Tag: Marketing

Malaysia – IPG Mediabrands, a media holding company under Interpublic Group, has appointed Darren Yuen as chief executive officer (CEO) in Malaysia.

Yuen takes over the role previously held by Bala Pomaleh for eight years. With his new position, Yuen is set to drive IPG Mediabrands growth.

Previously, Yuen held the role of CEO at Initiative Malaysia. He has over 27 years of experience in the industry, spending eight years within the IPG Mediabrands network in Malaysia.

Leigh Terry, CEO of IPG Mediabrands APAC, said, “I could not be more pleased to appoint the Malaysia CEO from within our own network ranks. With his passion, drive, and unsurpassed knowledge of the Malaysian media landscape, Darren embodies our commitment to craft and innovation on this strategic transformation journey.”

“Bala has spent 8.5 years building IPG Mediabrands Malaysia to the much celebrated, industry-leading media network it stands proud as today. He leaves with our thanks and appreciation for his commitment and lasting impact,” Terry added.

“I am honoured to take on the role of CEO IPG Mediabrands Malaysia. This is such an exciting time for our business, and a fantastic opportunity to empower our talented network of people to push the boundaries of how we can deliver exceptional value to our clients,” Yuen commented.

San Jose, California – Adobe has appointed Lara Balazs as chief marketing officer (CMO) and executive vice president of global marketing.

In her new role, Balazs will spearhead the global marketing organisation and its operations for Adobe.com, campaigns, communications, social media, and other events.

Previously, Balazs served as CMO and general manager of strategic partner group at Intuit, a financial software and services company. During her tenure, she contributed to reimagining Intuit’s brand and boosting its brand awareness. She also led the ProTax Group, driving its corporate reputation to its peak in four decades.

Additionally, Balazs has held leadership roles at companies such as Amazon, Visa, and Nike. She helped usher Visa into the world of digital payments, leading the launch of Visa Checkout and Apple Pay.

Shantanu Narayen, chair and chief executive officer at Adobe, said, “We’re delighted to welcome Lara Balazs to lead Adobe’s Global Marketing Organization. As Adobe continues to deliver industry-leading product innovations across content creation and digital marketing, Lara’s unique experience across B2C and B2B industries and deep insights as an Adobe customer will help us engage our growing universe of users more effectively while expanding Adobe’s brand reach and impact.”

Kuala Lumpur, Malaysia – Guardian, a retail chain specialising in health and beauty in Malaysia, has unveiled a new brand campaign with FCB SHOUT, a creative agency under The Shout Group.

With the new tagline ‘Own Your Beautiful,’ Guardian celebrates the process of Malaysians’ self-improvement, from motivations and struggles to outcomes.

The rebranding was accompanied by the new film ‘Another Beautiful Day in Malaysia,’ which aired for the first time during the launch at Pavillion Bukit Bintang in Kuala Lumpur.

New brand visuals are also set to be featured outdoors and on Guardian outlets in Malaysia.

Guardian Malaysia, recently appointed FCB SHOUT as its partner, which is part of its effort to become more relevant to its customers while adapting to modern times. 

Anna Ng, marketing director of Guardian Malaysia, said, “People often think being beautiful is the end result, but we believe that the intention to be better and the effort we put into improvement is just as beautiful as the end result. And it’s not just about the external appearances of beauty either, the effort to be healthier and feel better about yourself is also a beautiful thing. That’s why we want to celebrate every Malaysian at every stage of their own self-improvement with this new campaign.”

Commenting on the appointment, Ng said, “To refresh a decades-old brand with a new narrative that is relevant to the times that we are living in, all while maintaining and even reinforcing the same brand values that have made guardian Malaysia so familiar to and loved by so many Malaysians over the last 5 decades, was truly a challenging and delicate balancing act. The agencies that participated in our pitch all had their positives, but in the end, FCB SHOUT came out on top because they demonstrated a very strong and purposeful idea that is based on an insight that both our existing loyal customers and the younger target audience that we aspire to connect with can relate to.”

“All of us at DFI Retail Group are extremely excited to have the team from FCB SHOUT on board with us for this milestone. They have been excellent partners for us in terms of strategy and creative support, and we believe that the campaigns emerging from this partnership will be the turning point for greater things to come for the guardian Malaysia brand,” Ng added.

“It’s amazing to be able to add guardian Malaysia to our ever-growing list of passionate clients and storied brands! The Shout Group and our agencies have always prided ourselves as true-blue brand-builders who have positively shaped the future of so many brands through our strategy and creative work, and this collaboration with guardian Malaysia allows us to continue flexing those muscles. Our entire team sees this campaign as just the beginning of our story with guardian Malaysia, because we are huge fans of how they’ve been sticking to their guns as an authentic challenger brand that isn’t afraid to shake up the industry,” Shaun Tay, co-owner and chief executive officer of The Shout Group, commented.

Bangkok, Thailand – Havas Health Network has launched Havas Life Bangkok, expanding its healthcare communications expertise in Thailand and the Asia-Pacific region.

Havas Life Bangkok is set to be headed by Apichaya Hiranphoonyaphreeda, who has been appointed business director.

The expansion reflects Havas Health Network’s dedication to advancing its specialty in healthcare communications across the region. Through the launch, Havas Life Bangkok aims to help brands in the industry, forging connections with patients and healthcare professionals alike.

Havas Life Bangkok has already acquired clients such as GSK and Sanofi and is set to contribute to their campaigns.

Charles Houdoux, chief executive officer of APAC and LATAM at Havas Health Network, said, “The demand for innovative and integrated healthcare solutions is rapidly increasing, driving the need to optimise content performance across the entire customer journey. Our ability to stay ahead of our clients’ needs requires constant evolution and collaboration. Southeast Asia remains a key growth region for us, and expanding into Thailand—a market with immense potential—enables us to deliver transformative solutions to future-proof our clients’ businesses.”

“Our expansion into Thailand reaffirms our commitment to delivering our One Havas Experience. With this new addition, Havas Health now has the region’s most robust network of fully owned agencies, supported by a strong governance model. For our clients, this expansion means a seamless, cohesive experience across the region, bringing both global insights and local expertise to deliver meaningful, culturally relevant solutions,” Jini Mathai, regional business head of SEA at Havas Health Network, commented.

Aga Giedroyc, chief executive officer of Havas Thailand, said, “The addition of Havas Life Bangkok to our portfolio strengthens our service offerings, enabling us to cater to the unique needs of healthcare clients in Thailand. This milestone opens new opportunities for us to deliver value-driven strategies and make a meaningful impact on the healthcare landscape.”

“With Apichaya’s wealth of experience in advertising and communications, combined with her medical background and proven success leading campaigns for global healthcare giants, I am confident that she will steer Havas Life Bangkok on a path of growth and success,” Giedroyc added.

Manila, Philippines – Albet Buddahim has been recently named the vice president and head of marketing at MEGA Prime Foods. In it, he brings a wealth of experience in the marketing scene to a leading food company whose portfolio includes best-selling food products like MEGA Sardines, MEGA Tuna, and MEGA Mackerel.

In an exclusive interview with MARKETECH APAC, Albet details what’s in it for him in this new marketing leadership role, his learnings that he intends to bring at MEGA Prime Foods, as well as navigating the complexities of doing marketing in the F&B industry.

Building the marketing organisation and business

For Albet, his new role will revolve around two major objectives: building the marketing organisation who he will work with, and building the business. 

“I look after a brand and marketing team of 24 headcounts and we are hiring 5 more to ensure we achieve our 2025 goals. [Moreover], I will [also] be working with HR, Management and the marketing leadership team to have our brand/marketing become a tribe who has a right-to-win (capabilities, competencies, culture) and play-to-win (strategic where-to-play and knows how-to-win) with a growth mindset,” he explained.

Albet also added that from a work standpoint, his role will look after three main groups of marketing professionals, namely Brand Management & Development, Marketing Capabilities and Resources, and Digital, Data & E-Commerce.

With a winning team, then we will be able to collaborate and become a One Mega Dream team to achieve [the top] one position in our product categories,” he noted.

In terms of the marketing strategy, he says that they will implement the so-called 5A’s of business building, namely Awareness, Affinity-building, Affordability, Accessibility and Availability.

Awareness is about ensuring millions know about the company and brands, what it does/provides, what they stand for and why the brand exists. Moreover, affinity-building is about ensuring that they are building brand preference and that the target consumers/customers/shoppers will like MEGA brands versus its competitors.

Meanwhile, affordability is about creating and communicating the value of the brands and their products as compared to alternatives and substitutes. Accessibility is about ensuring that the brand’s products can be easily purchased (accessed) in the nearest sari-sari store or modern trade along its shoppers/consumers’ path-to-purchase. Lastly, availability is the right SKU in the right place and time, ensuring that the brands products are not out-of-stock.

Reflections in transition to new role

Before his new role at MEGA Prime Foods, he was most recently the chief marketing officer at Primer Group of Companies. He was responsible for leading the various marketing and creative teams across the company in both traditional and digital channels by creating and communicating Primer’s business value. 

Speaking on his learnings from his previous role, he said that winning the context is important in terms of targeting particular demographics versus going for media placements.

“The importance of doing STP (segment, target, position) and truly understanding which segment has disposable income to buy the premium brands like TUMI, Delsey, Herschel. Moving forward to MEGA Prime Foods, we will continue to segment the target market into strategic target audience and prime prospects, in a way that we have more focused (more resonating and relevant, contextual content) initiatives to drive customer acquisition and repeat,” he explained.

Navigating challenges through technology

For Albet, one of the biggest marketing challenges for him to tackle would be achieving differentiation, as the omnichannel approach makes it easier for competitors to replicate, catch up, and gain visibility into our marketing efforts. 

Moreover, ensuring a sustainable source of growth and profitability is also critical for the company’s product, brand, and category portfolio, especially as globalisation and direct-to-consumer (DTC) models enable global and Chinese businesses to enter the market with competitive price advantages. 

Lastly, attracting and retaining top marketing talent poses a significant challenge, given the financial constraints of a local manufacturing company compared to global premium brands and corporations.

“MEGA Sardines is the #1 Sardines in the Philippines and we have continued to expand our MEGA seafood line into Tuna, Mackarel and Squid. The pattern of mergers & acquisitions is also a trend that our company MEGA Prime foods has pursued with the recent 2024 acquisition of Jimm’s Coffee mix,” he said.

Albet added, “Moving forward to 2025 and beyond, our company will continue to leverage technology (ie. AI, RPA, etc.) from our fishing vessels, to manufacturing, down to marketing, sales and distribution.”

Philippines – Philippine Airlines (PAL) is demonstrating its care for customers in its latest campaign with BBDO Guerrero.

The ‘Care That Comes From the Heart’ campaign highlights how PAL’s crew and staff embody Filipino hospitality with the care they provide to customers, and how their service is rooted in the heart. 

Building on PAL’s ‘The Heart of the Filipino’ tagline, the campaign film titled ‘Alaga,’ which means care in Filipino, shows how PAL goes beyond routine to provide exceptional customer service.

The film, directed by Joel Limchoc, is available for viewing across PAL’s social media channels.

“Filipino care is unlike any other; it’s shaped by generations of shared experiences and a deeply ingrained culture of compassion. Collaborating with BBDO Guerrero on this campaign has been a seamless partnership — their creative vision delivered the perfect story about how we put our hearts into everything we do. That’s the message we’re proud to share with the world,” Alvin Miranda, vice president of Marketing at Philippine Airlines, said.

David Guerrero, creative chairman of BBDO Guerrero, commented, “With ‘Alaga,’ we aimed to capture the essence of Filipino care — a type of hospitality that is warm, intuitive, and inherently generous. It’s been a joy to work with Philippine Airlines to bring their unique service philosophy to our screens.” 

Singapore – Tiger Beer, in collaboration with agency LePub Singapore, has launched the ‘You Never Roar Alone’ campaign, unveiling its brand evolution.

Through the campaign, Tiger builds on its ‘Uncage Your Tiger’ brand platform, reflecting the evolution of what it means to be bold. 

The campaign aims to remind people of how unveiling one’s boldness to progress can be done better with support from other people. It redefines how courage does not only come internally, but also from a community.

Directed by Romain Chassaing of Solab Films, the ‘You Never Roar Alone’ campaign film follows the story of a street vendor with an ambition of growing his business. Through his family and friends, he slowly actualises his vision.

“Our research highlighted that individual progress accelerates when you connect with family and friends, and that sharing your dreams and ambitions can give you the strength and courage to keep going. This insight inspired our latest brand evolution, which introduces the idea that progress isn’t a solo act: we draw strength from the people around us who encourage us to uncage our inner Tiger,” Sean O’Donnell, global brand director of Tiger Beer, said.

“Together, the roar of their support empowers all of us individually to be bolder and unstoppable,” O’Donnell added.

“We loved the challenge of bringing Tiger’s brand evolution to life with a story about the collective spirit that fuels progress. More than a film, we are igniting a movement, reminding everyone that we are stronger when we support one another,” Stephan Schwarz, executive creative director of APAC at LePub Singapore, said.

India – dentsu India has promoted Imtiyaz Vilatra to the role of chief executive officer of Posterscope India.

In his new role, Vilatra is in charge of enhancing Posterscope’s offerings in both digital and intelligent out-of-home (OOH) campaigns, focusing on providing data-driven outcomes for clients.

Vilatra brings over 25 years of experience to the company, particularly in driving innovative OOH campaigns. At Posterscope, he aims to integrate augmented reality, artificial intelligence, and 4D experiences into campaigns to meet client needs.

Additionally, Vilatra aims to expand Posterscope’s reach, making an effort to establish its position as a leader in traditional and digital OOH.

Harsha Razdan, chief executive officer of South Asia at dentsu said, “Imtiyaz’s elevation is a timely and strategic move, enabling him to drive Posterscope’s expansion in experiential and Below-The-Line (BTL) divisions, strengthening our urban and rural reach. His leadership remains a vital link between strategy and execution, translating our goals into meaningful partnerships for our clients and communities.”

“I am confident that under Imtiyaz’s continued guidance, we will not only meet but exceed the evolving needs of our clients, setting new benchmarks for excellence. His exceptional passion and deep industry insights will be pivotal as we navigate a path where innovation meets purpose, driving change that resonates far beyond the immediate,” Razdan added.

Anita Kotwani, chief executive officer of media in South Asia at dentsu, added, “Imtiyaz’s elevation is a testament to his visionary leadership and commitment to redefining the OOH landscape. Under his leadership, Posterscope will strengthen its position within the dentsu ecosystem, embodying our ‘OneDentsu’ vision of unified, cross-channel marketing solutions. By seamlessly integrating OOH with digital, media, and experiential campaigns, Posterscope is set to deliver transformative, multi-channel experiences powered by dentsu’s advanced audience insights, driving precision and impact that elevate client outcomes.”

“The OOH industry stands at a transformative juncture, with technology and data insights reshaping how we connect with audiences. Posterscope’s future lies in harnessing AI, programmatic DOOH, and real-time analytics to deliver dynamic, measurable campaigns. Integrating dentsu’s digital intelligence into our OOH offerings enhances our capabilities and raises the value we deliver through deeper engagement, personalization, and an integrated, ROI-focused approach,” Vilatra commented.

Singapore – KFC has teamed up with R/GA Singapore to create ‘Jingle Your Tastebuds’ remix to pair with Parmesan Truffle Chicken.

Through ‘sonic seasoning,’ a neuromarketing technique, KFC and R/GA have released a musical remix of ‘Jingle Bells’ that scientifically matches and elevates the flavours of Parmesan Truffle Chicken.

To create the soundtrack, KFC and R/GA collaborated with Gemma Calvert, a professor from Nanyang Business School and Massive Music. By matching sound elements with different food textures, Calvert’s team found the optimal sonic seasoning that pairs with the chicken’s umami taste.

@kfc.singapore

Think we were making it up? Our Sonic Seasoning music track for the Parmesan Truffle Chicken is proudly brought to you by NTU’s professor of Neuroscience, Prof. Gemma Culvert, head on over to the Spotify link in our bio and try the Sonic Seasoning with the Parmesan Truffle Chicken. Here’s a sneak peek at what went down. #kfcsg #kfcsingapore #KFCParmesanTruffle #SonicSeasoning

♬ original sound – KFC Singapore – KFC Singapore

The sensory experience aims to regain customers’ excitement around the Parmesan Truffle Chicken amidst the holidays in Singapore. With a reimagined classic Christmas track, KFC and R/GA have set out to create a unique holiday experience for Singaporeans.

‘Jingle Your Tastebuds,’ is available on Spotify. The QR code to KFC’s Spotify page can also be found across out-of-home ads, film, and social media.

“Through thoughtful sound design, we crafted a track that elevates Parmesan Truffle Chicken into a premium, multi-sensory experience. It slows down the eating pace, allowing diners to savour the creaminess, crunch, and aroma of truffle to the fullest,” Calvert said.

Jaslyn Lam, director of marketing and food innovation at KFC Singapore, commented, “Our goal with the return of Parmesan Truffle Chicken was to surprise and delight our customers in a way they’d never expect. This isn’t just about bringing back a favorite – it’s about reinventing the experience with a unique sonic seasoning that amplifies the taste. Working with R/GA to explore how sound can elevate flavour has unlocked an entirely new way to enjoy KFC.”

“No Christmas gathering is complete without music to set the mood. But why stop there when music has the sonic prowess to enhance taste profiles. By roping Professor Gemma and the experts at Massive Music into the kitchen, it’s about going beyond traditional comms and productising how we can get consumers to further enjoy the tasty Parmesan Truffle Chicken,” Ed Cheong, executive creative director at R/GA Singapore, said. 

Malaysia – Publicis Media has announced new appointments to its leadership roster in an effort to advance its growth in 2025.

Kristine Ong has been named as the chief executive officer at Publicis Media Malaysia while Sujith Rao has been appointed as managing director of Performics Malaysia, effective on January 2, 2025.

Ong returns to Publicis Groupe with a leadership record, most recently as chief client officer at Mindshare Malaysia. She also served as general manager at Starcom Malaysia, managing director at Initiative, and chief strategy and planning officer at Astro.

With more than three decades of experience in media and business, Ong is set to strengthen Publicis Media Malaysia’s reputation.

Meanwhile, Rao’s appointment entails his responsibility for providing solutions to clients, further contributing to the company’s commerce abilities. 

The recent appointments are part of the company’s effort to maintain growth and provide marketing solutions while contributing to Malaysia’s positioning as a strategic hub for Southeast Asian businesses.

Publicis Media Malaysia’s interim CEO and advisor, Ranganathan Somanathan will be ending his tenure on December 31, 2024.

“Strong leadership has resulted in three years of acceleration to become the largest media agency group in Malaysia,” Ian Loon, chief transformation officer and CEO of media & digital at Publicis Groupe Singapore/Southeast Asia, said.

“It is a growing hub for regional clients in specific sectors and a core digital delivery centre for many cross-border clients between Malaysia, Singapore, and the rest of Southeast Asia. Kristine and Sujith, along with many established leaders and rising stars in our Malaysia office, have lots to be proud of and excited about. Our clients’ growth remains our priority as we look to jointly nurture and shape the Malaysian media and marketing industry with our peers,” Loon added.