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Marketing Featured Southeast Asia

PropertyGuru appoints Disha Goenka Das as new chief marketing officer

Singapore – Disha Goenka Das, formerly the senior global marketing director at Twitter, has joined property technology company PropertyGuru, as its new chief marketing officer. In her new role, Das will oversee the group’s brand strategy, corporate communications function, as well as the environmental, social, and governance (ESG) mandate.

In addition, she will spearhead experiences across all offline and digital channels for the brand by taking forward the new brand positioning that reflects a strategic evolution in the group’s growth to move beyond property search to offering end-to-end property solutions for consumers, agents, developers, bankers, valuers and city planners. 

Das will report to Hari V. Krishnan, chief executive officer and managing director at PropertyGuru; and will now be part of PropertyGuru’s group leadership team.

During her stint at Twitter, she led the social media giant’s global strategy and built Twitter’s business brand globally. She was also previously the head of ad product commercialisation for Asia-Pacific at Google.

She brings into PropertyGuru a wide experience of strategic marketing and communications teams and cross-functional work streams, working extensively across over 30 markets in Asia, Europe, Latin America and the Americas.

Speaking on her appointment, she said, “I am thrilled to join PropertyGuru Group at such an exciting and defining juncture in the company’s journey. Their vision and latest brand positioning, which seeks to be a trusted advisor that guides every step of the property journey deeply resonates with me.” 

She added, “My role is an exciting opportunity to contribute and make an impact on the Group’s role in the Southeast Asia property industry and I look forward to bringing my experience in tech and marketing to help offer solutions that continue to better all our stakeholder experiences.”

Meanwhile, Krishnan commented, “We are excited to have Disha join the team as our Chief Marketing Officer. She brings a strong skill set in technology marketing which is critical as we fuel PropertyGuru’s growth and guide all in the property sector to make confident decisions. Disha’s rich experience will aid the Group in our ambition to be a trusted advisor as we help people find, finance, and own their homes.” 

Das’ appointment follows its recent brand positioning, summarised under the phrase ‘Where every step of your journey will be guided by Guru’.

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Main Feature Marketing APAC

MARKETECH APAC launches thought leadership series under future-oriented industry series, What’s NEXT 2023

Singapore – With social restrictions gradually easing down and the world slowly returning to normal, we are now realising the full potential of the phygital world: a space that brings a combination of digital and physical experiences. From SMEs and institutions to large enterprises, this blended experience is being incorporated into their day-to-day operations because of its numerous advantages.

The year 2022 saw the marketing industry flourishing in more ways than one. This includes the rise of influencer and content marketing, the continuous boom of the e-commerce space, and the metaverse getting more known in the digital world, amongst others. But amidst this upward trajectory, there are still challenges that the marketing industry will face and will have to overcome now that hybrid marketing strategies are in place. 

MARKETECH APAC, in its quest to share key trends, insights, and relevant predictions for the preparation of the marketing community for 2023, has brought back its future-oriented industry series – but now much broader and larger to give the community a 360-degree view of what to expect in the coming year. ‘What’s NEXT 2023’ now comprises of four main pillars – article, interview, webinar, and conference –  and to kick the series off, the digital media starts with the launch of its thought leadership article series. 

The article leg of the industry series features the views, predictions, and some tips from various marketing leaders across APAC on different industry-relevant topics for 2023 and beyond. This includes exclusive written insights on integrated campaigns, personalisation, and B2B marketing, amongst others. 

Part of the series is Andrea Chuang, head of marketing for Malaysia-based used car platform myTukar, who will be discussing the importance of integrated campaigns and things to consider in doing these campaigns; and Jan Harling, director of new customer acquisition for APAC at foodpanda, who will be sharing his knowledge about personalised marketing and what brands need to know about their consumers. He will also be providing tips on how media and creatives can work together for their personalisation initiatives, and how to target consumers in a world that’s becoming less targetable. Mark Opao, communications planning partner at Kaspersky, will also be discussing how to balance branding and promotion-led activities.

Check out the initial line-up of published insights by marketing leaders under the series:

Kick-starting the article series, Amperity’s Area Vice President Billy Loizou explained the consequences of having fragmented customer data for businesses. He also enumerated three reasons why a great identity resolution strategy is a must-have for brands.

Click here to read the full article.

In this insightful read, James Campbell, regional manager of SnapLogic for ANZ, stressed why it is important to incorporate intelligent practices into companies’ data integration, how vital it is to leverage modern technology, and how automation helps enterprises deliver and achieve their goals, amongst other things. 

Click here to read the full article.

With tech companies and governing bodies making stronger restrictions when it comes to data privacy, businesses might find it harder to access customer data. In this article, Billy Loizou, area vice president of Amperity, shares how you can empower your business despite the stricter privacy rules, unlock the value of customer data to drive growth, and use ‘messy’ data to make the year 2023 for your business a success.

Click here to read the full article.

At present, B2B marketers still believe that they should always talk about how ‘good’ their products and services are. Donovan Chee, head of marketing and communications for SEA at Bureau Veritas says that marketers don’t have to do this, and instead learn to understand their customers and “win their hearts and minds,” amongst other tips.

Click here to read the full article.

The fifth installment of this series features Negar Mokhtarnia, director of product at Australian retail brand Pet Circle, weighing the importance of focusing on customer lifetime value over customer acquisition for e-commerce companies. She also shared her own take on leveraging data to boost brands’ customer experience and establishing a relational e-commerce experience to ensure sustainable growth.

Click here to read the full article.

Consumers today expect brands to be more vocal about social movements and contentious topics, which puts the responsibility to brands being an advent of change. In this article, Aaron Brooks, co-founder of influencer marketing platform Vamp, gives his insights on purpose-driven marketing, why it is important, the value of authenticity, its four key elements, and some advice for brands looking to leverage this approach.

Click here to read the full article.

Watch this space as we update this article with details and links for other What’s NEXT 2023 thought-leadership articles. The series will end on February 28, 2022.

If you are a marketing leader and would like to share your insights and predictions under the series, email us at [email protected].

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Marketing Featured Southeast Asia

Subway Malaysia unveils first-ever localised sandwich wrapper dedicated to Malaysia Day

Kuala Lumpur, Malaysia – Fast food chain Subway in Malaysia has unveiled its first-ever localised wrapper design for its sandwiches as commemoration of Merdeka or Malaysia Day, which will be held on August 31 this year. The wrapper is designed by Malaysian comic artist Ernest Ng.

Guests will be seeing the Malaysian-themed wrapper at Subway Restaurants nationwide throughout the months of August and September 2022. Right off the back of the recent Subway Mini World Exhibition, this collaboration is yet another effort to connect with local consumers in Malaysia.

The bespoke wrapper features comic interpretations of Malaysian landmarks, including the Petronas Twin Towers, and pays homage to other local icons such the Greenback Turtle and the Rafflesia flower. Subway Malaysia’s beloved local mascot Sabweh is also featured on the wrapper, rounding off the localised design to delight guests and Subway fans alike. 

Hang Ee Laine, head of marketing for Subway in South East Asia, Hong Kong and Macau, said, “At Subway, we’re always looking for new ways to give our guests new and memorable experiences that go beyond our menu offerings. With this bespoke wrapper, we’re celebrating Malaysia’s heritage, culture and local talent.” 

She added, “Malaysia has always been an important market and we’ve witnessed great success with localised offerings, so we’re excited to add something ‘fresh’ to the guest experience during these months of celebration for Malaysia.”

Meanwhile, Archana Menon, country manager for Malaysia at Mutant Communications, commented, “It’s a privilege for us to be working with a globally loved brand like Subway, and we have really taken their quest for guest innovation to heart. Globally, Subway has never had a localised wrapper, but given the feedback from local guests, we believe this will resonate with guests in Malaysia.” 

She added, “It has been great working with the Subway team because they are so supportive of our efforts and are always willing to try something new and push the boundaries of partnerships and collaborations.”

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Marketing Featured Global

Sprite ditches iconic green bottles for eco-friendly clear ones

United States – Popular soft drinks brand Sprite is ditching the iconic green look across its plastic bottles in favour of a much clearer one that is more eco-friendly. This will start on August 1 this year.

According to the Coca-Cola Company, while green plastic polyethylene terephthalate (PET) is recyclable, like the ones used in the old bottles, the recycled material is more often converted into single-use items like clothing and carpeting that cannot be recycled into new PET bottles. 

During the sorting process, green and other coloured PET is separated from clear material to avoid discolouring recycled food-grade packaging required to make new PET bottles.

Julian Ochoa, CEO at R3CYCLE, said, “Taking colours out of bottles improves the quality of the recycled material. This transition will help increase availability of food-grade rPET. When recycled, clear PET Sprite bottles can be remade into bottles, helping drive a circular economy for plastic.”

In addition to transitioning to clear bottles, Sprite is introducing a new visual identity system featuring a revamped logo and packaging design to provide a consistent look and voice around the world. Sprite’s packaging graphics will retain the brand’s recognizable green hue and include prominent ‘Recycle Me’ messaging.

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Marketing Featured East Asia

Shenzhen’s Nantou City unveils new brand identity via Superunion

Hong Kong – Nantou City in Shenzhen, China has unveiled a new brand identity conceptualised alongside agency Superunion. The new branding aims to ‘activate’ Nantou City, bringing both Chinese traditions and modern creativity, as well as sustainable development and vitality to the town.

Nantou City, also known as the ancient city of Xin’an, has evolved into a landmark location embedded with four major parts – cultural and creative retail, trendy art experiences, high-quality and innovative F&B, and cultural residencies.

The core idea behind the brand refresh ‘Collide to Create’ positions Nantou as a place of contrasts and a meeting point for people and ideas to come together. The brand tagline ‘為每一種想像而來’ translates to ‘a place for every imagination’ which led to the central creative idea of the semicolon, with its literal function of connecting independent clauses or ideas leading to a more symbolic meaning: Nantou as a focal point connecting individuals, ideas and cultures.

Maggie Chien, business director at Superunion China said: “Using this iconic visual metaphor, we created a whole design language for Nantou City across a range of physical and digital applications, from website to wayfinding. Nantou City is not just a historical landmark that you visit once, but a place that you want to come back to time and time again, to relax, to stay, and to grow with. Instead of commercialising, we want to build the city into a sustainable cultural centre and integrate it with the local lifestyle. 

Meanwhile, Huang Nan, general manager of Shenzhen Nantou City Renovation Project, commented, “As we see the Greater Bay Area continue to thrive and develop, our goal is for Nantou City to retain its original architecture but also embrace contrast; old versus new, tranquillity versus energy, simplicity versus intricacy. It is an expressive yet harmonious place, encouraging the organic and sustainable growth of all beings. We feel a new identity encapsulates this sentiment whilst being engaging and memorable.”

The branding endeavour was first announced in August 2021, where Superunion will be responsible for the strategic brand, experience, and communications planning, alongside a total revamp of visual identity of the city.

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Marketing Featured Southeast Asia

UEM Sunrise partners with 9 local firms for branding, marketing efforts

Kuala Lumpur, Malaysia – UEM Sunrise, one of Malaysia’s leading property developers, has inked a partnership with nine local companies to strengthen, promote, and develop a mutually beneficial relationship and cooperation under the company’s Vendors Partnership Programme. The partnership programme is expected to explore long-term synergies and promotes cooperation between UEM Sunrise and the participating companies in the areas of marketing and branding where both parties will leverage their respective marketing platforms to cross-market and increase brand awareness. 

The nine participating companies include Guocera, Bofi (Malaysia), Innocera Marketing, Electrolux Malaysia, Cement Industries of Malaysia, Panasonic Malaysia, Signature Cabinet, Aurum Precas, and Gamuda IBS. 

Aside from marketing and branding, the partnership also aims to provide opportunities for UEM Sunrise and the participating companies to explore products and services that would enhance design development as well as collaboration in the area of cost savings, to identify business opportunities that would lead to cost-saving benefits.

“Our partnership programme allows us to collaborate closely with our partners in the long run, and we look forward to achieving these synergies as part of managing the risk of price fluctuations and supply and demand uncertainties. We hope by building such relationship, we would be able to manage our cost structure better and deliver the right values to our customers,” said UEM Sunrise CEO Sufian Abdullah.

He added that given the volatility of the market, UEM Sunrise will continue to monitor and fine-tune its pricing strategy based on several key cost elements aside from the prices of building materials. Abdullah is also optimistic that the company’s long-term partnership programme with its vendors will help to provide solutions in addressing these rising costs in the market.

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Marketing Featured APAC

Schaeffler Group sets focus on APAC next for its global image campaign

Singapore — Germany-based automotive manufacturer and industrial sector supplier Schaeffler has announced the launch of a new series of regional motifs as part of the company’s global image campaign to promote its new claim, “We pioneer motion.” The company said the new motifs aim to highlight its corporate purpose and strategic direction. 

Schaeffler said the goal of the global campaign is to bolster its corporate brand worldwide and to underscore the company’s global orientation as a leading automotive and industrial supplier. Meanwhile, the regional campaign focused on APAC presented four new creative designs representing the brand’s ethos on innovation, tradition, uniqueness, and passion to succeed, while also drawing inspiration from the cultural diversity of the Asia Pacific region. It will be exclusive on digital channels like display and programmatic advertisements across social media platforms and display networks websites in six regional markets.

Dharmesh Arora, regional CEO at Schaeffler APAC commented on the regional extension of the global campaign, saying, “As a global company with strong local presence in multiple markets in the Asia Pacific region, the regional image campaign provides a strong foundation for us to communicate our pioneering spirit and innovative strength, which has been present since we invented the cage-guided needle roller bearing 70 years ago.”

Arora adds, “Additionally, as we embark on our Roadmap 2025 strategy, we look to sharpen and strengthen our focus on creating new and exciting opportunities to reach and engage with stakeholders through an integrated approach.”

The current regional campaign rides on the success of the first three waves of the global image campaign, which were rolled out in Germany, China, the USA, Japan, and India in October last year with the third wave including markets such as France and Italy. The global image motifs have generated an estimated 773 million impressions on multiple platforms and channels, leading to increased awareness and engagement to the Schaeffler brand. 

Ashish Shukul, director of communications and marketing of Schaeffler for APAC, said that Schaeffler’s global image campaign has given a major facelift to the company’s brand imagery and visual identity. Shukul added by saying that the momentum gained from the strong performance of the global campaign, especially the outstanding results in India, allowed us to extend Schaeffler’s campaign to other key markets like Australia, Indonesia, Korea, Singapore, Thailand, and Vietnam.

“We want to make our key stakeholders even more aware of Schaeffler’s extensive manufacturing and technology footprint in the Asia Pacific region. By leveraging learnings from the first three waves of the global campaign, we have adopted a much more targeted and culturally-relevant approach to enhance the presence and visibility of the Schaeffler brand. This also allows us to highlight the leading qualities that make us the preferred technology partner of our customers’ sectors, ” Shukul said.

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Marketing Featured APAC

foodpanda celebrates 10th anniversary with new brand mascot

Singapore foodpanda, leading delivery and grocery platform in Asia, celebrates its 10th anniversary with the unveiling of its first-of-its-kind brand ambassador — Pau-pau. The mascot will be given its own unique characteristics and will be featured on foodpanda’s different marketing platforms.

The introduction of Pau-Pau builds on foodpanda’s earlier brand refresh. The pink panda is the platform’s venture towards new brand representation, where, aside from the traditional marketing environments, the new brand ambassador will also be utilized to maximize digital marketing touchpoints.

Idan Haim, foodpanda’s vice president for growth and marketing, commented, “Pau-Pau is a first-of-its-kind among food delivery platforms in Asia! More than anything else, we wanted to create a personality that evokes love among customers. We want Pau-Pau to be an inspiration for people to live life on their own terms and to its fullest. We are excited for our customers to meet Pau-Pau, as we mark the start of a new decade for foodpanda in Asia,” Haim said.

Pau-pau will be featured on the LINE and Instagram apps as an available sticker to bolster use in consumer expression and communication. It will progressively be rolled out into all of foodpanda channels and interfaces, namely the app, website, digital and social media platforms, as well as live-environment activations and more.

The mascot has been developed with a unique set of characteristics that will further help it relate with a wider range of audiences across the Asian market; foodpanda said Pau-pau believes in caring for the environment, empowerment, and living freely.

Eunha Bhang, chief creative officer of delivery hero Asia, gave her thoughts on the uniqueness of the character.

“In creating Pau-Pau, we wanted him to also have a dimension of purpose — that he stands for something more than just being an adorable mascot. Pau-Pau embodies and brings to life the foodpanda spirit by helping our communities reimagine how they use delivery and thereby adding vibrancy and fun in their lives,” she shared.

With the announcement of Pau-pau, one of the character’s key projects will be spearheading the campaign for plastic-free and environmentally-friendly consumerism with foodpanda’s Global Sustainable Packaging Programme to encourage merchant and consumer responsibility.

The one-of-its-kind ambassador was first rolled out in Japan, Taiwan, and Cambodia in December 2021, which was subsequently followed by its appearance in other foodpanda networks namely Singapore, Malaysia, Thailand, Hong Kong, and Laos. The next phase will introduce the ambassador in the Philippines, Myanmar, Pakistan, and Bangladesh.

Last November, foodpanda also announced its partnership with Chinese tech giant Xiaomi to venture into q-commerce allowing the option of purchasing consumer electronic products and appliances through its apps. 

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Marketing Featured APAC

Superunion launches new brand identity for World Table Tennis

Singapore – World Table Tennis (WTT), the global table tennis competition, is launching with a new brand identity spearheaded by brand agency Superunion. The new identity aims to capture new audiences, attract new partners, and inspire sports fans and consumers to play and enjoy the game. 

WTT, created by the International Table Tennis Federation (ITTF), has seen that table tennis was only taken seriously as a competitive and commercial sport in a few countries, hence, wants to change this. 

With a fresh gradient visual creative, Superunion said it developed the new brand in a way that would change the way the world sees table tennis, to position WTT in the center stage, and bring its elite athletes, thrilling events, and exhilarating entertainment to the global audience. 

Inspired by WTT’s vision to show table tennis in a different light, Superunion’s creative strategy was to reverse the audience’s viewpoint by showing the game from the ball’s eye view, capturing the energy and skill of the game and allowing the audience to see table tennis from a new, unique perspective – literally. 

The identity design mirrors sports photography, capturing how each player focuses on the ball in motion. It follows the movements of the spinning ball at a break-neck speed, playing out the drama, precision, skill, passion, and mental agility that the players bring to the table. The whole new look speaks of ‘uncompromising confidence’ – whether that’s the new iconic black table or the redesigned theatre of play.

The World Table Tennis Cup Finals will be held in Singapore from 4 December to 7 December. 

Last June, Superunion was also the agency behind the official branding of TMBThanachart Bank, the recently merged banking institution in Thailand. 

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Marketing Featured Southeast Asia

SG foodtech startup Float Foods appoints dentsu SG as brand, digital strategy partner

Singapore – Float Foods, the local home-grown foodtech startup, has tapped the services of dentsu Singapore to be its brand and digital strategy partner to aid the startup in the commercial launch of Asia’s first plant-based whole egg product, OnlyEg.

Through the appointment, dentsu Singapore will be responsible for developing the product’s go-to-market brand strategy, identity, design and launch campaign in Singapore in 2022.

Speaking about the startup launch in Singapore, Vinita Choolani, founder and CEO at Float Foods, said that the prime reason they aim with the launch is due to the fact that COVID-19 has highlighted a burgeoning food security problem, especially in Singapore, adding that they have identified a critical need for Singapore to plug that gap to ensure the long-term safety of our food ecosystem. 

“Equally important, we recognized that it needed to be done in a clean and sustainable way that allowed people to eat healthily and economically. That was why Float Foods was born and our breakthrough plant-based whole egg protein product will be able to change the way eggs are consumed in Asian cultures where it is a key diet,” Choolani said.

She added, however, that any game-changing product and technology requires radical collaboration with partners who believe in it, further stating that it has therefore been important for them to work with investors and partners who appreciate the startup’s vision to advance Singapore’s food ecosystem.

“That is why dentsu Singapore is a clear choice for us as a partner for the launch of OnlyEg. Its appreciation of Float Foods’ longer-term value to the food landscape in Singapore, combined with dentsu’s capabilities in brand and digital strategy, was a strong proposition for us. We look forward to bringing this to launch together,” Choolani stated.

Meanwhile, Prakash Kamdar, CEO at dentsu Singapore, commented that their company’s commitment for being a force of good and growth is stemmed from their focus on helping businesses achieve good for growth, yet it is not every day that they get to work with a partner who is positively revolutionizing the landscape in which it operates in.

“As such, we are incredibly delighted to be able to support Float Foods in its go-to-market strategy and execution as it champions change in the way we manage food supply and security in Singapore while taking care of the environment. We are grateful for the confidence placed on our ability to bring our integrated thinking and capabilities to the table. Our team has a deep appreciation for Float Foods’ vision and principles, which will be applied in building a strong brand strategy that will help to successfully launch OnlyEg to the market once it is ready,” Kamdar concluded.

In overview, Float Foods has raised US$2.2m in seed funding and is collaborating with research and development agencies in Singapore to optimize OnlyEg for commercial readiness by 2022. The foodtech startup also plans to roll out more plant-based products in Singapore and the region in the next two years.