Platforms Featured East Asia

livi Paylater, iProspect launch new Youtube audio ads to bolster user engagement

Hong Kong – As audio-driven platforms are growing exponentially all over the world, and Hong Kongers have shown a ‘listen-first’ behaviour even with video platforms like Youtube, livi Paylater, a Hong Kong-based BNPL (Buy Now Pay Later) service under virtual bank livi Bank, has partnered with dentsu’s digital-first end-to-end media agency iProspect to launch the industry’s first audio ads on Youtube, in an aim to grow with their audiences.

According to consumer insights conducted by Google, 63% of consumers spend the most time listening to music digitally on Youtube, and 81% of the measured campaigns have proven to lift brand awareness when launched in Youtube Music. Youtube thus reacted swiftly to support users who are opting for audio-based experiences, including music lineups expansion for audio and podcast targeting, amongst others. In response, instead of investing solely in the mass video, livi Paylater has refined its marketing strategy to launch four sets of audio. 

Moreover, the voiceover is conducted by Jay Fung, Hong Kong’s popular singer, who has given the audios a great deal of relevancy and familiarity for his listeners. With this, the results include accumulating 130% total impressions on top of standard video buy, about 82% completion rate of audio ads and created an ad-recall for audiences, and over 100% relative search lift on the ‘livi bank’ search term.

Eric Lin, CMO of livi Bank, shared that livi Paylater enables a smarter way of spending that allows customers to have greater control of their spending and create the financial flexibility to help them to live life to the full.

“Whether it is for those just released trainers, furniture for a first flat, a gift for a loved one, the phone upgrade, a rent deposit or the course fees for advancement, they can all benefit from livi Paylater. As an innovative brand, we are always looking for new ways to engage our customers and create meaningful relationships with them,” said Lin.

Meanwhile, Kitty Kwan, associate planning director of dentsu international Hong Kong, commented that this is definitely an insight-driven media breakthrough and they’re glad that it brings incremental reach on top of the standard video buys.

“Leveraging the growth of audio platforms, we believe audio ads are one of the great potential formats to reach out proactively to our target audiences under a fragmented media landscape. Based on the audiences’ insight report powered by dentsu’s proprietary tool, the target audiences of livi PayLater are fashionistas, digital savvy and pursuing quality of life, hence we transformed this insight into 4 sets of audios, including Luxury, Gadget, Home-moving and Travel, with merchant offer support in a personalised approach,” said Kwan.

Marketing Featured Southeast Asia

iProspect bags regional media mandate of Traveloka

Kuala Lumpur, Malaysia – Dentsu Malaysia’s digital-first end-to-end media agency iProspect has won the regional media mandate of hotel and flight booking platform Traveloka.

The remit, which will take effect in April 2022, will see iProspect as a key partner in Traveloka’s plan in becoming a lifestyle superapp. iProspect will also be responsible for all above the line media planning and buying across the platform’s key markets, which are Malaysia, Singapore and the Philippines. 

Moreover, iProspect will be setting up a regional media strategy hub based in Kuala Lumpur, Malaysia, ensuring that the brand delivers a unified strategy with local nuances across the said SEA markets. 

Dheeraj Raina, the CEO of dentsu Media for Malaysia, shared that the travel industry has gone through very challenging times, to say the least, and so have the consumers. 

“As the world begins to open up, we want yearning travellers to pick Traveloka as their first choice, for fulfilling experiences and we believe the media has a strong role to play in building that trust and optimism,” said Raina.

Meanwhile, Shirley Lesmana, Traveloka’s CMO, noted that they have marked their presence in six countries across SEA, helping millions of people enrich their lives on a daily basis, as they are on an accelerated mission to fulfil the end-to-end lifestyle needs of consumers in the region. 

“In addition, we found synergy in the strategy crafted by iProspect in these markets, to deliver our brand promise,” said Lesmana.

Marketing Featured ANZ

iProspect Sydney elevates Marcelle Gomez as new MD

Sydney, Australia – iProspect, the media agency under the dentsu network, has elevated Marcelle Gomez, former general manager in Sydney, to be its new managing director (MD) in Sydney.

Gomez brings with her over 20 years of experience in various leadership roles across planning, account management, investment, and general agency management. Prior to joining iProspect 12 months ago, Gomez was the managing director at media agency Initiative Sydney and the general manager at IPG Mediabrands’ MAGNA in Melbourne.

iProspect has also announced that the Sydney office has had a dramatic growth spurt as they get close to doubling their staff, from 29 to 55. Recent new business wins, both locally and globally, have been a factor in the hiring of further staff. Those wins include Beforepay, Shopify, Polestar and the global win of French luxury group Kering.

Gomez said, “I’m so proud of what we’ve achieved in 2021 and that momentum will continue this year as we share more announcements in the near future. This is a brilliant business and team with the energy, ambition and performance mindset to continue our growth trajectory.”

Meanwhile, Oliver Rapson, iProspect’s CEO for Australia, shared that Gomez has joined the team during iProspect’s period of transformation with their focus on accelerating brand growth and end to end capabilities. 

“She provides energy, professionalism and a great depth of knowledge to tackle the challenges and opportunities ahead in the future. Her motivation has always been on taking iProspect Sydney to the success it is enjoying today and I’m thrilled to have her promoted to MD,” said Rapson.

Marketing Featured ANZ

iProspect appoints Paul Murphy as agency’s MD in Melbourne

Melbourne, Australia – iProspect, the media agency under the dentsu network, has announced the appointment of former chief media officer at Cummins&Partners Paul Murphy to be its newest managing director in Melbourne. The appointment takes effect on 10 January 2022.

He brings into the agency 25 years of experience working agency- and client-side in Melbourne, Brisbane, and Adelaide, and assuming national roles across traditional, digital, planning, and buying.

Prior to Cummins&Partners, Murphy also had notable roles working for companies like Carlton & United Breweries, Blue Hive, Mindshare Melbourne, and OMD Melbourne. He began his career at full-service agency KWP in Adelaide in 1996.

The announcement of the new managing director was made by Oliver Rapson, CEO at iProspect Australia, who said that this is a major hire for iProspect and one that will have the greatest benefit for their clients and offering in Melbourne.

“Paul is a proven leader, we are delighted to have someone of his caliber join the team and I am excited for 2022 and see a year of huge potential and growth,” Rapson said.

Speaking about his appointment, Murphy said, “From my first conversation with Ollie, I was struck by the energy and enthusiasm the team at iProspect have for the business, their clients, and each other.”

He added, “As the industry shifts at pace, clients need a partner that can continually evolve their communications to reach and engage their consumers at the right place and time, for the best price. I am thrilled to be joining a team of professionals both in iProspect and the wider dentsu Group that are hungry for the challenges ahead.”

Meanwhile, Sue Squillace, CEO of dentsu Media ANZ, commented, “This is a very exciting time for the iProspect brand as we continue to build out the new digital-first end to end brand proposition. We are thrilled to welcome Paul to the dentsu family accelerating and leading the new iProspect offering for our clients and our people in Melbourne.”

Marketing Featured ANZ

Shopify AU’s OOH campaign encourages businesses to meet brands’ reimagining retail

Sydney, Australia – Global commerce company Shopify in Australia aims to encourage businesses and consumers to view the brands that have reimagined retail in their own business operations through Shopify’s latest out-of-home (OOH) advertising, made in partnership with creative content agency Chello and media agency iPROSPECT.

Titled ‘Reimagine Retail’, the OOH campaign is best considered as a celebration of Australian brands that have disrupted retail with innovative products and cutting-edge e-commerce strategies – while doing it all on Shopify.

The campaign comes to life when users scan an inbuilt QR code functionality on all assets, giving users an opportunity to ‘meet’ Australian brands who have reimagined retail, and then shop their stores — from anywhere on any device.

“We wanted a campaign which celebrates and showcases local, independent businesses, who are the backbone of Australia’s entrepreneurial economy,” says Robin Marchant, head of marketing for APAC at Shopify.

Initially intended for a pre-lockdowned Australia, Shopify was keen to proceed as a show of support for its more than 100,000 merchants in Australia. Some of Shopify’s customers featured in the visual assets of the campaign include Go-To Skin Care, frank green, MAAP, and Who Gives a Crap.

“At Shopify, we power more than 100,000 Australian retail businesses to launch, run and grow by making it possible to sell to anyone, anywhere. Every day, we’re inspired by our merchants as they reimagine the possibilities of retail, and we can’t wait to see what the next generation of budding entrepreneurs will do with the exciting, evolving retail space,” Marchant added.

Speaking about the campaign, Tristan Velasco, creative director and co-founder at brand and content agency Chello, shared, “Working with Shopify made two things clear to us. One, that they’re merchant obsessed, and two, they help a long list of innovative, Australian brands redefine retail. It was a no-brainer that these brands would be the heart of our campaign.”

He added, “With so many businesses being hit hard by these latest lockdowns, it’s an exciting time to demonstrate the resilience and willpower of Australian brands on Shopify that have truly reimagined retail.”

Meanwhile, Sam Cousins, chief strategy officer at iPROSPECT, commented, “We recognize more and more in our business that every media touchpoint is a commerce opportunity. It’s great to have Shopify on board with us to help drive this forward through our partnership with Chello.”

Said campaign will run out of home, digital out of home, programmatic and digital as well.

Marketing Featured South Asia

iProspect India takes helm of AU Small Finance Bank’s digital business

India – Dentsu International’s digital-first end-to-end media agency iProspect in India has recently won the digital mandate for commercial banking company AU Small Finance Bank.

AU Small Finance Bank is an Indian scheduled commercial bank that offers banking services such as personal banking, online banking, internet banking, and business and corporate banking, as well as insurance, and loans, among others.

Through the partnership, iProspect will be responsible for handling the overall digital duties for AU Bank including performance and branding campaigns. The agency will also utilize its proprietary tools and solutions to help the brand achieve its digital marketing objectives through innovative digital campaigns.

Commenting on the new partnership, iProspect India’s CEO Rubeena Singh said that they are delighted that their in-depth domain experience of the BFSI sector won them the digital mandate. 

“We are excited to partner with AU Bank and work towards driving business growth and achieving their brand KPIs. We look forward to delivering our best services to the brand through the intersection of brand, tech, media, and communication,” added Singh.

Meanwhile, Uttam Tibrewal, the executive director of AU Small Finance Bank, shared that over the last few years there has undoubtedly been a fast-track shift towards digital adoption among customers. 

“As a tech-led Bank focused on offering customer-centric solutions, we are continuously working to optimize our customer engagement through digital media. The partnership with iProspect India is an important step in that direction which will strengthen our data-driven approach to digital marketing and media planning,” said Tibrewal.

In April this year, iProspect in the United States has also been selected as the global paid media partner of online employment platform LinkedIn. The partnership will see the agency managing the platform’s digital media strategy and buying across all of its business units.

Marketing Featured Global

LinkedIn selects iProspect US as global paid media partner

United States – LinkedIn has recently appointed iProspect in the United States, the game-changing digital-first end-to-end media agency by dentsu international, to be its global paid media partner. 

The partnership will see iProspect leading LinkedIn’s digital media strategy and buying across all of its business units. The agency will operate as a media extension to the platform’s digital strategy and operation teams to help execute paid search, programmatic, video, and social, as well as mobile across B2B and B2C products.

Daniele Renda, the managing director and senior vice president of iProspect US, said that this is a transformative moment for LinkedIn, and the agency couldn’t be more excited and honored to be a part of this journey. 

“Our passion for the business and unparalleled depth and expertise with complex, global enterprise brands will help accelerate the brand forward as they continue to gain more international market share. We look forward to working with this fantastic team,” added Renda.

Marketing Featured Global

dentsu international launches afresh media agency iProspect

Global – Global media company dentsu international has officially launched anew iProspect, a game-changing digital-first end-to-end media agency.

As part of the improved iProspect, the agency will adopt the ‘Brands Accelerated’ tagline with a reimagined logo coinciding with a new brand identity and website, which was designed with “diversity, equity, and inclusion in mind,” according to the company. 

The new agency will fuse existing capabilities, such as brand building, strategic planning, business intelligence, marketing activation, and performance optimization, as well as the capabilities of scaled services within dentsu international.

The teams for the new iProspect in the Asia Pacific (APAC) region, in partnership with over 90 other markets, will be the first agency to offer performance-driven brand building at a global scale.

The company said the new iProspect will focus on how consumers behave in the digital world and apply strategies to real-world scenarios “through a highly connected and creative use of media.” 

The agency’s evolved capabilities will see the merged efforts of 8,000 specialists, operating across borders and in 93 markets worldwide.

Amanda Morrissey, global president of iProspect, commented that they are a new force in the industry, one that draws on decades of expertise carefully brought together to create an agile, scaled, digital-first organization built for the future and delivering today.

“With precision and pace, the new iProspect is able to learn, flex and scale its output to transform a brands’ performance and provide effective business growth; immediately and in the future,” added Morrissey.

Meanwhile, Prerna Mehrotra, CEO of dentsu Media APAC and managing director of Media Group, dentsu Singapore, said that iProspect combines the science behind performance marketing with the art of brand building, saying that growth today lies at the intersection of brand and performance, these two areas are no longer mutually exclusive in the digital era but instead, a necessity. 

“This unrivaled perspective, grounded in deep digital specialism and married with brand-building strategy, gives us the firepower to accelerate brand growth in the short and long term at scale. Having been part of this development, we know that the new iProspect proposition, one that is digital-first end-to-end that offers performance-driven brand building at a global scale, is one that will accelerate growth for our clients in the Asia Pacific region,” said Mehrotra.

Marketing Featured Southeast Asia

Malaysian digital growth in 2020: exponential online traffic means exponential opportunities

Malaysia – 2020 was a challenging year. Across the board, people have had to adapt to new styles of working, adapt to new business strategies, and even changed industries. It would be easy to write off 2020 as a ‘bad year’, but I believe that’s the wrong way of looking at things. In fact, there is a case to be made for 2020 being one of the most important periods in the evolution of digital marketing, all over the globe. Let’s look at the facts.

1. As a direct impact of the lockdown in the pandemic, specifically called Movement Control Order (MCO) in Malaysia, there has been a surge of online activity that was unprecedented. Everyone staying at home with no recourse for outside entertainment meant that users were highly more inclined to spend time online. Think about what that means in terms of your online audience, and compare it with the online audience of, say 2019.

2. With MCO, suddenly there are more people on social platforms than ever before. When users used to consume digital media when they were at home pre-COVID, now entire nations can (and do) consume digital media throughout the whole day. And it doesn’t end at media consumption. Over the course of 2020, users have also taken more decisive action to leverage digital platforms to fulfill consumer needs.

3. Where there have previously been large pools of users that were either unfamiliar or untrusting of e-commerce and online shopping, those groups have largely been converted. Where there was once a common mistrust, there are now entire generations of new believers.

4. Think about it, now your parents or grandparents have become somewhat accustomed to the online shopping process (at the very least, they understand how to browse and then ask for their children’s help with the purchasing process).

5. To illustrate the above point, Facebook recently reported that Southeast Asia as a whole has undergone an approximate 5 YEARS worth of digital ‘education’ in just one year of 2020. This means that what would have originally taken 5 years of digital education to achieve this size of audience with media consumption and e-commerce familiarity has only taken a year because – that’s right – new users have taken the initiative to educate themselves on how the process works. This in turn means great news for all digital marketers.

6. As marketers, in order to sell, you need a market to sell to. For digital, understand that your audience is limited to users that are on the digital platform. To grow your potential audience, an education process must happen to educate users about their ability to conduct purchases online. There is an overwhelming increase in demand for online consumption, and the supply of services is struggling to keep up. The climate is still fresh.

7. So what does this mean for you? Don’t worry, a rising tide raises ALL ships.

8. If you are a small business owner, you can pivot extremely fast in order to scale. You have an expanded audience to collect data and learnings from, and with the right automation tools deployed strategically, you can grow your business at an accelerated rate than you would have been able to just this time last year. Use this knowledge as leverage that you have an exponentially bigger audience to sell now vs. just a year ago.

9. If you are a larger scale marketer for bigger brands, you should also rejoice, as the digital market is bigger than ever, with so much more to play for. There is a bigger slice of the pie to corner, assuming you are willing to experiment with new strategies and pivot as you go along. With the power of scale, your analytics tools will be more important than ever in leveraging the mass amounts of data available. This is the time to run mass A/B testing and test out different audience sets as there is more data than ever, and there is a key opportunity here to actually help shape the market in these early days.

10. Come 2021: NOW is the time to make big, bold moves on digital. This is the time for taking bigger risks, and collecting learnings while the new digital climate is still fresh. For those that refuse to adapt…the market will not wait for you.

This article was written by Fadli Azali of iProspect.

iProspect is a digital marketing agency part of the Dentsu Aegis Network in Malaysia. It delivers integrated marketing campaigns such as performance marketing, search engine optimization, website, and app development, content marketing, as well as social media, and CRM.