Tag: Asia Pacific

Hong Kong – Global insurance company Sun Life has recently appointed Philip Chau as its regional director of marketing performance and operations for Asia. In his new role, Chau will drive Sun Life’s marketing strategy and performance excellence across all Asia markets, as well as maximize marketing return on investment.

“It will be looking at the holistic end to end customer funnel from brand awareness, to lead generation, to lead nurturing, all the way to conversion,” Chau told MARKETECH APAC when asked about his specific strategies for Sun Life in his new role.

Prior to joining Sun Life, Chau was most recently the vice president and group head of marketing at Regal Hotels International, and oversaw a team of up to 30 members owning the end to end overall marketing strategy of the company both at group level and of all 17 hotels across Hong Kong and China. In that previous role, he managed all key marketing functions for the hotel brand across PR, communications, branding, partnership, digital marketing, CRM, loyalty program, creative, design, customer insights and analytics.

He had also previously held other marketing roles throughout the years including with Great Eagle Holdings, Blue HK, and Aviva.

When asked what learnings from these previous leadership experiences–more specifically from Regal Hotels and Great Eagle Holdings–Chau told MARKETECH APAC, “Both of these experiences provided me with valuable insights and strategies in introducing and delivering marketing innovation within a complex multi-BU organization. The key is to have both the technical know-how (martech and marketing analytics) as well as a strategic approach (change management and education).”

Speaking on his opinion regarding performance marketing this year, Chau told MARKETECH APAC that with the tightening of budgets, marketing ROI will be a key challenge.

“More than ever, marketers will be challenged to show immediate ROI, even in branding campaigns. These is also an opportunity for marketers to rethink and upgrade their marketing performance frameworks, to better track, optimize, and maximize the return of their marketing efforts,” he said.

He also added, “In my view, it will be establishing a truly holistic marketing performance measurement framework across all channels, all content, and all campaigns. It is about understand the true drives and levers that allows you to create real impact and real ROI.”

Chau’s appointment comes recently off the appointment of Mahima Tankha Marwah as Sun Life’s new chief client experience and marketing officer for Asia. In that role, she will lead Sun Life Asia’s marketing strategy, brand development, philanthropy activities, client listening and measurement and the development of new solutions to enhance client propositions.

Singapore – SEEK, which operates Asia’s online employment marketplace Jobstreet and Jobsdb, has launched a new region-wide brand campaign focusing on the creative use of SEEK’s world-class AI to match employers and job seekers.

Titled ‘Better Matches’, the creative campaign uses animal imagery to convey the increasingly complex jungle of job seeking and hiring, highlighting SEEK’s expertise in using AI tools for job matching.

JobStreet by SEEK Campaign – Lion Version

For the Better Matches campaign, SEEK partnered with Talon Creative (Naga DDB Tribal) to create a series of animated animal videos, which depicts a giraffe, a lion and a sloth working in mismatched jobs that do not align with their inherent traits, leading to unforeseen consequences. When taken out of their natural environments, these animals are not set up for success – much like when candidates are not matched with the right enrollment that fits their level, strengths and pace. 

The animal-themed campaign symbolises the journey through the ‘talent jungle’, which both employers and talent have expressed difficulties in navigating via multiple surveys and online publications. The aim of the campaign is to introduce Jobstreet’s new and improved platform as the latest digital solution to this growing problem, with the promise of delivering more access to opportunities, talent, and more relevance and personalisation through AI technology.

For employers, the new platform deploys AI models to assess talent suitability and provide highly personalised recommendations by processing data from various sources, including resumes, job ad descriptions, and the employer’s past behaviours. This allows employers to hire fast and right.

JobStreet by SEEK Campaign – Giraffe Version

This campaign follows the merger of Jobstreet, Jobsdb and SEEK’s platforms across APAC, whereby the three brands operate under a single platform powered by SEEK’s world-class AI technology, while retaining their individual brands. With global talent shortages at a 16-year high, the unified marketplace now enables local employers and talent to leverage the AI-powered platform for more opportunities.

Jane Walker, chief marketing officer for Asia at SEEK, said, “We are thrilled to unveil the launch of ‘Better Matches,’ an engaging and lighthearted campaign that underscores our commitment to enhancing and streamlining the hiring process. In Singapore’s dynamic job market, where talent acquisition is increasingly competitive, our new platform leverages AI technology to facilitate relevant job matches between employers and talent.”

She added, “Personifying traits and characteristics through the delightful animal characters, we aim to spotlight the evolving challenges faced by employers and talent alike, amidst the mismatch of expectations across our employment market. This campaign marks an exciting milestone as we introduce our revamped platform, and we eagerly await the response from the Singaporean audience as we continue to innovate and enhance the job-seeking experience.”

The integrated campaign will be broadcast across various platforms, including social media and Jobstreet’s owned channels. Particularly, it will also be broadcasted outdoors with a convoy of buses and taxis circulating key tertiary schooling districts to target the youths and at MRT stations to target the working crowd. Jobstreet will also be launching digital stickers and META filters on social media platforms like WhatsApp and Telegram. 

Singapore – Global innovation firm I&CO has recently announced the launch of I&CO APAC, which was marked by the opening of its new Singapore Office.

The new office in Singapore marks the second in Asia, following its Tokyo office in 2019, and will be spearheading business development in the Asian market.

In line with this, Norikuni Takamiya will be appointed head of I&CO APAC, and Kyohei Takeuchi will be appointed as business development manager.

I&CO APAC and its new Singapore office will leverage its extensive experience in global strategy and design to provide bi-directional support to assist companies entering the APAC market, and Asia-based companies expanding out of the region.

Furthermore, I&CO has successfully initiated connections between Japan and its surrounding countries with projects such as promoting Japanese liquor brand Awamori in Asia, providing design and branding support for open innovation firm Cross Capital, and branding and design support for Malaysian startup platform Trambellir. 

Talking about this expansion, Takamiya said, “Since our inception in New York in 2016 and the Tokyo office’s launch in 2019, I&CO has worked on numerous branding projects for Japanese and international companies.”

“With our new Singapore office in 2024, we will leverage our global portfolio to foster cultural and economic exchanges across Asia and worldwide. Our mission is to create global brands, services, and innovation from Asia”, he added.

Sydney, Australia – Contextual-first, global digital advertising platform GumGum has announced the integration of advertising platform Playground xyz’s media portfolio into its Asia-Pacific (APAC) business – creating a new suite of of AI-powered, contextual ad solutions to help advertisers tap into audience mindset and achieve standout attention rates.

Through this merge, the entirety of Playground xyz’s media arm of the APAC market will now be fully integrated into GumGum’s fleet of ad solutions.

Additionally, Playground xyz’s APAC media business will adopt the GumGum brand for unification and global alignment. Playground xyz’s Attention Intelligence Platform (AIP) will continue as a standalone data solution delivering global market-leading attention measurement for GumGum’s media business and the broader industry across display, YouTube, Facebook, Instagram, TikTok, OLV and more.

This integration of GumGum’s media businesses in APAC represents the final piece of the rollout of The Mindset Platform launched in North America and Europe in late 2023. 

The Mindset Platform combines AIP, GumGum’s media products, and GumGum’s advanced contextual intelligence platform, Verity, further bridging the gap between brands and consumers, allowing advertisers to meet audiences with the right mindset for an ad to drive increased attention, better business outcomes, and boost ROI.

Talking about this integration, Sorrel Osborne, head of media, APAC, at GumGum, said, “The rollout of The Mindset Platform in APAC offers our clients the essence and core DNA of Playground xyz with the increased scale of GumGum. Our combined media and data offering gives brands the tools they need to stand out and achieve better outcomes, with real-time attention insights, a combination of high impact ad products, and cutting-edge contextual intelligence.”

Singapore – foodpanda has announced today a strategic partnership with The Trade Desk that will enable brands to better reach their target audience and measure the success of digital advertising campaigns on the open internet. 

The collaboration will span seven markets, namely Hong Kong, Malaysia, Pakistan, Philippines, Singapore, Taiwan and Thailand.

The partnership features multiple retail media solutions powered by The Trade Desk’s programmatic advertising platform and foodpanda’s first-party retail data. This enables brands to engage with foodpanda customers on the open internet via The Trade Desk’s platform across channels such as OTT, music streaming, mobile apps, gaming, and websites, expanding their reach beyond foodpanda’s integrated advertising solution, panda ads. All data is pseudonymised, ensuring that customer identities remain anonymous.

Additionally, it allows brands to measure the impact of their ad campaigns on conversions. With these insights, brands can aim to optimise their ads in real-time, through ways that were previously not possible, helping them make informed decisions that could help boost their performance objectives.

Wen Zhe Lim, director of solutions, advertising and partnerships at foodpanda, said, “We are on a mission to grow foodpanda into the retail media network of choice. Our partnership with The Trade Desk is perfect for the era of consent-based advertising, where first-party data is key for targeted, personalised marketing. Leveraging the rapid growth of quick commerce, we help brands reach millions of tech-savvy customers, connecting them in ways that were not possible before.”

Meanwhile, Chris Mooney, general manager of data partnerships for APAC at The Trade Desk, commented, “Retail data is reshaping the landscape of marketing, and our partnership with foodpanda represents the incredible opportunity brands have to improve the effectiveness of their advertising spend through the adoption of data-driven strategies on the open internet. Retail data provides brands better targeting and performance measurement, enabling them to understand how their advertising dollars impact actual sales. We are thrilled to join forces with a company that is pioneering new approaches to digital advertising.”

During its beta phase in 2023, the solutions helped Unilever’s Knorr reach new customers and drive conversions for their new product line on foodpanda in Taiwan. To achieve this, Knorr leveraged TTD’s platform and used foodpanda’s retail data to target foodpanda subscribers.

Sharon Liu, marketing manager of nutrition at Unilever Taiwan, said, “Partnering with The Trade Desk and foodpanda played a crucial role in the success of our recent campaign for Knorr, enabling us to reach new audience segments on the open internet. We were extremely pleased with the significant increases in add-to-cart rates, conversions, and new buyers the campaign delivered.”

Singapore – Yahoo Advertising has announced the launch of ‘Yahoo Identity Solutions’ for connected TV (CTV) environments, to give advertisers enhanced targeting and measurement for the ID-constrained world, backed by global partnerships with Paramount, Tubi, NBCUniversal, and FreeWheel.

Yahoo Identity Solutions aims to take an integrated, omnichannel approach to the identity-constrained world and consists of two components: Yahoo ConnectID for addressable environments and Next-Gen Solutions for non-addressable environments.

Through the launch of Yahoo Identity Solutions, Yahoo ConnectID and Next-Gen Solutions products will be made available for CTV buys through the Yahoo DSP in Australia and Singapore.

This initiative will then allow advertisers to better target and measure the omnichannel performance of their campaigns across CTV environments, as well as other addressable and non-addressable channels.

Talking about the launch, Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said, “As CTV investments increase, identity signals are declining, impacting targeting and performance across channels, including CTV. Yahoo is committed to helping advertisers evolve with the landscape, safeguarding addressability and measurement for our partners while supporting consumer privacy. Today, we’re excited to introduce Yahoo Identity Solutions to CTV environments, furthering its momentum across the industry.”

Meanwhile, Leo O’Connor, SVP of advertising at Paramount, commented, “Implementing the Yahoo Identity Solution exemplifies Paramount’s commitment to providing best-in-class programmatic activation,” said Leo O’Connor, SVP of Advertising at Paramount. “The enrichment of our premium inventory with Yahoo ConnectID will allow our clients to optimise their campaigns with precision targeting and accurate performance insights.”

Singapore – After two years as the head of creative for Southeast Asia and India at Ampverse, Robert Gaxiola has announced that he has co-founded PLAYBOOK XP, a creative consultancy firm based in Singapore, specialising in the gaming and esports space. Gaxiola, who is also the firm’s managing partner, co-founded the firm with Jenny Hall.

In an exclusive interview with MARKETECH APAC, Gaxiola said that the firm aims to come to the pitching table with a gaming ecosystem solution first, and not some big budget TV commercial. 

“Our people are real players and fans, you can’t fake this stuff, I am proud to say I have been playing since the golden age of video games. But what we have now is just too good to be true, especially for brands. And this is where the adman part of me kicks in,” he said.

Moreover, he notes that gaming plus creativity and data is their starting point, and their firm offers a range of services including strategic marketing campaigns, brand partnerships, IP development, esports event management, in-game items and content campaigns.

How PLAYBOOK XP stands out from other gaming consultancies

Gaxiola told MARKETECH APAC that what sets PLAYBOOK XP apart from others in the region is their unique blend of deep industry knowledge, innovative strategies, and a proven track record at the highest level.

“We understand too that the gaming landscape is constantly evolving and that means we must keep evolving too. We pride ourselves on our ability to stay ahead of the curve by offering creative solutions that resonate with both gamers and brands alike,” he said.

Moreover, he also noted that their sole purpose as a gaming consultancy is to help brands win in the gaming space, and that they create work that people can engage with and have fun. He understands that while the gaming market is enormous, and as mainstream this looks from the outside, it is highly nuanced within, and that they understand how it works.

“We are also different because we are giving our knowledge away. We want to share everything we know so our industry can develop. We are currently putting a lot of time into education and training. We are running a workshop at the SMU Academy here in Singapore in May. And we hope to have similar workshops in Manila and Jakarta through the M.A.D. School which is based in Singapore but conducts workshops and master classes in the region,” he added.

Carrying previous leadership experiences moving forward

Gaxiola was most recently with Ampverse, and also notes that his previous experiences with Goodby in San Francisco, and Ogilvy and Dentsu Singapore have provided invaluable insights into what brands can really do in the gaming space while staying on brand to deliver an ROI.

“I think we see a lot of bad fits out there, especially with the deployment of social media campaigns through KOLs. It can be entertaining, but it is far from lifting or serving a brand’s needs. People hate advertising, but players are open to cool stuff and experiences. Gaming is entertainment,” he said.

Gaxiola added, “We learned so much last year, my co-founder Jenny Hall reminds me daily about the importance of agility, creativity, and data-driven decision-making. She is buttoned-down and methodical approaching this stuff. Our learnings will continue to build our strategies at PLAYBOOK XP, and ultimately drive our campaigns with a measurable ROI.”

Challenges and opportunities in the APAC gaming market

For Gaxiola, the gaming industry in APAC faces both unique challenges and unparalleled opportunities. One challenge is navigating the diverse cultural landscape of the region while staying true to a client’s brand identity. 

Moreover, he adds that as the industry continues to grow rapidly, competition among brands for the attention of gamers is fierce. However, with this growth comes immense opportunities for brands to engage through immersive experiences, innovative technologies, and meaningful partnerships.

“PLAYBOOK XP is poised to expand and improve in line with this evolution by continuously innovating our offerings, forging strategic partnerships with key players in the industry. We cannot do it alone, we need to find like-minded clients, publishers and platform partners to grow with,” he said.

He also understands that with APAC being the region with the highest number of gamers globally, they are also very diverse in needs. He added that brands need to think very carefully about who they want to target and how. 

“Broadly speaking, you need to know your audience and ask yourself if it fits your brand. For some brands a shooting game is a bad idea and for others it can be a perfect fit. A PUBG player in one market is vastly different from a Dota player in another. We use strategies to target different kinds of players and engage with them in the right way,” he added.

Gaxiola also stated, “Our goal is to not only meet the needs of our clients but to exceed them by delivering unparalleled value and driving measurable results. I love this stuff, this isn’t even work to me, we just want to really dig in deep and start releasing some new projects for some great clients. I’m not delusional, I know it will be hard, but we still want to play.”

As customers increasingly rely on in-person and various online channels when making purchases, marketers need to adopt an omnichannel approach to provide a seamless and integrated customer experience across all touchpoints. 

An essential component of omnichannel marketing is the implementation of chat platforms as a lead generation tool. By facilitating one-to-one conversations between a brand and customers, businesses can customise interactions to align with customer preferences, introduce their latest products or services, and provide support in real-time.

Now more than ever, marketers have to navigate and resolve the challenges associated with integrating new messaging channels into their existing omnichannel strategies.

These topics were tackled at the keynote presentation of global SaaS brand SleekFlow during the What’s NEXT 2024: Marketing in Singapore conference held at Furama City Centre on March 7, 2024.

Sharing his insights as a presenter at the conference, Asnawi Jufrie, vice president and general manager for Southeast Asia (SEA) at SleekFlow, underlines the importance of customer-centricity within omni-enterprise models, as well as the role of automation in effectively managing multiple messaging channels while maintaining a consistent brand message.

Why chat is important in a conversion-driving marketing strategy

According to Jufrie, chat is an often overlooked but highly effective subsegment of the traditional marketing funnel. Research shows that 7 out of 10 people feel more connected to brands that are accessible via direct messaging, rather than relying solely on emails or phone calls. However, many CRM platforms primarily focus on tracking emails and phone calls, neglecting the potential of chat.

This is especially significant nowadays with messaging applications such as WhatsApp having over 2.5 billion monthly users, with a daily engagement rate of 70%. Among these users, 175 million of those users are communicating with businesses every day. Additionally, other messaging platforms such as Telegram and Line also attract millions of users.

When explaining chat’s significance in customer-centric marketing, he noted that conversations through chat align with how typically communicate and establish connections in their daily lives, making these channels inherently familiar and easy to use. The integration of AI further elevates the potential of chat in the marketing space, with marketers and brands exploring AI platforms like ChatGPT.

Jufrie further emphasised that brands that fail to leverage this market opportunity risk falling behind. Engaging in conversations allows for the development of stronger brands, improved customer engagement, and ultimately leads to higher conversions. 

Accelerating lead generation through chat

Jufrie reiterated the need to prioritise improving lead generation through chat as an efficient means of communication when driving traffic to a brand’s website. To achieve this, brands can implement simple tools like a messaging platform widget or an embedded link. These tools allow consumers to quickly submit queries, concerns, or feedback. Offline media can also utilise chat-based lead generation strategies by incorporating QR codes that direct consumers to messaging platforms.

When leads are generated through chat, it’s crucial to qualify them. This can be easily achieved using automation features within messaging platforms, which lighten the workload for sales staff when dealing with a large number of leads.

Once leads are qualified, the focus shifts to nurturing and retargeting them. Traditional methods like email marketing (EDMs) and social media orchestration are commonly used, but Jufrie highlights WhatsApp as a more effective option due to its 98% open rate and personalised messaging.

To maximise efficiency, Jufrie suggests promptly responding to leads and adopting a chat-first strategy. This can be facilitated through website form submissions and Facebook instant forms, which direct leads to chat for a seamless process. The same approach can be applied to organic social media engagements, automating responses to comments and initiating direct chats.

In addition to these processes, collaboration and smart routing are essential. Organising and assigning conversations to support or sales staff based on queues or specific conditions optimises team collaboration and ensures prompt responses to lead needs.

Considering data management is crucial for effective chat processes. Data ownership and visibility are key factors since chat conversations may contain valuable information such as mentorship processes and collaborative strategies. Locally storing data is also vital for security, especially when it involves customer data.

Lastly, Jufrie addressed the importance of driving customer loyalty through a chat-first strategy. Instead of relying on email surveys, brands can use messaging to gather feedback, providing a streamlined and personalised approach that values the customer’s voice. Moreover, a chat-focused approach increases the visibility of promotions and event invitations.

How SleekFlow empowers brands with an automated platform for chat marketing

For these channels, it’s very important to organise a chat-first strategy. By leveraging SleekFlow, marketers and brands have a wide range of features at their fingertips to efficiently streamline customer interactions and push this strategy forward towards their consumers.

“At SleekFlow, we advocate for a chat-first strategy and develop brands into an omni-enterprise by orchestrating everything into our platform. Our solution is rather agnostic, meaning that it’s versatile and can integrate with different messaging and chat platforms, making it a suitable solution for industries like education, beauty & wellness, finance, and more. If you use varying messaging or chat platforms to communicate with your customers, we are a good solution fit,” Jufrie mentioned.

To help put this strategy into fruition, SleekFlow offers brands and marketers an AI-powered Omnichannel Conversation Suite that enables a seamless and personalised customer experience across popular social and messaging platforms such as WhatsApp, Facebook, Instagram, SMS, live chat, and more.

Jufrie’s presentation is part of a series of presentations and discussions under the What’s NEXT 2024: Marketing in Singapore hybrid conference, where SleekFlow was a proud Gold sponsor. In it, SleekFlow led the discussion on the challenges and solutions in integrating new messaging channels, as well as how applying customer centricity with this method leads to enhanced customer experiences.

With SleekFlow’s customer engagement platform, enterprises can conveniently manage all customer interactions in one centralised hub, automating their business growth from sales and marketing to customer support. The most recent launch of SleekFlow 2.0, which includes the launch of SleekFlow AI, aims to empower companies to centre all their workflows around meaningful conversations.

What’s NEXT 2024: Marketing in Singapore is part of the trilogy of conferences from MARKETECH APAC’s “What’s NEXT 2023-2024 Series.” The conference featured a diverse lineup of marketing leaders across Singapore, representing local and international brands including DirectAsia, Grab, HP, Johnson & Johnson, Kaspersky, Singapore Management University, Singapore Post, Standard Chartered Bank, StarHub, The LEGO Group, and more.

Singapore – Starbucks and Disney are collaborating for their next Starbucks Experience, which will reveal a witty world of authentic connections through a dynamic assortment of drinkware and lifestyle accessories. 

Inspired by the friendships enjoyed by renowned Disney characters such as Mickey Mouse, Minnie Mouse, Donald Duck, and others, the limited-edition Starbucks “Sip of Joy” collection was created. The goal of this collection is to spread Mickey and Friends’ optimism to people of all ages throughout the Asia-Pacific area through a colourful range of items adorned with animated Disney characters and inspirational sayings. 

All the products in the “Sip of Joy” collection are collectables. This collection features quotations that inspire a sense of cohesion and unity in addition to a range of vivid hues and overlapping cut-outs that represent the accumulation of delight.

Drawing from Starbucks’ concept of promoting deep human connections, this latest partnership draws inspiration from Disney’s captivating stories of enduring friendships. The collection will make its limited-edition premiere in 12 markets around the Asia-Pacific region on April 16. 

Enthusiasts and patrons are looking forward to sharing a “Sip of Joy” with their loved ones beginning April 16. This fresh-themed collection will be available in 12 markets, including Australia, Cambodia, Hong Kong, New Zealand, the Philippines, Singapore, Taiwan, Thailand, and Vietnam. 

Speaking about the partnership, Samuel Fung, vice president, product and marketing, Starbucks Asia-Pacific, said, “Building on the success of our last collection, we’re thrilled to team up with Disney once again to bring fans a new Starbucks Experience this summer. Rooted in our values of inspiring joyful connections, the latest launch celebrates the magical friendship bonds that uplift the everyday.”

He added, “Just like the perfect blend of coffee and conversation, the new collection aims to bring joy and togetherness to every sip and spark more heartwarming moments with friends and families. We hope this meaningful Starbucks Experience will capture the hearts and minds of fans in the Asia-Pacific region and encourage fans to celebrate their bonds with pals and loved ones.” 

Singapore – Tire company Bridgestone Asia Pacific, India, China (BSAPIC), a group company of Bridgestone Corporation, has launched “Master the Art of Ultra Performance 1”, a regional marketing campaign that aims to creatively engage audiences by showcasing ultra driving performance as beautiful art forms.

In this campaign, BSAPIC collaborated with creative agency distillery’s Singapore office to seamlessly merges the worlds of driving and art, aimed at highlighting the brand’s premium ultra performance tyres.

To achieve this, the team harnessed spatial and speed data captured by AI-enhanced sensors installed on a high-performance sports car during intense driving scenarios to create four captivating art pieces in static and motion forms. These art pieces vividly depict the tire’s performance for speed, grip, control, and precision.

The result is Bridgestone’s first-ever collection of unique AI artworks, each meticulously designed to resonate with the brand’s values and capture the essence of driving enthusiasts.

Talking about the campaign, Lennard Kwek, director of brand marketing & communications at BSAPIC, said, “Drivers understand the sensory & performance meaning of speed, control, precision and grip. These are the critical tyre benefits for high performance vehicles. But we are curious. What do they like? What interesting outcomes can we generate from transforming something that we feel to something we can see?”

Guilet Libby, distillery creative director, APAC, also stated, “At distillery, we are committed to pushing the boundaries of creativity and innovation. Our collaboration with Bridgestone exemplifies our dedication to delivering impactful campaigns that resonate with audiences and drive results.”

Meanwhile, Steve Wheen, global CEO at distillery, emphasised, “At distillery, we prioritise tangible outcomes over mere marketing noise, leveraging creativity to achieve measurable results for our clients. The Bridgestone campaign stands as a prime illustration of how we generate value for our clients.”

The ad film will be broadcast across key digital media channels in Thailand, Indonesia, Vietnam, Malaysia, and Singapore, with additional markets to follow soon after.