Most important global ad stories of the week

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Brexit reactions around the industry, Nissan reorganizes its global comms, great creative partnerships from South and Southeast Asia, and how social media won the Philippines presidency

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

Brexit reaction: Ad industry rocked by UK vote to leave EU
Senior figures from across the UK's advertising industry have reacted with shock and dismay after the country voted to leave the European Union. Read responses from WPP CEO Martin Sorrell; Interpublic Group CEO Michael Roth;  CHI & Partners CEO Sarah Golding; Chris Hirst, CEO for Europe at Havas Creative Group; and more.  

Nissan reorganizes global comms function
YOKOHAMA, JAPAN — Nissan Motor is reorganizing its global communications function, the automaker said Thursday morning. Nissan has hired Amanda Groty as GM of global corporate communications. Sadayuki Hamaguchi, who leads Nissan’s global corporate communications, is taking on the role of GM and head of Japan communications. His move is part of what the automaker called a wide-ranging expansion of its communications function and increased focus on the Japan market. Hamaguchi will work alongside Groty.

R/GA sets up Tokyo 'launch pad' office
At the top of R/GA’s list for Asia-Pacific is the launch of operations in Tokyo. The office will start small and concentrate on serving anchor client Google, according to Jim Moffatt, Asia Pacific EVP and MD. "We’ll use that as the launch pad to grow our operations there," he said. Bob Greenberg, R/GA’s founder and CEO, said it was important to work on getting the offering right. It will be "complicated," he said, given the strengths of domestic agencies Dentsu and Hakuhodo. "A lot of people go in and don’t get their model right — it’s not easy to do," he said. "We’re going slowly and picking our partners carefully."

Brazilian Zika campaign highlights millennial interest in work with a purpose
A group of Havas agencies developed a song and a ritual for a Reckitt Benckiser campaign encouraging Brazilians to use mosquito repellant and get rid of standing water to help eradicate the Zika virus. The campaign was a success by marketing standards: a video of Ivete Sangalo, a popular performer in the region, singing a song and dancing a ritual developed for the campaign, generated 9 million views. It was also a success within the agency for a different reason. "Millennials worked twice as hard because there was a purpose behind it," said Toygar Bazarkaya, chief creative officer for the Americas at Havas Worldwide.

Asia's most creative partnerships: Coca-Cola and Isobar China
Coca-Cola's relationship with Isobar in China is far more than one of agency and client. Isobar has become a trusted adviser on the back of some cleverly creative campaigns. One highlight was a 2014 campaign, in which the lyrics of 50 popular songs appeared on Coke bottles and cans to help people express their emotions. Coca-Cola's sales rose more than 6% over 2013 — the highest sales volume it has recorded for a summer campaign in China.

India's most creative partnerships: Tanishq and Lowe Lintas
Jewelry brands and marriage are made for each other, and weddings represent jewelers' biggest marketing opportunity in India. So how does a modern jewelry brand stand out while still leveraging the occasion in a market dominated by family jewelers? In 2013 jewelery brand Tanishq, a subsidiary of Tata Group’s Titan Company, chose to feature in its advertising a woman who already had a daughter, getting married for the second time. A clear departure from the sector’s usual coy brides, it challenged taboos and broke new ground. Other endearing pieces of communication have been born of the partnership between Tanishq and Lowe Lintas, part of MullenLowe Lintas Group, over time. Disrupting category norms is pretty much standard for them, with a strong point of view on the "Tanishq woman," be it a bride-to-be or working professional.

The Du30 phenomenon: How social media won the presidency in the Philippines
Despite being outspent by a wide margin, the new Philippines President Rodrigo Duterte captured voters because of his apparent authenticity and social-media savvy, writes David Guerrero, chairman and CCO of BBDO Guerrero. "After the elections, Duterte's spokesman thanked 14 million "social-media volunteers" — across Facebook, Instagram and Twitter. His online video reach was 21 million views, compared to just 3 million for the next-best candidate. Duterte's Facebook page has gained 3 million likes since November 2015. And the candidate dominated all online polls." In a country where the average age is 23.5, a little social media savvy goes a long way.


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