What is Glue?

Glue noun

1. A substance that is used for joining things together permanently,
   produced from out-of-the...
o
          360 Communications Planning

          Print
                                  Glue delivers
   TV            ...
Content Rich Brand Experiences




    Sponsorship Activation               Retail Activation     Brand ‘Edutainment’
Ente...
What Makes Glue Different?



We deliver creative activation
solutions fully integrated into your
communications planning ...
Our Operating Structure

Born in 2009 from a strategic partnership between
    GroupM and Total Sport & Entertainment.
Our People Make It Happen…

Josh Black
Chief Operating Officer, Asia
Josh joined Glue in 2009 after 10 years of brand mark...
Solutions Across Asia


                              Beijing
                              Shanghai
                  Hon...
Our Singapore Clients

Active Clients




Active in Past
 6 Months




Active in Past
 12 Months
What Others Say About Us…
“Working with the guys from Glue has been a pleasure from start to finish.
Their professionalism...
Sponsorship Activation                             Singapore


Client
AVIVA Limited (Singapore)

Our Task
 Create an even...
Event Management                                    Singapore


Client
StarHub

Our Task
 Complete Event Management & Mar...
On-Ground Activation                                  Singapore


Client
Malaysian Airlines

Our Task
 Build and execute ...
Flashmob Activation                                Singapore


Client
Singapore Sports Council

Our Task
 Conceptualise, ...
On-Ground Activation                                 Singapore


Client
Nestle Singapore
NesVita Omega Plus

Our Task
 Co...
On-Ground Activation                             Singapore


Client
Nestle Fitnesse

Our Task
 Create an on-ground activa...
Retail Sampling                                         Singapore


Client
COL+
RTD Milk-Based Colostrum Drink

Our Task
...
Schools & Street Sampling                           Singapore


Client
PepsiCo Singapore

Our Task
 Build and execute an ...
Brand Education                                      Singapore & China


Client
Gatorade China
Project Managed by Glue Sin...
On-Ground Activation                                 Indonesia


Client
DELL Indonesia
Project Conceptualised & Managed by...
Partnerships                                            Singapore


Client
LG Electronics (Regional)
Consumer Electronics
...
Endorsements                                        Singapore


Client
SingTel
Football Frenzy Digital Platform Launch

Ou...
Endorsements                                          Malaysia


Client
Kraft Malaysia
Tiger Biscuits Brand

Our Task
 Id...
Joshua Black
Chief Operating Officer: Asia
     P: +65 9188 4525
E: josh@glueagency.com
 www.glueagency.com
Glue Credentials
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Glue Credentials

  1. 1. What is Glue? Glue noun 1. A substance that is used for joining things together permanently, produced from out-of-the-box thinking and a passion for flawless execution. 2. An adhesive force that bonds brands and consumers together through content rich branded experiences. 3. A brand activation agency that was created by gluing Asia’s leading media investment management group with a team of people that get in and get it done. Source: Glue 2009.
  2. 2. o 360 Communications Planning Print Glue delivers TV Outdoor the content rich brand Core experiences Digital Message Mobile that bring communications PR Experiences to life Radio
  3. 3. Content Rich Brand Experiences Sponsorship Activation Retail Activation Brand ‘Edutainment’ Entertainment, Sport & Partnerships Disruptive Experiences Brand Activation Teams Brand Events Guerilla Blitz & Sampling
  4. 4. What Makes Glue Different? We deliver creative activation solutions fully integrated into your communications planning process.
  5. 5. Our Operating Structure Born in 2009 from a strategic partnership between GroupM and Total Sport & Entertainment.
  6. 6. Our People Make It Happen… Josh Black Chief Operating Officer, Asia Josh joined Glue in 2009 after 10 years of brand marketing at PepsiCo working in both market and regional roles. He oversaw Gatorade’s Marketing Activation programs in Australia & Asia for 4 years and then led the Gatorade brand expansion through Asia for 6 years including launches in Thailand, Japan, Malaysia, Philippines & Indonesia. Before joining PepsiCo, Josh was a key player in Qantas’ global Sports Marketing Team. His last role at PepsiCo saw him heading up marketing for Hydration Brands across Asia. Greg Hammond Director, Asia For the last 12 years Greg has run the Australian activation team from Sydney (known as TSE) & developed a reputation for getting in & getting it done. He has a wealth of brand activation experience working with major clients including Adidas, Gatorade, Virgin Mobile, Diageo, Fisher & Paykel and Fujitsu.
  7. 7. Solutions Across Asia Beijing Shanghai Hong Kong Taipei Mumbai Bangkok Manila Kuala Lumpur Singapore Jakarta Sydney
  8. 8. Our Singapore Clients Active Clients Active in Past 6 Months Active in Past 12 Months
  9. 9. What Others Say About Us… “Working with the guys from Glue has been a pleasure from start to finish. Their professionalism, expertise and attention to detail is complemented by their approachability and constant positivity. Whoever the individual was I was dealing with, everyone seemed to give the impression of enjoying what they were doing - a rare commodity. Having worked with hundreds of event organisers from all parts of the globe over the 7 years I've been with Guinness as a Records Adjudicator, in my mind Glue are at the very top of the tree and I very much hope to have the pleasure to work with them again”. Rob Molloy Director of Television Guinness World Records
  10. 10. Sponsorship Activation Singapore Client AVIVA Limited (Singapore) Our Task  Create an event that would help AVIVA take their Badminton Sponsorship to the heartland masses. The Idea  AVIVA World’s Largest Rally: Singaporeans joined together to set a new Guinness World Record.  Qualification events in heartland locations fed into the Final Event at Raffles City. Supported by on-ground blitz campaign. The Results  Created unprecedented engagement between AVIVA and the heartland badminton audience.  Over 600 participants & 1,000 spectators attended the Final Event to help set the new World Record of 96 shots.
  11. 11. Event Management Singapore Client StarHub Our Task  Complete Event Management & Marketing of an Urban Freestyle running event and festival scheduled for April 2010.  Core project team with significant major event management & event marketing experience created – 3,000 participants expected to take part in the running event and 7,500+ in the festival. The Results  Soft launch conducted October 2009 – FlashMob activity at Raffles Place with viral video seeded online to create hype & WOM buzz among core target.  Press launch conducted December 2009 with significant event PR generated.  Event scheduled for April 2010.
  12. 12. On-Ground Activation Singapore Client Malaysian Airlines Our Task  Build and execute an on-ground activation program that educates Singaporeans on the MAS network and generates excitement in an engaging and interactive environment.  Partnered with Mindshare to create the Malaysian Airlines Winning Smiles campaign where consumers could get their photo taken against a destination backdrop with all the pictures forming a MAS destination collage. The Results  8 week activation program in Singapore (booths erected every Saturday along Orchard Road).
  13. 13. Flashmob Activation Singapore Client Singapore Sports Council Our Task  Conceptualise, choreograph and execute a Flashmob to help promote the launch of the ‘Lets Cheer’ Youth Olympic Games Campaign.  Brief included full production of 120, 60 and 30 second promotional videos seeded and planted online to drive awareness of the campaign and affinity with SSC.  5 Flashmobs executed in Singapore over 6 week period. The Results  Unprecedented coverage in Print for a Singapore Flashmob – Front Page coverage in the Singapore Straits Times Newspaper.
  14. 14. On-Ground Activation Singapore Client Nestle Singapore NesVita Omega Plus Our Task  Conceptualise & activate a series of free on-ground Health Checks for NesVita Omega Plus in Singapore over 2 months.  Health Check Roadshow visited heartland locations across Singapore delivering free cholesterol checks, bone density scans & nutrition tips to over 250 people each Saturday.  Negotiated & managed partnership with People’s Association (PA) to drive additional foot-traffic to weekly events. The Results  Events attracted a strong flow of traffic +25% vs. forecast.  8 week national activation program.
  15. 15. On-Ground Activation Singapore Client Nestle Fitnesse Our Task  Create an on-ground activation platform to drive awareness & trial of Nestle Fitnesse.  Build inextricable product link with weight-management. The Idea  Conceptualised an on-ground activation program called Nestle Fitnesse Office Workouts.  Recruiting 20 of Singapore’s largest companies to take part in the program that features an office workout, sampling session & opportunity to sign-up for the Nestle Fitnesse 30-Day Challenge (BMI reduction challenge).  Developed partnerships with Puma & Fitness First to add credibility & scale to the program.
  16. 16. Retail Sampling Singapore Client COL+ RTD Milk-Based Colostrum Drink Our Task  Conceptualise, develop & execute a national in-store sampling campaign that cuts-through and breaks the codes on how in-store FMCG sampling is normally conducted in Singapore. The Idea  Developed a unique premium look & feel for the sampling booths, sourced young fresh promoters, educated the promoters on the core product benefits & functionality with weekly training sessions held throughout the campaign.  8-week campaign conducted across major retail & health outlets in Singapore including Cold Storage, NTUC, Fitness First & Pure Yoga. The Results  Average rate of 12% conversion significantly beat client KPI of 8%.
  17. 17. Schools & Street Sampling Singapore Client PepsiCo Singapore Our Task  Build and execute an on-ground sampling program for PepsiCo’s Mtn Dew and Revive products across Singapore.  12-month program puts a branded vehicle on the streets for 6 days a week hitting schools, universities, polytechnics, events & guerilla locations – where the core audience is.  Build & manage a team of 3 Thirst Squad employees to operate & execute the program. The Results  Program reaches 500,000 of core target audience annually.
  18. 18. Brand Education Singapore & China Client Gatorade China Project Managed by Glue Singapore Our Task  Launch interactive schools program to educate students on the science of sweat across 5 cities in China over 3 months. The Idea  Developed unique market-relevant content for the Gatorade NBA China Schools Program. The Results  Program activated in 5 cities reaching over 150,000 junior-high students in 3 months.
  19. 19. On-Ground Activation Indonesia Client DELL Indonesia Project Conceptualised & Managed by Glue Singapore Our Task  Create unprecedented social chat and buzz for the Alienware Brand in Indonesia.  Deliver massive engagement & a unique trial experience with the core target audience. The Idea  Alienware Command Centre idea conceptualised, managed and executed by Glue Singapore on-ground in Indonesia.  Branded bus will travel around Indonesia for 3 months. The Results  Media launch attended by over 40 local & regional media.
  20. 20. Partnerships Singapore Client LG Electronics (Regional) Consumer Electronics Our Task  Management of Airline Partnership program for LG across Asia – LG will give 4 Asian Airlines 17 x New TV Sets each week for 17 weeks so they can run an in-flight duty free promotion giving away the TV Sets.  Drive maximum in-flight media for LG – in-flight magazines, in- flight TV units, boarding pass promotions, display units in airline lounges, editorial content etc. The Results  Negotiated consortium partnership deals to deliver over SGD$250,000 of media value for LG through Singapore Airlines, Tiger Airways, JetStar and SilkAir.  Barter media deal negotiated to deliver advertising through SilverKris, KrisFlyer & KrisShop Magazines & in-flight entertainment.
  21. 21. Endorsements Singapore Client SingTel Football Frenzy Digital Platform Launch Our Task  Negotiate editorial contribution agreements with ex-EPL Players for SingTel’s mioTV Football Frenzy platform.  Work directly with Athlete’s & their Agents to negotiate cost- effective deals for SingTel.  Draft contracts & manage amendments through to execution phase. The Results  Negotiated extremely cost-effective deals for SingTel with Tony Adams (ex-Arsenal Player, England Captain & Manager) and Bryan Robson (ex-Manchester United Player, England Captain & Manager).
  22. 22. Endorsements Malaysia Client Kraft Malaysia Tiger Biscuits Brand Our Task  Identify & negotiate a globally recognised ex-player for Kraft’s Tiger Biscuits ‘Tiger Football Stars’ Reality TV Show & subsequent brand endorsement. The Results  Negotiated an extremely cost-effective deal for Kraft with Peter Schmeichel (Manchester United Legend) that covered participation in the TV Show, full Image Rights across ATL & BTL, 2 trips to Malaysia & additional content for consumer activation.  Reality TV Show airs Q1 2010 in Malaysia.
  23. 23. Joshua Black Chief Operating Officer: Asia P: +65 9188 4525 E: josh@glueagency.com www.glueagency.com

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