OMD Vietnam and Sanofi launch the first SEA partnership with CoComelon for Lactacyd Baby Wash

The agency network played a crucial role in conceptualising the partnership and coordinating all aspects from creative to commerce and managing media planning.

Ho Chi Minh City, 1 June, 2024 – OMD Vietnam and Sanofi have conceived an unprecedented partnership between Sanofi’s Lactacyd Baby Wash and CoComelon producer, Moonbug Entertainment. The groundbreaking partnership and IP deal is a market-first for Lactacyd and Moonbug in Southeast Asia combining branded content, consumer product licence, advertising on CoComelon’s media ecosystem, and points of sales. It encompasses an original 60-second song and animation featuring Baby JJ and Melissa (JJ’s mom) using Lactacyd at bath time, on-pack branding, and e-commerce activations across Indonesia, the Philippines, and Vietnam.

Commenting on the partnership, Heejoo Won, Head of Marketing Lactacyd APAC, Sanofi, said, “This association mirrors a shared commitment to fostering strong bonds between parents and children through positivity, joy, and music. With Cocomelon’s widespread popularity among our target demographic in Southeast Asia, initiating this partnership in three of our  key markets was a natural progression. We are thrilled about the potential.”

Within a competitive category, Lactacyd BBW recognised the need for a campaign that resonated emotionally with parents to raise the brand love and association in the 3 markets. OMD and the brand decided therefore to drastically change how the brand approached their choice of media channels and conceptualised the idea of collaborating with CoComelon. 

” We’re thrilled to partner with Lactacyd with a new, original song and animation featuring the brand alongside CoComelon characters,” Said Simon Barnett, Director of Ad Sales & Brand Partnerships, APAC at Moonbug Entertainment. “A first-of-its-kind partnership for CoComelon in the region, this is a testament to the CocoMelon popularity in Southeast Asia.”

This partnership will be  promoted through multiple touchpoints including but not limited to  key opinion leaders, terrestrial TV, digital media, in-store promotions. The brand will as well develop 3D OOH in Manilla, Ho Chi Minh City and Jakarta. 

Uyen Diep Nguyen, Head of Innovation/Lead Lactacyd APAC, OMD Vietnam said, “From the outset, we envisioned a partnership that would forge an emotional connection between JJ and the Lactacyd brand. This represents Sanofi’s inaugural foray into licensing on such a scale, and we anticipate substantial growth in the Philippines, Vietnam, and Indonesia.” 

Led out of Vietnam, the agency is working with its OMD counterparts in the Philippines and Indonesia for media planning, while collaborating with MediaMonks for creative and Visual Latina  for in-store executions. The campaign officially launches today in Vietnam and Philippines and will be rolled out in phases – OOH activations in August and Indonesia in September 

Julien Courant, Chief Operating Officer, Omnicom Media Group Vietnam added, “This campaign epitomises our agency’s platform-first approach, recognising the pivotal role of creative media in engaging today’s dynamic consumers. This partnership signals just the beginning.”

Omnicom Media Group Vietnam Celebrates Young Lions Masterclass Success

Ho Chi Minh City, June 21, 2024 — Omnicom Media Group Vietnam (OMG VN) is thrilled to celebrate the resounding success of the Young Lions Masterclass, which kicked off with fervor and promise. As a key player in the Vietnamese creative industry, OMG VN recognizes the importance of nurturing young talent and providing them with the tools to shine on the global stage.

The masterclass, aptly themed “Crack the winning works of Young Lions,” drew enthusiastic participation from the top 30 finalists. These rising stars had the opportunity to delve into international award-winning entries, dissecting them from various angles. Under the guidance of seasoned industry experts, the young talents gained fresh perspectives and widened their horizons.

Julien Courant, Group Chief Operating Officer at OMG VN, was honored to be part of the 2024 Young Lions Competitions Jury Panel. His insights, drawn from years of experience, resonated with the participants. “Vietnam’s creative industry has immense potential,” Courant emphasized. “Our young lions can compete on the world stage, and this masterclass is a testament to that.”

The first training session concluded on a high note, leaving participants inspired and motivated. The outstanding submissions showcased during the masterclass are poised to set the international arena ablaze. OMG VN believes that this passion and enthusiasm will propel these young marketers toward greatness.

“Let’s revisit the priceless moments captured on-site,” Courant encouraged. The camaraderie, the exchange of ideas, and the hunger for excellence were palpable. The masterclass served as a melting pot of creativity, where students and industry practitioners mingled, learned, and ignited their creative sparks.

Looking ahead, OMG VN eagerly anticipates Masterclass Session 2, scheduled for May 25, 2024. This session will focus on Presentation Skills, equipping participants with the tools to communicate their ideas effectively. As Courant put it, “Presentation skills are essential for any aspiring creative professional. We want our young lions to shine not only in their work but also in how they present it.”

Finally, OMG VN extends its best wishes to the Gold Winning team representing Vietnam at the Cannes Lions Festival this summer. The world awaits their brilliance, and OMG VN stands firmly behind them.

Omnicom Media Group Vietnam at MediaWorks 2024

Ho Chi Minh City, June 21, 2024 — Omnicom Media Group Vietnam (OMG VN) is elated to share the remarkable experience of participating in MediaWorks 2024. As a mentor, OMG VN played an integral role in shaping the future of our industry by engaging with talented young minds.

The energy and creativity among the future leaders were palpable. Our mentees demonstrated unwavering motivation and a hunger for excellence. We extend our heartfelt gratitude to the MediaWorks organizers—Kaling M., Atifa Hargrave-Silk, and Zamir Khan—for orchestrating an exceptional event. Special thanks to Amrita Randhawa for her leadership and dedication, ensuring that MediaWorks was a memorable and impactful experience.

Our clients, Shiv T., Amelia Tan, and Chloe Chua, challenged us and engaged in meaningful interactions. The discussions with fellow mentors—James Smyllie, Jay Lim, Lucy Zhang, and Saurabh Chandrashekhar—were fruitful and enlightening. Together, we explored industry trends, shared insights, and fostered connections.

However, the true highlight was mentoring the winning team, Manju. Their strategic thinking, innovative ideas, and flawless execution impressed all four judges. Manju’s victory reaffirms that human creativity surpasses even the most advanced AI. Congratulations—you rock!

As we reflect on MediaWorks 2024, OMG VN remains committed to nurturing talent, driving innovation, and propelling Vietnam’s creative industry onto the global stage. We eagerly anticipate future collaborations and look forward to more inspiring moments.