Tag: Marketing

Philippines – Listerine is debunking oral hygiene myths for Filipinos in its latest campaign this National Oral Health Month. Through its ‘#CompleteMouthProtection’ campaign, Listerine is raising Filipinos’ awareness of proper oral care.

To address the misconception that brushing alone is enough for good oral hygiene, Listerine launched activations and collaborated with influencers to encourage Filipinos to use mouthwash in their oral care routine.

In an in-store retail raid, Listerine partnered with influencers Arshie Larga and Mikee Reyes to show how hidden germs can be left in their mouths after brushing. Using blacklight technology, Listerine exposed hidden plaque, which can be prevented through rinsing with mouthwash.

Larga, a licensed pharmacist and Listerine’s brand ambassador shared, “I hear people complain about oral problems only when symptoms appear. It’s scary because it’s often too late. I appreciated how Listerine literally ‘shed light’ on our mouths with this campaign and taught us how brushing alone isn’t enough.”

Reyes added, “I didn’t believe it at first, but after testing my mouth together with the oral care consultants, I saw the germ residue myself. And first didn’t believe because I brush daily. Thanks to Listerine, I now understand how crucial brushing AND rinsing is to complete my oral care routine.”

As part of the campaign, Listerine is also increasing Filipinos’ access to oral care consultants nationwide. Shoppers at select Robinsons, Shopwise Supermarkets, and Watsons Drugstores can enjoy free oral health checks every weekend until December 28, 2025.

The campaign is in line with the Department of Health’s ‘Ngiting 70:20’ initiative, which aims to help Filipinos retain at least 20 teeth by the age of 70.

Singapore – The Ministry of Digital Development and Information has collaborated with Hogarth Worldwide for its latest music video celebrating Hari Raya.

Highlighting the festive season’s spirit of giving, the video captures Singaporean’s contributions to the community amidst its SG60 celebration.

Directed by Freeflow Productions’ Peggy Koh, the music video follows the story of Siti missing chances to meet her love interest as they both contribute to their community. 

The video features actors Siti Khalijah and Haizad Imran. Hisyam Hamid also has a special appearance in the video as he showcases his ketupat weaving skills.

The story is set to the local song ‘Oi! Raya. OI!’ released by punk rock band Rancour in 2013. Music and sound agency FVSE reimagined the song, performed by Khalijah and Had Adnan.

“We’re deeply honoured to be part of this impactful campaign that celebrates both Hari Raya and SG60. This music video beautifully reflects the spirit of generosity and community – highlighting how giving with an open heart can strengthen communities and foster meaningful connections,” Mark Wong, CEO APAC of Hogarth Worldwide, said.

Philippines – Instant noodles brand Payless has teamed up with digital advertising agency AdSpark to launch the ‘Payless Bigatin Promo,’ a digital solution to revolutionise shoppers’ experiences.

Through a seamless approach, the partnership with AdSpark allows customers to earn rewards while providing Payless with customer behaviour insights. Payless plans to leverage the data to enhance its activities in the future.

To participate, customers can scan the QR codes powered by SparkTech on promotional materials. The promo also features a rewards mechanism through SparkRewards, allowing customers to instantly disburse prizes. The tiered rewards structure gives them the opportunity to win major prizes based on their spending.

Among the major prizes is a chance to win tickets to the ‘Grand BINIverse Concert’ and cash rewards amounting to Php 100,000.

“We are pleased to partner with Payless on this project, which showed how strategic mechanics can drive sales and build brand affinity, reinforcing AdSpark’s role as a key enabler of digital solutions,” JL Erestain, chief operating officer at AdSpark, said.

RJ Sumilang, director of growth at AdSpark, commented, “We always strive to bring added value to our clients. Working with AdSpark allowed Payless to offer a more convenient way for consumers to enjoy their product while strengthening the connection with them.”

“This partnership with AdSpark has truly elevated how we engage with our customers. The seamless execution of the Payless Bigatin Promo not only enhanced consumer participation but also provided us with invaluable insights on how we could better serve our market. We are delighted with the results and look forward to more innovative collaborations with AdSpark,” Raymond Kalaw, group product manager at Payless, said.

AdSpark is a portfolio company under Globe’s 917Ventures. SparkTech, its suite of AI-powered tools, helps brands analyse consumer data to improve their marketing strategies.

Singapore – Streaming platform Max has unveiled activations for the HBO Original series ‘The White Lotus’ in Bangkok, Thailand. The campaign follows the series’ third season release on February 17, 2025.

Building on the buzz surrounding the new season’s release, Max has launched activations and marketing efforts across Southeast Asia, including watch parties and OOH campaigns.

Max unveiled a concierge-themed pop-up at ICONSIAM and an OOH installation at the MRT Sukhumvit, inspired by the show’s hotel rooms in Thailand.

In Indonesia and the Philippines, Max hosted watch parties, complemented by billboards rolling out in Manila and Jakarta during the show’s premiere week.

Meanwhile, themed events featuring influencers and celebrities were launched in Taiwan and Hong Kong.

During the show’s premiere at the ICONSIAM River Park, Max turned the venue into an immersive space that featured elements from ‘The White Lotus.’

Philippines – Local retail company National Book Store has pulled out money envelopes from its ‘election materials essentials’ collection following a request from the Philippines Commission on Elections (COMELEC), according to a report from the Philippine Daily Inquirer.

National Book Store president and CEO Adrian Ramos has assured COMELEC in a letter that the order to eliminate coin and small money envelopes in the said category has been disseminated to all of its branches nationwide.

Ramos’ letter read, “While we understand and appreciate your point that small money/coin envelopes might be used in illegal activities such as vote-buying during election season, we assure your good office that there was no malice nor any ill-intention on our part to attribute the marketing and use of the said envelopes to vote-buying.”

He said National Book Store remains compliant with COMELEC’s rules and is “supportive of its programs.”

COMELEC’s request letter, signed by chairman George Erwin Garcia, cited the “in-store marketing strategy” as potentially spreading the idea of vote buying as a norm.

Though acknowledging that the envelopes can be used for purposes such as payments for watchers and suppliers, COMELEC sought a “corrective action” to prevent the normalisation of vote buying.

“We do not wish to interfere on how National Book Store conducts its business, but we also worry that impressionable children and minors who frequent your stores may be led to believe that the illegal practice of vote buying is societally condoned,” Garcia said.

MARKETECH APAC has reached out to Ramos for more information.

Besides money envelopes, National Book Store’s ‘election materials essentials’ include pens, glue, scissors, and stamp pads.

The 90-day campaign period for the 2025 midterm national elections in the Philippines began on February 11 to May 10, 2025, applying to senatorial candidates and party-list groups.

Meanwhile, candidates for local posts begin their campaign from March 28 until May 10, 2025. The Philippines’ election day is on May 12.

Philippines – Globe Business, the corporate arm of telecommunications company Globe, is inspiring enterprises to boldly transform in its latest campaign. The ‘Choose the Courage to Transform’ campaign showcases how the company is committed to being a trusted business partner.

Through the campaign, Globe champions the ‘Courage to Transform’ mindset, calling on businesses to make bold decisions that lead to long-term success.

Globe unveiled the campaign during its ‘Partner’s Collaboration Night, which gathered its partner organisations to ratify its commitment to fuelling their digital transformation. The message comes amidst emerging challenges in the digital age, including a lack of proper infrastructure and upskilling.

The event highlighted the campaign film, which underscores how Globe Business enables enterprises to be connected with the right people and networks for their growth.

The film follows the story of a leader struggling to close a deal with investors but manages to spearhead his company’s digital transformation after taking a bold leap with Globe as a partner.

 “Like the stories we’ve brought to life in our campaign film, true transformation demands more than just technology. We strive to be their trusted partner, helping Philippine enterprises to not only adapt, but also lead in the digital economy,” KD Dizon, head of Globe Business, commented. 

“We take the time to truly understand our clients’ needs, offering personalized insights and the right tools to address their unique challenges. Guided by our genuine care towards their growth, we are committed to helping our clients confidently step into the future and achieve their business goals,” Dizon added.

Globe Business provides solutions for enterprises, driving digital transformation and operational efficiency. It also offers cloud, cybersecurity, and enterprise application services.

Indonesia – As a dynamic hub in Southeast Asia’s marketing ecosystem, Indonesia is at the forefront of innovation and digital transformation. With brands striving to adapt to evolving consumer behaviours and leverage emerging technologies, staying ahead is more critical than ever.

To continue empowering marketers and brands with cutting-edge strategies and insights, MARKETECH APAC proudly presents the second instalment of ‘What’s NEXT in Marketing: Indonesia 2025.’ Taking place on 31 July 2025 at Pullman Jakarta Central Park, this premier event aims to redefine the country’s marketing landscape by uniting industry experts to share experiences, proven strategies, and forward-thinking insights that will shape the future of marketing in Indonesia. 

Following the success of last year’s edition, ‘What’s NEXT in Marketing: Indonesia 2025’ will serve as a platform for industry leaders to exchange ideas, spark innovation, and explore the future of marketing. 

From customer experience to performance marketing, attendees can expect a diverse range of relevant topics, thought-provoking keynotes, dynamic panel discussions, enlightening fireside chats, and invaluable networking opportunities—all thoughtfully designed to help businesses thrive in Indonesia’s rapidly evolving market.

Leading the discussions are prominent figures in the marketing and digital space, including:

  • Caroline Setiabudi, SVP Marketing at Bank Mega
  • Angelia Susanto, Health Nutrition Marketing & Strategy Director at Danone
  • Rajesh Grover, Group Vice President – AI, Digital & Omnichannel at Kanmo Group
  • Maggie Effendy, Associate Marketing Director at Kimberly-Clark
  • Ria Sutrisno, Head of Marketing at MR DIY Indonesia
  • Derry Rinaldi, Head of Marketing Communications at Starbucks Indonesia
  • …and more to be announced!

The first leg of the What’s NEXT in Marketing 2025 conference series took place in Singapore, drawing 170 delegates from a diverse range of brands. The event featured an impressive lineup of speakers from renowned companies, including Braze, Canon, DHL Express, FairPrice Group, H&M, Income Insurance Limited, Riot Games, SleekFlow, and StarHub, among others.

Building on this momentum, the conference will expand to other key markets across the region, including:

To learn how to be part of this conference, click HERE for further details.

For sponsorship opportunities, please contact Joven Barceñas at [email protected].

For speaking opportunities, contact Katherine Sy at [email protected]; and for registrations, reach out to Kylene Lim at [email protected]. 

London, United Kingdom – Socially-led creative agency We Are Social has appointed key leaders to boost its global operations. The agency has promoted Mobbie Nazir as its new chief strategy and growth officer, Emma Cumming as chief of staff, and Silvia Mauri as global head of people and culture.

Nazir previously held the role of global chief strategy officer. Expanding his role, Nazir will oversee the agency’s global business growth, solidifying its position in the market. He will also focus on marketing and public relations, bolstering social media strategy.

Meanwhile, Cumming was formerly the agency’s global culture director. In her new role, she will handle strategic initiatives, overseeing leadership effectiveness and internal communications.

Mauri, previously the global people director, will be focusing on the agency’s employee satisfaction and engagement in her new role.

Nazir, Cumming, and Mauri comprise We Are Social’s executive management board.

“Social media is more crucial than ever for marketers and We Are Social is in the fortunate position of being the world’s leading social agency at a time when investment in social is accelerating. As the social landscape evolves, we’re seeing increasing opportunities to build on what we’re best known for – our first-class social creative output – with more creator and influencer-led work, greater global scale and an increased focus on the integration of paid social and ROI-driven measurement. I’m excited to be taking on this role, helping align our approach to growth more closely with our wider business strategy,” Nazir commented. 

Toby Southgate, global group chief executive officer at We Are Social, said, “The promotions of Mobbie, Emma and Silvia mark a significant shift for We Are Social, demonstrating our commitment to growth and to our people. With Mobbie’s extensive experience in global client and strategy work, and her huge contribution to our business strategy and thought leadership over the last decade, she’s perfectly placed to drive our growth plans forward at the speed that social demands. 

“I’d also like to congratulate Emma and Silvia on their well-deserved promotions. They have both been key players in the agency for a long time, and their roles will be vital to ensuring that our people all over the world thrive, can make career-defining work, and have fun doing it. Their leadership will be invaluable to our continued success,” Southgate added.Southgate, to whom the newly promoted leaders will report, was recently appointed to lead We Are Social as global group CEO.

Philippines – AirAsia rewards, Capital A’s loyalty program, has teamed up with SM Group to launch a loyalty program for SM Advantage Card (SMAC) members. Through the partnership, members can increase the ways they can enjoy their points on both AirAsia rewards and SMAC’s programs.

The ‘My SMAC, My MOVE’ collaboration enables a two-way conversion of points. Members can turn 200 SMAC points into 300 AirAsia points or 500 AirAsia points to 125 SMAC points.

AirAsia points can be used on flights for over 700 airlines. It can also be used for hotel accommodation, travel and lifestyle perks, which members can redeem on the AirAsia MOVE app.

SM and AirAsia inked the partnership on March 5 at the SM Retail Headquarters, Pasay City.

Nicole Tan, chief business officer of AirAsia rewards, said, “We are excited to team up with the Philippines’ biggest loyalty program to offer a truly rewarding experience for both SMAC and AirAsia rewards members. This partnership allows members of both programs to maximise the value of their points, whether by turning everyday shopping into travel adventures or using AirAsia rewards for more shopping perks.”

“We are excited to launch this collaboration with AirAsia rewards. By combining shopping and travel rewards, we’re enhancing the value of our loyalty program and offering more meaningful experiences to our members,” Patrick Cua, chief operating officer of SMAC, said.

Ricky Isla, CEO of AirAsia Philippines, commented, “We are positive that this partnership will further boost the appetite of travel tourism in the country.  This reflects our commitment to making travel more accessible and rewarding for Filipinos.”

AirAsia Philippines recently partnered with the Department of Tourism to promote the Philippines as a Muslim-friendly travel destination.

Singapore – The Singapore Economic Development Board (EDB) is positioning the country as a reliable and safe place for businesses in a new global campaign in collaboration with The Secret Little Agency (TSLA).

Amidst global concerns about inflation, geopolitical tensions, and volatility, EDB and TSLA’s campaign showcases how businesses can invest in Singapore for stability. The campaign film sets Singapore apart from other parts of the world, tapping into the country being ‘predictable’ as an asset. 

TSLA and EDB have been collaborating since 2014, with the latest global campaign marking the preservation of their relationship.

The campaign is set to run across North America, Europe, and Japan, with Mindshare handling media buying and amplification.

“Singapore’s safe and reliable business environment lets businesses do what they do best – innovate, take risks, and make bold moves to succeed in today’s volatile world. We wanted to highlight this juxtaposition in a fresh and striking way; working with The Secret Little Agency, we were able to do just that. We’re already planning the next phase of this campaign, and we’re excited to work with such a wonderful creative partner on building the Singapore business brand,” Sim SzeKi, senior vice president and head of brand, marketing and communications at Singapore Economic Development Board, said.

Nicholas Ye, co-chief creative officer at The Secret Little Agency, commented, “We fell in love with companies that were leveraging Singapore’s well-known value proposition, built around trust and stability, to create groundbreaking, often risky and ambitious innovations. The entire campaign is built off these very real contrasts that we know global C-suites and companies such as Salesforce see and value in Singapore.”

Recently, Salesforce pledged a US$1b investment in Singapore, recognising it as a significant growth market for the company.