Singapore – In spite of initial scepticism around the phase-out of third-party cookies, marketers in APAC are now more welcoming of this imminent shift as they acknowledge the opportunity of building even greater trust through the use of other data sources, particularly zero and first-party data. This was according to the latest data from customer engagement platform Twilio.
According to the data, 92% of marketers in the region believe that phasing out third-party cookies can help strengthen trust in advertising among consumers in the long run. Meanwhile, 84% of organisations in the region are advocating consumer data privacy and welcoming the phasing out of third-party cookies, and 49% of organisations in the region feel more prepared to ride off to the third-party cookie sunset than they were in 2021.
Furthermore, around 92% of marketers surveyed in APAC are already collecting zero-party data, primarily through surveys (58%), social media polls (52%), and email campaigns (51%).
Around 75% of marketers already have at least a basic understanding of the positive value of first-party data — among which include being more useful in personalising engagement, targeting the right customers, and providing more accuracy, flexibility, and control.
Lastly, the data also notes that the most pressing challenge in data collection amongst marketers in the region is customer resistance, necessitating a more refined approach to consumer data collection. Around 51% of marketers understand the value of first-party data in theory, but remain uncertain about applications in day-to-day operations. Despite these challenges, most organisations (58%) remain committed to exploring alternative ways of gathering consumer information and insights.
Nicholas Kontopoulos, vice president of marketing for Asia-Pacific & Japan at Twilio, said, “In the new consumer data revolution, it is critical that businesses rethink their approach to data to drive more impactful customer engagement. Trust is now the underpinning factor for marketing success, so brands need to be more transparent in communicating how they are using data to unlock meaningful value for consumers.”
Singapore – In today’s competitive landscape, programmable emails have emerged as a vital tool for brands in terms of communicating personalised communications with their users. By leveraging automation and customisation capabilities, programmable emails empower brands to engage with their audience in a targeted and efficient manner. By utilising dynamic content, brands can deliver personalised messages to customers based on their interests, purchase history, and interactions, fostering a sense of relevance and strengthening brand-consumer relationships.
In an age where many modern forms of communication channels are swiftly taking over, Geraldine Chen, Business Development Manager, MessageBird, notes that email remains to be one of the most effective channels of communication out there for marketers with an anticipated return of $42 for every $1 invested. Aside from the high sales return it generates, email marketing strategies can be built with personalization and privacy in mind.
But how can marketers utilise click-worthy email marketing? Chen offered these pointers at a recently concluded webinar with MARKETECH APAC and MessageBird: (1) Segment ruthlessly, (2) Make counter-intuition work, and (3) Keep your list active and engaged. She shared examples of over 15 ways in which you can segment your audience lists that are available on-demand here.
Meanwhile, marketing leaders Alrick Oh, vice president of marketing at Coinhako and Nancy Almasco, marketing director at FlowerStore.ph also chimed in with their learnings and experiences. Representing each of their industries, the marketing heads talked about their insights and tips for marketers in executing programmable email marketing campaigns that are effective, improve conversion rates, and build brand-consumer relationships. Moreover, they also discussed how marketers can replicate success in their programmable email strategies and what pitfalls must they steer clear of.
All in all, the webinar covered how to successfully boost email marketing strategies using competitive user data as well as humanising email campaigns with automation strategies.
This industry event on programmable email was the third and last episode of the three-part webinar series, Connecting the CX Dots in 2023, hosted in partnership with MessageBird.
If you missed going to the event, you may register HERE to obtain your on-demand access.
Sydney, Australia – Adaptive streaming tech platform SeenThis and demand-side platform (DSP) Adform have announced a partnership as they continue to strive to minimise carbon emissions from the digital supply chain while improving and modernizing the online ecosystem.
The partnership will help to drive further carbon emissions savings capabilities in the market, with SeenThis’ adaptive streaming technology reducing data transfer on ad campaigns when compared to conventional technology – helping brands and agencies not only to reduce the environmental cost of their digital campaigns but also making their ads load faster and ensuring higher performance.
In addition, Adform and SeenThis collaborate with Scope3 in their joint mission to help to devise best-in-industry approaches to enabling the reduction and measurement of carbon emissions when delivering display advertising.
Now working in partnership, SeenThis and Adform will offer high-quality user experience and improved outcomes for more brands while achieving a measurably lower data footprint in campaigns when compared to conventional delivery methods.
Steve Alpe, partnerships director for ANZ at SeenThis, said, “Adform has already shown itself to be a pioneer in sustainability and will now aim even higher by leveraging our technology, which streams ads in bite-sized pieces, only when in-view – thereby significantly reducing data wastage and associated carbon emissions, when compared to conventional download technology.”
He added, “Increasingly, brands are seeking to reduce negative impact on the environment through their media partners and choices. Fortunately, through the use of our groundbreaking technology, we are able to drive performance efficiencies and minimize emissions.”
Meanwhile, Naveen Angaru, head of customer success for APAC at Adform, commented, “We are producing great synergies as we continue on our shared mission of creating a more environmentally friendly marketplace. Increasingly, clients are choosing more sustainable publishers through the Adform DSP and, with SeenThis technology, we can help to drive less wasteful advertising.”
Hong Kong – Global financial services company Mastercard has recently launched a concept restaurant named ‘LUMA’ alongside Hong-Kong based F&B group LUBUDS within the 1881 Heritage site, a first for the company in Asia-Pacific.
Opening exclusively to Mastercard cardholders beginning 29 June, diners at LUMA can look forward to enjoying a tantalizing multi-course fusion tasting menu that will be designed – and constantly refreshed – by a rotating roster of LUBUDS Group’s acclaimed chefs. As masters of their craft, they will interpret the radiance and distinct flavours of Asian, Chinese and European favourites and signature dishes in their unique styles.
The name LUMA – an amalgamation of the words LUBUDS and Mastercard – is described by the brand as an uplifting and easy-to-pronounce name by speakers of many languages. A derivative of the word luminous, LUMA evokes light, radiance, and illumination. An apt name for a venue designed to spotlight the mastery of Hong Kong’s homegrown culinary talents while it also welcomes the electric energy that guest chefs will contribute, starting with the Michelin-starred Bjoern Alexander in August 2023.
The LUMA complex also houses multiple spaces: an elegant, intimate dining room that seats up to 60 people, a cocktail bar, a dedicated art space, and a breezy balcony overlooking Hong Kong’s spectacular skyline.
Raja Rajamannar, chief marketing and communications officer at Mastercard, said, “At Mastercard, we strive to bring people closer to their passions – and each other. Food transports us to new places, delivering unforgettable experiences as we explore different cultures and regions through taste. This is why we are thrilled to extend our culinary footprint with LUMA in Hong Kong, bringing truly special experiences to cardholders from around the world.”
Meanwhile, Louie Chung, group founder at LUBUDS Group, commented, “Since teaming up with Mastercard, it has been an honour to welcome Mastercard cardholders to dozens of LUBUDS venues across Hong Kong to enjoy special dining privileges, surprises, and priceless culinary experiences. Mastercard and LUBUDS are passionate about supporting Hong Kong’s economic and cultural revival and making a distinctive contribution to its dynamic food scene. With the launch of LUMA, we’re taking our collaboration to the next level to give culinary connoisseurs from around the world more of what they crave – the finest food and novel experiences in a stunning venue.”
Singapore –Eve Solomon has joined the team at Outbrain as its managingdirector of publisher business development in Asia-Pacific. In her new role, Solomon will be in charge of enhancing Outbrain‘s APAC supply operations by bringing her nine years of experience to the company.
She led a cross-functional team for four and a half years that was in charge of managing Outbrain’s international strategic accounts. Her strategic perspective and consultative style played a role in expanding the alliance beyond typical native placements and clearly demonstrating her contribution.
Speaking on her appointment, she said, “It’s truly a welcome return for me to be back in my home country and join the Outbrain APAC team.” She also stated, “Outbrain’s commitment to innovation while providing publishers the ability to maximise the impact of user engagement and loyalty is consistent across all markets. I’m excited to continue driving growth and building strategic relationships that deliver results for our publisher partners across APAC.”
Solomon will also take on the duty of building the development of Outbrain’s APAC supply business as part of her new role. She will accomplish this by establishing alliances with current, credible publishers. Solomon will also give proper resources and support a higher priority in order to strengthen Outbrain’s current APAC business.
Amrita de la Peña, managing director APAC at Outbrain, said, “Eve’s extensive experience and deep understanding of Outbrain’s operations will undoubtedly strengthen our collaborative efforts across APAC. Together, we will drive strategic partnerships, deliver exceptional services to publishers, and ensure mutual success in the dynamic digital advertising landscape.”
Meanwhile, Stephanie Himoff, EVP global publishers at Outbrain, commented, “Eve’s dedication, expertise, and passion for the industry make her a valuable addition to the APAC team. Her extensive experience on the publisher side, combined with her strategic mindset, will truly strengthen our relationships with publishers in the APAC region and drive mutual growth.”
Hong Kong – Global health and beauty retailer A.S. Watson Group has announced that they have signed an agreement with South Korean beauty brand Amorepacific to bring more K-beauty products for consumers in Asia.
According to Malina Ngai, CEO of A.S. Watson Asia and Europe, its partnership with Amorepacific started out in 2019, and have expressed great interest to take this partnership to new heights. Ngai also added that K-beauty product demand in Asia and Europe will continue to grow due to being lauded for use of creative ingredients combined with science-backed formulas.
“For the A.S. Watson Group, we recorded a strong double-digit sales growth for overall K-Beauty products in the 12 months. Leverage our extensive O+O (Offline plus Online) retail platforms across Asia and Europe, I am excited about this strategic partnership with Amorepacific Group to enable our customers to access and experience an even wider range of quality beauty products inspired by the beautiful Korean culture,” Ngai said.
She added, “We are also aware of the evolving needs of eco-conscious customers hence we will work together with Amorepacific to introduce clean beauty products that minimise environmental damage.”
Meanwhile, Sangmok Lee, president of Amorepacific Group, commented, “Through strengthening our partnership with A.S. Watson Group, we are poised to forge advantageous synergies between two industry leaders to effectively respond to the increasing diverse needs of customers in beauty care.”
Amorepacific signed a deal with regional e-commerce platform Shopee back in 2021 to bolster the beauty group’s regional reach in Southeast Asia.
Singapore – Around 61% of consumers in the Asia-Pacific region say they use various money-saving techniques when grocery shopping, and it is expected that more and more consumers in the region will do the same. This is according to the latest data from SaaS technology company Eagle Eye.
According to the report, 57% of the respondents are actively seeking out items for which there is an offer or promotion available, and 47% are much more aware of items on sale or promotion. In addition, 58% are leveraging existing loyalty programs more frequently to save money, and 54% seek out loyalty programs that can offer the most value and discounts.
With such an emphasis on finding and delivering value, it’s unsurprising that grocery store loyalty programs are top of mind for both consumers and retailers. The data also noted the trend of saving money also applies to various activities such as travelling less (54%), eating at home more (50%) and actively seeking out offers and promotions (54%).
Jonathan Reeve, vice president for APAC at Eagle Eye, said, “APAC consumers see grocery loyalty programs as a means to unlock tangible value, prioritising it over status, perks or earn rewards with other brands. It’s clear that if your loyalty program fails to deliver on the value proposition, shoppers will disengage. This is an opportune time for APAC grocery retailers to focus on effective offer delivery and management, tailored promotions integrated directly into their loyalty programs and more relevant and interactive loyalty platform experiences.”
He added, “Now is the perfect time for retailers to invest in capabilities that help them showcase the value of their loyalty programs to current and potential customers and increase existing member engagement. In fact, a staggering 76% of consumers say they have joined new loyalty programs or used their existing memberships more frequently this year.”
Singapore – Cannes Lions, the global festival celebrating the creative excellence of the marketing and advertising scene, has recently concluded. The event, which happened from June 19 to 23, has seen a slew of much-celebrated marketing and advertising campaigns conceptualised by brand and agencies across Asia-Pacific.
The APAC region has seen 114 Lions won, much greater than the 104 Lions won in 2022. Some of the leading markets that have submitted include India, Japan, and Australia.
Without further ado, these are the major wins from APAC brands and agencies this Cannes Lions 2023:
“The First Digital Nation” Client: The Government of Tuvalu Agency: The Monkeys, part of Accenture Song
Grand Prix – Titanium
Silver (Sustainable Development Goals) Planet > Climate Action
Bronze (Film) Innovation in Film > Screens & Events
“Phone It In” Client: Skinny Agency: Colenso BBDO
3X Grand Prix (Radio & Audio) Radio & Audio: Sectors > Consumer Services / Business to Business (each for the campaigns “Lawyer”, “Ad Agency”, and “Strip Club”)
Gold (Industry Craft) Copywriting > Outdoor
Gold (Media) Excellence in Media Craft > Use of Channel Integration
Silver (Radio & Audio) Innovation in Radio & Audio > Use of Radio or Audio as a Medium
Silver (Outdoor) Culture & Context > Breakthrough on a Budget
Silver (Direct) Channels > Use of Print / Outdoor
Silver (Media) Channels > Use of Audio Platforms (for “Skinny”)
Bronze (Radio & Audio) Culture & Context > Breakthrough on a Budget
Bronze (Direct) Excellence in Direct > Copywriting
“Machinegun Mouth” Client: Battleground Mobile India Agency: DDB Mudra Group
Bronze (Entertainment Lions For Gaming) Branded Content for Gaming > Audio-visual Content
“Play Has No Limits ft. Kenshi Yonezu” Client: PlayStation Agency: Six Inc.
Bronze (Entertainment Lions For Gaming) Branded Content for Gaming > Audio-visual Content
“The Taiwanese World of Warcraft” Client: World of Warcraft Agency: Dentsu Creative Taiwan
Bronze (Entertainment Lions For Gaming) Branded Content for Gaming > Audio-visual Content
“Kaguya by Gucci” Client: Gucci Agency: Dentsu Inc.
Bronze (Film Craft) Production > Use of Original Music
“The Movies That Made (From) Us” Client: Five Star Agency: BBDO Bangkok
Bronze (Social & Influencer) Social Content Marketing > Social Film
Hong Kong –Sandpiper, an independent consultant in public affairs and strategic communications in Asia-Pacific, has announced the appointment of Saskia Kendall as the firm’s new head of public Affairs for Asia-Pacific.
Her responsibilities as the head of public relations for APAC include directing a team of experienced public relations specialists stationed throughout the region. The team works with clients from a variety of industries, including energy, financial services, healthcare, and technology.
Saskia joined Sandpiper in 2019 and has been instrumental in increasing the firm’s healthcare and public affairs services in the region. Her 20 years of expertise in public affairs, public policy, and communications in Asia Pacific, Europe, and the United Kingdom make her an asset in her work as a trusted advisor to recognized firms and brands in the area.
Emma Smith, chief executive at Sandpiper, said, “In today’s complex and highly regulated business environment, where the touch points between companies and government are expanding rapidly, public affairs is an increasingly important area for businesses. Saskia’s advisory approach combines global experience with local knowledge of the Asia Pacific markets, to help our clients engage effectively with policy makers, experts, and other industry stakeholders. We believe our integrated communications and public affairs offering is a unique proposition in the region, to help navigate the risks and challenges businesses face.”
Speaking on her new role, Kendall commented, “I am thrilled to be taking on this new challenge within Sandpiper. Our public affairs work has grown exponentially over the last few years as clients look for a more holistic and integrated approach to managing their issues and opportunities. Our unique combination of sector knowledge, public affairs expertise, and research capabilities makes us an ideal partner to support them with this. I am looking forward to working with our team to take our offering from strength to strength.”
Singapore –BMW Group Asia has announced a number of management changes that will help in the company’s next chapter of expansion in the region. They include Lee Hwee Siong as head of business development in Vietnam; Preeti Gupta as sales channel and network development director; Kidd Yam as the corporate affairs director; and Daren Ching as the director of marketing for MINI Asia.
Lars Nielsen, managing director at BMW Group Asia, said, “In 2022, BMW appointed a second dealer in Singapore and began local production in Vietnam to support growing demand in the respective markets.”
He also added, “We also increased sales volume at an unprecedented rate in Indonesia, emphasizing the need to rethink business processes, ensure higher business efficiencies, and provide increased attention on local development and growth. In order to best support these business developments, we have made the bold decision to rotate roles and responsibilities within the existing management team effective July 1, 2023.”
Siong, who has been with BMW Group Asia since 1992, will relocate to Vietnam as part of his new role. Since 1992, he has been an integral part of BMW Group Asia, demonstrating a wealth of expertise in sales, aftersales, and, more recently, dealer development.
Meanwhile, Gupta, who joined BMW Group Asia in 2016, has cultivated a profound comprehension of the BMW Group Asia business, its clientele, and their interactions with its brands.
Yam first began his journey with BMW Malaysia in 2010 and has since held various positions in product, sales, and marketing. In 2018, he moved to Singapore and took on his current role as Head of MINI Asia.
Lastly, Ching has been with the firm since 2005 and has experience in Sales and Marketing, having worked in numerous regional markets such as Malaysia, Indonesia, and Singapore.
The four management transitions are a clear indication of the inseparable connection between business development and people development in BMW’s Asia operations.
”Just as our business evolves and grows, our people must do the same. This is an opportunity for everyone to step out of their comfort zone, challenge themselves, and bring fresh perspectives to their roles and the business. Every organization needs this from time to time in order to stay one step ahead. I look forward to the great things to come from this team and the entire management team at BMW Group Asia,” Nielsen concluded.
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