Most important global ad stories of the week

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Ogilvy APAC co-CEOs Kent Wertime (left) and Chris Reitermann.
Ogilvy APAC co-CEOs Kent Wertime (left) and Chris Reitermann.

Bruno Bertelli becomes Publicis Worldwide's global CCO, Chinese ad goes viral by broaching topic of "leftover women," and Ogilvy APAC's new co-CEOs don't plan to split their turf

Happy Friday. Here are some of the most important regional stories from around the Campaign global network you may have missed this week.

Publicis Worldwide promotes Bruno Bertelli to global CCO
Bertelli is currently the executive creative director of Publicis Worldwide Western Europe and the chief executive of Publicis Worldwide Italy, and was instrumental in the agency’s global Heineken win last year. He will report to Arthur Sadoun, the CEO of Publicis Communications, and will be part of the Publicis Communications creative board, chaired by Mark Tutsse.

What the PR industry is saying about the Obama administration's new overtime rules
PRWeek asked industry and agency leaders what they think of the Obama administration's new rules on overtime pay, which are set to go into effect on Dec. 1. The regulations will make millions more employees across the country eligible for overtime pay.

Ogilvy APAC's new co-CEOs: No plan to split region
Despite the geographic split announced by outgoing Ogilvy Asia-Pacific CEO Paul Heath, the two new co-CEOs, Kent Wertime and Chris Reitermann, have no intention of dividing the region between them. "We’re not using the word dividing," said Wertime. "It’s not about splitting a region. We’re running it jointly. We will clarify our roles and we have areas where one will lead and one will support. But there is no schism. It’s a joint plan."

Why brands should take a lesson from Unilever on sustainability
The consumer has now become the dictator, forcing many big brands to change their ways. In its latest sustainability report, Unilever has revealed why its focus on this issue is proving good for business, writes Chris Arnold, founder of ethical marketing agency Creative Orchestra.

The Chinese cultural insight behind SK-II's viral "leftover women" ad
Beauty brand SK-II last month released a powerful TV commercial about shèngnu, China’s 'leftover women'. Despite taking on an entrenched social norm, the ad went viral, receiving over 2 million views on YouTube and almost 3 million on Chinese video site Youku. When state rhetoric makes large groups of people feel like outcasts, brands have an opportunity, writes Flamingo's Sam Gaskin.

‘Dubai Health Experience’ for Dubai Health Authority
The BPG Group has created "Dubai Health Experience — DXH," a prestige brand designed to build Dubai’s standing as a leading global medical tourism destination. BPG created the new brand ‘Dubai Health Experience &,dash; DXH’, the logo and the line ‘Embrace Life’. It then brought the brand to life through a dedicated website and mobile app that allows patients from around the world to discover what DXH has to offer in terms of treatments, travel, hotels and entertainment.

Euro 2016 campaign round-up: Brands shoot for soccer glory
This summer's European Championship is expected to be the biggest ever when it comes to global sponsorship activity. Three of the 10 official sponsors are from emerging markets and that includes Chinese electronics company Hisense, which is little known in Europe. Other sponsors include Adidas, Carlsberg, Continental Tyres, Coca-Cola, Hyundai/Kia, McDonald’s, Orange, Socar and Turkish Airlines.

Why Amazon is making the risky move into perishable goods
The Wall Street Journal has reported that Amazon is about to roll out new lines of private-label brands that include its first push into the perishable goods market. Chris Pearce, CEO of TMW Unlimited, describes why the company's command of data could give it an edge in a risky market.


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