The post Helen Lee joins The Trade Desk as head of agencies for APAC appeared first on MARKETECH APAC.
]]>“As the new Head of Agencies for APAC, I will be partnering with our region’s largest agency groups to co-create solutions, drive growth for the Open Web, and build a culture of shared success across the region,” she said.
In her new role, she will also work closely with cross-functional teams in product, engineering, and marketing to deliver innovative solutions and ensure agencies embrace the platform’s capabilities. At the core of her mandate is a culture of collaboration, both globally and regionally, ensuring that shared success is achieved.
Prior to joining The Trade Desk, Helen spent three years at LinkedIn, where she drove agency partnership and development initiatives across APAC. At LinkedIn, she focused on building transformative partnerships with several holding companies and leading independent agencies, spearheading programs that combined marketing strategy, product development, talent growth, and thought leadership.
Before her time at LinkedIn, Helen held the role of SVP of monetisation strategy & ad product marketing at Singapore Press Holdings (SPH Media). In this capacity, she led the go-to-market strategies for media products and omni-channel platforms, with a focus on monetising audience, content, and data.
She partnered with programmatic and adtech companies to strengthen digital ad monetisation, pioneered first-party data solutions in response to industry privacy shifts, and built joint business plans with agencies.
Helen’s earlier career is rooted in agency leadership, most notably during her seven-year tenure at Zenith. Rising through the ranks from Regional Account Director to Managing Director of Singapore, she oversaw regional hubs, drove ROI-led media strategies, and led global and regional client accounts including Singapore Tourism Board (STB), Hilton, and Oracle.
A highlight of her time at Zenith was establishing Singapore as STB’s global media hub, managing campaigns across 21 markets after winning a highly competitive global pitch. Her leadership emphasised digital transformation, organisational redesign, and value-driven media planning.
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]]>The post Sompat Trisadikun, Grey Thailand’s chief creative officer, passes away appeared first on MARKETECH APAC.
]]>“Today, our hearts are heavy as we announce the passing of Sompat Trisadikun, chief creative officer of Grey Thailand, whose incredible spirit and brilliant mind left an indelible mark on our company and industry,” the statement said.
Grey also remarked how Sompat has been a ‘kind force’, adding that ‘attitude, ethics and brilliance stay as beacons to our industry and planet.’
“We extend our deepest sympathies to his family, friends, and all who had the privilege of knowing him. Sompat’s legacy will forever be with us,” the agency added.
Following this news, many industry leader across adland mourned Sompat’s passing, as many of them remembered his legacy in the advertising industry.
Andrew Ferguson, chief creative officer at Leo Australia, stated, “He was a talented, wonderful and joyful human being. You couldn’t help but smile as soon as he walked into the room. A huge loss.”
Meanwhile, Guan Hin Tay, APAC regional director at The One Club, commented, “We were all so lucky to have known his amazing and generous spirit. May his memory always fill our hearts with joy and inspiration.”
Ogilvy also reposted Grey’s announcement, stating, “Our hearts are with Sompat’s loved ones and all who had the privilege of knowing him including our colleagues at Grey. His spirit will endure—in the memories, the stories shared, and the creative ideas he helped shape & champion.”
Sompat joined Grey Thailand back in 2023, following his four-year stint at Publicis Groupe in Thailand for the same role. Prior to joining Publicis, he served as Leo Burnett Thailand’s chief creative officer for 12 years.
In his lifetime, he has worked with clients such as the Thai Health Promotion Foundation, Thanachart Insurance, Krungsri First Choice, Lotus’s, Downy, Oral-B, and Mercedes Benz. Earlier this year, Grey Thailand’s work for B&Q “Sad Kama-Chan” won three awards at the Cannes Lions Festival this year.
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]]>The post Scoot joins forces with Tourism Malaysia to boost travel ahead of Visit Malaysia 2026 appeared first on MARKETECH APAC.
]]>Both parties signed a memorandum of collaboration (MoC) at a ceremony held at the airline’s Singapore headquarters. The agreement, which runs until August 2028, commits both parties to promoting Malaysia as a top travel destination across key markets including Singapore, Australia, Indonesia, and China.
The partnership will involve integrated marketing campaigns and co-branded initiatives, including digital promotions and familiarisation trips showcasing Malaysia’s diverse tourism offerings—from vibrant city life to eco-adventures.
Scoot currently flies to 11 destinations in Malaysia, such as Kuala Lumpur, Penang, Kuching, and Langkawi. It is set to add Kota Bharu to its network on October 26, increasing its footprint in the country to 12 destinations and 115 weekly flights.
“Malaysia has always been a key market for us,” said Agatha Yap, Scoot’s director of marketing, communications and loyalty. “With this collaboration, we hope to increase awareness and inspire more travellers across our network to explore the many cities Scoot connects to in Malaysia.”
Yap also pointed to Malaysia’s 30-day visa-free entry for Singaporeans and many regional travellers, calling it an added incentive for travel.
Tourism Malaysia’s Director General, Datuk Dr. Manoharan Periasamy, called the partnership timely and strategic as the country ramps up its tourism preparations. “Scoot’s extensive network allows us to tap into valuable regional markets and showcase Malaysia’s diversity to more international visitors,” he said.
The collaboration comes amid a rebound in international arrivals. As of May 2025, Malaysia recorded 16.9 million tourist arrivals—a 20.4% increase year-on-year. Singapore leads as the top source market with 8.3 million visitors, followed by Indonesia, China, Thailand, and India.
Tourism Malaysia has been actively pursuing partnerships to hit its target of 43 million international visitors by 2025. Recent deals include collaborations with Agoda and Xiaohongshu, aimed at promoting Malaysia’s culture, nature, and food to global audiences, particularly in the Chinese market.
In addition, the agency rolled out a series of promotional films including its flagship video “Echoes of Harmony: Malaysia’s Heartbeat”, and launched stargazing travel packages in Singapore to position Malaysia as a rising eco-tourism and astronomy destination.
With the new partnership with Scoot, Malaysia’s tourism campaign gains added momentum and flight capacity, as it eyes a full return to global prominence in the travel sector.
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]]>The post Danny Lee named managing director of Monks Greater China appeared first on MARKETECH APAC.
]]>In his new role, Lee will collaborate with Dixi Chern, general manager of Monks Shanghai, to lead the agency’s growth across the Greater China region. The appointment is part of Monks’ push to enhance creative innovation and strengthen client partnerships, driven by AI and technology, in one of the world’s most dynamic and rapidly evolving markets.
Lee brings over two decades of experience in brand and marketing leadership across Greater China, the UK, and the Asia-Pacific region. His career includes stints with major brands such as Nike and global agency networks under WPP, where he led initiatives in brand transformation, integrated communications, and market expansion.
“China is a powerhouse of cultural energy and digital innovation. I’m honoured to lead Monks Greater China at such a pivotal moment,” said Danny. “I look forward to working with our team and partners to build brands that shape culture, inspire action, and grow business – backed by Monks’ global capabilities and digital-first DNA.”
Before joining Monks, Lee served as chief brand officer at Chinese apparel giant Bosideng, where he helped reposition the brand globally. His previous role as marketing director at Nike Greater China saw him spearhead category-wide brand initiatives and campaigns that reinforced the brand’s dominance in the region. He also held leadership roles at Ogilvy, Wunderman, and Mindshare, where he advised Fortune 500 clients on digital transformation.
“Lee is a proven leader with deep brand expertise and a sharp instinct for aligning strategy with cultural momentum. His appointment underscores our ongoing commitment to investing in top-tier talent and delivering long-term client value – not only in this critical market, but across the broader APAC region. I’d also like to recognize Rogier Bikker for his entrepreneurial leadership and the strong foundation he built for Monks in Greater China. With Lee now at the helm, we’re poised to accelerate the next phase of our growth journey in the region,” said Kenny Griffiths, EVP at Monks APAC.
Monks is continuing to expand its footprint in Greater China as part of its global strategy to support brands in the digital economy. The agency delivers integrated services across content, data and digital media, and technology, aimed at achieving measurable results and sustained client growth.
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]]>The post CelcomDigi announces launch of flagship retail stores ‘Life’ appeared first on MARKETECH APAC.
]]>The stores are designed as dynamic experiential hubs where customers can explore and adopt cutting-edge technologies tailored to different lifestyles, from smart home integration and wellness tech to mobile content creation. CelcomDigi says the initiative reflects its commitment to evolving with the needs of over 20 million customers by combining physical retail presence with digital-first service innovation.
“Our retail transformation is a testament to our strong commitment to deliver exceptional service to our customers, every day,” said CelcomDigi CEO Datuk Idham Nawawi. “Malaysians continue to value the ability to touch, feel, and explore — and we are meeting this need through a bold, immersive retail experience with the technologies that are shaping our future.”
Spanning 3,500 square feet, each Life store introduces a pioneering “store-within-a-store” concept—the first of its kind in Malaysia’s telco sector. CelcomDigi has partnered with global giants Samsung and Disney to create dedicated experiential zones.
Samsung’s ‘The Stage’ showcases the latest in smart devices and wearables, including lifestyle tech and smart appliances. Shoppers can try out the products and purchase them directly through the “Endless Aisle”—a wall-sized interactive screen offering seamless online ordering, payment, and home delivery.
Meanwhile, Disney’s themed lounges add a family-friendly dimension to the retail space. At The Gardens Mall, the Pixar Connect Lounge features Toy Story-inspired decor and interactive apps for kids, while Sunway Pyramid houses the Marvel Connect Lounge, catering to superhero fans. Both lounges offer curated merchandise from DisneyStore.asia and hands-on digital content experiences.
The ‘Life’ store launch is part of CelcomDigi’s broader three-year retail transformation, which now includes more than 10,000 retail touchpoints across Malaysia. This includes over 50 CelcomDigi branded stores, more than 300 partner-operated CelcomDigi Express stores, and a robust network of trade channels. Together with its digital platforms, CelcomDigi now operates one of the largest integrated retail ecosystems for digital products and services in the country.
“Our Life stores bring together the best in connected technology and content all in one experiential space,” said Idham. “This concept reflects our commitment to make connected living more accessible, and to being a brand that Malaysians can trust and rely on in this age of digital-everything.”
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]]>The post dentsu APAC announces two key leadership promotions to build insight-led strategy offering appeared first on MARKETECH APAC.
]]>The appointments come as dentsu sharpens its focus on delivering more connected and commercially impactful solutions to clients by embedding intelligence and creativity at the core of its operations.
Lu, who previously led the media strategy team for APAC, brings over a decade of experience in strategy, brand, and communications. In her newly created role, she will lead the development of insight products across media, creative, and customer experience management (CXM). Working closely with the APAC Product & Development team, she will focus on embedding intelligence across planning disciplines and activating insights through regional partnerships.
“Insight and intelligence are no longer just support functions – they’re strategic growth drivers,” said Lu. “The opportunity to work across creative, media and CXM gives us a unique platform to deliver ideas that are both human and high-performing.”
Reid, meanwhile, takes on the new role after four years as integrated strategy partner, solutions APAC. His tenure has included expanding dentsu’s relationship with Heineken, contributing to Toyota’s award-winning Olympic campaign, and driving the regional rollout of BX, the network’s business transformation offering.
In his new position, Reid will oversee the media strategy function across dentsu’s media brands – Carat, iProspect, and dentsu X – with a focus on infusing creative thinking into planning, accelerating new business growth, and strengthening strategic capabilities across the network.
“It’s a privilege to take on this role at a time when the future of media demands bold thinking, creative curiosity and strategic clarity,” said Reid. “I look forward to helping brands unlock more effective, insight-led growth by connecting media strategy to culture, creativity and commerce.”
Commenting on the promotions, Clay Schouest, chief strategy officer APAC at dentsu, said, “We are building a culture where strategic thinking is deeply connected to intelligence and creativity. Mimi and Richard are proven leaders who have helped shape how we deliver meaningful growth for clients. Their progression reflects our commitment to nurturing talent from within and creating pathways for leaders to thrive.”
Both Lu and Reid will report to Schouest and continue to be based in Singapore. Their appointments are effective immediately.
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]]>The post Chariot Agency joins as partner collaborator for Selangor International Pickleball Tournament 2025 appeared first on MARKETECH APAC.
]]>Organised by the Subang Jaya Pickleball Club and MyPickleball, and sponsored by JW Pacific Express, the event marked a significant step in cementing pickleball’s presence in the region.
Sanctioned and supported by MPP MBSJ, Selangor Pickleball Association, and the Malaysia Pickleball Association, this tournament blended top-tier athleticism with community passion. With Chariot Agency as the Partner Collaborator, the event was elevated with a dynamic brand presence, sharp storytelling, and a regional reach that signals big potential ahead.
Also adding star power to the event were national athletes from across disciplines badminton legends Koo Kien Keat and Chan Peng Soon, footballers Intan Serah and Steffi Sarge Kaur, and field hockey icons Dato’ Mirnawan Nawawi and Keevan Raj underscoring pickleball’s broadening appeal.
Adrian Cheah, managing director of Chariot Agency, said, “Pickleball isn’t just a passing trend. It’s being recognised, taught, and supported by the relevant ministries in Malaysia. The infrastructure is building. The talent is growing. For brands looking to get in early on a sport that offers scale, inclusivity, and strong community roots, this is the time to take it seriously. It’s here to stay.”
As the lead creative agency behind the tournament’s identity and communication strategy, Chariot Agency is firmly positioned at the forefront of pickleball sport advertising in Southeast Asia. With a proven ability to shape narratives and build value around emerging sports, Chariot continues to push boundaries for brands that want to make a meaningful impact.
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]]>The post MARKETECH APAC’s inaugural ‘What’s NEXT in Marketing: Hong Kong 2025’ highlighted discussions on customer-centric marketing strategies appeared first on MARKETECH APAC.
]]>Brands are responding by harnessing the power of advanced data insights, machine learning algorithms, and dynamic content technologies to deliver messages that are not only timely but deeply resonant. Whether through interactive formats, predictive campaigns, or context-aware storytelling, the goal is no longer just to be seen—it’s to spark authentic connection. As we move forward, the future of marketing will belong to those who can turn digital interactions into meaningful conversations at scale.
In response to these challenges and opportunities, MARKETECH APAC recently concluded its inaugural What’s NEXT in Marketing: Hong Kong 2025 conference, held on April 24, 2025 at Cordis, Hong Kong.
The conference, part of the media company’s What’s NEXT in Marketing 2025 conference series, united local and regional industry leaders to share groundbreaking ideas, delve into emerging trends, and unveil exclusive insights into the future of marketing.
For the morning part of the conference, the sessions focused on artificial intelligence (AI) and digital transformation in marketing, which included how the marketers of the future should think and work, AI-driven conversational marketing, the importance of the customer lifecycle value (CLV), amongst other topics.
Leading the conversations during the morning part included:
For the afternoon part of the conference, the sessions focused on customer engagement and customer experience, specifically on factors such as improving omnichannel strategies, stressing the importance of connecting with customers multilingually, as well as the power of storytelling in engaging with customers.
Leading the conversations during the afternoon included:
Moreover, the conference also included roundtable discussions, which allowed attendees to connect with industry peers, share valuable insights, and explore key marketing topics shaping the future of the industry including content marketing, conversational marketing, customer engagement, customer experience, customer insights, data & analytics, digital advertising, digital transformation, Generative AI, and omnichannel marketing.
The moderators and their respective topics in these sessions included:
The What’s NEXT in Marketing: Hong Kong 2025 was made possible by sponsors Dotdigital, Sleekflow, Ogilvy One; as well as event partners Casual, Omnichat, and Shopify Plus x Wave Commerce.
A total of 148 delegates attended the event, representing brands such as Aesop, Airport Authority Hong Kong, AS Watson, AXA, BeCandle, Canon, CUHK Medical Centre, Decathlon, DKSH, GP Batteries, Hang Seng Bank, Klook, Kontoor Asia, L’Oréal, Melomel AB, Miramar Group, Prudential, Shangri-La Group, South China Morning Post, Tiffany & Co., Universal Music Group, amongst others.
The conference is part of a five-part conference series–with the Singapore one concluding on 20 February and the Philippine one on 26-27 March. The subsequent conferences are listed as follows:
For sponsorship opportunities, please contact Joven Barceñas at [email protected].
For speaking opportunities for these conferences, contact Katherine Sy at [email protected]; and for registrations, reach out to Hans Policarpio at [email protected].
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]]>The post Around 90% of viewers in Indonesia, Thailand prefer quality of professional videos over social videos: report appeared first on MARKETECH APAC.
]]>According to AVIA’s report, both markets believe that professional videos from over-the-top services such as Disney+, Netflix, TRUEID, Vidio and Viu are of better quality.
The majority believes that these content captures attention more, and considers the time watching them better spent compared to user-generated content and social videos.
Viewers associate professional videos with stronger emotions, while users generally feel more negative emotions when watching videos on social media.
Additionally, the report found an increased adoption of Smart TVs, signalling more opportunities for advertisers to leverage Connected TV advertising. This also shows a potential for advertisers to explore the OTT landscape.
The research was conducted by Milieu Insight in November 2024.
“In Indonesia, a 10% higher brand recall and purchase intent from OTT advertising campaigns underscores the platform’s growing impact, encouraging more brands and agencies to diversify their media strategies. The momentum in CTV OTT advertising is equally promising, with Vidio’s 150-minute average daily watch time offering advertisers access to a high-quality audience and premium inventory,” Hermawan Sutanto, managing director at Vidio, said.
David Sky, director of advertising solutions at TRUE Digital Group, commented, “At TRUEID, we are dedicated to providing premium OTT services that deliver high-quality professional video content to our viewers in Thailand. We are heartened that almost 9 out of 10 consumers surveyed wholeheartedly agree that premium services out-deliver on quality. And with the increasing adoption of Connected TVs, the time is now for advertisers and brands to take advantage of the increasingly engaged audience on premium OTT.”
“The power and opportunity of premium OTT services in Indonesia and Thailand are significant. This study clearly demonstrates the value these services offer to both consumers and advertisers. We believe this is a call to action for advertisers to leverage the unique advantages of premium OTT,” Louis Boswell, chief executive officer of AVIA, said.
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]]>The post Weber Shandwick bolsters APAC leadership to accelerate regional growth appeared first on MARKETECH APAC.
]]>Yu will work closely with the regional team to drive and execute integrated marketing communications strategies. She will focus on driving organic growth with top-tier clients while building new client relationships across the region.
Additionally, Yu will lead the expansion of the Hong Kong market and oversee the China Go Global initiative, managing international communications for China-based clients from the agency’s Hong Kong and Shenzhen offices. Yu brings 20 years of experience in strategic consultation and planning for integrated global campaigns, business development, and team management in APAC, especially Hong Kong and mainland China.
Meanwhile, Devanayagam will focus on accelerating the agency’s growth by enhancing its capabilities in key business areas. She recently celebrated 25 years of service with the agency, marking a distinguished multi-decade career spanning Southeast Asia, China, and the United States.
In addition to her new role, Devanayagam will continue to serve as the Head of Corporate Affairs in the region, providing strategic counsel to key global clients, partnering with corporations, NGOs, and industry leaders to drive impactful initiatives.
Lastly, with over 20 years of experience advising senior executives in strategic communications and healthcare across multiple markets, Magyar will focus on driving growth, enhancing client relationships, and developing talent with the firm’s healthcare vertical.
The trio will be reporting directly to Tyler Kim, CEO of Weber Shandwick APAC.
“These leadership appointments reflect our unwavering commitment to providing world-class services to our clients and partners. Polka, Carolyn, and Robert’s deep understanding of our markets and industry verticals will be instrumental in driving our strategy forward and ensuring we stay at the forefront of the communications landscape in Asia Pacific,” Tyler said.
He added, “As we enter the next phase of our growth, we are focused on embracing change and making strategic improvements to deliver exceptional results for our clients. These appointments, along with our increased focus on industry-specific expertise, position us optimally for continued success in the region.”
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