November’s Top 5: Stories that hooked you for the month

MARKETECH APAC Reports November 2020-min

Holidays are truly around the corner and Christmas-related news has already peeped in to make its way to the top stories, where a global household production name warms hearts with its latest Christmas ad.

Another year-end special also entered the list for the month, with a rewards platform in Singapore announcing a new face for its brand on the 11.11 sale event. 

Stories from marketing tech platforms also turned heads, where two – a global and an Asia-focused firm – announced recent expansions.

Meanwhile, marketing leaders never fail to entice readers, with a feature on a digital head from a leading integrated marketing communications agency in the Philippines making it to the top 5. 

Based on Google Analytics from 16 October to 15 November, these are the top newsmakers for the month.

Top 5: Disney UK’s global Christmas ad puts Filipino family culture in the spotlight

Disney in the UK has released its latest Christmas ad titled “From our family to yours,” and to much of Filipinos’ surprise, the production studios decided to forefront the Philippines’ family culture and Christmas traditions. 

The ad is about a “lola” or grandmother who misses spending time with her granddaughter who has grown mature and has less time for the family. In the video, Lola and her granddaughter bond over making a “parol” or the colorful Christmas lantern in the Philippines. 

Disney UK said the ad is also part of its celebration of the 40th partnership anniversary with children charity foundation Make A Wish, where a portion of the sales from the digital purchase of the video’s official soundtrack “Love Is A Compass” and a limited edition vintage Mickey Mouse soft doll is donated to the foundation.

Both Filipino and international viewers loved the ad, where the video has currently garnered 2.7 million views on YouTube.

Top 4: ShopBack Singapore taps local comic veteran as first ambassador

The headquarters of rewards and discovery platform ShopBack has announced its very first brand ambassador – comedy veteran Kumar.

Kumar is an Indian Singaporean comedian, television host, and drag queen, who made his name performing in the now-defunct cabaret nightclub Boom Boom Room during the late 1990s.

The partnership between ShopBack and Kumar is set to run for a year, which already began in the 11.11 sale event of the platform, and slated to continue through the year-end and next year.

Speaking to MARKETECH APAC, ShopBack Singapore’s Head of Marketing Imran Mohamad shared what makes Kumar perfect for the brand. 

“We believe that Kumar has the same values as us, he’s all about love, authenticity, [and] inclusivity, and we tend to speak the same language,” he said.

He added, “Together with Kumar, we believe that sky’s the limit, that we could really reach out to Singaporeans young and old, to tell them, you are not left behind, and you can shop smarter, [save] more, [earn] more with ShopBack.” 

Top 3: Executive Director of MullenLowe Treyna’s digital arm on #MARKETECHMondays

Last October, Raffy Bariso, the executive director of Philippine integrated marketing agency MullenLowe Treyna graced the #MARKETECHMondays interview, where he shared some meaningful advice about leadership and his insights on the digital landscape in the pandemic. 

As cliche as it may sound during this time, Raffy said “the pandemic is the biggest disruptor.”

“There’s so much innovation to do, and needed during the pandemic crisis, and I can just imagine how everything sped up in terms of the velocity when the pandemic hit us. I’m already doing a lot in terms of digital marketing, [but] imagine, all of my brands pivoting double time for this season,” he shared. 

As heads of digital arm TAPS or MullenLowe Treyna’s Technology and Platform Services, Raffy spearheads services which is mainly the use of creative technology to answer clients’ marketing challenges, coming up with products that leverage the firm’s expertise in strategic narrative, content and media, PR, activations, and production.

As a leader, he believes in the power of “vision.”

“I had to set [a] vision for my team. [This] sets the tone and direction for everybody, and [from them], I have to sell that vision, [so that] I can build that trust, and they can get behind my goals,” he said.

Top 2: Global experience analytics platform Contentsquare expands to APAC

International-wide experience analytics company Contentsquare has recently announced its APAC expansion; and with new offices in Singapore, Tokyo, Melbourne, and Sydney, it has unveiled two key executives at the helm. 

Former senior head at Microsoft David Bochsler has been appointed as regional managing director for APAC, while former head of CRM Marketing for food delivery platform Deliveroo Frazer Adnam is tapped as country manager for ANZ.

Contentsquare’s platform captures every in-page interaction and micro-gesture to understand and analyze customer behavior. It provides teams a digital experience stack that supports the full cycle of digital improvement with available scores, visualizations, and recommendations. 

Sharing his insight on the state of user experience (UX), David said, “Increasingly, we are seeing a shift to brands wanting to deliver not just more sales, but a better online experience for their visitors, which in many cases is the only experience that the customer has with that brand. So UX is at the top of the priority list in 2020.” 

Meanwhile, new ANZ country manager Frazer said that what he likes about Contentsquare is its ability to locate revenue fast and at scale, and its ability to visualize data. 

“When I first saw the Contentsquare platform, I was just so excited about the technology. I was the decision-maker on the brand side that Contentsquare would have traditionally sold to. I thought, ‘this solves problems that I literally would have needed five people to solve,” he said.

Top 1: Ad-tech Adzymic enters Hong Kong, Thailand, and Japan market

The top story for the month comes from the same field of marketing tech – Asia-focused ad-tech Adzymic’s further expansion to Asia, with new markets in Hong Kong, Thailand, and Japan. 

Prior to the expansion, Adzymic has already been operating in countries Singapore, Malaysia, and Vietnam. Its flagship solution is the Dynamic Creative Management Platform which functions as advertising transformation of physical to digital media, such as banners, carousel ads and social display ads, allowing advertisers to create ads without the need for coding experience. 

Co-founder and executive director Ken Wong shared to MARKETECH APAC what made the company reach out to the new markets. 

“Programmatic media has become increasingly important in these three markets. Before the pandemic, we saw that many Thai and Hong Kong companies have already adapted to the digital and programmatic media platforms, [and] during this pandemic, they have diversified their digital presence even more rapidly. We saw that they already had some quick traction with the local businesses,” he said. 

Meanwhile, Ken said the company entered Japan because it has “always been an appealing market, which is one of the world’s largest advertising markets of the US and China.”

Watch the MARKETECH APAC REPORTS of these top five stories, with exclusive appearance and commentary from the newsmakers themselves.

This is in collaboration with Malaysia-based media company The Full Frontal.

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