Dentsu Malaysia expands Isobar by consolidating Lemonade - MARKETING Magazine Asia


Dentsu Malaysia expands Isobar by consolidating Lemonade

Dentsu Malaysia (formerly Dentsu Aegis Network) is continuing to simplify its creative line of service, merging Lemonade into Isobar.

With 2021 fuelling new creative trends driven by the virtual economy, the synergies achieved between both award-winning digital creative agencies allows dentsu to scale its in-house digital experience technology solutions.

Lemonade’s award-winning influencer marketing and social commerce offerings will now reside within Isobar, which will become the network’s go-to-market brand for experience-led transformation for brands, powered by creativity.

Dentsu’s modern creativity offering brings together creative, marketing, and technology services seamlessly through its new ‘on demand’ delivery model.

The aim, says CEO Kien Eng Tan, is for clients to have easier access to end-to-end creative solutions that are driven by everything from building meaningful brands, driving end-to-end platform experiences, innovating products and services, and transformation consulting in an age of inclusive intelligence.

“Customer experiences have changed in 2020, and we can only expect to see more brands shifting their focus on creating and realising hyper-transformational customer experiences.”

Lemonade’s Managing Director Ruhana DaSilva will lead the newly expanded Isobar team and report to Kien Eng Tan.

Ruhana brings a decade’s experience in the fast-changing digital landscape with previous experience in SaaS, hedge funds, and capital markets.

For the last five years in dentsu, she has played a hands-on role in developing highly collaborative and effective digital teams driving the the growth of Lemonade.

Successful partnerships include Spotify, NBA, Estée Lauder Companies, and Abbott. She has been recognised by Campaign Asia’s Women Leading Change awards.

DaSilva said: “With dentsu’s global transformation to simplify and deliver integrated marketing solutions that are data-driven, tech-enabled and ideas-led, Lemonade was perfectly positioned to integrate our hyper-personalised and consumer-first approach to that of Isobar’s global digital experience as a market leader, while still keeping Lemonade as a product and largest case study of what we’ve been able to achieve the past 3 years.

From scaling a team with a variety of clients and partners from sports and entertainment, health and beauty, and more. This represents a meaningful milestone for our teams, and partners as we look ahead to forge the way for the new virtual economy.”

Dentsu’s open teaming platform and spirit of radical collaboration was exemplified recently by the Creative Trends 2021 Report, uniting strategists, creatives and technologists across award-winning creative agencies to identify key opportunities for growth in the new virtual economy.

Dentsu predicts that as contactless technologies continue to accelerate and socially distanced stores become the norm, we should expect to see brands ‘bring humanity to the point of purchase in new ways.’


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