Melissa Wilton, Butterfly’s Head of Communications and Engagement, praised Think HQ’s innovative and heartfelt approach. She said, “Think HQ came to us with a considered and innovative pitch, and an obvious passion for Butterfly’s work and purpose. We were impressed with Think’s genuine commitment to tell the Butterfly story, and we are excited to be working alongside the team to drive important conversations that dismantle stereotypes, break down stigma and encourage help seeking.”

This announcement is timely, given the rising concern over eating disorders in Australia. The latest “Paying The Price” report by Butterfly Foundation reveals a staggering 21% increase in eating disorders since 2012, affecting an estimated 1.1 million Australians in 2024.

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Wilton further emphasized the urgent need for increased visibility and support, stating, “Calls to the national Helpline and demand for treatment services are increasing exponentially, yet we know that less than 30% of people with an eating disorder seek help – so this represents a massive problem. It’s never been more critical to be visible, share our stories and amplify the voices of lived experience. Think HQ’s unique offering coupled with their team’s experience make them an ideal partner to help us achieve our communications priorities, of which there are many!”

Think HQ’s Founder & Managing Director, Jen Sharpe, expressed enthusiasm for the collaboration, saying, “We are thrilled to be acting as an extension of Butterfly’s dedicated and passionate team. We see this as the start of an incredible working relationship and cannot wait to tell important stories together. As the positive change agency, Think HQ is perfectly placed as Butterfly’s communications partner, and we look forward to driving real impact together.”

The partnership’s first significant project will be unveiled in September during Body Image and Eating Disorders Awareness Week (BIEDAW).

About Think HQ

Think HQ is an award-winning, full-service agency working with like-minded clients to create positive outcomes for people, places, and our planet. With over 90 staff across its Melbourne and Sydney offices, including specialist multicultural communications arm, CultureVerse, Think HQ is The Positive Change Agency.

The post Butterfly Foundation Appoints Think HQ as Retained Communications Partner to Amplify Impact appeared first on Marketing In Asia.

Months of meticulous planning, brainstorming, and trialling have culminated in the introduction of the Lunch Global Bowls and Environmentally Conscious Menu. These offerings aim to invigorate and inspire, ensuring every attendee is satisfied and ready to engage.

Inspired by the natural beauty of the Gold Coast, GCCEC’s kitchen and marketing teams collaborated on a captivating food video to celebrate 20 years of culinary excellence in this stunning destination. This video showcases the culinary team’s prowess in creating bespoke dishes inspired by the Gold Coast’s vibrant surroundings.

“The launch of our new menus and food reel marks an exciting chapter for GCCEC,” said Garry Kindred, Executive Chef at GCCEC. “We are committed to offering innovative and sustainable culinary options that not only delight the taste buds but also support our environmental goals.”

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Key Menu Highlights

Global Bowls Offering

GCCEC introduces the Global Bowls, a diverse selection of internationally inspired dishes catering to various palates and dietary preferences. These bowls provide a culturally inclusive culinary experience for event planners and delegates.

Environmentally Conscious Menu

This newly curated menu features the most sustainable dishes from GCCEC’s offerings, showcasing the team’s commitment to green practices and providing delicious options that are kind to the planet.

About Gold Coast Convention and Exhibition Centre (GCCEC)

GCCEC, Australia’s largest regional convention centre, has been offering state-of-the-art facilities and exceptional service for the past 20 years. Located in the heart of the Gold Coast, it provides a versatile space for conferences, exhibitions, and events, paired with world-class catering and hospitality. The dedicated team at GCCEC ensures every event is extraordinary.

The post GCCEC Unveils Eco-Friendly and Global Culinary Delights appeared first on Marketing In Asia.

With a unified approach to service design and technology change, the partnership addresses all facets of digital transformation needs within the marketing ecosystem. Chris Dodds, Co-Founder of ICON, stated, “Australian businesses and government departments need robust, flexible, and scalable solutions to meet clients’ evolving needs. Our partnership utilizes the power of Salesforce, Drupal, and GovCMS to deliver customized content, targeted communications, and best-in-class user experiences. We’re excited to partner with Xenai Digital to expand our client service offering.”

Headquartered in Melbourne with a national presence, ICON excels in end-to-end user engagement and creative communications campaigns. Their deep expertise in Drupal and GovCMS SaaS/PaaS, complemented by in-house capabilities in brand, PR, communications, behavior change, and media training, ensures comprehensive service delivery.

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Xenai Digital, an Australian agency, accelerates the path to value from Salesforce adoption, enabling clients to fully leverage their data and technology investments to demonstrate ROI. The team’s strong focus on customer experience (CX) automation drives growth and engagement with unmatched efficiency. By delivering exceptional value and maximizing tangible business returns, Xenai Digital is at the forefront of digital transformation.

The synergy between Xenai Digital’s Salesforce proficiency and ICON’s extensive capabilities in experience design and open-source solutions promises to deliver revolutionary outcomes. This partnership leverages the best of both worlds, offering clients end-to-end service design and technology upgrades tailored to their specific needs.

The post ICON and Xenai Digital Join Forces for Revolutionary Digital Transformation Solutions appeared first on Marketing In Asia.

I.M.A’s comprehensive remit includes strategy, creative development, website experience, social media, signage, and sales tools. Notably, the agency will lead a brand refresh, steered by Creative Director Andrew Bex, to modernize Royal Wolf’s visual identity and tone of voice.

Jake Cush, Group Account Director at I.M.A, expressed the team’s enthusiasm: “We are thrilled to provide brand marketing support to fuel Royal Wolf’s ambitious growth plans. Alongside a brand refresh, we are kicking off a website redevelopment project to create a leading online experience for the B2B hire category, focused on generating leads.”

Cush further highlighted the complexity of the stakeholder set they aim to address, which includes large manufacturers, construction companies, small businesses, DIY enthusiasts, major events, and the mining sector. “I.M.A’s deep expertise across all of these sectors will help us redefine the brand’s go-to-market approach, enabling it to drive significant engagement for Royal Wolf,” he added.

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David Humphreys, GM Marketing at Royal Wolf, lauded I.M.A’s proven track record in the B2B, technical, and industrial sectors. “We can’t wait to launch our first campaign which will give us a competitive edge in today’s volatile and fast-paced market, underscoring our position as the leading provider of container solutions while highlighting our diverse product range and services to our customers,” said Humphreys.

The first campaign, leveraging Royal Wolf’s sponsorship of the New Zealand Highlanders to enhance visibility and engagement, is slated to launch in Q3 2024.

This significant win adds to I.M.A’s recent business successes, including securing ELGAS, RFI Technology Solutions, and DHI Seaport as new clients.

About Royal Wolf

Royal Wolf – owned by the worlds’ largest hire company, United Rentals – is Australia and New Zealand’s largest container hire business. With over 28 years of experience and 40+ company branch locations throughout Australia and New Zealand. Royal Wolf is the market leader and Industry specialist in the design and hire of new and modified shipping containers.

Royal Wolf is a business that rents out ‘space’. Whether its 20- or 40-foot containers for storage of goods, providing shipping containers for Taylor Swift to get her gear all around Australia for her tour, creating custom modifications for use at sports and music venues or self-storage for small business and consumers… you can do anything in a Royal Wolf.

The post I.M.A Appointed Brand Marketing Agency of Record for Royal Wolf in Australia and New Zealand appeared first on Marketing In Asia.

SMEC’s rebranding effort was spearheaded by their in-house art and design team, led by Fletcher Ross, in collaboration with B2B marketing consultancy, I.M.A. The latter was instrumental in developing the strategy, research, insights, positioning, and key messaging. Additionally, I.M.A. provided the brand launch materials, including brand guidelines and a launch video. The strategic insights were then utilized by SMEC’s team to craft the new visual identity, encompassing a redesigned logo, color palette, and associated collateral.

Jake Cush, Partner at I.M.A., highlighted the challenge of creating a cohesive brand promise that aligns with SMEC’s strategic direction to demystify the complexities of the engineering category. Cush stated, “The rebrand needed multiple dimensions but a single DNA. Our insights showed SMEC needed a brand positioning that strongly reflected how SMEC people and customers feel and see the brand and would cut through in a category that generally looks and sounds very generic.”

The new brand strategy emphasizes SMEC’s commitment to providing practical solutions that leverage technology to reduce costs, enhance reliability, and minimize environmental impact. Suzanne Gibbs, Global Lead for Marketing and Communications, Infrastructure and Energy at SMEC, noted, “We recognized we needed to update the brand to engage with our stakeholders in a way that was truly authentic and spoke clearly about the nature of our services and expertise. With I.M.A. garnering the insights and developing a brand strategy that fitted with our objectives, we were able to bring our new brand promise – Engineering Positive Change – to life via core design elements which create a clear visual identity for all SMEC communications.”

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SMEC’s updated visual identity will be rolled out globally from mid-July, featuring new logos, typefaces, color palettes, photography, and graphics that are designed to be the essential visual identifiers of the brand.

About SMEC

SMEC is a global engineering consultancy specialising in energy and infrastructure projects.

Provides design, consulting and advisory across the Transport, Water, Environment, Energy and Urban sectors. It employs more than 5,400 employees, across more than 40 countries. 

In Australia, SMEC has a 75-year strong legacy, dating back to the iconic Snowy Mountains Hydroelectric Scheme, one of the engineering wonders of the world; and for the last 75 years SMEC has built a reputation as a trusted partner on major transport, water and energy infrastructure projects around the world.

With sustainability and technology as guiding principles, SMEC is poised to lead the industry into a new era of innovation and progress – we need the external positioning and branding to more strongly reflect this value we add to customers and communities. In Australia SMEC is currently immersed in designing Australia’s longest tunnel and largest solar farm.  The company focusses on renewable energy

The post SMEC Unveils New Global Brand Strategy and Visual Identity, Partnering with I.M.A for a Bold New Direction appeared first on Marketing In Asia.

Leading the charge is New York Times best-selling author Johann Hari, known for his insightful works “Magic Pill” and “Stolen Focus: Why You Can’t Pay Attention.” Hari’s thought-provoking TED Talks, “Everything You Think You Know About Addiction is Wrong” and “This Could Be Why You Are Depressed or Anxious,” have garnered over 93 million views, and his books have been translated into 40 languages. “Stolen Focus: Why You Can’t Pay Attention” was named Book of the Year by The Financial Times, The New York Post, and The Spectator, receiving multiple accolades.

Joining Hari is the eminent human rights lawyer Jennifer Robinson, a barrister at Doughty Street Chambers in London. Specializing in international law, media law, and human rights, Robinson has played a pivotal role in key human rights and climate cases globally. She is renowned for her work with Julian Assange and WikiLeaks. Her recent book, “How Many More Women?”, delves into the legal silencing of women and examines the backlash against the MeToo movement.

SXSW Sydney Managing Director, Colin Daniels, highlighted the significance of these speakers, stating, “Our first two keynote speakers reflect our commitment to fostering challenging conversations. Discussing human rights and our wellbeing, intersecting with the rapidly evolving landscape of technology is more critical than ever. Our keynote speakers will ignite discussions that are not only timely but necessary, as we navigate the complexities of our modern world.”

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The event will also feature other prominent speakers, including Min-Liang Tan, Co-Founder & CEO of Razer, Amy Gallo, best-selling author and conflict management expert, and Chad Lawson, a world-renowned musician and mindfulness advocate. Additional noteworthy speakers include ABC radio presenter Lisa Leong, CEO of Emergent Global Holly Ransom, Australian race car driver Molly Taylor, media science researcher Karen Nelson-Field, Billboard Top Music Lawyer Priyanka Khimani, and Rolling Stone India Senior Editor Peony Hirwani.

In a special session titled “Better Than a Hollywood Movie: The Highs, Lows, Epic Moments, and Colossal Steps Forward in Bringing Back the Tasmanian Tiger,” actor Luke Hemsworth will moderate a panel featuring Ben Lamm, CEO of Colossal, and Professor Andrew Pask from the University of Melbourne’s TIGRR Lab. The discussion will focus on their groundbreaking efforts to de-extinct the Tasmanian Tiger and restore it to Tasmania.

The conference will also offer a variety of featured sessions, such as “How to Seize Control of Your Workday” with Global Director of Wellbeing at Xero Lucas Finch, organisational psychologist Dr. Amantha Imber, and broadcaster Lisa Leong. Another notable session, “Redefining Success: Beyond the 1%,” will challenge traditional success metrics, featuring CEO of Emergent Global Holly Ransom, 7X World Champion Layne Beachley AO, CEO of Awake Academy Tess Brouwer, and CEO of the Langley Group Sue Langley.

The full list of sessions and events is available at schedule.sxswsydney.com, where attendees can start favouriting their top picks. SXSW Sydney 2024 will also welcome a diverse lineup of partners, including CommBank, NSW Government, UTS, Accenture, and many more. SXSW Sydney 2024 badges are now on sale at the second release rate, with prices set to rise on August 30. Secure your badge and join this unparalleled gathering of visionaries, thought leaders, and emerging talents from the Asia-Pacific region. For more details and to plan your trip, visit sydney.com.

The post SXSW Sydney 2024 Unveils Initial Keynote Speakers: Johann Hari and Jennifer Robinson appeared first on Marketing In Asia.

Think HQ, renowned for its expertise in the LGBTIQA+ space, adopted a co-design approach for this campaign. Collaborating with representatives from Victoria’s trans and gender diverse community, including the esteemed transgender director, actor, writer, and producer Harvey Zielinski, the agency ensured the campaign’s authenticity and impact.

Through a series of workshops, Think HQ uncovered the profound extent of unspoken discrimination trans and gender diverse people endure. Remarkably, research indicates that 93 percent of communication is non-verbal. These insights informed the campaign’s creative platform, highlighting how small, unspoken biases accumulate to foster a larger culture of exclusion.

The centerpiece of the campaign is a poignant 60-second film depicting five everyday scenarios where trans and gender diverse individuals experience either exclusion and rejection or welcome and acceptance. These scenarios, ranging from sharing an elevator to joining a footy team, are also featured in print and out-of-home (OOH) executions with the campaign tagline, ‘The unsaid says a lot. So, think about what you’re really saying.’

Minister for Equality, Harriet Shing, emphasized the campaign’s significance, stating, “This campaign is all about encouraging people to stop and think about how their actions towards trans and gender diverse people can make a huge difference – for better or for worse. We know that our interactions with others really matter, and this campaign is part of our ongoing work to reduce discrimination and stigma, and to contribute to more inclusive connections for trans and gender diverse people.”

Think HQ’s Chief Creative Officer, Andy Lima, remarked, “The power of this campaign lies in its co-creation with members of the trans and gender diverse community. Our aim was to deliver a state-wide campaign that celebrated and raised awareness of the community’s experiences, supporting greater inclusion and addressing trans and gender diverse discrimination.”

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Harvey Zielinski expressed his support, saying, “I think this campaign is really important and powerful and I’m really pleased to be involved, especially in light of the vitriol we’ve witnessed towards the trans and gender diverse community over the past year. I wish we didn’t need to campaign for respect. I believe acceptance and inclusion should be a given, a bare minimum societally. I hope campaigns like this help work towards this goal, and improve the day-to-day lives of trans and gender-diverse people.”

The campaign, supported by a La Trobe University survey revealing the high prevalence of unfair treatment towards trans and gender diverse people, is part of the Victorian Government’s Pride in our Future: Victoria’s LGBTIQA+ strategy 2022-32. This initiative is dedicated to promoting equality and inclusivity for LGBTIQA+ communities across the state.

The work launched across various media channels, including online, print, outdoor, and social media on June 26. For more information and to access resources, visit The Unsaid website.

About Think HQ

Think HQ is an award-winning, full-service agency working with like-minded clients to create positive outcomes for people, places, and our planet. With over 90 staff across its Melbourne and Sydney offices, including specialist multicultural communications arm, CultureVerse, Think HQ is The Positive Change Agency.

The post Groundbreaking Campaign by Think HQ Illuminates Daily Discrimination Faced by Trans and Gender Diverse People appeared first on Marketing In Asia.

The innovative campaign, titled ‘Learn an Auto Trade in the Real World’, is a comprehensive full-funnel approach aimed at highlighting the vast employment opportunities within the automotive industry. It emphasizes how MTA’s training can pave the way for a successful career in the sector.

The campaign features a diverse mix of digital, social, out-of-home (OOH) advertising including bus transits, regional radio, and programmatic audio. Jake Cush, Partner at I.M.A, stressed the importance of showcasing exciting career pathways in automotive trades to captivate the interest of both young men and women.

Cush explained, “This 1:1 training model has big benefits for both business owners and students, with flexibility for diverse learning preferences, and an awareness campaign was needed to increase student growth numbers and entice young men and women to pursue an apprenticeship or traineeship via an on-the-job MTA NSW Training Course.

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“We needed to position MTA as the slick, modern choice for training so ‘Learn an Auto Trade in the Real World’ became the underlying message across all platforms, highlighting the 1:1 training approach MTA offers, plus outlining benefits both to employers as well as current and prospective auto apprentices.”

The OOH campaign targets high-traffic transit routes around established automotive training locations, while regional radio ads specifically address employers by sharing authentic stories about the benefits of on-site training programs.

Cush further elaborated, “This highly targeted messaging and media spend approach is all about building the appeal and attractiveness of a career in automotive, whatever the trainee’s ambition, from dealerships and servicing to pit stops and boardrooms.”

Matt Connor, General Manager of Marketing at MTA NSW, highlighted the pressing skills shortage in the automotive industry and the association’s commitment to addressing this issue. He said, “The automotive industry is experiencing a skills shortage that has the propensity to impact the everyday Australians’ ability to have their vehicle repaired or maintained. As the peak body of automotive we see it as our responsibility to position the industry for the exciting, diverse and evolving opportunity that it is and provide a style of apprentice training that is centred around the individual rather than the institution. ‘Learn an Auto Trade in the Real World’ captures our key proposition and we are seeing our student numbers grow month on month.”

In addition to the awareness campaign, MTA NSW’s Jobs Board, a crucial part of its overall automotive jobs strategy, has been revitalized by I.M.A. The refreshed site now boasts an enhanced creative look and feel, with tailored messaging and positioning for both apprentices and employers.

Cush concluded, “Early data indicates an upswell in site visits and enquiries and we are looking forward to the campaign increasing awareness of MTA training and resulting in sustained lead generation.”

The ‘Learn an Auto Trade in the Real World’ campaign is already live and making waves across New South Wales.

The post MTA NSW Launches ‘Learn an Auto Trade in the Real World’ Campaign to Boost Automotive Training Enrolments appeared first on Marketing In Asia.

PCYC NSW, with a rich history dating back to 1937, had a brand that remained relatively unchanged, leading to misconceptions about its audience and funding. Despite the far-reaching benefits of its not-for-profit programs, Out of School Hours care, and commercial sport and recreation activities, the organization’s breadth and impact were not widely recognized.

In a pro bono partnership, Houston Group worked with PCYC to develop a unifying story and clear brand architecture, supported by a flexible and contemporary design system. The goal is to build a shared understanding of PCYC NSW’s mission and increase its relevance among a more diverse audience.

Central to the new brand identity is the powerful idea, “Belong somewhere life-changing,” which highlights the charity’s transformative impact and unwavering belief in young people. This dynamic and bold visual identity maintains the equity of the star asset, enhances the vibrancy of the color palette, and introduces more meaningful imagery, evolving the overall creative look and feel.

Stuart O’Brien, CEO and Founder of Houston Group, shared, “Growing up in Mount Druitt, I saw first-hand the work of PCYC, so the project is very personal to me. The ability to contemporize such a significant community brand is a really important opportunity; to modernize it in a way that allows kids to re-engage and connect with their local PCYC.”

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Ben Hobby, CEO of PCYC NSW, added, “Being Australia’s pre-eminent youth charity, PCYC NSW wanted to stand out as a fresh, vibrant brand that genuinely represents the more than 60,000 youth members and at-risk youth that we serve each year. We are delighted that Houston Group has engaged with our team in such a professional manner, their expertise has crafted a contemporary, energetic design and message that will assist us to raise an elevated awareness with existing and new stakeholders. We are deeply grateful for their generosity of time, talents, and resources to bring concepts to life over a quick timeframe.”

Houston Group’s commitment to giving back extends beyond its pro bono collaboration with PCYC NSW, partnering with organizations such as Black Dog Institute, Wayside Chapel, Public Education Foundation, Belvoir St Theatre, ID Know Yourself, and more.

O’Brien emphasized, “As a business, we believe cause and purpose are fundamental, and by supporting not-for-profits, we’re able to use our skills to help these incredible organizations continue their vital work.”

The post Houston Group Unveils Dynamic New Brand Identity for PCYC NSW appeared first on Marketing In Asia.

Geoff Jones, SXSW Sydney Chair and CEO of TEG Group, expressed excitement over the diverse array of content and talent that will be showcased. “SXSW Sydney’s uniqueness lies in the breadth of content, topics, and experiences on offer, and this October we are excited to welcome a diverse group of speakers and talent from a range of industries to the SXSW Sydney stage,” said Jones.

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Following the overwhelming response to Session Select, which invites global submissions for the 2024 program, SXSW Sydney Conference is proud to present its latest array of panels, talks, and workshops. Among the notable thought leaders is Reed Jobs, Founder of Yosemite, a venture capital firm that has raised over $200 million to innovate in cancer care. Other distinguished speakers include Google DeepMind AI researcher Clare Bycroft, Managing Director of Bunnings Mike Schneider, and Founder of BuildClub Annie Liao.

Key Sessions Unveiled:

1. The Genomic Transformation of Medicine: This panel discussion, chaired by genomic medicine advocate Sarah Murdoch, features experts such as Daniel MacArthur, Clare Bycroft, and Enzo Porrello. They will explore the advances in genomics, data science, and therapeutics, and address challenges related to cost, data privacy, and equity.
2. Betting Big on Bio — Why the Future of the World Will Be Defined By Biotech: Reed Jobs, Emily Casey, and a panel of biomedical experts will discuss how biotechnology is poised to solve major global challenges such as disease, aging, and climate change.
3. The Plausible Future of Trust: Mike Schneider of Bunnings, interviewed by Nadine Parkington from Think Nimble, will delve into building and maintaining trust in a rapidly changing technological and social landscape.
4. Move Fast and Fix Things: Tech Driving Thoughtful Social Impact: This session will highlight how Australian tech founders are leveraging their resources for social good, featuring insights from Antonia Ruffell and Tash Keuneman.
5. Democracy Under Fire: The Threat of Deepfakes, Disinformation and Fake News on a Global Scale: Experts including Julie Inman Grant and Dr. Miah Hammond-Errey will explore the implications of deepfakes and disinformation in an election year.

Additional sessions cover a wide range of topics, from the impact of generative AI on education to the role of fashion in personal transformation, and from the future of venture capital to exploring the universe’s most inhospitable locations.

SXSW Sydney Music Festival

The SXSW Sydney Music Festival has also announced over 60 new additions to its 2024 lineup. Artists from across the globe, including Indonesia’s Voice of Baceprot and the Philippines’ Clara Benin, will grace the stage, promising an eclectic and dynamic musical experience.

SXSW Sydney Screen Festival

The Screen Festival will feature a compelling lineup of films and music videos, highlighting trailblazing Australian artists and captivating documentaries. Notable entries include “The Most Australian Band Ever!” and “Slice of Life: The American Dream.”

SXSW Sydney Games Festival

The Games Festival showcases innovative games from 16 different countries. It will also host the Games Investment Forum, providing a platform for developers and studios to pitch to publishers and funding bodies. SXSW Sydney 2024 promises to be a landmark event, fostering a collaborative ecosystem where art, entrepreneurship, and cutting-edge technology converge. Supported by the NSW Government and Destination NSW, this event is set to inspire and empower creative communities.

For more details and to start building your schedule, visit schedule.sxswsydney.com. Badges are now on sale at the second release rate.

About SXSW®   

South by Southwest (SXSW) dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of tech, film and television, music, education, and culture. An essential destination for global professionals, the annual March event features sessions, music, and comedy showcases, film and television screenings, exhibitions, professional development, and a variety of networking opportunities. SXSW proves that the most unexpected discoveries happen when diverse topics and people come together. SXSW 2025 will take place March 7-15 in Austin. Learn more at sxsw.com.  

About Destination NSW   

Destination NSW is the champion and voice for the visitor economy within the NSW Government. Spearheading a whole-of-government approach to visitor economy growth, Destination NSW influences and shapes the visitor economy through strategic research, policy and thought leadership, stakeholder engagement and consultation, commercial partnerships and investment in visitor experiences, business support, marketing and events. Destination NSW is also the major investor in Business Events Sydney (BESydney) for the purpose of securing more international and domestic conventions, incentive travel reward programs, corporate events and exhibitions.

About TEG  

TEG is a global leader in Live Entertainment, Ticketing and Technology and has been at the heart of the live event experience for 50 years through its touring and ticketing operations. Every day TEG connects fans to experiences and customers with brands. TEG are proud partners of some of the world’s largest and most iconic venues as well as leading global brands and events. Through TEG’s integrated operating model, the business brings the best live content, ticketing, and technology to partners with access to the best and most compelling music, sporting, and entertainment events across the globe. TEG is headquartered in Sydney, Australia and operates globally with offices across Asia, Europe and the US.

The post SXSW Sydney Announces Over 500 New Speakers and Experiences for 2024 appeared first on Marketing In Asia.

Paris Olympics Inspire Bastille Festival

In anticipation of the 2024 Paris Olympics, Sydney’s Circular Quay will host the Bastille Olympic Village, featuring remarkable 3D sculptures of iconic Paris landmarks, including a stunning 6-meter-high Eiffel Tower replica. The Village will also offer sports workshops in fencing, basketball, badminton, and archery, led by professional coaches and athletes, echoing the Olympic spirit.

Mr. Martin Juillard, Consulate-General of France, shared his enthusiasm: “Paris Olympics will be a landmark in the history of the Games – as much as Sydney Olympics once were. We’re happy to celebrate everything that unites the two cities, the two people, and beyond them, the values and friendship we all share, through the Olympic spirit. Come and get a scent of Paris here in Sydney.”

A highlight of the festival is the Bastille Olympic Parade on Saturday, July 13th. The parade will feature athletes, performers, and community groups celebrating the Olympic spirit and the strong cultural ties between France and Australia.

Non-Stop Entertainment Across Circular Quay

The festival spans 22,000+ square meters across seven sites, offering 124 free shows with 344 artists. Expect live concerts, DJ sets, dance classes, and more. Jazz enthusiasts can enjoy performances by Paris to Rio Jazz, Anna Weaving Collective, and Coucou Zazous. Other highlights include rock and pop concerts by Fireglow and Soulganic, swing dancing classes, and captivating shows by Los Carmonas Flamenco and Kiltir Tropical.

Exclusive Masterclasses and Wine Tasting Tours

New this year, the festival introduces ticketed masterclasses in culinary arts and wine. Renowned chefs like Yves Scherrer and Fabio Salvato will lead classes on creating exquisite pastries and dishes. Wine enthusiasts can join the Bastille Wine Walk, a self-guided tour featuring wines from eight prestigious French regions.

Artistic and Cultural Experiences

Visitors can also participate in creative workshops on comic drawing, street murals, and soap making. Photography enthusiasts can capture the festival’s essence in a photo masterclass. The festival’s Le Mulled Wine Cinema will screen classic French films under the stars, with mulled wine and cozy blankets for a perfect cinematic experience.

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Dining and Shopping Delights

Enjoy extraordinary dining experiences at Le Diner Extraordinaire in Quay Quarter Lane, featuring French-inspired menus paired with live entertainment. The festival also offers a sustainable shopping experience at the Second-hand Market and Art Fair, showcasing pre-loved items and artworks by local artisans.

Pet-Friendly Celebration

The festival ensures a welcoming environment for pets, allowing visitors to enjoy the festivities with their furry friends.

Join the Bastille Festival at Circular Quay from July 11-14, 2024, for a celebration of French culture and the Olympic spirit. Enjoy free entry to the festival and explore unique ticketed experiences starting from just $20. For more details, visit bastillefestival.com.au.

About Bastille Festival

The Bastille Festival is an annual celebration in Sydney honoring French Bastille Day on July 14th. It features culinary delights, artistic displays, and cultural experiences, attracting locals and visitors to Circular Quay and The Rocks.

The post Bastille Festival 2024 Set to Ignite Sydney with French Flair appeared first on Marketing In Asia.

The Strategy Studio leverages international resources to gather cutting-edge insights and trends, drawing on the extensive experience of working with prestigious clients such as Google, Adidas, NFL, Adobe, Meta, Amazon, Spotify, TikTok, and Activision.

Ross Berthinussen, CEO of 72andSunny ANZ, expressed, “72andSunny builds modern brands through strategy, advertising, and design. We created The Strategy Studio because clients need a deeper level of strategic advice on how to navigate a marketing landscape that’s evolving faster than ever before. To engage new audiences and drive growth, clients need to be agile and fast to market, but must also understand the often complex, cultural context they are operating within. That’s exactly what our new offering does.”

The Strategy Studio aims to address a variety of strategic challenges that can catalyze growth, such as identifying growth audiences, crafting foundational brand strategies, and developing go-to-market playbooks.

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To spearhead this global consultancy, 72andSunny has welcomed back two distinguished alumni. Miné Cakmak, appointed as Head Of Consulting, re-joins from her role as Group Strategy Director at FNDR, where she aided founders and CEOs in shaping their brands. Originally from Istanbul, Miné transitioned from a career on Wall Street to brand building, with tenures at TBWA/Chiat/Day, Johannes Leonardo, and 72andSunny.

Joining her is Aviva Mann, a senior strategist from Landor & Fitch, where she guided industry leaders like Meta and Intel in simplifying complex portfolios and expanding into new categories.

Berthinussen added, “The Strategy Studio works with clients who need upstream thinking. But we also work with companies that need strategic firepower but not necessarily full-service support, either because they have needs that are bigger than marketing, or because they have in-house creative departments.”

The launch of The Strategy Studio marks a period of significant momentum for 72andSunny, the primary advertising and strategy partner for Google in Australia, with recent successes including Stake, MLC, and BCF, along with several new client partners to be announced soon.

The post 72andSunny Launches The Strategy Studio to Propel Global Brand Growth appeared first on Marketing In Asia.

The IGA network, comprising over 1,150 independent family-owned stores across regional and metropolitan Australia, stands as the nation’s premier independent supermarket chain. Known for their commitment to supporting local shoppers, communities, producers, and suppliers, IGA continues to enhance its brand with this strategic partnership.

Fiona Johnston, General Manager Shopper, Brand, and Loyalty at Metcash Food, expressed her enthusiasm for the collaboration: “We’re excited to partner with Special, another independent network, to continue to share more about what makes IGA special and the benefits that come from shopping local from family-owned businesses.”

Also Read: Ellerton & Co. Appoints Prayaank Gupta as Executive Director to Accelerate Southeast Asia Expansion

Lindsey Evans, Partner and CEO at Special Australia, echoed this sentiment, highlighting the mutual values and goals of both entities: “We are really proud to partner with this great team at IGA and this wonderful brand in its next chapter. It is a brand that is at the heart of so many communities and we are in a privileged position to be able to help leverage the incredibly powerful brand truths in supercharging growth.”

This partnership promises to bring a fresh perspective to IGA’s brand narrative, emphasizing the unique value of shopping locally and supporting family-owned businesses. With Special’s innovative approach, IGA aims to further solidify its position at the heart of Australian communities.

The post IGA Appoints Special as Lead Brand and Creative Agency Following Competitive Pitch appeared first on Marketing In Asia.

The partnership emerged from a competitive pitch and entrusts Claxon with a comprehensive remit covering strategy, media, and creative services. Claxon will leverage its proprietary brand performance methodology to deliver a robust omni-channel approach, propelling Wideline Group’s ambitious plans to amplify its national footprint.

Jade Axford, Chief Growth Officer at Claxon, expressed immense satisfaction with the win. “Wideline’s brief to build out a robust omni-channel strategy supporting ambitious growth is a perfect fit for our team, as it aligns perfectly with Claxon’s ethos to holistically bring brand and performance together to drive business growth,” Axford stated.

Axford added, “Additionally, we are excited to elevate the brand’s existing relationship with an iconic renovation show on Ch9 to engage more customers and position Wideline as the windows and doors expert for both builders and home renovators.”

Also Read: Revolutionizing HR: How Finworld Leverages Automation and Technology to Enhance Employee Experience

Michelle Hendriks, Director at Wideline Group, echoed the enthusiasm, stating, “We are delighted to partner with Claxon at such a pivotal time in our growth strategy. Claxon’s use of AI across its creative offering plus the team’s understanding of our ambitious expansion plans make them the perfect partner to support the next stage of our brand’s history.”

Hendriks further emphasized, “Our 55-year history and heritage are essential foundations to Wideline’s story, but with Claxon’s help we will strike a balance between maintaining the brand’s history and at the same time be known as a contemporary and modern brand able to compete in today’s – and tomorrow’s – competitive market. We can’t wait to see where our partnership leads.” Strategy development is already underway, with the creative campaign expected to launch in Q3.

About Wideline Group

Wideline Group is a family-owned Australian business that brings light, vision, and wonder into Australian homes through innovative production of windows and doors. Visit: Wideline.

The post Claxon Wins Wideline Group Media and Creative Account, Extends Client Roster appeared first on Marketing In Asia.

The partnership aims to boost customer engagement and loyalty across existing studios, while also attracting future franchisees in Australia, the UK, and the US.

Johnny Cohen, Founder of Celebrity Ink, expressed his enthusiasm: “As we prepare ourselves for big expansion both nationally and internationally, we knew that we needed help from an agency that has a proven track record of helping businesses scale and grow. We know that Claxon has capabilities far beyond ‘just’ marketing; their creative approach, PR offering, data-driven tactics, and holistic consultative approach made partnering with them a no-brainer for us. We’re excited to see how this partnership takes shape and how they can help us enter new markets.”

Also Read: Tropicana Metropark Emerges as Subang Jaya’s Premier Community Hub

Claxon’s CEO, Daniel Willis, shared his excitement: “I’m excited both professionally and personally for Claxon to be working with the Celebrity Ink crew. They’re such an iconic brand and have such big ambitions, I’m looking forward to the team working with a client who isn’t afraid to innovate and be bold. Tattoos are extremely common around our office, so it is safe to say Claxon’s team shares a similar passion for the craft as Celebrity Ink’s team. We can’t wait to help drive significant growth for the brand on the global stage.”

Celebrity Ink currently operates 26 tattoo studios across Australia, Indonesia, Thailand, and Italy. Work on the new initiatives will commence immediately.

The post Claxon Appointed as Media and Creative Agency of Record for Celebrity Ink appeared first on Marketing In Asia.

With more than 3,000 Salesforce-certified employees and 8,900 Salesforce certifications, Merkle is a leading agency partner and one of the largest Salesforce Commerce Cloud partners globally. Merkle grew its Salesforce practice organically and through acquisitions of Aware Services, Happy Marketer, Bluecom Solutions, Sokrati, and Ugam, which helped bolster Merkle’s existing Salesforce capabilities, adding scale and additional geography. Merkle industry experts serve on nine Salesforce Partner Advisory Boards with the goal of helping shape the future of Salesforce programs, products, and industry solutions.

“Merkle takes great pride in our 20-year strong partnership with Salesforce. Asia continues to witness an ever-increasing global share of economic growth, and we remain dedicated to bolstering our collaboration with Salesforce by making substantial investments in our Salesforce practice in Asia. By harnessing the exceptional talents in Asia, we are well-positioned to develop innovative solutions that understand market nuances and deliver enhanced people-centric customer experiences, driving brand success with Salesforce in this increasingly competitive region,” said Chris Webb, APAC Chief Operating Officer at Merkle.

Also Read: An Interview with Celine Ting: Bridging the Upskilling Gap with OpenAcademy

“Over the years, our close collaboration with Salesforce has enabled us to design, deliver, and optimise customer-first experiences for leading companies across Asia, including KFC, Shiseido, FunLab, Under Armour, and many more. We look forward to further strengthening our partnership with Salesforce and empowering more businesses in the region to thrive in the digital age.”

In 2023, Merkle launched its global accelerator for Salesforce Commerce Cloud and integrated Merkle GenCXfor use with Salesforce Einstein to help brands harness the power of generative AI to drive insights, audiences, creative, and campaign recommendations. Merkle also made its proprietary identity resolution solution, Merkury, available on Salesforce AppExchange. This allows brands to generate actionable insights from large enterprise data sets and turn them into action by automating marketing and 2

commerce use cases, including predictive modeling, profiling, audience definition, look-alike modeling, creative decisioning, personalization, and ad copy generation.

“Merkle and Salesforce’s partnership is driven by customer-centricity and has transformed brands and enhanced their customer engagement strategies. The same focus, fuelled by AI and data, will accelerate growth for many businesses in Asia. By combining Salesforce’s leading AI CRM platform with Merkle’s top-tier consulting services, we will continue to provide our joint customers with unparalleled value, helping them innovate, improve their digital interactions, and achieve accelerated time to value in today’s AI era,” said Tara Ridley, Alliances & Channels, APAC, Salesforce.

Merkle will be co-exhibiting at two upcoming, highly anticipated events with Salesforce to showcase key components of customer experience innovation:

• • SuperAI o Date/Location: June 5-6, Marina Bay Sands Convention Centre, Singapore

Theme: Finding Success in the Next Era of Digital Transformation with AI.

Listen to Brad Riley, Head of Solutioning and Architecture, and Shaun Au Yong, Director of Data and Marketing Effectiveness, detail how to find the Generative AI sweet spot and leverage the simplicity in world-class AI services and integrated AI solutions to solve critical business challenges.

• • NRF 2024: Retail’s Big Show Asia Pacific: o Date/Location: June 11-13, Marina Bay Sands Convention Centre, Singapore

Theme: Introducing Infinite Experience: Winning in Today’s Retail Economy.

Trailblaze with Merkle and Salesforce on an extraordinary journey into the future of retail and unveil the Infinite Experience story that tells the secrets to creating mind-blowing customer journeys. Honing in on The Dentsu Group’s Japanese heritage, Merkle and Dentsu are also bringing a stellar lineup of Japanese innovation technology partners to provide visitors with a glimpse of the hottest retail technologies from Japan.

About Merkle

Merkle, a Dentsu company, powers the experience economy. For more than 35 years, the company has put people at the heart of its approach to digital business transformation. As the only integrated experience consultancy in the world with a heritage in data science and business performance, Merkle delivers holistic, end-to-end experiences that drive growth, engagement, and loyalty. Merkle’s expertise has earned recognition as a “Leader” by top industry analyst firms, in categories such as digital transformation and commerce, experience design, engineering and technology integration, digital marketing, data science, CRM and loyalty, and customer data management. With more than 16,000 employees, Merkle operates in 30+ countries throughout APAC, the Americas, and EMEA. For more information, visit www.merkle.com

The post Merkle Celebrates 20 Years of Salesforce Partnership, Expands Capabilities in Asia appeared first on Marketing In Asia.

The Queensland Museum Online Experience, developed by Alive X, Australia’s pioneering storytelling, brand-building, and content engagement agency, was praised by Eventex Judge Laura Vilep, head of Global Events and Seminars for Mind Valley. She described it as a “project which brings goosebumps, so strong, immersive and important in its message.”

Alive X’s Founder, Ant Hampel, shared the inspiration behind the project, saying, “With a guiding brief of developing a museum experience unlike anything else seen in the world, Alive X created a place for people to learn, then lead. We focused on providing a deep, powerful, sensory journey to build strong and unbreakable emotional connections using content in remarkable new ways.”

Also Read: Australia’s First Full Hybrid Ute: GWM Cannon Alpha Redefines Power and Performance

The recognition comes amidst a record-breaking number of entries for Eventex. Hampel elaborated, “We are absolutely delighted that we received global acclaim in two categories. The Queensland Museum itself utilized the latest emerging technologies to create a space which is like no other. It tells the stories of survivors using AI and VR and leaves visitors with a breathtaking account of an atrocious period in world history.”

The physical Queensland Holocaust Museum, which opened in June 2023, has been praised for its innovative use of an historic space. Hampel noted, “The space re-imagines the use of content comprising moving image, stills, new technologies AI and VR to optimize the experience.”

Jason Steinberg commended the project, saying, “The space created by Alive X is an extraordinary achievement and it’s about ordinary people in an extraordinary period in history. We are so proud to have won both awards and we would like to recognize the Queensland Government, The Brisbane City Council, and the Federal Government for their support in allowing us to create these award-winning achievements.”

Adam Mortimer, Director of Strategy, Partnerships, and Brand Experiences from Spaces Interactive, highlighted the importance of the museum’s mission. “A key objective was to record the lives of the 300 survivors who made Queensland their home. We were intent on informing school students and a wider audience about the Holocaust’s horrors sensitively, with the intention of developing an experience that is unique. We needed to tell the story in a way that was not offensive, nor too graphic, and yet create a never-before-seen experience.”

Mortimer added, “We drew on a broad range of inspirations and experiences spanning cinema, theatre, international museums, sculpture, design, and music. The result is unexpected and highly engaging. We also aligned the live and digital worlds, acknowledging the shift to asynchronous learning.”

This significant achievement underscores the innovative spirit and dedication to powerful storytelling that Alive X embodies. As the world continues to evolve, the integration of advanced technologies in preserving history ensures that future generations can engage with and learn from the past in profoundly impactful ways.

The post Queensland Holocaust Museum Virtual Experience Wins Gold and Silver at 14th Global Eventex Awards appeared first on Marketing In Asia.

The hero television commercial (TVC) of the campaign sets the scene in a harsh, windswept location, reflecting the rugged terrain often encountered by Australian ute drivers. Locals, who are equally rugged and unforgiving, look on in curiosity as the Cannon Alpha Hybrid undertakes a daunting challenge. The vehicle smoothly tows a hefty boat from the water, up a steep boat ramp, and along a challenging road, all while maintaining an effortless demeanor. This display of strength and capability not only highlights the 3.5-tonne towing capacity but also the advanced hybrid powertrain that sets the Cannon Alpha apart from its competitors.

Simon Lee, Chief Creative Officer and Partner at The Hallway, shared insights into the campaign’s creative approach: “There’s no doubt there are pubs in Australia where the idea of a ‘hybrid ute’ would be met with skepticism. We wanted to show that the Cannon Alpha Hybrid isn’t just a hybrid; it’s a serious, high-performance ute. And what better way to prove it than in the ultimate test of Aussie ute culture: the boat ramp?”

Steve Maciver, Head of Marketing & Communications at GWM Australia & New Zealand, echoed this sentiment, emphasizing the innovation and performance that the Cannon Alpha Hybrid brings to the market. “This campaign showcases the world-class engineering behind Australia’s first full hybrid ute. By combining a familiar yet challenging scenario with a touch of humor, we aim to resonate with potential buyers and reinforce GWM’s position as a leader in automotive innovation.”

Also Read: Leadership Shake-Up at Quotient Ventures: Founders Resign and Chart New Paths

The campaign, which launched in late May, spans various platforms including TV, online video, social media, digital, and out-of-home advertisements. This multi-channel approach ensures that the message reaches a wide audience, highlighting the versatility and strength of the Cannon Alpha Hybrid to both traditional and modern viewers.

GWM’s introduction of the Cannon Alpha Hybrid comes at a time when the demand for utility vehicles is higher than ever. However, the unique hybrid powertrain sets it apart in a market dominated by conventional diesel and petrol engines. The hybrid system not only offers improved fuel efficiency but also provides the torque and power necessary for heavy-duty tasks, making it an attractive option for both urban and rural users.

In addition to its powerful performance, the Cannon Alpha Hybrid boasts a suite of advanced features designed to enhance driver comfort and safety. The vehicle is equipped with state-of-the-art technology, including adaptive cruise control, lane-keeping assist, and a comprehensive infotainment system. These features ensure that the Cannon Alpha Hybrid is not only capable of handling tough conditions but also provides a comfortable and secure driving experience.

The introduction of the Cannon Alpha Hybrid marks a significant milestone for GWM as they continue to innovate and expand their offerings in the Australian market. By combining cutting-edge hybrid technology with the rugged capability expected of a ute, GWM is poised to capture the attention and admiration of Australian drivers.

As the campaign continues to roll out across various media channels, it’s clear that the Cannon Alpha Hybrid is more than just a new vehicle; it’s a bold statement about the future of utility vehicles in Australia. Whether towing a boat up a steep ramp or navigating the urban jungle, the Cannon Alpha Hybrid promises to make every task look effortless.

The post Australia’s First Full Hybrid Ute: GWM Cannon Alpha Redefines Power and Performance appeared first on Marketing In Asia.

Andrew Clift, Managing Partner at UM’s House of Performance, expressed his enthusiasm for the partnership: “To help Canteen find new donors in today’s challenging market, we needed to combine performance marketing strategies with a focus on storytelling and community engagement. Paramount to the overall success of the media strategy is finding new ways to engage regular givers, as Canteen continues to play a pivotal role in the lives of young people affected by cancer.”

UM Australia’s remit for Canteen encompasses a comprehensive media strategy, including planning and buying, with a clear objective to increase donor numbers and improve engagement. The agency will leverage its House of Performance framework, which is designed to measure and optimize campaigns across all paid, earned, and owned media channels. This holistic approach ensures that campaigns are effectively targeted and impactful, from ATL initiatives to digital acquisitions.

Janelle Cook, Executive Director of Marketing & Fundraising at Canteen, highlighted the significance of this partnership: “Canteen is committed to helping young people navigate a world turned upside down by cancer, and UM’s appointment further amplifies our commitment. UM will help bring our mission to life through innovative media strategies and engaging campaigns, building on Canteen’s efforts to increase fundraising so we can continue our vital work.”

She continued, “From early in our discussions, UM’s team demonstrated a passionate commitment to our cause. Coupled with their outstanding strategic insight, media buying, and planning nous, this will make for a brilliant partnership. I can’t wait to see what we can achieve together.”

The collaboration between UM Australia and Canteen will kick off with a campaign to build brand awareness following Canteen’s recent brand refresh. The focus will also be on highlighting National Bandanna Day, which celebrates its 30th anniversary this year. Over the past three decades, this iconic fundraising event has raised millions of dollars to support young people, providing them with the connections and friendships they need to overcome the challenges of cancer.

Andrew Clift concluded: “UM looks forward to creating innovative work to engage with young people, their families, and the wider public. Our goal is to drive positive change and increase awareness of Canteen’s mission. We are excited to help make National Bandanna Day 2024 a significant milestone in Canteen’s fundraising efforts.”

Also Read: NewJeans Unveils “How Sweet” in COKE STUDIO 2024 Performance Video

As preparations for National Bandanna Day on October 24, 2024, begin, both UM Australia and Canteen are optimistic about the future. With UM’s expertise in performance marketing and community engagement, Canteen is poised to reach new heights in its mission to support young people affected by cancer. This partnership is not just about media strategy; it’s about making a tangible difference in the lives of those who need it most.

By combining innovative media strategies with a deep understanding of the community, UM Australia and Canteen are set to create campaigns that resonate with donors and the wider public. As they embark on this journey together, their shared vision and commitment to excellence will undoubtedly yield positive results, making a lasting impact on the lives of young people and their families.

The post UM Australia Partners with Canteen to Boost Cancer Support Initiatives appeared first on Marketing In Asia.

Improper flushing habits have become a significant concern, leading to over 20,000 sewer blockages annually and costing Sydney Water a staggering $27 million in clean-up efforts. Alarmingly, 55% of Sydneysiders still believe it is acceptable to flush items beyond the 3Ps, exacerbating the problem.

The “Toilet Blockers” campaign seeks to address this issue head-on by framing errant flushers as part of a humorous support group called Toilet Blocker’s Anonymous. Through a series of films, social media posts, radio segments, print ads, and PR activities, the campaign humorously confronts individuals about their bad flushing habits.

Elise Barker, Acting Head of Brand, Media, and Marketing at Sydney Water, emphasized the gravity of the situation, stating, “This is a serious issue in our wastewater network and a significant problem right across Greater Sydney. We wanted to use humour to make people think twice about what they’re flushing down the toilet.”

Also Read: The New Standard: Sustainability Practices in Luxury Adventure Resorts

Barker further added, “The 3Ps may be simple to learn, but we needed a memorable and engaging way to encourage people to rethink their behaviour. It’s Friday’s ‘Toilet Blockers’ campaign does just that.”

Vince Lagana, Chief Creative Officer at It’s Friday, highlighted the dual nature of the campaign’s message, saying, “The message is simple, if you flush inappropriately, you’re part of a hidden group of everyday Sydneysiders who must break their bad flushing habits before it breaks their toilet. You may not know it, but you are a Toilet Blocker.”

Lagana also noted the unique blend of seriousness and humor, adding, “It’s not often you get to communicate a message that’s serious but also so awkward, it’s tailor-made for comedy. We’ve had a great time bringing it to life and we’ve all learned things along the way. Like, who knew tissues shouldn’t be flushed?”

Sydney Water’s “Toilet Blockers” campaign serves as a crucial reminder for Sydneysiders to rethink their flushing habits and adhere to the 3Ps, ensuring a cleaner and more efficient wastewater system for all.

The post Sydney Water’s Hilarious “Toilet Blockers” Campaign Aims to End Improper Flushing appeared first on Marketing In Asia.

In New Zealand, ASB’s ‘Ben & Amy’ took out the number one spot for the fourth consecutive year, followed closely by ANZ’s ‘We Do How’ and Turners ‘Tina from Turners’ rounding out the top three spots. Australia’s top three spots was led by KFC’s ‘Look on the Fried Side of Life’ with Telstra’s ‘This is Footy Country’ and ALDI’s ‘Good different’ taking second and third spot respectively.

The Favourite Ads Survey asks a representative sample of more than 1,250 Kiwis, and the same number of Aussies, aged 18 to 60 years some simple open-ended questions designed to encourage candid feedback, including: “What’s your favourite ad on TV at the moment?”, “Why did you like it?” and “How did it make you feel?”

In the latest NZ survey, the top 4 have remained consistent in their rankings since (December 2023); four brands are new to list; three have been in the top 10 before but are +/- position in the latest rankings; and one newcomer is listed. This is Australia’s inaugural Favourite Ads Survey conducted by TRA, so all ads are all newcomers to the list.

Carl Sarney, TRA’s Head of Strategy, and Alex Forrester, TRA’s Business Director use the TRA’s proprietary framework, Creative Edge, to evaluate the strength of the ad’s creative execution to explain why certain ads perform better than others. The framework includes the ‘three R’s’; how likely an ad is to grab people’s attention (Remarkable), entertain (Rewarding), and how strongly the brand is linked to the creative idea (Remembered).

Analysis of the results revealed two distinct differences between Australia and New Zealand

Character focus: NZ ads seems to leverage familiar characters and ongoing stories, such as ASB’s “Ben and Amy” and ANZ’s “Sharma family”. While in Australia, some character-driven ads also present (e.g., Toyota’s “HiLux ‘In the Middle’), but more frequently focus on branded storytelling and situational humour, such as Cadbury’s generosity theme and Toyota’s humorous take on a messy divorce – versus an identifiable “character”. 

National Identity: While both countries have their fair share of culture-wars and social polarisation – NZ ads appear more settled with the idea of “Kiwi-ness”, whereas in Australia, the idea of “Aussie-ness” is only approached indirectly by brands (via sport or weather). This may reflect a comparative un-ease with Australians regarding the idea of being Australian versus the pride New Zealanders feel about being a Kiwi. 

Resident New Zealand adman, Carl Sarney said: “One story, spread as big as you can afford to spread it, is creating highly effective, enduring icons that are loved by the public. It’s good news for everybody – campaigns loved by the public tend to drive results that are loved by the C-suite too.

“Ben & Amy are a case in point, the ASB brand characters have resonated with Kiwis for years consistently earning them top spot since the characters were launched back in 2020,” Sarney concluded.

In contrast Australia’s Alex Forrester said: “The common theme across the Aussie ad winners was the ads were remembered and resonated because the brands strongly linked their brand to the creative idea.

 “KFC’s ‘Look on the Fried side of Life’ is a textbook example, a perfect combination of great human insight and brand truth.

Also Read: Gen Z Friendships and Brand Loyalty: Insights from Masahide Yoshida, Researcher at Dentsu Youth Research Unit

 “The human insight is so familiar, that sometimes we do feel defeated by life, and the brand truth works perfectly – KFC is good because it’s bad. It’s also a great example of category disruption, food can be unhealthy sometimes! This combination of novel and surprising elements makes the execution of the ad more remarkable and rewarding,” Forrester explained.

“In comparison, consider Telstra’s ‘Footy Country’ ad, remembered because the brand is not obvious throughout the ad. That’s a bold decision which demonstrates that attribution – being ‘remembered’ – is more complicated than just repetition of a brand’s logo.  When executed expertly, the use of deliberate subtlety can work.

 “A massive amount of effort goes into creating advertising that people love. But this effort is wasted if people don’t know what brand the ad is for. The good news is that increasing performance on ‘Remembered’ doesn’t come at the expense of creating work that resonates. The top ads are excellent examples of favourite campaigns that are instantly recognisable as coming from their respective brands,” Forrester concluded.

Giselle Bleakley, Head of Marketing and CX at New World, was delighted the brand is a new entry to NZ’s list.  She said: “Rather than invent something new to talk about, we listened to our customers and used advertising to amplify what they already loved about us

“Our campaign tracking shows that the ‘find your wonderful’ TVC achieves some of the strongest attention and bonding scores for any ad we’ve measured.

“Matching brand promise with CX is important to us. We measure how well people think we live up to the promises we make with customer surveys, and since launching ‘find your wonderful’ these scores have been at record highs,” Bleakley concluded.

NZ’s top 10 ads

1. ASB – Ben and Amy  [No change in rankings] 
2. ANZ – We Do How  [No change in rankings] 
3. Turners – Tina from Turners   [No change in rankings] 
4. PAK’nSAVE – Stickman  [No change in rankings] 
5. Genesis – George and her family  [+3 places]
6. New World – Find Your Wonderful [new to list]
7. McDonalds – It’s Good to be the Driver [-2 places]
8. KFC – General retail  [-1 places]
9. Vogels – Neighbours [New to list]
10. Lotto – House Hunt returns to list

Australia’s top 10 ads

11. KFC – Look on Fried Side of Life Campaign [and related ads]
12. Telstra – This is Footy Country
13. ALDI – Good Different 
14. Cadbury – There’s a glass & a half in everyone (garage)
15. Woolworths – Packed with Pride
16. Toyota –  HiLux ‘In the Middle’
17. AAMI –When Australia Happens
18. HBF – Quokka Series (example)
19. McDonalds – The Original Mouthful
20. Kia – Kia’s Getting a Ute

The post Australians and New Zealanders’ Favourite TV Ads Revealed: Cultural Insights and Top Picks appeared first on Marketing In Asia.

The very Aussie collaboration and supporting campaign targets an 18-34 year old demographic, looking for an on-the-go, one-handed eat, lunch solution, aiming to satisfy Australia’s chicken cravings as we head into winter and footy final season. The launch is supported by a fully integrated creative campaign via Leo Burnett Australia, including 15’ TVC, online, social, digital, radio and OOH, plus the introduction of specially designed merchandise available through the Red Rooster merch website.

Ashley Hughes, Director of Marketing, Red Rooster, said this is a truly innovative partnership of two much-loved iconic Aussie brands and an exciting time of change and innovation for Reds.

Hughes said: “We are excited to expose Reds and our roast chicken & gravy flavours to a new and wider audience and embed the brand further in Aussie pop culture by collaborating with another highly recognisable iconic Australian food brand.

“Four’N Twenty is famous for its pies, and we are famous for our chicken, and in my book, that makes this the perfect partnership. And we all know how much Australians love their pies, so we are very confident this limited edition menu item will be a hit with our customers, especially those heading to the footy and needing a delicious on-the-go winter lunch option to satisfy their cravings.”

Also Read: Gen Z Friendships and Brand Loyalty: Insights from Masahide Yoshida, Researcher at Dentsu Youth Research Unit

Marijke Spain, Creative Director, Leo Burnett, said: “We were excited to see a brief about the coming together of two iconic Australian brands. In the spirit of our Reds platform, which celebrates the crazy things people do to satisfy their chicken cravings, we brought this partnership to life in an iconic Aussie scenario – a pie at the footy.”

CMO of Patties Food Group, Anand Surujpal said: “It is always exciting when two Aussie icons come together to bring customers a brand-new product. Alongside Red Rooster, we’re looking forward to customers tasting the new Chicken & Gravy pie, combining the beloved flavours of Four’N Twenty and Red Rooster into a delicious new pie. We are excited to see this become a fan-favourite.”

The TVC launches May 15  across FTA and other channels for seven weeks through July 2. The new Red Rooster x Four ‘N Twenty Chicken & Gravy pie is available for a limited time only from May 15, on menus at Reds restaurants nationally, via Drive Thru, Dine In, Take Away, Click & Collect and Delivery.

As for the pie becoming a regular menu item? “Watch this space,” concluded Hughes.

15’ TVC: https://youtu.be/eYjg1XgXsz0.

Campaign credits

Client

Ashley Hughes, Director of Marketing, Red Rooster

Jane Hillsdon, Marketing Manager, Red Rooster

Julia Lo Presti, Brand Manager, Red Rooster

Stella Katsaros, PR & Communications Manager, Red Rooster

Leo Burnett Australia – creative agency

Creative Director: Marijke Spain

Creative Director: Michelle Walsh

Art Director: Cristina Muffatti

Copywriter: Kevin Ma

Senior Business Director: Nicole Denning

Business Director: Dani Garabedian

PXP: Producer: Lauren Woods

Media: Atomic212

Production Company: Photoplay

Director: Scott Otto Anderson

Executive Producer: Emma Thompson

DOP: Daniel Ardilley

Food Stylist: Jacqui Hing

Offline Editor: Mark Bennett

Online: Chris Grocott @ White Chocolate

Sound Post: Renee Park @ Rumble Studios

Casting: Danny Long

The post Red Rooster and Four’N Twenty Launch Limited Edition Chicken & Gravy Pie Ahead of Footy Final Season appeared first on Marketing In Asia.

Designed as a nurturing community for industry professionals who are planning a family, expecting, or already caring for children, The Village redefines support, connection, and advocacy for working parents, and is aimed at fostering successful and sustainable careers within the industry.

Co-founded by Louise Wilson, Head of New & Emerging Business, LinkedIn Marketing Solutions and Lauren Thornborough, Client Partner at UM – both of whom are working parents, The Village’s long-term vision is to advocate for industry-wide change to address the prevalent staff retention issue the media industry faces.

Recent independent research commissioned by The Village, revealed 80% of surveyed parents in media cited an overbearing mental load as a barrier to peak performance.

Lauren Thornborough Co-Founder, The Village, said: “This alarming statistic clearly demonstrates the need for this cohort to connect, share experiences, and navigate the complexities of balancing parenthood and career aspirations. Failure to provide adequate support risks further attrition of experienced talent from the industry.”

Also Read: Jess Tan Shares Her Journey: Balancing Leadership and Motherhood in a Dynamic Career

James Ledger, Consultant, The Client Relationship Consultancy, emphasised the ripple effect of talent churn on agencies and advertisers alike, noting the importance of initiatives like ‘The Village’ in nurturing an experienced workforce.

Ledger said: “One of the biggest frustrations clients have is their agency teams are becoming more junior. Clients are becoming increasingly concerned they are missing out on the strategic counsel, guidance, and support that comes with a more experienced team. In light of this, I applaud ‘The Village’, as a well-needed initiative designed to inspire, energise and motivate a more senior agency workforce.  That is good news for agencies, their people, and their clients”, Ledger concluded.

Thornborough continued: “Every individual needs a community they can connect and navigate life with. I wish The Village existed when I returned from maternity leave; somewhere to meet like-minded people, to share advice and receive the mentorship I needed to see a future in the media industry.”

The Village already has the support of several prominent industry bodies including the MFA, IMAA, and IAB Australia. oOh!media are supporting the program as a Foundational Partner. The Village’s volunteer workforce is supported by an esteemed advisory board including industry luminaries such as:  Angeline Lee, Venessa Hunt, Jacquie Alley, Scott Laird, Kim Portrate, Ricky Chanana, Anathea Ruys, Georgie Nichols, Claire Tsubono and Greg Graham.

The Village promises a robust line-up of offerings, including regular workshops covering pertinent themes, peer-to-peer mentoring opportunities and an online community. The inaugural workshop series is scheduled to commence late-2024; also launching will be a comprehensive and complementary member e-newsletter highlighting family-friendly workplaces and invaluable resources.

The Village will launch as a free offering for members with details for registration found on the website. To become a member of The Village or explore sponsorship opportunities, please visit www.thevillageworkingparents.com.au.

The Village kickstarts its program with founders, Louise and Lauren, speaking at Cannes in Cairns in June, leading a panel discussion titled ‘Balance is Bullshit – working parents need a village,’ including Kim Portrate, CEO of Think TV and Matt Fahd of Tik Tok.

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This isn’t your average sugary convenience drink. Suntory BOSS Coffee is taking aim at the heart of what truly fuels ambition: delicious, high-quality coffee. Their secret weapon? The unique Japanese “Flash Brew” method, where coffee is brewed hot and then rapidly chilled to lock in a rich, robust taste.

Say goodbye to lukewarm disappointments and hello to a convenient can bursting with real coffee goodness. This campaign, aptly titled “Ambition is,” positions Suntory BOSS Coffee as your perfect partner-in-crime for those busy workdays. It’s the ideal pick-me-up to propel you forward, sip by delicious sip.

Inspired by Japanese craftsmanship and the spirit of “Kanso” (simplicity), the campaign boasts a fresh new visual identity alongside its powerful message.

Also read: Clemenger BBDO Levels Up: Adrián Flores Takes the Helm as Chief Creative Officer

Amy Hiscock, Head of Suntory BOSS Coffee Marketing, Suntory Beverage & Food APAC, said: “Suntory BOSS Coffee is proudly the number one canned coffee beverage across Australia and New Zealand. When we introduced the product into the market two years ago with our ‘How Japan Can’ campaign, it was important that we raised awareness of the category and focused on our Japanese heritage. The new campaign ‘Ambition is’ and updated visual identify, developed with the team at It’s Friday allows us to continue to hone in on our heritage but also dial up the quality and taste experience to inspire a Boss Coffee experience at any time during the work day. Suntory BOSS Coffee is real, rich-tasting, flash brewed coffee, all in the convenience of a can.”

Vince Lagana, CCO and Co-Founder at It’s Friday, the creative agency behind the campaign, adds, “In this first iteration of the ‘Ambition is’ campaign we wanted to focus on the brand’s real coffee credentials. We knew we’d never replace the first coffee of the day for Australians and our Kiwi  friends. That’s too sacred. But once people understand that Suntory BOSS coffee is real coffee, they see that there’s a fresh way to get that second or third coffee hit. That’s where Suntory BOSS Coffee comes into its own. That’s how it can help fuel ambition as the day goes by. We’re looking forward to rolling out more under the ‘Ambition is’ platform soon.”

The “Ambition is” campaign is already live across Australia and New Zealand, gracing your TV screens, digital feeds, social media, billboards, and store shelves. So, ditch the compromise and embrace a whole new level of canned coffee. Suntory BOSS Coffee is here to fuel your next adventure, one delicious sip at a time.

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With an immediate remit to build a robust omni-channel media strategy for the UK market, as part of an ambitious growth strategy, Claxon’s use of creative AI will be integral to help drive sustainable growth and success for the brand.

Brian Collins, Claxon’s recently appointed Head of Growth said Claxon’s mission is to empower brands, such as Phizz, to thrive in the digital age by providing strategic insights and creative solutions that are needed to stay ahead of the curve.

Collins said: “We’re delighted to add one of the UK’s fastest growing wellbeing brands to our roster and honoured to spearhead the brand’s transformative omni-channel strategy.  The partnership presents an exciting opportunity for Claxon to showcase its capabilities in strategy, media and creativity, underpinned by AI, and we’re committed to helping the brand engage more customers and reach its market expansion goals.”

Also Read: Google Unveils AI-Enhanced Workspace Updates at Cloud Next 2024

“Central to our approach is harnessing the power of AI and creativity to create impactful media campaigns across all brand touchpoints, driving engagement and fostering brand loyalty,” Collins concluded.

Olivia Morrison, Head of Marketing at Phizz said “When we noticed Claxon’s creative AI work in market, we knew they would be an excellent brand partner to elevate our presence and match our brand’s ambitions.  We’re excited about the possibilities ahead and launching the first campaign to market under Claxon’s watch.”

The win comes off the back of multiple UK client wins for Claxon already in 2024, including leading cosmetic clinics brand Sisu Clinics media account. The deepening of their roster in the region comes as part of Claxon’s planned expansion into the UK market later this year.

About Phizz

Phizz is a product that is to help people feel their best, every day. Recognising hydration’s critical role in health and performance, Phizz aims to simplify and differentiate itself from the clutter of multivitamins, electrolyte powders, and sports drinks on the market. Formulated buy a PhD neuroscientist and Oxford scholar Phizz increases hydration beyond water and packs essential nutrients into one convenient and tasty solution.

Visit: https://www.phizz.co/pages/about-us

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Now in its tenth year, The Man Cave youth charity works nationally with young men to create safe spaces to discuss masculinity’s unique challenges and opportunities. It has partnered with Icon’s Change Collective to deliver communication programs that extend this work, increasing the health and well-being of young men as a result.

On a national level, preventative approaches to issues such as violence against women, mental health, suicide and harm reduction around gambling, alcohol and other drugs are being increasingly prioritised. This makes the partnership especially timely and an excellent opportunity for organisations to work with The Man Cave to positively impact the lives of young people around Australia.

CEO of The Man Cave, Hunter Johnson, explains: “Culturally, we are at an inflection point for masculinity, which I think is very exciting. The question is, what next? What behaviours do men need to let go of? What behaviours and attitudes do they want to evolve into – both for their betterment and for the betterment of the communities around them.”

Also Read: Realme Launches New P Series in India: Power-Packed Smartphones on Flipkart

The partnership will see both Icon and The Man Cave teams share resources, insights and expertise to deliver important behaviour change programs for state and federal government departments, including an ongoing strategic communications program focused on youth radicalisation. It will also inform work with NFPs and consumer brands to create advertising and communications that help to address unhelpful gender stereotypes and the issues they cause.

Head of Icon’s Change Collective, Mat Crompton, said: “The Man Cave has unique insights into the behaviours and nuanced experiences of young men in Australia, a typically hard-to-reach audience. This partnership allows us to combine these insights with our expertise in behaviour change programs to create authentic campaigns that will resonate and engage young men.”

Johnson continued: “I’ve known Icon’s team for many years and appreciate the rigour and approach they take in addressing some of the issues that relate to masculine identities. The Man Cave’s team are thrilled to be working with Icon and are looking forward to what we can achieve with this partnership.”

For more information on The Man Cave, visit www.themancave.life  or Icon’s behaviour change capabilities, visit www.iconagency.com.au/change-collective

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Thanks to his wealth of experience in the telecom industry, Vicente is a great addition to the group. Arriving to Ericsson in 2021, he brings with him 25 years of success at Vodafone in commercial responsibilities such as marketing, sales, and many market segments.

A Veteran Trailblazer in Fuel Innovation

Börje Ekholm, President and CEO of Ericsson, said: “I’m very pleased that Andres has accepted to take on this role. His knowledge of our industry and deep understanding of the commercial aspects that are vital to our continued success, will prove themselves very valuable to me and to his colleagues in the Market Area.”

Also read: Marco Villella Takes the Helm as Havas Group ANZ’s New Head of Talent

Vicente Will Drive Ericsson’s Growth

Andres Vicente said: “I’m honored to take up this role. Ericsson’s ambition is to lead in an open world and I’m proud to be part of creating long-lasting value and driving positive change, in both our industry and society as a whole. Market Area South East Asia, Oceania & India is one of the most exciting growth regions for Ericsson and our Market Area team have strong execution abilities. I’m excited to soon be working alongside them and with our customers to co-create the innovations that will shape our industry and enable mutual success.”

On May 1, 2024, Vicente is slated to begin his new work as a stationed officer in Singapore. Ericsson would be lucky to have him as a leader in this dynamic and rapidly evolving field, thanks to his extensive expertise and proven record of success.

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Mardi Gras Celebrations for First-Timers

Aiming to empower individuals to experience the enchantment of Mardi Gras for the first time, this unique ad celebrated inclusion. To address the concerns of those who might be hesitant to come, Johnnie Walker made an effort to cultivate an inclusive space that celebrated the rich variety within the LGBTQIA+ community.

Mardi Gras legend Robyn Kennedy (who was in the inaugural 1978 parade), paper artist Benja Harney, and trans couture designers Katie and Lillian Nicol-Ford extended an invitation to first-time attendees of Australia’s Mardi Gras in 2024 through a nationwide search organised by Herd MSL.

We selected eight “debutantes” to reflect a wide range of ages, identities, and locations. After that, they were flown to Sydney for a grand celebration honouring their arrival to the Mardi Gras scene.

The Perfect Blend of Custom and Festivity

The Debutante Ball was a mesmerising mashup of traditional debutante features with the exciting Mardi Gras vibe. A breathtaking clash of current LGBTQ identity with old-world elegance was the outcome of this one-of-a-kind mix. Johnnie Walker urged everyone to embrace their uniqueness and joyfully shatter expectations as they embarked on their inaugural Mardi Gras celebration.

Also read: SK-II’s #BiggerThanMakeup Campaign Breaks the Mold: Chinese Women Embrace Aging on Their Own Terms

A Memorable Evening

The event, presented by Natalie Bassingthwaighte, an Australian actress and singer, took place at Kinselas, a famous LGBTQIA+ venue in Sydney. Engaged by Herd MSL, Natalie was a debutante who not only attended the ball but also served as an inspiration to first-timers all throughout the nation. Many of the other debutantes could relate to Natalie’s story since she had just come out as gay, which added an extra layer of significance to the event.

Paraphrases of the News Release:

It has long been acknowledged that Johnny Walker has been an advocate for personal and societal advancement. According to Melissa Barry, Diageo’s Portfolio Marketing Manager, “Johnnie Walker has always been a fierce advocate for progress – both societal and personal. As a proud partner of Mardi Gras, embracing this moment as a chance to celebrate the trailblazers who paved the way for others to walk proudly and connecting them to newcomers who’d be walking for the first time was something we were delighted to make happen. We wish all those who celebrated this year a happy Mardi Gras and stand proudly with the wider community as we continue to Keep Walking Proudly together.”

Stacey Karayannis and Rosie Stone, Associate Creative Directors at Leo Burnett Australia, added: “We have enjoyed subverting the traditions of a debutante ball, but what we’re most proud of are the debutantes. Being able to bring their stories to life, create connections between the debutantes and trailblazers from the community, and celebrate their moment in front of a proud and welcoming crowd has been such a privilege.”

An extensive rollout across several platforms, such as online movies, activations, social media interaction, and out-of-home advertising, further intensified the campaign. The public relations campaigns were spearheaded by Herd MSL, a stablemate of Publicis Groupe.

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“AI represents a significant opportunity to transform our work dynamics and unlock a more positive and productive environment for all,” stated Dave Shull, President of HP Workforce Solutions at HP Inc. “To foster greater understanding and acceptance of AI – and ensure employees know how to reap its benefits – business leaders must take the initiative to educate employees on AI’s potential and spearhead its effective integration.”

Growing Anticipation and the Appeal of AI

Intriguingly, Australians remain optimistic about the future of employment, despite the present strain. Over the last three years, expectations surrounding the work relationship have risen for a substantial 55% of knowledge workers in Australia. More than twice as many workers in developing nations (71%) than in developed economies (50%) believe that their expectations are on the rise.

Is there a way to meet these increasing expectations? Sure, through Artificial Intelligence. The survey demonstrates a firm faith in AI’s ability to enhance the job experience. Half of IT decision-makers and 71% of business executives saw AI as a way to improve work-life balance. Just as half of all knowledge workers think AI can simplify their work and make their jobs simpler, a disproportionately large percentage of knowledge workers in developing economies share this view (76% think AI will make jobs easier and 75% think it will make them more fascinating).

The Key to AI Integration Relies on Business Leaders

Although AI has indisputable promise, there is a lack of knowledge about how to make the most of it. Findings from the survey indicate that Australian workers are unsure about the deployment of AI: Forty percent don’t know when AI might be useful at work, and 55 percent think upper management should be familiar with the technology and its advantages.

This emphasises the vital role that company executives in Australia play. They need to take the lead in training their employees on AI and getting the word out about how great it is. Furthermore, upskilling programmes are vital, since the vast majority of company executives and knowledge workers support adequate AI education (73% and 64%, respectively).

Also read: Pandan Social Soars in 2024: Acquisition by Ruder Finn Fuels Growth and Innovation

Australia’s Workforce of the Future

“In this evolving work landscape, the strategic integration of AI is a powerful force for business transformation. As leaders, we have a responsibility to lead the charge in navigating the AI landscape. We need to educate our teams about the benefits of AI and demonstrate how it can be seamlessly integrated into our work processes, shaping an environment where innovation thrives,” said Brad Pulford, Vice President and Managing Director of ANZ at HP. “Business leaders have a unique opportunity to empower employees, drive success, and shape a future where work is not just a necessity but a source of fulfilment and inspiration.”

Embracing AI and empowering their staff is a unique opportunity for Australian businesses to shape a future where employment brings more than simply a paycheck—it can be a source of inspiration and happiness. Download the full report here.

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Tailored Course Materials and Content

This project further emphasises Tinder’s commitment to user safety. Developed in collaboration with the renowned Australian NGO WESNET, the Dating Safety Guide has been meticulously adjusted to address the unique cultural nuances and challenges encountered by Southeast Asian daters.

The guide is an all-inclusive reference since it covers so many topics. Complete tutorials on Tinder’s built-in security features are available to users, along with advice on how to handle online conversations and how to take relationships offline. Thanks to the guide’s comprehensive covering of topics like reporting mechanisms and harassment, users will be prepared to effectively handle any potential issues.

Closing the Gap Between Learning and Practice

A large gap exists between the importance that young adults place on safety features and how often they really utilise them, according to Tinder’s study. Even while 80% of young individuals in Southeast Asia acknowledge the necessity of safety features, only 30% really use online dating services on a regular basis. This is somewhat surprising.

The Dating Safety Guide intends to fill this void by providing information that is both clear and simple. In addition to a list of features, it provides customers with the knowledge and resources they need to use these safeguards with assurance and intelligence.

Also read: Celebrate Ramadan and Raya with #KongsiBersama: TikTok Launches Malaysian Video Fest!

A thorough Plan to Guarantee User Safety

Launching the Dating Safety Guide is just one more way Tinder is doing its part to keep Southeast Asian consumers safe. Previous work by the company includes an anti-romance scam public awareness campaign, partnerships with well-known figures to raise awareness about the need of being safe when using the internet, and the beta testing of a dating app named “School of Swipe” to assist users in navigating the online dating landscape.

“At Tinder, the well-being of our users is paramount, and this guide is a testament to our ongoing commitment to user safety. Gen Zs are redefining dating on their own terms to be more authentic, open, inclusive, and fluid, and we want to empower them to explore the possibilities on Tinder whilst feeling confident and safe. With the knowledge and resources to better protect themselves, we want to ensure that this new generation of young adult singles are getting to know new people in fun, safe and healthy ways,” said Papri Dev, VP APAC Communications, Tinder

Perpetual Investment in Security and Trust

Because user security has always been their top priority, Tinder has spent a lot of time and money developing its Trust & Safety (T&S) solutions. The platform’s state-of-the-art artificial intelligence features, such as “Are You Sure?” and “Does This Bother You?“, assist users in avoiding uncomfortable circumstances by detecting and avoiding interactions that might do them harm. Not to mention, “Photo Verification” and “Block Contacts” provide users greater control over their online dating experiences.

With Tinder’s mix of educational features and robust security protocols, young people in Southeast Asia are discovering a more welcoming environment in which to experiment with online dating.

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