Tag: Marketing

Singapore – Creative agency We Are Social has been appointed to spearhead global fashion brand H&M’s creator strategy and engagement in Asia.

We Are Social’s remit encompasses strategy development, end-to-end content creator management, and local market research. The agency will manage the account from its regional hub in Singapore, ensuring collaboration with local teams for effective execution.

The appointment adds H&M to We Are Social’s roster of clients, which includes Samsung Mobile, HBO, UOB, and Ferrari.

Elin Sandberg, head of marketing at H&M East Asia, commented, “We have a passion for engaging with our community of fashion aspirers, and we know that content creators are a key source of inspiration for them. As H&M continues to elevate our brand experience across East Asia,  we are happy to partner up with We Are Social to help us engage and connect with the content creators our customers love.”

Nai Yen Wang, managing director of We Are Social Singapore, said, “We are delighted to partner with H&M to amplify the brand’s presence with a carefully curated mix of content creators in its key markets. Asia is home to some of the most active consumers of social media content, making it critical for brands in this region to have a robust influencer strategy in place as part of their marketing mix.”

Malaysia – As a key player in Southeast Asia’s digital economy, Malaysia is driving retail and e-commerce innovation through data-driven strategies and emerging technologies. With consumers demanding personalisation, seamless payments, and omnichannel convenience, brands must leverage automation, predictive analytics, and partnership marketing to stay ahead.

To equip retailers and e-commerce players with the insights and tools needed to navigate this dynamic landscape, MARKETECH APAC, in collaboration with its sister publication UpTech Media, is proud to announce the inaugural Retail & E-Commerce Innovation Marketing & Tech Summit: Malaysia 2025. Taking place on 22 May 2025 at Sheraton Petaling Jaya, this conference will bring together the brightest minds in retail and e-commerce for an immersive experience that fosters knowledge-sharing, collaboration, and future-ready strategies.

As the first event in a new series, ‘Retail & E-Commerce Innovation Marketing & Tech Summit: Malaysia 2025’ sets the stage for industry leaders to explore the latest solutions, tackle real challenges, and seize new opportunities in Malaysia’s booming market. The conference will feature expert-led keynotes, engaging panel discussions, roundtables, fireside chats, and networking sessions—all designed to help businesses redefine their approach to retail and e-commerce success.

Leading the charge in these insightful discussions are industry experts, including:

  • Low Ngai Yuen, Chief Merchandise & Marketing Officer at AEON
  • Siew Lai Wong, Chief Marketing Officer at BIG CARiNG Group
  • Anand Taparia, Regional Senior Director of Marketing for MY, BN, SG, and ID at Colgate-Palmolive
  • Sreeratha Govindasamy, Head of Customer Care at Philip Morris International
  • Evelyn Lee, Head of Marketing at Secret Recipe Cakes & Cafe Sdn Bhd
  • …and many more to be announced!

Joven Barceñas, founder at MARKETECH APAC, said, “Malaysia’s thriving digital economy is setting the stage for a new era in e-commerce, where innovation isn’t just an advantage—it’s the driving force. Using this foundation forward, our two media platforms, MARKETECH APAC and UpTech Media—focused on marketing and technology, respectively—reinforce our commitment to navigating both fields and help businesses stay ahead in critical e-commerce conversations and innovation.”

The ‘Retail & E-Commerce Innovation 2025 Series’ will expand to more 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 Zyra Capilastique at [email protected]; and for registrations, reach out to Elieza Bombane at [email protected]. 

Singapore – The Energy Market Authority (EMA), a regulator and facilitator of energy development, has tapped WE Communications as its communications agency of record. The appointment comes after a competitive pitch.

As part of the partnership, WE Communications will develop strategies for EMA’s campaigns focused on its efforts to decarbonise Singapore.

The partnership will focus on enhancing public awareness of Singapore’s energy transition, especially of the ‘energy trilemma,’ which balances security, affordability, and sustainability.

EMA’s decarbonisation efforts are part of Singapore’s goal of achieving net-zero emissions by 2025.

“WE Communications stood out with their integrated and creative approach to help drive our vision for a sustainable energy future. Their team demonstrated an understanding of complex energy transformation challenges, and we look forward to working with WE to champion meaningful conversations that will help lift awareness and understanding of Singapore’s energy landscape,” Juliana Chow, director of corporate communications at EMA, said.

“I’m excited that we get to help drive Singapore’s energy story in such a pivotal time. Our ability stands behind the nation to contribute to this collective vision of a sustainable Singapore is important and I’m glad we can play a big part in helping Singapore move in that direction. This reflects our ongoing commitment as an agency to advocating for the Singapore story,” Daryl Ho, managing director at WE Singapore, commented.

Singapore – Singtel has launched an AI-driven storytelling campaign celebrating Singapore’s 60th year of independence. The campaign, titled ‘Project NarrAItive,’ highlights how technology can eliminate language barriers among generations.

In a four-minute film, Singtel features its employees and their families to tell the legend of Pulau Ubin, a folktale set in pre-colonial Singapore. Each participant narrated the tale in their native language.

Through AI, the narrated story was translated into other languages. The film, accompanied by an accurate dub and lip-sync animations, maintains the participants’ natural tone and style. The dub aims to allow older generations to connect with their younger relatives speaking different languages.

Project NarrAItive features the languages English, Chinese, Malay, Tamil, Teochew, Hokkien, and Malayalam. This reflects Singapore’s diverse languages.

The project was made in collaboration with Hogarth and Ngee Ann Polytechnic’s School of Film & Media Studies. It used AI-powered voice generation, lip-syncing, and generative art technology for authentic multilingual storytelling. Various AI tools were also used for voice-to-voice analysis, AI avatars, voiceovers, and custom imagery.

Throughout the production process, Singtel maintained its commitment to data security and privacy through compliance with protocols.

Lynette Poh, head of marketing and communications at Singtel Singapore, said, “We wanted to celebrate the rich cultural tapestry that defines Singapore and highlight Singtel’s commitment to building bonds and connections using cutting-edge technology this SG60.  Many of the family members who watched the film, teared seeing their onscreen parent or grandparent communicate so seamlessly in a language they understood and felt a strong sense of connection to them, like never before. We see AI as a powerful enabler, that can help us to bridge communication gaps and build strong bonds among communities.”

Singapore – Retail sales during Ramadan 2024 have jumped by 16% in Southeast Asia (SEA), according to a report from commerce media company Criteo.

Malaysia led the retail sales increase in the region at 21%, while Singapore saw a 7% climb.

Despite the overall sales surge in SEA, the report sees a drop of 11% in Indonesia’s online sales, signalling shifting consumer preferences. However, sales in Indonesia boomed by 74% towards the end of the period.

In SEA, the last two weeks of Ramadan witnessed an 8% jump, peaking at a 28% increase on April 4. 

Particularly, religious and ceremonial items had high demand with a 63% sales increase across SEA. Apparel and accessories also saw a 23% climb, which reflects the tradition of buying new clothes for Eid.  Food, beverages, and tobacco sales also increased by 19% amidst the celebrations.

Meanwhile, despite a decrease in travel during the Ramadan period, online travel bookings saw a 29% year-over-year increase.

Additionally, many consumers began seeking products around 20 days before purchasing them, indicating a need for early campaign strategies.

“Ramadan is a crucial shopping period where consumer behaviours change dramatically, offering a golden opportunity for marketers. A well-planned strategy is essential to tap into this heightened consumer intent and drive significant results,” Taranjeet Singh, managing director of venture markets APAC at Criteo, said.

Singapore – Snigdha Nandan, most recently the director of B2C and digital marketing for APAC at Mastercard, has taken a new role as the executive director and global head of digital marketing at Standard Chartered. In a conversation with MARKETECH APAC, Snigdha mentioned that she will lead all digital marketing initiatives for the brand’s top markets in the Wealth and Retail Banking (WRB) space.

“This includes driving global marketing campaigns at scale, optimising performance marketing efforts for our key consumer segments and driving a digital transformation initiative that enables us to champion personalised marketing campaigns across the consumer lifecycle. I also lead marketing analytics and effectiveness in my role,” she explained.

In her recent role at Mastercard, she played a pivotal role in shaping brand marketing, paid media, performance marketing, and social media strategy across Asia-Pacific. She spearheaded strategic B2C marketing programs to expand consumer engagement in key passion areas such as travel, culinary, sports, music, and gaming.

Moreover, she also played a key role in the global launch of Mastercard Gamer Xchange and introduced AI/ML-powered solutions like the Digital Engine in Asia.

Prior to Mastercard, Snigdha spent 10 years with PayPal, and held several key leadership roles across consumer and B2B marketing, driving strategic initiatives in international and regional markets. Moreover, her expertise in strategic partnerships, performance marketing, and cross-border commerce played a crucial role in strengthening PayPal’s market presence across diverse regions in APAC.

Speaking on how her past experiences will play out in her new role at Standard Chartered, Snigdha said, “With my almost 14 years of marketing experience in the fintech and payments space, I have a lot of learnings to take to my new role at Standard Chartered. I have worked across different players in the financial services ecosystem now–from a wallet, to a card network to now an issuer/bank.”

She added, “These organisations often work in partnership to meet a consumer’s financial needs. For example, the affluent customer segment has been a common one across various roles and I have seen these segments’ digital behaviours over the years. That, in my opinion, is definitely an advantage. I also carry my 14 years of experience in digital marketing to drive excellence as a subject matter expert.”

She joins Standard Chartered ahead of the rollout of the brand’s ‘Now’s your time for wealth’ campaign, which she was a part of. The campaign, done in collaboration with Publicis Groupe Hong Kong and Singapore, delivers a compelling message: “The cost of waiting could mean falling short of one’s wealth ambitions.”

When asked about what lies ahead for her role at Standard Chartered, she stated, “One month into my role,  I am amazed to see the innovation that is happening in the bank and in the financial services space. The way Standard Chartered is innovating with its products to provide more tailored solutions, creating seamless onboarding journeys for customers, driving personalisation across channels, and quickly adopting tools and technology backed by AI to drive this personalisation is impressive.”

She added, “The Digital Transformation initiative that I will lead will be another step in future-proofing our marketing campaigns. There’s a lot more to come.”

Singapore – Food manufacturing company Kellogg’s has appointed digital content agency Greenpark as its regional social media partner in Southeast Asia.  The partnership aims to accelerate Kellogg’s presence in the region, specifically in Indonesia, Malaysia, Singapore, Thailand, and the Philippines.

As Kellogg’s partner, Greenpark will execute engagement strategies that blend the brand’s global vision with localisation. While ensuring brand consistency, the agency also considers local preferences and cultural nuances in its approach.

The agency, leveraging market insights and expertise, aims to deliver impactful campaigns for Kellogg’s. Greenpark’s campaign strategies will be aimed at millennial moms and families, highlighting Kellogg’s health benefits alongside its taste.

As part of the partnership, Greenpark will also optimise its data-driven campaigns and integrate the audience’s search behaviour insights.

“Winning key accounts like Kellogg’s is a fantastic start to the year! I’m incredibly proud of the team. This success underscores our deep understanding of the evolving search landscape and our ability to create impactful content that resonates with consumers. We’re committed to delivering value by crafting content that truly matters and drives results for our clients,” Fe Husaint, managing director at Greenpark APAC, commented.

“I want to express my sincere gratitude to the Greenpark team. Despite facing holiday constraints and a tight deadline to launch in 2025, they delivered exceptional work with incredible speed and depth. This account ventured into new territory for Greenpark, yet their insights and understanding were profound. The team grasped our long-term vision for Southeast Asia with remarkable clarity and presented highly relevant solutions—exceeding our expectations,” Jessa Rena, Kellogg’s commercial lead, said.

Philippines – Atome Financial, a digital financial technology platform under Advance Intelligence Group, has secured a US$80m credit facility to fuel its growth in Southeast Asia. The investment comes from a consortium of lenders, with a private credit fund managed by BlackRock and Innoven Capital adding to EvolutionX Debt Capital’s existing tranche.

The expanded funding reflects investor confidence in Atome Financial’s performance following its significant revenue increase in the previous fiscal year. The company also achieved operational efficiency through generative artificial intelligence.

Atome Financial operates the Atome Buy-Now-Pay-Later service and Kredit Pintar, an Indonesian digital lending platform.

Through the investment, Atome Financial is set to strengthen its business in 2025.

Atome Financial has previously partnered with HSBC for a US$200m credit facility, fuelling its initiatives for financial inclusion in the region.

Celia Yan, head of APAC private credit at BlackRock, said, “Southeast Asia is one of the fastest growing regions in the world where we see attractive private credit investment opportunities. Atome Financial has established itself as a leading fintech player in Southeast Asia, and we look forward to continuing to support their accelerated expansion.”

Yik Ley Chan, Southeast Asia private credit lead at BlackRock, commented, “Atome Financial has strategically positioned the business over the past few years and achieved a strong track record. We are pleased to be part of this investment and look forward to long-term collaboration with Atome Financial as their business embarks on the next phase of growth.”

“We are thrilled to partner with Atome Financial, one of the leading players in the industry, and look forward to building a strong and successful relationship. This collaboration underscores our unwavering commitment to supporting high-growth companies in the region,” Ben Cheah, partner at Innoven Capital SEA, said.

Andy Tan, chief commercial officer of Atome Financial, said, “We are incredibly excited and honoured to welcome BlackRock and InnoVen Capital as our new lending partners. Their participation is a testament to our continued operational excellence, market leadership and remarkable business momentum, which is expected to accelerate in 2025. This facility will help propel the growth of our expanded product suite, strategic partnerships and profitable regional portfolio to better serve the diverse financial needs of consumers across key Southeast Asia markets including Singapore, Malaysia, the Philippines and Indonesia.”

Singapore – The mobile app market is seeing a resurgence in 2025 amidst an e-commerce boom, according to a report by measurement and analytics company Adjust.

Adjust’s report highlights a 26% year-on-year app install growth in 2024 across APAC, a rebound after a dip in 2022. The growth is particularly led by e-commerce, indicating a trend in finding and purchasing products efficiently.

As data privacy regulations remain a concern, the report sees an increase in the adoption of privacy-first technologies. Artificial intelligence real-time contextual insights are also making decision-making more efficient for users.

Meanwhile, Adjust’s report also emphasises an increased user trust in personalised ads as it sees a climb in app tracking transparency opt-in rates. The highest opt-in rate is observed in gaming at 39%, while e-commerce and shopping apps trails behind at 35%.

Gaming app installs are dominated by hyper-casual games, which represent 27% of total installs.

Banking and crypto apps are also on the rise, with a 41% year-on-year increase in APAC. 

“In 2025, the mobile landscape will be defined by the extensive use of AI to create high-quality content, with AI-driven automation of production processes significantly enhancing consumer mobile applications through personalized user experiences,” Andrey Kazakov, CEO of Adjust, said.

“The trend of products built cross-platform will continue unabated, with mobile web playing a valuable role in growth strategies by enabling seamless transitions between mobile web and native apps,” Kazakov added.

“As mobile usage continues to thrive across APAC, fueled by the growing adoption of AI, it is crucial for marketers to harness this momentum by refining their campaign strategies and delivering personalized user experiences,” April Tayson, regional vice president for INSEAU at Adjust, commented.

“Our data highlights that markets such as Indonesia, Malaysia, Vietnam, the Philippines, Singapore, and India are spending significant time on different apps, offering businesses immense opportunities to drive growth and engagement in the years to come,” Tayson added.

Singapore – Insurance company AIA Singapore has teamed with Mandai Wildlife Reserve’s Rainforest Wild Asia, set to open on March 12. As part of the collaboration, AIA Singapore announced its partnership of a playground and tapir habitat in the park. 

Promoting healthier lifestyles and wildlife conservation, AIA Singapore has sponsored the AIA Vitality Bounce within the wildlife park and a habitat of two Malayan tapirs.

The AIA Vitality Bounce is a space for dynamic play and physical activity, immersed in nature. While promoting physical activities, it also allows social social interactions and supports mental welfare of visitors of all ages.

AIA Singapore’s move is part of its effort to foster social and environmental impact. It reinforces its AIA One Billion initiative, which aims to empower one billion people to have healthier, longer, and better lives by 2030.

Starting March 12, all AIA customers can enter Rainforest Wild Asia with discounted tickers during certain periods.

“AIA Singapore is delighted to be a part of the exciting opening of Rainforest Wild Asia, through the sponsorship of the AIA Vitality Bounce and the habitat of the two beloved Malayan tapirs. In our increasingly digital world, taking time to immerse ourselves in nature is more important than ever. We hope that through this initiative, we provide everyone with a space to disconnect, cultivate deeper relationships with nature and loved ones, and to be inspired to protect our wildlife,” Wong Sze Keed, chief executive officer at AIA Singapore, said.