Tag: Influencer Marketing

Manila, Philippines – Gushcloud Philippines, the local unit of the global creator and IP management and licensing company Gushcloud, has recently revamped its senior leadership to expand its capabilities and network, in an aim to keep up with the changes in global creator economy and talent industry. 

The new leadership updates include Ryan Marquez as general manager at Gushcloud Philippines, Miguel Felizardo, head of talent at Gushcloud Philippines, Darlene Malimas, head of global IP and content at Gushcloud International, and Ross Manicad, head of corporate communications at Gushcloud International.

Two of them are focused full-time on the Philippine operations and its performance alongside other Southeast Asia offices, while the other two also have duties for Gushcloud’s global network. 

Marquez has led the 40-strong Philippine office to achieve a 243% increase in revenue from January to June 2024 compared to the same period last year. It is now one of Gushcloud’s fastest-growing Southeast Asian markets. He leads the agency team with his experience in both talent development and client servicing. For two years, he was Gushcloud’s Regional head of studios, focused on content strategy, content production, and branding for the company’s global talents.

Meanwhile, Felizardo is a talent manager for over a decade, and has worked with some of the country’s top multimedia mega stars like Anne Curtis, Heart Evangelista, and Gabbi Garcia for brand endorsements and personal branding. He learned the ropes of talent management from being a mentee of top acclaimed talent managers in the country. In his role, he develops the next generation of content creators toward greater heights in their careers. In just a year in the company, he has already signed 16 exclusive talents with promising futures in content creation and more, including Korean content creator JinHo Bae, and Filipina lifestyle creators Jillian Raine Saberon and Pattie Paraiso. He’s on track to sign nine more, for a total of 25 talents this year. 

Moreover, Malimas is a seasoned producer and creative who has worked on several films and series both domestically and internationally. Her 2023 thriller film, “Raging Grace,” starring Max Eigenmann, received top accolades in the global independent film festival SXSW. The movie highlights the vulnerabilities of undocumented Filipinos working abroad. 

Lastly, Manicad has been responsible for the global branding, storytelling, and reputation of Gushcloud. He writes and releases stories for its talents, business announcements, products, and new businesses via traditional and social media. He also secures awards for the company’s chief executive and local markets. Locally, he manages the content strategy of Gushcloud Philippines’ social media IPs such as Best of Manila and MomCenter. 

Speaking about the new appointments, Oddie Randa, managing director for Asia-Pacific at Gushcloud International, said, “I’m so proud to introduce the formidable lineup of leaders who are turning the business of Gushcloud Philippines around. Their dynamic is much stronger and focused, with emphasis on building young leaders who will redefine the future of talent management. We have seen them push our Philippines office from being a small regional office to one of our fastest-rising markets in Southeast Asia.”

Singapore – McCann Worldgroup Southeast Asia has announced the launch of McCann Content Studios, a culture-first editorial and entertainment studio obsessed with creating content, experiences and conversations that move at the speed of social.

Operating out of both Singapore and Bangkok, McCann Content Studios will house the network’s social, editorial and influencer strategy capabilities; social creative ideation and content creation; in-house end-to-end production and post-production, social audience and connection strategies and activation; influencer content co-creation and production; and performance measurement and optimisation. 

It combines full-service social and creator strategy and execution into a single entity, and offers tailored end to end solutions to clients, tapping into rich and nuanced regional knowledge, while accessing the scale and power of the global McCann Content Studio network.

McCann Content Studios comes armed with a variety of both global and local proprietary tools to jack into culture and create content and conversations at scale, including ‘Trend>>Content,’ a trend-based intelligence and ideation strategic operating system that enables the studio to spot and jack social and cultural trends in real-time; ‘Social Voice Mapping,’ an AI-enabled tool to identify an ownable brand voice to guide always-on content optimisation across clients’ social touchpoints, and ‘CreatorIQ,’ an end-to-end influencer and creator management platform for real-time co-creativity at scale currently activated across all IPG agencies.

Since its launch in Singapore, McCann Content Studios has already worked with the Prime Minister’s Office Strategy Group to assure families in Singapore of support through the ‘Made for Families’ initiative. McCann Content Studios has also been awarded the social media management and content creation duties by GovTech, as well as leading social content strategy efforts for Microsoft, and supporting social duties for McCann Worldgroup Singapore’s existing clientele. 

In Thailand, McCann Content Studios was instrumental in the agency’s recent win of L’Oreal Paris across growing digital, social media and influencer capabilities, and has also been deployed on the agency’s Red Bull (TCP) business. 

Leading McCann Content Studios Singapore’s suite of offerings include Fathrul Fazakir, general manager at McCann Worldgroup Singapore and practice lead, McCann Worldgroup Public Sector Practice and will act as client services lead for the studio; as well as Liza Lorenzo who is appointed as social lead for McCann Content Studios. Meanwhile, leading McCann Content Studios Thailand’s suite of offerings include Sukit Kittinuntakul, general manager at McCann Worldgroup Bangkok and Napatrapee Pitaknarongporn, associate social director.

Nicholas Handel, president at McCann Worldgroup Southeast Asia and regional managing director at MRM Asia Pacific, said, “In an increasingly complex environment, where brands are looking for ever more sophisticated solutions across influencer, commerce and content, McCann Content Studios represents a consolidated offering that enables us to continue to provide best-in-class services for our clients.”

In today’s rapidly evolving digital landscape, social commerce has emerged as a pivotal factor for brands, particularly in Southeast Asia. This dynamic region is witnessing a surge in online shopping driven by social media platforms and the influential presence of key-opinion-leaders (KOLs). Brands that can tap into this synergy are well-positioned to thrive in the competitive e-commerce landscape.

The Rise of Social Commerce

As it stands, social commerce was already reshaping the ways in which consumers discover and engage with products. Unlike traditional e-commerce, where the journey begins on a retail website, social commerce integrates the shopping experience directly into social media platforms. This seamless integration allows consumers to shop while interacting with content they love, creating a more immersive and personalised shopping experience.

In Southeast Asia, where social media penetration is exceptionally high, platforms like Instagram and TikTok have evolved into powerful sales channels. Consumers are highly influenced by social content, making it critical for brands to develop robust social commerce strategies. According to McKinsey, the social commerce market is expected to expand to $145 billion by 2027, up from $67 billion today. This growth is largely driven by Gen Z and millennials, who are four times more likely to make purchases through social platforms than older generations, highlighting this demographic’s crucial role in driving the trend.

The Key Trends of Social Commerce

Several trends are shaping the future of social commerce in Southeast Asia. Platforms are evolving to make shopping more intuitive and integrated within social apps. Features like in-app purchases and shoppable content are making it easier for consumers to purchase products directly from their social media feed. However, contrary to the assumption that young consumers would be keen to impulse buy on social commerce due to its convenient in-app shopping process, many Gen Z consumers are not making impulse purchases at the point of inspiration. Instead, young consumers are increasingly using social media as a search engine to research products they’ve seen online or heard of in real life, seeking detailed information on the quality, fit and more. This research phase is crucial for building brand trust. 

As shoppers increasingly demand authenticity, they want to see products being used in real life by other consumers—understanding who is using them, how they’re being used, and how they fit into their own lives, both practically and psychologically. The desire for authenticity and relevance is reshaping how brands must engage with consumers.

Building a sense of community around a brand is becoming increasingly important, as today’s consumers seek connections and engaging experiences that go beyond mere transactions. Platforms like YouTube, TikTok, and Instagram have become essential channels where Gen Z and millennials discover new brands, products, and trends, emphasising the need for brands to create meaningful interactions on social media.

The Synergy of Influencer Marketing with Social Commerce

Given these audience behaviours, it’s clear that strategically utilising influencers is essential for brands to bridge the gap between their products and the consumers, maintaining their social commerce momentum. KOLs, or influencers, play a vital role in driving social commerce. Their ability to connect with audiences authentically and persuasively makes them invaluable assets for brands looking to enhance their online presence and boost sales. Effective KOL partnerships can transform a brand’s e-commerce performance by driving significant traffic to social media pages and leading to substantial increases in online sales. The influencers’ authentic endorsements resonate with their followers, highlighting the power of genuine connections in social commerce.

This often begins by analysing the client brand’s market situation, using AI to craft effective strategies. For instance, this involves guiding a client into launching their social commerce site on Shopee and Lazada, and being their first time engaging with KOLs. For this to work out, this strategy focused on partnering with niche influencers to build awareness and trust.

Key Trends and Insights in Influencer Marketing

In the evolving landscape of influencer marketing, micro-influencers with smaller but highly engaged audiences are becoming increasingly valuable. Their niche appeal and close-knit communities often result in higher engagement rates and more effective conversions. Today’s consumers value authenticity, favoring brands and influencers that prioritize transparency and genuine interactions. This trend highlights the importance of selecting influencers who align with a brand’s values and messages. Influencers now have greater creative control over how they present a brand or product as well, knowing what provides value to their followers.

For example, fintech brand WorldFirst, a subsidiary of Ant Group, partnered with Kian Golzari, a renowned product sourcing expert. Kian, already a user of WorldFirst before the collaboration, rolled out campaigns educating his followers on how he conducts cross-border transactions with his suppliers. This allowed his followers to get an authentic glimpse into the WorldFirst’s product through Kian’s valuable content, fostering genuine interaction with his community.

User-generated content (UGC) is also gaining traction due to its authenticity and relatability, providing a cost-effective alternative to traditional influencer marketing. It allows brands to tap into real-life experiences and perspectives of their target audience. Moreover, brands are also shifting towards long-term partnerships with influencers rather than one-off campaigns, aiming to build sustained relationships and deeper trust with the audience.

The Future of Social Commerce and Influencer Marketing

Looking ahead, the future of social commerce and influencer marketing is promising and full of potential, driven by advancements in technology. Innovations like augmented reality (AR) and artificial intelligence (AI) are set to transform the consumer journey, making it more immersive and personalised. Aside from enabling marketers to tailor personalised contents more effectively, AI is also revolutionising the landscape by enhancing campaign precision, predicting consumer preferences, and enabling actionable insights.

We will see even deeper AI integration within platforms, such as TikTok’s generative AI avatars and AI-powered dubbing for multilingual content, which are expanding the reach and impact of social commerce. At the same time, virtual reality (VR) technologies are enabling users to visualise products in their own environment, greatly enhancing the shopping experience and influencing purchasing decisions.

Brands that can strategically adapt to and leverage the synergy between KOLs and social commerce are poised to unlock new opportunities and drive significant growth in the e-commerce space. As this new era of social commerce unfolds, those who understand and harness its potential will not just survive but also lead the way in this new era of social commerce.

This thought leadership is written by Ynes Nar (YJ), Head of Account, Marketing Strategy & Client Servicing at Tomato Interactive Singapore (a BlueFocus company)

Recognising how the esports and gaming landscapes are becoming more dynamic, global gaming-centric consumer electronics company Razer has launched its new ‘Razer Creator Program’, and is designed to support a diverse range of creators, from budding streamers to established influencers. 

As the initiative rolls out globally, including in Asia-Pacific, we had the chance to speak exclusively with Hung Wei Goh, senior director for global community, influencers, and esports at Razer to better understand what this initiative will bring to APAC creators, and how Razer will continue to support creators in the region.

How ‘Razer Creator Program’ works for APAC

For Hung Wei, the ‘Razer Creator Program’ brings together the best of their content creator ecosystem, from hardware to services, to partnerships which serves to engage any interested individual looking on their content creator journey. 

“It is a transformation of the Razer Streamer Program, which has been well-received over the years. Beyond channel growth, we’re taking it to the next level with additional educational guides and engaging collaborations for creators of all sizes and experience, providing them with opportunities to collaborate, learn and earn,” he said.

A unique part of the initiative is its ‘Bounties’ offering, where different rewards are created to cater to the different skill sets of these creators. With this, budding creators will gain experience and be given opportunities to learn and grow whereas seasoned creators will be spotlighted by Razer and earmarked for further collaborations.

Moreover, he also added that within the program, all creators will also receive a unique affiliate link which they can share with their audiences. This allows them to earn a commission (up to 8%) whenever someone makes a purchase using their link. Moreover, all creators who sign up for the program will also be entitled to a one-time discount of 15% off Razer streaming products to further support their content creation journey.

“Going beyond solely content creation, we are also encouraging a closely-knit community where everyone can connect, collaborate, and level up together! We have a creator-exclusive Discord channel where content creators all around the world can come together via online events and even in-person meetups based on regions. Creators in the Asia-Pacific region can look forward to forging new and closer bonds with like-minded individuals around them,” he explained.

The program’s impact to APAC content creators

For Hung Wei, Razer has always been a community-first brand, and their ability to listen and work with our community has been integral to the success of their work. This brand vision has been at the centre of this new content creator program.

“We believe in forging a community where we can empower and give back to the creators of all levels who have been supporting the brand at every step of the way. For us to best understand the creator space, as well as their needs and challenges, we needed to centre our efforts with creator-centric initiatives like the Creator Program, where we offer them a platform for collaboration opportunities, direct line of communication for 2-way feedback, so we can improve our solutions for all other individuals looking to get a foot in the creator space.” he explained.

He also added that regional creators offer a unique diversity and what makes it special is the fusion of local culture that gives a unique edge to the content APAC creators provide – even as gaming is itself, a universal language.

“Ultimately, we desire to cultivate a diversified unification of all creators who are passionate about what they do, have a taste for gear and content, keeping in trend, and decisive on the things they set out to achieve. What’s important for us is that they are passionate about gaming and the content they put out,” he said. 

Hung Wei added, “After all, we live by the motto “For Gamers, By Gamers”. These creators would have a greater understanding and deeper connections with their audiences, allowing them to understand the needs and desires of their communities. This would bring about unique perspectives that only APAC creators can bring to the table.”

Entrusting a direct line with content creators

As Razer continues to grow the program, Hung Wei notes that creators who are on board can expect full regional and global support from the company, ensuring that there will be a direct line of communication between creators and the brand.

“We can focus more on helping these creators to elevate their content and following while fulfilling their passions for content creation. This would encompass more targeted focus of personal collaborations and mutually beneficial partnerships as we recognise the need to maintain a strong connection with the APAC content creators who are in the program,” he said.

Hung Wei concluded, “Looking to the future, we hope to be able to connect and collaborate with creatives around the world to bring the top-of-class UGC content that is uniquely Razer.” 

As the digital landscape continues to expand, Razer’s initiative will not only support individual growth but also foster a thriving community of innovative creators, making it a significant milestone for the APAC content creation industry.

Singapore – Publicis Groupe has entered into a definitive agreement to acquire Influential, the influencer marketing platform and company known for authentically connecting brands to audiences through the development, deployment, and optimisation of creator-driven digital campaigns.

With this acquisition, Publicis Groupe will leverage Influential’s AI-powered technology and extensive network of 3.5 million creators to source top digital talent, craft effective strategies, and optimise media. Influential’s platform, with over 100 billion data points and access to 90% of global influencers with over 1 million followers, currently supports more than 300 brands worldwide.

By integrating Influential’s platform with Epsilon’s data and Publicis Groupe’s scale, the company will lead in ID-driven influencer marketing. This synergy will enable brands to identify creators who resonate with their target audiences and manage investments across social, digital, and affiliate channels more effectively.

The enhanced offering includes a premium creator network providing brand-safe, direct connections between leading brands and millions of diverse creators and their audiences. It also features influencer planning, leveraging Epsilon’s deep consumer insights to identify creators who effectively connect brands with their target customers across the internet. Additionally, the acquisition will maximise cross-channel outcomes by unifying and measuring the impact of social campaigns across digital and affiliate channels through a singular, AI-powered platform, enhancing the customer experience, and driving superior business results.

Led by founder and CEO Ryan Detert, Influential will be positioned centrally within Publicis Groupe, empowering all Publicis clients and teams with leading technology, expertise, and the delivery of influencer marketing services.

Commenting on the acquisition, Detert said, “I am thrilled for Influential to join Publicis Groupe, the world’s highest-performing and most innovative holding company. We look forward to combining our complementary capabilities and technology to deliver unparalleled influencer identification, content creation, amplification, and measurement for our clients—and to defining the next era of influencer marketing together.”

Arthur Sadoun, Publicis Groupe CEO, also shared, “It is a great pleasure to be welcoming Influential to the Publicis family. Beyond its proprietary AI-powered platform, 100 billion data points, an unrivalled network of over 3 million creators, and access to data on 90% of influencers with 1M+ followers, Influential is above all an outstanding team of talent at the very cutting edge of their sector. With the new creator economy set to exceed linear TV on adspend in the next year, thanks to Influential, we are able to fully embrace its outsized influence and put it at the service of all of our clients.” 

He added, “Not only does this acquisition mean we will take the leadership in influencer marketing, it also uniquely positions us at the centre of the new media ecosystem. By combining our Epsilon data, which allows us to see 2.3 billion people around the world, with Connected TV, Commerce, and now Creators, we can enable our clients to truly know and understand their customers and prospects and engage with them on a one-to-one basis, wherever they are, both online and offline. It’s how we are putting power back into the hands of brands in a fragmented media landscape and driving marketing transformation that delivers real business outcomes.”

The transaction is subject to the satisfaction of customary closing conditions, including regulatory approvals, and is expected to close in late August 2024.

Singapore – HAVAS Red, the global merged media micro network, launched its The first ‘The State of the Influencer in 2024: A Client’s Perspective’ whitepaper. The report shows that consumers prefer influencers more than traditional media, and the video content is the most effective strategy in influencer marketing. 

The report notes that more than 97% of brands identify content creators as influencers, demonstrating the democratisation of influence. This emphasises how influencers are no longer limited to traditional celebrities and ushers in a new era in which everyone can have influence.

Influencers are also using social proof to increase engagement, which gives brands lots of chances to use influencer marketing techniques targeted at relevant and targeted audiences. This strategy can increase brand conversions and engagement levels. 92% of brands believe that cultivating long-term relationships with influencers is more valuable than short-term collaborations, and 31% of brands acknowledge that influencers can effectively drive engagement. 

According to the report also, video formats are the most effective strategy available to influencers. Because 86% of brands say that video content has more resonance than static forms, influencer marketing is being used by businesses to improve storytelling. They give campaigns life with their creative and graphic elements. Video content is king in Singapore, according to brands that claim that it best connects with their target market.

As social media and the media landscape merge, consumers’ trust in influencers grows as their faith in traditional media declines. The report shows that influencers play a crucial role in increasing brands’ online awareness. 81% of brands have run influencer campaigns, according to research, and one in five have taken part in more than 20 influencer campaigns. 

In influencer campaigns, ROI optimisation is still a goal. Even though 92% of brands stress the importance of evaluating influencer performance to determine return on investment, they also admit that finding the right influencers is a significant challenge in achieving the necessary ROI.

Moreover, influencer cooperation is about shared values as much as economic value. Successful influencer campaigns will go beyond traditional KPIs like engagement and reach and concentrate instead on creating long-lasting bonds through narrative storytelling, shared experiences, and ideals.

Speaking about the report, James Wright, global CEO of the HAVAS Red Group and global chairman of the HAVAS PR Global Network, said, “As an industry, we’ve observed how the influencer category is ever-expanding and increasingly emerging and recognised as a performance channel. Influencer marketing is driving measurable opportunities for both consumers and corporate brands globally, delivering higher engagement and paving the way for accelerated consumer conversion.” 

“Our report delves into influencer marketing at an industry level to help brands navigate the evolving landscape and inform strategic thinking. The findings of this report are insightful for brands when shaping their overall strategy, as it demonstrates the scale of influencer marketing, as well as offering insight into how and why brands are engaging with influencers. Brands that succeed in 2024 will be creatively integrating influencers into wider campaigns as a full-funnel marketing channel,” Wright added. 

Meanwhile, Kenny Yap, managing director of Havas Red Singapore, stated, “Today, we see implementing influencer marketing engagements in most clients’ communication plans. But to do it well, there are many areas to look at, from the brand affinity and fit, influencer and clout, and storytelling narrative to optimal formats. At HAVAS Red, we adopt a data- driven approach leveraging tools and technology to deliver clear influencer marketing success for our clients.” 

In order to determine the evolution of influencer marketing, HAVAS Red polled clients in ten markets: Singapore, UAE, Australia, Ireland, Germany, Italy, Japan, the Philippines, United States, and the United Kingdom. These customers come from a variety of fields and industries, including health, food and drink, wellness, and technology, as well as industry, tourism, and the automobile journey.

Manila, Philippines – Havas Red Philippines, the PR arm of Havas Ortega Group, has unveiled SWAY, an influencer marketing arm focusing on influencers and their subcultures. 

SWAY by Havas Red delves deeply into the intricacies of subcultures, acknowledging their pivotal role in modern marketing strategies. 

In contrast to conventional approaches centred around metrics such as followers, reach, impressions, likes, and engagement, SWAY prioritises genuine connections within smaller, more defined niche communities that represent subcultures. It recognises the power of genuine voices, especially on social media platforms. 

By understanding the language of diverse subcultures, SWAY by HAVAS Red provides brands with a more genuine and meaningful way to engage with their audiences. It prioritises targeted, but more relevant, communication that brings real engagement and builds brand loyalty within specific communities. 

At the heart of SWAY’s approach is Havas Ortega’s planning philosophy called Mx (meaningful experience), which is built on the confluence of the three C’s—connection, context, and content—to facilitate the delivery of the right message, in the right format, to the right audience at the opportune moment when they are receptive to messages and open to persuasion. 

Essentially, SWAY redefines influencer marketing by advocating for a subculture-centric approach. In a landscape where superficial metrics prevail, SWAY by Havas Red emphasises the importance of tangible, meaningful connections as the foundation for enduring influence.

Speaking on the launch, Jos Ortega, CEO of Havas Ortega and general manager of HAVAS Red Philippines, said, “Subculture-focused influencer marketing represents a significant shift in marketing. Previously reliant on traditional paid celebrity endorsements, we now harness the power of focused collectives.” 

He added, “Influencers have become trusted leaders and catalysts for change. By curating collaborative campaigns that align with their core values and those of the subcultures they influence, we foster deeper engagement and brand loyalty, all while respecting the unique interests of these passionate communities.” 

Dayniel Garcia, head of SWAY by HAVAS Red Philippines, also shared, “We are redefining influencer marketing in the Philippines. The emergence of subcultures signalled the need to analyse and further explore the cultural context. Fortunately, we have proprietary strategic and measurement tools that inspire fresh approaches that deliver results.” 

Hong Kong – When it comes to health and wellness information offered by social media influencers, close to half of younger consumers from Gen Z (48%) and Millennials (46%) consider them to be reliable, compared to less than two-fifths of Gen X (38%). This is according to the latest data from YouGov on health information sources the Asia-Pacific market consumes the most.

According to the data, while most Gen X (61%) and Millennials (53%) in Hong Kong regard medical practitioners as a reliable source of health information, less than half of Gen Z (48%) say the same. Meanwhile, millennials are significantly more likely than other generations to trust their gym/personal trainer (35%) to provide reliable health information.

It is also worth noting that close to two-fifths of consumers in Hong Kong (38%), say they find at least some health and wellness information offered by social media influencers to be trustworthy – compared to just a sixth (16%) of consumers internationally. Hong Kong also shares a similar sentiment to some of its Southeast Asian neighbors, with over a third in Indonesia (36%) and a fifth in Singapore (21%) echoing the same sentiment for social media influencers.

Consumers in Hong Kong and Indonesia are also significantly more likely to look to their friends/family and pharmaceutical companies for health and wellness advice.

Meanwhile, Over half of consumers in Hong Kong (51%) and two-fifths of consumers in Indonesia (40%) say they trust health-related information provided by family/friends, compared to just a third (33%) internationally.

Lastly, almost a third of consumer in Hong Kong (31%) and a quarter of consumers in Indonesia (26%) find pharmaceutical companies to be a reliable source of health information, compared to less than barely a fifth (19%) internationally.

Bangkok, Thailand – Samsung in Thailand has launched a delightful twist for influencer marketing-centric campaign for its Samsung WindFree™ Air Conditioners product lineup–with a grandmother being the surprising star of this campaign.

Dubbed the ‘Grandma-fluencer’ campaign, the campaign was conceptualised alongside BBDO Bangkok, and focuses on the challenge that while Samsung shines globally across various tech sectors, its air conditioner segment in Thailand faces the tough task of overcoming years of scepticism, especially among the vibrant youth of Gen Millennials and Gen Z.

The humorous online film for the campaign stars the grandmother of a popular Thai influencer, who dives into the world of air conditioning with effortless ease and a touch of mischief. Equipped with a knack for tech lingo and a smile that lights up the screen, she serves as an engaging and persuasive showcase of Samsung’s innovation. 

Thasorn Boonyanate (Pete), chief creative officer at BBDO Bangkok, said, “This got us thinking: why not turn the grandmother, who rarely changes her mind, into an influencer with the mission to convince the whole family to change theirs, proving that even the most traditional-minded grandma can roll with the times.”

He also added, “By flipping the script on traditional influencer campaigns, we’re not just cooling rooms; we’re warming up to the idea that perhaps, in matters of comfort and cutting-edge tech (plus if grandma knows how to do a backflip out the window), grandma probably knows what’s best.”

Singapore – Global content and brand management company Gushcloud International has announced that it has 14 new creators from the Southeast Asian market, strengthening its position in supporting the content creator economy in the region.

This move strengthens Gushcloud’s position as a Southeast Asian leader in the creator economy. Six (6) Filipino talents are now part of the Gushcloud family, while there are four (4) Thai and Indonesian additions to the roster as well. 

These creators are all active on Instagram, TikTok, YouTube, and X (formerly Twitter), where they showcase their love for lifestyle, fashion, comedy, food, travel, advocacies, dance, and even K-Pop.

Nirote (May) Chaweewannakorn, head of talent for Southeast Asia at Gushcloud International and country director of Thailand, said, “We’re eager to formally launch the new members of our Gushcloud Talent Agency family. These young creators are highly creative, collaborative, and energetic. More importantly, they use their influence for positive change among their followers and family. That aligns well with Gushcloud’s mission of creating positive influence for the next generation of influencers, leaders, and parents. This is just the beginning of an exciting partnership as we make big strides in Asia and beyond.”

He added, “As we scale in 2024, one of our focus areas is to bridge our partner brands with the perfect creator for their marketing needs. Our talents’ subject matter expertise and their niche audience helps us get closer to that goal. This bodes well for our business as we build an ecosystem for everyone to thrive on—from our talents, our brands, to our company.”