach. Let’s create something extraordinary together. #CreativeExcellence #ContentFirst #PurposeDriven #MarketingInnovation #BrandBuilding

A profound message and powerful human truth. Time will always be the most valuable asset.

FCB Global ended the year repeating its top positions in The One Club for Creativity’s Global Creative Rankings, with FCB New York again crowned Global Agency of the Year and FCB Global finishing as Agency Network of the Year for 2024. For the APAC region, dentsu Tokyo is the top-ranked agency (and #6 worldwide), followed by The Monkeys Sydney (#17), Colenso BBDO Auckland (#18), TBWA HAKUHODO Tokyo (#19), and VML Australia Sydney (#21). The annual worldwide benchmark report, which is free to view, is a comprehensive ranking of agencies, brands, countries, and individuals based on points earned from winning entries in The One Club’s eight global, regional, and local awards shows: The One Show 2024, Art Directors Club 103rd Annual Awards, Type Directors Club TDC70 competition, Art Directors Club of Europe ADCE Awards 2024, ONE Asia Creative Awards 2024, and The One Club Denver, San Diego, and Miami chapter 2024 awards programs.  “The Global Creative Rankings is the industry’s most comprehensive and transparent ranking,” said Kevin Swanepoel, CEO, The One Club.  “There are no secret weightings in calculating the rankings, and unlike others, it’s not hidden behind a paywall.  As the industry’s foremost nonprofit organization for the global creative community, The One Club is in a unique position to provide this free, definitive measure for global creative excellence to everyone in the industry.” Highlights of the Global Creative Rankings 2024 are below (click links for each category to view the full list).  In addition to the global list, rankings within specific countries and regions can be viewed using dropdown menus. https://lnkd.in/dcEVkWAm

🌟 Exciting News in the Creative Industry! 🌍 I’m thrilled to see Stagwell’s recent acquisition of Create Group, a powerhouse in strategic digital communications in the Middle East. This move not only strengthens Stagwell’s presence in the MENA region but also brings together a shared vision of digital-led transformation that resonates with the evolving needs of our clients. With Create. Group’s impressive track record—winning Campaign's Middle East Digital Agency of the Year for three consecutive years and being named one of Adweek's Top 100 Fastest Growing Agencies—it's clear they are at the forefront of digital strategy and innovation. Their commitment to empowering brands like the Department of Culture & Tourism - Abu Dhabi and Sony Pictures highlights the importance of impactful storytelling and strategic partnerships in today’s market. As we navigate the complexities of emerging technologies and changing consumer behaviors, I’m curious: how do you see the integration of creative and technical expertise shaping the future of our industry? Let’s discuss how we can leverage these developments to drive growth and innovation in our own work! #DigitalTransformation #CreativeIndustry #Stagwell #CreateGroup #MarketingInnovation Dia Hassan Tom Otton https://lnkd.in/gYJBi2DF

In case you missed it. We sat down last week with Charles Cadbury to talk all things Say It Now. We discuss the business problem they are trying to solve through to Charles' predictions for next year. Go and check it out here: https://lnkd.in/e7JVNNEQ #Sayitnow #technologyspotlight #ultimateasset #adtech

𝗧𝗵𝗲 𝗣𝗼𝘄𝗲𝗿 𝗼𝗳 𝗮 𝗪𝗲𝗹𝗹-𝗖𝗿𝗮𝗳𝘁𝗲𝗱 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗕𝗿𝗶𝗲𝗳 𝗶𝗻 𝗔𝗴𝗲𝗻𝗰𝘆 𝗟𝗶𝗳𝗲: 𝗪𝗵𝗲𝗿𝗲 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆 𝗠𝗲𝗲𝘁𝘀 𝗦𝗮𝗹𝗲𝘀 𝗔𝗰𝘂𝗺𝗲𝗻 As a proud MICAN, today’s post is dedicated to my alma mater, MICA | The School of Ideas place that ignited my passion for #advertising. From a background in media sales, I was always curious about what happens on the other side of the table when an ad is made. That #curiosity, combined with a zeal to #learn new things, led me to MICA’s Advertising Management & Public Relations program, where I found myself surrounded by 100 incredibly #creativeminds from across India and the Middle East. Our batch was a melting pot of #talent—filmmakers, army personnel, designers, cinematographers, videographers, sales professionals, and more. We had the privilege of learning from an amazing #faculty, an epitome of creativity, a TEDx speaker, a prominent social media influencer, and most importantly, a beautiful human being. Every class with her felt like magic, weaving inspiration and knowledge together. One of the most valuable lessons she taught us was the art of writing a #creativebrief. It’s fascinating to realize that many award-winning ads came to life because of a creative brief crafted with deep thought and understanding. In the world of client servicing, a creative brief is more than just a document—it's the #blueprint for #success, both creatively and commercially Drafting a compelling creative brief isn’t just about understanding the client’s needs. It’s about harnessing a blend of skills that drive both creativity and sales performance: Deep Understanding: Beyond knowing the brand and audience, it’s about recognizing the business objectives and how creative efforts can directly influence sales outcomes. Active Listening: The best briefs come from truly listening to what the client says and what they don’t say. Understanding their pain points, market challenges, and sales targets allows us to create campaigns that not only look good but deliver measurable results. Clear Communication: Effective communication bridges the gap between client expectations and creative execution. Empathy and Sales Insight: Understanding the client’s sales pressures and aligning the creative strategy to not just meet but exceed those sales targets. It’s about ensuring the brief is not just a creative guideline but a sales tool. As someone with a deep passion for both creativity and sales, I’ve learned that the most impactful creative briefs are those that seamlessly integrate sales acumen. They don’t just guide creative work; they drive business growth. To my teachers Dr. Falguni Vasavada, Neeraj Bassi Dr. Mini Mathur To my batchmates 🧲 Mangalkumar Kulkarni, Suman Palit Gaurangi Gokhale, Parag Pandya Shweta Jiandani Dimple Asher PMP®↗️et al #CreativeBrief #ClientServicing #SalesStrategy #AgencyLife #MarketingAndSales #BusinessGrowth #MICAN #Advertising

British Airways "Look Up" 2013 British Airways' "Look Up" campaign used interactive billboards featuring a child pointing to actual British Airways flights overhead, showing real-time flight details. This innovative approach broke through digital ad fatigue, reconnecting audiences with the magic of travel and creating a captivating, interactive experience. By blending digital and real-world elements, the campaign significantly boosted brand awareness, garnered global media engagement, and demonstrated the impact of dynamic ads in high-traffic, everyday spaces. It’s a prime example of how immersive, real-time interaction can make advertising memorable and shareable as audiences seek experiences over static ads. How would you feel if everyday places suddenly started engaging with you in real-time—would it draw you in or feel a bit too close for comfort? British Airways Sean Choi 🫰 https://lnkd.in/dWPjN_BG

Dentsu Creative Wants to “Arrive a Little Bit to the Australian Market” in 2025 Dentsu Creative spent 2024 refining its product in big pitches and asking, “What does good look like?” Now, Kirsty Muddle, Cate Stuart-Robertson, and David Halter tell LBB’s Brittney Rigby they’ll spend 2025 continuing to grow by stealth - “when the market is receding and retracting, we’re in growth” - and getting closer to their goal of doing “tier 1 work with our tier 1 clients”. Read here: https://lnkd.in/gdN7g_5N

As the marketing landscape continues to be more complicated, how can brands stand out amidst the chaos? Join us on June 11 to find out more.