MAM
Havas Worldwide appoints Matt Weiss as Global CMO
MUMBAI: Havas Worldwide (formely known as Euro RSCG Worldwide) has appointed Matt Weiss as global chief marketing officer.
In his new role, Weiss will work closely with key leaders across the Havas Worldwide network to drive growth for the agency and its clients.
Based in the New York office, Weiss will officially begin his new role in January 2013.
Havas CEO David Jones said, “Matt joins our team at an exciting time for Havas Worldwide. We‘re coming off one of our strongest ever years for new business. The rebranding has underscored our unique integrated structure and digital-at-the-core model while acting as a real growth accelerator.”
“Matt‘s experience working with some of the world‘s largest and most innovative brands will be a huge asset in driving our clients‘ businesses forward and with it our own growth,” Jones added.
Weiss joins the network three months after Havas renamed its 316 offices (including India) to Havas Worldwide. According to the agency, in the last two months the agency has won Louis Vuitton globally, Berluti globally, Diet Coke in Europe, the European Central Bank, and La Poste together with the global Unilever data business.
Weiss replaces Naomi Troni, who was recently appointed CEO, Havas Worldwide Southeast Asia.
Weiss said, “I was drawn to the scope and scale of Havas Worldwide and their unique position as being one of the most agile, collaborative, and digitally innovative of all the global networks. Equally intriguing is their unique view of the changing marketing landscape – a deep understanding of how social media and corporate responsibility are intrinsically linked to drive business results for clients.”
Prior to joining Havas Worldwide, Weiss has also worked with companies like McCann Worldgroup and kbs+.
Brands
Sting launches ‘Sound of Six’ cricket campaign
Pepsico energy drink ties signature sonic to every boundary hit with Yuvraj Singh and Ravi Shastri.
MUMBAI: Sting just turned every six into its own personal anthem because nothing says “energy” like a boundary that hits different notes. Pepsico India’s Sting energy drink has rolled out the latest chapter of its sonic branding with “Sound of Six”, a nationwide campaign syncing the brand’s signature “Sting” sound to the varying power of cricket sixes this season. The push positions Sting as the audio heartbeat of high-octane moments on the pitch, using its sonic identity to “qualify” shots from gentle lofted clears to monster maximums.
The launch film, featuring cricket legends Yuvraj Singh and Ravi Shastri, unfolds on a sunlit ground with playful banter that builds into a sequence of escalating hits. As Singh smashes the ball, he quips that the length and force of the shot should dial up the intensity of the Sting sound. Shastri’s commentary ramps up accordingly, riffing on the brand name with escalating flair to match each strike’s energy turning a simple boundary into an audible spectacle.
Pepsico India category head for energy portfolio Diksha Bajaj said, “Cricket is a major passion point in this country. Our campaign is rooted in the insight that no two sixes are the same. We set out to use the Sting sonic identity as a qualifier that redefines every hit.”
Yuvraj Singh added, “This campaign turns the feeling of hitting a six into something fans can hear. It is bold and matches the intensity of the game.”
Ravi Shastri chimed in, “Commentating on a six is an exhilarating part of the game. This campaign adds a new dimension by introducing a distinct sonic. The idea of owning the sound of every six is relatable for fans.”
Leo Burnett South Asia chief creative officer Vikram Pandey noted that pairing Singh’s power-hitting with Shastri’s iconic voice lets the brand relive cricket’s electric moments through a fresh, auditory lens.
The campaign will air across television, digital platforms, and social media, timed to catch the fever of the ongoing cricket season. For fans who live for the roar of the crowd and the crack of the bat, Sting’s betting that the next big six won’t just be seen, it’ll be heard loud and clear.
