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Marketing Featured Southeast Asia

Singapore’s National Youth Council appoints TEAM LEWIS as new digital agency partner for its ‘Somerset Belt’ project

Singapore – National Youth Council (NYC), a statutory board under the Ministry of Culture, Community and Youth and a co-ordinating body by the government for youth affairs in Singapore, has appointed marketing agency TEAM LEWIS, to be its agency partner for social and digital content creation, management, and optimisation for Somerset Belt, a key project under the SG Youth Action Plan.

The Somerset Belt – a stretch that extends from *SCAPE to the junction of Somerset and Killiney roads – aims to be an entrepreneurial, creative, and incubation space for youths. It is designed to be a precinct where they can have a direct hand in contributing ideas on programming and infrastructural changes; working with one another, the communities, businesses, and the Government.

Joseph Prakash, assistant director of the Somerset Belt Office, shared that to inspire youths from all walks of life to work with us to shape Somerset Belt, it is important that the agency they work with not only has digital capabilities at its core, but also understands the identity they are building to stay connected with youths. 

“TEAM LEWIS has demonstrated creative and bold thinking in its storytelling to help youths connect with one another, while celebrating their collective ideas, interests, and aspirations,” said Prakash.

Meanwhile, Mark Tay, head of content for Singapore at TEAM LEWIS, commented that they are excited to partner with National Youth Council and look forward to demonstrating how incorporating youth-centric sentiments in the heart of storytelling can help band a community of diverse audiences together. 

“This is an incredible opportunity for us to build a distinct identity for Somerset Belt while positioning the space as a place for youths to appreciate, participate and create programmes,” said Tay.

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Marketing Featured APAC

Digital agency Dept expands to APAC

Singapore – Dept, a Netherlands-based digital agency has announced that it will be expanding to the Asia-Pacific region, marking it with the appointment of former Havas Group CEO Vishnu Mohan to assume the agency’s partner and chief growth officer role.

Dept, founded in 2015, is majority owned by Carlyle, a global private equity firm. Dept has recently acquired design and experience agency BASIC®️, as well as creative marketing technology agency Byte.

Through the market expansion, Dept said it will follow an acquisition-led growth approach to grow to 1,000 people and contribute 10% to global revenues by 2024. This will be complemented with a Singapore hub and a satellite team in Manila.

Meanwhile, Mohan, who will work closely with Dimi Albers, Global CEO of Dept, joins the agency after a 25 year stint with Vivendi’s Havas Group, where he was widely recognized as the key figure behind the launch and development of the group in Asia Pacific.

Speaking about his appointment, Mohan said that he looks forward to working with Albers and the teams, adding that they will be leveraging the agency’s growing client base and track record in the region to build a business that is ‘big enough to cope and at the same time small enough to care’.

“Dept is a very strong digital transformation agency with a rich tech heritage. Their integrated one-stop-shop principle of delivering tech, design, creative and performance with a simple structure, speed, clarity, and personal contact is why I truly believe it can make a difference in the APAC markets,” he said.

Meanwhile, Albers commented that a team on APAC that will work fully integrated with their teams across EMEA and the Americas will help them make an even bigger impact in the region, both for global clients and local brands. He added that with Mohan’s network, market knowledge, and growth mindset, they have found the right leader to boost their Asia journey.

“Over the last few years, we’ve delivered a variety of impactful projects in the Asia Pacific market for brands like Mizuno, Samsung, Weber, Fujitsu, and KLM. Our vision has always been to help our clients work with the best talent in the world, regardless of geography,” Albers concluded.

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Marketing Featured Southeast Asia

Kingdom Digital tapped by KyoChon for social media duties

Kuala Lumpur, Malaysia – Kyochon, a Korean fried chicken brand, has tapped local digital and social marketing agency Kingdom Digital to handle the brand’s social media duties in the Malaysian market, starting off with an online campaign to promote KyoChon’s new meat-free food: the ‘Future Chicken’ Burger and ‘Future Chicken’ Tenders.

KyoChon will be turning to social media to create buzz and drive awareness about the 100% plant-based options by working closely with its newly appointed social media agency Kingdom Digital.

Terry Goh, CEO of KyoChon, shared that the brand first introduced its meat-free menu earlier this year in February for Malaysians who are looking to reduce their meat intake for health, spiritual, or social reasons. 

“With the addition of the new ‘Future Chicken’ Burger and ‘Future Chicken’ Tenders, we have a total of 4 meat-free selections to cater to different preferences. Our customers and their loved ones can now have more options to choose from when they dine at KyoChon, be it from the meat-free or chicken menu. Both menus allow them to experience the signature taste and crispiness one would expect from our Korean fried chicken without compromising on their dietary choices,” Goh said.

Meanwhile, Lui Xiao Yee, head of client servicing at Kingdom Digital said KyoChon has tasked them to strengthen KyoChon’s positioning as the go-to restaurant for the most authentic and best Korean fried chicken in the minds of young teens, adults, and families.

“To achieve that, our strategy aims to portray KyoChon as the ‘INSSA’ (a Korean slang word describing a sociable trendsetter) through relatable and humorous social content and engagement ideas. Some of these can already be seen on their social media pages, such as the specially-curated monthly KyoKomics or when the brand joined the hype and trendjack Squid Game,” Xiao Yee stated.

Kingdom Agency has won various accounts this year, including milk brand Lactel and beverage brand Spritzer.

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Marketing Featured APAC

India-based RepIndia marks int’l expansion with two new mandates from SG brands

India – RepIndia, the digital agency based out of India, is slowly moving beyond its home country with two new client acquisitions from Singapore-based brands Tazapay, and Rotimatic. Tazapay is a leading international escrow platform for cross-border trade, while Rotimatic is an automated kitchen appliance brand.

RepIndia said that the new accounts are aligned with its vision to establish a name in international regions like Southeast Asia, the US, and the Middle East.

The newly acquired mandates pertain to SEO for Tazapay, while the agency will be responsible for the online reputation management (ORM) and SEO of Rotimatic. The development into international markets, the agency said, is a natural progression of its business having already established a strong foothold in India and having worked with over 400 leading brands and clients so far in the country.

For RepIndia, the two Singapore-based brands represent a growing market in the country that is looking to elevate their digital presence and build a stronger customer connect.

Archit Chenoy, RepIndia’s CEO, said that its foray into the global markets has only just begun, with its exposure to market leaders and disruptors like Rotimatic and Tazapay a true accolade.

“We look forward to our partnership and our continued expansion in Singapore,” said Chenoy.

Meanwhile, Rahul Shinghal, Tazapay’s CEO, commented, “We are impressed by the expertise that RepIndia has built over the years in the domain of SEO. With the kind of clients and businesses they have worked and achieved successes for in the past, I am confident that they are the right fit to augment Tazapay’s digital presence and increase the brand’s visibility in order to help us meet our business objectives.”

Pranoti Nagarkar, the CEO and co-founder of Rotimatic, also commented, “Rotimatic has made a huge difference to the lives of thousands of customers across the globe, having overcome the challenges in supply chain, we want to take it to the next level and prepare to launch in India. This is where we would like to partner with the super-efficient and highly energetic RepIndia team that excels in ORM and SEO for our global markets and India.”

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Marketing Featured APAC

LEWIS bags Nikon Asia’s account as digital agency partner for APAC

Singapore  Global marketing agency LEWIS has recently won the account of photography brand Nikon in Asia as its digital agency partner for Asia Pacific, as well as in the Middle East Asia region.

Through the account win, LEWIS will take on a strategic role in social and digital content creation, management and optimization for the brand. This is with the recent developments from Nikon, as its latest Z Series mirror-less cameras have opened a new dimension of optical performance, built from the company’s optical expertise and craftsmanship for over 100 years.

Pamela Tor Das, managing director at LEWIS Singapore said, “We are excited to partner with Nikon and look forward to demonstrating how effective visual storytelling can translate into strong brand equity on social. With our new regional remit, this is an exciting opportunity for us to drive a consistent identity and distinctive voice for the brand while also staying attuned to the cultural nuances of local and regional communities.”

Meanwhile, Horie Masahiro, managing director at Nikon Singapore, commented, “As photography and videography becomes more integrated within our fast-moving, connected world, we were looking for an agency with digital capabilities at their core. We believe we found that with LEWIS and are excited to partner with them as we continue to evolve how we inspire local communities and share their stories through our market-leading products and technologies.”

LEWIS had also recently won the account of FairPrice Group, the cooperative that runs Singapore’s largest supermarket retail chain and cooked food centers, to be its agency partner for public relations.

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Technology Featured ANZ

Digital agency Jellyfish signals Australian presence through new acquisition

Sydney, Australia – Global digital agency Jellyfish is ramping up its global presence by acquiring five companies, including one in Australia, Data Runs Deep.

The Australia-based Google marketing agency provides consultancy and training to clients. Data Runs Deep assists its clients with the structure and implementation of Google Analytics in their business – most importantly, giving companies the ability to produce outputs through large amounts of customer behavior data in order to make fast business decisions.

The newly-announced acquisitions speak to the rapid acceleration of businesses looking into integrating digital transformation strategies into their company. This is done in response to the global pandemic that has created a greater need for brands to partner with companies to help them navigate and meet the challenges of driving growth and sustainability.

Other of Jellyfish’s global acquisitions include tech agency Seelk, e-commerce content production Quill, creative technology company Splash, and technology services Webedia Brand Services.

“These acquisitions bring powerful enhancements to our portfolio of services by expanding our depth of expertise, geographical reach, and our offerings across several continents and regions,” says Chris Lee, COO at Jellyfish.

Jellyfish’s rapid expansion comes against a backdrop of consolidation and challenges in the traditional agency sector as the company’s capabilities lie in helping brands during their digital transformation journey.

“Our mission is to ensure that our clients have all the resources needed to fully embrace digital transformation and reach results that transcend every expectation. These acquisitions are key in driving prominence and growth in the marketplace and we believe nothing is impossible or beyond the reach of our clients,” said Rob Pierre, CEO of Jellyfish.

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Marketing Featured Southeast Asia

Diageo MY taps Kingdom Digital as digital agency for Johnnie Walker, Singleton

Kuala Lumpur, Malaysia – The Malaysian branch of global alcohol beverage manufacturer Moët Hennessy Diageo has appointed Kingdom Digital as its digital agency to handle the Diageo portfolio, specifically Scotch whisky brand Johnnie Walker and its single malt Scotch whisky brand Singleton. The agency was appointed in September following a pitch in April.

Under the appointment, Kingdom Digital will be responsible for assisting both Johnnie Walker and Singleton brands in their content planning and creation, creative development, along with social media management and performance analysis. The agency said the appointment is for a period of four months, with a possibility of extension.

Rajesh Joshi, marketing director of Moët Hennessy Diageo Malaysia for Diageo brands, said, “We are thrilled to partner with Kingdom Digital. The agency has demonstrated a good understanding of our brands, digital strategy, and goals in driving our business forward through innovative ideas. We look forward to producing campaigns that resonate well with our brands’ audiences and deliver exciting work for the Malaysian market.”

Meanwhile, Kingdom Digital’s CEO Ryan Ong commented, “It’s an honor for us to work with such esteemed brands. Through this partnership, we are confident that we’ll be able to assist Johnnie Walker and Singleton in strengthening their brand awareness and expanding their reach through a more digital-first approach.”

One of the agency’s first campaigns for Johnnie Walker includes promoting its newly-launched limited-edition John Walker & Sons XR 21 – The Legacy Collection. The latest collection aims to celebrate the rich heritage and diversity of the Malaysian Chinese communities.

To support this, Kingdom Digital produced a short, animated video that centered on the intricate heritage of the Cantonese, Hakka, and Hokkien clans. The video was released early November on Johnnie Walker’s Facebook.

The second phase of the XR 21 Legacy Collection campaign, set to roll out in December, will be focusing on a few other Chinese communities. Aside from digital asset development and video production for the campaign, Kingdom Digital will also be leveraging on Johnnie Walker’s social media channels for further visibility