Singapore – Global brand publishing agency Green Park Content (GPC) has recently rebranded to Greenpark, with its rebrand effort focused on purpose and performance-driven content.
The new update comes in line with the agency’s goal of gearing up for hyper-growth of its business, talent, and clientele in the global market, as well as being able to help more brands explore and fully embrace their purpose through its data-driven, omnichannel approach to drive quality consumer engagement, spike conversions, and achieve commercial objectives.
Parallel to its rebranding effort, Greenpark’s innovation and strategic diversification now extend to the latest in artificial intelligence. Its generative AI creative solution enhances content output while delivering time and cost savings for clients. By marrying state-of-the-art marketing tech with human expertise, Greenpark cements its status as a brand publishing pioneer—and a purveyor of award-winning content.
Moreover, the agency has also built a dedicated insights division integrated with its established SEO expertise to drive impactful strategies across search and social to deepen cross-platform audience insights.
For Sven Lung, founder and CEO at Greenpark, the rebrand effort aims at strengthening their competitive brand proposition.
“By leveraging our creative, strategic and technical expertise to double down on purposeful content that makes a difference in people’s lives, we can help more brands live their purpose through digital channels to drive quality engagement with consumers, higher conversions and achieve commercial objectives,” Lung said.
He added, “As a business culture, we strive and act together in our ambition to make a positive impact for the people and brands we serve, we do everything with kindness at the core – these are the values that guide us at Greenpark.”
Singapore – Global, performance-driven content leader Green Park Content has announced the promotion of Fe Husaint as managing director for APAC to strengthen the agency’s operations, power up its growth, and accelerate its success across the region. Husaint previously held the creative and global brand head position at the agency.
Husaint brings with her strong experience in developing a creative and strategic approach to managing brands’ creative remits. She became an integral part of Greenpark’s growth in APAC whilst helping to grow the agency’s revenue with global and regional business.
Marcelo Bittencourt, departing managing director for APAC, said that Husaint deserves the promotion because she has been pivotal in growing the agency’s business and culture.
Meanwhile, Husaint commented, “I plan to inspire a strong, inclusive, and diverse culture—to do my part in powering business growth to the next level. I am also excited to usher in a new era of Greenpark—my vision is to have a holistic approach with creativity and innovation at the core.”
“I envision a business model that’s driven by innovation such as Generative AI Creative Solutions. This is my future-forward vision to continue pushing the boundaries of creativity, while being able to offer cost-efficient solutions to our Client partners,” she added.
Greenpark has been growing its operations in seven APAC countries with over 130 digital experts within its team.
Earlier this year, Greenpark has also announced the promotion of Lesley Renton as its head of marketing and demand generation for APAC.
London, England– Global brand publishing agency Green Park Content has promoted Lesley Renton as its head of marketing and demand generation for APAC. Renton made the announcement through a LinkedIn post on January 5.
Renton is a seasoned digital marketing leader with expertise in online and offline integrated marketing campaigns, digital marketing, new business, and events.
Prior to her new role, she worked as head of new business for APAC at the agency. She also previously held the general manager and director of marketing role at event marketing agency Clearwater Communications.
“I am so proud to be part of the amazing, world-class Greenpark family and team, and to continue to build on our significant 2022 new business and growth achievements. Looking forward to great collaborations, and powering up the growth of Greenpark through the power of marketing and demand generation,” Renton’s post read.
Indonesia – Content marketing agency Green Park Content (GPC) has won the digital and creative mandates for Indonesia’s snack brand Maxicorn and the Philippines’ telco giant Globe.
As part of the mandate with Indofood, GPC will be managing the full digital service, social media maintenance, campaign launch and creative production for the food distribution giant’s new brand Maxicorn in the Indonesian market. This account will be managed by Sophia Seddarassan, GPC’s associate account director for Indonesia.
Harry Wibowo, Indofood’s head of marketing for Maxicorn brand, shared, “Green Park Content went the extra mile when presenting their social media communication strategy, using multiple channels and touchpoints that were suitable for our bold target audience, as well as brand guidelines and visualisations in creating a strong brand identity.”
Meanwhile, GPC’s mandate for telco Globe includes branding, visual identity, and creative assets development. This account will be managed by Ish Reyes, GPC’s senior account manager for the Philippines, who also led the pitch.
GPC believes that these two new partnerships are a testament to its rapid and impressive growth across APAC and globally.
Fe Husaint, GPC’s creative and global brand head, said, “We are so proud that so many esteemed organisations have trusted us with the role of helping to build their brands, and we will continue to find new ways to engage audiences and create brand affinity as they assimilate to the new normal post-pandemic.”
Crossing Over to Shoppable Content
As far as internet real estate goes, digital marketing has become a much more precise science. It’s no longer an open house where anyone can come in and salespeople can only hope that the right people would notice the high ceilings or marble countertop and be convinced enough to take the deal. These days, marketers bring the content right in front of their audience in an experience as personal as any, the digital analogy of leading the consumer right toward the cash register. Shoppability isn’t just a new catchphrase. In the world of content, it is the new normal.
The Consumer Conversion
In narrowing the gap between commerce and consumer, big brands are moving from a publisher model into an e-commerce one. Consider the biggest merchants in the world. They all become media at one stage. They have journalists in-house that produce numerous articles and videos, becoming brand publishers in the process.
Net-a-Porter, for example, has become more of a magazine online than a retailer. Amazon is now a media company that produces content all around the world. L’Oréal has invested tens of millions of euros to build platforms like hair.com and skincare.com. Those websites attract a lot of traffic which enable L’Oréal to gain traction and build up visibility among their users with free organic visits.
On the other hand, those who are already in publishing, like Allure or Refinery29, are looking at newer ways to gain revenue from their audience beyond the unpredictability of paid advertising. Through the years, they have come up with more than 10,000 product reviews from different brands around the world. They aggregate those product reviews to develop search-based content, SEO traffic, and organic visitors for free from Google and eventually convert them to shoppers. So, when the audience discovers a product via Allure.com, they’re redirected immediately towards e-commerce websites like Walmart or Clinique. Allure then earns some commission based on the traffic and conversations that they’ve generated to the brand.
The need to drive those organic visitors into shoppers has led to a convergence between content and commerce. In the last six months, there has been a massive transformation of online platforms into e-commerce websites. It’s become a formula to drive value, engagement, and sales.
Becoming Shoppable
In the foreseeable future, more and more companies will be adopting this strategy into their brand.com websites, turning them into shoppable platforms. They will take their existing content management systems, embed seek-out, needs-based content for users, and add products within those pages. The result is a richer, dynamic, personal experience that engages the audience – and conveniences them – while giving significant commercial benefits to brands.
How it works is that you take an audience-attracting piece of content, like an article. The article contextually features advertising based on a keyword on the page by displaying smart product placements based on an algorithm that is carefully chosen by the merchant or brand. Then and there, the audience can ‘add to cart’ without going through the hoops of multiple redirections or manually inputting a separate site.
Allure and L’Oréal are only a few of the brands that are now relying on this formula. With shoppable content, the consumer is captive right at the moment of influence. For example, IKEA’s revolutionary augmented reality app, which lets users see how its products would look in their space, allows customers to buy that particular piece right then and there.
The aforementioned luxury retailer Net-a-Porter takes things further by turning even the analogue into a shoppable channel. The Edit is its weekly digital magazine that expectedly leads the audience to product pages upon clicking on editorial layouts. However, Porter is an actual, tangible print magazine. When readers scan over the images with the Net-a-Porter app, they can immediately purchase the featured products.
Taobao has attracted millions of shoppers via live stream shopping. YouTube has installed a direct-response ad format with browsable product thumbnails underneath the video. Pinterest has turned its top-performing organic Pins into shoppable ads. TikTok has launched an integrated shopping feature, virtual teleshopping, and even dance contests that link to in-app purchasing.
The progression of social media as a shoppable content venue is as organic as they come. It has a built-in audience that depends on social media channels for entertainment, inspiration, and now a procurement of those first two. Yet, these are only the tip of the iceberg when coming up with shoppable solutions for content.
A More Meaningful Experience
When a company makes more engaging content and realises its commercial potential, it does not only benefit the brand but the consumer as well. Using performance-driven data offers consumers a more personalised and authentic journey. These numbers instigate a better understanding of people and their behaviours and inspire content that is much more relatable.
Content marketing answers people’s questions at the right place and at the right time. Shoppable content takes that a step further – presenting benefits for everyone in the journey. It is as measurable as it is personal. It’s not just the next big thing. It’s here, now.
This article is written by Sven Lung, CEO & founder of performance-driven content agency Green Park Content.
The article is published as part of MARKETECH APAC’s thought leadership series What’s NEXT.This features marketing leaders sharing their marketing insights and predictions for the upcoming year. The series aims to equip marketers with actionable insights to future-ready their marketing strategies.
If you are a marketing leader and have insights that you’d like to share with regards to the upcoming trends and practices in marketing, please reach out to [email protected] for an opportunity to have your thought-leadership published on the platform.
We can’t believe we are now down to the last roundup of top stories for 2021! It has been a great year recognizing the most well-loved brands and stories in marketing and tech for the year.
Our monthly deep dive and conversation with the top brands resulted in the much-awaited regular MARKETECH APAC Reports, and this month of December is no less an exciting list of one-of-a-kind campaigns, inspiring new leadership appointments, and fresh product launches.
This month, we saw a food delivery platform moving into an entirely new vertical of consumer electronics. This period, a philippine arm of a global communications agency also announced a new business director, while, a content marketing agency with a presence in APAC unveiled an expansive roster of new hires in the region within its client servicing, creative production, and editorial teams.
For the month, a very interesting campaign from a BNPL service in Singapore has also entered the list for bringing back audiences to the golden age of advertising in the 80s. Meanwhile, our MARKETECH Spotlight episode on a digital agency in Malaysia also came out on top for walking us through behind the scenes of incorporating AR and VR in marketing campaigns.
Learn more about the top stories that will be closing off our 2021 with a bang:
For our Top 5 story, we have the MARKETECH Spotlight episode of Unicom Interactive Digital, a fast-leading digital agency in Malaysia.
In an interview with its COO Jareth Eng, we learn more about how brands are incorporating the tech of AR and VR in their marketing campaigns, and the best ways to deliver such that would effectively engage audiences at the same time push brands be top-of-mind.
Having helped numerous brands develop immersive campaigns since the start of the pandemic, Eng shared the agency observed that content remains to be the top determinant of a success of a campaign.
He says content must above all be personalized and authentic.
“More and more, let’s be honest, we start to get bored of the same stuff, and we start to look for authenticity in content, because there are so much paid advertisements today [and] so much paid endorsements, and we reach a point where we do not know what is being said is real or not,” said Eng in the interview.
Eng also shared his thoughts on the role of digital moving forward in the pandemic, “The perks of adding digital elements to campaigns have proven themselves during the past year. Even as we head back to a norm that we were used to, digital elements will still play a part.”
Havas Group’s media and communications agency in the Philippines, Havas Ortega, has appointedMel Panabi, former vice president of marketing communications at energy tech business WeGen Distributed Energy Philippines, as the new business director of its global public relations, social and experiential agency micro-network.
Through his new role, Panabi will be developing new products and services that will further strengthen Red Havas’ position in the country’s public relations and brands landscape.
MARKETECH APAC spoke with Panabi to know more about the area he is looking to prioritize in the role.
“I will be prioritizing promoting the ‘meaningful brands’ concepts of the agency. The global Red Havas Media Group actually made a study called ‘Meaningful Brands’, and it showed that people are now looking at the collective benefits provided by a brand, and its role in society,” said Panabi in the interview.
He adds that he is eager to start Red Havas’ sustainability and thoughtful corporate responsibility conversation.
“One other thing is that the United Nations’ sustainable development goal is something that the brands need a lot, which is a space we want to occupy. We want to be associated with that kind of ‘meaningful brands’ and sustainability conversation,” he said.
Buy Now Pay Later service Pace in Singapore enters our top stories for bringing a very refreshing and unique creative campaign that brought people back to the vibrant pop culture of the 80’s.
Armed with a video and an OOH ad, audiences saw VHS effect shorts complete with authentic 80s fashion, while decals on platform doors at train stations were reminiscent of the classic shopping advertisements from the period.
Speaking with MARKETECH APAC,Daren Goh, Pace’s head of growth, said that while BNPL is an inspiring tool for people to be financially responsible, payments could be something boring and pedestrian, hence, the push for the one-of-a-kind creative.
“We thought 80’s was great because it’s something that any generation can relate to whether you’re [a baby boomer], even to Gen Z folks who are interested [in] how it is like [in the] 90s and 80s,” said Goh.
He also shared that stimulating the feeling of Nostalgia was the goal.
“[80’s] seem like simple times and just really great times. So I guess we could tap into so many different feelings and people also see that no matter what age they are from,” said Goh.
The leading food delivery platform in Asia, foodpanda, will now move to offer a wide range of consumer electronics and appliances for on-demand deliveries in Singapore and Thailand.
Partnering with Chinese tech giant Xiaomi, foodpanda will be offering Xiaomi’s products ranging from smart devices, audio, and mobile accessories, to household appliances, and will be delivered to homes within 30 minutes.
Speaking to MARKETECH APAC, Christian Urban, foodpanda’s head of marketplace of new verticals for APAC, shared, “Xiaomi is one of the great new vendors coming on board recently, and of course, a very popular brand and we are super happy about that. They are on board with hundreds of their products from their flagship stores across Singapore and Thailand.”
Regarding the platform’s new partnerships and offerings in 2022, Urban said that they want to enable more and more vendors to join their marketplace, helping them to digitize and get their goods delivered within 30 minutes.
“Our goal is to serve a large portion of essential and non-essential goods, and there is actually a strong demand for it. Hence, strategically, the goal is to go deeper and offer more of those goods to our customers,” he added.
For this month’s #1 story, we take a look at the expansive company hire move by content marketing agency Green Park Content for the Asia-Pacific region.
The hires, which were made in November, span across three major work categories: the client servicing team, creative production team, and the editorial team. In addition to these new hires, GPC also announced the promotions of some of its senior leaders, including Que Ramli to the role of global social media lead, Martin Niens as head of operations, and Fe Husaint who was recently promoted to the role of creative and global brand head.
Speaking to MARKETECH APAC, Marcelo Bittencourt, managing director for APAC at GPC, shared that ever since GPC started out in APAC four and a half years ago with only two hires, they have tested the waters of the business in the region and have since grown to provide various services such as search engine optimization and editorial content.
“The goal for GPC in APAC is [trying] to answer to our global FMCG clients on how we can be more localized, how can we have content that is meaningful for the local countries, because we are seeing a shift from budgets being centralized, and we are seeing how important it is, and how empowered are the local marketers are in the countries. So [we] want to be there with them because we are a part of a global [and] regional work lines and as close to their local operations we can be,” Bittencourt stated.
On his insights on content development, he said, “Content is about connection, content is about building a bond with the audience. You cannot do this if you are not ‘there’, if you’re not using slang, if you’re not understanding what is the environment that you have. This is the biggest goal for us: to be able to grow our local expertise in the countries in APAC, to be able to be that partner to our global clients., and be able to answer their strategies to deliver their brand purpose with quality and with trust.”
Watch our exclusive interviews with the brands themselves on the latest episode of MARKETECH APAC Reports, now live on our YouTube channel.
This is in collaboration with Malaysia-based media company The Full Frontal.
Malaysia – In response to the booming interest in holistic health and wellbeing in Malaysia, content marketing agency Green Park Content (GPC) has launched an English language health and wellness content hub in the country for a company that the agency has yet to disclose. GPC said the content hub development aims to establish a powerful online presence for an integrated healthcare company.
The new hub, which will be called ‘All Things Health’, enables access to easy-to-understand, trustworthy articles written by health editors, physicians, and wellness experts and covers key health and wellness categories such as nutrition, mental health, and balance, as well as parenthood. ‘All Things Health’ content hub addresses Malaysians’ growing demand for health and wellness information, with over five million category searches of health and wellness topics in the country per month.
Martin Niens, Green Park Content’s head of operations for APAC, shared, “We built a strong foundation for the ‘All Things Health’ content hub, using the perfect synergy of a headless CMS and world-class SEO strategy to showcase some truly amazing pieces of content which engage and empower our audiences into action.”
Meanwhile, Fe Husaint, Green Park Content’s creative and global brand head, stated that the new hub aims to meet consumers’ needs at the moment and answer the unique health concerns today, educating and inspiring them to live a healthy and well-balanced life.
“‘All Things Health’ widens the reach of natural, holistic practices, providing research-backed content to help health seekers and their families have the best health at all life stages,” said Husaint.
Ayie Austria, the head of search experience and innovation at Green Park Content APAC, shared that companies realize the importance of investing in brand publishing to build long-term value through deeper engagement and more purposeful relationships with their audiences.
“‘All Things Health’ achieves this objective by engaging and creating meaningful conversations with young, digitally-savvy consumers and building a loyal audience,” said Austria.
GPC said that it is now planning to expand the content hub to other markets in the future.
Aside from the new ‘All Things Health’ hub, the agency has created several content hubs, including AllThingsHair.com, MasakApaHariIni.com, and BeautyHub.PH. Each content hub allows brands to own their audiences, capture first-party data and save millions in paid media.
Singapore – Green Park Content (GPC), the content marketing agency under the Unilever Foundry start-up ecosystem, has announced a diverse lineup of new hires, coming from agencies and brands across APAC, including Malaysia and the Philippines, to further strengthen the GPC’s presence in APAC.
For the client servicing team, the new hires include Crissy Ancheta as head of client services for APAC, Regine Mercado as group account director for Unilever account, and Elaine Giam as senior account director.
Meanwhile, for the creative production team, the new hires are Matt Yu as head of design, Trina Enriquez as copy lead, Renzo Virey as senior art director, and Mirza Afiq Beg as regional social media lead.
Lastly, the new editorial team hires are Lily Wong as managing director for Malaysia, and Jordana Maia Blanco as managing director.
Speaking about the new hires, Fe Husaint, who was recently promoted to the role of creative and global brand head, commented, “Our new, top, creative talents will no doubt be pivotal in delivering award-winning campaigns and developing creative solutions that will significantly improve the SEO performance of the brands we work with and the positive and successful business outcomes for our esteemed clients.”
Meanwhile, in her new role, she added, “I am excited to embark on my new role as creative and global brand head. GPC is already well-established as an SEO-driven agency, and I look forward to building synergy between SEO and Creative, together with this formidable new, talented team. My vision is to bridge Green Park Content’s best-in-class SEO offering with our GPC creative solutions, enabling our clients to reach the right audience at the right time, in a more efficient and impactful manner.”
Que Ramli, who has also been a part in growing Green Park Content’s social business in the APAC region, has also been promoted from APAC social media lead to global social media lead.
Lastly, Martin Niens, formerly head of client services, has likewise been promoted to the role of head of operations.
“As the world becomes more digital and data-driven, I look forward to building and leading our project management and UX/UI teams; and working with them to capture big growth opportunities across our portfolio, improve efficiencies, drive transformation and advance our operational excellence to enable greater performance and results across the APAC region,” Niens said regarding his promotion.
Speaking about the slew of hires and promotions for GPC in APAC, Marcelo Bittencourt, managing director for APAC at GPC, commented, “What makes our business successful is that we continue to prioritise our team. We’re thrilled to promote team members who have gone above and beyond, and bring in many new outstanding, talented individuals. I am confident that the new hires will be excellent matches for the positions and strong assets to our company.”
London, United Kingdom – Green Park Content (GPC), the global content marketing and brand publishing agency, has appointed William Goodenough, former chairman and co-founder of global design agency Design Bridge, to be the new chairman of its board of directors.
Goodenough will have the new appointment as an additional role, continuing as the governor of Goodenough College in London and Gresham’s School, as well as a trustee of conservation charity Norfolk Rivers’ Trust.
Goodenough brings with him his extensive experience in the industry. Prior to selling Design Bridge to creative transformation company WPP in 2019, he has previously held many senior leadership roles within the business, such as head of sales, managing director, and CEO, as well as chairman.
As part of his new role, Goodenough will be leveraging his expertise in building management structures, skill sets, and systems to significantly scale the GPC brand across its global offices, including London, Jakarta, and Singapore, as well as New York, and Sao Paulo.
Commenting on his appointment, Goodenough said that he is honored to join Green Park Content and to work with its world-class team and global clients.
“I’m really enjoying working with Green Park Content to help drive its industry and thought leadership status in SEO-driven brand publishing and search, to power client-centricity, and to ignite growth. I am proud to be part of the exciting and transformational journey ahead.”
Meanwhile, Sven Lung, founder and CEO of Green Park Content, commented that they are honored and thrilled to welcome Goodenough as the chairman.
“After successfully founding BRANDALLEY as the top private sale operator in the UK with more than 15 million members, I founded Green Park Content with the goal to help brands become media brands by implementing brand publishing strategies. Will brings with him an amazing proven system that is already helping us to grow and break our own ceilings and deliver global scale,” said Lung.
Green Park Content APAC’s Managing Director Marcelo Bittencourt shared that everyone is receptive to Goodenough’s advice that comes from his decades of entrepreneurial success and his extensive list of achievements in the industry.
“Will’s appointment as chairman has raised the bar for our scale and growth plans significantly, and this is just the beginning. With Will’s guidance, we have a very clear business roadmap that allows GPC to be well-positioned for strong future growth in APAC and globally,” said Bittencourt.
Singapore – Consumer brands behemoth Unilever, with a vast portfolio of beauty and wellness products, has just unveiled the great strides it has recently taken for its communications and advocacy.
Unilever has always been dedicated to its global commitment to positive beauty, and its Philippine leg has just launched its contribution to the advocacy – one that not just aims to innovate its engagement to consumers but one that seeks to uplift common beauty standards.
The new MANifesto.PH is Unilever Philippines’ online publication that focuses on men’s care, providing practical tips and advice on grooming, wellness, and other male concerns. The digital destination aims to encourage men to take better care of their skin, hair, and overall health. While beauty and everything related to the concept and practice of it is oftentimes anchored to women, the new platform is serving as a great step towards making grooming and wellness more inclusive.
MANifesto.PH
The new content hub was created with content marketing agency Green Park Content (GPC). Francis Almirante, Unilever Philippines’ digital transformation manager for beauty and personal care, comments on GPC’s work, “GPC is a thought leader in SEO and content – they have a keen understanding of how search intent can dictate strategic paths for our brands to influence consumer behavior.
MANifesto.PH is part of the overall latest online publication by the Philippine arm, BeautyHub.PH. The main online portal is likewise developed by GPC.
BeautyHub.PH
With a dedicated goal to push the inclusivity of beauty forward, BeautyHub.PH is positioned to become a one-stop destination for all beauty advice and inspiration for people of all colors, shapes, and sizes. It eyes to champion equal representation with content to shine light on every skin tone, age group, hair needs, and body type, and amplifying the conversation on physical appearances that are continued to be stigmatized, such as stretch marks and dark skin.
“We’re proud to have this incredible opportunity to produce Unilever Philippines’ brand-new content platform. BeautyHub.PH will bridge between Unilever’s products and its audiences through insightful storytelling that delivers value and promotes inclusivity and diversity,” said GPC Asia Managing Director Marcelo Bittencourt.
GPC, a global agency that opened its first office in the region in 2017, worked on BeautyHub.PH and MANifesto.PH for over a year, with the scope of work including strategy, branding, UX and UI design, content strategy, SEO, and editorial content creation.
Creative & Brand Strategy Director for GPC APAC, Fe Husaint, said, “GPC is privileged to help Unilever deliver this purposeful project to shape a world that champions inclusivity & diversity. So we are proud to work on the brand identity and communication strategy for BeautyHub.PH.”
BeautyHub.PH and MANifesto.PH represents a move by Unilever towards brand publishing, using SEO-driven editorial and content. Both hubs aim to help customers in their search journey, making Unilever personal care brands have greater discoverability using the power of search. In true magazine and brand publishing style, all content is intent-led, with the brands woven seamlessly into the narrative.
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