Singapore – Multinational tire manufacturer Goodyear Tire and Rubber Company has announced an expansion to Natalja Voronova’s role at the company, making her the new regional marketing director for ASEANZ, adding ANZ to her scope.

In an exclusive conversation with MARKETECH APAC, Voronova stated that her new role consolidated ASEAN and Australia/New Zealand (ANZ) into 1 cluster with a total scope of 8 markets, which is strategically important and well-positioned to capitalise on the broader growth opportunities for Goodyear in Asia.

“Australia is a very exciting addition, being one of the biggest markets in ASIA with developed carpark and strong Goodyear brand equity. It presents great opportunity for us to promote cross-country collaboration, best practice sharing and stronger marketing synergies within the cluster. I’ll be working closely with regional and ANZ country leaders to reinforce demand generation programs, identify new business growth opportunities and build stronger marketing capabilities within this extended scope,” she explained.

Key milestones and points for regional growth

Voronova first joined Goodyear as the regional marketing director for ASEAN and Korea in March this year, where she also highlighted significant progress against marketing growth strategy for this year.

“As a first step, key strategic priorities have been identified and aligned across the region. We have sharpened Goodyear brand positioning in ASEAN with stronger product offering and communication that has been successfully vetted with consumers and retailers. Big focus has also been on execution excellence,” she said.

She also added that their team has developed marketing guidelines with clear KPIs alongside content toolkits for local marketing organisations to drive measurement mentality and enable consistent high-quality execution. 

“Consumer centricity and strong collaboration with our business partners has been a key enabler for business growth,” she said.

When asked about her key objectives in her expanded role, she said, “Our focus will remain on driving key strategic product lines with end-to-end executional excellence, starting from product availability, visibility in point of sale, communication with a clear and superior proposition and driving consumer conversion. We will be working closely with our retail partners to ensure they have the right support in terms of product training, educational materials and after-sales service.”

Blending sustainability and customer-centricity

When asked about one of the prime marketing trends the manufacturing scene is at the forefront of, Voronova shares how sustainability will continue to impact the way they market their products.

“At Goodyear, we define sustainability as responsibly balancing environmental, societal, and financial demands without compromising the ability of future generations to meet their needs. It is an integral part of our business strategy, including multiple initiatives such as the launch of EcoReady tyres – made with sustainable materials, reduction of tire weight and rolling resistance which offers the double benefit for the environment as well as consumers with longer tyre lifespan,” she said.

She also noted the continued rise of electric vehicles in the region, where she said, “Whilst in ASEANZ this segment is still relatively small, it presents big growth opportunity. Goodyear was one of the first tire companies to recognise the structural differences between electric and regular ICE vehicles and their interaction with a road, introducing ElectricDrive product innovation, tailored specifically to electric vehicles. We are very excited about the future opportunities that electric vehicles will bring.”

Moreover, she also stated that consumer centricity with data-driven marketing initiatives will play a key role in accelerating business growth.

“Once we have identified full consumer journey with its touchpoints and needs, now we have an opportunity to provide a truly customised communication and service for each consumer with a help of AI – and do it in a cost and time-effective manner. I’m personally very excited about the opportunities that AI brings to drive business efficiencies, but also how it can help us to unleash creativity,” she said.

“Generative AI has already reached maturity when it comes to static images and is fast evolving in the video space. In Goodyear, where we obsess about our consumers and retailers, we’ll leverage new technologies to serve them even better at every touchpoint,” she concluded.

Australia – Advertising agency WiredCo. has launched a major new campaign for Reckitt’s hygiene brand, Dettol, who has partnered with The Wiggles to find a way to turn handwashing into a fun experience for both parents and children alike.

The partnership approaches handwashing from a fun standpoint, using a trusted role model and music to build memory structures that teach children to wash their hands properly.

To raise awareness of the partnership, WiredCo was appointed to develop the ‘Wash Like The Wiggles campaign’, which has launched across cinema, TV, creator partnerships, earned media and multiple digital touchpoints this week in ANZ, centred around a song and a simple dance routine and music video that was co-created with The Wiggles.

Alongside this, a new Dettol Kids Colour Foaming handwash has been created with The Wiggles, which helps making handwashing fun, and is available in multiple stores across the ANZ region.

To complement the campaign, a limited edition Wash Like The Wiggles songbook has also been created for content creators, schools and media, which helps parents learn the lyrics and actions with their children.

Talking about the partnership and the campaign, Holly McCarthy, marketing director for Reckitt ANZ, said, “During the pandemic, hand hygiene naturally grew. Post-pandemic, it’s important that we keep it on the agenda amongst 3–6-year-olds so they can keep building those vital social and play skills without interruption from the spread of germs.”

“After hearing from parents and teachers about the challenges they face when it comes to getting kids to wash their hands, Dettol had to help.” she added.

Meanwhile, David Kennedy, partner at WiredCo., commented, “Being part of this coming together of two giant Australian icons in Dettol and The Wiggles was an absolute privilege for our team. For us, working with such a compelling insight and bringing that truth to life was important to solving the challenge in the freshest possible way.”

Australia – Pedestrian Group, the media company owned by Nine Entertainment, has announced that it will cease licensing several overseas titles amidst a wave of job cuts and a greater focus on its own wholly-owned brands. The titles that will be affected include Vice, Gizmodo, Refinery29, Kotaku and Lifehacker.

“We’ve made the tough decision to focus on our wholly owned Pedestrian brands where we control the strategy, the content, the product, the sales and the outcome – the entire business. This will have an impact on roles within the group and I appreciate the uncertainty this change creates, so we will be in contact immediately with those people,” according to an email from Matt Rowley, CEO of Pedestrian Group, towards its staff

Rowley also blamed the licence partners facing financial headwinds and instability in the corporate world, as well as the overall decline of the advertising market and the rise of social media platforms for news.

Moreover, he also said that he would also exit Nine as a result of the changes after the transition period, with a new CEO to be appointed.

The shutdown of these publication titles in Australia follows news of 40 out of 95 jobs being cut off from Pedestrian Group, as well as 90 jobs that were let go from Nine’s publishing division announced last month.

Mike Sneesby, CEO of Nine Entertainment, told staff recently that the decision had been made due to the “economic headwinds” facing the media industry and “tough decisions” would be made by mid-July to save the company US$30m.

This news also comes following a wave of media-related layoffs and shutdowns, including of VICE Media, Time, Wall Street Journal, TechCrunch, Forbes, and Business Insider. In APAC, CNN Philippines recently shut down due to financial losses, effectively laying off its entire workforce.

Singapore – Open web technology platform Outbrain has appointed Chris Oxley to the newly created role of country manager for Australia, New Zealand and Singapore, wherein he will lead the charge in driving the expansion of Outbrain’s advertising business. 

In his new role, Oxley will oversee the development and implementation of Outbrain’s commercial strategy along with driving new business opportunities to accelerate revenue growth across the region. His responsibilities include building and maintaining strategic partnerships, amplifying Outbrain’s value proposition, and managing the Outbrain sales teams.

Most recently, Oxley was the national head of digital sales for Foxtel Media, where he launched programmatic TV and led the team to commercialise advertising on the streaming platform Binge. Prior to that, he had successful tenures at Yahoo and BSkyB, which have contributed to Oxley’s deep understanding of ad tech platforms, programmatic advertising and data-driven marketing.

Speaking on his appointment, Oxley said, “Outbrain has quickly become a leader in digital media, connecting advertisers with premium audiences in contextually relevant environments. I’m thrilled to have this opportunity to lead the ANZ and Singapore teams, solidifying our role as the primary engagement partner for some of the world’s top digital media companies.”

Meanwhile, Amrita de la Peña, APAC managing director at Outbrain commented, “Chris is a best-in-class sales leader. He leads from the front and has a remarkable track record of empowering sales teams to surpass their targets. He possesses extensive expertise with a passion in digital media and he strives to build an incredible sales team who are just as passionate as he is.”

“Chris was selected for his visionary mindset, strong relationships in-market, and successful track record of leading high performing teams. We are thrilled to welcome Chris to Outbrain at this exciting time of growth,” she added.

USA – Quantcast, a global advertising technology company, announced three new appointments to its APAC sales team today, following its continuous expansion efforts in Australia and Southeast Asia. All of the appointments will take effect immediately. 

Alara Yenisey joins ANZ as client success manager, while Koh ChewHoi and Amanda Soh take up client success manager and senior sales manager roles at the Singapore office, respectively. 

Yenisey, who will have her headquarters in Melbourne, has a track record in client management, digital media, and advertising, which she brings to Quantcast. Prior to joining Quantcast, Yenisey worked for News Corp Australia, UM, OMD, and SBS as a key account manager and in digital planning. There, she worked with both domestic and international clients like McDonald’s, Coles, and Optus.

ChewHoi is a digital specialist with more than ten years of experience in media and publishing, mostly in Singapore. ChewHoi has worked in management at Performics, iProspect, Zenith, and Singapore Press Holdings across her career.

Soh brings sales and account management expertise from the APAC digital advertising sector to Quantcast. She will be in charge of leading initiatives to boost income and developing strategic alliances with important clients throughout the area in her new position.

Prior to joining Quantcast, Soh oversaw initiatives to increase the platform’s market share while working for Twitter (now X) as the Southeast Asia agency lead and client partner. She was also employed by Oracle, Amnet, and MEC as a senior account manager. 

Speaking about the appointments, Sonal Patel, vice president, APAC at Quantcast, said, “We’re excited to expand our sales and client management team in the region as we continue to grow. Amanda, Alara and Koh all bring a depth of experience in their respective markets, and a passion for enhancing client relationships. Quantcast has significantly bolstered its Australia and Southeast Asian operations over the past several months, reflecting a genuine commitment to growing our APAC footprint and strengthening our relationships with our clients. The sales team is well-placed to extend our efforts in the APAC market.”

Meanwhile, Yenisey said, “As a digital-first marketer, Quantcast’s dedication to leading the market in effective, accurate digital advertising makes it an attractive place to work. I’m excited to join the growing ANZ team and look forward to bringing my extensive agency experience to drive measurable outcomes for Quantcast clients.” 

Chewhoi also said, “Quantcast has become one of the premier digital advertising marketers across Asia and I’m excited to be part of such an illustrious organisation. With a passion for improving the client experience, I’m looking forward to bringing my experience to help grow the client books across Asia.” 

And lastly, Soh said, “Having worked in the APAC digital sales industry for most of my career, I’ve had a front row seat to Quantcast’s ongoing growth and domination in the market. I’m excited to be joining the team at a pivotal time for the organisation as it seeks to further drive revenue and new client partnerships, particularly across Asia.”

Australia Fetch TV and Kargo have formed a partnership to promote sales of premium video advertising inventory on the Fetch aggregation platform. Fetch provides access to a large and actively engaged TV audience via advertising-supported FAST and subscription channels. 

In partnership with Fetch’s in-house advertising team, the agreement with Kargo provides Fetch with an expanded sales network to cater to Australian advertisers and media agencies seeking high-quality video spots.

Through direct or programmatic advertising campaigns that are cost-effective and highly targeted, Kargo will facilitate advertisers having the chance to interact with the Fetch audience. These campaigns can be run as straight video buys or with Kargo’s enhanced advertising solutions and cohort targeting options placed on top of Fetch inventory. 

The sales team at Fetch Ads will continue to cater to the market for display user interface advertising, working closely with Kargo to create new video briefs and trade agreements. 

Speaking about the partnership, Robert Leach, Kargo GM APAC, said, “With extensive experience in online video over many years, Kargo has developed a suite of enhanced pre roll advertising solutions that have been proven to work much harder than standard pre-rolls. Over the last couple of years Kargo has brought this experience to enhanced CTV advertising with some of the world’s largest broadcasters. The results have been amazing, with dramatic increases in ad recall, brand awareness, consideration, favorability and purchase intent when compared to standard CTV pre rolls.”

Meanwhile, Melissa Fitzgerald, head of advertising at Fetch TV, said, “The launch of video advertising on Fetch has been a great success and with demand growing every day. Adding Kargo to our sales efforts will enable us to scale quickly and better service our agency partners. Kargo is a progressive company with an established and well-regarded sales team that now provide advertisers with access to Fetch’s large audience, servicing the Australian market nationally.” 

Furthermore, Robert Leach, Kargo APAC’s GM, stated, “We are well aware of the effectiveness of CTV pre-roll. This partnership marks a major milestone in shaping the CTV landscape of Australia. Merging Fetch TV’s top-notch content delivery with Kargo’s cutting-edge advertising solutions not only enhances the audience’s ad viewing experience but also boosts brand favorability and recall. It’s a win-win situation for everyone involved.” 

Australia – Following a competitive pitch, UM announces its appointment as the media agency of record for global automotive manufacturer Chery. 

As the brand establishes itself in the market, UM’s duties cover every facet of media strategy, planning, and purchasing in Australia. With this support, Chery will be able to launch its new vehicle releases until 2024. 

Speaking about the mandate, Anathea Ruys, CEO of UM, said, “It is fantastic news so early in the year and her team were excited to play a pivotal role in Chery’s Australian success. “UM’s strategic approach to media planning and buying will play a key role in bolstering Chery’s market presence in Australia connecting the brand with new audiences across various media platforms.” 

She added, “With a shared vision of driving ambitious growth, we will together unlock new possibilities to engage audiences, helping Chery create a lasting impact in Australia’s competitive automotive landscape.” 

Meanwhile, Mark Vukoja, brand and marketing director of Chery, stated, “We were very impressed with UM’s excellent understanding of our business and the agency’s creativity and strong effectiveness record, but it is their team’s passion for achieving results through open and collaborative partnerships that really made them stand out and we are delighted to welcome UM’s team to Chery’s agency village.” 

“With an ambitious growth agenda, Chery aims to become one of Australia’s top automotive brands, having launched 2 new SUV models this year; the Omoda 5, Tiggo 7, and more models on the way in 2024,” Vukoja added. 

Australia Brand Metrics, a global technology company that specialises in digital advertising for publishers and broadcasters, has announced a collaboration with Paramount ANZ. The partnership aims to introduce brand lift measurement technology on a large scale, meeting the demands of a rapidly changing media landscape. 

Paramount ANZ has chosen to integrate Brand Metrics’ measurement platform to improve the validation and amplification of connected TV (CTV) advertising within the broader marketing mix. Marketers who use Paramount ANZ channels may now use Brand Metrics’ new solutions to validate and improve the effectiveness of their CTV advertising campaigns.

The brand impact study, which was conducted in collaboration with the independent advertising platform Innovid, is expected to provide valuable insights into brand and business key performance indicators (KPIs) obtained from connected TV (CTV) commercials broadcast on Paramount ANZ channels. Viewers interact with the campaigns by delivering real-time survey replies and feedback via their remote controls.

Rod Prosser, chief sales officer at Paramount ANZ, said, “Proof of performance is a key pillar in our strategic approach for 2024. The industry is shifting towards an outcome-based approach, so there’s an expectation that effective marketing is built on understanding what’s driving results.” 

He added, “We’re closing the loop for marketers by providing more meaningful metrics that demonstrate the role and power of CTV advertising within their marketing mix and empowering them to respond to trends and insights to achieve business outcomes.”

Meanwhile, Elwin Gastelaars, chief revenue officer at Brand Metrics, stated, “Paramount ANZ is committed to delivering measurement at scale, with consistency and methodological accuracy – arming its team with data-led evidence to inform planning. Using such tools to measure effectiveness sets Paramount ANZ apart, providing a unique opportunity for advertisers to drive efficiencies and deliver on brand outcomes.” 

“Brand lift data can help to open up additional opportunities which speak to the many wants and needs of audiences. We are delighted to work with such a prestigious partner; empowering it to gather independent data which enables its team to measure uplifts in awareness, consideration, preference and action intent,” Gastelaars added. 

Sydney, Australia – The LEGO Group has announced its renewed marketing leadership in Australia & New Zealand, with the appointment of Justine McKenny as its new senior director, head of marketing.

In her new role, McKenny will be responsible for taking leadership of The LEGO Group’s marketing teams in Australia and New Zealand, and will be aiming to push the brand’s marketing efforts across the region. 

Prior to this role, McKenny joined the LEGO Group in 2009 as a marketing assistant, and over the past 15 years she has progressed through the marketing organisation, launching many successful campaigns and new themes, as well as managing an evolving portfolio to lead the Brand team.

In 2021, she was promoted to brand director for Australia and New Zealand, where she was the lead architect in the redesign of the LEGO portfolio differentiation strategy and market principles.

Speaking on McKenny’s appointment, Troy Taylor, vice president & general manager at LEGO Australia & New Zealand, said, “We are so pleased to promote a home-grown talent in Justine to our Head of Marketing role for Australia & New Zealand. Australia is such an important market for the LEGO Group and we felt that Justine’s passion and vision for the LEGO brand, along with her energy and ideas around people development and leadership stood out through the recruitment process.”

“Justine also has a solid track record of delivering results, and has managed and brought to life pretty much our entire theme portfolio over her journey, making her the ideal candidate to take our marketing efforts to the next level in the years ahead,” he added.

Notably, McKenny’s appointment comes after recent leadership appointments in the Asia Pacific region, with Claus Kristensen as the new senior vice president and Uma Ramanan as the new head of marketing for APAC.

Sydney, Australia – Australian customer engagement platform Komo Technologies has recently appointed data-driven marketing specialist, Simon Rollenbeck as head of marketing.

In his new role at Komo Technologies, Rollenbeck will play a key role in shaping Komo’s brand position, demand generation and overall GTM (Go To Market) strategy, leading the company’s global marketing efforts to accelerate growth in Australia and the USA.

A data-driven B2B SaaS marketing expert with a passion for technology, Rollenbeck brings with him more than eight years of leadership experience, in positions across start-ups and Fortune 500 companies.

Specifically, Rollenbeck comes from Mozaik Play, where he was chief marketing officer. In a previous role, he also headed up the marketing team for Expedia’s corporate travel division in the Asia Pacific region and managed a high-performing regional marketing team with a focus on growth and customer retention. He has also worked at Willow, where he was director of digital & demand marketing.

Speaking on his new role, Rollenbeck said, “I am beyond excited to join the incredible team here at Komo Technologies at a time of tremendous tailwinds and momentum behind the company. Establishing a direct customer relationship is crucial for brands to stay relevant now more than ever, especially amid evolving privacy regulations, marketing limitations and an ever decreasing attention span.”

Meanwhile, Joel Steel, CEO and co-founder at Komo, commented, “Simon’s strategic expertise and experience in the B2B SaaS marketing space are pivotal for advancing Komo’s brand, demand generation, and Go-To-Market strategy. Simon’s passion for creativity and forward-thinking aligns perfectly with our company’s culture, and we are excited to see the impact he will have on our global growth strategy.”