Tag: Asia-Pacific

Australia – AI-powered platform Glu, a content creation and management tool, has entered the Asia-Pacific region to streamline the creative processes in the e-commerce industry.

Glu is built to help e-commerce teams, social media managers, and brands speed up their content creation process while ensuring brand consistency.

The AI platform organises digital assets through automatic tagging while generating tailored content suggestions. It also automates tasks such as bulk cropping, resizing, and background removal, enabling users to edit directly on the platform. To maintain brand consistency, it centralises guidelines and templates.

Glu also allows users to publish content across multiple channels directly within the platform. It has integrated with platforms such as Shopify, Facebook, Instagram, TikTok, Pinterest, Google Ads, and Mailchimp.

In a study, Glue found that a majority of the interviewed companies’ time is spent on adapting existing assets while focusing only on three to four platforms, leaving viewers on other platforms untapped.

Through the platform, content creators for e-commerce can improve their production efficiency, increase engagement, and reduce software costs. It enables teams to focus on strategies to make them stand out from other competitors in the industry.

“We’re beyond excited to be empowering businesses with practical GenAI solutions. Our platform will not only save users precious time, but also help them reach more customers across multiple platforms with consistent, high-quality creative content,” Sangeeta Mudnal, chief technology officer at Glu, said.

“Glu.ai was built on a foundation of comprehensive customer research, beta testing with clients, and integrating their feedback—all guided by design thinking principles and insights from the Stanford Graduate School of Business seed program,” Mudnal added.

Glu plans to upgrade its AI capabilities in the future, building on its features to further simplify content creation for e-commerce merchants.

Singapore – Creative agency We Are Social has been appointed to spearhead global fashion brand H&M’s creator strategy and engagement in Asia.

We Are Social’s remit encompasses strategy development, end-to-end content creator management, and local market research. The agency will manage the account from its regional hub in Singapore, ensuring collaboration with local teams for effective execution.

The appointment adds H&M to We Are Social’s roster of clients, which includes Samsung Mobile, HBO, UOB, and Ferrari.

Elin Sandberg, head of marketing at H&M East Asia, commented, “We have a passion for engaging with our community of fashion aspirers, and we know that content creators are a key source of inspiration for them. As H&M continues to elevate our brand experience across East Asia,  we are happy to partner up with We Are Social to help us engage and connect with the content creators our customers love.”

Nai Yen Wang, managing director of We Are Social Singapore, said, “We are delighted to partner with H&M to amplify the brand’s presence with a carefully curated mix of content creators in its key markets. Asia is home to some of the most active consumers of social media content, making it critical for brands in this region to have a robust influencer strategy in place as part of their marketing mix.”

Data-driven strategies have become a requirement for businesses across sectors to engage customers. For companies operating across markets in the Asia-Pacific (APAC) region, the challenge heightens. To meet the customers’ needs for personalisation and seamless interaction, traditional methods may be insufficient.

FedEx, a transportation, e-commerce, and business services provider, has found its traditional customer segmentation based on last shipment data ineffective to personalise experiences for its customers, lacking nuances in the approach.

Although its ‘Always On’ campaigns have long been rolling out monthly in APAC to address all customer lifecycle (CLC) stages, the company sees the need to boost its strategy to continue engaging its customers.

This case study digs deeper into FedEx’s strategy to engage its customers from initial acquisition to long-term retention and reactivation through tailored campaigns.

The Challenge

Prior to having CLC models, companies like FedEx may rely on last shipment data for customer engagement. However, this has proven ineffective due to the lack of granularity in segmenting customers. FedEx needs extensive data sources to gain various dimensions that affect customer engagement, navigating the challenge of personalisation for different audiences in the vast market.

Additionally, FedEx found limitations in its initial set of CLC campaigns in 2021 with its previous email platform provider, which were static with fixed email sequences triggered by events. These campaigns also took significant time and effort from the email team when setting them up quarterly.

The Objectives

With the aim of addressing the CLC stages, FedEx’s objectives cover the entire cycle with the ‘Always On’ campaign’s nurture, grow or retain, and reactivation phases. Specifically, the company aims to acquire new customers, grow its active customers’ ‘share-of-wallet’, and win back its lapsed customers and revenue.

The Solution

With its need for scalability, automation, and personalisation, FedEx collaborated with Salesforce professional services to develop multiple CLC campaigns targeting various segments. Each customer segment, including prospects, new joiners, active and dormant customers received tailored email journeys. Through different campaigns, FedEx’s objectives of converting leads, engaging new customers, and reactivating lapsed ones were addressed. The campaigns also used English and local languages to cater to 14 APAC markets and ensure cultural relevance.

Additionally, it also allowed the FedEx team to build and manage campaigns in-house, upskilling its marketing operations team for future campaign automation. The team conducted internal testing, developed reusable templates, and automated the customer registration process.

To further reduce its reliance on external support, FedEx worked on building, testing, and deploying its emails for customers using an Excel template. A self-service platform, also created by the marketing operations team, turns the file into an email and sends it to customers once campaign owners are satisfied with it.

Furthermore, they created a self-service platform that enables non-technical campaign owners to build and deploy emails using Excel, eliminating the need for complex technical skills and Salesforce expertise. This solution has been implemented in various APAC markets, leading to campaign efficiency.

The Results

Through the new strategy, FedEx’s campaigns across the CLC stages led to a growing customer base and revenue. It also significantly saved the company’s hours by 60% to 80%, with the automated campaign needing only a one-time set-up, ready to be sent to different customer groups. The strategy also allowed for scalability and flexibility, leading to improved customer engagement.

Singapore – OneTrust, a privacy and security software provider, has opened its new office in Singapore as part of its expansion efforts in Asia-Pacific (APAC).

OneTrust’s growth efforts aim to extend its offerings globally to meet the demand for responsible data and artificial intelligence (AI).

The expansion comes at a time when multiple policies on data privacy are evolving across APAC, including in India, Indonesia, Thailand, and Malaysia. With more organisations navigating the changes in data privacy laws, OneTrust seeks to help them operate and comply with complex regulations.

OneTrust works with companies such as Samsung, DHL, and Yum! Brands, offering consent management, data privacy and governance, and compliance solutions using responsible methods of data collection.

Arran Mulvaney, OneTrust’s country manager in Singapore, said, “Asia’s dynamic data privacy landscape is driving demand for solutions that help organizations keep up with a complex patchwork of regulatory requirements while accelerating data-driven innovation.”

“Singapore’s world-class talent pool, robust digital ecosystem, and close ties with other major Asian markets make it an ideal springboard for OneTrust in APAC. Bolstered by our offices in Bengaluru and Melbourne, expanding our footprint here in Singapore allows us to deepen relationships with customers and partners in the region. We aim to deliver transformative solutions for privacy automation and consent management, empowering organizations to build trust through responsible data and AI practices,” Mulvaney added.

Singapore – International advertising agency dentsu has announced the appointment of Clay Schouest as chief strategy officer for client and solutions in APAC to handle the agency’s client portfolio in the region. 

Schouest is back in Asia and with dentsu after five years in Europe. As a dentsu veteran, he spent 11 years at the agency working on strategy roles in Shanghai, Singapore, and London.

In his newly created role, he will be based in Singapore and will lead the strategy and vision for dentsu’s client portfolio, building integrated, end-to-end solutions that deliver client revenue growth, profitability, and satisfaction.

Prior to his appointment, he served as the global strategy director for communications for Reckitt in 2021.

Schouest brings with him a unique experience after having worked in key markets across the world, including New York, London, Amsterdam, and Shanghai. He has devoted his career to building strategies that merge media and creativity, working with prolific brands including Coca-Cola, Unilever, P&G, Diageo, and L’Oreal.

Yusuke Kasahara, CEO for client and solutions in APAC, said, “Clay is a truly global citizen, having lived and worked across major markets in all three regions, giving him a unique ability to build hyper-relevant strategies that deliver long-term growth and loyalty for brands.”

He continued, “He will work closely with our Chief Client Officer and CEO, Media, APAC, Prerna Mehrotra, to build a culture of client-centricity and excellence in our business, drawing on his 25 years of experience to help our clients navigate the complexity of the marketplace with laser-sharp focus on delivering solutions to help them achieve their growth ambitions. I am delighted to welcome Clay back to dentsu and back to Asia.” 

Commenting on his appointment, Clay Schouest shared,  “Some of my most memorable and career defining years were at dentsu and I am delighted to be returning back to the business and a region I have missed and call home.” 

“There is no question that Asia is the most exciting region in the world, with its exponential growth in wealth and population creating significant opportunity for brands. But to thrive in this environment, brands have to truly understand the vast profiles of the Asian consumer and how best to engage with them, given the strength of local brands and the proliferation of channels these consumers chose to engage with. I’m looking forward to re-engaging with dentsu’s clients in Asia and partnering with them to deliver on their long-term priorities and identify new paths to growth,” he added. 

Singapore – Global media agency network UM from IPG Mediabrands is expanding its presence in Asia-Pacific with a new affiliate office in Pakistan, launched in agreement with IG Square Pakistan.

The affiliate partnership takes effect immediately, and adds up to the 14 existing markets UM is in the region, including Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam.

Speaking of the new affiliate office, Muhammad Sarwar Khan, chief executive officer at IG Square Pakistan, said, “We are very excited to be a part of IPG Mediabrands and I believe this relationship will bring a fresh perspective to the media landscape in Pakistan with data, technology and commerce playing a key role in reshaping consumer journeys and experiences.” 

He added, “I would also like to thank all of our clients and media partners for extending their support and I assure them that this new partnership will further equip us to deliver on our promise of imagining growth globally.” 

Meanwhile, Adnan Shaikh, director and chief operating officer at IG Square Pakistan, commented, “I am humbled and excited to share news of IG Square’s affiliation with IPG Mediabrands to represent Universal McCann (UM) in Pakistan, and introduce other agency brands in the future. We are extremely thankful to our team members, clients and vendors for their trust and confidence. We are committed to magnifying the UM brand image in Pakistan, and extend UM’s regional and global experience and expertise to our clients.”

Kasper Aakerlund, president at UM APAC, commented, “I am delighted to be in a position to confirm our official affiliate partnership with IG Square for UM Pakistan. An important growth market for many of our regional and global client brands; the launch of UM Pakistan will serve to future-proof our regional efficiencies and expand our competitive remit and opportunities across the Asia-Pacific region.”

Singapore – Merlee Jayme, currently serving as the chief creative officer for dentsu Asia-Pacific, has announced that she is leaving the company following six years of service from the company. Jayme became part of dentsu when the company acquired her agency Jayme Syfu in 2016.

After joining the network in 2016, she was tasked with co-running the newly formed dentsu McGarrybowen as global co-president with John Dupuis in 2020. Following that role, she was then promoted to chief creative officer for dentsu Asia-Pacific.

Speaking on her departure, she recalls that her main goal with joining dentsu was to upgrade and update her agency’s skills and capabilities with technology and innovation, excel in data and experience, discover the secret to amazing creativity and to belong to an inclusive and diverse community that celebrates cultural differences.

“During these years at dentsu, balancing between building a business and creating life-changing work was tough. But we managed to stay focused, attract great people and clients plus more importantly, create a reputation for work that made a big difference in people’s lives and the world,” she said.

As she leaves the company, she is currently serving as ADFEST’s grand jury head, D&AD’s jury president for Radio and Audio, and one of the Cannes Lions Titanium jury members this June. She plans to continue her initiatives for women in leadership and finally launch her second book titled ‘Chairmom’ in July.

Meanwhile, Fred Levron, global chief creative officer at dentsu, shared, “It has been a joy to get to know Merlee and witness her bring her magical blend of entrepreneurialism, creativity and empathy to the table every day.”

Singapore — The National Basketball Association (NBA) has announced that the league will expand its presence in Asia-Pacific by opening an office in Singapore.

The Singapore studio joins the league’s Manila and Mumbai offices in reporting to NBA Asia managing director Scott Levy based in Hong Kong and will expand the league’s existing efforts in the region, such as live game distribution, youth development programming, interactive fan events, merchandise sales and social responsibility efforts.

NBA games and programming reach fans in the region through the league’s 20 media partners that span 11 countries and territories and eight languages.  NBA League Pass, the league’s premium live game subscription service, has recorded double-digit subscriber growth in the region over the last three seasons.  The league also has more than 35 million followers on social media across the region.

The prominent league has staged 17 preseason and regular-season games in the region, most recently in 2019 when the Houston Rockets and Toronto Raptors played two preseason games in Tokyo, Japan. In 2013, the Rockets and Indiana Pacers played their preseason basketball game in Manila, Philippines.

On the expansion to Singapore, Levy said that ver the past two decades, Asia-Pacific has proven to be a major growth region for the NBA.

“Opening an office in Singapore reflects the enormous opportunities to build on that positive momentum by working more closely with our valued partners and bringing our passionate fans in the region closer to their favourite NBA teams and players,” Levy commented.

Since 2007, the NBA has engaged more than 40 million boys and girls across the region through the Jr. NBA, the league’s global youth basketball program.  Meanwhile, the Jr. NBA Coaches Academy program that aims to teach trainers how the sport should be coached has reached more than 88,000 teachers across seven countries regionwide.

With the opening of the Singapore office, the NBA adds another studio to its current 15 markets worldwide.

Singapore – Global hospitality campaign Hilton has launched its newest campaign, ‘Travel The World’, which aims to inspire consumers to explore the wonders of their home countries, and discover local alternatives that match the experiences at some of their favorite international destinations.

The campaign reflects the hotel chain’s understanding of sentiment among consumers who are eager to explore something new, yet feel more comfortable traveling closer to home. In addition, the new campaign aims to showcase how domestic travel offers a wealth of similarly wonderful experiences that are a lot more accessible.

“[The] ‘Travel the World’ [campaign] highlights the endless options for international-inspired travel accessible from many Hilton hotels in Australia, Japan, Thailand, and Malaysia. There is no shortage of culture, nature, adventure, and food and wine in these countries and the campaign celebrates them all, highlighting the best travel experiences across the region,” Hilton said in a press statement.

Hilton features a lot of destinations and experiences in this campaign, ranging from experiencing the wine bordeaux region in Australia, exploring water canals in Bangkok, Thailand, or snacking on ‘takoyaki’ on the streets of Osaka, Japan.

Speaking about the campaign, Ben George, senior vice president and commercial director for Asia-Pacific at Hilton stated that they understand that there is a significant pent-up demand to travel or reconnect with loved ones, adding that they continue to adapt to meet the evolving needs of their guests.

“With 500 hotels across Asia Pacific, Hilton has the breadth and depth of properties across 11 trusted brands for travelers to connect with these local experiences, all of which deliver the exceptional hospitality that we are known for. Our latest marketing campaign, ‘Travel the World,’ inspires and connects consumers in large domestic travel markets Japan, Australia, Malaysia, and Thailand to experiences they can have in their home countries that satisfy their international travel ambitions,” George stated.

He also cited an internal study they have made on proprietary consumer research in Asia-Pacific, and found that on average, 34% of families are now more actively looking to book domestic travel versus pre-pandemic.

Live now until 31 January 2022, ‘Travel the World’ is a predominately digital campaign running across Facebook, Instagram, and YouTube, leveraging a number of digital advertising partners. The campaign includes use of hyper-personalized videos delivered to dozens of unique audiences in real-time through the power of Google’s digital marketing engine. 

In addition, the campaign features both social and digital content including videos, social media, and display advertising with the creative concept and key assets developed by regional advertising agency KVUR, which is based in Singapore.