MullenLowe Singapore

New year, new metal!   We start the year with 20 new gongs finding their home in our office. We're especially proud that our awards feature work that was seen in Turkey, India, London and Singapore.   A special shoutout to Xin Ying Peh for being recognised as the Young Copywriter of the Year, marking the 3rd time in the last 4 years a creative from our agency has bagged the award. #thegongawards #thegongawards2024 Association of Advertising & Marketing Singapore (AAMS)

Mindful consumption. A deconstruction of facades. The offline shift. 2025 brings a world of possibility and renewal. We sat down with five of our team members who told us the new trends they’re excited about this year and how advertisers need to adapt. Liyana Hidhir Hweeling K. Cheryl Lee Cleef Chong Robin Nayak

Thank you for taking a shine to our Bald Spots, Mediabrief.com! MullenLowe Global MullenLowe Istanbul Unilever #clearshampoo

Our product innovation for Unilever’s Lifebuoy soap, a simple condensation-activated sanitiser sticker that can be applied onto any cold drink container, scored a Bronze and a Merit at ONE Asia Creative Awards. Congratulations, creative and brand teams, for pushing everyday creativity into the realms of product design, innovation and IP. #oneasia The One Club for Creativity Khim Yin Poh Daniel Kee Sheng Jin Ang Andrew Ho Mark Ibaviosa Ernest Chin Claudius Keng Ernest Kok Marcus Gee Xin Ying Peh Sarvesh Raikar Vinay Vinayak Sharmine Panthaky Cheryl Guan Kevin Koh Yining H. Jonathan Nienaber

Thank you to The Business Times for the opportunity for Gonzalo Olivera and Shennon Ho from HP to discuss a topic they’re deeply passionate about: the importance of storytelling. “For centuries, a story had been passed down among the Thai sea gypsies, warning that one should seek higher ground if one sees the ocean retreating unusually. As a result they were among the only ones who knew the 2004 tsunami was coming. Storytelling is integral to our evolution. As humans, we’re wired to remember and enjoy stories. But over the past decade our content has become more transactional, designed to deliver quick dopamine hits, but easily forgotten. With content overload rising, advertisers must choose: be complicit in producing shallow, fleeting content, or champion storytelling that brings depth and meaning.” Read more: https://lnkd.in/g2RPa_-n

‘The Climb’ tells the story of young parents navigating the complexities of parenthood and the mixed feelings in their transition back to work.    Our senior account manager Ariel Ho reflects on this important life transition. “Years ago, I remember sitting around with my colleagues of young and expecting mothers who were sharing struggles on balancing (or rather, sacrificing) between parenthood and career aspirations. And it sounded quite dreadful, if I have to be honest. But working on this film gave me a lot of hope. While it may be unrealistic to believe no parent will ever need to sacrifice between family and career, I’m heartened to see that we are moving forward as a society to embrace a healthier balance of both.    “The most satisfying part when working on this film has to be how we framed a more active role for the father, in a deliberate attempt to move away from traditional beliefs that parenting is the core responsibility of the mother. To be able to use the power of communications and reshape a value as important as this is a privilege that I do not take for granted.”   This film is part of the #TogetherforBetter series.

Our next film is the hilarious and heartwarming ‘Malik in the Middle’, which tells the familiar story of a sandwiched breadwinner whose life is made more complicated when his in-law decides to stay with them, heightening the pressures of multiple responsibilities caring for his loved ones.    Our Director of Integrated Production Julie Chua hopes the messages can deeply resonate with audiences. “Producing ‘Malik in the Middle’ was a journey that allowed us to bring to life the everyday realities of the ‘sandwiched generation’. Every stage in the production process was a reminder of the power of storytelling — to connect, to inspire, and to spark thought. I hope audiences walk away feeling a connection, seeing a piece of their own lives reflected on screen, and realizing that their stories, no matter how small, are significant.”   This film is part of the #TogetherforBetter series.

‘Dancing King’ tells the story of a senior who was the king of the dance floor but now struggles to choose between balancing his passion for dancing with his fears about retirement.   “His courage to change and follow his passion reminds us that it's never too late to chase what truly makes us happy. I hope the film can remind Singaporeans that even as age catches up with us, it should never hold our passion back. Let’s ‘Yo’!” Creative Director Andrew Ho says.   Andrew also tells us that when the shoot ended, he had a chance to speak with the main actor Uncle Leong. He told Andrew, “小弟, 谢谢你们找我拍这只片, 你们不只提醒片中的我, 也提醒了现实中的我。人生没有几个十年, 一定要追着梦想, 不管多老。(Thank you for having me in this film. You not only reminded the character I played, but also reminded me in real life. Life isn’t long, so we must chase our dreams, no matter how old we are.)” This film is part of the #TogetherforBetter series.

Category leaders can often approach marketing by trying to secure the status quo, believing they are the experts who know all there is to know. But they can often miss out of the sense of urgency and hunger that challenger brands possess that enable them to create innovative, bold and effective marketing strategies. But what if the category leader dares to break the mould and behave like a challenger?   This is exactly what Flora Food Group and MullenLowe achieved in Indonesia. Read more from Kosala Hewamadduma Shaifali Dayal and Ara Cabalonga to learn how a market leader rewrote the rules of fat spreads to win brand love and unprecedented business growth. Thank you Rica Facundo and WARC for the coverage.

Every year, the John Lewis Christmas ad heralds the arrival of Christmas more so than any other tradition. More and more, the advertising industry helps us to define key moments of our culture. That’s why we’ve sat down with five of our team members Heizal Yow Naomi Low Theodor Sandu Tracey Ang Pearlyn Chang to hear about their favorite Christmas ads and why these ads speak to them. https://lnkd.in/gu3Vq9vZ