Tag: APAC

Singapore – Online brokerage firm Tiger Brokers has appointed independent agency W Communications to handle its communications across Singapore and the Asia-Pacific (APAC).

Following its win in a competitive pitch, W Communications is set to boost Tiger Brokers’ brand awareness and build trust for audiences in the region. W Communications will highlight Tiger Brokers’ mission to make trading and investing accessible. 

Amplifying Tiger Brokers’ offerings and expertise through the partnership, W Communications will strive to engage a wider audience while maintaining its focus on the firm’s primary target audience, which consists of retail investors and individuals with high net worth.

Through the partnership, W Communications continues strengthening its presence in the region while growing its multinational clientele.

Kenneth Chew, corporate lead at W Communications, said, “By operating in the region’s highly competitive financial hub, staying at the forefront of industry innovation is no longer just an advantage – it is a necessity. With this partnership, we aim to solidify Tiger Broker’s leadership position through impactful content and campaigns. Our team’s experience in the financial sector provides us with a deep understanding of market dynamics and movements, which enables us to effectively convey Tiger Broker’s key messages through a comprehensive approach that integrates technical market insights with strategic branding initiatives.”

Shelton Chang, PR manager at Tiger Brokers, commented, “Engaging with investors today will require an innovative communication strategy for robust storytelling. Our partnership with W Communications highlights our commitment to staying ahead of the industry curve when it comes to effectively conveying our value proposition to clients, in line with our business objectives.”

Amidst Kaspersky Lab’s business landscape are the escalating geopolitical issues that have impacted its global operations. At the time, Kaspersky had just undergone a significant rebrand and was about to launch its new consumer products.

This case study discusses how Kaspersky navigated this landscape, increasing revenue and enhancing brand awareness amidst rebranding as it partnered with digital marketing agency JOLT Digital.

The Challenge

Against the backdrop of geopolitical predicaments affecting operations in the Western markets, Kaspersky was immersed in the pressure of increasing revenues in Southeast Asia (SEA) and Greater China. Kaspersky marks the region with the highest business potential, spanning the markets of the Philippines, Singapore, Vietnam, Thailand, Malaysia, Indonesia, Taiwan, and Hong Kong.

Strategies for revenue impact needed to be implemented fast, especially during the second half of 2023, covering sales periods such as Back to School, 11/11, Black Friday, Cyber Monday, Christmas, and New Year.

Additionally, Kaspersky’s brand awareness was relatively low due to the rebrand, posing a problem for the company as it planned to launch a new suite of subscription products. It also needed to compete with key regional players, including Norton, Trend Micro, Avast, and McAfee.

The Objectives

Kaspersky aims to increase revenue through higher conversion while maintaining a positive return on ad spend (ROAS). It aspires to capture new audiences with higher purchase intent, ensure optimal budget for maximum ROAS, and enhance overall campaign effectiveness.

Kaspersky’s key goals include:

  • Uncovering audience insights through the Global Web Index to identify trends that Kaspersky can apply to its strategic planning
  • Understanding potential months where spending can be capitalised to guarantee higher impact in more competitive months
  • Identifying the most optimised budget allocations using JOLT’s proprietary technology, J-CAL, a scientific approach to media planning

The Solutions

Working with JOLT Digital, Kaspersky harnessed the abilities of the J-CAL proprietary data analytics tool, to optimise its budget and media mix based on scientific data, enhancing return on investment. JOLT also collaborated with GWI, a market research company that provides insights on specific users of cybersecurity services.

With GWI, JOLT found that users in the region spend more than 3 hours using their mobiles daily, specifically to explore Meta and TikTok. Additionally, they learn about new brands through search engines and social media ads, relying on consumer reviews and product websites to research them. Brands that offer coupons and discounts increase their chances for their products to be purchased.

Based on the insights, Kaspersky and JOLT sought digital channels and chose the video and static formats, identified as the formats that would efficiently reach the target audience.

JOLT then moved to the two stages of budgeting. Leveraging both companies’ expertise, the budgets were allocated to individual markets according to past performance and target return on ad spend. J-CAL was then employed, which recommended the final budget allocation that consists of 30% for search, 85% of the remaining 70% for social and 15% for display.

The Result

Through the collaboration, Kaspersky saw an 85% improvement in quarter-on-quarter revenue in SEA, with the click-through rate recorded as high at 3.51%. Meanwhile, the company observed a 138% improvement in revenue in Greater China, surpassing its H2 target by 10%. There was also an increase in month-on-month ROAS by an average of 8%.

Small and medium enterprises (SMEs) have long been the driving force behind economic growth, especially in the Asia-Pacific (APAC) region, where they dominate the business landscape. Yet their strength in number is not the only thing they need to thrive. 

Complexities often loom over SME operations, hindering further growth. For one, the business-to-business (B2B) and business-to-business-to-consumer (B2B2C) markets can be an elaborate web difficult to traverse.

FedEx, a transportation, e-commerce, and business services provider, has made it its mission to empower SMEs through its operations. 

In MARKETECH APAC’s latest What’s NEXT in Marketing interview, Salil Chari, FedEx’s senior vice president of marketing and customer experience in Asia Pacific, details how the company is transforming its trade and SMEs alongside it.

Supercharging the ‘backbone of economic growth’

As an advocate of the small business community, FedEx recognises how it is the backbone of economic growth in APAC, making it a priority in its mission.

“With SMEs accounting for 90% of businesses, 50% of employment, and 40% of national GDP in emerging economies, supporting their growth is not just a focus for us—it’s a priority,” Salil said.

To support the sector, FedEx leads the transformation within its network to power global trade with a data-driven approach while leveraging technology. It aims to make its network efficient, streamlining its shipping process and allowing real-time tracking. FedEx also allows for flexibility in deliveries, adapting to changing demands. Additionally, it leverages advanced and data-driven insights into its platform, ‘FedEx Surround® and SenseAware ID, which ensures transparency for businesses on their shipments.

“By optimising operations and creating a resilient infrastructure, we’re reshaping how

we work to deliver exceptional customer experiences. Our vision is clear: to make supply chains smarter for everyone,” Salil said.

Beyond logistics, FedEx has also tapped into funding with its FedEx Small Business Grant Program, which is tailored for innovative entrepreneurs who want to grow their businesses.

“Additionally, resources like the FedEx Small Business Center and FedEx Business Insights provide expert guidance with practical tips, and insights to SMEs looking to navigate market complexities, and business challenges,” Salil said.

Navigating B2B, B2BC markets

SMEs seeking expansion would find significant opportunities in tapping global B2B and B2B2C markets, Salil said.

“With B2B commerce projected to surpass $20.9 trillion by 2027 and global trade growing at 4% annually, SMEs are well-positioned to leverage these trends. FedEx supports them with the tools, expertise, and technology to navigate global markets confidently,” he explained.

Expanding beyond local borders is undoubtedly complex, as SMEs must consider custom regulations, logistics, and costs. However, Salil shares how FedEx can simplify these concerns.

“In B2B markets, where high-volume shipments and reliability are critical, FedEx ensures timely, efficient deliveries through its global network spanning over 220 countries and territories,” Salil said.

“Whereas in B2B2C markets, speed and flexibility are key to meeting customer expectations. FedEx® International Connect Plus (FICP) offers cost-effective shipping between APAC, the U.S., and Europe within one to three business days, helping SMEs compete in a fast-paced e-commerce environment,” he added.

FedEx also enhances its customers’ experiences by allowing them to personalise and customise delivery times and locations depending on their needs.

“Consumers can manage their deliveries directly through platforms like WhatsApp or WeChat, offering flexibility and ease. By combining a robust global network, advanced logistics solutions, and personalised delivery options, FedEx enables SMEs to build trust, strengthen relationships, and succeed in today’s competitive global marketplace,” Salil said.

Strengthening digital-first strategy

At the centre of FedEx’s strategy to streamline and optimise its operations to empower SMEs is digital transformation. Salil shares how SMEs, particularly in Asia, are investing more in technologies that improve their performance through digital solutions.

“Digital transformation can be a game changer for small businesses. While startups are often tech-savvy, smaller firms sometimes face challenges in navigating the complexity and cost of tech investments. However, technology is a great enabler, offering these businesses the tools to generate value quickly,” Salil said.

“We’re evolving into a digitally led company, leveraging the value of data alongside our extensive physical network. This dual focus allows us to help SMEs transform their operations by offering digital tools and platforms that are easy to integrate into their existing systems,” he added.

Salil also shared how FedEx was able to deliver real-time intelligence to its customers through investments in artificial intelligence and machine learning. These tools also help businesses across all phases of their operations.

“Digital transformation doesn’t have to be complex. By collaborating with logistics experts like FedEx, SMEs can access expertise and digital solutions to simplify their operations, enhance performance, and unlock growth opportunities in international markets. It’s about helping businesses build a bridge between the physical and digital, driving sustainable success and enabling them to thrive in an increasingly competitive landscape,” Salil said.

Through its commitment to empowering SMEs, FedEx has not only optimised its network but extended its impact to the businesses it works with. While FedEx strengthens its logistics, SMEs are also able to tap into digital strategies, unlocking opportunities for further growth.

Singapore – Design Bridge and Partners (DBP), a brand design company, has appointed Charlie Lowe as its chief strategy officer for Asia-Pacific (APAC), effective immediately.

Lowe brings more than 15 years of agency experience, a decade of which he spent with Ogilvy. 

During his term at Ogilvy, Lowe worked with major brands such as IBM, VW, Nestle, British Airways, InterContinental Hotels, and Huawei. He handled various markets, including Melbourne, Beijing, Singapore, and New York.

Most recently, Lowe served as chief strategy officer at McCann Worldgroup, leading the agency’s growth in Southeast Asia with regional and global campaigns,

“When I started having discussions with Design Bridge & Partners about joining the team, everyone I spoke with was not only incredibly talented but also genuinely nice and engaging. Beyond being impressed by their list of exciting clients and work, I thought, ‘I really want to work with these people,’” Lowe said.

Alexandra Cerruti, APAC managing director of Design Bridge & Partners, commented, “Charlie isn’t your typical brand strategist. With a background in strategy within communications agencies, he brings a fresh and unique perspective to the team. As clients increasingly seek synergies and seamless brand experiences, the lines between branding and communications are becoming ever more interconnected. Charlie’s deep passion for brands, combined with his strategic insight, will be invaluable in helping us deliver holistic solutions that truly resonate with our clients. We’re excited to leverage his expertise to drive success and create meaningful brand experiences.”

Singapore – After achieving sustained growth, LoopMe, the technology company leveraging artificial intelligence to enhance brand advertising performance, has appointed James Parker as its new head of APAC to spearhead its regional expansion efforts.

Based in Singapore, Parker will lead LoopMe’s efforts to expand its footprint across the APAC region, with a particular focus on driving growth in Australia, Southeast Asia, and the Greater China Region.

Parker brings extensive industry expertise to LoopMe, joining from MiQ, where he held the role of managing director for Southeast Asia, overseeing strategic growth and regional operations.

Parker’s appointment comes on the heels of LoopMe’s announcement of achieving a fully organic gross revenue CAGR of 40% between 2018 and 2024, along with surpassing $2 billion in total gross revenue.

In addition to Parker’s appointment, LoopMe has expanded its presence in Australia with a new Melbourne office, appointing HS Shin as senior sales manager to grow its client base in Victoria. Meanwhile, Alicia Placer has joined the Sydney office as sales manager, focusing on growth with agency holding groups and independent shops.

Stephen Upstone, CEO and founder of LoopMe, commented, “2024 has been pivotal for our business, opening up a new chapter in our evolution. Off the back of seven years of consistent and stable organic growth, we have now taken advantage of a strong M&A opportunity to accelerate this. APAC is central to our plans for the business, and we see enormous potential in developing the company across the region by tapping into digital advertising’s growth areas.”

He added, “With James joining as the new head of APAC, we are confident that our business in this region will continue its successful expansion; we welcome James, HS, and Alicia to the LoopMe team.”

Singapore – The snacking and confectionery market across Asia Pacific (APAC) is booming, recording 10% growth in both volume and value in 2024, reaching a market valuation of US$64 billion, according to a new report from NielsenIQ (NIQ).

According to the report, the APAC snacking landscape is evolving, driven by demands for convenience, healthier choices, and a curiosity for new options, with 73% of consumers eager to try new brands. This curiosity is further fuelled by key discovery channels, including online reviews (38%), family and friend recommendations (36%), and offline visibility (31%).

NIQ’s report highlights that convenience, health consciousness, and mood-boosting snacks are key factors shaping consumer preferences in APAC.

The report reveals that convenience is the top priority for APAC consumers when choosing snacks, with 84% highlighting its importance. This is followed by preferences for low-calorie, healthier options (73%) and mood-enhancing snacks like stress relievers (69%).

Portion-controlled snacks are also growing in popularity among APAC consumers, with 33% incorporating meal kits or prepared foods into their snacking habits. 

Additionally, protein snacks are gaining popularity, with brands expanding their offerings beyond bars to include chips, ice cream, cookies, and more.

The report further highlights notable differences in healthier snack preferences across age groups. Boomers (60+ years) prioritise low-sugar options over low-calorie snacks or those with healthier ingredients, reflecting their focus on managing specific health concerns.

In contrast, Millennials (28–43 years) favour snacks with enhanced flavour, high fibre, and functional benefits, placing these attributes above low-sugar options as they balance health with versatility. Meanwhile, Gen Z (18–27 years) seeks snacks that enhance mood, offer bold flavours, and provide unique varieties, aligning with their desire for emotional well-being and novelty.

As health-conscious snacking continues to rise across APAC, NIQ emphasises that the confectionery industry is set to expand its range of health-orientated products to meet the growing demand for healthier options.

The report also found that, among APAC countries, Singapore leads the region in snack spending, with consumers averaging USD $121.30 per buyer in 2024. This marks the highest spending in the region, up from USD $119.30 in 2023.

According to the report, this growth is driven by strong performances in key categories, including gum and candy (+18%), other snacks (+15%), and chocolates (+7%) during the same period.

Beyond health, variety plays a crucial role, with 62% of APAC consumers valuing unique snack options. In Singapore, original, cheese, and spicy flavours are the top choices, while BBQ, spicy, and cheese dominate in Southeast Asia. Price sensitivity also remains a significant factor in consumer decisions, with price drops being the primary influence on brand selection.

Singapore – FleishmanHillard has appointed Thomas Skelton as the new regional lead for its research and analytics practice, TRUE Global Intelligence (TGI), overseeing operations across the Asia Pacific region.

Based in Singapore, Skelton will lead the growth and operations of TGI in APAC, driving the agency’s expanding research and analytics capabilities to deliver actionable, data-driven insights and solutions for clients throughout the region.

Skelton brings extensive experience from consultancy and in-house roles across the UK, China, and Singapore, with a strong track record in developing data-driven strategies for both global and local organisations in APAC. Before joining FleishmanHillard, he led the APAC Consultancy Practice at TEAM LEWIS, overseeing research and analytics across six markets. Previously, he was senior manager of communications strategy, APAC, at Cision. 

In his new role, Skelton will report to Joanne Wong, APAC president and senior partner at FleishmanHillard.

“Tom’s deep understanding of the region and proven expertise in research and analytics will be invaluable to the team as we continue to elevate the impact of our TGI offering and better serve clients in APAC. His appointment is also a testament to our strategic focus on embedding data and intelligence in every aspect of our work, seamlessly blending data, communication expertise, and creative brilliance to create outcomes that truly matter to our clients’ businesses,” Wong said. 

She continued, “Our clients are navigating an increasingly complex business ecosystem, requiring communications to be more bespoke and outcome driven than ever before, which is only possible with the power of data. As we work to elevate our unique position as the communications advisor who can deliver both intelligence-informed strategy and impactful execution in 2025, Tom’s leadership and the entire TGI team will play a key role in driving this vision forward.” 

FleishmanHillard’s TGI practice provides key insights into clients’ stakeholders, competitive landscapes, and outcomes, helping create meaningful audience connections to drive success. Powered by the OPRG Data Stack, the practice offers a range of consulting services across key APAC markets, including Singapore, Hong Kong, Japan, South Korea, and India.

Marjorie Benzkofer, global lead of TGI, said, “Data and analytics are at the heart of our global strategy to drive value and innovation for clients worldwide. Tom’s leadership will be instrumental in further integrating these capabilities into our APAC operations, equipping our teams to deliver transformative, market-specific solutions. We’re excited to welcome him to the TGI team and leverage his unique experiences and insights from the APAC perspective, which is increasingly vital to our clients and business globally.” 

Singapore – Publicis Groupe Asia Pacific has appointed former OMD USA executive Suhaila Hobba as its new APAC global client partner – transformation, reinforcing its commitment to driving client growth and innovation across the region.

Hobba brings 25 years of global media experience spanning agency leadership, ad tech sales, and client-side transformation, with key roles at Amazon, Yahoo, Omnicom, and IPG.

In her new role, Hobba will join the leadership team driving transformation for Publicis Groupe’s key global clients across APAC. She will relocate from Los Angeles to Singapore, where she will report directly to Asia Pacific CEO Jane Lin-Baden.

Hobba will work closely with capability leads and in-market champions to craft strategic solutions and implement transformation initiatives that support clients’ growth ambitions. This includes spearheading the integration and adoption of Publicis Groupe’s AI technologies to deliver measurable impact in the fast-evolving APAC market.

Commenting on the appointment, Lin-Baden said, “As we accelerate our growth in 2025, we have made strategic hires to strengthen our regional leadership team. We are delighted to welcome Suhaila Hobba to the Publicis family, and I am confident that Suhaila’s global experience and expertise will be a great asset to our team in empowering clients in their transformation agenda.” 

Before joining Publicis Groupe, Hobba was chief media officer at OMD USA, leading media, content, and commerce strategies to drive client growth. Previously, she served as global head of digital at Amazon’s in-house agency, MODE, where she built programmatic and paid social capabilities. Over the past decade, she has specialised in integrating data, technology, and innovation to position organisations for long-term success.

“I’m thrilled to join Publicis Groupe at a time when its investment in AI and innovation is leading the way in transformation. By harnessing strategic vision in combination with technology and AI, we can deliver meaningful impact for our clients. I look forward to working with the teams across the region to dive deep into our clients’ businesses, uncover opportunities, and help them accelerate growth and scale,” Hobba shared. 

Berlin, Germany – PIABO Communications, a communications agency in Europe, has opened its new Asia-Pacific (APAC) hub in Singapore. The new hub aims to solidify PIABO’s position as a global partner for tech companies.

Responding to the increasing demand for communications counsel in APAC, PIABO also aims to help local companies looking for representation in Europe.

Through the new APAC hub, PIABO aims to become more accessible to clients and partners in the region as it considers Singapore as the economic center of APAC. It acts as a central hub for companies seeking expansion in markets including Indonesia, Vietnam, Malaysia, Thailand, and the Philippines.

With its closer location to clients in the region, PIABO enhances its global collaboration and intercultural competence. This will allow its network of clients and partners to develop a global strategy while ensuring local execution.

Sara Pereira, managing director in APAC, is set to lead and oversee PIABO’s APAC operations, leveraging her experience in the industry. Pereira has previously worked with companies such as Ogilvy and WE Communications.

Tilo Bonow, founder and chief executive officer of PIABO Communications, said, “Our expansion into Singapore is a strategic step to offer our clients a stronger presence in Asia’s dynamic markets. Many international companies face challenges in effectively communicating their brand messages in Asia. By having a team on the ground, we will be able to better support them and help them achieve their growth objectives.”

“The region’s innovative strength and the growing demand for communications services offer enormous potential. My goal is to help our clients successfully establish their brands in Asian markets and build sustainable relationships. With PIABO, a European market leader in innovation communications, we are bringing new momentum to the market,” Pereira commented.

Daniela Harzer, managing director and chief operating officer of PIABO Communications, commented, “This move demonstrates that we are ready to take the next step in our internationalization. With our new office in Singapore, we offer our network global reach combined with local expertise. It opens up opportunities for our team to learn from each other and grow together.”

Singapore – In a digital world saturated with information and fragmented audience attention, traditional advertising is no longer enough. Rising costs, ad fatigue, and growing privacy concerns have diminished the effectiveness of conventional ads, challenging brands to rethink their strategies to connect authentically with their audiences.

User-generated content (UGC) is emerging as a transformative solution, offering brands a powerful way to amplify their voice, foster community-driven advocacy, and build trust with consumers increasingly resistant to traditional marketing methods.

To help marketers navigate this shift, media monitoring company Meltwater has released an insightful guide, ‘Unlocking the Power of UGC for Meaningful Brand Connections.’ This report provides practical guidance for brands to harness UGC effectively and create authentic, impactful customer experiences.

The guide explores how UGC can redefine audience engagement by showcasing its ability to amplify brand authenticity, turn loyal customers into advocates, and drive meaningful connections in a fragmented media landscape.

It also outlines a three-step approach to leveraging UGC:

  1. Listening to consumer insights: Understand what resonates with your audience by actively analysing organic feedback.
  2. Engaging meaningfully: Foster genuine interactions with your community to deepen relationships.
  3. Building loyalty: Transform UGC into a long-term strategy for sustained brand growth.

Additionally, the report highlights real-world examples of brands using UGC to navigate challenges, seize opportunities, and create memorable moments that resonate with their audiences.

Teddy Cambosa, regional editor at MARKETECH APAC, said, “Amidst the noise of today’s marketplace, UGC stands out as a beacon for reshaping brand engagement—fusing authenticity with innovation. By connecting deeply with consumers’ values and lifestyles, we create not just products, but experiences that cut through the clutter and build lasting emotional bonds. This report from Meltwater is the ultimate playbook for impactful engagement for brands, as well as strategies in fostering organic interactions with customers.”

To access the guide, you may download ‘Unlocking the Power of UGC for Meaningful Brand Connections’ here.