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Marketing podcast: Not your usual...marketing invisible braces with Zenyum
Last year, Zenyum launched its first-ever pop-up experiences in Singapore and Hong Kong as part of its aim to create more extraordinary and unexpected retail experiences. Right off the bat, consumers might associate Zenyum with the dental industry which might not be as exciting as other B2C brands in general.

Hence, Bassam Abdel-Rahman was handed the reins of SVP of marketing to switch up the company's tactics and engage and attract more consumers. Aside from the pop-up experiences, Abdel-Rahman, who joined the team in 2020 from 72andSunny, hired former Google APAC ECD, Eddie Azadi, as global VP of creative and former PropertyGuru director of marketing operations, Gaurav Gupta, as VP of marketing operations. In January, Zenyum also strengthened its team with Alex Chen as VP of growth. He was previously head of DTC Growth, ASEAN at Reckitt for close to two years.

In this latest episode of Not Your Usual Marketing, Abdel-Rahman shares how Zenyum is making the brand fun and relatable with its marketing and why he moved over from the agency side.

Listen to the podcast here.

MARKETING-INTERACTIVE: Zenyum did a soft launch in Singapore about four years ago and you joined the team in 2020. Since then, the company has also …

ilume launches locally with spot from Isle of Dogs animator via 72andSunny - Mumbrella
Pet tech food brand ilume has launched its first Australian campaign with creative by 72andSunny, media by Hatched and PR from Thrive PR.

The campaign comes just two months after the pet tech company selected 72andSunny to handle its creative account in Australia.

The new brand platform, ‘give your dog longer’, utilises a play on the command ‘stay’, pointing to ilume’s disruption of the pet food industry through its scientifically backed nutrition and lifestyle tracking designed to improve and extend the life of pets.

The 45-second stop motion spot was directed by Tobias Fouracre, a veteran of the animation industry who has previously worked with Wes Anderson and Tim Burton as lead character animator on Corpse Bride, Fantastic Mr Fox, Frankenweenie and animation supervisor on Isle of Dogs. The film’s soundtrack was scored by Emmy award-winning composer Keith Kenniff.

The spot depicts a montage of scenes of a young girl playing with her dog in multiple heart warming scenes. At the end of the spot, the girl tells her dog to ‘stay’, embracing the dog in a hug. As the spot concludes, a male voice over states “Dogs should stay longer. With fresh meal plans based on their activity data, they can”.

The spot will …

72andSunny Launches Ilume, A Dog Food Tech Start - B&T
A new campaign from 72andSunny has introduced dog food / tech start ilume to Australia, spearheaded by a stop motion animated film.

ilume combines scientifically backed nutrition and lifestyle tracking to improve and extend the life of pets, and are being introduced to the Australian market through a mixed campaign release including posters, audio partnerships, and the aforementioned film.

The film was directed by Tobias Fouracre, who has previously worked on movies such as Corpse Bride, Fantastic Mr Fox, Frankenweenie and Isle of Dogs.

A full page open letter to the industry also announces a million dollar fund from ilume that will be used to study nutrition for domesticated dogs and invites scientists and researchers to submit research ideas for grants.

Luke Martin, ECD of 72andSunny ANZ, said “We’re an agency of dog lovers, so we just clicked with the ilume team. Our idea was to reframe the dog command ‘stay’ from being ‘stay there’ to ‘stay longer.’ From there, we knew we had something powerfully simple. We just needed the right person to film it. And when we managed to land Tobias, the animation supervisor of four Oscar nominated movies, we knew we were in safe hands. We’re absolutely thrilled with the finished …

Agency Report Cards 2022: 72andSunny | Campaign US
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Tinder immersed users in a murder mystery matching experience - Ad Age
Murder isn’t typically the best icebreaker for online dating—that is until Tinder launched an immersive murder mystery experience to connect users. Killer Weekend” was a first-person, video murder mystery native in the Tinder app, the second iteration of the platform’s “Swipe Night” experience. Dur

Publicis Groupe's Le Truc collective hires more big hitters
A year into its launch, Publicis Groupe’s Le Truc – the New York based collective of 600 creatives, strategists and producers – is staffing up with three new senior hires who will be part of the permanent line-up, including Marcos Kotlhar, who joins as partner and CCO from Ogilvy New York, where he was CCO.

Le Truc has already been a key part of Publicis Groupe pitches, including Samsung, TikTok and Planet Fitness, and has produced some strong campaigns for the brands, including a Super Bowl spot for Planet Fitness featuring Lindsay Lohan and William Shatner.

Kitlhar joins two other recent hires. Megan Bundy, previously group account director at FCB New York is now Le Truc’s EVP managing director; and Ryan Chong, who left his role as group production director at 72andSunny New York, is now EVP head of production at Le Truc.

Chong and Kotlhar are both BBH alumni returning to the Publicis Groupe, although Kolthar spent most of his career at BBDO, while Bundy did a stint at Publicis Media earlier in her career.

Le Truc’s top team alongside Kitlhar is made up of Bastien Baumann (who previously worked with Kitlhar at Ogilvy) and Andy Bird – both full timers – and …

Publicis Le Truc poaches three creatives from Ogilvy, FCB and 72andSunny | Campaign US
Le Truc, the New York-based creative collective Publicis Groupe launched last year, has added three esteemed creatives to its leadership team, the company said on Tuesday.

Marcos Kotlhar joins as partner and chief creative officer from Ogilvy New York, where he was chief creative officer. Megan Bundy joins as managing director and executive vice president from FCB New York, where she led the AB In-Bev business. And Ryan Chong comes on as the founding production lead and executive vice president after leading production at 72andSunny.

The new executives will be based in New York and report to and work closely with Carla Serrano, global chief strategy officer of Publicis Groupe and president of Le Truc, as well as partners Elaine Barker, head of resource management and operations; Bastien Baumann, chief design officer; and Andy Bird, founding partner.

While all three executives were highly sought after to fill these key roles, Le Truc was specifically courting Kotlhar for the chief creative role for some time, Serrano said. Prior to his role at Ogilvy, Kotlhar held top creative roles at agencies including BBDO and BBH New York.

“After chasing Marcos for months, we are elated he is finally joining us. He is a natural partner for …

Publicis Groupe's Le Truc Taps Three Rivals For New Senior Talent - MediaPost
Publicis Groupe has hired away three top creative agency leaders from competitors who are taking key roles at the holding company’s New York-based creative collective Le Truc.

Marcos Kotlhar has been appointed Partner, Chief Creative Officer and Megan Bundy has been hired as Managing Director. Also, Ryan Chong joins to lead Production.

Since launching last spring, Le Truc has been a part of important pitches and campaigns for the Groupe, including the TikTok creative win and “You Have to See It” campaign. The collective also produced work for the launch of Samsung’s Galaxy S22 launch and contributed to the Planet Fitness win and “Feel Fitacular” campaign including that campaign’s Super Bowl spot.

Kothar joins from Ogilvy New York where he served as Chief Creative Officer. He previously served at BBDO and BBH.

Bundy, Le Truc’s first EVP/Managing Director, previously led the Anheuser-Busch InBev business at FCB New York. She worked with other clients and on agency business development efforts as well. Earlier she served at agencies including BBDO, mcgarrybowen and Publicis Media.

Chong joins as the founding production lead for Le Truc and was formerly group production director at Stagwell’s 72andSunny. Chong brings nearly two decades of experience working for blue chip brands such as …

Publicis Groupe's Le Truc hires Ogilvy's Marcos Kotlhar as its new creative chief - Ad Age
Publicis Groupe’s Le Truc has a new creative chief, as Ogilvy New York Chief Creative Officer Marcos Kotlhar has stepped into the role. Kotlhar fills the gap left by founding member and former chief creative officer Neil Heymann, who last December announced he was departing to become the first global chief creative officer at Accenture Interactive.

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Kotlhar is a 20-year industry vet who took the creative helm of WPP's Ogilvy New York in September 2020 alongside then Co-Chief Creative Officer Danilo Boer. Prior to that, Kotlhar served as an executive creative director at Omnicom Group's BBDO New York and creative and head of design at Publicis Groupe's BBH New York. His body of work spans major brands such as IBM, Instagram, Samsung, Ikea, Nationwide, Absolut Vodka, Zippo and Pernod Ricard, among others.

Kotlhar is the latest addition to the leadership of Le Truc, Publicis Groupe’s New York-based center of creativity. Earlier this month, Megan Bundy stepped into the post of exec VP and managing director. The 20-year-industry vet last served as senior VP and group account director at FCB New York, where she led the AB InBev business. In January, Ryan …


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