Tag: APAC

Australia – Special has appointed acclaimed creative duo Peter Defries and Alan Wilson as regional group creative directors for Uber and Uber Eats, further strengthening its leadership across the APAC region.

Defries and Wilson bring 14 years of creative partnership to the role, returning to Australia after nearly a decade in New York. During their time in the U.S., they served as executive creative directors at BBH NY, where they led work for the J.M. Smucker Company’s portfolio of FMCG brands, along with major accounts including Walmart and Cadillac.

Their work has been recognised with more than 30 international awards. In 2022, both were named among D&AD’s Top 20 Executive Creative Directors worldwide.

“We’ve been massive fans of Special for some time now. Watching from the other side of the world, we were consistently blown away by the breakthrough work they produced, especially with Uber and Uber Eats. So when the opportunity arose to be part of it, we couldn’t say no,” Wilson shared.

Defries added, “Leaving New York wasn’t a decision we took lightly—it gave us some of the best experiences of our careers. But the chance to come home and join this extremely talented team, pushing creative boundaries at a world-class level right here in our own backyard, was simply too good to pass up.”

Defries and Wilson will join Celia Garforth and Lauren Portelli as part of Special’s leadership team on the Uber account across APAC. Garforth and Portelli have played a key role in growing the agency’s strategic and creative remit with Uber and Uber Eats in the region.

The partnership now spans ANZ, Japan, South Korea, Hong Kong, and Taiwan, with all work led from Special’s Sydney office. In 2024, the team’s work was recognised with a Gold Effie for the ‘Get Almost Almost Anything’ campaign in ANZ. Special also operates an on-the-ground team in Tokyo to support the expansion of Uber’s business in Japan.

Tom Martin, partner and CCO at Special Australia, commented, “We’re pumped to have Pete and Alan boomerang back to Australia and back into Special. We’re at our best when we bring together top-tier humans who get what it takes to make great work and do it with care, craft and real collaboration.”

Cade Heyde, global partner of Special, added, “The magic of Special Group comes from the extraordinary people behind it. Celia and Lauren have been instrumental in building our creative reputation across APAC. And now, with Peter and Alan joining them, we believe we have one of the best, most exciting teams in the world.”

South Korea – Tinder has launched its first pan-Asian campaign, celebrating Gen Z’s redefinition of dating norms. Spotlighting women embracing self-expression, exploration, and fun, the campaign highlights their shift toward dating on their own terms.

Tinder’s ‘Dating, Your Way’ campaign embraces the idea that dating is an open-ended adventure, not a one-size-fits-all journey. 

Created by Wieden + Kennedy, the campaign draws inspiration from real Gen Z dating experiences—where meaningful relationships don’t always follow traditional paths. It features three core videos and different taglines across countries, each capturing a unique relationship moment.

The first video, “Move On”, explores the power of embracing new beginnings. It follows a young woman moving on from a past relationship, symbolised by a pet turtle gifted by an ex. The story captures the bittersweet process of letting go and stepping into new possibilities—with Tinder offering a fresh start.

“Double the Chill” celebrates quirks and unexpected connections. It tells the story of a first date where a woman and her Tinder match bond over their unusual shared habit—sipping cold drinks on a chilly day. The video highlights how small, unique moments can bring people together, making first dates feel more natural and authentic.

Meanwhile, “Love and Hate” embraces differences in relationships. A couple who met on Tinder navigate a playful debate over olives—mirroring the timeless pineapple-on-pizza debate. The story underscores how opposites can attract and even strengthen relationships.

Director Saman Kesh said, “Working on this campaign with Tinder was so gratifying. I’m all about deconstructing old ideas and presumptions. Relationships aren’t one-size-fits-all—they’re layered, unpredictable, and endlessly unique.” 

“We wanted to dive into the idea of women exploring more open-ended dating adventures, where the real magic happens in the journey of self-discovery. By giving our hero characters unique quirks—a pet turtle here, a shared love of chilly weather there—we showed that every experience is its own story, as personal and unexpected as the people we meet,” Kesh added. 

Tinder’s campaign is driven by its recent survey, which found that women across Asia are redefining dating on their own terms. The survey revealed that 82% use dating apps, and 72% have had meaningful relationships through them.

Furthermore, women across APAC are prioritising meaningful connections over outcomes, with 87% seeking equal partnerships. Nearly 70% are open to dating across races and cultures, over 70% to different cities, and more than 60% to different countries.

Daniel Kim, VP of APAC marketing at Tinder, said, “We know that young women in Asia want more control over their dating lives. With fun and safe dating at the core of the experience, Tinder is about the endless possibilities that can unfold when two people connect.”

“With this campaign, we’re celebrating the freedom to date without judgement—because whether you’re on Tinder to move on, move forward, or just move at your own pace, there’s no set way to date, and every match has the potential to change lives in ways that people could never imagine,” he added. The pan-Asia campaign will roll out across digital, social, and on-ground experiences in Korea, India, Thailand, and Vietnam, featuring bold storytelling, culturally resonant creatives, and a fresh take on modern dating.

India – Edelman has promoted Bhavna Jagtiani, formerly chief operating officer of India, to chief executive officer for its India operations. Additionally, Kunal Arora, previously managing director for India digital and APAC studio lead, has been elevated to head of digital, APAC, expanding his regional responsibilities.

Over her 22-year tenure at Edelman, Jagtiani has grown with the firm, starting as an account executive and advancing to lead integrated teams across India and briefly in Hong Kong.

As COO of India, she enhanced operational efficiencies, fostered a strong organisational culture, and expanded client mandates both locally and regionally.

Now, as India CEO, Jagtiani will oversee business strategy, drive market growth, strengthen client relationships, and further enhance the firm’s capabilities to deliver award-winning, impactful solutions.

Meanwhile, as MD of digital in India for the past 10 years, Arora has developed global client offerings in digital crisis management, social media, and digital reputation. He has also led the APAC expansion of Edelman Studio, strengthening the firm’s global production capabilities with local expertise and AI-driven solutions.

As head of digital for APAC, Arora will collaborate with leaders across the network to scale the firm’s digital operations. His responsibilities include overseeing APAC Studio, enhancing team capabilities, and integrating digital solutions across all client offerings.

Jagtiani and Arora will continue to report to Rakesh Thukral, Edelman’s APAC CEO, with their appointments taking effect immediately.

Speaking on the appointments, Thukral said, “Bhavna is an undisputed culture champion, having fostered a strong workplace community of collaboration and empowerment. Her leadership in India has been instrumental in driving consistent growth for the market. And Kunal has ensured we continue to integrate the best capabilities and innovation into our offerings, ensuring the firm is equipped to help our clients excel in a constantly changing landscape.”

He continued, “Having worked side-by-side with Bhavna and Kunal, I can personally say their commitment and ability to nurture client relationships and talent make them deserving of their new roles, and I look forward to what we will accomplish together next, in their new capacities. Our digital business in Asia and our India business have the potential to grow, and I have no doubt that Kunal and Bhavna are the right leaders to partner with our teams and clients to achieve this.” 

For agencies to thrive in the current industry, keeping pace amidst the digital marketing industry’s perpetual state of flux is not enough. The industry, always transforming, demands marketers that are not merely reactive to changes, but ones with a forward-thinking approach.

As they remain at the lead of brand communication, agencies need agility, understanding the evolution of technologies and driving them towards innovation. To truly thrive, agency leaders must become visionaries, staying ahead of future trends. 

At the helm of JOLT Digital’s APAC team, Jason Tan, general manager, shows the importance of being proactive at an agency in his role. In MARKETECH APAC’s latest Agency Leadership Decoded interview, Jason discusses his talent-centric leadership philosophy and his team’s tech innovation as a competitive edge in the industry.

Future-proofing talents

Jason’s leadership philosophy is deeply rooted in empowering a team. He sees his role, along with the leadership team, as the provider of tools, training, and guidance to the agency’s workforce. This leaves all team members in charge of unlocking their personal growth.

“As a leader, I am driven by the belief that People Power Growth. Agencies are defined by our talent and we are invested in the constant upskilling and mentorship of team JOLT,” Jason said.

Accountability is also at the centre of JOLT’s operations. As the team propels the agency to become game-changing, they are consistently challenging norms while holding each other responsible for delivering excellence.

“The most successful teams have the muscle memory to consistently deliver high performance so I strive to create a culture of excellence for the whole agency,” Jason said.

With Jason as the lead, the agency also developed ‘JOLT Academy,’ an internal training program built around the core pillars of technical training, media planning fundamentals, and ‘work that works.’

“I believe the talent of the future needs to be T-shaped, possessing broad professional knowledge and in-depth technical capabilities. This creates value for JOLT and also sustainable career growth for each team member,” he said.

Jason’s ‘People Power Growth’ philosophy also includes the agency’s relationships with clients and partners. For him, nurturing these relationships is crucial to continuing JOLT’s growth.

“We also started our fortnightly Lunch & Learn Wednesdays to encourage closer collaboration with media partners and to keep an active pulse of the best solutions in the market,” he shared.

Tech innovation as a competitive edge

Throughout the years, JOLT has been focused on refining its digital solutions through emerging technologies.

At the forefront of its strategy is JOLT’s J-CAL, the agency’s budget allocation tool. Jason shared that they have refreshed the tool to include more markets and data points. 

“I believe the agency that wins the future is one that combines talent and tech seamlessly. Our focus on developing the best digital solutions and grooming the best media talent has been the foundation of JOLT’s success,” he said.

JOLT’s technological innovation proved useful when it encountered challenges in meeting its clients’ needs better. Jason shares how the team realised that the J-CAL itself is insufficient in helping clients execute campaigns.

“I tasked our head of programmatic to look at building a solution that could answer clients’ needs and add more offerings so we could bring a unique technology vs. what other indie agencies currently offer,” he shared.

This led to the creation of the agency’s proprietary DSP, JOLT Command Centre, which is behind its creative strategy.

Reflecting on the agency’s achievements, Jason said, “Beyond the strong year of new business wins, JOLT also won at the MARKETECH APAC Marketing Technology Awards 2024 which is a testament to how our strategy is paying off.”

‘Embrace the dissonance’

The marketing landscape today, more dynamic than ever, may be challenging to be in. However, for Jason, traversing the fast-paced environment also comes with excitement.

Leaving advice for other aspiring leaders, Jason encourages them to “embrace the dissonance” that comes with abrupt shifts in the industry. They must be open to “relinquishing control.”

Recognising how younger media specialists possess deep knowledge, technical capabilities, and enthusiasm, Jason shares how this can be boosted as an asset to the company.

“Our first task as leaders is to mould this raw energy into a functioning team while recognising that the leadership that the younger generation values is different,” he said.

“For young leaders looking to rise in the ranks, invest your time and resources in understanding the synergies between different practices, platforms and technologies. The leader of the future will be someone who can articulate a clear vision of data and tech, and with a strategy to translate this vision into tangible revenue,” Jason concluded.

Jason’s approach to agency leadership underscores being a visionary, anticipating needs to go beyond reacting to issues once they come. As marketing and technology continue to converge, riding the turbulence or rapid change is not enough. Proactive agencies and leaders must help shape it, paving the way for sustainable growth.

Advertising is increasingly being shaped by Artificial Intelligence (AI). Particularly, it is changing programmatic advertising, for the right reasons. 

The rise of advanced advertising technologies has streamlined many processes, particularly in the diverse and complex Asia-Pacific (APAC) region. With each market in APAC presenting unique challenges, these innovations have enabled advertisers to navigate and optimise their strategies more effectively.

In MARKETECH APAC’s latest What’s NEXT in Marketing interview, Joyce Seah, Head of Client Success, APAC at Quantcast, explores the role of AI in programmatic advertising. She highlights how technology is transforming essential processes, enabling marketers to succeed amidst the highly nuanced APAC market.

Impact of AI on programmatic advertising 

“AI is no longer just a buzzword, it is reality,” says Joyce. All executions and activations in the marketing landscape are integrated with it, ultimately enhancing every part of the process brands use to engage with their prospects and customers.

One of the largest impacts AI has made is normalising hyper-personalisation. This used to be merely a goal for advertisers before, but is now achievable with relative ease.

“AI and machine learning is enabling advertisers to deliver highly tailored messages to individuals, and this is also something individuals have come to expect,” she said.

Essentially, advertisers today can create more relevant marketing experiences using accurate insights about their audiences’ interests, reach them on platforms they natively use, and deliver seamless messaging while adhering to global consumer privacy laws.

“We’re able to leverage real-time data to predict user preferences, and this is paramount because we know users change their preferences ever so often,” Joyce explained.

And it’s not just in advertising, technology is enabling teams to be more efficient in their jobs. According to a Deloitte Gen AI survey, 80% of Gen AI users said that it’s improved the speed at which they can complete tasks; leading to time savings of approximately 6.3 hours per week, for example.

“With AI and machine learning, we’re able to free up a lot of these people’s time to do actual creative and strategic work because we’re going to be able to remove a lot of the manual lever pulling,” she said.

Navigating APAC’s cultural nuances is key

While AI makes targeting easier, advertisers in the APAC region must take into account the region’s nuances if they are to use it effectively.

“When working in the APAC region, brands should consider localising creatives and messaging to align with the regional preferences for greater advertising impact,” Joyce said.

“Brands also have to realise that there isn’t a one-size-fits-all approach when it comes to APAC, because of language and cultural differences,” she added.

As an example, Joyce shares how visual storytelling strategies would most likely resonate with audiences in Southeast Asia (SEA) and Australia, while those in Japan and South Korea would prefer direct messaging. 

“They will need to take a tailored approach which includes exploring and adopting technologies that can help them unify their marketing tactics and measurement efforts, including programmatic,” she said.

Drivers of innovation in APAC

Joyce also points out other ways in which APAC is leading innovative thinking for the rest of the world, for instance with the significant use of mobiles in the region.

“In APAC, especially in Southeast Asia, high mobile penetration and preference for mobile-first internet usage are the drivers of innovations behind mobile advertising technologies. Because of that, we are setting trends that influence mobile ad strategies globally,” she explained.

Joyce points to the popularisation of super apps as an example, citing the success of Grab and Gojek in SEA. Additionally, she comments on the proliferation of retail media networks.

“It’s part of our daily life. Consumers are more and more mobile in this region. Live commerce and retail media networks are part of our ecosystem now, we realise it’s one and the same,” she said.

In essence, the future of programmatic advertising lies in advertisers’ understanding and adaptability in markets that are increasingly becoming more bespoke, dynamic and customer-centric. 

“Using AI and machine learning is going to help advertisers in APAC uncover deeper insights into our very diverse cultural background, understand diverse consumer behaviours and therefore be able to generate and develop hyper-targeted campaigns that resonate across this very complex but wonderful region,” Joyce said.

While the highly nuanced cultures of APAC present challenges alongside opportunities, advertisers can gain an edge by harnessing technologies towards the right goal. Ultimately, most businesses aim to forge stronger connections with their audiences, and AI is one way to make the process easier as the media industry becomes more complex and diverse to navigate.

To view the full discussion, watch the video interview here:

Singapore – Ad spend across the Asia Pacific region is projected to rise by 5.8% in 2025, outpacing both global GDP and ad investment forecasts, while EMEA and the Americas are set for slower growth, according to a report by Dentsu.

The report revealed a slight acceleration in APAC ad spend, rising from a 5.4% growth rate in 2024. This momentum is fueled by the region’s expanding digital landscape, with Southeast Asia emerging as a key driver. SEA is set to outpace the rest of APAC, with ad spend projected to grow by 6.8%—more than double its 2024 growth rate.

The report further highlighted that while India (6.5%) and China (4.5%) will see slower growth in 2025, key markets like the Philippines (15.4%) and Malaysia (5.1%) are set to perform strongly. Meanwhile, Australia is set for a steady 3.8% rise in ad spend, driven by its digital-first market.

Prerna Mehrotra, chief client officer and practice president of media at dentsu APAC, explained, “Two engines of growth, the dynamism of China and India and the unrelenting modernisation of Southeast Asia, are driving the region’s robust advertising investment. Amidst diverse market development profiles, one constant stands true: digital dominance. As it barrels towards digital maturity, the APAC region will shape the momentum of connected commerce, retail media, and AI-powered programmatic. Brands that master the balance between automation and strategic oversight will be the ones to lead the next wave of innovation.”

Matt Farrington, president of investment & trading at Dentsu APAC, added, “We are seeing a rapid transformation of Asia-Pacific’s advertising landscape and a shift in the platforms advertisers are choosing to invest in. This is reflected through growing ad spends year-on-year, with Southeast Asia emerging as a sub-regional powerhouse, outpacing other parts of the region. The greatest growth is coming through continued spend migration into digital and connected media, which now accounts for 70% of the total spend across Asia-Pacific.” 

The report also highlighted the ongoing disruption in search and retail media, which is expected to grow at a 10% CAGR through 2031, driven by e-commerce giants like Tmall, Shopee, Lazada, and Flipkart.

Dentsu reports that India is experiencing an ad boom, with digital media ad spend set to grow by 20% in 2025—three times the industry’s overall growth rate. In China, ad spend across the “Big 6” platforms—Tencent, ByteDance, Baidu, Alibaba, Douyin/TikTok, and Xiaohongshu—is also expected to rise by 6.7% year-over-year, with Douyin/TikTok leading at 11%. These platforms continue to dominate the market, driven by AI-powered media buying.

“Brands are increasingly turning to mega-app environments—think Douyin/TikTok, Xiahongshu, and the Meta family of apps—that cater to all moments of the customer journey and that are completely reshaping how customers discover, search, and purchase,” Farrington explained. 

“Additionally, brands are seeing more opportunity in retail media to unlock new, commerce-driven solutions. This is particularly prevalent in the largest and fastest-growing markets, such as India, China, and Southeast Asia, where we continue to see a proliferation of retailers becoming ad networks in their own right,” he added.

Dentsu also highlighted Australia’s ongoing digital ad growth, with video ad spend expected to rise 8.7% year-on-year, driven by key events like the 2025 national elections.

“Australia is facing slower growth relative to its regional peers but is still positioned for a modest 3.7% increase in spend, driven by the accelerated digitisation of channels such as TV, OOH, and audio,” Farrington said. 

Australia – Experiential marketing agency The Company We Keep (The CWK) has been acquired by Opus Agency, a global events and experiential marketing agency, in a move that strengthens Opus Agency’s presence in the Asia-Pacific region. 

With offices in Australia, Singapore, and New Zealand, and a team of more than 80, The CWK adds regional expertise to Opus Agency, supporting its ability to manage events and brand experiences across international markets.

With this acquisition, Opus Agency, part of The Opus Group, expands its presence in key international markets. Partnering with The CWK broadens its capabilities in event execution and experiential marketing, supporting brands in delivering cross-border initiatives and engaging with their audiences more effectively.

Speaking on the acquisition, Nigel Ruffell, founder and CEO of The CWK, commented, “The alignment between Opus Agency and The CWK is remarkable—from our shared clients like Salesforce to our creative capabilities and our cultural ethos. This partnership opens up new opportunities for our team, our clients, and our future, as we continue to lead in the APAC region while contributing to Opus Agency’s global success.” 

Moving forward, Opus Agency and The CWK will work together to develop event and experiential marketing strategies for international audiences. By combining client relationships, scalable talent, and regional expertise, the partnership aims to support brands in navigating cross-border engagements and evolving market demands.

Dena Lowery, president of Opus Agency, explained, “This acquisition enables us to better serve our clients in the world’s fastest-growing and largest cities, while also enhancing our capabilities with deeper expertise in content, broadcast, and film. It’s a strategic move that strengthens our ability to deliver high-impact, future-forward experiences across the globe.” 

Kim Kopetz, president and CEO of The Opus Group, also shared, “This acquisition aligns with The Opus Group’s mission to provide global access to scalable resources and specialised talent across our network of brands. It enables us to navigate complex challenges and scale operations efficiently while creating new growth opportunities for our clients and our team members around the world.”

Singapore – The mobile app market is seeing a resurgence in 2025 amidst an e-commerce boom, according to a report by measurement and analytics company Adjust.

Adjust’s report highlights a 26% year-on-year app install growth in 2024 across APAC, a rebound after a dip in 2022. The growth is particularly led by e-commerce, indicating a trend in finding and purchasing products efficiently.

As data privacy regulations remain a concern, the report sees an increase in the adoption of privacy-first technologies. Artificial intelligence real-time contextual insights are also making decision-making more efficient for users.

Meanwhile, Adjust’s report also emphasises an increased user trust in personalised ads as it sees a climb in app tracking transparency opt-in rates. The highest opt-in rate is observed in gaming at 39%, while e-commerce and shopping apps trails behind at 35%.

Gaming app installs are dominated by hyper-casual games, which represent 27% of total installs.

Banking and crypto apps are also on the rise, with a 41% year-on-year increase in APAC. 

“In 2025, the mobile landscape will be defined by the extensive use of AI to create high-quality content, with AI-driven automation of production processes significantly enhancing consumer mobile applications through personalized user experiences,” Andrey Kazakov, CEO of Adjust, said.

“The trend of products built cross-platform will continue unabated, with mobile web playing a valuable role in growth strategies by enabling seamless transitions between mobile web and native apps,” Kazakov added.

“As mobile usage continues to thrive across APAC, fueled by the growing adoption of AI, it is crucial for marketers to harness this momentum by refining their campaign strategies and delivering personalized user experiences,” April Tayson, regional vice president for INSEAU at Adjust, commented.

“Our data highlights that markets such as Indonesia, Malaysia, Vietnam, the Philippines, Singapore, and India are spending significant time on different apps, offering businesses immense opportunities to drive growth and engagement in the years to come,” Tayson added.

Singapore – Creative agency VIRTUE Asia has named Amos Mak as its associate creative director. The appointment is part of the agency’s strategy to boost its creative capabilities while driving growth.

Mak previously worked with BBH Singapore for six years, where he most recently served as senior art director. Prior to that, he held creative roles at DDB Singapore and Geometry Singapore.

In his previous roles, he has worked with brands such as Samsung, Riot Games, Meta, Singtel, and UOB.

Mak’s appointment follows VIRTUE Asia’s recent restructuring. The agency also recently promoted Lesley John as its chief executive officer.

VIRTUE Asia partners with various global and regional brands, including Diageo, Toyota, and Shiseido.

Huiwen Tow, head of strategy at VIRTUE Asia, said, “Amos’ ability to blend cultural insight with innovative storytelling aligns with our mission to help brands become culturally relevant. His experience in branded entertainment and experience-led campaigns will be invaluable as we continue to expand our creative firepower across Asia. He’s also committed to nurturing the next generation of creative talent and has been active in mentoring young creatives in their careers. We’re beyond psyched he’s joined the VIRTUE Asia team.”

“I’ve always believed that the best work is born from culture – not imposed on it. That’s why I’m excited to join VIRTUE Asia, an agency that understands the power of cultural resonance and actively builds brands from within it. I look forward to collaborating with the incredible talent at VIRTUE Asia to create a new brand of culture-first creativity that doesn’t just get seen, but includes and involves individuals, communities and fandoms,” Mak commented.

Singapore – Dating app Tinder has unveiled updates to its ‘Explore’ page to enhance how users find matches in time for Valentine’s Day.

As the use of the app peaks this February, Tinder has added new tiles reflecting shared interests to enhance the personalisation of the ‘Explore’ page. Through the update, Tinder aims to enhance user experience through personalisation.

The new tiles include categories like ‘Non-Monogamy’ and ‘Serious Dater,’ helping users find partners that align with their intention. Other new tiles include ‘Short-Term Fun,’ ‘Long-Term Partner,’ and ‘New Friends.’ 

‘Explore’ is a personalised space that organises profiles into categories through tiles that encapsulate common interests. This includes existing categories such as ‘Binge Watchers,’ ‘Coffee Date,’ and ‘Nature Lovers.’ 

Tinder plans to upgrade the ‘Explore’ page in the future, with the goal of catering better to LGBTQIA+ groups while further enhancing personalisation.

“The Swipe experience is just one part of dating, as singles are looking to connect with others who share their relationship goals. Explore tiles cut through the guesswork, creating dedicated spaces where singles can match with real intention—whether they’re after something serious, non-monogamy, or just new friends. The future of dating is clear, and Tinder is helping make it easier to navigate it with confidence,” Vivek Patel, senior vice president of product at Tinder, said.