Tag: APAC

UK – Heineken kicks off 2025 with a bold new global campaign for its non-alcoholic beer, Heineken 0.0, aimed at breaking the stigma around alcohol-free choices and championing the right to go alcohol-free without needing a reason.

Titled ‘0.0 Reasons Needed,’ Heineken’s latest campaign delivers a clear message: choosing to go alcohol-free shouldn’t require an explanation. The campaign is reinforced by a series of TVCs that humorously challenge common stereotypes, such as assuming someone is the designated driver or on a health kick.

By celebrating personal choice, the brand aims to uplift those who choose Heineken® 0.0 simply for its refreshing taste, empowering individuals to embrace moderation—whenever and however they want.

Nabil Nasser, global head of Heineken® Brand, shared, “The launch of Heineken® 0.0 in 2017 revolutionised the non-alcoholic space. A premium, high-quality brand offering a 0.0 has helped make moderation cool. It’s exciting to see this new research uncover a growing social acceptance of non-alcoholic drinks—not just accepted, but also something people see as a cool and confident choice.”

“That said, you can see there is still work to be done with the research spotlighting low and no alcohol judgement still exists, so we need to be dynamic and inventive around how we tackle these stereotypes. We’re proud of our great-tasting Heineken® 0.0 and its role in helping to remove the stigmas in this space so people can enjoy it without being judged. Perhaps someone is the designated driver, or maybe they just really fancy a refreshing Heineken® 0.0—our latest campaign shows the bottom line is, you don’t need a special reason to go alcohol-free,” Nasser further explained. 

Heineken 0.0’s new campaign is supported by a recently commissioned study with University of Oxford Professor Charles Spence, which highlights that going alcohol-free can still raise eyebrows—particularly among Gen Z.

The survey found that 21% of Gen Z in the UK, USA, Japan, Spain, and Brazil have hidden their non-alcoholic drink choices due to social pressures, with over one-third feeling pressured to drink alcohol in social settings.

Charles Spence, Professor of Experimental Psychology at the University of Oxford, explained, “Our study has uncovered some fascinating insights into evolving societal attitudes towards alcohol consumption. For many, alcohol is no longer the default in social situations—we’re seeing a shift towards more mindful consumption. Yet, in cultures where drinking alcohol is still predominantly viewed as the norm, opting out can be stigmatised. This is particularly true for Gen Zers and millennials.”

“For generations, alcohol has played a central role in the way humans socialise; therefore, dominant assumptions and stereotypes surrounding our drinking habits remain deeply ingrained in society,” Spence added. 

Heineken’s new campaign is part of the brand’s ongoing effort to expand the non-alcoholic beverage category and reshape consumer perceptions around alcohol-free choices. Beyond growing the market, Heineken seeks to ease social pressures tied to moderation and dismantle the stigma around opting out of alcohol, promoting the right to make judgement-free decisions.

Directed by Hanna Maria Hendrich and filmed in Barcelona, the TV commercials will air globally in January 2025. Heineken remains committed to promoting moderation through campaigns like “When You Drive, Never Drink” and its global sponsorship of Formula 1®.

Hong Kong – Japanese beer brand Asahi Super Dry has teamed up with renowned Japanese art project TERADAMOKEI to unveil limited-edition Model Kit-inspired cans and packaging, bringing a fresh, creative twist to Lunar New Year celebrations.

For this campaign, Asahi Super Dry tapped TERADAMOKEI’s signature 1:100 scale Model Kit concept to create limited-edition cans that depict a vibrant Lunar New Year scene, complete with friends, festive décor, and lively conversation around a table set with Asahi Super Dry glassware.

The design highlights barley and hops in yellow, honouring the core ingredients of Asahi Super Dry, while speech bubbles symbolise the connections people share—both online and offline—during festive gatherings. The blend of traditional Lunar New Year red with sleek Asahi Super Dry silver adds a modern, dynamic flair to the packaging.

With these limited-edition creative cans, Asahi Super Dry aims to celebrate the joy of creation and enhance the festive spirit by delivering a unique twist to Lunar New Year celebrations for beer lovers across the region.

Just as Asahi Super Dry’s crisp, refreshing taste symbolises progress, TERADAMOKEI embodies modern Japanese innovation through its paper model kits. Founded in 2011 by award-winning architect Naoki Terada and Fukunaga Printing Co., the project has redefined the Model Kit genre by shifting from mechanical designs to human scenes and replacing plastic parts with paper, broadening its appeal beyond hobbyists.

Asahi Super Dry’s limited-edition Model Kit design cans, created in collaboration with TERADAMOKEI, are now available across APAC in supermarkets, online, and select restaurants—including Hong Kong, Mainland China, Taiwan, Thailand, Singapore, and, for the first time, Vietnam.

Singapore – Analytic Partners, the global marketing measurement and optimisation organisation, has strengthened its Asia Pacific leadership team with the promotion of Paul Sinkinson to managing director and the appointment of Nikki Taylor as director of marketing for the region.

For nearly a decade, Sinkinson has served as Analytic Partners’ managing director for Australia, playing a crucial role in transforming the Australian office into one of the company’s most successful global markets. Under his leadership, he forged strong partnerships with major brands like McDonald’s, Woolworths, and Arnott’s, driving significant improvements in ROI and marketing effectiveness.

In his new role as managing director of APAC, Sinkinson will focus on enhancing client relationships and expanding Analytic Partners’ solutions across key markets, including Singapore, Southeast Asia, China, Japan, and Korea.

Commenting on his promotion, Sinkinson said, “We’re at a pivotal moment in marketing where accurate and insightful analysis of marketing spend has never been more critical. The increasing demand for Analytic Partners’ market-leading solutions reflects this shift, and I’m excited to lead our exceptional team to help more businesses across the region unlock their growth potential.” 

“I’m excited to help drive this growth alongside our incredible team to even more businesses across the region at a time when every marketer is looking for that extra competitive advantage,” he added. 

Following Sinkinson’s promotion, Analytic Partners further strengthened its leadership team by appointing Nikki Taylor as director of marketing to drive the company’s growth in the region.

Taylor brings nearly 20 years of experience in the Asia Pacific market, including her recent role as marketing growth strategy director at UPS. She is an active member of the Global CMO Council and serves on the advisory board of BEETc, the organisers of the Martech Summit. Her expertise includes commercial analytics, marketing strategy, and team leadership.

In her newly created role, Taylor will spearhead the growth of Analytic Partners’ marketing and communications efforts in APAC. She will focus on boosting brand visibility, showcasing the value of data-driven marketing to senior business leaders, and overseeing a growing team of marketers while driving strategic partnerships across the region.

On her appointment, Taylor commented, “As a data-driven marketer, joining Analytic Partners is an incredible opportunity to help businesses unlock growth through actionable insights. I know first-hand the challenges modern marketers face, and I’m excited to help my peers deliver results that impress CFOs and drive long-term value.”

“APAC is an exciting market for marketing analytics, and I’m thrilled to be part of a team that’s driving awareness and adoption of commercial analytics as a vital step beyond traditional marketing mix modelling,” she added. 

Meanwhile, Sinkinson said, “Nikki’s appointment is a significant win for Analytic Partners. Her extensive regional experience and strategic mindset will play a crucial role in elevating our marketing capabilities. Nikki’s unique perspective as a brand-side marketer is already proving invaluable as we refine our approach to better serve our customers.” 

These appointments reinforce Analytic Partners’ commitment to enhancing its leadership and impact in the APAC region. With plans to expand its team across key markets and deliver customised analytics solutions, the company is well-positioned to drive measurable growth and deliver greater value for marketers across the region.

Nancy Smith, CEO of Analytic Partners, explained, “APAC continues to be one of our focus regions with high growth potential. These appointments reflect our commitment to investing in APAC. Paul has been a cornerstone of our success in Australia, and I am confident he will continue to drive outstanding results in his expanded role.”

Smith continued, “We’re also delighted to welcome Nikki, whose passion for data-driven marketing will help empower customers across the region. Together, with our dedicated local teams in Singapore and Shanghai, they bring the vision and leadership we need to create value for our customers.” 

Singapore – Zendesk has named technology industry veteran and customer experience expert Mitch Young as its new senior vice president for Asia Pacific, tasking him with spearheading the company’s growth across the region’s dynamic markets. 

Effective immediately, Young will lead Zendesk’s growth strategy across the Asia Pacific region, overseeing key markets such as Australia, India, Japan, Singapore, and beyond. 

Before joining Zendesk, Young held leadership roles at IBM and most recently at ServiceNow, where he successfully led the Asia Pacific region for nearly six years before taking a sabbatical.

Based in Melbourne, Young brings extensive experience in regional leadership roles. His career has taken him to Singapore and Shanghai, where he managed business growth across both mature and emerging markets in the APAC region.

Zendesk plans to leverage his vast knowledge of the region’s markets to build on one of the fastest-growing regions for the company. 

Speaking on his new role, Young shared, “This is a time of massive opportunity for us at Zendesk. As the company delivering the most comprehensive suite of AI-powered CX solutions, we are at an exciting inflection point. This aligns well with the macro opportunities in APAC, the region that is poised to deliver exponential growth in the global economy.” 

“I am excited to be here and work with our teams to support APAC businesses as they position themselves to take advantage of these growth possibilities,” he added. 

Zendesk supports brands in financial services, retail, and manufacturing across the APAC region, which is also home to engineering hubs in Melbourne and Singapore that drive global product development. Recently, the company released its CX Trends report, revealing that APAC leaders who embrace AI are 172% more likely to achieve high ROI, while 72% of consumers expect more personalised service.

Commenting on the APAC landscape, Young said, “What I find most exciting about the CX space, at this time particularly, is how AI is enabling efficiencies and productivity gains across the board. Eighty-two percent of agents in APAC believe that having an AI copilot would help them do their job better. We’re partnering with businesses whose impetus is retaining and growing their customer base, amid growing economies but also growing competition.” 

Singapore – Meltwater, an online media monitoring company, has announced new client wins along with growth initiatives in the Asia-Pacific region.

New additions to Meltwater’s client portfolio include Ricoh, an imaging and electronics company, and Hugosave, a wealth and savings app.

Meltwater is set to provide solutions to the companies, specifically for Ricoh’s cross-market operations and Hugosave’s monitoring of performance and events.

Additionally, Meltwater has also launched initiatives for innovation and collaboration, including its introduction of customer advisory boards, which allow the co-creation of solutions with clients.

As part of its efforts towards innovation, Meltwater has launched AI-powered platforms to streamline tasks, and an automated brand analytics tool.

Meltwater is also expanding globally, with new offices in Mexico and India. 

“Ultimately, we connect the dots between problems, challenges, and goals on one side, and the solutions, opportunities, and support that Ricoh offers on the other. With Meltwater, we found a true, all-in-one solution and partner for these activities,” James Loginov, head of marketing communications of the APAC Marketing Department at Ricoh Company Ltd., said.

“We needed the ability to monitor digital media, search engines, and social media platforms all in one place. With Meltwater, we can conveniently track mentions of Hugosave and relevant topics, monitor competitor activities, and stay updated on relevant industry trends,” Raymond Lo, growth and marketing team lead of Hugosave, commented.

David Hickey, executive director of Asia Pacific at Meltwater, said, “We’re entering an exciting new phase of growth in Asia Pacific, focusing on innovation and collaboration with our customers and employees. In an era where the key to brand success lies in extracting deep, data-driven insights from fast-moving online conversations, AI is critical to helping companies not only capture but understand the full picture. Meltwater’s investments in tech hubs and advanced AI technology ensure that our customers in APAC have the power to efficiently analyse vast datasets—from news and social media to online forums—and transform these insights into impactful strategies. We’re committed to equipping businesses to shape their markets and drive measurable results with agility and precision.”

Singapore – Multi-channel advertising platform StackAdapt has appointed Alessandra Alessio as director of marketing for the Asia-Pacific (APAC) region. Alessio joins the company as a former marketing executive at Google.

With more than a decade of experience in digital advertising, Alessio is set to drive StackAdapt’s growth across APAC in her new role.

Alessio will spearhead the execution of marketing strategies to boost StackAdapt’s brand presence, demonstrating its capabilities to support brands.

Throughout 16 years working at Google, Alessio has held roles in B2B marketing and sales. She has worked in the APAC region with a focus on adtech, measurement, and data privacy solutions for 12 years, with 8 years being focused on the Australian market.

Alessio’s appointment follows StackAdapt’s recent key appointments in Hong Kong and Japan.

“I was drawn to StackAdapt by its powerful multi-channel media buying platform and its incredible culture, which prioritises delivering exceptional service to agency and brand clients. With significant growth plans for APAC, I’m thrilled to help drive the next phase of expansion and innovation in the region,” Alessio commented.

Liam McCarten, StackAdapt’s Asia-Pacific vice president, said, “I’m delighted that Alessandra chose to join StackAdapt. Her deep understanding of our audiences, our industry and our region will only fuel our ability to grow our brand & our business. We’ve made a lot of progress in growing our visibility across APAC, but no doubt Alessandra will lead strategies and tactics that will elevate our standing and differentiation even further. We really believe we’re building a standout team in the industry. Alessandra fuels that belief.”

Singapore – Microsoft Asia has appointed Vivian Chua as the new leader of its consumer devices and creativity retail sales division, where she will lead efforts to drive growth and enhance consumer experiences in the age of AI.

Starting December 2, 2024, Chua will lead the consumer sales, category, and channel partner marketing teams across the Asia region, including Greater China, India, Japan, Korea, Southeast Asia, and Australia and New Zealand, with a focus on driving growth for Windows, Surface, and Microsoft 365.

Alongside Microsoft’s retail partners and the broader partner ecosystem, Chua and her team will work to deliver exceptional consumer experiences that drive the shift to AI platforms, as well as accelerate cloud and subscription adoption.

Chua brings 30 years of experience in the technology industry, including more than two decades in leadership roles at HP across Asia Pacific and Japan. She has deep expertise in regional and country management, go-to-Market transformation, and category management.

Chua’s appointment follows the announcement of Su Yin Yam’s retirement after five years as Microsoft Asia’s leader of the consumer sales organisation for devices and creativity retail. During her tenure, Yam transformed Microsoft’s consumer business models across Asia, delivering seamless customer experiences. Most notably, she led the introduction of the AI-powered Copilot+ PC, the fastest and most intelligent Windows PCs to date.

Singapore – impact.com, a partnership management platform, has appointed Emma-Jayne Owens as senior director of community and enablement for the Asia-Pacific and Japan (APJ) region. 

Owens’ appointment at impact.com entails a focus on stakeholder training, advocacy, and community enablement activities in APJ, particularly in Southeast Asia (SEA).

Through the newly created position, Owens is tasked to deliver initiatives that will inspire the marketing industry including roundtables, networking events, sales coaching, and others.

In SEA, Owens will support the company’s expansion and market education, identifying Singapore, Malaysia, and Indonesia as key markets.

Owens has held senior leadership roles at companies such as Blis, Australian Radio Network, Big Mobile and ninemsn (MI9). She brings a comprehensive background in strategic planning, operational leadership, and revenue generation in the digital and media technology industry.

“We’re bringing in a leader of EJ’s pedigree because we‘re committed to driving the advancement of the partnership economy across APJ. Her expertise in building high-impact industry relationships and education programs will be instrumental as we continue to empower our community of brands, agencies and publishers in the region, especially in SEA to unlock growth through affiliate, influencer and customer referral marketing — especially critical as the industry navigates rising customer acquisition costs and tighter marketing budgets,” Adam Furness, APAC Managing Director at impact.com, said.

Owens commented, “What excites me most about this role is the opportunity to combine my leadership and coaching experience with my passion for people and connections – which is what the Partnership Economy is all about. I look forward to building programs that deepen industry knowledge in a diverse market like Southeast Asia, creating both on and offline events and initiatives to help upskill and inspire the next generation of partnership marketing leaders.” 

Australia – Nearly half (43%) of marketing leaders intend to boost their account-based marketing (ABM) budgets, a significant rise from 28% recorded at the same time last year, according to a survey by xGrowth in collaboration with Media Collateral.

The survey reveals a shift in spending sentiment as the economic downturn recedes, with senior marketing leaders across Asia-Pacific ramping up investments in 2024 and signalling plans for further increases in 2025.

The survey highlights a notable shift, with 46% of marketing leaders maintaining their current general marketing budgets—up from 23% last year—while 13% have increased spending, a significant rise from just 4% in the previous year.

Meanwhile, only 31% reported a decrease in spending compared to 58% last year. 

“After 18 months of budget cuts driven by economic uncertainty, marketers are signalling a return to growth with increased spending planned for 2025. This positive shift in sentiment suggests confidence in the market’s recovery and the vital role marketing plays in driving business success,” said Shahin Hoda, managing director at xGrowth. 

The survey also explored how APAC marketing leaders are leveraging the growth of generative AI and its transformative impact on their marketing strategies.

ABM practitioners increasingly view generative AI as a game-changer. In 2024, over 45% of APAC marketing leaders reported that generative AI has shaped their ABM strategies—a significant increase from 23% in the previous year.

Additionally, 74% of respondents believe AI will simplify their work, marking a significant rise from 47% in 2023. The proportion of those who feel AI delivers better results has also surged, climbing from 24% last year to 47% this year.

The percentage of respondents who believe AI reduces costs has risen sharply from 38% in 2023 to 58% in 2024. Notably, concerns over legal and data security issues have decreased significantly, dropping from 24% last year to 15% this year.

“Marketers are leveraging AI tools to create highly personalised campaigns, analyse data in real-time, and boost efficiency—achieving results that were unimaginable just 18 months ago. Initial concerns about legal and security are fading as marketers embrace AI’s potential,” Hoda explained. 

The survey also highlighted the expanding role of generative AI in marketing, with AI-powered content creation—such as blog posts, emails, and social media copy—leading the way at 70%. Personalisation emerged as another key application, cited by 51% of respondents. Additionally, marketers are increasingly leveraging generative AI for campaign planning (28%) and data analysis (24%).

Regarding the adoption outlook for generative AI, 91% of senior marketing leaders anticipate increased use of AI tools within their organisations over the next two years. With only 1.67% expecting a decline, the findings underscore a strong commitment to expanding AI’s role in ABM strategies, solidifying its position as a cornerstone of future marketing initiatives.

Singapore – Starbucks has teamed up with Universal Pictures to celebrate the cinematic release of Wicked through new beverages and merchandise launches.

In time for the film’s debut in theatres, Starbucks is set to release Wicked-themed products on Nov. 20 across select markets in Asia-Pacific.

Inspired by the characters Glinda and Elphaba, Starbucks is releasing two handcrafted beverages for a limited time.

The Glinda-inspired Mango Dragonfruit beverage combines coconut milk and ruby-red cookie crumbs, reminiscent of the character’s pink potion. Meanwhile, Elphaba’s Cold Brew combines Starbucks Cold Brew with matcha foam and a hint of peppermint.

The beverages will be available in Australia, Malaysia, the Philippines, Singapore, and Vietnam.

In addition, a variety of cold cups, tumblers, keychains, and other merchandise will also be available. Customers can also avail of Starbucks Cards and eGifts, also with Wicked-inspired designs.

The merchandise line-up is available for customers in Australia, India, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

“As Wicked makes its long-awaited big-screen debut, we’re thrilled to be celebrating its enduring legacy of friendship and community, electrifying the senses in ways only Starbucks can,” Samuel Fung, vice president of product and marketing at Starbucks Asia-Pacific, said.

“By joining forces with Universal Pictures, we invite customers and Ozians to a magical Third Place where they can connect over this pop culture moment while indulging in Oz-themed beverages and merchandise. Together we’re unlimited – in our potential to create unforgettable experiences that uplift the everyday,” Fung added.