Tag: Marketing

Korea – GroupM, WPP’s media investment group, has been named L’Oréal Korea’s media partner of record, responsible for all media planning and buying activities.

GroupM was chosen by L’Oréal Korea after a competitive process, impressing with their in-depth understanding of the Korean market, strategic prowess, significant media buying power, and advanced capabilities in technology and commerce.

Michael Beecroft, GroupM’s CEO for Northeast Asia, said, “We are hugely honoured to be expanding our relationship with such an iconic and ambitious brand in such an exciting market.” 

“Korea is home to many of the world’s most sophisticated beauty consumers. We look forward to helping L’Oréal Korea meet their needs with compelling, relevant media that drives growth and innovation,” Beecroft added. 

This appointment strengthens the global relationship between L’Oréal Groupe, the world’s fourth-largest advertiser, and GroupM, expanding their partnership to over 30 markets worldwide, including the key Korean market.

Singapore – Entertainment hub KC Global Media Asia has launched its distribution arm as an effort to expand its content sales and partnerships beyond the region.

Through the launch of KC Global Media Distribution, the company reaffirms its dedication to storytelling, showcasing culture, and contributing to global entertainment’s future.

The distribution arm has been unveiled at the Asia TV Forum and Market (ATF) in Singapore, which highlights remarkable content from third-party producers.

As part of ATF, KC Global Media Distribution is showcasing its ‘Breeze By The Sea’ drama in collaboration with Deepwaters Digital Support.

KC Global is also forging partnerships with production companies Mocha Chai Laboratories, Empire of Arkadia, and Monochromatic Pictures. This initiative is part of its effort to create iconic content with prominent brands such as AXN, Animax, ONE, GEM, and FAST Channel. 

With a vertically integrated business model, KC Global Media Distribution is focusing on fostering long-term partnerships and solidifying its footprint in the global media industry.

George Chien, co-founder, chief executive officer, and president of KC Global Media, commented, “By establishing KC Global Media Distribution, the organization is taking an important step in bringing high-quality content to a wider audience. This initiative aligns with our vision of empowering diverse voices and fostering partnerships that break barriers, connecting our content partners with viewers worldwide through universally engaging stories.”

“This new venture is a testament to KC Global Media’s entrepreneurial spirit and our mission to amplify premium content on the world stage. Our expertise in connecting with viewers stems from decades of experience in building engaged audiences and an in-depth understanding of what resonates with today’s diverse and dynamic global entertainment landscape,” Bonnie Wiryani, vice president of revenue and head of content sales at KC Global Media, said.

Singapore – Stellar Ace, an out-of-home (OOH) advertising company and business arm of SMRT, has introduced a new advertising format on pedestrian overhead bridges.

Called the ‘SkyWalk’, Stellar Ace’s new OOH format enables advertisers to engage with motorists and commuters. The panels can accommodate advertisements up to 10 metres in length and 1.5 meters in height.

The SkyWalk builds on the company’s large OOH formats, including the ‘SubWalk,’ which can be found in underpasses, and ‘LinkWalk,’ which is in covered linkways.

The large-format advertising panels aim to provide advertisers with wider reach, leveraging geographic targeting to engage local communities. With its presence in the public transport system, Stellar Ace allows advertisers to reach commuters, drivers, and pedestrians.

Financial services group OCBC has become the first to take on the SkyWalk panel, using it to promote its Seagrass Restoration Project.

Koh Ching Ching, head of group brand & communications at OCBC, commented, “It is exciting to be the first advertiser in Singapore to dive into showcasing the OCBC Seagrass Restoration Project on pedestrian overhead bridges. We chose the bridges in locations such as Queenstown and Tampines for its high-traffic and prominent locations. Such larger-than-life billboards works for us because of the campaign’s visually-impactful image of a mermaid under the sea with a dugong among a lush seagrass meadow.”

“The platform is a powerful medium to capture the attention of passerbys and motorists about the importance of restoring depleting seagrass for climate action. Many think little or even nothing about seagrass. Kudos to Stellar Ace for the innovative idea to utilise these overhead bridges,” Koh added.

“The importance of this environmental campaign on Singapore’s seagrass conservation and restoration efforts is critical to marine biodiversity. Innovative OOH advertising solutions such as ‘SkyWalk’ allows OCBC to reach the right people in an efficient, cost-effective, eye-catching way,” Tony Heng, managing director of Stellar Ace and president of Stellar Lifestyle, said.

“Stellar Ace continues to innovate and expand its omni-channel OOH network and high frequency touchpoints to support advertisers’ demand for effective means of amplifying their campaign messages to the right audience in an impactful and compelling way. The large-format panels are all designed with that objective in mind,” Tjhin Poi Chung, deputy managing director of Stellar Ace, commented.

Singapore – Travel company Skyscanner has launched a new advertising platform that leverages first-party data from a travel audience.

The new Skyscanner Ads Platform aims to help its travel partners in the digital advertising landscape, enabling them to reach new audiences while maintaining data privacy. Independent from third-party cookies and other tracking technologies, the ad platform allows brands to engage audiences in a safe environment.

Through the Skyscanner Ads Platform, advertisers can launch, manage, and optimise contextual campaigns in the company’s marketplace. This ensures that ads are delivered to relevant audiences.

With insights into consumer behaviour and preferences, advertisers can also adjust their spending in real-time.

Additionally, the platform has a predictive recommendation tool, analysing trends and campaign performance for advertisers while providing suggestions.

The ad platform was built in collaboration with airlines, travel agents, media agencies, and travel brands.

“With the increasing focus on consent, the future of cookies and general tracking practices within the advertising ecosystem, Skyscanner Ads Platform is a game-changer for advertisers wanting to reach highly engaged global audiences who are in the market to travel,” Kirsten Stirling, senior director of product management at Skyscanner, said. 

“We’re harnessing the power of Skyscanner’s first-party data and combining it with smart, proprietary technology to drive more meaningful, effective, and importantly – privacy-centric results,” Stirling added.

“Partnering with Skyscanner has transformed our ads strategy. Their innovative products, highly collaborative approach and deep audience insights drive exceptional engagement and measurable results. Access to high-quality first-party data is becoming increasingly important and Skyscanner’s ability to harness this data sets them apart in the advertising world.” Kyle Nimmo, head of media investment at easyJet, commented.

Kuala Lumpur, Malaysia – The SHOUT Group, an advertising holding company, has appointed three leads for FCB SHOUT, its creative agency.

The new additions to FCB SHOUT’s executive management team include Syahriza Badron as managing director, Wang Ie Tjer as executive creative director, and Jamie Tan as general manager.

As the new managing director, Badron is tasked to drive the agency’s growth, leading the brand management team.

Badron has been with FCB SHOUT for 11 years, formerly serving as its general manager. Over the years, she has championed the agency’s ‘No Plan B’ culture while contributing to marketing publications.

Meanwhile, Tjer has spent six years with the agency. As the previous head of creative, Tjer spearheaded the team to win various awards, embodying Malaysian creativity.

Taking over the general manager role, Tan will oversee the internal operations of the agency. Previously the head of operations at FCB SHOUT, Tan has taken on more responsibilities, spanning financial management and culture-building.

Tan has been leading initiatives for the welfare of the agency’s employees, including the expansion of its medical programme for families of staff and pushing for flexible working arrangements.

Shaun Tay and Ong Shi Ping, co-owners of The SHOUT Group, commented, “When we bought the agency back in 2018, we had already set in motion our vision to create a sustainable, highly regarded creative agency that would serve as the right partner for our ambitious clients, and we knew that could only be realised by having the right leaders on board.”

“We wanted people with a point of view and the gumption to materialise our lofty goals. Syah, Tjer and Jamie represent what we stand for, and to have been fortunate enough to help chart their growth over the years has been a true joy and one that we personally feel is our crowning achievement,” they added. 

Philippines – The Philippines has quickly become a dynamic marketing hub, fuelled by a tech-savvy, digitally connected population. By 2025, the country’s marketing landscape is poised to adopt cutting-edge technologies, further accelerating industry transformation and shaping the future of consumer engagement.

With a large portion of the Filipino population spending significant time online, companies are increasingly recognising the need to invest in tools that align with new platforms. These investments aim to enhance customer experiences, optimise ad spend, drive AI-driven personalisation, and strengthen brand loyalty. The ultimate goal is to adapt as marketing evolves into a more immersive, integrated, and data-driven landscape.

To help marketers stay ahead in the ever-evolving marketing landscape, MARKETECH APAC is opening the doors of Shangri-La The Fort, Manila for its highly anticipated What’s NEXT in Marketing series. The What’s NEXT in Marketing: Philippines 2025 conference, happening on 26 and 27 March 2025, will bring together industry leaders to exchange insights, share expertise, and offer a sneak peek into the future of marketing. 

Building on MARKETECH APAC’s impressive track record and legacy of fostering a well-connected marketing community, this two-day visionary event equips brands and marketers with the essential insights, strategies, and tools needed to stay ahead in a rapidly evolving industry.

Featuring a dynamic lineup of keynote presentations, panel discussions, fireside chats, and networking opportunities, ‘What’s NEXT in Marketing: Philippines 2025’ empowers marketers to expand their networks, elevate their campaigns, and drive success in the Philippine market.

Key industry figures headlining the conference include:

  • Raymund Jiggs Espadilla, Head of Marketing at Aboitiz Foods
  • Mahek Shah, Global Head of Media (AirAsia Media | AirAsia Ads) at AirAsia MOVE
  • Jogent Emmanuel Tan, Marketing Director at Domino’s Pizza Philippines
  • Greg Anonas, Marketing Director at Emperador Distillers, Inc.
  • Mariela Quilala, Head of Marketing at LKY Group of Companies
  • Anthony Louis Guanzon, Chief Marketing Officer at Malayan Insurance
  • Albet Buddahim, Vice President and Head of Marketing at Mega Prime Foods Inc.
  • and many more to be announced!

To find out how you can be part of this conference, click HERE for more details.

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

For speaking opportunities, contact Jean Cabico at [email protected]; and for registrations, reach out to Faye Vita at [email protected].

Singapore – Digital travel platform Agoda has launched a generative AI (GenAI) film promoting the beauty of global exploration. 

Echoing Agoda’s aim to bridge the world through travel, the campaign also celebrates cultural diversity and human connections gained from travelling.

Titled ‘Leo’s Magical Travel Adventures,’ the short film follows the journey of Leo across countries. From Guangzhou in China, Rotorua in New Zealand, and Ayutthaya in Thailand, Leo finds himself in Udaipur, India. In each stop, he gains knowledge of the different cultures.

The film builds on Agoda’s book titled ‘Maya and the Secret World of Agoda,’ also made using AI.

Among the tools used for the short film production are OpenAI’s ChatGPT 4.0 and Midjourney v6.1, supervised by Agoda’s marketing, legal, and translation teams.

The short film is available for viewing at Agoda’s YouTube channel.

“AI is rewriting the rules of creativity. This AI project wants to inspire both kids and adults to dream big with travel, while celebrating Asia Pacific’s incredible diversity and the joy of exploration,” Matteo Frigerio, chief marketing officer at Agoda, said.

“At Agoda, our purpose is to bridge the world through travel. Travel helps people enjoy, learn, and experience the amazing world we share. Using cutting-edge AI tools to tell this story was as exciting as it was meaningful,” Frigerio added.

Bangkok, Thailand – Hungry Hub, an online restaurant and hotel reservation platform in Thailand, has teamed up with the Singapore Tourism Board (STB) to extend its dining experience offerings internationally.

Through the partnership with STB, Hungry Hub will leverage Singapore’s diverse cuisine to attract Thai and Malaysian visitors. Its initiatives include partnerships, rewards for customers, and exclusive promos for Hungry Hub users.

To promote the food and beverage industry in Singapore, STB and Hungry Hub are set to launch joint campaigns. This includes inviting influencers to create content on food experiences in the country while adding attractions and other events to their itineraries.

The collaboration builds on STB’s recent campaign highlighting its position as a culinary capital.

Starting this December, Hungry Hub will be offering dining experiences in acclaimed restaurants in Singapore. With a curated selection, app users can purchase meal packages from pre-selected menus.

Meanwhile, Hungry Hub will also launch its ‘Hungry Hub Red Table Awards 2024,’ which honours restaurants and hotels for culinary excellence and service.

Surasit Sachdev, chief executive officer of Hungry Hub, said, “This expansion marks a significant milestone for Hungry Hub as we move toward becoming a global Online Travel Agent (OTA) for restaurants. With 50% of our user base being Thai and 50% international travelers, we are committed to providing the best dining reservation experiences, emphasizing convenience, value, and variety.”

“Our collaboration with the Singapore Tourism Board underscores our ambition to boost Singapore’s restaurant scene by offering value for money dining experiences at F&B establishments. Leveraging our success with 1,700+ partner restaurants in Thailand, including Michelin-starred and fine dining venues, we’re well-positioned to attract both Thai and international customers to Singapore’s vibrant culinary scene,” Sachdev added.

Terrence Voon, executive director of Southeast Asia at Singapore Tourism Board, commented, “Dining is an important part of Singapore’s tourism appeal, as it showcases our diverse food culture and heritage. STB has seen a 63% increase in F&B expenditure since the pandemic, indicating an appetite for culinary experiences. Hungry Hub’s expansion into Singapore presents an exciting opportunity to showcase our city as a premier destination for culinary adventurers, be it at award-winning restaurants or iconic hawker eateries. We look forward to welcoming food enthusiasts from Malaysia and Thailand to explore, discover and delight in Singapore’s unique gastronomic offerings.”

Singapore – Analytic Partners, the global marketing measurement and optimisation organisation, has strengthened its Asia Pacific leadership team with the promotion of Paul Sinkinson to managing director and the appointment of Nikki Taylor as director of marketing for the region.

For nearly a decade, Sinkinson has served as Analytic Partners’ managing director for Australia, playing a crucial role in transforming the Australian office into one of the company’s most successful global markets. Under his leadership, he forged strong partnerships with major brands like McDonald’s, Woolworths, and Arnott’s, driving significant improvements in ROI and marketing effectiveness.

In his new role as managing director of APAC, Sinkinson will focus on enhancing client relationships and expanding Analytic Partners’ solutions across key markets, including Singapore, Southeast Asia, China, Japan, and Korea.

Commenting on his promotion, Sinkinson said, “We’re at a pivotal moment in marketing where accurate and insightful analysis of marketing spend has never been more critical. The increasing demand for Analytic Partners’ market-leading solutions reflects this shift, and I’m excited to lead our exceptional team to help more businesses across the region unlock their growth potential.” 

“I’m excited to help drive this growth alongside our incredible team to even more businesses across the region at a time when every marketer is looking for that extra competitive advantage,” he added. 

Following Sinkinson’s promotion, Analytic Partners further strengthened its leadership team by appointing Nikki Taylor as director of marketing to drive the company’s growth in the region.

Taylor brings nearly 20 years of experience in the Asia Pacific market, including her recent role as marketing growth strategy director at UPS. She is an active member of the Global CMO Council and serves on the advisory board of BEETc, the organisers of the Martech Summit. Her expertise includes commercial analytics, marketing strategy, and team leadership.

In her newly created role, Taylor will spearhead the growth of Analytic Partners’ marketing and communications efforts in APAC. She will focus on boosting brand visibility, showcasing the value of data-driven marketing to senior business leaders, and overseeing a growing team of marketers while driving strategic partnerships across the region.

On her appointment, Taylor commented, “As a data-driven marketer, joining Analytic Partners is an incredible opportunity to help businesses unlock growth through actionable insights. I know first-hand the challenges modern marketers face, and I’m excited to help my peers deliver results that impress CFOs and drive long-term value.”

“APAC is an exciting market for marketing analytics, and I’m thrilled to be part of a team that’s driving awareness and adoption of commercial analytics as a vital step beyond traditional marketing mix modelling,” she added. 

Meanwhile, Sinkinson said, “Nikki’s appointment is a significant win for Analytic Partners. Her extensive regional experience and strategic mindset will play a crucial role in elevating our marketing capabilities. Nikki’s unique perspective as a brand-side marketer is already proving invaluable as we refine our approach to better serve our customers.” 

These appointments reinforce Analytic Partners’ commitment to enhancing its leadership and impact in the APAC region. With plans to expand its team across key markets and deliver customised analytics solutions, the company is well-positioned to drive measurable growth and deliver greater value for marketers across the region.

Nancy Smith, CEO of Analytic Partners, explained, “APAC continues to be one of our focus regions with high growth potential. These appointments reflect our commitment to investing in APAC. Paul has been a cornerstone of our success in Australia, and I am confident he will continue to drive outstanding results in his expanded role.”

Smith continued, “We’re also delighted to welcome Nikki, whose passion for data-driven marketing will help empower customers across the region. Together, with our dedicated local teams in Singapore and Shanghai, they bring the vision and leadership we need to create value for our customers.” 

Singapore – Fintech company Revolut launches eSIMS and global data plans in Singapore to provide its customer with seamless connection when travelling. Revolut has collaborated with telecommunications company 1GLOBAL to launch the eSIM.

Offering coverage in over 100 countries, Revolut’s eSIM launch allows customers to stay connected cost-effectively, eliminating roaming charges.

Revolut customers can access the eSIM on compatible devices regardless of the plan they are on, enabling them to buy and activate it on the app. Since it is fully digital, the eSIM can be used along with other existing physical SIMs.

Additionally, it allows customers to use the Revolut app without mobile data, which means that they can top up data upon landing in a different country.

Data plans will range from 1GB to 100GB, with prices varying for each location. Customers can also choose among regional or global data plans, depending on their travel needs.

Revolut is also launching eSIMs in Australia, New Zealand, and Japan. 

Raymond Ng, chief executive officer at Revolut Singapore, commented, “At Revolut, we aim to simplify our customers’ lives and make things as easy and convenient for them as possible. This is exactly what our latest product, eSIMs, accomplishes. It offers seamless and cost-efficient access to mobile data, saving customers money and the hassle involved in organising and managing multiple physical SIM cards.”

“Whether you are in the US, Australia or Egypt, you can effortlessly secure a data plan with just a few taps on your phone, and then instantly share those breathtaking photos of your trip with friends and family. It’s a game-changer for people who love to travel internationally and it is built for the global citizen of today,” Ng added.

“By joining forces, Revolut can leverage 1GLOBAL’s worldwide mobile network and market leading eSIM platform to enhance their own international technological infrastructure. 1GLOBAL provides quick and secure mobile network connectivity in over 160 countries worldwide. Our eSIM technology integrates seamlessly into the existing Revolut app and can be installed on any eSIM-compatible mobile device in less than a minute,” Hakan Koç, founder and chief executive officer of 1GLOBAL, said.