Tag: Asia Pacific

Last Women’s Month, global skincare brand SK-II has launched a thought-provoking film, “More Youthful With Age #越大越不ZHUANG”, featuring a docuseries chronicling the transformation journey of five women as they learn to embrace their bare skin and true selves as they age.

This has catapulted into one of the most viral and talked about brand topics on Chinese social platform Little Red Book, sparking passionate discussions on how women are expected to look as they grow older, and courageously sharing the choices they’ve made to stand apart and find their truest selves.

To shed more light on how SK-II made this campaign to effectively reach the Chinese market, MARKETECH APAC spoke exclusively to Sue Kyung Lee, global CEO of SK-II, to learn more about how beauty brands can create authentic campaigns that resonate towards Chinese consumers, and what outlook can the beauty industry in Asia-Pacific expect for this year.

For Lee, consumers are at the heart of all that they do at SK-II. In order to serve their consumers better than anyone else, they seek to have the deepest understanding of the consumer, encompassing her lifestyle and values.

To achieve this, Lee shared, “We talked to our consumers in-store, held focus groups and did a deep dive into social conversations to find out the pressures and expectations that Chinese women were facing. And what we uncovered was a growing cultural shift towards independence and self-aspiration; to ‘unmask’ yourself and redefine society’s expectations of what it means to be a woman.”

She also added that their Chinese campaign is very much aligned with their brand values of authenticity and being true to yourself over many decades. Additionally, this coincides with their latest brand refresh, with a new brand identity with an increased emphasis on natural visuals and the authentic narratives of ‘PITERA’, their exclusive skincare ingredient.

When asked about how SK-II aims to differentiate itself in this landscape, amidst other international and domestic brands, Lee said that the key is to always keep consumers at the heart of everything that they do, being present and raising the bar in serving their consumers wherever they choose to look or shop, across all omnichannel touchpoints.

Furthermore, Lee attributes the strength of the brand to be unique through the narratives of their brand identity. “At SK-II, we have a powerful and authentic story with our brand and our iconic and exclusive PITERA. We are constantly looking to find meaningful ways to connect with our consumers through genuine stories of how and why SK-II with PITERA continues to transform the skin of millions of women around the world,” she remarked.

Talking about the potential challenges and opportunities that the beauty industry in China will face for this year, Lee shared that there is great potential for reinforcing omnichannel marketing in China, especially with the ever-increasing number of platforms, experiences and channels within the market.

Stressing the importance of this, Lee stated, “As we talked to consumers in our research, it was fascinating. We asked them about how much time they spent online vs offline, and no one could respond properly as consumers do not even think about or differentiate online vs offline consciously, showing how the digital and physical world are seamlessly integrated with each other in their lives.”

“We need to ensure that as a brand, we are present and raise the bar in serving her seamlessly across all omnichannel touchpoints she is on in China. This is a challenge as well as an opportunity for all of us in the beauty industry,” she added. 

Lastly, talking about what’s next for the beauty industry in the Asia-Pacific this 2024, Lee said that Southeast Asia has been emerging as the next frontier of luxury beauty opportunities in Asia Pacific.

“Markets like Vietnam, Thailand and Indonesia hold a great deal of promise for prestige brands like us as consumers shift from mass to luxury and become very savvy with the brands that they choose to support,” she concluded.

Hong Kong – Sheung Yan Lo, most recently the chief creative officer for Asia-Pacific at Wunderman Thompson, has announced that he is leaving the marketing industry after over three decades of service. In his announcement, he notes that in the next chapter, he plans to spend more time with his family, while continuing to explore his creative passions, including writing for musical theatre and studying.

Lo, aptly named ‘Ma Yan’ by his colleagues, started his career in 1996, joining China’s advertising industry as a copywriter for JWT Shanghai. An illustrious career saw him quickly shooting up the ranks, eventually becoming the Chairman of JWT’s Asia-Pacific Creative Council in 2013, before being appointed chief creative officer for APAC for Wunderman Thompson in 2019.

A well-rounded creative, Ma Yan has also more than 15 years’ experience writing, directing and acting in stage plays, and writing lyrics for Asian pop songs and musicals, as an active member of the Composers and Authors Society of Hong Kong. In 2009 the Hong Kong Chamber of Commerce also honoured him as one of the Outstanding Hong Kong People in Shanghai.

Speaking on this move, he said, “As I retire from this thrilling 36-year journey, I reflect with profound gratitude on all my years of creativity, growth, and camaraderie. I am reminded of the wise words of Mao Zedong “The world is yours, as well as ours, but in the last analysis, it is yours.” To the fearless, passionate souls who now carry the torch, I offer my sincerest blessings.”

Meanwhile, Audrey Kuah, co-CEO for APAC at VML, commented, “Today, we bid farewell to a creative visionary whose impact on the APAC advertising industry is immeasurable. Ma Yan’s innovative spirit, dedication, and unwavering passion have left an indelible mark on us and the entire industry. As he embarks on this new exciting chapter, we wish him a retirement as vibrant and inspiring as his career has been.”

Philippines – Oyie Pingol has announced that she has been appointed by the Jollibee Group of Companies as their new global media head. In an exclusive interview with MARKETECH APAC, Pingol stated that she will spearhead the evolution and implementation of media planning strategies within the Jollibee Group, encompassing diverse global markets and regions.

Specifically, her mandate encompasses crafting future-ready media frameworks, policies, guidelines, and controls to meticulously orchestrate media campaigns and ensure their success.

“In this capacity, I am entrusted with the strategic development of media recommendations that not only elevate our competitive edge but also remain agile and responsive to dynamic market landscapes. By staying attuned to shifting consumer behaviours and industry trends, I will lead the charge in devising forward-thinking strategies that propel the Jollibee Group and shape the future of media in the QSR industry,” Pingol told MARKETECH APAC. 

For this role, Pingol will be prioritising foundational skills whilst advancing their digital capabilities through audience targeting and personalization through data analytics, ensuring the creation of high-quality and relevant content with seamless integration across diverse channels. 

She will also be focusing on the exploration of innovative technologies like AI, testing and learning new technologies to maximise the use of their measurement and analytics tools, maintaining agility and adaptability to swiftly respond to market dynamics.

“By focusing on these strategic pillars, we aim to deliver cohesive and impactful campaigns that deeply resonate with our audience, drive engagement, and ultimately propel our brand’s success in an ever-evolving media landscape,” Pingol stated.

Prior to her appointment, Pingol worked with GroupM’s Wavemaker for over four years, wherein she cultivated a proactive and innovative growth mindset, constantly seeking out new opportunities, and embracing calculated risks to drive growth and success.

“This entrepreneurial approach, coupled with my experience in media planning, positions me well to contribute effectively to the dynamic environment of Jollibee Group. Additionally, their emphasis on digital transformation has equipped me with a strong foundation in navigating and leveraging digital media platforms and strategies,” shared Pingol.

When asked about what’s to come in terms of challenges and opportunities for the fast-food industry this year, Pingol mentioned that they will be facing a multitude of marketing challenges and opportunities in the current landscape.

One significant challenge is navigating the shifting consumer preferences and behaviours brought about by the pandemic. Consumers’ palates have expanded as they discovered new food options and neighbourhood food shops during lockdowns and restrictions, leading to increased demand for variety and quality in fast-food offerings. However, amidst these challenges lie opportunities for QSRs to leverage this trend by introducing new menu items, collaborating with local eateries, and emphasising freshness and quality in their offerings.

Moreover, the power of word-of-mouth marketing has never been stronger, with social media amplifying consumer voices that can either make or break brands. Authenticity, transparency, and responsiveness to feedback are crucial for brands to cultivate positive relationships with their audience and mitigate potential reputational risks.

Additionally, reaching and engaging Gen Z, known for its digital savviness and high expectations, presents both a challenge and an opportunity for fast-food brands to innovate in their marketing strategies and offerings.

Last but not least, with the growing awareness of nutrition and sustainability, fast-food brands must adapt their offerings to cater to these preferences while still maintaining convenience and taste.

Talking about what’s next for the fast-food industry, as well as Jollibee’s plans along these changes, Pingol concluded, “In addition to above, by staying agile, responsive to consumer needs, and leveraging its diverse portfolio of brands, the Jollibee Group is posed to further expand and improve in line with the evolving landscape of the QSR and casual dining industry.”

Singapore – Publicis Groupe has announced new appointments to its senior leadership team in Asia-Pacific, namely Pauly Grant as chief talent officer, Martin Davie as head of performance, Jonathan Mackenzie as head of data solutions, and Joanna Ong as managing director of communications and PR.

Pauly was most recently the agency’s chief people officer for ANZ and head of people strategy for APAC. In her new role, she will continue to be responsible for ANZ’s human resource portfolio. Pauly will focus on driving the region’s talent and culture strategy to support the group’s business strategy. She will work closely with the market chief talent officers and the Asia-Pacific Executive Committee, and report to Jane Lin-Baden, CEO at Publicis Groupe Asia Pacific. 

She joined Publicis Groupe ANZ 11 years ago and has progressed through several increasingly senior roles, a testament to Publicis Groupe’s inclusive and progressive environment for its people. As an innovative HR leader, Pauly is committed to driving strategies that deliver important organisational change for the group’s people and business.

Meanwhile, Martin was most recently the managing director for international at Publicis Media Singapore, with his new role entitling him to focus on enhancing the group’s regional performance capabilities, ensuring superior client results and innovative service offerings, and instilling a performance-centric approach across the group’s operations. He reports to Ching Ian, CEO of PMX Asia Pacific, and Sapna Nemani, chief solutions officer at Publicis Groupe Asia Pacific.

Martin has leveraged his 18-year background in performance media in the UK, Australia, and Asia to drive exceptional client outcomes. Over the past three years, his leadership of the International Hub team has been key in helping global brands grow their business in the Asia-Pacific market.

For Jonathan, he was most recently the managing director of Publicis Media Precision Asia Pacific, and will be responsible for the growth of data-driven products and solutions that power advertising transformation for the group’s clients, across both media and creative. Jonathan reports to Sapna Nemani, chief solutions officer at Publicis Groupe Asia Pacific.

He has over 20 years of experience in digital advertising. He spearheaded the launch of Publicis Media Precision in 2017, transforming programmatic capability across the region from a specialised central hub to dedicated teams in all markets, delivering impact to clients’ digital performance while driving growth in programmatic billings and revenues.

Lastly, Joanna transitions into her new role from her recent role as managing director of MSL Singapore. In her new role, she is responsible for communications in the region across the group and reports to Jane Lin-Baden, CEO, Publicis Groupe Asia Pacific.

Joanna is a senior communications practitioner with over 25 years of experience in reputation management, corporate and brand strategy, and communications. She started her public relations career at Ogilvy PR and Burson-Marsteller and later moved into in-house roles, heading Asia Pacific corporate and brand communications for hospitality conglomerates including IHG, Radisson Hotel Group and Hilton Worldwide. She returned to the public relations industry in 2021 to lead MSL Singapore’s transformation and growth.

Speaking on these new appointments, Jane Lin-Baden, CEO, Asia Pacific, Publicis Groupe, said, “We are delighted to be able to appoint our top talents from within our ranks who have demonstrated their capabilities into these key roles. This both underscores the breadth and depth of talent we have within the group and the fact that we are an organisation that recognises and rewards top talent with opportunities for growth and mobility. With these latest appointments, we are strengthening our core leadership team as we move ahead with our strategy to create even greater impact for clients and further elevate our position in the region.”

Hong Kong – International travel and lifestyle brand TUMI has appointed Aris Maroulis as the new vice president for Asia-Pacific and Middle East, with immediate effect.

Based in Hong Kong, Maroulis will be responsible for building the brand, overseeing operations, and managing overall business in the region.

Maroulis has 25 years of experience in Asia, Europe and the US with the last 15 years focused on Asia. Before joining TUMI, he held the title of director – china business operation, asset management for Hang Lung Properties for four years, overseeing a portfolio of luxury shopping malls in mainland China.

Prior to that, Maroulis was the managing director for Montblanc China, based in Shanghai, where he had overall responsibility for the China market.

Talking about his appointment, Maroulis said, “I have followed TUMI closely for many years, both as a customer and as a luxury brand and business strategist. I have been continuously impressed by the brand’s innovation, meticulous design, unparalleled performance, and customer-first approach. I am delighted to join this dynamic team and lead the brand’s growth in Asia-Pacific and the Middle East.”

Meanwhile, Subrata Dutta,  president, Asia-Pacific and Middle East, Samsonite, commented, “We are delighted to welcome Aris to TUMI at this exciting time for the brand in the region. He has extensive luxury retail experience on both the brand and commercial real estate sides. Aris is a proven leader who will focus on identifying new opportunities for TUMI and continue to provide world-class customer experience through every brand touchpoint.”

Singapore – Global digital marketing agency NP Digital has announced new strategic key hires amidst the agency’s continued expansion in the Asia-Pacific region. Kris Casey will serve as the SEO APAC lead; while the agency’s expanded leadership team in Malaysia include Arjun Singh as group account director, Rizwan Kamil as head of performance marketing for APAC, Keith Ho as strategy lead, and Lee Weiye as senior SEO manager.

Casey brings over 12 years of extensive experience leading SEO teams across agency and in-house settings in the US, Australia, and Asia. His expertise spans working with renowned brands such as Expedia, Travelocity, NAB, Suncorp, and Nissan and leading the SEO efforts internally for Redbubble, a prominent e-commerce marketplace. 

His exceptional track record in growing organic visibility and passion for developing bespoke strategies align perfectly with NP Digital’s vision for the APAC region.

In his new role, Casey will lead NP Digital’s search engine optimization efforts across the APAC region, driving growth and enhancing brand visibility. His deep understanding of the nuances of the APAC market, combined with his innovative approach to SEO, will further elevate NP Digital’s position as the go-to partner for businesses seeking to maximise their online presence.

Speaking on his new role, he said, “I am thrilled to be part of NP Digital and to have the opportunity to drive impactful SEO strategies that will propel our clients’ businesses forward in the vibrant APAC market. I look forward to collaborating with our talented team to deliver innovative solutions that exceed client expectations and fuel organic growth.”

Meanwhile, the expanded Malaysian leadership team will bring a wealth of experience and expertise in their respective roles. Singh will lead strategic initiatives and develop innovative digital marketing strategies aimed at maximising client benefits through collaborative efforts. Meanwhile, Kamil will spearhead the strategic direction and implementation of digital marketing campaigns to drive tangible business results for clients.

Ho will focus on new businesses, especially pitches, and assist on existing accounts while overseeing award submissions and strategic initiatives, and lastly Weiye will drive NP Digital’s SEO efforts in Malaysia and the APAC region, focusing on strategy development, implementation, analytics, and client satisfaction.

Melissa Cheng, country manager at NP Digital Malaysia, commented, “We are excited to welcome Arjun, Rizwan, Keith, and Weiye to the NP Digital family. Their wealth of experience and expertise will be invaluable as we continue to expand our presence and deliver exceptional results for our clients in the Asia-Pacific region.”

Singapore – Technology and data platform Channel Factory has announced the recent appointment of Kartik Mehta as its new head of Asia – growth markets amidst the company’s goal of expanding growth in India and Southeast Asia this 2024.

In his new role, Mehta will be solidifying Channel Factory’s position in emerging markets, whilst aiding Channel Factory’s sustained global growth through enhancing and localising its global strategy. 

He was most recently Silverpush’s chief revenue officer and chief operating officer, where he played a pivotal role in establishing and growing the global business from its inception in 2017. Under his leadership, the company expanded its footprint to over 15 geographies, achieved double-digit million-dollar earnings, introduced new revenue streams through programmatic partnerships with the likes of IrisTV and Pubmatic, and garnered multiple industry awards. 

Since 2013, Mehta has gained invaluable experience across technology sales with his most notable achievements centering around market expansion. This includes launching and building out emerging markets in Asia/Southeast Asia, the Middle East and Africa for the likes of Vserv and YouAppi, as well as the expansion of Silverpush into North America and the UK. 

Prior to this extensive experience in technology sales, Mehta spent over a decade in global advertising agencies such as JWT, Ogilvy and Cheil. He is also a sought after speaker, having appeared at the likes of iMedia and MMA, so this role is the perfect culmination of over 20 years’ of strategic experience relevant to Channel Factory.

Speaking on his new role, Mehta said, “Channel Factory has undergone some really impressive growth over the past few years, but there are still so many opportunities ahead to expand upon this. It’s the opportunity to implement new strategies across emerging markets in order to drive growth that pushed me to join Channel Factory. I’m looking forward to taking this exciting challenge head on, and seeing, in real-time, the impact our team can deliver in these markets.”

Meanwhile, Robin Zieme, chief growth officer at Channel Factory, commented, “Advertising is one of only a handful of industries that is seeing continued and sustained growth in emerging markets, despite macroeconomic pressures. As such, it’s important that you seize the opportunities with many companies vying for dominance.”

He added, “Having Kartik join our global management team, with his impressive experience in expanding businesses into emerging markets, will enable Channel Factory to identify and grab as many opportunities as possible across India and Southeast Asia. I look forward to having Kartik elevate our global strategy in order to drive the greatest growth possible.” 

Singapore – Sun Life has announced that Mahima Tankha Marwah has been named as the new chief client experience and marketing officer for Asia. In her new role, Marwah 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.

She brings over 20 years of experience in channel management, brand management, digital marketing, customer experience and insights in life, health, and general insurance in Asia. Prior to joining Sun Life, Mahima held senior insurance distribution, client experience and marketing roles at global financial services providers, FWD and Allianz.

Speaking on her appointment, Marwah said, “I am excited to join Sun Life to continue to grow their world-class Client Experience and Marketing function. I am excited to work with new colleagues across Asia to drive business growth and deliver solutions that will help client’s meet their health and wealth goals.”

Meanwhile, David Broom, chief client and distribution officer for Asia at Sun Life, commented, “I’m thrilled to welcome Mahima to the team. Her extensive experience and proven track record in brand and product marketing, customer experience and insights, and digital sales will enhance how we connect with our clients and ensure we continue to deliver exceptional experiences and drive growth across Asia.”

In today’s dynamic economic climate, brands constantly navigate budget constraints within their digital marketing efforts. The digital advertising landscape is evolving rapidly, driven by trends such as AI optimisation, increased personalisation, and growing mobile usage. In this context, cost-efficiency has emerged as a critical factor that can significantly influence the success of marketing campaigns while ensuring financial sustainability.

The Transformation of Digital Advertising with AI

The digital advertising landscape is undergoing a paradigm shift with the integration of AI. AI has become indispensable for engaging, converting, and reaching consumers effectively. Insider Intelligence predicts that over 50% of digital ads will leverage AI and machine learning by 2024, creating seamless, personalised experiences across devices and formats.

AI enables advertisers to create hyper-personalised messages for each individual, enhancing relevance and engagement. They can continuously experiment with and optimise campaign elements such as captions, images, and calls to action, maximising impact. AI also helps advertisers predict the consumers most likely to react positively to tailored value propositions, enabling more targeted and effective campaigns. Furthermore, AI facilitates the automation and scaling of cross-channel advertising while preserving personalisation, resulting in significant cost savings and increased efficiency.

AI’s Impact on Cost-Efficient Mobile Advertising

AI is transforming the landscape of mobile advertising and making it more cost-efficient. Industry reports from eMarketer reveal that AI has led to a 27% decrease in customer acquisition costs. Furthermore, Epsilon’s research found that AI-driven Personalisation Images influenced 80% of consumers to purchase. By leveraging AI, brands can create more targeted and personalised ads, reducing waste and improving return on investment.

AI-powered mobile advertising allows brands to leverage buying intent signals to diversify their digital advertising strategies. By harnessing these signals, brands can gain insights into consumer behaviour, allowing them to target their advertising efforts more effectively and efficiently. This approach increases the likelihood of conversions and ensures brands get the most value from their advertising spend.

E-commerce businesses could benefit from using AI and machine learning to create personalised product recommendations, dynamic pricing, and targeted ads based on consumer behaviour, preferences, and purchase history. AI can also help e-commerce businesses improve customer service, loyalty, and retention by using chatbots, voice assistants, and sentiment analysis. Xtend’s Whitepaper showcases an Indonesian e-commerce platform.

AI-powered solutions activate dormant buyers and targeted micro-cohorts. An effective pacing strategy was developed. As a result, the platform has gained three times the amount of new buyers monthly, with click-through rate value that is four times higher than the industry average rate.

Personalisation, another key digital advertising landscape trend, influences consumer behaviour and advertiser strategy. AI-powered personalisation enables brands to deliver tailored messages to consumers, increasing engagement and conversion rates. By delivering content that resonates with consumers personally, brands can enhance their relationships with consumers and drive loyalty, all while optimising their advertising spend.

In 2024, advertisers are expected to embrace immersive and cohesive ad formats, creating a holistic advertising experience. The shift towards a more automated, data-centric, and integrated advertising experience is anticipated.

In conclusion, as digital advertising evolves, brands must prioritise cost-efficiency in their AI-powered mobile advertising strategies. By leveraging AI and machine learning, brands can deliver personalised and effective advertising campaigns that engage and convert consumers and ensure financial sustainability in an increasingly competitive market.

This article is written by Murali Dharan, Chief Commercial Officer at Xtend.

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2024. What’s NEXT 2024 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

Australia – Digital marketing and automation platform Constant Contact has appointed Gerard Smith as its new APAC head of partnerships, shortly after the recent appointment of Sam Whitmore as its new APAC head of commercial.

In their new roles, both Smith and Whitmore will be supporting the company’s commitments to rapid growth and the support of small businesses across the APAC region.

These appointments also follow Constant Contact’s recent designation of their new vice president for APAC.

Smith joins from WP Engine where he held the role of APAC head of agency partnerships. In that role, Smith was responsible for fostering greater growth among digital marketing, web development, e-commerce, and media agencies across the region, and engaging and growing the company’s reseller community.

Based out of Constant Contact’s regional headquarters in Brisbane, Smith will focus on providing support to the hundreds of resellers currently driving new business across Australia and New Zealand.

Whitmore on the other hand, held numerous executive roles at Salesforce in the United Kingdom, largely focused on SMB customers, most recently as the regional vice president for the travel, transport and hospitality industries.

Speaking on his appointment, Smith said, “I’m excited to join Constant Contact and look forward to unlocking new growth opportunities and fostering stronger collaboration with our partners across the APAC region.”

Talking about her appointment as well, Whitmore also mentioned, “I’m thrilled to have joined Constant Contact in APAC at this exciting phase and to be driving strategies that will support our customers and their own growth journeys.”

Meanwhile, Renee Chaplin, vice president Asia Pacific, Constant Contact, commented, “Our agency partners continue to be important drivers of expansion and we intend to double down on our commitment to them in-region to help their businesses be more successful in 2024. Bringing Gerard Smith on board as our APAC Head of Partnerships further demonstrates how important this region is to Constant Contact.”

“To add, Sam Whitmore is a commercial powerhouse and I’m delighted that we’ve been able to bring her on board to lead our customer success, customer support and inside sales functions for Constant Contact in APAC,” added Chaplin.