OMD Defends its Media Responsibilities for DFI Retail Group in APAC
Multinational advertising company OMD has effectively defended its media account for DFI Retail Group, a major pan-Asian retailer with locations in Singapore, Malaysia, Indonesia, and Hong Kong. After a competitive pitch, the agency will continue to handle its media responsibilities in APAC. The account, which is valued at almost $40 million, covers DFI’s subsidiary brands, including Mannings, Ikea, and Cold Storage.
OMD’s Media Duties for DFI Retail Group
During the pitching process, OMD was up against Mindshare, Dentsu, Publicis, and Mediabrands. With $1.2 billion in billings from 122 accounts, the agency led the global advertising agency rankings for new business activity from January to August 2023. This year, the agency has been extremely successful. In 2019, DFI Retail gave OMD its media mandate for the first time. Most recently, Bacardi, a spirits company, awarded OMD the global media account. After a competitive review, British fashion house Burberry also selected it in December 2022 to handle its worldwide media planning and buying responsibilities.
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OMD’s recent wins
One of its most recent victories was the $187 million global account for the biggest privately held spirits company in the world, Bacardi. Nevertheless, OMD also lost many significant accounts. For instance, the $30.8 million French spirits brand Remy Cointreau in China. Another account was the $6.7 million Australian pharmaceutical company (a confidential client).
DFI Retail Group Collaborations
However, DFI Retail Group awarded M&C Saatchi Singapore a three-year contract with a one-year optional extension. The contract covered both Singapore and Malaysia in October 2022, capping their regional social pitch. DFI’s account in Malaysia will be managed by M&C Saatchi Malaysia. M&C Saatchi Malaysia and Singapore will collaborate to handle the work under the two verticals of digital strategy and creative for DFI’s SEO, social media, and electronic dance music initiatives. The account is already under work.
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Aalap Desai, Ex-CCO, Dentsu Creative India Launches TGTHR, a full-funnel ad agency
The former chief creative officer of Dentsu Creative West and Dentsu Creative Experience India, Aalap Desai, has established TGTHR (Together). TGTHR is a full-funnel advertising agency. TGTHR, which has its headquarters in Mumbai, has opened offices in Bengaluru and Delhi. According to Desai, TGTHR is a location “where happiness meets creativity to produce extraordinary results.” The action was taken following Aalap’s departure from Dentsu Creative. He presents TGTHR as an environment where joy and creativity come together to create remarkable outcomes. It is driven by the goal of fusing great work with an unmatched culture,
TGTHR- a full-funnel ad agency
The agency released a statement claiming that TGTHR is a creative powerhouse with knowledge in every field. These include digital, film production, mainline (TVC, Print, Outdoor), design, content, and media. With over 12,000 campaigns completed, 550+ international and national awards, and an impressive 110+ years of collective experience in advertising, the agency is a formidable force in the industry.
Aalap Desai’s noteworthy accomplishments
He held positions as co-leader of the creative team at Dentsu Webchutney Mumbai and national creative director at Dentsu McGarry Bowen India during his tenure at Dentsu. His notable projects, Code Name: Uri, The 8-bit Journo for Vice, and The World’s Most Reported Trailer for Thappad, caused quite a stir. Desai has worked for organizations like Disney+ Hotstar, Leo Burnett, JWT, DDB Mudra, Ogilvy, and Ambience Publicis over his career. He had a significant impact on the narratives of youth-oriented brands like MTV India and Early Salary. Furthermore, these brands also included well-known ones like McDonald’s, Complan, Huggies, Nerolac, and Videocon D2H.
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Over 200 national and international awards, including 10 Cannes Lions and 42 shortlists, have been bestowed upon Aalap for his creative abilities. Brand Equity’s “Hottest Young Creatives” in India in 2014 was among one of his noteworthy accolades. Moreover, he was also listed among Impact Magazine’s “Hottest 30 under 30” Media Creatives in 2015. Among his recent accomplishments are the multiple awards that Mortein’s Suraksha ka Teeka and Vedantu’s The Everything Book campaigns took home at Cannes Lions 2023.
Additionally, Desai writes scripts for TV shows like MTV Sound Trippin’, web series, and feature films. His astute observation has also brought him the opportunity to sit on the juries of prestigious competitions like Spikes Asia, Cannes Lions, and Kyoorious. Furthermore, he has directed short films and advertisements that have taken home and won awards abroad.
Here’s what they said
Aalap Desai said,
The advertising industry is often filled with a sea of sameness. The saviours of this industry are the sparks of creativity that we see scattered here and there. It is challenging to find the right people for the job. The one who knows how to create a great TV ad might not know how to increase followers on a social handle. The one who has mastery over social media may have no idea about master branding. What if all these talents could come together to form a cohesive whole? If one great creative person is a force, imagine what could be achieved when they all combine as a force multiplier! This is especially true when you create an environment where they can thrive. That’s the idea behind TGTHR. Bring together expertise, talent, and passion to deliver clients unparalleled quality, connectedness, and effectiveness. All the while ensuring that we love where we work.
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