VaynerMedia... for its APAC acceleration: The Drum editorial team’s best of 2020
It’s that time again, when we look back at the agencies, the brands, the organizations, movements and trends that have shaped the past year. In 2020 – a year so many of us would like to forget – our industry of problem solvers proved time and again that they have what it takes to muck in, help out, ask questions, shape cultures and change the world. It is them that we celebrate in our New Year Honors.
Vayner’s campaign for Subway played on the idea that it cut corners and budget
While independent agency VaynerMedia is often thought of in the same breath as its famous founder Gary Vaynerchuk, when the company branched out in APAC last year, it did so on its own merit. By the end of 2019, the company had just over 20 staff, helmed by APAC head Avery Akkineni, and it was making a steady but respectable pace in previously uncharted Asia via its first office in Singapore. At the end of 2020 – a year in which many businesses were reducing headcount – the VaynerMedia APAC business had over 115 staffers on its books, showing a significant period of growth over the year.
After securing former GoJek creative lead VJ Anand in November 2019, the agency quickly ramped up its creative team and offering to service a growing number of new client wins. During 2020, the agency has launched notable campaigns for clients including Subway, SK-II, Oppo, Tipco and Prudential.
In a bold and arguably meta marketing move, Vayner’s campaign for Subway played on the idea that it cut corners and budget in its marketing to bring consumers more value. Outdoor ads were only halfway filled, saying it only paid for half the ad, while online marketing claimed no copywriters were used against lo-fi, PowerPoint produced ads and hashtags such as #lessmarketingmoremeat.
As the agency moves into a new year, it is hiring roles into new markets, such as Indonesia, as it continues its growth trajectory across the region.
We’ll be celebrating all our favorite things about 2020 on thedrum.com between now and early January. Keep an eye on our New Year Honors hub to read more.