Singapore – Tilt, a through-the-line and digital marketing agency based in Singapore, has announced the appointment of Madina Kalyayeva as its new managing director and partner as the agency aims to evolve into a regional creative powerhouse, poised to deliver innovative solutions to clients across diverse industries.
Part of the plans involved in Kalyayeva’s appointment would be the establishment of a dedicated social media and content production arm for the agency. In a press statement, Tilt shared that this strategic move aims to provide both existing and new clients with a holistic set of offerings, eliminating the need to tap into external partners for these services.
MARKETECH APAC recently caught up exclusively with Madina Kalyayeva to learn more about this move and hear her insights on the outlook of the digital marketing industry in Southeast Asia.
Embodying an ethos on innovation, agility, and client-centricity
When asked about this expanded service lineup, Kalyayeva believes that this new service will help provide Tilt’s clients with unparalleled support in navigating the evolving digital marketing landscape.
“Tilt is committed to building long-term relationships with our clients, offering consistent support and deeper partnerships. These new offerings will enable us to produce high-quality content quickly, optimising it for maximum impact. Social media, in particular, plays a crucial role in today’s digital landscape, and our dedicated arm will ensure that our clients have access to top-tier social media strategies and content production,” she told MARKETECH APAC.
She also added, “Having successfully set up an SM department & lead social media initiatives at M&C Saatchi, including regional clients like DFI and Epson, I understand the importance of social content in driving brand visibility and engagement.”
Prior to joining Tilt, Kalyayeva was previously the managing director of M&C Saatchi Singapore for almost two years. She also had experience working with agencies such as R.S.V.P., Indochie Media, GREY Singapore, amongst others.
During her time at M&C Saatchi, she played a pivotal role in acquiring clients such as Epson SEA, WWF Singapore, Maybank, and SMU. Her strategic vision and leadership have significantly contributed to expanding the agency’s offerings to social content production and PR and furthering relationships with existing clients.
By embodying the agency’s ethos on innovation, client-centricity, and agility; Kalyayeva believes that the agency is capable of harnessing the power of creativity and technology to drive meaningful impact for their clients and respective audiences, setting the standard for excellence in the ever-evolving world of digital marketing and media solutions.
“We are committed to pushing creative boundaries, adapting swiftly to industry changes, and placing our clients’ needs at the forefront of everything we do. Our approach is rooted in collaboration, transparency, and a relentless pursuit of excellence, ensuring that we consistently deliver exceptional results and build enduring partnerships,” she stated.
What digital marketing trends, challenges, opportunities await SEA marketers this 2024
When asked of the key digital marketing trends that await marketers in SEA this year, Kalyayve shared that it would be artificial intelligence (AI) and augmented reality, adding that it will aid in aiding innovation for digital marketing strategies by brands.
“While AI garnered significant attention in 2023, its true impact is yet to be fully realised. However, it has sparked conversations around its potential to streamline processes and enhance creative output. At Tilt, we’re excited about the possibilities AI presents and are integrating various AI solutions into our operations,” she said.
She added, “Today we have a headset & a power-bank, what will be interesting is when that will all be packed into lenses we can all wear – what we see today (AR sets) is not what we’ll see in the near future AR offers immersive and interactive experiences, providing agencies and brands they are servicing with unique opportunities to engage their audiences in novel ways.”
However, Kalyayeva expressed that a key challenge now for digita marketers this year is how they can adopt to these rapidly changing consumer behaviours while also operating on limited marketing budgets.
“In 2024, brands in Southeast Asia will encounter a myriad of digital marketing challenges and opportunities. As consumers adjust to the constantly evolving nature of the Internet, the pressure is on for brands to transform their strategies to keep pace. Tighter budgets, changing consumer behaviour, and the need to navigate cultural and linguistic diversity pose significant challenges. Moreover, with last-minute budget releases becoming more common, marketers are faced with shorter planning cycles and smaller budgets released in spurts,” she explained.
She added, “This dynamic landscape demands agility from both marketers and their partner agencies. At Tilt, we understand the importance of agility and stand ready to assist our clients, even with last-minute opportunities. By leveraging our dedicated social media and content production arms, we can produce high-quality, bite-sized content quickly to accommodate the fast-paced nature of digital marketing in Southeast Asia.”
Co-owners William Chan, CEO of HM Too in Hong Kong; and Stuart Helmore, Tilt’s CEO, expressed their excitement about Madina’s appointment, sharing, “We are delighted to welcome Madina to the Tilt family. Her extensive experience and proven track record in the industry align perfectly with our vision for Tilt’s future. We are confident that Madina’s leadership will not only contribute significantly to Tilt’s success but will also enhance the overall synergy within the HM family.”
The move also comes as Tilt continues its trajectory of growth following the acquisition by HM Too and Agile Media in October 2021, cementing its position as a leading creative force in the South East Asian region.
