Tag: APAC

London, United Kingdom – Pixalate, a global ad fraud protection, privacy, and compliance analytics platform, has opened a new office in Singapore to strengthen its local presence and collaborations in the Asia-Pacific (APAC) region. 

The new office will be headed by Alvin Ling, vice president of sales and operations at Pixalate, with over 20 years of technical experience in digital advertising in the region. In his role, he will head the company’s APAC workforce. 

Pixalate provides ad fraud protection technologies, local client support, APIs for developers, and an analytics platform that has been recognised by the MRC in order to cater to the regional market. Since the region has seen a rise in both ad spending and invalid traffic (IVT), which includes ad fraud, many APAC countries have stepped up their efforts to prevent sophisticated ad fraud. 

Pixalate has also partnered with several worldwide businesses operating in APAC, including Pangle, TikTok for Business’s ad network, which is owned by Bytedance. Pangle recently announced that it has upgraded its mobile ad platform to include Pixalate’s Third-Party Content Risk Assessment, providing global advertisers with brand protection and media transparency. 

Speaking about the expansion, Jalal Nasir, CEO of Pixalate, said, “Advertising fraud is a global concern, posing an ever-evolving threat that continues to grow in size, scale, and sophistication. We are thrilled to launch our 3-D anti-fraud technology and operations in APAC to ensure the safety and security of our partners.” 

Meanwhile, Ling stated, “I am honoured to lead the growth of Pixalate’s APAC team and partnerships at a crucial inflection point for the region. Our unparalleled technology tools and exceptional team are uniquely positioned to serve the market’s needs at a time when the industry’s heightened emphasis on a more white-boxed global fraud protection solution and supply path object verification has spurred strong demand for greater transparency and improved traffic quality.” 

Singapore –Asia-Pacific destinations now occupy half of the top 10 trending hot spots that have demonstrated the greatest momentum among travellers, the report from the Mastercard Economics Institute showed. 

According to the report, APAC is home to half of the world’s top 10 trending tourism destinations, with Japan emerging at first, followed by Malaysia on sixth, Australia on seventh, South Korea on eighth, and Indonesia on tenth. This is measured and ranked by the change in share of tourism transactions over the past 12 months ending March 2024. 

Japan tops the trending list worldwide after welcoming a record-breaking 3 million visitors from abroad in March 2024. This is by far the country’s highest level ever, a huge feat considering the numbers are recorded even before the peak travel season begins. 

The country’s favourable exchange rate is expected to help it remain the clear tourism frontrunner throughout 2024, benefiting Japanese businesses catering to tourists and the local economy overall. 

While APAC’s trending destinations continue to capture attention, Mastercard reports a notable rebound in passenger traffic, especially for shorter, intra-regional trips to top summer spots like Bangkok, Kuala Lumpur, and Perth. Consequently, Thailand’s tourism is poised for a full recovery in 2024, with visitor arrivals now just 7% below pre-pandemic levels in 2019. Bangkok currently sits at number 7 among the summer holiday hot spots, ranking behind Bali at six and Tokyo, which is leading in APAC at second. 

The report also recorded Chinese mainland domestic tourism rebounding while outbound travel continues to recover. The country’s travel dynamic has been affected by more Chinese tourists prioritising domestic trips over international ones. As of writing, international tourism traffic leaving the Chinese mainland continues to recover and is now at 80.3% of 2019 levels. 

And while outbound travel from the Chinese mainland continues to recover, the report also revealed that more Indians are travelling than at any time in history. In the first three months of 2024, 97 million passengers travelled through Indian airports, a figure that would’ve taken a whole year to achieve 10 years ago. This rise in figures is driven by a burgeoning middle class, additional route capacity, and a strong desire to travel.

Another interesting piece of data Mastercard’s report has unveiled is that travellers to APAC are vacationing longer and prioritising experiences over purchases. Excluding ANZ, tourists in APAC in 2024 are extending their trips by an average of 1.2 days to a total duration of 7.4 days, motivated by the affordability of destinations, warm weather, and favourable exchange rates. 

Among the APAC destinations with the longest increase in trip duration between 2019 and 2024 are India (+2 days), Vietnam (+2 days), Indonesia (+1.9 days), and Japan (+1.4 days), largely due to their lower growth in hotel prices during this period compared to other markets. This longer stay generally translates to more spending per trip, which benefits local economies. 

Consumers globally are also continuing to prioritise experiences over material goods. This is playing out in the travel sector, as spending on experiences and nightlife totals 12% of tourism sales—the highest point in at least five years. Meanwhile, retail shopping is recovering at a slower pace. 

Australian tourists are found to be the highest spenders globally on experiences and nightlife. In 2024, Aussies will spend one of every five dollars (19%) on these activities, significantly higher than the global average (12%). Tourists from the Chinese mainland are also increasingly seeking out experiences, spending 10% on this category in 2024, up from 7% in 2023. 

Finally, Mastercard’s report reveals that while tourists today generally favour laid-back vibes, they still seek out luxury retail and fine dining when these offer exceptional value for money. Notably, luxury fashion sales saw a significant year-over-year increase in the year ending March 2024, with Japan experiencing a 152% rise and Hong Kong SAR a remarkable 208% surge. Hong Kong SAR’s late reopening in 2023 contributed to its growth, whereas Japan’s increase is driven by a weak yen and strong inbound tourism.

Australia, India, and Thailand now enjoy burgeoning fine dining scenes, leading to premium dining outperformance compared to casual dining, which remains dominant elsewhere. 

David Mann, chief economist for Asia Pacific at Mastercard, said, “Consumers in the Asia Pacific region have an intense desire and willingness to travel and are becoming increasingly savvy to ensure they get the best value and unforgettable experiences from their trips. For tourism authorities, retailers, and the hospitality and F&B sectors, the bottom line is that costs matter. In today’s economy, foreign exchange rates and spending power have become vital components in driving a traveller’s assessment of value when they are making their plans. This suggests that businesses targeting tourism dollars need to review their current  strategies and shift them if necessary to maintain their appeal to travellers.” 

“Amidst the evolving tourism landscape and continuing surge in travel throughout 2024, the Mastercard Economics Institute aids businesses and policymakers in translating macroeconomic forces and data insights into actionable strategies at the country, category, and company levels, in addition to counselling on possible scenarios and the implications they have on demand,” he added. 

Singapore – The LEGO Group has unveiled two new additions to its Asia Pacific leadership team with the appointment of Cedric Roose as general manager for India and Emerging Asia and Nina Patricia Da Costa as general manager for Singapore, Malaysia, and Travel Retail. 

The appointments underscore the company’s commitment to expanding its presence and driving growth in the region by establishing strong leadership for the recently created business units of Singapore, Malaysia, and Travel Retail (SMTR), and India and Emerging Asia (IEA).

In his new role as general manager for the IEA business unit, Roose will leverage his strong and experienced leadership track record to drive sustainable commercial growth and regional expansion in IEA, with a strategic focus on India and Indonesia.

Prior to his promotion, he served as the LEGO Group’s country manager for New Zealand. A LEGO Group veteran, Roose has spent the last 15 years gaining a wealth of experience in sales, regional commercial development, and general management across Australia, Singapore, and New Zealand. Under his leadership, the LEGO Group’s New Zealand business unit achieved double-digit growth over the last six years. 

Meanwhile, Da Costa, as the new general manager for the SMTR business unit, brings over 17 years of invaluable experience in marketing, sales, and general management across blue-chip multinational organisations.

Her extensive track record as a strategic leader, adept at navigating both local and regional roles in diverse multi-channel environments and categories, positions her as a catalyst for innovation and growth within the business unit. She previously worked at LVMH, serving as the travel retail sales director for Moet Hennessy Travel Retail Asia Pacific Team. 

Da Costa’s appointment underscores the company’s commitment to fostering talent and driving forward-thinking initiatives, including spearheading our expansion efforts in the vibrant and dynamic travel retail category in Asia Pacific.

Speaking on her appointment, Da Costa shared, “I am thrilled to begin this new journey with the LEGO Group, leveraging my expertise in steering the Singapore, Malaysia, and Travel Retail business units and in contributing to the group’s ongoing success in this lively and rapidly evolving region. I am eager to embark on this new and exciting phase of my career, cultivating collaborative synergy within our teams and our esteemed partners as we collectively advance our mission of empowering individuals through the transformative power of play.”

In his appointment, Roose also said, “I am truly honoured and humbled to spearhead the newly established India and Emerging Asia business unit. The potential across India, Indonesia, and other countries in this part of the world is boundless, and I am eager to work closely with the team and our distributor partners to continue championing the LEGO® brand and foster immersive, high-quality play experiences for both children and adults alike.”

Both Roose and Da Costa will report directly to Claus Kristensen, senior vice president of APAC at The LEGO Group. 

Kristensen shared, “Cedric and Nina joining our APAC leadership team opens an exciting new chapter for us in Asia Pacific. Their expertise, coupled with their proven track records in driving innovation and fostering growth, support our ambition to remain at the forefront of the toy industry in the region. I am confident in their ability to lead their newly created business units as we inspire creativity, shape the future of play, and propel the LEGO Group forward in Asia Pacific.”

Singapore – VaynerMedia has announced the appointment of Melanie Cook as its new head of strategy and insights for the Asia Pacific region.

In her new role, Cook will be leveraging her extensive expertise to spearhead the regional strategy team, drawing on cultural insights, emerging trends, and evolving formats to help brands shape their narrative in a way that connects with audiences.

Cook joins with a deep, intuitive understanding of VaynerMedia’s approach, marking a pivotal moment in its commitment to helping clients find and build relevance in today’s rapidly changing advertising landscape, and guiding brands through dynamic “consumer-up” strategies that prioritise relevance and business outcomes over the traditional “brand-down” approach.

Prior to her appointment, Cook was the regional head of strategy at MRM MENAT, where she led her team to drive some of the most significant marketing transformations in the region, working at the intersection of brand, digital technology, and customer experience.

She has also worked with leading agencies such as Saatchi& Saatchi, Publicis Sapient and BBDO Proximity across Europe, MENAT and APAC markets, working with clients across several industries including L’Oreal, Unilever, Visa, Neom and LVMH.

Beyond traditional agency roles, Melanie has driven numerous consulting engagements with diverse clients from MetLife to Jardine Matheson, driving programmes that deliver real business outcomes.

Speaking on her own appointment, Cook said, “In the age of generative AI and gate-keeping algorithms, brands risk commoditising creativity and losing the relevance and ingenuity that sets them apart. I want to work with and learn from a disruptive team that values human insight and creativity as critical to a brand’s distinction, and I found this with VaynerMedia.”

“By leveraging human insight, AI and scaled data, we can evolve the art and science of storytelling in underpriced attention channels so we move closer to a consumer’s interests and needs,” she added. 

Meanwhile, Tim Lindley, managing director at VaynerMedia Asia Pacific, commented, “Melanie had an affinity to our mission from the very first conversation; the world needs to change and she’s clearly up for the challenge. She brings a depth of strategic, creative and media experience that is hard to find. Her track record of building high-performing teams that are equally obsessed with consumers as they are with their own internal culture fills me with confidence. Melanie brings an energy that exudes curiosity, courage, and kindness, and we can’t ask for much more than that.”

Singapore – Contemporary global creative and media agency VaynerMedia has announced the launch of its consulting products in the Asia Pacific region, designed to bring social to the centre of marketing. 

VaynerMedia Consulting, first launched in 2020 in the US, is a modern-day offering designed to help brands bring social (i.e., the consumer) to the centre of their marketing organisation. These innovative offerings tap into the agency’s disruptive thinking and profound cultural insights to revolutionise the way their clients market their brands. 

From immediate audits and rapid workshops to in-depth accelerators, modern marketing sprints, and full white-glove support, VaynerMedia’s offerings are designed to suit the varied needs of the marketplace to suit all timelines and budgets.

The consulting products are tailored to meet the dynamic needs of the marketplace, making VaynerMedia’s pioneering approach more accessible than ever. VaynerMedia Consulting is set to complement its existing professional services. 

The products to be launched in APAC will focus on four core pillars: ‘social at the centre’, ‘platforms and culture’, ‘modern comms planning’, and ‘holistic commerce’. 

VaynerMedia’s consulting products are the latest in a series of innovations from Gary’s communications group, VaynerX, of which the former is part. 

Shrey Khetarpal, head of client partnership and growth for Asia Pacific at VaynerMedia, will spearhead the Asia Pacific consulting offering. Khetarpal successfully led the client partnership for the agency in the region over the past 3 years. He will continue to report to Tim Lindley, managing director of VaynerMedia Asia Pacific, in addition to Kaylen McNamara, global chief business officer of VaynerX. 

The consulting team will be based across VaynerMedia’s Asia Pacific offices and will tap into the agency’s global consulting practice to deliver world-class expertise to clients. 

Gary Vaynerchuk, chairman of VaynerX and CEO of VaynerMedia, said, “At VaynerMedia, our goal is to drive business results for our clients. As the industry continues to evolve, so will VaynerMedia provide the utmost value.” 

He added, “Over the past 18 months, we’ve received an enormous amount of inquiries in APAC from organisations looking to work with us. Our social at the centre of marketing approach, which puts the consumer first, is resonating. We also understand the political dynamics of agency life and contracts, and I am always looking to eliminate friction to give people the opportunity to work with us. With consulting, our goal with every engagement is to provide more value than you paid for, leaving you with a volume of strategic insights, solutions, and ideas, as well as a practical plan to make it real and sustainable.” 

Sydney, Australia – Allied Global Marketing (Allied), a full-service integrated marketing agency working with entertainment, consumer, and lifestyle brands, has announced the appointment of seasoned executive Nicola Gold as business director APAC for brand experience.

Gold will play a pivotal role in building the brand experience offering as part of Allied’s strategy to develop a truly integrated full-service offering, delivering exceptional business results for new and existing clients across the Asia-Pacific region. 

An award-winning experiential leader, Gold is an accomplished business transformer, leader, and creative thinker renowned for her ability to generate value and drive growth for clients and businesses on a local and international scale. 

Prior to joining Allied, she served as the director of creative operations for Pico International Dubai, where she redefined the creative offering and identified ways to improve the efficiency and cost of delivering world-class creative across multiple channels. 

Gold also worked as a strategic business director for Pico Australia Pty Ltd and general manager of Total Brand Activation Australia. There, she established and implemented new lines of business across digital and virtual as well as museum initiatives and multi-million-dollar projects. 

Aside from these, she previously held positions at George P. Johnson Experience Marketing (Sydney and Singapore), Jack Morton Worldwide, and OnePartners.

Gold’s appointment underscores Allied’s commitment to driving growth and delivering unparalleled value to clients in the dynamic and evolving experiential landscape. Since expanding its operations into the APAC region, Allied has secured valued clients and executed key campaigns, including the world’s first ever singing billboard for Prime Video’s Deadloch, a fan activation experience at Comic-Con Mumbai for Crunchyroll, and a South Park pop-up store in Tokyo for Paramount+ to celebrate the 25th anniversary of the series.

Effective immediately, she will be based in Sydney and will report directly to Jamie Crick, managing director of the APAC region, as well as to the executive vice presidents of Allied’s global brand experience team, Jonny Davis and Paddy Davis.

Commenting on the appointment, Crick said, “We’re thrilled to welcome Nikki to the team. Her extensive background in experiential marketing and proven track record of success will be instrumental as we continue to expand our presence in the region and further enhance the agency’s capabilities in delivering exceptional brand experiences.”

Australia – OpenX, a global omnichannel supply-side platform, has promoted Mitchell Greenway to managing director, APAC. In his new job, Greenway will oversee OpenX’s operations in Australia, India, Japan, New Zealand, and Southeast Asia. 

Greenway will directly report to John Gentry, CEO of OpenX Technologies. 

In his new position, Greenway will be in charge of growing OpenX’s footprint in the area. Using his CTV experience in the position, he will also concentrate on enhancing OpenX’s CTV footprint in the market. Greenway will also be a part of OpenX’s CTV steering group. 

Greenway was the first person hired by OpenX in the Australia/New Zealand area in 2019. He led the charge in forming the local team throughout his term, which improved publisher access to demand in the area. After that, Greenway spent two years developing OpenX’s CTV supply network and go-to-market plan in North America. He refined his technological skills and streaming leadership throughout this time.

Greenway has worked in digital media and programmatic advertising for 13 years, mostly on the supply side or directly with publishers. Greenway worked in executive roles before joining OpenX, such as managing the programmatic and audience team at Bauer Media and heading the relationship team at Yahoo. 

Greenway takes over the role following the retirement of his predecessor, Andrew Tu, who has over 30 years of experience in digital and programmatic advertising. 

Speaking about his appointment, Greenway expressed, “I’m excited to not only be returning home to Sydney with my family but to be working once again with colleagues and clients in the region, with an enhanced global focus on our CTV footprint and capabilities. The thing that I am most looking forward to, however, is having the opportunity to lead all of the unique regions within APAC — each market has its own needs, and therefore opportunities, from a cultural, content, and overall programmatic standpoint.” 

Meanwhile, Gentry said, “I’m excited to see Mitch expand his role and leverage his extensive programmatic and CTV knowledge to build on the strong foundation in the APAC region that Andrew and his team built. Mitch’s ability to connect at local levels across the region makes him the ideal leader to continue to build on our legacy in APAC, and I’m looking forward to him powering growth through his deep understanding of the evolving CTV landscape.“ 

Singapore – The media and marketing solutions subsidiary of Interpublic Group , IPG Mediabrands, has announced that Kristine Biti has been appointed as the head of KINESSO in Asia-Pacific. Biti will be based in Singapore at the KINESSO Regional Headquarters, reporting to Leigh Terry, the CEO of IPG Mediabrands Asia-Pacific. On Thursday, April 11th, her appointment will become effective.

The announcement comes after Matt Ware was promoted to CEO for Japan at IPG Mediabrands. 

Biti takes over as APAC Head of KINESSO, IPG Mediabrands’ tech-driven performance agency, and leads a team of over 1000 digital experts across 11 markets. They work in digital media, marketing automation, advanced analytics, commerce, and AI. 

Biti has 15 years of expertise in advertising, marketing, and technology in Asia Pacific, and she specialises in driving regional expansion, strategic collaborations, and organisational transformation within the industry. Her previous work includes as APAC head of operations, client, and growth at Media.Monks.

Commenting about Biti’s appointment, Leigh Terry, CEO IPG Mediabrands APAC, said, “Kris has a great reputation for driving operational excellence and commercial transformation. Her deep-seated knowledge of marketing technology paired with an unrivalled passion and tenacity for the forward progress of this industry, make her the perfect hire to lead our digital performance specialists across the Asia-Pacific region. We are very excited to have her on board.” 

Meanwhile, Biti stated, “I am joining KINESSO at a time of exponential technological advancements, ever shifting consumer behaviour and heightened privacy scrutiny. More than ever, brands are seeking expertise and agility as they navigate the complexities of data, analytics, and their technology stack. The combination of KINESSO’s innovative solutions, top-tier services, and exceptional talent is the winning combination to propel our clients forward.”

She added, “It is an honour to have the opportunity to work with Leigh, his seasoned leadership team and legendary KINESSO crew across the world. I am looking forward to taking the APAC business to new heights.”

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

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

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

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

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

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

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

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

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

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

Singapore – Greenpark, a performance-driven content organisation, has announced important advancements for three women in its strategy, social media, and creative divisions. These advancements demonstrate Greenpark’s dedication to developing a diverse and inclusive leadership team. 

Que Ramli has been named as Greenpark Asia’s head of strategy, APAC, where she will oversee strategic initiatives, promote innovation, and spearhead market expansion. Her emphasis on combining facts and creativity will improve the agency’s offers to clients. 

Formerly the country social lead for the Philippines, Jianne Orcelada assumes the position of deputy head of social, APAC, extending her reach to foster social innovations and champion best practices throughout the region. 

Trina Enriquez has been appointed as associate creative director, APAC, where she will create creative synergy through strategy and campaigns. 

Speaking about the appointments, Fe Husaint, Greenpark Asia’s managing director, said, “’We plant the seeds, nurture them, and watch them flourish,’ she says. This set of women leaders proves excellence has no gender. “Greenpark values diversity – our team members bring expertise from across APAC. We challenge the outdated notions that women cannot be in leadership roles because they’re too sensitive or too emotional. Women make great leaders, exactly because they are empathetic to people’s needs and growth.”