AD Agencies
Rediffusion’s new Amway campaign bets on brand attitude
MUMBAI: Be Bright is a range of skincare products introduced by Amway that appeals to the young adults who desire a great looking skin anywhere and anytime.
The campaign brief was to definitely not go on the lines of the classic done-to-death piece of creative, which showed the daily ritual of skin care in a product window. It asked for a new dimension. The creative agency came up with the campaign line “Spread the glow inside out” and made it into a brand film. The campaign has been conceptualized for the brand Attitude–Be Bright.
The script went through a four-city research and upon positive feedback, the campaign was executed.
Amway Category head Anisha Sharma said in a statement, “The beauty market is so overcrowded with problem-solution advertising that we wanted our brand to stand out by showcasing a script that focused on the inner glow. We wanted to portray situations where the individual’s inner glow/spark rubs off positively on those around her. ’”
According to Rediffusion Y&R ECD (North West)Pranav Harihar Sharma, “ The brand ‘Attitude’ was launched four years back by Rediffusion with a similar mindset. This time when we set to pen the script of ‘Be bright’ those campaign codes were there at the back of our minds.”
This film is based on a simple observation which everybody can relate to. Sharma explained, “It needs brightness inside the heart to see and do such an act. And that’s what the brand ‘Be Bright’ stands for. I’ve been privileged to write and direct this film and I hope people will follow this in their lives. It is one of those ads that can be imitated as acts in the life. “
AD Agencies
Omnicom Advertising names Ellie Brocklehurst chief growth and marketing officer for Asia
The former TBWA Asia marketing chief returns from maternity leave with an ambitious mandate to make Omnicom the most sought-after network in the region.
NEW YORK: Ellie Brocklehurst is back, and she is not easing herself in gently. Omnicom Advertising has appointed Brocklehurst as chief growth and marketing officer for Asia, a role that puts her in charge of growth and marketing initiatives across the network’s three flagship agencies: BBDO, McCann and TBWA. Her brief is to sharpen existing capabilities while identifying new avenues for expansion across the region.
Brocklehurst brings a career that has moved steadily upward through some of the industry’s most recognisable names. She began at Source Music before moving through Exposure Public Relations and Marketing, Taurus Marketing and LEWIS Global Communications. She then joined BBDO Worldwide as communications manager for the Asia group, rising to regional communications director for Asia. At Wunderman Thompson, she served as head of marketing and PR for APAC before being elevated to APAC growth marketing lead, where she worked closely with local management teams on client expansion strategies, new business acquisition and brand building. Most recently, she served as chief marketing officer at TBWA\Asia.
Brocklehurst, who is returning from maternity leave, was characteristically direct about what she intends to do with the opportunity. “Transitioning back from my final maternity leave is a significant personal milestone,” she said. “While it’s the end of one era at home, it marks the beginning of an ambitious new one professionally.” She left little doubt about the scale of her ambition. “I’m stepping into this role with a clear mission: to make Omnicom Advertising the most awarded, revered, and sought-after agency network in Asia.”
In a region where agency networks are jostling hard for creative dominance and client loyalty, that is a target worth watching. Brocklehurst has spent two decades learning exactly how this game is played. Now she gets to set the rules.
