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Marketing Featured Southeast Asia

Lemma appoints Reuben Lee as director of sales and partnerships for Malaysia

Kuala Lumpur, Malaysia – Lemma, an independent SSP for DOOH, has appointed Reuben Lee as its director of sales and partnerships for its Malaysia office. In his new role, Reuben will be responsible for driving growth and strengthening partnerships with stakeholders including – advertisers, agencies and DOOH screen owners.

Until now Lemma has been working with over 30 clients and vendors in Malaysia from its India office.

Reporting into Gulab Patil, founder and CEO at Lemma as well Mayuresh Padhke, co-founder at Lemma, Reuben will use his extensive regional experience in expanding the digital OOH ecosystem in Malaysia as well as strengthening Lemma’s client base in this region.

Reuben joins Lemma from OMD Malaysia where he was the group business and growth director, responsible for client retention and new business development.

On his appointment, he said, “I am really excited to be joining Lemma, which not only has a compelling digital OOH offering but also witnessing a strong momentum in the region. I am looking forward to working with Lemma’s leadership team to drive digital transformation in the OOH space in Malaysia and beyond.”

Meanwhile, Padhke commented, “Rueben Lee brings impressive regional experience to the team and has successfully supported many brands with their digital media needs. Undoubtedly, he would be a key contributor in driving business for us, as we continue to expand across the Southeast Asia region, with a sharp focus on Malaysia.”

As the demand for the company’s programmatic DOOH solutions increases in Southeast Asia Lemma has been investing in strategic expansion in four key markets including Singapore, Malaysia, Indonesia and Thailand. Earlier this year, the company had hired Swapnil Sambhus as the country head for Indonesia.

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SME Featured Southeast Asia

IOUpay launches B2B financing solution, myIOU Business+

Kuala Lumpur, Malaysia – Malaysia-based fintech IOU Pay has launched myIOU Business+, a B2B financing solution. The new product is an online portal allowing purchasers to facilitate financing for their suppliers in credit terms, via a seamless and automated transaction.

In a bid to empower business owners in Malaysia, myIOU Business+ is created for SMEs to enjoy the flexibility of monthly repayment via direct debit as well as to drive business growth with cash flow acceleration. 

“We are continuing to see growth and we are excited to further expand our services and to have additional products that reflect the core values that the company strongly believes in,” said the fintech’s head of marketing, Gwen Khor

She added, “Whether you’re a customer, a B2B company or even a supplier, there is something we have to offer. In Malaysia, SMEs are the backbone of our economy and in order to grow they will need a supportive financing framework amidst the post-covid recovery. Hence, we are encouraging small businesses to pursue more opportunities and to increase the profit margin by using myIOU Business+ for prompt payment’s discount offered by suppliers.”

The finance facility for the suppliers is done by submitting an accepted invoice and other documents to myIOU. In return, myIOU will be paying the suppliers in full invoice amount less the service fee while the purchasers are able to repay their bill in flexible 4 monthly instalments. 

Both suppliers and purchasers are able to sign up easily by uploading the required documents to the myIOU Business+ portal. Purchaser or supplier acceptance, document management, reporting, initial transaction and repayments are all carried out in a seamless process through the portal.

In June 2021, myIOU also established its Buy Now Pay Later (BNPL) consumer app. According to the fintech, the BNPL app has already achieved 180,000 consumer downloads to date, with over 4,000 stores nationwide.

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Marketing Featured Southeast Asia

Sagar Paranjpe takes on new role as Bonsey Jayden’s new managing director

Kuala Lumpur, MalaysiaSagar Paranjpe, previously head of brand, strategy, and creative at Malaysia Airlines, has been appointed as the new managing director of digital marketing agency Bonsey Jaden. Paranjpe made the announcement on his LinkedIn. 

After spending four years at Malaysia Airlines, Paranjpe steps down from his role “to achieve great things,” according to his LinkedIn post. 

Paranjpe started as the creative director for global at the airlines, then later on moved to becoming its head of strategy & creative before adding brand as part of his role. 

He brings with him extensive experience in advertising, having previously assumed creative head appointments at the Malaysian division of top agency networks Ogilvy, Grey Group, and JWT. 

Bonsey Jaden has been ramping up its leadership appointments with several new roles unveiled such as seasoned ad man Daniel Loo as its new regional executive creative director for Southeast Asia, and Marvin Duval, formerly of Digital APAC, as the new head of strategy. Recently, the agency has also appointed Sherwin Kukreja, formerly of Yoodo, to the position of head of social media.

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Marketing Featured Southeast Asia

Lion & Lion announces two new business directors across SEA

Kuala Lumpur, Malaysia – SEA-focused digital marketing agency Lion & Lion has announced two new leadership appointments for its Malaysia and Singapore units. They are Amelia Peng, the new business director for Malaysia, and Hendero Fin, the new business director for Singapore.

Both will report to John Campbell-Bruce, Lion & Lion’s regional managing director, and will focus on creating and strengthening client relationships in their respective markets while ensuring that the finest of data-integrated creative solutions remain at the core of all client services. 

Peng joins Lion & Lion as the newest member of the senior management team. She has been involved in branding and advertising for more than 15 years, working for both the client and agency sides. For several businesses, including Petronas, Grab, Nestle, Proton, AIG, Shell, Astro, and Maybank, she served as team leader for the client servicing division. After building her experience in branding and advertising, she spent a few years leading the marketing and strategy teams for companies like Disney and BookXcess before putting her attention back to what she truly loves – advertising. 

Meanwhile, Fin, who after managing Lion & Lion’s Indonesian market for almost two years, has relocated to Singapore to oversee the agency’s client servicing there. During his tenure as the business director of Indonesia, Fin oversaw the growth of the market with new wins such as biotechnology company Novozymes, and consumer brands Cool Air and Doublemint under Mars Wrigley. 

Fin is an advertising veteran, with 12 years of experience split evenly between Kuala Lumpur and Jakarta. He has managed clients from a range of industries, from telecommunications to consumer products. His portfolio includes well-known Indonesian and international brands such as Diageo, Indosat Ooredoo, Marlboro, Lazada, and Redoxon, as well as Mars Wrigley. 

Commenting on her appointment, Peng said, “It’s been such a warm welcome to the den. I thoroughly believe that a happy and engaged team will be inspired to do great work. Such a team requires a good leader who isn’t afraid to get their hands dirty while leading the team through challenging times. Armed with my experience, I can’t wait to learn more from my team members. I am also confident that we will be able to enhance Lion & Lion’s status as a place where impactful and meaningful solutions are created for our clients.”

Fin also commented, “I am embracing this new role for two great reasons ‒ personal growth and to bring Lion & Lion even further ahead in Southeast Asia. I aim to grow Lion & Lion’s business here in Singapore, and in the near future, introduce a hub and spoke model to our potential clients in the region. Because of the multiplicity of nationalities and cultures we represent, our people are our most valuable asset, giving Lion & Lion an advantage in offering seamless and comprehensive solutions to our clients.”

Meanwhile, Campbell-Bruce said, “Amelia has integrated well with the Lion Malaysian team. She has quickly established herself and is already driving the business forward. We are very happy to have her on board and I am excited to see how she will help continue the agency’s rise in 2023 and beyond, in line with our expansion strategy.” 

He added, “Fin has been a strong leader for the Indonesian business over the past two years. He came in as a client director, and quickly established himself as an effective marketer and leader. He has shown great determination, talent and smart business acumen, which saw him promoted to business director. I am extremely excited to see him continue his development and take over the helm of the Singapore market, which is a core market for regional networks like Lion & Lion.”

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Marketing Featured Southeast Asia

Julie’s Biscuits wants you to ‘take a break’ with their latest campaign

Kuala Lumpur, Malaysia – With the aim of putting a spotlight on the importance of mental health, local biscuit brand Julie’s Biscuits recently launched its #Take25 campaign. 

The campaign focuses on encouraging the public to ‘take a break’ amid the World Health Organization report on the 25% increase in anxiety and depression worldwide due to the pandemic.

“There are various ways for people to take care of their mental wellbeing. As the producer of the OAT 25 biscuits, one of the healthier snack options for many consumers, we would like to communicate that on top of encouraging healthy snacking, we are also looking to advocate taking scheduled breaks as part of your wellness practice,” said Tzy Horng Sai, director of Julie’s Biscuits

#Take25 is inspired by the Pomodoro technique, which refers to a time management method that focuses on working in 25 minute intervals to increase productivity while also experiencing relaxation. 

“We would like to call upon people to #Take25 minutes to unwind in any way that allows them to destress or feel better – be it a 25-minute walk or even enjoying the soothing “symphony” of tearing and crunching into packs of the OAT 25 biscuits. As we continue to adjust living in an endemic, we hope that this campaign can inspire people to find ways to prioritise their mental wellbeing,” Sai further explained.

Made in collaboration with Singapore-based creative agency GOVT, the campaign features a series of curated content that emphasizes the unique ways people choose to unwind. This is shown through three videos titled, “Roll the Day Away”, “ASMR”, and “Have a Cuddle”, plus advertisements placed in strategic areas in Malaysia and Singapore.

Aaron Koh, GOVT’s co-founder and Julie’s creative partner, said, “For the launch of the Julie’s #Take25 campaign, we wanted to play with the notion of unwinding in between moments. #Take25 reminds us to take that step away from the negative aspects of the day and focus on what is important – me time. And everyone has their own version of me time.”

He added, “The campaign encourages everyone to unwind in their own unique ways – no matter how unconventional. In this short and, we hope, wonderfully offbeat video series, we show a working woman coming home from a hectic day and creating her own #Take25 moments in weirdly interesting ways.”

#Take25 follows Julie’s Biscuits’ Hari Raya and Chinese New Year campaigns, which featured short films about gender stereotypes, hope, and optimism.

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Marketing Featured Southeast Asia

Colgate Malaysia’s latest campaign spotlights ‘power of smile’ against adversity

Malaysia – Colgate in Malaysia has launched a new installment for its global-wide inspirational brand campaign titled ‘Smile Strong’ that seeks to champion positive change within the community, particularly during uncertain times. This new brand film highlights the ‘power of smile’ in the face of adversity.

The latest film tells the story of Malaysian singer, songwriter, and rapper Airliftz, who despite relentless challenges throughout his life brought by his in-born facial deformities, continues to ‘smile strong’. The 24-year-old Kajang artist was born with a nose missing cartilage, making him instantly recognisable by his unconventional appearance.

Developed in collaboration with Red Fuse, WPP’s integrated global team dedicated to serving Colgate-Palmolive, the cinematic direction of the film takes the viewer on a journey through Airliftz’s life from childhood, giving a very real insight into what he has faced throughout his life. 

Moreover, about 90% of the film is shot from the back, retracing significant and often heartbreaking moments in his life, until he walks from the dressing room to the stage where he is greeted by thousands of excited fans. The contrasting stories aim to demonstrate how his willpower and determination have broken through societal biases, which ultimately led him to share his passion with the world.

Colgate said that Airliftz’s poignant story was chosen to inspire and remind Malaysians that with perseverance and a positive attitude, we can all achieve great things that can change our life forever.

See Mei Sin, associate marketing director for Oral Care at Colgate-Pamolive, said, “Colgate believes that everyone deserves a future they can smile about – no matter the age, race, gender, or simply one’s looks. It is our hope that Airliftz’ story inspires an optimistic spirit within Malaysians – that there is true power in our smile, regardless of our circumstances.”

Meanwhile, Adrian Miller, chief creative officer at Ogilvy Malaysia, shared that in the toothpaste category, they don’t tend to see much deviation from the norm when it comes to brand storytelling, and so, they always ask themselves how can they bring a fresh perspective to well-trodden territory.

“By keeping the protagonist’s face hidden throughout the commercial and juxtaposing the harsh realities of his past life with the adulation he’s receiving in the present we created a film that will intrigue the viewer. In a world of disposable content, the best we can hope for is for people to watch to the very end and the least we can do is reward them for doing so,” said Miller.

The new film will be running in cinema and digital until December 2022.

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Marketing Featured Southeast Asia

IPG Mediabrands Malaysia appoints Elina Peek-Lantz as new MD for Reprise

Kuala Lumpur, Malaysia – IPG Mediabrands has appointed Elina Peek-Lantz, former head of digital strategy and planning at Maxis, to be its new managing director of Reprise, the global performance marketing agency within the Mediabrands network.

Peek-Lantz has 17 years of experience working with international teams in corporate and start-up environments as a highly qualified data-driven marketer. In her new role, she will be responsible for innovating Reprise’s product and service capabilities, and will be working in close collaboration with partner agencies UM and Initiative to drive the strategic direction of performance marketing, analytics, and technology channels across all clients. Peek-Lantz will also be reporting to the CEO of Mediabrands Malaysia, Bala Pomaleh.

Commenting on her new role, Peek-Lantz said, “I’m thrilled to join Mediabrands as we expand the Reprise footprint in Malaysia. The current market landscape has created great opportunities for brands to further amplify their online presence, and the Reprise framework of ‘Customer Flow’ is a perfect launch pad for any business looking to incorporate digital strategies and drive business growth. I look forward to expanding the Reprise service and product portfolio as we focus on creating a seamless customer journey for path to purchase.”

Meanwhile, Pomaleh shared that Peek-Lantz comes with deep knowledge of the changing nuances in their digital marketing ecosystem, and they have seen great strides in these new spaces and have been investing immensely in growth areas such as e-commerce, experience design, and performance content. 

“Elina’s role will have a significant influence over the success of our organisation as she works alongside our leadership teams at UM and Initiative to drive digital strategies and create a safe and responsible media environment across our portfolio of clients,” said Pomaleh.

Pippa Berlocher, president of Reprise APAC, noted, “I’m excited to have Elina join our business. Given her entrepreneurial background and experience, I know she will bring great energy and capabilities that both our team and clients will benefit from. Malaysia remains a key market for us in the APAC region, and I’m looking forward to partnering closely with Elina to elevate the craft excellence within our business and drive growth for both our clients and Mediabrands.”

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Marketing Featured Southeast Asia

Redhill appoints Farah Zuber as senior director for Malaysia

Singapore – Redhill, one of the fastest-growing full-service global communications agencies, has announced the appointment of Farah Zuber as its senior director for Malaysia. The agency, which has unveiled a number of leadership appointments in the past months, said the new role in Malaysia is to further accelerate its growth in the region. 

Zuber is responsible for growing Redhill’s operations in Malaysia, focusing on business development and client acquisition. Additionally, she supports the agency’s leadership team at its Singapore headquarters, particularly in the areas of technology and finance. In this dual role, Farah reports to Umesh Nair, deputy managing director at Redhill. 

“We are excited to have Farah on board. Her extensive familiarity and experience in Malaysia add great depth to our operations and will be instrumental in our regional expansion, especially as our offerings and client portfolios continue to grow exponentially. She has a proven track record of planning and executing impact-driven campaigns across various sectors. Her capabilities and expertise will be invaluable as Redhill continues to pursue new heights,” said Umesh. 

Zuber has been in the public relations industry for over 12 years, specialising in integrated strategic communications and brand reputation development and management. She has managed high-performing teams and led operations in multinational agencies. Farah also has extensive experience in driving cross-media creative executions informed by data. 

Before joining Redhill, Zuber set up a regional agency in Malaysia from the ground up. Besides technology and finance, She has worked with brands in the property, lifestyle & hospitality, oil & gas, government, and healthcare sectors. 

“I look forward to bringing my expertise to grow Redhill’s Malaysian operations while capitalising on emerging opportunities across the region. As data will play a stronger role in brand and reputation strategies, we are better positioned to create more bespoke and personalised solutions for our clients. Redhill is on a consistent growth trajectory; I am excited to be part of the team as it continues to strengthen its presence globally,” said Zuber. 

Most recently, Redhill launched its metaverse offering through a partnership with Pixel Canvas, a leading US-based enterprise metaverse platform. Redhill will be leveraging its platform and technologies in order to deliver brand campaigns and communications strategies for brands in the metaverse

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Marketing Featured Southeast Asia

Project Kavvaii’s Lunetide 6th monthsary celebration includes Santan tie-up

Kuala Lumpur, Malaysia – Project Kavvaii, the VTuber project of airasia, recently celebrated the sixth-monthsary of its Lunetide generation, including a recent tie-up with Santan, the restaurant brand under airasia.

The Lunetide generation of Project Kavvaii consists of talents Airi Gwynevere and Mikazuki Mai, who debuted in April this year.

Fans can buy Santan Lunetide meal bundles, which includes Chicken Bites with Korean Sweet & Spicy Sauce, Sweet Potato Fries and Sirap Bandung. They also come with a Lunetide sticker sheet with illustrations by Gwyn and Mai.

The Santan tie up starts on October 30 to November 30 and will be only available in Malaysia, around the Klang Valley including IOI Mall Puchong, KL East Mall, Kompleks PKNS, NU Sentral, Setia City Mall, Sunway Pyramid and Wisma Tune.

In addition, fans can also get a chance to win Project Kavvaii’s exclusive merchandise collections by simply taking a screenshot of receipt purchases,

The Lunetide milestone celebration also sees the launch of exclusive Lunetide merchandise on airasia Super App’s Travelmall this November. They include enamel pins, acrylic keychains, magic mug, sticker sheet and tote bags.

Project Kavvaii also recently held an online event for its fans, including the launch of a server on the popular game Minecraft.

The celebration comes months after its first-ever talent, Aozora Kurumi, ceased activities on August 7.

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Marketing Featured Southeast Asia

Lion & Lion drives growth with new capabilities, team expansion across SEA

Kuala Lumpur, Malaysia – Digital-first agency Lion & Lion has announced the next stage of its transformation after a successful turnaround delivering outstanding financial results for the last three years. This new growth strategy will be pursued by strengthening core capabilities, and delivering impact through the integration of data and creativity.

There are two specific areas of strategic significance in relation to Lion & Lion’s growth plan – ‘Better’ by adding on even more specialised data capabilities, an in-house content production studio and by investing in growing our regional hub in Singapore; and ‘Bigger’, relates to the reach of Lion & Lion’s product as the agency over time, develops more specific ways to apply what they do today within e-commerce and B2B. This refers to both product innovation and dedicated teams.

In addition to its new data and analytics team, Lion & Lion will also launch an in-house content production studio in Kuala Lumpur to expand its integrated creative offerings, optimising growth opportunities with brands who require full creative to digital-film content production services.

Fredrik Gumpel, CEO of Lion & Lion, shared that over the last three years, they have been consistently growing their business and capabilities, and seeing how their current product and regional delivery model are resonating with clients has given them great confidence to invest even more in the same direction. 

“With our dedicated focus on the Southeast Asia region and increasing demand for our integrated solutions, we believe we can generate strong returns from these investments – both in terms of building a competitive product for the future and creating solid financial results. With offset in our successful transformation and the underlying economic growth in Southeast Asia, our investment plan is centred around doing more of what we do today – just better and bigger,” said Gumpel.

Meanwhile, Krishna Kumar, group director of strategy and media, noted, “Our value proposition of making [an] impact will be underpinned by data-driven approaches, be it inputs that make all our functional deliveries better or outcomes that are clear and measurable. With impending changes in the data world that will impact a lot of our audience and media data, our approach will be geared to meet these challenges and help our clients.” 

Cheelip Ong, regional chief creative officer at Lion & Lion, said, “With a new dedicated film and content production team with directing, motion graphics, editing and music creation capabilities; to complement our strengths in creative, social and digital experience solutions, we can facilitate brands’ demands for digital film content that engages. Our new T-shaped talent hires across all operating markets will also help us to blitz scale growth to win in our region, while creating exponential impact for our clients’ businesses.”

As Singapore has become a hub for multinational businesses, with many of Lion & Lion’s clients having a regional scope there, the agency will also be leveraging that momentum in 2023. A dedicated investment will go towards growing the agency’s team in Singapore to drive more local business and unlock long-term regional growth.