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Using partnerships to boost reach and entertainment to surprise consumers are top tactics for success in Asia-Pacific

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WARC

Insights from the WARC Rankings APAC – a new report by WARC Creative

9 May 2024 – A new report is released by WARC Creative summarising key insights from winning campaigns executed in Asia-Pacific that have ranked highly in the renowned industry benchmark, WARC Rankings 2024.

Analysis of the world’s most awarded campaigns and companies from Asia-Pacific that have dominated the higher echelons of the WARC Creative 100, Media 100 and Effective 100 this year, finds that brands are using partnerships to increase the reach of their campaigns, and the effective use of competitions and humour in ads are tactics used to entertain and surprise consumers.

Amy Rodgers, Head of Content, WARC Creative, and author of the report says: “Our deep-dive into the multi- award-winning campaigns, brands and agencies in APAC featured highly across the three league tables provide an evidence-based insight into what led to their top ranks. Reflecting on these remarkable results and how they came about will inspire more successes.”

Key takeaways outlined in ‘WARC Rankings: APAC summary report’ are:

Using partnerships to boost reach

The top 10 APAC campaigns from each of the three rankings reveals brands using partnerships to increase the reach of their campaigns. In Bundy Mixer, Bundaberg Rum promoted women’s sports through a partnership with the NRL in Australia; in LEGO City Goes Nitro, The LEGO group formed a partnership with action sports brand Nitro Circus to promote a new product, and numerous other campaigns collaborated to gain credibility when tackling social and environmental subjects.

Less non-profit and cause marketing. More humour and entertainment

When compared to the EMEA region in particular, the top APAC campaigns were less dominated by not-for-profit campaigns and advertising ‘for good’. Instead, they showcase a diverse range of tactics to relaunch brands, launch new products and generate brand awareness.

There are examples of the effective use of competitions in the top 10s, and humour is also more widely used in this region than others, with many of the campaigns lighthearted, and designed to entertain and surprise consumers.

Top APAC campaigns for creativity:

#1 ‘Knock Knock’ for Korean National Police Agency by Cheil Seoul

#2 ‘The First Digital Nation’ for Government of Tuvalu by The Monkeys Sydney

#3 ‘Phone It In for Skinny’ for Skinny by Colenso BBDO Auckland

Top APAC campaigns for media:

#1 ‘Phone It In’ for Skinny by PHD Auckland / Colenso BBDO Auckland

#2 ‘Thumbstopping Beauty Biases’ for Dove by Mindshare Mumbai

#3 ‘The Missing Chapter’ for Whisper by EssenceMediacom Mumbai / Leo Burnett Gurgaon / Leo Burnett Mumbai

Top APAC campaigns for effectiveness:

#1 ‘Shah Rukh Khan-My-Ad’ for Cadbury by Ogilvy Mumbai / Wavemaker Mumbai

#2 ‘Keep Girls In School’ for Whisper by Leo Burnett Mumbai & Gurgaon / EssenceMediacom Mumbai & London

#3 ‘The Last Performance’ for Partners Life by Special Auckland

Top brands in APAC:

#1 Creative 100: DOT

#1 Media 100: Cadbury

#1 Effective 100: Cadbury

Top advertisers in APAC:

#1 Creative 100: Samsung

#1 Media 100: Spark

#1 Effective 100: Samsung

Australia is top for creativity. India is most effective

Taking into account all awarded work that took place in APAC tracked by the WARC Rankings, India accrued the most points for both media and effectiveness. Across the top 10 APAC campaigns in the three rankings, 10 out of 30 came out of India, five of which were in the media ranking.

However, for creativity, Australia leads the way, with two of the top 10 campaigns and five of the top 100, punching above its weight in terms of relative ad spend.

Top agencies in APAC:

#1 Creative 100: Leo Burnett Mumbai

#1 Media 100: PHD Auckland

#1 Effective 100: Ogilvy Mumbai (creative) and Wavemaker Mumbai (media)

Top agency networks in APAC:

#1 Creative 100: Leo Burnett

#1 Media 100: Mindshare

#1 Effective 100: Ogilvy

Top holding companies in APAC:

#1 Creative 100: Omnicom

#1 Media 100: WPP

#1 Effective 100: WPP

Top countries in APAC:

#1 Creative 100: Australia

#1 Media 100: India

#1 Effective 100: India

WARC Rankings are the ultimate benchmark for marketing. Celebrating excellence in creativity, media and effectiveness, they offer an opportunity for marketers to reflect on the best campaigns in the business and to review the impact their own work has on their brands. They are compiled by applying a rigorous, unbiased and transparent methodology.

A complimentary summary report is available to read here. Similar reports are available for EMEA and North America. WARC Creative subscribers can view and download progression charts for agencies, networks, brands and advertisers via the WARC Interactive Rankings dashboards.

Business

African Energy Chamber (AEC) Supports Perenco Partnership to Advance Industry 4.0 Skills in Central Africa

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African Energy Chamber

The African Energy Chamber welcomes Perenco Cameroon and Perenco Gabon’s partnership with UCAC-ICAM to launch an Industry 4.0 lab, advancing local skills development and strengthening Africa’s industrial future

JOHANNESBURG, South Africa, April 9, 2026/APO Group/ –A new partnership between Perenco Cameroon, Perenco Gabon and the UCAC-ICAM Institute in Douala to establish an Industry 4.0 laboratory marks a significant step toward aligning academic training with the evolving needs of the energy and industrial sectors. The facility will give students access to advanced automation, digital simulation and smart production technologies, helping close the gap between academic learning and the practical, industry-ready skills required across Central Africa’s industrial landscape.

 

As the voice of Africa’s energy sector, the African Energy Chamber (AEC) welcomes the initiative as a scalable model for local content development. By equipping students with Industry 4.0 capabilities, the laboratory directly supports the Chamber’s mandate to ensure greater in-country value creation and workforce participation across Africa’s energy value chain. The initiative also addresses critical skills shortages, enabling operators to increasingly rely on locally trained talent.

 

Developing local skills is fundamental to building a competitive and sustainable energy sector in Africa

The partnership underscores Perenco’s long-term commitment to sustainable development and capacity building in Cameroon and Gabon. Designed as a mini-factory, the UCAC-ICAM laboratory enables students to engage with real-world industrial tools and processes. This hands-on approach will support the development of engineers and technicians capable of contributing to key projects, including operations in the Rio del Rey Basin and infrastructure developments such as the Cap Lopez LNG terminal in Gabon.

 

Students across multiple disciplines will benefit from hands-on exposure to the lab’s advanced technologies. General Engineering students will train using robotic systems and virtual reality simulations, while Computer Science Engineering students will focus on industrial IoT and smart technologies. Process Engineering students will gain experience in automated production systems, and Petroleum program students will develop expertise in energy systems and instrumentation control. Graduates from UCAC-ICAM are being actively recruited by leading companies operating in Douala, reflecting growing demand for locally trained, industry-ready talent.

“Developing local skills is fundamental to building a competitive and sustainable energy sector in Africa,” says NJ Ayuk, Executive Chairman of the AEC. “This partnership demonstrates how industry and academia can work together to create a highly skilled workforce that will drive Africa’s industrialization and energy future. It is exactly the type of initiative needed to ensure Africans play a leading role in developing the continent’s resources.”

The UCAC-ICAM laboratory represents a strategic investment in Africa’s industrial and energy future. By strengthening local capacity, advancing technology adoption and supporting independent operators, the initiative aligns with the AEC’s broader vision of a self-sufficient and globally competitive African energy sector.

Distributed by APO Group on behalf of African Energy Chamber.

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Securing the bridge between legacy and smart

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DLMS

STS Association and DLMS User Association sign landmark Liaison Agreement to advance interoperable, secure and future-ready metering systems

CAPE TOWN, South Africa, April 9, 2026/APO Group/ –The recent Liaison Agreement between the STS Association and the DLMS User Association marks a pivotal step in the evolution of interoperable, secure and future-ready metering systems. By aligning STS token technology with the widely adopted DLMS/COSEM framework, this collaboration is set to bridge the gap between legacy infrastructure and next-generation smart metering. The partnership reflects a shared vision to enhance interoperability, strengthen smart prepayment integration, and unlock greater value across the global metering ecosystem.

 

STS Association, in partnership with ESI Africa (part of VUKA Group), and DLMS User Association, is hosting a free webinar on this topic:

Securing the bridge between legacy and smart

Thursday, 7 May 2026 | 11:00 AM – 12:00 PM

Register: https://apo-opa.co/4cfEUb5

What you will learn

Industry experts will unpack how this strategic alignment enables seamless integration between your trusted prepayment systems and advanced data exchange protocols. Attendees will gain insight into:

  • How STS tokens can be securely transported using DLMS/COSEM
  • The role of Generic Companion Profiles in enabling interoperability
  • How coordinated roadmaps will shape the future of token technology and smart metering
  • The expanding application of these standards beyond electricity into water, gas and time metering
  • Practical benefits for utilities, manufacturers and system integrators navigating the transition from legacy to smart environments

Introducing the Panel

Lance Hawkins-Dady – STSA Board Chairman

Franco Pucci – STSA Technical Consultant

Don Taylor – STSA Independent Director

Sergio Lazzarotto – DLMS User Association, President

Join STS Association and ESI Africa to explore how this landmark collaboration is securing the bridge between legacy systems and smart innovation. Discover how aligned standards can simplify integration, enhance security and future-proof your metering strategy.

Register now: https://apo-opa.co/4cfEUb5

Distributed by APO Group on behalf of VUKA Group.

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Africa’s Lithium Pipeline Gains Momentum as Global Supply Deficits Loom

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Energy Capital

The upcoming African Mining Week 2026 – taking place from October 14-16 in Cape Town – will connect global investors with prospects within the lithium industry amidst an anticipated resource supply deficit by 2028

CAPE TOWN, South Africa, April 9, 2026/APO Group/ –Rising demand for lithium is positioning Africa to attract foreign investment, accelerate local beneficiation and strengthen its role in securing the global battery supply chain. A recent forecast by Wood Mackenzie projects that global lithium demand could exceed 13 million tons by 2050 under an accelerated energy transition scenario. This surge is expected to place significant pressure on supply, with deficits emerging as early as 2028. Without substantial new investments, existing lithium projects will struggle to meet demand beyond the mid-2030s.

 

Against this backdrop, Africa’s growing pipeline of greenfield and development-stage lithium projects positions the continent as an increasingly important contributor to global supply security. In 2025, Africa ranked as the largest source of new lithium supply globally, with new output from the region exceeding that of the rest of the world combined. This milestone underscores the continent’s potential to scale production and strengthen its role in the global battery minerals market.

Emerging Lithium Producers Strengthen Africa’s Supply Pipeline

Even under a slower energy transition scenario, Wood Mackenzie projects that lithium markets will remain adequately supplied until 2037, before entering deficit. This outlook reinforces Africa’s strategic role as new projects across Mali, Zimbabwe, Ghana and Namibia advance toward production.

In the Democratic Republic of the Congo (DRC), Zijin Mining, AVZ Minerals and KoBold Metals are expected to begin operations at the Manono lithium project in mid-to-late 2026, marking the country’s first lithium output. Ranked among the world’s largest hard-rock lithium deposits, Manono is expected to begin exports shortly after commissioning, diversifying DRC’s mineral output while strengthening the continent`s contribution to the global electric vehicles and battery supply chain.

Mali Emerges as a Regional Lithium Hub

Mali is also rapidly positioning itself as a key lithium producer. The Bougouni Lithium Project, commissioned in 2025, currently produces approximately 125,000 tons per annum of concentrate, with Phase Two expansion plans underway that could nearly double production capacity.

Meanwhile, the Goulamina Lithium Project, one of the largest spodumene deposits globally, is producing around 506,000 tons of spodumene concentrate annually, with expansion plans targeting one million tons per year. Together, these projects are expected to significantly strengthen Mali and Africa’s position within the global lithium market.

Ghana and Zimbabwe Expand Lithium Production and Value Addition

In Ghana, the Ewoyaa Lithium Project, developed by Atlantic Lithium, is set to become the country’s first lithium-producing mine, with production targeted for late 2027. The project is expected to produce 3.58 million tons of spodumene concentrate grading 6% and 5.5%, alongside approximately 4.7 million tons of secondary product, further strengthening Africa’s contribution to global lithium supply.

Meanwhile, Zimbabwe – currently Africa’s largest lithium producer – is accelerating efforts to move up the value chain. Government policies restricting the export of raw lithium are encouraging investment in local processing and beneficiation facilities, supporting the production of higher-value lithium products and positioning the country as a key supplier to the global battery materials market.

Investment Momentum Builds Ahead of African Mining Week

With an estimated $276 billion in new investment required to avoid the forecast supply deficits beginning in 2028, Africa’s lithium-rich countries are well positioned to attract the capital needed to expand production and downstream processing.

In this context, African Mining Week 2026 – scheduled for October 14–16 in Cape Town – will serve as a key platform for global investors, project developers and policymakers to engage on opportunities within Africa’s lithium sector. As the continent’s premier mining investment event, the conference will feature high-level discussions, project showcases and strategic networking sessions aimed at accelerating partnerships across the lithium value chain.

Distributed by APO Group on behalf of Energy Capital & Power.

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