Vietnam – Huggies, the diaper brand of baby and child care company Kimberly-Clark, has partnered with INCA, GroupM’s brand-safe influencer and content marketing arm, to launch a new campaign for its latest diaper product in Vietnam – Huggies Thin & Soft. This campaign aims to get Vietnamese moms to talk about diaper ‘quality’, ‘absorbency’ and ‘thinness’, which are unique attributes not typically associated with children’s diapers.
INCA noted that urban Vietnamese mothers place a high value on imported goods, and are excited by innovations hailing from Japan and Korea. This is also where Huggies turned their focus towards mom communities, whose small but powerful word-of-mouth influence could collectively spark powerful conversations.
Through the new campaign, INCA and Huggies have selected two hundred nano and micro-influencers who had a dominant share of voice and strong influence on more than 20 mom communities to incite conversations endorsing the value of thin and soft attributed diapers, before reviewing ‘the thinnest best-selling diaper brands from Korea’.
The campaign was hinged on the fact that mothers turned to other mothers within their communities for advice and product recommendations. These influencers would then privately share Huggies sale links with other mothers in the communities.
Uyen Nguyen, Huggies’ senior brand manager for Vietnam, commented partnering with INCA was crucial in helping them build relationships with mothers in Vietnam through word-of-mouth, one of the most reliable and trusted channels mothers rely on.
“The campaign demonstrated the immense potential for soft & thin diapers, something unheard of in the Vietnamese market. This campaign exceeded all expectations, and we look forward to partnering with INCA again in the future,” said Nguyen.
Meanwhile, Loan Menuge, INCA’s lead for Vietnam, shared that through their brand-safe technology, they were able to align with Huggies’ campaign goals and forge deep connections with creators and consumers to drive business outcomes for the clients.
“We are pleased that Huggies is now the top diaper brand known in Vietnam for its thinness, quality, absorbency as well as other interesting attributes and that we are able to bring comfort and innovation for mothers and their children,” said Menuge.
Vietnam – GroupM’s influencer marketing solution INCA has appointed Loan Menuge, senior digital planning and integration manager at Japanese advertising and public relations company Hakuhodo Inc., to lead its expansion in Vietnam.
In his new appointment, Menuge will be responsible for INCA’s overall business growth and customer success. He will also be overseeing a strategic go-to-market plan that fosters deep customer engagement, strengthens partnerships, and builds a powerful network of alliances
Menuge has over eight years of experience in orchestrating and optimising multiple full-fledged projects. His expertise ranges from implementing innovative initiatives for digital transformation, to conceiving omni-channel communication directions for the world’s top brands. During his stint at Hakuhodo, Menuge was tasked with establishing and growing the group’s digital capability from the ground up.
Commenting on his appointment, Menuge said, “I am thrilled to be joining the GroupM family as INCA’s Lead in Vietnam, where I will work closely with brands to maximise the returns on their digital investments. Influencer marketing is exploding in Vietnam, and I’m excited to collaborate with GroupM to implement INCA’s influencer marketing solutions to the country.”
Tomasz Kuisz, GroupM’s chief product officer for Vietnam, commented they are happy to welcome Menuge on board to lead the growth of INCA in Vietnam, and his experience and insights are invaluable in helping Vietnamese brands scale up their digital campaigns through their best in class AI-enabled influencer marketing technology.
“Thanks to experts like Loan we can maximise the potential of our unique technology to guarantee not only effective marketing but also connect brands with relevant, authentic influencers and publishers. I am confident that Loan will be influential in driving INCA Vietnam’s next chapter of growth,” said Kuisz.
Karachi, Pakistan — Media investment group GroupM announced the Pakistan launch of its AI-powered brand-safe influencer marketing solution, INCA during its latest virtual event. Leveraging GroupM’s remarkable scale, INCA connects brands to a vast network of reliable publishers and influencers to create and promote content in social channels that will drive brand engagement across digital platforms.
With the platform now entering Pakistan, clients in the country can now leverage the additional benefit of global expertise and run campaigns across YouTube, Instagram, Facebook, Twitter, and TikTok. Assisting these clients is INCA’s specialist teams in four regions and 30 countries who have created more than 2,500 campaigns with over 100,000 content pieces for more than 300 unique clients around the world.
INCA’s proprietary end-to-end AI-powered platform provides numerous useful offerings namely unique creator and audience insights, fraud detection, workflow tools, content amplification, and detailed campaign reporting dashboards. It leverages a proprietary algorithm that uses real-time data to source, curate, and match influencers and publishers to a brand’s campaign objectives to deliver the most credible partners and content for the greatest impact.
Naveed Asghar, CEO of GroupM Pakistan, commented, “We are thrilled about INCA’s launch in Pakistan. We look forward to helping brands scale up their digital campaigns through our best-in-class AI-enabled influencer marketing technology to guarantee not only effective marketing but also connect brands with relevant, authentic influencers and publishers.”
With INCA’s trusted and scalable solutions, the platform can accommodate publishers, influencers, and their content needs to be manually identified, screened, and managed to ensure quality and brand safety, as the trend of fake followers enabled by bots makes it harder to tell if an influencer is a genuine and valuable creator.
Ghulam Jillani, business director (INCA) of GroupM Pakistan, said, “Using technology to challenge norms is the route to change the landscape. INCA addresses these challenges to provide a trusted network of verified influencer partners and campaign management processes. With this step, we expect for the ecosystem to change in order for us to bring that change in Pakistan we have INCA at GroupM.”
Meanwhile, Ateeq Rehman, CIO of GroupM Pakistan, shared, “At INCA, we build genuine relationships between brands, consumers, and creators to drive business outcomes for clients and maximise returns on their digital spend. Influencer marketing is growing at a phenomenal pace in Pakistan and we look forward to implementing INCA’s influencer marketing solutions for our valued clients in this region.”
Mumbai, India – With India slowly opening to the the influencer marketing scene to allow brands to connect directly to consumers, the sector is expected to be valued at ₹2200 crores by 2025, or a 25% CAGR trajectory increase from 2021’s ₹900 crores, according to the latest report provided by INCA, the influencer and content marketing solution arm of GroupM, shows.
Part of the reason influencer marketing is thriving in the country is due to the higher preference of brands of utilizing influencers for the campaigns. According to the insights, 75% of influencer marketing campaigns feature influencers such as social media stars, while 25% only for conservative celebrity personalities.
“Social media has given normal people an opportunity to build their own brand, create communities via content. Standard influencers have more authenticity and are more relatable than traditional celebrities.Specialist and niche influencers command a high degree of authority on the topic and bring in more credibility in comparison to mass celebrities,” the company said in a press statement.
In terms of categories being most active in the sector, personal care campaigns garnered the highest percentage of particular brands tapping heavily on the type of marketing, with 25% of respondents saying. These are followed by food and beverage (20%), fashion and jewelry (15%), and mobile and electronics (10%). In sum, these industries contribute to 70% of the volume of influencer marketing in India.
“In the last two decades, digital advertising growth has accelerated and has become ubiquitous. It’s been gaining share in the marketing pie by transforming its presence at the back of advertising technology platforms such as search, commerce, social, and programmatic. Marketing technology platforms such as analytics, CRM, and CMS have also contributed to this growth journey by enabling brands to understand consumer behavior and their journey on and off the internet,” INCA said in a press statement.
The evident growth of the influencer marketing scene in India is best seen with the report’s data stating that 84% of brand marketers are leaning towards launching one influencer campaign this year, and around 81% of brands who have already launched influencer campaigns are satisfied with the ROI it brought to them.
In addition, around 75% of marketers say that influencer campaigns had a positive impact on the consideration and purchase stage of the sales funnel, and 89% of marketers said the ROI from influencer marketing was better or comparable to other channels.
For Prasanth Kumar, CEO at GroupM South Asia, the pandemic has accelerated the adoption of influencer marketing by brands, as they are making it an integral part of the brand marketing strategy and is now an important part of the company’s media mix recommendation to brands.
“The key factor that has got brands interested is the bond of trust and authenticity that influencers share with their audiences, thus helping brands associate with an influencer to leverage the same. This report is our effort to help marketers understand various aspects of influencer marketing in the country. Consumer behavior is changing at a fast pace, and we want to empower marketers with the knowledge that can help them,” Kumar stated.
Meanwhile, Ashwin Padmanabhan, president for partnerships and trading at GroupM India, commented that the objective of their report was not only to quantify the industry but also attempted to define and standardize the various formats and industry terms.
“Influencer marketing industry is at a point of inflection and can take off, subject to the industry initiating to measure, quantify and make investments in influencer marketing accountable. We hope this report will catalyze the industry and ensure the power of influencers is harnessed effectively,” Padmanabhan added.
Singapore – As part of the company’s stride to achieve full potential of digital media transformation, WPP’s media investment group GroupM has expanded the role of Arshan Saha, CEO for APAC at programmatic Xaxis, to the new role of APAC CEO for Xaxis & Specialty Businesses.
In his newest role, he will be handling as well the regional businesses of GroupM’s data-driven specialty businesses including programmatic offering Xaxis, influencer marketing service INCA, addressable TV offering Finecast, addressable out-of-home (OOH) offering Sightline, and data and technology consultancy practice Acceleration.
The consolidation of leadership for all data-driven specialty businesses for APAC will ensure GroupM’s continued future ready innovation and growth. Saha brings his experience in growing and scaling Xaxis across the region to further strengthen GroupM’s data and technology suite of products.
Furthermore, GroupM believes that the expanded role lines well with the current state of digital media, which at the moment is fast-evolving and adoption is accelerating, resulting in continued fragmentation across channels and audiences. They add that innovation is key to leveraging this opportunity, and this has taken the form of specialty businesses across various addressable channels.
“My journey at Xaxis has provided me with the perfect platform to succeed in this role. I am excited to embark on this new challenge, leading a high-growth portfolio of specialty businesses for GroupM in channels that are of high demand from our clients. This consolidation will empower our clients to make media work harder for them, while allowing them to easily access GroupM’s digital expertise as a single unit,” Saha said, regarding the expanded role.
Meanwhile, Ashutosh Srivastava, APAC CEO at GroupM, commented, “As part of GroupM’s overall global strategy for growth, we have been investing in launching and growing several data-driven specialty businesses in the region. Apart from Xaxis, we have fast-growing businesses in INCA and Finecast, and are on the verge of launching addressable OOH and Data & Tech consulting.”
He added, “Arshan has shown great product and commercial acumen in growing Xaxis, and we are confident of his success in scaling our performance and digital product offerings across Asia-Pacific.”
Manila, Philippines – Tier One Entertainment, Philippine-headquartered esports talent agency for SEA, has landed a major partnership with media investment company GroupM with an aim to make advertising more inclusive in the esports industry, specifically to open up esports and gaming content to more mainstream brands.
GroupM owns some of the top agencies internationally, such as Mindshare, Mediacom, and Essence, and holds global FMCG brand accounts like P&G, Unilever, Nestle, and Colgate-Palmolive, and Pepsico. Through this partnership, both GroupM and Tier One look to lead the way in extending advertising opportunities to more brands, and not just those that are esports-dedicated.
Despite its rise as a phenomenon, esports and gaming largely remain an endemic sponsor-dominated industry, especially in Southeast Asia. Tier One hopes that with GroupM’s considerable network and resources, they can work to change this and bring more eyes to the industry and their talents.
Tier One is the first and only esports and gaming company GroupM has partnered with in the Philippines, and with this, the company will be onboarded into GroupM’s content platform INCA which streamlines the selling and buying of Tier One’s commercial inventory.
When Tier One launched in the country, one of its core goals is to bridge the gap between gaming and mainstream. The company said that GroupM is the perfect partner to enable them to pursue that goal more actively than ever.
“It’s been a long-term goal of Tier One Entertainment to partner with GroupM. We are glad to have reached a point wherein our backend team can experience working with the best and brightest in the advertising industry. We look forward to a productive and meaningful working relationship as we bring esports and gaming to the forefront of mainstream advertising,” said Joanne Llavore, CCO of Tier One Entertainment.
Meanwhile, Laurent Goirand, head of digital at GroupM, commented, “Seeing the growing interest for e-sports in the Philippines, it is naturally becoming a new venue for our clients to reach out to new customers. With our partnership with Tier One, we are able to have access to premium content and a team of experts, which will be highly beneficial to our overall proposition. We are already starting to offer this new content to all our clients through INCA, our Content Performance solution.”
Tier One shared that the partnership comes at an opportune time, as it looks to expand to more countries in 2021 and in the future. GroupM is believed to be instrumental in mirroring the model of success that Tier One pioneered in the Philippines to other countries across the region, with the partnership expected to allow Tier One to scale up at an unprecedented rate.
Tier One’s CEO Tryke Gutierrez said, “While we have made great strides towards bringing gaming and esports to more mainstream audiences, the fact that a company like GroupM chose us as a partner is a real game-changer. This shows that the advertising industry is finally confident and believes in the power of esports in Southeast Asia.”
Kuala Lumpur, Malaysia – Both the Malaysian arm of GroupM’s outcome media specialist Xaxis and its influencer marketing solution INCA are now under the same managing director, Aravind Menon, where he will lead Xaxis‘ and INCA Malaysia’s strategy and operations.
Menon will be responsible as well in spearheading future digital development as well as client transformational initiatives and mentoring new talent. In addition, he will leverage his experience at GroupM to further advance Xaxis’ innovative programmatic solutions, including digital out-of-home (DOOH) advertising and proprietary Artificial Intelligence technology.
He has previously held the position of head of supply and product development in GroupM’s Trading Team, where he led the group’s digital investment strategy across key partners and created high value supply and trading strategies for clients. He also became the secretary of the Malaysian Digital Association, a council representing Malaysian corporations including digital publishers, platforms, advertising agencies, creative agencies, and digital service providers, back in 2020.
Reflecting on his appointment, Aravind said, “I am excited to grow Xaxis and INCA’s business in Malaysia. The agencies have been producing some of the most exciting programmatic and influencer marketing solutions for years now and there is clearly phenomenal room for growth in the Malaysian market. I look forward to building and scaling the agencies to even greater heights and delivering exception value for our clients.”
He will be reporting into both Arshan Saha, CEO at Xaxis Asia-Pacific, as well as Chanchal Chakrabarty, CEO at GroupM Malaysia.
Saha commented that Menon has a track record of fostering, collaborating, and championing their integrated approach in transforming digital media into business outcomes, which is a timely opportunity for the companies he will be directing, as the industry has seen unprecedented change since last year.
“His deep expertise combined with our cutting-edge AI in programmatic and creativity will bring incredible value to our operations in Malaysia. I am thrilled to welcome him into his new role in leading Xaxis and INCA for Malaysia,” Saha stated.
Meanwhile, Chakrabarty commented, “Xaxis represents the silver bullet in AI and programmatic, and the Malaysian market is ripe with opportunity to target audiences digitally. I have great confidence that Aravind’s leadership will further elevate our team towards our global goal of making advertising work better for people. His experience in developing and delivering innovative and scalable media partnerships will help us spearhead the advertising revolution and contribute to the overall growth and success of GroupM Malaysia.”
Auckland, New Zealand – The New Zealand arm of media investment company GroupM has announced that it is now launching INCA, GroupM’s influencer marketing platform, in the country as part of INCA’s ongoing expansion in the Asia-Pacific (APAC) region.
INCA works as a brand-safe influencer marketing network that gives advertisers access to a data-driven brand engagement tool that connects them with trustworthy and relevant influencers at scale.
Through the expansion, New Zealand advertisers can now leverage INCA’s artificial intelligence (AI)-enabled technology to partner with a vast network of relevant and authentic creators to plan, execute, and measure content-driven campaigns that bring their brand stories to life and deliver results.
Furthermore, the launch solidifies the company’s efforts to uphold brand safety in the industry as more brands are allocating budgets to influencer marketing to drive brand engagement across social platforms.
“New Zealand is such an exceptional market for creators. We feel very privileged to be able to connect our brands with the best creators through this new platform. Our people, technology, and partnerships put us in a unique position to sit across the intersection of creativity, media, data, and commerce and we’re excited to bring this value to our brands and strengthen the influencer eco-system in New Zealand,” said Nick Henderson, head of product and solutions at GroupM New Zealand.
INCA also deploys other features in the platform, including INCAtech, which provides unique creator and audience insights, workflow tools, content amplification, and detailed campaign reporting dashboards; and Genuity Score, which enables brands to check the proportion of real versus fake audience on a creators profile, which drives authenticity and effectiveness.
“Advertisers are faced with the challenge of connecting more deeply with consumers in social media platforms. INCA allows us to access thousands of authentic and relevant content creators in a highly cost effective way. This technology has simply changed the game in terms of how we can now plan, implement and measure our influencer content campaigns for clients,” said Chris Riley, chief executive officer at GroupM New Zealand.
INCA in New Zealand will be available to clients from all GroupM agencies which include media agency Mindshare, marketing and advertising company MediaCom, media company Wavemaker, and others.
MARKETECH APAC started five months ago with a vision to provide an ecosystem for all marketing and marketing tech brands in the Asia Pacific region to share their stories of innovation and growth. Since then, we have been monitoring the most viewed stories on the site each month, to recognize those that have delighted and hooked our readers the most, and we can’t believe that we are now down to our last list for the year.
Last month, stories on Christmas ads have already started to peep in, and this month, it’s about brands doubling down on creativity and insightful ideas. To prove its established value proposition, one brand from Singapore went out of its way to grab its consumers’ attention through a never-before-heard ‘experiment’. Another one, an ASEAN-focused firm, emerged to be on readers’ radar this month for establishing a free program that aims to strengthen brands’ grasp on consumer and marketing insight.
Of course, marketing leaders never fail to grace the top stories as they bring a face to the inspiring brands and companies we come to love. One is a new appointment from Asia parenting content platform, while another is an in-depth look at an existing creative leader, sharing his marketing journey and great working philosophy in the world of branding.
Meanwhile, just like last month, one of the stories that entered the list tell of a marketing agency’s expansion within APAC, giving brands more ways to wow their audiences. All this, right here on the list.
Based on Google Analytics from November 16 to December 15, here are the top 5 for the month.
Top 5: A Malaysian integrated creative agency sets eyes on grooming 100 SMEs to the next multinational brands
At the start of the month, we have premiered MARKETECH Expert Up Close, our closer lens to the creatives and brains behind brands – and for our pilot episode, we had the founder of Malaysia integrated creative agency DreamsKingdoms, Yens.YenKai Chong.
Yens and DreamsKingdoms isn’t your typical creative associate. More than being partners to businesses, they meet them eye to eye – they don’t play, instead, they’re hung up and serious in helping SMEs to grow into the next multinational brands.
Yens and his creative agency are on a mission, that is, to use the power of branding to spur businesses’ growth, rerouting their SME mindset to become an MNC mindset in the process.
In the episode, Yens said, “I feel that it’s a responsibility for professional industry practitioners or leaders to share or direct a way to change the perceptions of businessmen’s mindset, that trading without a brand is hard to survive especially when crises hit.”
He added, “It’s not saying that you have a brand and your business can thrive through [a crisis], but if you have a brand, you [will] have a culture and that culture will pull you through difficulties and give you strength [on] why you exist.”
Top 4: Influencer marketing INCA expands to HongKong
In November, GroupM’s international-wide influencer marketing company INCA announced that it has expanded to Hong Kong. Through this, aside from the company’s flagship influencer marketing solutions, brands in Hong Kong are now able to get their hands on INCATech, a platform that allows them to check unique creator and audience insights, workflow tools, as well as content amplification, and detailed campaign reporting dashboards.
Top 3: Asia parenting content platform theAsianparent appoints new country manager for Indonesia
There’s no wonder that new appointments for brands always come out as one of the top stories, as such brim with a dose of inspiration at the onset – not just for those similarly aspiring individuals but for patrons of the brands themselves – wherein new leader means fresh direction.
In November, Asia parenting content platform theAsianparent, which offers an ecosystem for mothers to be guided through the parenting journey, has announced a new country manager for its Indonesia platform.
Rotsen Quispe is the former head of marketing for two leading hospitality brands: the Southeast Asia and Middle East markets of India-origin hotel chain OYO and the international markets of Indonesia-grown airline and hotel booking platform Traveloka.
In an exclusive conversation with Rotsen, he shared, “From my previous experience in [the] largest startups in the region, I experienced challenges on how to scale a business in a short period of time. I hope my experience across different markets and my approach [in integrating] tools with the rest of marketing channels will actually help me contribute higher ROI for our partners and brands who rely on theAsianparent to drive growth.”
Top 2: Free consumer data, training package for 10,000 businesses in Malaysia
Do not believe what you just read? Well, it’s true – ASEAN-focused consumer data & analytics company Dattel Asia joins businesses that have rolled out assistance programs for co-businesses in this pandemic.
We’ve seen one that offered free SEO services, Dattel Asia on the other hand, with its expertise in consumer analytics, has offered 10,000 businesses a RM 5K or US$1,223-worth package.This includes access to tools that provide actionable insights on the latest consumer behavior as well as exclusive training on how to grow one’s business with data.
Called UPLIFT Malaysia, Dattel said the program will benefit most those that are in consumer-facing business such as retail, fashion, and F&B as well as fitness, beauty, and health, or snacks.
Through CEO Ashran Dato’ Ghazi’s personal dealings with entrepreneurs, and learning of their struggles in coping with the effects of the pandemic, the UPLIFT program was then birthed.
Ashran shared to MARKETECH APAC, “Everyone advises businesses [and] SMEs that they gotta pivot, they gotta change, and they gotta move in order to cope with the whole COVID situation, but a lot of people are also wondering, ‘how do I actually do that?’ what business do I need to do and so forth.”
He further shared, “So when we reflected in terms of what we’ve been doing, in terms of data itself, we sat with the partners, [and we thought], I think we can do something, I think we can kind of give some sense of direction to other businesses, and [we said] ‘let’s do this’, and let’s get other like-minded people to actually come on board with us on this journey.”
Ashran also revealed that adaptation of the UPLIFT program to other markets in Asian is in the works, something that’s definitely worth watching out for.
Top 1: Top story for the month – a dog food brand’s three-course meal – for humans.
Did you ever wonder if you could actually eat your furry friend’s food? Well, one dog food brand in Singapore imagined it, and yes, even brought it to fruition.
Our top story for the month – Furry’s Kitchen – markets dog food that is human-grade, one without preservatives and additives where ingredients are said to be sourced from the same suppliers of restaurants in Singapore. Of course, the brand knows it won’t connect to its consumers through mere lip service, which is why it put its products to the ultimate taste and quality test.
In partnership with Ogilvy, Furry’s Kitchen borrowed the culinary prowess of celebrity chef Justin Quek to prepare a three-course degustation, and be served to some of the most popular food bloggers in Singapore. As expected, the guests loved the meals, not knowing it was dog food.
Speaking to MARKETECH APAC, Furry’s Kitchen’s CEO Stephen Chua shared, “We have briefed Ogilvy to come up with a way to prove that dog food can be of high quality…the great team in Ogilvy contacted Chef Justin Quek, one of the renowned [chefs] in Singapore and also worldwide, and he loved the idea, and he put up the ultimate test using a three-course degustation.”
Wow, with a risky feat, Furry’s Kitchen surely brought home the message there – who knows what other exciting marketing stunts the brand has in store for us.
Watch the MARKETECH APAC Reports for December on our YouTube channel, where we bring you exclusive appearances from the newsmakers themselves.
This is in collaboration with Malaysia-based media company The Full Frontal.
Hong Kong – Media investment company GroupM is continuing its expansion in the Asia-Pacific region, this time launching INCA, an influencer marketing company, to the Hong Kong market.
With this regional expansion, INCA will then allow brand-influencer partnerships to leverage content-driven campaigns. Furthermore, as more brands are reallocating their influencer marketing budget to social media brand engagement, INCA upholds brand safety across using AI technology leverages.
As a study from data company Nielsen shows that economic and social uncertainties have affected brand advertising by means of audience impact, brands have since then ventured out into strategies that are efficient and will have return of investment in no time. Hence, INCA in Hong Kong aims to provide influencer marketing to the local brands by allowing them to collaborate with genuine influencers in spreading the brand, benefiting Hong Kong-based brands from the leveraging strategies from INCA.
“We are committed to helping brands in Hong Kong create the best possible outcomes through our data-driven and brand-safe approach to influencer marketing. Our AI-powered solutions and thorough influencer and content approval processes ensure their investments in influencer marketing inspire their customers, protect their brands, and achieve results that are directly tied to business results,” said Michael Woo (right of banner picture), associate director for Product & Operations at INCA Hong Kong.
INCA is also allowing brands to check the authenticity of their influential marketing strategies through INCATech, a platform that allows brands to check unique creator and audience insights, workflow tools, content amplification, and detailed campaign reporting dashboards which includes Genuity Score.
A screen grab featuring the dashboard of INCA’S INCATech platform that monitors partner influencers (Photo Courtesy of INCA)
“Advertisers are faced with the challenge of finding authentic and relevant content creators while ensuring cost-efficiency in their marketing campaigns. Our technology will help equip advertisers, not only in Hong Kong but globally, with data-driven tools that will connect them to genuine influencers and leading publishers in order to achieve their marketing objectives,” said Andy Chung (left of banner picture), head of programmatic at GroupM.
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