Byravee Iyer
Jun 5, 2014

MediaWorks kicks off: Tuborg revealed as client

BALI - The 2014 edition of MediaWorks, launched last night by chairperson Torie Henderson of Omnicom, will see 11 teams of rising stars work on a brief for Carlsberg's Tuborg brand during an intense four-day workshop alongside industry mentors.

image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading

This year’s event includes 116 participants from several countries in Asia, including Singapore, Japan, Taiwan, Sri Lanka, China and India.

Henderson, president of global account management with Omnicom Media Group, who has chaired multiple prior MediaWorks, stressed the importance of teamwork in her opening address. “The team that usually wins is one that starts as a team at the very outset,” she said. “So make sure you’re inclusive.”

During day one of the event, being held at The Stones Legian, delegates split into 11 teams, each of which will work closely with an industry expert as mentor.

The mentors are:

  • Gulrez Alam, chief development officer, APAC, ZenithOptimedia
  • Vineet B. Arora, MD China and head of integration, Arena (part of Havas Media Group)
  • Kristian Barnes, APAC CEO, Vizeum
  • Tess Caven, human experience strategy leader, Starcom MediaVest Group
  • Audrey Kuah, Dentsu Aegis Network, Singapore
  • Lilian Leong, MD, IPG Mediabrands, Hong Kong
  • Steve Garton, principal, Steve Garton Consulting
  • Charlie Newbery, regional head of media, Red Fuse Communications
  • Sean O’Brien, APAC CEO, Carat
  • Neil Stewart, chief client officer, Global, Maxus
  • Susana Tsui, APAC CEO, PHD

Team cohesion and efficiency were put to the test early with a day-one requirement to design and produce team logos.

Next, Henderson revealed Tuborg as the client and introduced delegates to Priyadarshini Sharma, international brand director for premium brands at Carlsberg Group (pictured).

The brief, Sharma explained, involves Tuborg’s launch into a new market in Asia-Pacific. The company's objective is to get consumers to think of Tuborg as a modern and fun brand while driving trial and frequency. “Our mission is to be a beacon brand among the youth, and the media plan should focus on recruiting new consumers,” Sharma said.

Tuborg is looking for a holistic media plan, which should include media mix and activation, she pointed out, while warning teams to be attentive to the legal considerations of advertising for alcohol brands. 

 

Source:
Campaign Asia

Related Articles

Just Published

12 hours ago

Lululemon hands media account to GroupM in key ...

The business was won from Havas after a competitive pitch.

12 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

12 hours ago

GroupM restructures across Asia, Indonesia ...

Staffing cuts across Asia have begun as GroupM transitions to a “single operating model” under the soon-to-be-rebranded WPP Media banner.

13 hours ago

Agency Report Card 2024: DDB

A storied legacy weighed down by churn, uneven creative output, and account losses. As organisational change looms, DDB must reignite its creative firepower or risk fading behind siblings TBWA and BBDO.