DHL
is aiming to enshrine its deeper brand values in a region-wide campaign
to launch this quarter, in a significant “what we are not what we do”
style above-the-line exercise. The
new campaign tagged “All the Way” wants to alert its customers that as
an express delivery company and logistics outfit it is both efficient
but cares for its clients as well. While
a price for the campaign was not available it will be rolled out
regionally and includes not only creative spots but
1 The Malaysia Airlines pitch Media predicted this one back in
February, only to be met with bristling denials from Leo Burnett.
Picture our lack of surprise, then, when MAS decided to 'park' the
business with Publicis and review its agencies in September.
Eventually, Ogilvy and MindShare snared the account but -- by then --
we had almost lost interest. 2 BBDO's less-than-stellar presentation to Motorola Why did Omnicom pull TBWA into the regional Motorola pitch with only a week to prepare?
The point I'm going to make today is that great branding comes about
through great innovation and that licensing is a way for brands to
innovate ahead of the market opportunity curve. So why is innovation so important to branding? If you ask enough people what a brand is some will say it's a logo or a
product, some will say a mark of quality, or a promise of an
experience. Eventually, if you dig deep enough, people start to talk
about a set of values, or even a belief system.
BBH, a local agency, takes Tiger creative works over BBDO!
Written by Webmaster
Thursday, 11 January 2007
BBH has clinched Tiger Beer's local Singapore creative account,
worth an estimated US$10 million, following a three-way final-round
shootout against David Communications and two-and-a-half-year incumbent
BBDO. SINGAPORE BBH has clinched Tiger
Beer's local Singapore creative account, worth an estimated US$10
million, following a three-way final-round shootout against David
Communications and two-and-a-half-year incumbent BBDO.
News & Articles 
DHL
is aiming to enshrine its deeper brand values in a region-wide campaign
to launch this quarter, in a significant “what we are not what we do”
style above-the-line exercise. The
new campaign tagged “All the Way” wants to alert its customers that as
an express delivery company and logistics outfit it is both efficient
but cares for its clients as well. While
a price for the campaign was not available it will be rolled out
regionally and includes not only creative spots but
1 The Malaysia Airlines pitch Media predicted this one back in
February, only to be met with bristling denials from Leo Burnett.
Picture our lack of surprise, then, when MAS decided to 'park' the
business with Publicis and review its agencies in September.
Eventually, Ogilvy and MindShare snared the account but -- by then --
we had almost lost interest. 2 BBDO's less-than-stellar presentation to Motorola Why did Omnicom pull TBWA into the regional Motorola pitch with only a week to prepare?
The point I'm going to make today is that great branding comes about
through great innovation and that licensing is a way for brands to
innovate ahead of the market opportunity curve. So why is innovation so important to branding? If you ask enough people what a brand is some will say it's a logo or a
product, some will say a mark of quality, or a promise of an
experience. Eventually, if you dig deep enough, people start to talk
about a set of values, or even a belief system. 
BBH has clinched Tiger Beer's local Singapore creative account,
worth an estimated US$10 million, following a three-way final-round
shootout against David Communications and two-and-a-half-year incumbent
BBDO. SINGAPORE BBH has clinched Tiger
Beer's local Singapore creative account, worth an estimated US$10
million, following a three-way final-round shootout against David
Communications and two-and-a-half-year incumbent BBDO.
