Tag: Marketing

Singapore –  Creative agency We Are Social has appointed Naiyen Wang as its managing director for Southeast Asia (SEA). 

Prior to the appointment, Wang led as We Are Social’s managing director for Singapore for a year. Expanding her focus, Wang will oversee the agency’s operations and lead its strategies in SEA. 

Wang first joined the agency in 2022 as head of account management. She has also held leadership roles as regional business director for DDB and MullenLowe Group.

Recently, We Are Social announced the appointment of Toby Southgate as its global group chief executive officer.

In February, We Are Social teamed up with Meltwater for a report, which found a 4.3% increase in the number of social media platforms that Singaporeans use monthly compared to last year.

The agency also recently secured global fashion brand H&M’s creator strategy remit in Asia, adding the brand to its roster of clients.

Philippines – Beauty brand Dove is advocating for body positivity among Filipina athletes in its latest International Women’s Month campaign.

Dove’s campaign spotlights ‘The Invisible Game’ of a usually underrepresented sector: women in sports. It highlights female athlete’s battles, especially their struggles with body insecurity, and empowers them to continue their sport.

The campaign video underlines these hidden battles, juxtaposing their moments of triumph and personal struggles. Featuring professional Filipina athletes Michelle Cobb, Inna Palacios, and Sofia Gonzalez, the digital video encourages its viewers to help uplift women amidst ‘The Invisible Game.’

Continuing its efforts to foster body positivity, Dove showcased over 60 Filipina athletes and their bodies that power their wins. The initiative turns their insecurities into ‘Invisible Wins,’ helping female athletes embrace their bodies.

Additionally, Dove has teamed up with Atleta Filipina, an organisation dedicated to empowering young female athletes in the Philippines. Through the partnership, Dove and Atleta Filipina hosted a ‘Spartans Boxing Club’ event on International Women’s Day, catering to young athletes.

Dove and Atleta Filipina is also set to launch the first season of a new digital interview series, celebrating Filipina athletes and their sports victories. The series, titled ‘Atleta Filipina: She Speaks,’ is bringing in guest athletes to share their battles along with their wins to inspire other athletes in their journeys.

“Dove is unwavering in its commitment to do the work in keeping every woman seen, heard, and celebrated—especially as we aim to uplift the Filipina athlete community by shedding light on an issue that has long since plagued our female athletes. Our efforts will not end in March, and we see this as just the beginning of creating a better, stronger, more visible community of Filipina athletes in the future,” Shantel Gruenberg, assistant brand manager for Dove Deos, said.

Singapore – HSBC Singapore has unveiled an exclusive international lifestyle and entertainment platform designed to elevate the experiences of its Premier Mastercard cardholders. 

The platform offers entertainment experiences in Southeast Asia (SEA) and the United Kingdom (UK), catering to the lifestyle needs of Premier customers.

The launch enhances HSBC’s Premier offering for its affluent customers, providing tailored experiences that meet their health and wealth needs. 

Leveraging Mastercard’s partnership with entertainment company Live Nation, HSBC Premier Mastercard holders can enjoy various benefits, including priority access to concerts and shows in SEA and the UK. They can also enter select shows in the UK and meet international artists with a VIP experience.

The platform’s debut will feature comedian Russell Peters as its first exclusive offering. Peters is bringing his ‘Relax World Tour’ to The Star Theatre on April 11, 2025. 

Additionally, HSBC Premier Mastercard cardholders will gain access to presales for highly anticipated events, such as Lady Gaga and BABYMONSTER’s Singapore shows.

“We are committed to delivering delightful experiences for our customers that go beyond traditional banking services, opening up a world of opportunities for them. The growing appetite for premium entertainment experiences is clear, with our Premier Mastercard customers showing increased interest and spend in international entertainment,” Ashmita Acharya, head of international wealth and premier banking in Singapore, said.

“Tapping our strong international connectivity, we are excited to build up our suite of international lifestyle privileges and curated experiences for our customers, from dining to travel and entertainment, to complement their globetrotting lifestyles as they seek out unique experiences,” Acharya added.

Julie Nestor, executive vice president of marketing and communications in Asia Pacific at Mastercard, commented, “People today are focusing their attention and precious resources on what makes them feel good — their passions. In Singapore, music ranks among consumers’ top five passions, with most (69%) music lovers wishing that brands did more to acknowledge and incentivise them for indulging in their passion with perks like credit card rewards, immersive live music experiences, and access to pre-sale tickets.”

“To give the people what they want, Mastercard is delighted to partner with HSBC Singapore to offer cardholders exclusive access to incredible entertainment, music experiences and benefits, all in one place, through priceless.com/HSBCSG,” Nestor added.

Advertising is increasingly being shaped by Artificial Intelligence (AI). Particularly, it is changing programmatic advertising, for the right reasons. 

The rise of advanced advertising technologies has streamlined many processes, particularly in the diverse and complex Asia-Pacific (APAC) region. With each market in APAC presenting unique challenges, these innovations have enabled advertisers to navigate and optimise their strategies more effectively.

In MARKETECH APAC’s latest What’s NEXT in Marketing interview, Joyce Seah, Head of Client Success, APAC at Quantcast, explores the role of AI in programmatic advertising. She highlights how technology is transforming essential processes, enabling marketers to succeed amidst the highly nuanced APAC market.

Impact of AI on programmatic advertising 

“AI is no longer just a buzzword, it is reality,” says Joyce. All executions and activations in the marketing landscape are integrated with it, ultimately enhancing every part of the process brands use to engage with their prospects and customers.

One of the largest impacts AI has made is normalising hyper-personalisation. This used to be merely a goal for advertisers before, but is now achievable with relative ease.

“AI and machine learning is enabling advertisers to deliver highly tailored messages to individuals, and this is also something individuals have come to expect,” she said.

Essentially, advertisers today can create more relevant marketing experiences using accurate insights about their audiences’ interests, reach them on platforms they natively use, and deliver seamless messaging while adhering to global consumer privacy laws.

“We’re able to leverage real-time data to predict user preferences, and this is paramount because we know users change their preferences ever so often,” Joyce explained.

And it’s not just in advertising, technology is enabling teams to be more efficient in their jobs. According to a Deloitte Gen AI survey, 80% of Gen AI users said that it’s improved the speed at which they can complete tasks; leading to time savings of approximately 6.3 hours per week, for example.

“With AI and machine learning, we’re able to free up a lot of these people’s time to do actual creative and strategic work because we’re going to be able to remove a lot of the manual lever pulling,” she said.

Navigating APAC’s cultural nuances is key

While AI makes targeting easier, advertisers in the APAC region must take into account the region’s nuances if they are to use it effectively.

“When working in the APAC region, brands should consider localising creatives and messaging to align with the regional preferences for greater advertising impact,” Joyce said.

“Brands also have to realise that there isn’t a one-size-fits-all approach when it comes to APAC, because of language and cultural differences,” she added.

As an example, Joyce shares how visual storytelling strategies would most likely resonate with audiences in Southeast Asia (SEA) and Australia, while those in Japan and South Korea would prefer direct messaging. 

“They will need to take a tailored approach which includes exploring and adopting technologies that can help them unify their marketing tactics and measurement efforts, including programmatic,” she said.

Drivers of innovation in APAC

Joyce also points out other ways in which APAC is leading innovative thinking for the rest of the world, for instance with the significant use of mobiles in the region.

“In APAC, especially in Southeast Asia, high mobile penetration and preference for mobile-first internet usage are the drivers of innovations behind mobile advertising technologies. Because of that, we are setting trends that influence mobile ad strategies globally,” she explained.

Joyce points to the popularisation of super apps as an example, citing the success of Grab and Gojek in SEA. Additionally, she comments on the proliferation of retail media networks.

“It’s part of our daily life. Consumers are more and more mobile in this region. Live commerce and retail media networks are part of our ecosystem now, we realise it’s one and the same,” she said.

In essence, the future of programmatic advertising lies in advertisers’ understanding and adaptability in markets that are increasingly becoming more bespoke, dynamic and customer-centric. 

“Using AI and machine learning is going to help advertisers in APAC uncover deeper insights into our very diverse cultural background, understand diverse consumer behaviours and therefore be able to generate and develop hyper-targeted campaigns that resonate across this very complex but wonderful region,” Joyce said.

While the highly nuanced cultures of APAC present challenges alongside opportunities, advertisers can gain an edge by harnessing technologies towards the right goal. Ultimately, most businesses aim to forge stronger connections with their audiences, and AI is one way to make the process easier as the media industry becomes more complex and diverse to navigate.

To view the full discussion, watch the video interview here:

Philippines – SM Supermalls is advocating for a waste-free future through its nationwide ‘Trash to Cash’ (TTC) initiative, where people can exchange recyclables for cash. 

The program led to SM Supermalls collecting over 12 million kilograms of waste in 2024, generating a total of more than P28m earnings for participants.

TTC is part of SM Supermalls’ ‘Waste-Free Future’ campaign, which has been running since 2007. It promotes proper waste segregation and recycling while enhancing environmental awareness. The financial benefits also empower communities.

SM Supermalls nationwide hold the TTC every first Friday and Saturday of the month, making it convenient and accessible for individuals to participate.

Drop-off points are spread across 87 malls in the Philippines, where customers can dispose of papers, plastic bottles, and other recyclable waste.

More than reflecting SM Supermalls’ sustainability strategies, it also allows individuals to contribute to the circular economy and eliminate waste pollution.

“TTC is more than just a recycling program—it’s a movement that enables communities to turn environmental responsibility into real opportunities. By participating, people not only contribute to waste reduction but also gain financial incentives, proving that sustainability can be both impactful and rewarding,” Steven Tan, president at SM Supermalls, said.

Singapore – E-commerce platform ZALORA is blending style into modest wear in its ‘ZALORAYA 2025’ campaign. The new campaign is redefining modest wear in the midst of Ramadan, weaving modernity with tradition.

‘ZALORAYA 2025’ builds on the Ramadan tradition of donning festive attire for family gatherings.

Through a short film, ZALORA captures a stylish family wearing its curated collection, turning heads within their neighbourhood. The feature film incorporates humour through characters like a social media sensation grandma and a dad father clad in a contemporary biker look.

Employing an omnichannel strategy, ZALORA moves beyond the digital space to physical pop-up events in Malaysia, Indonesia, and Singapore.

ZALORA’s first-ever physical store will be set up in Kuala Lumpur, where a kampung-inspired fashion show will also be held. Its event in Indonesia will feature homegrown brands, tapping into the market’s national pride. Meanwhile, it will conduct a styling session in Singapore.

As ZALORA champions innovation, it is bringing back designer Syomirizwa Gupta with ‘Lé Chic Raya’ collection, fusing French and Malay heritage.

While promoting inclusivity, ZALORA is introducing plus-size clothes for men under ZALIA Basics. It also introduced an outfit series designed specifically for coordination between cats and cat lovers, called the Lubna Meow Series.

ZALORA’s new collections continue to promote sustainability using eco-friendly and timeless materials, ensuring that festive garments can maintain their wearability even outside of the Ramadan season.

“Fashion is about confidence, joy, and inclusivity. ZALORAYA 2025 celebrates this core cultural experience by offering stylish, accessible options for every family member,” Neha Bhasin, regional brand communications director at ZALORA, said.

Singapore – Zachary Lim has been appointed as head of IPG Mediabrands Singapore, the media holding company under Interpublic Group. His appointment is effective immediately.

Joining IPG Mediabrands from Wavemaker Singapore, where he served as managing director, Lim is taking on a network role as he leads agencies UM and Initiative.

Lim has over two decades of experience in marketing, media strategy, business development, and agency leadership. Prior to his tenure at Wavemaker, where he spent seven years, he also worked with Maxus Global and Havas Media.

Leigh Terry, chief executive officer of IPG Mediabrands APAC, said, “We are incredibly pleased to welcome Zachary to the IPG Mediabrands family. His proven track record in driving client success and fostering a culture of excellence aligns perfectly with our ambitions for the network. We are confident that Zachary’s energy and leadership of our standout teams here in Singapore will help elevate the operations to new heights.”

Lim commented, “I am honoured to take on a leadership role at IPG Mediabrands Singapore. The network’s commitment to innovation and client-centric approach resonates with my own professional values, and I look forward to collaborating with the talented agency teams here to deliver exceptional results for our clients.”

Singapore – 90% of Thai and Indonesian viewers prefer the quality of professional videos over social videos, according to a report from the Asia Video Industry Association (AVIA).

According to AVIA’s report, both markets believe that professional videos from over-the-top services such as Disney+, Netflix, TRUEID, Vidio and Viu are of better quality. 

The majority believes that these content captures attention more, and considers the time watching them better spent compared to user-generated content and social videos.

Viewers associate professional videos with stronger emotions, while users generally feel more negative emotions when watching videos on social media.

Additionally, the report found an increased adoption of Smart TVs, signalling more opportunities for advertisers to leverage Connected TV advertising. This also shows a potential for advertisers to explore the OTT landscape.

The research was conducted by Milieu Insight in November 2024.

“In Indonesia, a 10% higher brand recall and purchase intent from OTT advertising campaigns underscores the platform’s growing impact, encouraging more brands and agencies to diversify their media strategies. The momentum in CTV OTT advertising is equally promising, with Vidio’s 150-minute average daily watch time offering advertisers access to a high-quality audience and premium inventory,” Hermawan Sutanto, managing director at Vidio, said.

David Sky, director of advertising solutions at TRUE Digital Group, commented, “At TRUEID, we are dedicated to providing premium OTT services that deliver high-quality professional video content to our viewers in Thailand. We are heartened that almost 9 out of 10 consumers surveyed wholeheartedly agree that premium services out-deliver on quality. And with the increasing adoption of Connected TVs, the time is now for advertisers and brands to take advantage of the increasingly engaged audience on premium OTT.”

“The power and opportunity of premium OTT services in Indonesia and Thailand are significant. This study clearly demonstrates the value these services offer to both consumers and advertisers. We believe this is a call to action for advertisers to leverage the unique advantages of premium OTT,” Louis Boswell, chief executive officer of AVIA, said.

Singapore – YouBiz, YouTrip’s financial platform, is teaming up with TikTok for Business to boost its financial and advertising solutions for businesses in Singapore.

The strategic partnership aims to offer solutions tailored for local businesses, driving their e-commerce growth. YouBiz and TikTok for Business intend to help them maximise their marketing and advertising ROI while optimising their operations.

Joining forces, the companies are introducing a cashback scheme to provide more resources to e-commerce businesses. Through the partnership, TikTok advertisers can receive up to US$100 in ad credits, which can be used for campaigns. Businesses can also receive more cashback on TikTok through YouBiz.

The partnership reflects the companies’ commitment to empowering e-commerce businesses in the market. It was announced during a joint event where speakers shared insights on creating effective marketing campaigns while using digital and financial platforms.

YouBiz offers an expense management platform where businesses can streamline their financial processes, making payment processing, tracking, and reporting efficient.

TikTok for Business is a platform that enables businesses to manage solutions for short-form videos, allowing them to market products and services on TikTok.

“Singapore’s e-commerce landscape presents immense growth potential, yet businesses need more than just access to the market—they need the right strategic tools and comprehensive support to truly unlock their success,” said Benedict Khong, general manager of YouBiz, said.

“This partnership with TikTok for Business is designed to bridge that gap. By seamlessly integrating YouBiz’s innovative financial solutions—such as multi-currency accounts, unlimited 1% cashback on all expenditures, and cost-effective remittance services—with TikTok’s dynamic advertising platform, we are empowering businesses to not only survive but thrive in the fast-evolving digital economy, providing them with a distinct competitive advantage,” Khong added.

Thailand – PTT Station is tackling misinformation as it slams internet myths in its latest advertisement. The campaign was made in collaboration with digital agency Yell Worldwide.

The campaign, titled ‘They Said What?!’, brings online myths about PTT to life, debunking them head-on to fuel truth. It aims to deliver fact-based information about the brand.

Central to the campaign is the concept of personifying avatars and profile pictures to confront them about hearsay circulating online. Each individual represents a misconception about PTT’s fuel.

Beyond promoting PTT’s fuel products, the three-minute video aims to encourage consumers to make informed choices that are based on facts.

The concept of the campaign is based on how negative statements seen on the internet can often disconnect brands from consumers, leading to a distorted perception of the brand.