Singapore – Awake Asia, a regional e-commerce enabler, has announced that it will be now merging with data and AI company ADA, which will help both of the companies empower their services across 10 markets in Asia Pacific, particularly in the e-commerce sector.
Awake Asia’s integration under the ADA brand is effective 1 June this year, where they will serve the markets of Malaysia, Singapore, Indonesia, Thailand, Philippines, Sri Lanka, Bangladesh, Cambodia, South Korea, and Vietnam.
The merger entails the combination of Awake Asia’s deep e-commerce expertise with ADA’s media, creative, and analytics solutions to drive online sales for brands. This is best applied through digital marketing deeply linked to e-commerce revenue generation; consumer data and analytics leveraged to uplift e-commerce sales; and reaching vast audiences in super-apps and marketplaces.
For Srinivas Gattamneni, chief executive officer of ADA, the merger brings together an integrated approach for brands to reach and convert digital consumers, which is best supported by the fact that more brands are forced to adapt to capture the ‘great migration’ of consumers from offline to online, and business owners still in the dark on how to navigate the challenges to maximize return on investment.
“At ADA, our belief is that e-commerce should not be a siloed execution but needs to be deeply integrated into the brand’s analytics, media, creative, and marketing technology investments – only then can we achieve superior performance,” he said.
Leading the new division is Simon Paterson who joins ADA as chief of e-commerce enablement and the former CEO of Awake Asia.
Commenting on his new appointment, he said “Over the past 5 years, Awake Asia has built a formidable e-commerce enablement business in Southeast Asia. We are excited to embark on this new phase of growth with integrated analytics, media, and creative to boost e-commerce operations for all brands in the region.”
The merger opens a new market for ADA in Vietnam with over 150 e-commerce specialists currently serving more than 120 brands, driving e-commerce growth for clients such as P&G, Unilever, BMW, and Wyeth; and e-commerce partners including Shopee, Tokopedia, and Lazada among others.
ADA has recently been expanding its data and AI-oriented services across Asia Pacific, such as launching its martech service, an end-to-end e-commerce service, and its partnership with Insider for data-led enterprise marketing endeavors, as well its recent US$60m funding from Softbank.