Martell has appointed UltraSuperNew as its agency for integrated duties across ATL, BTL and social for the Singapore market for a period of a year, with the option to extend for another. Marketing understands that a total of seven agencies were vying for the account. Previously, UltraSuperNew worked in tandem with Ogilvy for Martell’s executions.
In a conversation with Marketing, Aaron Yang, group brand manager for Pernod Ricard Singapore said while each of the agencies had their strength, ultimately UltraSuperNew understood the brand's desire in wanting to resonate with a younger demographic, while maintaining a strong relationship its current advocates. Yang also added that incumbent for three years Ogilvy was instrumental to Martell’s growth in the market and brought it to where it is – a category leader in the cognac segment.
When asked about marketing plans, Yang explained that the brand is looking reach out to a younger audience moving forward through digital executions. “While we haven’t yet seen any decline in sales for the brand, we are committed to not rest on our laurels and would like to evolve the brand to remain relevant with the younger consumer base, while ensuring an on-going relationship with our current brand advocates.”
He added that with the current restrictions on on-ground events, Martell has had to evolve its strategy and accelerate its digital innovation. “With the help of UltraSuperNew, we are looking to create meaningful experiences on the online digital space for our consumers,” he added.
Earlier this year in February, UltraSuperNew opened a new office in Taiwan, and the creative department will be headed up by associate creative director Shan Yu Chia. It also restructured its Singapore team and hired two new talents. Sarah Emmanuel-Cheong who joined from TBWA\ as an account director year ago, was also promoted to the role of general manager. This came as former managing director Jean-Francois Thery moved to grow the agency’s business across the APAC region. Both will report directly to co-founder Marc Wesseling.
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