WWF (panda, not wrestling) x Dentsu for Coral Triangle.

It's finally confirmed and safe to break the news :) Today our dear new partners will be representing Dentsu to pitch a strategic proposal for Coral Triangle 2011 campaign to their regional Marketing Directors in Shanghai. We send Dentsu power from Malaysia, Singapore, Indonesia and all over the world.

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Dentsu Asia Network has been appointed as WWF’s marketing communications agency network for their Coral Triangle campaign after a two-way pitch against BBDO.

As part of the Dentsu Asia Network, offices in Malaysia, Indonesia, Singapore, Vietnam, Phillipines and Japan will each play a significant role in driving a 360 integrated communications strategy to support the awareness campaign for WWF.

The upcoming campaign aims to raise public awareness on the distressing issues affecting the Coral Triangle, one of the world’s most important and vibrant marine eco-systems. Located in the waters off the coasts of Indonesia, Malaysia, Papua New Guinea, Philippines, Solomon Islands and Timor-leste, the Coral Triangle is home to 76% of the world’s coral species, sustaining the lives of more than 120 million people in that area.

The recent appointment by WWF leverages on the strength of Dentsu’s network in this region which allows for insights to thrive and local engagements to foster. The campaign came at a favourable time after Dentsu formed a regional action team to address sustainability communication challenges internally and for businesses in the Asian market. For more than two years, the wheels of change have been put into motion through a spectrum of research with Dentsu’s Green Chronicles and injecting sustainable solutions into its diverse marketing initiatives.

Dentsu’s commitment to environmental activities has been recognized by the Ministry of the Environment of Japan when it became the first company in the Japanese advertising industry to receive the “Eco-First” certification. Various group-wide efforts since then have been established to actively promote Dentsu’s environmental agenda to employees, clients and suppliers globally.

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Hip hip hooray! 2011 - The year of sea - Gear up, you urban sailors! Looking forward to produce some great digital ideas ;)