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Marketing Featured Southeast Asia

POND’s, Shopee team up with new interactive campaign including chance to win NFTs

Singapore – POND’s, the skin care brand under Unilever, has teamed up with e-commerce platform Shopee to launch an interactive campaign ‘#PondsGlowStage’ to take Shopee users’ online shopping experience to the next level through interactive games, exclusive promotions and discounts on POND’S products and, for the first-time ever, to win limited edition non-fungible tokens (NFTs).

The #PondsGlowStage NFT is an exclusive, first-of-its-kind digital collectible designed by artist Rifqi Ardiansyah. Fans will have a chance to redeem this exclusive NFT when they purchase POND’S products during the promotions. The NFT will give them access to exclusive benefits such as being the first to receive alerts on POND’S latest product releases and value deals in the future. 

During the special event, consumers can play the interactive POND’S Glow Stage Catch Game and earn points to redeem special giveaways. Players just need to tap and hold the shopping basket to catch as many of the falling POND’S products and elements they can within the time limit – all while avoiding harmful skin spots. 

Jopa Malantic, who was recently named as the global brand director at POND’S, said, “We are always seeking out the most innovative and engaging experiences for our consumers. As such we are thrilled to partner with Shopee once again – this time to offer the #PondsGlowStage, featuring the e-commerce platform’s first ever NFT Gift with Purchase.” 

He added, “In addition to providing the chance to win a limited edition NFT, #PondsGlowStage offers a fantastic interactive experience for our fans to engage with the brand and learn more about how our decades of science-backed expertise can help resolve their skin issues.”

Meanwhile, Pavan Challa, director of regional brand partnerships at Shopee, commented, “We are happy to deepen our long-standing partnership with POND’S through this new campaign, which is Shopee’s first collaboration with a brand for an NFT giveaway. Shopee continues to develop and explore new ways to engage and excite our users, and help our brand partners deepen their engagement with shoppers. As we continue to grow the beauty category on Shopee Mall, we look forward to working closely with brands such as POND’S to bring more innovative and exciting experiences to shoppers.”

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Main Feature Marketing Partners APAC

MARKETECH APAC tackles ‘What’s NEXT’ in influencer marketing in latest industry discussion 

Singapore – On 8 November, marketing leaders from APAC gathered in an industry discussion to share expert insights into the continuously evolving channel of influencer marketing, and the creator economy that’s sprung from it. 

Influencers – whether macro, micro, or nano – have long been used by brands alongside other more traditional forms of advertising, as a means to build authentic and relatable engagement between audiences on social. As the industry continues to develop, the important question on everyone’s mind is, ‘what can we expect next from influencer marketing?’. 

In a recent event hosted by MARKETECH APAC in partnership with influencer marketing platform Vamp, the What’s NEXT 2023: Influencer Marketing in APAC webinar brought together leaders representing the brand, tech, and agency side. Our experts imparted their top tips for influencer marketing, highlighting what trends we can expect to see moving into 2023. 

The webinar began with a presentation from Aaron Brooks, co-founder and president of Vamp, who later joined a panel discussion that included Ruben Ahmed, director of marketing for HP Australia & New Zealand; Isabel Falco, chief digital & marketing officer of L’Oréal Philippines, and Jonathan Gerard, the head of production of VaynerMedia Asia Pacific. 

In his presentation, Brooks gave an overview of the influencer marketing landscape. He discussed the forecasted growth and investment expected into the channel, the key factors powering the creator economy, and how creator content is being activated to drive outcomes at each stage of the marketing funnel. In addition, the presentation touched on the different elements critical to deploying a successful influencer marketing strategy such as the essentiality of video, recruiting creators with a ‘squad’ mentality, and the importance of representation and advocacy. 

The panel discussion—moderated by Shaina Teope, regional editor of MARKETECH APAC, gave the industry experts an opportunity to share how influencer marketing is being leveraged from the perspective of their brands, and how they’ve been involved to date in the creator economy. 

Ahmed, Brooks, Falco, and Gerard discussed how the demand for key opinion leaders (KOLs) is moving brand engagement into co-creation and collaborating on social strategies. The panel explored ideas around how brands can stand out in their content direction amidst the growing saturation of ‘me too’ content. 

Important takeaways for marketers emerged such as the best approach to managing and maintaining brand-creator collaborations, moving away from creating inauthentic ‘ads’, using influencer marketing for advocacy-driven initiatives, as well as understanding the purpose of each social platform in delivering creator content. Our experts rounded up the discussion with examples of how influencer marketing has become a vital part of an always-on performance marketing channel strategy for their brand. 

Overall, the webinar drew 168 attendees out of 598 registrations. Those who participated came from a variety of industries, including retail, e-commerce, travel & hospitality, consumer products, financial services, F&B, and media & entertainment. 

The top markets represented were Singapore, Malaysia, the Philippines, Indonesia, Thailand, India, as well as the US. More specifically, those who took part were from brands and companies Danone, Electrolux; Love, Bonito; Netflix, Ninja Van, OPPO, Philippine Seven Corporation, Pomelo Fashion, RedDoorz, and Summit Media.

Teope commented, “We may think we’ve exhausted the best out of influencer marketing, but with the emergence of popular content formats such as short-form video, we’re attracting new audiences towards creator content. With this industry discussion, we had a diverse and well-represented panel who gave us actionable insights into how the influencer marketing landscape will continue to evolve. The webinar is an essential guide to helping us all prepare for what’s to come next in this exciting space.” 

“In a challenging economic climate, brands should approach influencers as a scaling mechanism to help you reach every consumer type and every sub-niche audience,” says Brooks. “Find those creators who are advocates of your brand already. Don’t be afraid to be bold and go outside of the confines of conventional advertising as you start building out your influencer marketing strategies for 2023 and beyond.”

If you missed out on the live session, there’s still time to dive into the content presented by our industry experts. As we enter a brand new year, don’t miss out on this insight-filled industry discussion. Register HERE to access and watch the on-demand version. 

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Main Feature Marketing APAC

MARKETECH APAC launches thought leadership series under future-oriented industry series, What’s NEXT 2023

Singapore – With social restrictions gradually easing down and the world slowly returning to normal, we are now realising the full potential of the phygital world: a space that brings a combination of digital and physical experiences. From SMEs and institutions to large enterprises, this blended experience is being incorporated into their day-to-day operations because of its numerous advantages.

The year 2022 saw the marketing industry flourishing in more ways than one. This includes the rise of influencer and content marketing, the continuous boom of the e-commerce space, and the metaverse getting more known in the digital world, amongst others. But amidst this upward trajectory, there are still challenges that the marketing industry will face and will have to overcome now that hybrid marketing strategies are in place. 

MARKETECH APAC, in its quest to share key trends, insights, and relevant predictions for the preparation of the marketing community for 2023, has brought back its future-oriented industry series – but now much broader and larger to give the community a 360-degree view of what to expect in the coming year. ‘What’s NEXT 2023’ now comprises of four main pillars – article, interview, webinar, and conference –  and to kick the series off, the digital media starts with the launch of its thought leadership article series. 

The article leg of the industry series features the views, predictions, and some tips from various marketing leaders across APAC on different industry-relevant topics for 2023 and beyond. This includes exclusive written insights on integrated campaigns, personalisation, and B2B marketing, amongst others. 

Part of the series is Andrea Chuang, head of marketing for Malaysia-based used car platform myTukar, who will be discussing the importance of integrated campaigns and things to consider in doing these campaigns; and Jan Harling, director of new customer acquisition for APAC at foodpanda, who will be sharing his knowledge about personalised marketing and what brands need to know about their consumers. He will also be providing tips on how media and creatives can work together for their personalisation initiatives, and how to target consumers in a world that’s becoming less targetable.

Other marketing leaders included in this year’s lineup are Mark Opao, communications planning partner at Kaspersky, who will be discussing how to balance branding and promotion-led activities; Australian retail brand Pet Circle’s Director of Product Negar Mokhtarnia who will be sharing why brands must focus on customer lifetime value over customer acquisition; and Donovan Chee, head of marketing and communications for SEA at Bureau Veritas, who will be sharing his insights on B2B marketing.

Check out the initial line-up of published insights by marketing leaders under the series:

Kick-starting the article series, Amperity’s Area Vice President Billy Loizou explained the consequences of having fragmented customer data for businesses. He also enumerated three reasons why a great identity resolution strategy is a must-have for brands.

Click here to read the full article.

In this insightful read, James Campbell, regional manager of SnapLogic for ANZ, stressed why it is important to incorporate intelligent practices into companies’ data integration, how vital it is to leverage modern technology, and how automation helps enterprises deliver and achieve their goals, amongst other things. 

Click here to read the full article.

Watch this space as we update this article with details and links for other What’s NEXT 2023 thought-leadership articles. The series will end on February 28, 2022.

If you are a marketing leader and would like to share your insights and predictions under the series, email us at [email protected].

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Marketing Featured Global

Amazon joins Big Tech’s layoff spree

Seattle, Washington Amazon has begun laying off employees in its devices group, following reports saying that the company plans to lay off 10,000 employees in corporate and technology roles.

According to TechCrunch, the layoffs would represent 3% of its corporate employees, making it the company’s largest layoffs in its history. The company has already announced plans to freeze hiring for corporate roles in its retail business.

The report follows the recent shutting down of some services, products, warehouses, and even its roving delivery robots of the company, after its disappointing third-quarter earnings report in October, which caused shares to fall more than 13%, bringing their year-to-date stock decline to about 41%.

CNBC also obtained some documents stating, ‘voluntary severance’ was also offered to some employees in some divisions as the company seeks ways to reduce its headcount beyond the massive layoffs already underway. This is said to be the ‘first step’ in realigning Amazon’s businesses, implying that more layoffs may occur in the near future.

The company’s unusual and uncertain macroeconomic environment was announced on their website. The company decided to consolidate some teams and programs, resulting in the elimination of some roles.

Dave Limp, senior vice president of devices & services at Amazon said, “It pains me to have to deliver this news as we know we will lose talented Amazonians from the devices and services org as a result. I am incredibly proud of the team we have built and to see even one valued team member leave is never an outcome any of us want.”

Limp added, “We notified impacted employees yesterday, and will continue to work closely with each individual to provide support, including assisting in finding new roles. While I know this news is tough to digest, I do want to emphasise that the devices & services organisation remains an important area of investment for Amazon, and we will continue to invent on behalf of our customers.”

Shares have plummeted and closed down about 2% following the reports of layoffs.

The report comes on the heels of layoffs at other big tech companies. Meta announced the layoff of over 13% of its workforce, or over 11,000 employees, and Twitter laid off roughly half of its workforce.

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Marketing Featured ANZ

Indie health communications Bastion Brands now part of Havas Group’s Australian network

Sydney, Australia Integrated communications network Havas Group has recently announced its acquisition of Bastion Brands, one of Australia’s leading independent communications agencies focusing on the health vertical. The buy-out is said to be in line with the group’s continuation of its plans for the APAC expansion.

Newly acquired Bastion Brands is no stranger to Havas. The group’s health-focused division, Havas Health & You (HH&Y), has, in fact, been working with the latter since 2019. 

Bastion Brands will now be integrated into HH&Y and will work closely with partners across the network to integrate its business into projects across the region.

Simon Davies, Bastion Brands’ founder & CEO said, “We are delighted to be joining the Havas family. The strength and momentum within Havas Health & You will help us accelerate our strong growth in Australia. Now with access to and support from the Havas network, we will be able to offer deeper and broader services to clients, globally developed insights and specialised health products, and even more exciting learning and growth opportunities for our staff.”

Yannick Bolloré, chairman and CEO of Havas Group also commented, “Bastion Brands is recognized for delivering significant and meaningful results for its strong client base of leading pharmaceutical companies across the world. Adding its capabilities to our global Havas Health & You network will provide specialised health communications for both that region and our clients globally. Bastion Brands also complements fast growth within our health PR business Red Havas in Australia, and we’re thrilled to officially welcome the Bastion Brands team to our Group.”

“Continuing our work with Bastion Brands is a perfect fit for our expansion in Australia and Asia Pacific – a region where our clients have many strategic opportunities. We have partnered with Simon Davies and his team on meaningful, high-profile client assignments for several years, and have built a strong and effective relationship to deliver outstanding outcomes. This more formal relationship is a natural progression and I know it will be a successful one – for our clients, for Bastion Brands and for Havas Health & You,” added Charles Houdoux, CEO of APAC & LATAM at Havas Health & You

According to Havas, HH&Y has grown at a rate of more than 20% per year in Asia, and the acquisition of Bastion Brands is aimed at strengthening its position in APAC. 

In addition, as a response to rapid regional growth spurred by increased awareness of health and wellness, the network has made significant investments in its Villages and senior leadership to foster growth across the region. This includes the establishment of a regional hub for Southeast Asia and the strengthening of new talent in Japan and China.

Bastion Brands follows companies like Front Networks in China and Frontier Australia, both have been acquired by Havas Group this year together with many business wins by their specialist entertainment communications agency, Organic Pacific, and partnership with Invictus Blue in Malaysia.

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Marketing Featured ANZ

Lacework names Meagen Eisenberg as CMO

Sydney, Australia Data-driven cloud security company Lacework has announced today the appointment of Meagen Eisenberg as its new chief marketing officer. 

Eisenberg is a veteran technology marketing executive with 20 years of experience in high-tech and specialises in demand generation, marketing operations and automation, and field marketing strategy and execution.  

She also previously held the CMO role for TripActions from 2019 to August this year, as well as at MongoDB for about four years.

Speaking on her appointment, Eisenberg said, “As a marketing executive, business leader, and advisor I have always looked to identify opportunities with strong, customer-focused products that are loved, and teams that can execute.”

She added, “Lacework checks this box and more, breaking through the noise with a truly disruptive product and a conviction to protect customers by changing the way the industry approaches security in the cloud. I’m excited to join this team of passionate problem solvers as we tackle one of the hardest challenges in the enterprise: securing the cloud.”

Jay Parikh, CEO of Lacework also commented, “With her extensive experience building world-class marketing organisations, enthusiasm for industry disrupting products, and ability to create deep understanding and connection with our customers and partners, Meagen will be a critical part of leading Lacework through our next phase of growth.” 

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Marketing Featured Global

Amperity welcomes Megan McDonagh, Seema Kumar to global leadership roster

Seattle, USA – Amperity, the leading customer data platform (CDP) for enterprise consumer brands, today announced the hiring of Megan McDonagh and Seema Kumar to be part of their global leadership roster. Together, the two bring extensive expertise within their respective industries to Amperity’s growing leadership team.

McDonagh will serve as the company’s chief marketing officer, while Kumar will serve as the company’s chief people officer.

“The company is experiencing unprecedented growth, and we are thrilled to welcome both Seema and Megan to the team as we take Amperity and the customer data platform category to the next level,” said Barry Padgett, CEO at Amperity

“Both have a successful track record for building and scaling organizations to support rapid growth, and equally important, they share in our mission to help people use data to serve the customer. I look forward to working with them as we elevate our brand awareness around the globe, and continue to demonstrate why Amperity is a great place to work,” Padgett added.

McDonagh is a seasoned marketing executive with a strong track record of innovation, creativity, and growth acceleration with industry-leading tech companies. She is known for building enduring customer-centric brands, driving results-focused marketing programs, delivering rewarding customer and partner experiences, and inspiring high-performing global teams. Most recently, McDonagh served as CMO at RealWear, the leading provider of assisted reality wearable solutions and before this spent over 20 years at Intel in various marketing leadership roles.

“Amperity represents a perfect trifecta with an extremely passionate customer base, differentiated mission-critical technology, and a vibrant culture powered by dedicated employees who love doing what’s right for our customers,” said McDonagh.

“I am incredibly excited about the opportunity at Amperity and the scale the company has achieved to date. I look forward to bringing my experience to Amperity and helping enterprise brands drive exponential impact by realizing the full value we can bring to their business.”

Meanwhile, Kumar brings more than 20 years of people operations and human resources experience to Amperity. In her role, she will oversee all workplace and people operations, including recruiting, benefits and rewards, organizational and people development, and diversity, equity and inclusion. Most recently, she served as vice president, human resources at F5 Networks. In that role, she led initiatives to attract and develop talent and to shape the culture for accelerated business growth and transformation. 

“We’re at a unique point in time where we have the ability to impact and embrace how we think about the future of work, and how we create a truly inclusive environment where we can thrive—both personally and professionally,” said Kumar. “I’ve been truly impressed and energized with the emphasis the executive team places on its people, company values and mission. I’m excited to join at this time of growth, and partner with team members of all levels to ensure Amperity continues to be a place where everyone is empowered to do their life’s best work.” 

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Marketing Featured East Asia

Edelman HK welcomes Andy Chan, Richard Poon to integrated creative team

Hong Kong – Edelman Hong Kong continues to bolster its integrated creative team with the appointment of Andy Chan as design director and Richard Poon as producer and production manager.

Edelman will leverage Chan’s and Poon’s design and production expertise to further enhance the firm’s ability to deliver outstanding work in full-spectrum service.

Chan brings over 10 years of design experience to the agency, having worked in different design-based companies in the past from product design, graphic design, and advertising art directing to in-house branding at Ogilvy UK and HK, DDB and Cathay Pacific.

Meanwhile, Poon comes from an animation and design background and brings over eight years of experience to the firm. He has worked as a producer, mostly in the broadcast industry, across brands such as Disney, FOX, National Geographic, and CASETIFY. 

Both hires will report directly to John Koay, Edelman’s Executive Creative Director for Hong Kong, Taiwan and Thailand.

“I’m absolutely thrilled to welcome Andy and Richard onboard; they are both very experienced talents in their own fields. The expanded Creative and Digital team of 20 at Edelman Hong Kong offer our clients a focus on truly integrated solutions while the industry transforms its expectations around the role and impact of communications,” Koay said.

The new Hong Kong appointments come after Edelman recently appointed Ex-Straits Times Warren Fernandez as its new chief executive officer in Asia-Pacific.

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Marketing Featured Southeast Asia

Publicis Groupe SEA, Mana Partners team up to form Publicis Play

Singapore – Publicis Groupe in Southeast Asia has partnered with Web3 marketing consultancy Mana Partners to form ‘Publicis Play’, allowing clients to find a single solution to work with from creation, production, and placement to measurement.

Publicis Groupe and Mana see the offering as critical for a generation whose preferred means of social networking, entertainment, and commerce will soon be grounded in Play. The offering does not see gaming and the metaverse as two silo solutions, but as one integrated offer as the content and fandom from gaming are the foundation for metaverse experiences.

In addition, the offering is not just about badging brand presence but a belief that the future’s most successful brands will master Play – behaving authentically and earning attention and love from their communities.

The new offering helps brands discover and define opportunities where they can play in the long term, execute a fan-first strategy by designing purposeful and immersive gaming and Web3 experiences, and establishing robust relationships with key publishers, developers, esports teams, and ad tech partners that ensure an advantage for brands, players, and fans alike.

Publicis Play has already been piloted with several Publicis Groupe clients, including Singapore Tourism Board, McDonald’s, and PepsiCo, among others.

Ian Loon, chief transformation officer at Publicis Groupe SEA, said, “Connecting our Groupe capabilities with Mana Partners, who are intrinsically plugged into this rapidly evolving economy, ensures all our clients are welcomed into the community with access to true expertise. With the launch of Publicis Play, we can immediately deliver new ways to integrate and deliver between Web2 and Web3, provide measurable value, and drive business outcomes for brands.”

Meanwhile, Jamie Lewin, co-founder and chief strategy officer at Mana Partners, commented, “The Play Economy is the new modus operandi. Publicis Play is the gateway for brands keen to explore the full spectrum of opportunities, from gaming, esports, creators, and content, to participative digital experiences underpinned by Web3 philosophies and concepts. Our decision to partner with Publicis Groupe SEA was a real meeting of the minds on how we collectively view the opportunity.”

Lastly, Matthew Zatto, co-founder and chief commercial officer at Mana Partners, said, “In 2021, consumers spent more time watching gaming content on YouTube than the total hours of content watched on Netflix. By the end of 2022, players will have also spent one trillion hours and $200 billion playing games and 25 billion hours watching gaming content. On top of this, ad spends are also forecasted to grow significantly in the coming decade to more than US$214b annually. It is a huge opportunity but one that needs the right partnership between brands, agencies, and fans to create true value.”

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Marketing Featured Southeast Asia

Citi elevates Lay Fang Tan as head of marketing and communications in APAC

Singapore – Citi, a multinational banking company, has recently appointed Lay Fang Tan as its head of marketing and communications for Citi Commercial Bank in the Asia-Pacific region.

Tan has previously worked as Citi Singapore’s vice president for corporate affairs and held the company’s senior VP for corporate affairs role for six years. 

She also held senior positions for IDC APAC’s marketing communications and media relations department for about five years. Prior to that, she also worked in the marketing and public relations department for the manufacturing company Hansgrohe.