Tag: Marketing

Singapore – Community Chest, the philanthropy arm of the National Council of Social Service (NCSS), is encouraging Singaporeans to dream of an inclusive future in its latest film activation with DDB Group Singapore. The campaign aims to promote Community Chest’s SGSHARE donation drive.

SGSHARE, formerly known as SHARE, has been relaunched as part of the SG60 celebrations. The giving programme supports persons with disabilities or mental health conditions, children with special needs, at-risk youth, and families and seniors needing assistance.

Through the nationwide campaign, Community Chest and DDB are calling on Singaporeans to donate regularly through a subscription. The sustained donations will allow social service agencies to provide for communities in need.

The film spotlights the beneficiaries of the service, showing how they can be empowered to achieve their dreams. It features the song ‘A Million Dreams’ from ‘The Greatest Showman’ film, performed by the Voices of Singapore Children’s Choir and Voices of Singapore Starlight Voices.

The campaign has been released on TV, out-of-home, transit, digital, and social media content.

Jeff Cheong, CEO of DDB Group Singapore, said, “If Singapore’s history has taught us anything, it is that dreams can come true when we work together. Singapore was built on the dreams of our forefathers who dared to dream big, impossible dreams. Look around you, and you will see the reality of our dreams today. As we celebrate SG60, our hope is for Singapore to be a caring and inclusive society, one that carries people forward and no one is left behind.”

“In a world where most people have multiple subscriptions for entertainment and other services, why not subscribe to giving back and uplifting those in need. With this campaign, our hope is to inspire Singaporeans with visions of a world where anyone has the right to dream,” Cheong added.

“We are excited to collaborate with DDB and our social service partners for this meaningful campaign that the entire nation can be a part of. We hope that the film will inspire everyone to take action in this special SG60 year to support those in need – whether it’s through making a small donation or volunteering their time. Together, we can build a caring and inclusive Singapore, where everyone has the opportunity to realise their dreams, regardless of their starting points,” Pearlyn Tseng, director of communications at the NCSS, commented.

The entire proceeds of SGSHARE will be used to empower communities in need of assistance.

Thailand – Production house electriclime° has appointed Jason Heller as its executive producer for Asia amidst the company’s expansion to Thailand.

In his new role, Heller is set to oversee projects across Asia from its office in Singapore. He previously led the boutique production house Society. Prior to that, he also worked with 72andSunny, Droga5, Grey, and Johannes Leonardo.

Throughout his production experience, including in Los Angeles and New York, Heller has worked with major brands such as Google, Amazon, and Uber.

With the expansion, electriclime° is extending its production solutions to Bangkok, recognising it as a growing production hub in Asia.

electriclime°’s client portfolio includes Kia, Sony, Marriott, and Hyundai.

Heller commented, “I am thrilled to be joining electriclime°. It’s an honour to work alongside such an incredible team of filmmakers, artists, and talented individuals who consistently strive for excellence and push creative boundaries.”

“We’re thrilled to have Jason join the electriclime° team as we continue to expand and solidify our presence in the Asian market. His expertise will be invaluable in driving our vision forward,” Michael Ahmadzadeh, electriclime° co-founder, said.

“The opening of a Bangkok office adds to our strategic expansion to complement our existing global presence. This move strengthens our global network but also allows us to better serve international brands and creative agencies. Having shot several high-profile projects in Thailand, by being on the ground in Bangkok it gives us the opportunity to provide even more top-quality production services to global markets and continue to bring artistic expression and commercial storytelling to a broader audience,” Ahmadzadeh added.

Philippines – Holding company Ayala Corporation has appointed four new leaders to drive business growth. The company has promoted Mariana Beatriz E. Zobel de Ayala and Mark Robert H. Uy to managing directors, and Jaime Alfonso E. Zobel de Ayala and Jaime Z. Urquijo to executive directors.

With the company recognising their capabilities to drive transformation, the new leaders will focus on strategic areas of Ayala’s business.

As the managing directors, Mariana is set to focus on Ayala Land’s leasing business while Uy is leading the improvement of Ayala’s portfolio of businesses. Mariana’s role includes reinventing the company’s malls and offices amidst a post-office era. Meanwhile, Mark is looking to nurture the long-term success of existing businesses while discovering new ones.

On the other hand, Jaime Alfonso is focused on raising Ayala’s standards for governance while fostering growth for ACMobility, Ayala’s energy vehicle platform.

“Each of our senior promotees represents Ayala at its best – purposeful, forward-looking, professional, engaged. They will help make for an even better Ayala as we look ahead to completing two centuries of building businesses that enable people to thrive,” Cezar P. Consing, Ayala Corporation president and CEO, said.

“Over its 191 years, Ayala has demonstrated a history of smooth leadership transitions anchored on thoughtful succession planning. The promotions of these four leaders are part of a deliberate, longer-term succession plan being implemented across the Group,” Francisco Romero Milán, chief human resources officer of Ayala Corporation, commented.

Recently, Ayala Land refreshed its hotels and resorts arm to Ayala Land Hospitality as it invested US$500 for its hotel expansion. 

Ayala is also focusing on its electric vehicle (EV) business as ADB finances its installation of charging stations in the Philippines.In January, ACMobility acquired Evro, 917Ventures’ EV charging network.

Philippines – Filipino artist Kim Chui’s face has been covered in Julie’s Bakeshop’s tarpaulins in a Davao City branch. This follows her delivery of a controversial spiel on a variety show, believed to be aimed at former Philippine president Rodrigo Duterte.

After photos of the incident went viral on social media, the actress shared photos of a letter penned by Julie’s Bakeshop along with goods from the brand.

Last week, Kim Chui faced backlash after her “deserve” spiel on ‘It’s Showtime’ was believed to be targeted at Duterte, who is currently under the custody of the International Criminal Court (ICC) due to charges of crimes against humanity during his drug war in the Philippines. 

Supporters of Duterte are believed to be behind the cover-up of the actress’ face on the tarpaulins.

Kim Chui has since addressed the controversy surrounding her spiel, explaining that she was merely reading from a teleprompter.

Duterte, known for his crackdown on drug dealers in the Philippines during his regime, previously served as mayor of Davao City for over two decades.

The Philippine National Police, acting on an ICC-issued warrant, arrested Duterte on March 11, 2025. Duterte was brought to The Hague with his lawyers and supporters claiming he was abducted.

The charges are related to the alleged extrajudicial killings during his presidency from 2016 to 2022.

MARKETECH APAC has reached out to Julie’s Bakeshop for more information on the incident.

Thailand – KFC has ignited a seemingly disastrous endorsement to promote the new ‘Buldak Dunked Wingz’ in collaboration with Publicis Thailand. 

Orchestrating a social media frenzy, KFC and Publicis Thailand teamed up with food influencer Bankii. In an advertisement, KFC unveiled the influencer’s unfiltered reaction as he tried the Buldak wings. Struggling to handle the spice, he threatens legal action against KFC if it airs the ad. 

As KFC continued to roll out the ad on major platforms, Bankii seemingly fought against it by warning viewers of the wings’ spice level. 

Still part of the stunt, Bankii also went on a talk show to fuel the controversy. 

KFC and Publicis Thailand used reverse psychology in their marketing stunt, using Bankii’s reaction to spark curiosity among viewers.Last year, KFC Thailand also released a campaign for its ‘Kai Jai Ded’ spicy popcorn chicken, highlighting the need for handkerchiefs to wipe tears from spiciness.

Philippines – Starbucks Philippines is placing female artists in the limelight in its latest campaign for International Women’s Month.

Featuring Filipino female artists behind its store artworks, Starbucks is releasing ‘#StrongLikeCoffee Conversations’ held at its Abad Santos Tondo Community Store. The chat underscores the artists’ journeys, empowering women in the art community.

‘#StrongLikeCoffee Conversations’ features artists such as Anina Rubio, Aze Ong, and Tara Soriano.

As part of the campaign, Starbucks has launched ‘#StrongLikeCoffee’ notecards that feature the artists’ works. The notecards are available exclusively at Starbucks Abad Santos Tondo and Starbucks Maysilo Circle Community Stores. 

A percentage of the proceeds from the notecards will be donated to the company’s nonprofit partners, supporting youth education.

“This International Women’s Month, we celebrate those who uplift and inspire. By bringing together talented Filipino artists and youth from our Community Store nonprofit partners, we’ve created a space for dialogue and empowerment. We believe that art, like coffee, connects us, sparks creativity, and inspires positive change,” Jamie Silva, senior marketing manager at Starbucks, said.

Singapore – Klick Health, an independent healthcare marketing agency, has acquired the Singapore operations of creative healthcare agency Ward6. 

Klick’s acquisition aims to expand the Singaporean health communications agency further, which is renowned in the healthcare marketing industry.

The acquisition also strengthens Klick’s capabilities in the Asia-Pacific (APAC). The addition to its client portfolio is part of the agency’s ongoing global expansion.

“We are proud to welcome our newest Singaporean Klicksters to the world’s largest and most integrated independent healthcare marketing agency, not to mention the most-awarded of all healthcare agencies last year. We’re also very excited to work with their impressive roster of pharmaceutical and consumer health clients to deliver even more expertise, passion, and value to their businesses,” Graeme Read, Klick Health managing director, APAC, said.

Ari Schaefer, Klick Health president, commented, “We’ve been focused on bringing the Klick magic to more life sciences clients in Asia Pacific since expanding here over two years ago. Ward6 Singapore has deep expertise in HCP marketing in the region and we are excited they are joining us to further scale our team and answer the growing demand we’re seeing from clients.”

“We are immensely proud of the work we have accomplished during our 14 years in Singapore. We were flattered when Klick leadership approached us and are delighted that our team will continue to excel as part of Klick Health and its expanded Singapore operations. Both our organizations share a commitment to fostering outstanding work environments and advancing the life sciences sector,” Stuart Black, Ward6 CEO, said.

Recently, Klick announced its acquisition of Peregrine Market Access, a communications specialist in life sciences in the U.S.

Klick, established in 1997, offers marketing and advertising along with other services to life sciences brands. Its headquarters is located in Toronto, Canada.

Philippines – Real estate firm Ayala Land has rebranded its hospitality arm, Hotels and Resorts Corporation, to Ayala Land Hospitality (ALH). The brand refresh comes as it boosts its expansion efforts in the Philippines, investing over US$500m over the next five years.

Relaunching its brand, ALH is positioning itself as a major player in Philippine tourism. As it bets big on the tourism boom in the country, ALH places importance on authentic Filipino experiences and sustainability.

By 2030, it aims to double its room inventory to 7,500, aligned with the country’s target of 12 million tourists by 2028. 

Focusing on its flagship properties, ALH is modernising Seda’s business hotels and upgrading its El Nido Resorts. ALH is also home to brands such as Huni, Lio, Raffles Makati, Fairmont Makati, and the upcoming Mandarin Oriental Makati.

George Aquino, chief executive officer of ALH, said, “As we chart a bold new course in hospitality, our vision is clear: elevate Filipino hospitality to the world stage. This means curating experiences that go beyond service—creating real connections between guests, places, and culture.”

Paloma Urquijo, chief creative officer, commented, “We believe in crafting unforgettable stays that celebrate both place and experience. Each property will showcase meaningful design brought to life by Filipino artistry and craftsmanship. We want guests to feel inspired, connected, and truly at home.”

Australia – Post-production house Heckler has named Steven Marolho as its managing director and executive producer. The appointment is effective immediately.

Marolho brings over two decades of experience in entertainment and advertising production, having held senior leadership roles at Technicolor, Moving Picture Company, and Digital Domain. Marolho worked across various markets including Australia, the United Kingdom, Greater China, and the United States.

Having worked with renowned production networks, Marolho has spearheaded business growth, talent development, and creative innovation. He leveraged his expertise in visual effects, post and live-action production, generative artificial intelligence, and immersive technology.

With his skills, he is set to contribute to Heckler’s success, positioning it as a leader in the industry.

Marolho commented, “Jamie Watson, Will Alexander and I all started in the industry over two decades ago, and I’ve always admired their passion for creative excellence and the incredible culture they’ve built as co-founders of Heckler. What drives me—at my core—is the people, both across the team and our clients.

“Having worked with Heckler on numerous projects, I’ve seen firsthand their commitment to innovation, collaboration, and craft. Stepping into this role is both an exciting opportunity and a natural progression, and I look forward to working alongside the leadership team to continue expanding Heckler’s global presence and fostering the culture that makes this company so special,” Marolho added.

Will Alexander, Heckler co-founder and CEO, said, “Steven is a strategic leader with a strong track record in team building and execution. Jamie and I have known Steve personally for over 20 years and have a huge amount of respect for him as a leader in our industry. We share a deep belief in the power of human capital and the paramount importance of culture in a growing creative network.”

“His expertise, particularly in managing studios across key global markets, will be instrumental as we expand Heckler’s footprint in Asia and the Middle East. His ability to navigate emerging technologies while delivering client-focused solutions makes him a rare and valuable addition to our team. We couldn’t be more excited to welcome him on board,” Alexander added.

Philippines – Antibacterial soap brand Defensil is spotlighting evolved germs in its latest campaign with advertising agency GIGIL. 

Ditching the prevalent concept of scary germs, the campaign’s ‘Germ Zs’ are taking over to urge Filipinos to change their soap. In lieu of frequently used fear-based tactics in soap commercials, Defensil and GIGIL have opted for a humorous strategy.

In a series of comedic films, the campaign portrays germs as having evolved to act like Gen Zs, stylish, tech-savvy, and having similar lingo and interests like dating and travelling.

While it incorporates humour, Defensil’s campaign is based on the scientific reality that germs are constantly evolving, suggesting that legacy soaps may no longer be effective against germs today.GIGIL has released multiple humorous campaigns in the past.

Recently, the agency’s OOH campaign with Skyro went viral on social media, with ‘Flexi-Billboards’ complementing Skyro’s offer of flexible loans.