Tag: APAC

Singapore – amp, the global sonic branding agency within the Landor group, has appointed Reiner Erlings as managing director for APAC and the Middle East, a strategic move to expand the agency’s footprint and drive innovative sonic branding solutions across these high-growth markets. 

Erlings’ leadership and expertise will empower amp to leverage the rapid digital transformation in the Asia-Pacific market, where demand for impactful and memorable brand experiences is on the rise.

With over 18 years of experience in the Middle East, Erlings is a recognized expert in sonic branding and composition. Known for crafting memorable sonic identities, his work spans sectors from airlines and government to banking and entertainment. His deep knowledge of regional music trends and sonic strategy brings a unique perspective that connects with local audiences while meeting global standards.

Erlings brings with him over 18 years of experience in the Middle East. He is renowned for his expertise in sonic branding and composition. As a specialist in creating memorable sonic identities, his contributions to brand identity are recognized across sectors, from national airlines to government, to banks and entertainment. His deep understanding of regional music trends and sonic strategy offers a unique perspective that resonates with local audiences while aligning with global standards.

“We are thrilled to have Reiner onboard as we continue our sonic efforts together in the APAC and the Middle East. Reiner’s deep experience and visionary approach to sonic branding are unparalleled, especially in markets where culture and tradition are integral to brand identity,” said Michele Arnese, founder and global CEO of amp. 

“His understanding of regional nuances, combined with our global sonic expertise, will deliver transformative brand experiences for our clients in the Middle East and APAC,” Arnese added. 

Meanwhile, Lulu Raghavan, president of APAC at Landor, commented, “As it gets more and more difficult to stand out in any category, brands will increasingly turn to multisensorial branding as a key differentiator to build strong brand identities. I’m very excited that our clients in APAC can now access world class sonic branding solutions through the expertise of Reiner and his talented team at amp.”

Hong Kong – PURE Group has appointed London-based agency Bloodstream as its lead partner for brand marketing, strategy, and advertising, tasked with enhancing the identity of its premium lifestyle brand across Asia.

In this role, bloodstream will refine PURE’s vision, mission, and brand personality, develop a bold 2025 campaign, and elevate PURE’s app and websites to new heights.

In a LinkedIn post, Marc Scott, founder and creative director at bloodstream, said, “So happy to be back working with PURE—the best fitness and lifestyle brand in Asia bar none! ”

Gary Wise, founder and strategy director at bloodstream, also commented, “So happy with this news! Not only a massive milestone in the life of bloodstream, but a huge personal joy for me—working with a brand and team that I love! PURE Group.”

Founded in 2002 and headquartered in Hong Kong, PURE Group has become a premier destination for premium gyms, yoga studios, pilates, and healthy cafes. Dedicated to promoting healthier, happier lifestyles, PURE Group’s renowned brands include PURE Yoga, PURE Fitness, PURE Pilates, PURE Nutrition, nood food, and FUZE.

PURE Group operates locations across Hong Kong, Shanghai, Beijing, and Singapore.

Colin Grant, founder and chairman of PURE, shared, “Excited to have bloodstream on board to bring PURE’s vision to life. Their great strategic thinking and creative skills will be a big boost for the brand as we grow.”

Singapore – Over half (56%) of consumers in the Asia-Pacific (APAC)  region say they will stop doing business with brands they do not trust, according to a report by customer engagement platform Twilio.

Twilio’s report highlights the importance of brand trust. It covers customers’ communication and channel preferences and highlights how these can influence trust.

With the rise of deepfakes in APAC, more consumers are finding it difficult to differentiate between trustworthy sources and scams. It has affected how consumers trust brands. 

Consumers are more likely to trust brands that use branded communications, such as messages with verification badges. In APAC, 68% of consumers will trust a brand’s communication which includes verification badges. Meanwhile, 57% of consumers say they find branded text messages more trustworthy.

According to the report, 55% of consumers would trust brands more if they use two-factor authentication while 54% demand quick response time. 43% of APAC consumers expect brands to respond within an hour, but only 31% of consumers report that they are satisfied with the brands’ response time.

Consumers also expect brands to communicate with them on their preferred channels. 86% of consumers expect brands to use their preferred channels, yet only 48% of brands actually do so. This presents an opportunity for businesses to improve their customer engagement.

Among consumers’ top preferred channels for businesses are email (81%), text messaging (SMS/MMS) (46%), and social messaging apps such as Facebook Messenger and Instagram (31%).

“In today’s discerning market, trust has become the cornerstone of customer-brand relationships. With tools like branded communications at their fingertips, businesses now have the unprecedented opportunity to build trust, strengthen brand recognition and deliver personalised experiences at scale. As richer communication channels emerge, the opportunities for deeper customer engagement will only grow,” Robert Woolfrey, vice president for Asia-Pacific and Japan communications at Twilio, said.

Sydney, Australia – StackAdapt, a multi-channel advertising platform, has launched the self-serve StackAdapt Brand Lift for advertisers in the Asia-Pacific (APAC) region. 

Through the update, advertisers and agencies can initiate brand lift studies within the StackAdapt platform, allowing them to measure campaign performance across multiple channels. 

The StackAdapt Brand Lift offers real-time insights and audience perceptions at multiple stages, enabling data-driven actions. It eliminates the need for third-party solutions, which can cause delays and can be more costly. 

Leveraging data accuracy, the new feature can provide reliable insights into the audiences’ perception of campaigns. It leads to precision in campaign performance findings, and consequently, optimisation of performance.

Additionally, StackAdapt allows customisation within its platform, ensuring that advertisers can tailor their studies according to their campaign goals. It also allows marketers to start and stop studies when necessary.

The brand lift tool supports a range of digital channels including native, display, video, CTV, OTT, audio, and in-game advertising. 

Liam McCarten, vice president of Asia-Pacific at StackAdapt, commented, “Our mission at StackAdapt has always been to empower our users with the most advanced tools to drive successful outcomes. With the introduction of our self-serve brand lift studies, we’re giving advertisers the ability to gain critical, real-time insights with unprecedented speed and flexibility. This is a transformative solution for marketers who need to stay agile and responsive in a rapidly evolving digital landscape.”

Sydney, Australia – Ogury, a global adtech company, has appointed Melisa Zenicanin as its new director of field marketing for Asia-Pacific (APAC). The appointment marks Ogury’s continued commitment to driving data privacy and its brand presence expansion in the region.

In an exclusive interview with MARKETECH APAC, Melisa shares her reflections about navigating the adtech industry in a new company and her plans to contribute to the industry’s future. 

Boosting Ogury’s presence in the region

As the director of field marketing for APAC at Ogury, Melisa aims to boost the brand’s presence in the region’s programmatic sector. Her focus is on nurturing relationships with agencies, brands, and publishers.

Meanwhile, she also leads a diverse team from Australia, New Zealand, Singapore, Malaysia, Indonesia, and Japan – with plans for further expansion. Their differences in location allow the company to tailor their approach to each market’s distinct needs. 

“This collaborative effort in addition to building out a local marketing team, will be crucial in enhancing our impact and driving success across the APAC landscape,” Melisa said.

With Ogury’s operations being grounded on championing data privacy, Melisa also shares her aim of imparting this knowledge to other companies in the industry. According to her, this will help educate the industry about effectively delivering solutions without compromising privacy. Consequently, this will also help the company enhance its brand awareness.

“We believe that strengthening our relationships with high-value prospects and enhancing our digital presence through localised content channels will play a big role in increasing our visibility and engagement,” Melisa said.

“At the heart of this approach is our incredible team and our focus on building strong relationships. With a robust team on the ground, we’re committed to driving returns for our clients. By combining these elements, we’re well-positioned to navigate the ever-evolving market landscape while championing privacy and innovation together,” Melisa added.

Continuing leadership stint in adtech companies

Before her appointment at Ogury, Melisa also held marketing leadership roles at Index Exchange and Travelport. In her experience at both companies, she learned how to adapt in the dynamic market, embracing innovation and constant awareness of industry trends.

As she focuses on regional market needs, she shares that it is important to understand the customers and the nuances of each market in Asia. She also highlights the need for collaboration within the company to accomplish tasks.

“Working cross-functionally with sales, product, and customer success teams proved vital in aligning our marketing efforts with business objectives. I’m excited to bring this collaborative mindset to Ogury, ensuring that our marketing initiatives support our broader goals.” Melisa said.

As she steps into her new role, she also aims to carry her philosophy of building trust among clients and partners for mutual success.

Championing consumer privacy with zero-party data

With data privacy concerns hounding adtech companies, Ogury sees an opportunity to meet the demand for transparency in advertising practices. Some companies, like Ogury, push for innovation that effectively delivers outcomes and does not compromise privacy. 

With this aim, Ogury highlights the use of zero-party data or information that consumers willingly share with brands. According to Melisa, zero-party data allows for a more trustworthy connection, ensuring that privacy is maintained while brands tailor their messages to enhance engagement.

“Additionally, the shift toward targeting personas instead of individual consumers is becoming increasingly valuable. This strategy allows us to focus on broader segments rather than depending on traditional identity graphs or contextual solutions, which often face scalability and accuracy challenges. By targeting consumer groups based on shared interests or behaviours, we can deliver more relevant advertising while maintaining consumer trust,” Melisa said.

Personified advertising and the act of targeting personas are strategies that Ogury aims to share with the industry, educating them on consumer targeting capabilities that are privacy-centric.

“Providing insights into these evolving strategies to help the industry navigate the complexities of the adtech landscape while prioritising consumer privacy will be key. This approach not only reflects our commitment to ethical advertising but also ensures access to solutions that scale independently of future industry decisions, all while emphasising consumer choice and engagement,” Melisa concluded.

Malaysia – Innovative technology brand TECNO, in collaboration with its global brand ambassador Lay Zhang, has launched a brand campaign film designed to inspire Southeast Asian youth to pursue their dreams relentlessly and embrace every step of their journey.

Titled ‘Unstoppable Step,’ the film kicks off TECNO’s brand campaign in Southeast Asia, aimed at inspiring ambitious youth who admire Lay’s dedication to making every step count toward their dreams. The launch coincides with Lay’s birthday, marking a fresh beginning on an unstoppable journey.

The film intertwines Lay’s fearless journey with the indomitable spirit of Southeast Asian youth, creating an inspiring narrative. Beginning from Lay’s perspective, it showcases his determined ascent to the stage while paralleling the journeys of young individuals in the region who share his unwavering resolve and admiration for his tenacity in overcoming challenges.

Among Lay Zhang’s millions of dedicated fans featured on the film are skateboarders perfecting their tricks, aspiring DJs crafting beats for stardom, and performers rehearsing their singing and dancing. Each is on a unique journey, driven by a passionate pursuit of their dreams, much like Lay.

Lay’s relentless pursuit of his dreams, undeterred by obstacles, embodies TECNO’s “Stop At Nothing” ethos, inspiring unyielding determination. Excelling in music, dance, reality shows, TV dramas, and movies, he fully commits to every endeavour, tirelessly working toward his goals.

“As long as we dare to take that step, there will inevitably be new outcomes. Even if we encounter failure, so what? It’s just a step in the journey,” Lay asserted. 

Earlier this year, TECNO appointed Lay Zhang as its global brand ambassador. This partnership reflects their shared ‘Stop At Nothing’ ethos and a commitment to driving progress through action.

Since 2009, Lay has pursued his dreams, starting as a trainee idol and overcoming rigorous challenges. He debuted in 2012 as a member of the K-pop sensation EXO, quickly rising to fame across Asia. This year, he released his latest album, “STEP,” highlighting his commitment to growth and the importance of recognising every step in his journey.

Laury Bai, chief marketing officer at TECNO, said, “As Lay marks another year of growth, we are thrilled to join him in this celebration. Through this campaign, TECNO aims to forge a deeper emotional connection with the youth of Southeast Asia, inspiring them to steadfastly follow their dreams, just as Lay has done.”

The campaign will continue into the year-end shopping season, inviting audiences to share their ‘Unstoppable Step’ stories on social media for a chance to win prizes, including signed photos of Lay, merchandise T-shirts, and TECNO smartphones.

The ‘Unstoppable Start with a Single Step’ campaign embodies TECNO’s “Stop at Nothing” spirit. Leveraging insights into Southeast Asian youth, TECNO has crafted innovative campaigns that resonate locally, such as the 2023 ‘Never Not Ready’ initiative in the Philippines, which encouraged young people to reach new heights. Beyond technology, TECNO aims to inspire youth worldwide to relentlessly pursue their dreams with determination.

Singapore – Adyen, a global financial technology platform, has appointed Ben Wong as general manager of Southeast Asia and Hong Kong. Wong will spearhead the company’s commercial operations in the region, focusing on forging strategic partnerships.

In his new role, Wong will oversee Adyen’s operations across Singapore, Malaysia, and Hong Kong. Wong will develop payment solutions to meet the evolving needs of businesses in the region.

Wong brings a proven track record to Adyen as a financial technology professional. Before joining the company in 2016, he held various roles in technology consulting and project management. After switching to sales in 2017, his understanding of the market led to the company’s success in the retail, e-commerce, and hospitality industries.

Prior to his current role, Wong was the head of sales in Singapore and Asia-Pacific (APAC). 

Warren Hayashi, president of APAC at Adyen, commented, “We are thrilled to have Ben in this new role, bringing his expertise and insights from working with customers in different sectors to the broader region. Singapore, Malaysia and Hong Kong have been pivotal markets for us and with Ben’s demonstrated experience in Adyen, we are confident that he will lead the region to address the ever-evolving needs of our customers.” 

“I am honoured to step into this new role and contribute to Adyen’s continued growth. My deep roots in the industry fuel my drive for creating exceptional experiences for consumers and building strong, lasting partnerships with our customers. I look forward to driving the business forward and achieving sustained growth for our customers and us in a region filled with immense potential,” Wong said.

Singapore – Nearly half (47%) of families consider bonding time as the primary benefit of intergenerational travel, according to new research from Booking.com and GWI.

In APAC, multigenerational households are 43% more common than the global average, influencing travel choices rooted in family values and close relationships. 

According to the research, intergenerational travel strengthens bonds, with 47% of travellers emphasising the joy of creating lasting memories, 39% valuing reconnections with distant family, 27% enjoying diverse generational perspectives, and 26% cherishing their children’s interactions with familial role models.

This trend also varies by region. In New Zealand, travellers primarily focus on reconnecting with distant family members, while in India, the emphasis is on passing down traditions and cultural heritage. In Vietnam, families value the support with childcare and the opportunity for children to learn from role models outside their parents.

However, the research also revealed that families often face challenges when planning vacations, including heightened safety and health concerns (30%), conflicting interests (30%), and diverse dietary needs (28%). Additionally, balancing energy levels (27%) and navigating family dynamics (25%) can further complicate the travel experience.

To address these challenges, the research suggests focussing on experiences that resonate across generations. More than 27% of families enjoy travelling for reunions or special occasions, using these moments to celebrate milestones together. Visiting relatives (21%) is another popular choice, fostering deeper bonds and cultural experiences, while food experiences (21%) and sightseeing (20%) offer opportunities to explore new cultures and cuisines as a family.

Each region also has distinct travel preferences. According to the report, Thai travellers favour beach and coastal trips, while Taiwanese families focus on culinary experiences. Vietnamese families are particularly interested in cruises, planning them at more than twice the regional average. Meanwhile, Indian families enthusiastically seek out major sporting events, concerts, and music festivals.

The report further highlights that millennials lead family trip planning, handling 48% of travel arrangements thanks to their tech-savvy approach. Gen Zs are also engaged, with 47% co-planning and personalising itineraries, while Baby Boomers take a backseat, with only 23% actively involved in the planning process.

Most families prefer trips lasting 4 to 6 days—long enough to relax but short enough to avoid fatigue. Families also display a flair for spontaneity, with over half (51%) open to last-minute getaways booked within a month. This spontaneity extends to longer vacations, with 40% of travellers also booking their trips in less than a month.

Accommodation choices also reflect the diversity of families. Hotels are the preferred option for 49% of families, followed by resorts at 36%. A rising trend sees about 25% of families opting for unique, culturally immersive stays like Ryokans, Hanoks, and treehouses, adding local flavour to their trips. Regardless of the type, practical considerations remain crucial, with affordability (41%), proximity to attractions (29%), and convenient on-site dining (27%), guiding decision-making.

Furthermore, accommodation preferences vary widely across the region. In China, families favour culturally immersive options like traditional homesteads and heritage-rich sites. Thai families are drawn to seaside accommodations, from luxurious villas to budget-friendly beach homes. In South Korea, many opt to stay with friends or family for a personal touch or choose guesthouses that provide authentic insights into local customs and lifestyles.

Meanwhile, the report also captured the families’ top priorities when selecting travel destinations: safety (46%) ranks highest, followed by affordability (39%) and accessibility for all age groups (30%). While environmental sustainability (13%) and cultural immersion (13%) are valued, they take a backseat to these core concerns.

Forty-two percent of travellers prefer domestic destinations for their shorter distances and familiarity with local customs, while 39% seek the excitement of international travel for new experiences and cultural encounters. 

Booking.com also identified the top and trending family destinations in APAC as Tokyo, Japan; Gold Coast, Australia; Singapore; Seminyak, Bali; Osaka, Japan; London, UK; Kuta, Bali; Dubai, UAE; and Paris, France, on top of more places in the list.

 Laura Houldsworth, managing director for Asia Pacific at Booking.com, said, “Families in Asia Pacific are embracing intergenerational travel like never before, creating opportunities for richer connections and shared experiences across generations. Our new research highlights the unique ways families are approaching their vacations, from balancing diverse needs to exploring new destinations. This study provides valuable insights into how Booking.com and the travel industry overall can support families in Asia Pacific make the most of their adventures, across generations, and make it easier for everyone to experience the world.”

Australia – Independent digital marketing agency Orange Line has been reappointed as the SEO partner for global travel app Skyscanner, aiming to drive the platform’s growth across the APAC region.

Orange Line’s primary focus will be enhancing Skyscanner’s SEO performance across the APAC region. This renewed collaboration builds on the agency’s previous success with the brand, where it conducted a comprehensive technical SEO audit that delivered strong results.

Bruno Rodriguez, head of organic at Orange Line, said, “We’re thrilled to be re-engaged by Skyscanner and to continue our collaboration. This renewed partnership is testament to the expertise of our SEO team and the value we can bring to global brands.” 

“We’re eager to build on the success of our previous work and drive even greater growth for their platform,” Rodriguez added. 

Orange Line’s partnership with Skyscanner highlights the agency’s expertise in delivering comprehensive international SEO services. With a team of specialists based in Australia, the USA, and Europe, Orange Line excels at providing tailored multi-country and multilingual SEO solutions for global brands. The collaboration is already in progress.

Sydney, Australia – OpenX Technologies, a digital advertising services provider has appointed Clay Gill as regional vice president of buyer development in the Asia-Pacific (APAC) region. 

As the leader of the region’s buyer development team, Gill is tasked to oversee campaign performance and empower other agencies and brands. The role also requires him to focus on the specific needs of APAC buyers while delivering solutions.

Throughout his 25 years of digital advertising experience, Gill has held senior roles in various companies. Prior to his post at OpenX, Gill worked at IPG Mediabrands as chief data and technology officer. He also served as the chief executive officer of Kinesso Australia and general manager of Australia and New Zealand at The Trade Desk.

“OpenX is at the forefront of innovation and growth, solving some of the most pressing challenges in programmatic buying, from delivering superior results through curation to providing unified, transparent reporting. I’m looking forward to collaborating with this talented team to deliver solutions that drive success for our clients and partners,” Gill said.

Mitchell Greenway, OpenX managing director in APAC, commented, “Clay’s vast experience and deep understanding of the digital ecosystem will be invaluable as we continue to expand our presence in APAC. His leadership in programmatic and data-driven solutions, combined with his passion for innovation, make him the perfect fit to drive our mission of empowering buyers with more control, transparency, and precision in their programmatic strategies.”

OpenX connects publishers to advertisers through its advertising exchange platform. It enables publishers to sell their inventories to publishers, empowering the digital advertising industry.