Singapore – Insurance company AIA Singapore has created a new role within the firm, chief product proposition officer (CPPO), and it has elevated its former regional business development director, Irma Hadikusuma, to take on the new position, where she officially starts in September.
The new role was created as part of AIA Singapore’s commitment to focusing on reorienting strategic priorities to stay ahead of the curve and provide innovative experiences and propositions to customers.
As part of her elevation, Hadikusuma and her new product proposition team will be providing strategic direction to drive the innovation, development, and management of a compelling, customer-centric, and synergetic proposition portfolio for all the company’s distribution channels.
Hadikusuma brings with her more than 18 years of experience. She joined AIA Singapore in 2013 as head of customer segment management, and this was followed by a five-year stint as head of product, funds development, and implementation team, overseeing the development, management, and implementation of products, as well as ‘Investment Linked Policy’ (ILP) funds in Singapore. Prior to joining AIA Singapore, she has also held several actuarial, business development, and marketing roles at various life insurance firms.
Sze Keed Wong, AIA Singapore’s chief executive officer, commented that she is delighted to welcome Hadikusuma as the new chief product proposition officer, where she will play an essential role in our transformation into an ‘Organization of the Future’ and digital-first life insurer.
“With her extensive and rounded experience in marketing and actuarial science, Irma will lead AIA Singapore’s ambition to elevate our innovative offerings to a whole new level, all with the intention of fulfilling our brand promise of empowering Singaporeans to live Healthier, Longer, Better Lives,” said Wong.
After a challenging year for both brands and consumers, the new year has finally ushered in and one thing remains – brands in the Asia Pacific region continue to innovate and amaze, whether that’s through a new creative campaign, a promising collaboration, or a novel tech that no one has seen before.
Southeast Asia brands start with a bang this year, where five out of five stories for the month’s top stories come from the region. One is a last hurrah from Christmas campaigning in the Philippines, while another comes from a used-car platform in Malaysia. Two Singapore brands also joined forces for a tie-up that would benefit travelers, while a top Singaporean marketing executive came with big news that involved new business ventures. Meanwhile, MARKETECH APAC’s Marketech Expert Up Close also continued to hook readers when it featured the founder of a newly launched esports platform in the Philippines.
Based on Google Analytics from December 16 to January 15, here are the top stories for the month.
Top 5: Lay’s Philippines’ Christmas ad
The Christmas spirit is still hanging over at the beginning of the year as famous chips brand Lay’s in the Philippines bags a spot on this month’s top stories with their recent Christmas campaign.
With currently 4.5 million views on YouTube, the ad used a tongue-in-cheek marketing strategy, presenting an unexpected combo of endorsers to personify the campaign’s message – ‘Double the Holiday Flavor’ – featuring its Classic and Sour Cream & Onion flavor.
The stars of the ad were the country’s long-time top balladeer Jose Mari Chan and comedic social media personality Nico Bolzico. Using a humorous spin-off of Chan’s classic song ‘Christmas in our hearts’, the two duetted together on a concert-type performance, complete with Black tie and a piano.
Top 4: myTukar’s AI car detection technology
News hailing from Malaysia hooked readers this month when its locally-developed used-car platform myTukar revealed that it will be releasing a tech that is a first in the industry – an AI Car Defect Detection system and Car Plate Masking.
The said technology enables the platform to automate and standardize car inspection through analyzing images and videos. Using scalable and deep learning technology, myTukar is able to detect car defects such as dents, scratches and paint deterioration in seconds.
The platform’s Chief Technology Officer David Voo shared to MARKETECH APAC that the inception of the tech came about when a vendor approached the platform with the sample of the AI detection system, where the tech didn’t initially meet its standards, pushing the platform to develop it further to cater to its customers.
COO Jeffrey Ong said, “It will overall reduce the human error and also to be enhancing our inspection efficiency. So what would happen is we would have a very accurate inspection report. This will definitely overall enhance the whole customer experience.”
Top 3: Esports platform KALARO’s founder Jun Lasco
The launch of Filipino-developed esports platform KALARO was likewise featured in the top stories in October last year, and this time we dive deeper into the man that founded the company behind the platform.
In the episode of MARKETECH Expert Up Close, we sat down with Jun Lasco, the founder of The-AsiaGroup.com Inc. to learn more about his inspiring corporate and entrepreneurial journey in the world of tech, and later on in esports.
In the episode, Lasco bared his beginnings, which started out as being a tech executive for some of the biggest brands in the Philippines such as San Miguel Corporation, Ayala Group, and Fujitsu, in line with work that included programming and tech analytics. He also revealed the challenges he met in his early attempt in putting up a company, where three had to be eventually shut down in 2016 due to corporate setbacks.
Now with its rebirth, Jun shared, “Being naive or too naive about business and people is also not good; funding is a must-have during the initial phase of the start-up ventures and friendships sometimes end when there is big money at stake, among many lessons.”
Top 2: Atome and Agoda’s partnership
Amid ongoing travel restrictions in the pandemic, two leading Singapore platforms recently tied up to entice travel-loving consumers. In December, a partnership was announced between booking platform Agoda and installment payment platform Atome, giving travelers an additional option to pay for their accommodations.
Atome, with its famous ‘buy now, pay later’ scheme, continually adds brands and stores on its platform, and the latest partnership enables those planning to travel to have more breathing ground when it comes to financing.
In a conversation with CEO David Chen, he shared that the idea behind the tie-up is that most of the time, people wish to book a certain accommodation but are disheartened at the onset due to higher prices.
He said, “[Buy now, pay later] is an attitude. It’s an aspiration. People want something that’s of good quality to uplift their fulfillment.”
Top 1: AIA Singapore’s Head of Brand builds own communications practice
Our top story of the month is brimming with brilliance and inspiration as insurance company AIA Singapore’s Head of Brand and Corporate Communications Joanna Ong-Ash exits the company to start her own communications practice, Bravery Communications.
Joanna served the company for a decade, being the communications lead for many of its notable programs such as AIA Vitality in 2013, which was then Singapore’s first comprehensive wellness program, and also launching the insurance company’s first-in-market critical illness plan for those with Type II diabetics and pre-diabetics.
Taking into account Joanna’s holistic corporate experience – she brings 20 years of marketing expertise with her, working with financial services companies such as American Express and Mastercard, hence also marking her exit from corporate life.
Of the new communications firm, Joanna shared that she wants to become a reliable partner of brands that may not be as big as others, but have a bold vision and purpose.
Joann said, “Some of these SMEs do not have the ability to go out to big agencies to afford their expertise. Their purpose is so bold, and a lot of them, when they set up their own companies, they want to help others, they want to contribute to [the] community, and do good.”
“Where I come in, I feel like I am the extended arm of their business. When I work with a client, I’m not just working [with them] because I’m a consultant, I am working with a client because I totally believe in the cause and I want to do good together with them,” she added.
Watch the live report of the top stories for the month on our YouTube channel, where we give you exclusive appearances from the newsmakers themselves.
This is in collaboration with Malaysia-based media company The Full Frontal.
Singapore – Joanna Ong-Ash, Singaporean insurance company AIA’s head of brand and corporate communications, has recently parted ways with the company after a decade of service to set up her own communications practice, Bravery Communications.
In AIA, Ash was responsible for handling all aspects of strategic brand management and integrated marketing communications as well as the company’s corporate communications and public and media relations.
Ash was the one who launched the popular wellness program by AIA, AIA Vitality, in 2013.
Some of her notable projects included spearheading the launch of AIA Vitality in 2013, which was then Singapore’s first comprehensive wellness program. Ash was also the communications lead who launched AIA’s first-in-market critical illness plan for those with Type II diabetics and pre-diabetics, and the first-in-market critical illness plan of AIA that covers mental health conditions as part of AIA’s centennial celebrations in 2019.
Her fresh entrepreneurial move also marks her exit from corporate life. Ash has more than 20 years of marketing expertise under her belt, working for several notable brands such as financial services American Express and Mastercard, Singapore-headquartered multinational bank UOB, and insurance company Aviva.
Speaking to MARKETECH APAC, Ash said, “I am passionate about growing brands that engage. I believe that developing a strong, compelling narrative is critical to [developing] a brand [that] is relatable and loved – just as clients hire agencies they look forward to working with, people [buying] products and services from brands they like.”
Ash further said, “This is the foundation [with] which I am establishing my own communications consultancy. Having spent the last 25 years shaping global brands on the other side, I recognize the importance of the brand to drive business outcomes and this is what I look to do for my clients.”
Ash officially assumes the title of director at Bravery Communications. With a trademark hashtag #BeBrave right off the bat, the new agency will be delivering to brands an array of marketing and creative services such as in brand, communications, marketing, PR, and content as well as crisis management, and content strategy.
Aside from the new marketing agency, Ash has concurrently been appointed as the consulting lead in Singapore, for Hong Kong-based marketing consultancy Neon Leaders as part of its expansion plans in the region.
Singapore – Insurance company AIA Singapore has announced that it will be offering a complimentary insurance plan called AIA #ShareTheLove, specifically dedicated to essential workers, where beneficiaries will be nominated through Facebook or Instagram.
The company said that the new insurance plan is part of its efforts to pay tribute to essential workers. The plan will cover COVID-19 and 21 infectious diseases including dengue fever.
The nomination started yesterday, September 9, where members of the public may nominate a family member or a friend provided that the individual is an essential worker and a Singapore resident.
Those who wish to nominate will be asked to post a photo or video of the essential worker on their Facebook or Instagram page and include a message of appreciation with at least 100 words with a focus on the person’s story of resilience and why the insurance is the best gift for him or her. According to the mechanics, the post, in order to qualify must be set to public, must tag AIA Singapore’s social media accounts, and should include the hashtags #ShareTheLove and #AIASG.
Once a story is selected, AIA will be giving the free insurance to both the person who submitted the story and the nominee.
The initiative is part of a regional AIA #ShareTheLove movement taking place across Asia. The movement also saw the implementation of other assistance programs such as AIA representatives’ pledge to donate a portion of their policy sales towards the company’s adopted charities.
AIA Singapore Chief Customer and Digital Officer Melita Teo said, “These workers have put the communities’ needs above their own health and wellbeing. Aside from COVID-19, the exposure to infectious diseases is not over even after ending their work, as dengue cases continue to plague homes. By engaging the help of the community at large, we hope to play a part in bringing more of these amazing stories of resilience to light and paying tribute to our essential workforce. This is a little gesture of appreciation for the sacrifices that they have and continue to make as we deal with this crisis.”
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