One9Ninety wins Volvo Cars, Playboy Fragrances

Volvo Cars retained the agency as its social media agency of record for the second consecutive year early this month. The new appointment will see the agency taking on full social media engagement, including buzz tracking and analysis, influencer marketing, content and community management, creative campaigns, applications development and media buying for the Singapore market for the next 12 months.

During the past 12 months, the agency developed several social campaigns and other activities such as buzz tracking and analysis, influencer marketing, content and community management, applications development and social media buying for Volvo Cars.

Meanwhile, Playboy Fragrances selected One9Ninety as its agency of record in August. The agency is tasked to develop a digital and social strategy in Singapore, Malaysia, Indonesia, Taiwan, Hong Kong and Thailand. Playboy Fragrances is managed by Coty Group, through Coty Asia.

To be launched on 13 Nov, the 360 digital plan includes media buying, Facebook activation and an innovative gamified social networking mobile application. The programme aims at offering ‘retailtainment’ to Playboy Fragrances’ 18- to 25-year-old target audience, as well as an always-on social CRM tool to the brand managers.

The tenure of the contract is 18 months. One9Ninety developed some work for the brand's distributor, Starasia, in Singapore last year.

Christelle Simeon, regional marketing director of Coty Asia, said One9Ninety’s digital strategy suits the specific needs of a global brand managed by a regional marketing team.

“The Facebook and mobile solutions we chose match the Social Local Mobile (SoLoMo) and always-on digital platform we have been looking for,” she added. “The simple dashboard access offered by the One9Ninety platform solution should equip our local markets to drive future campaigns, engagement, sales and loyalty.”

Following the two business wins, One9Ninety has expanded its team, naming Suba Veilathurai as account director and Christophe Laguet as strategy and operations director.

Laurent Verrier, CEO of One9Ninety, said the new talent and businesses add scale, motivation and confidence to the agency to push forth innovative and effective social, mobile and digital solutions.

With 15 years of experience, Veilathurai previously held senior management positions at Lycos, MTV/ Nickelodeon, SingTel (InSing) and most recently Club21, where she was the global digital manager.

Laguet, meanwhile, has 15 years of experience in digital marketing and project management with CanalWeb, Orange Telco and Eyeka, working on clients such as OSIM International, Diageo and myfab.com. He was most recently with Leo Burnett as senior manager CRM digital for SKII Asean.