Marketing Featured ANZ

Activation agency Traffik unveils rebranding

Melbourne, Australia – Activation agency Traffik has announced a major rebranding as part of its new positioning ‘Everything Activation’.

The agency’s expanded service offering has seen it build out its sponsorship, shopper marketing, planning, PR and social functions, adding to its established experiential, digital, shopper marketing and staffing credentials. 

The ‘Everything Activation’ positioning and expansion of the agency’s capabilities has been developed in response to clients seeking a simpler model by housing the full suite of specialist services under one roof, creating a holistic activation agency that works in tandem with marketers’ more traditional creative and media agencies. 

According to James Neale, CEO at Traffik, the new rebranding and positioning allows them to continue having conversations with their clients about the complexity borne from the volume of agencies working on their business.

“We’ve been deliberate in rounding out our skills and capability to support the belief that a three agency model – Creative, Media and now Activation – is the most effective and efficient way forward for clients, and we’ve hired the right people and put in place the right tools and processes to achieve those goals,” Neale stated.

To support the agency’s new brand positioning, it has brought in new talents namely Sam Fairley as head of shopper, Mark Edney as head of sponsorship, and Eliza Millet as planner, as well as Elena Macdonald as creative, and Steph Sheen as account director with Aleks Corke as production.

“It’s fantastic to have Sam, Mark, Eliza, Elena, Steph and Aleks join the team at an exciting period of growth and development for the agency. We’re thrilled to have them on board as we offer a more complete and well-rounded service offering to market,” Neale added.

Marketing Featured Southeast Asia

PH brands, orgs join in quirky campaign, jabs on #LugawIsEssential debacle

Manila, Philippines – A handful of local brands and organizations in the Philippines have shown their quirky side by joining the online trend in regards to the recently-debated online trend #LugawIsEssential.

The context draws its origin from the now infamous ‘lugaw incident’ where Marvin Ignacio, a food delivery rider working for Grab Philippines, was held in a checkpoint at Brgy. Muzon, San Jose del Monte, Bulacan by barangay (local government unit) officials since his delivery of ‘lugaw’, the Filipino equivalent of savory porridge, was not deemed ‘essential’ in terms of service.

As the Greater Manila area, including the province of Bulacan, is still under enhanced community quarantine (ECQ), many people resort to food deliveries, to which the Inter-Agency Task Force (IATF) has deemed ‘essential’.

The video appeared in the Facebook Live video of the food delivery rider, who streamed the confrontation with barangay officials. The incident went viral on Maundy Thursday, 1 April, which has drawn flak among netizens due to the ‘paradoxical’ nature the barangay officials gave in terms of the item’s essential nature. Despite initially blowing up on Facebook, the trend became more prominent in other social media channels, including Instagram and Twitter.

As the trend #LugawIsEssential spiked in popularity on Twitter Philippines, several known and local brands have jumped in the trend to poke fun at the ongoing trend, while maintaining campaign presence and relevancy at the same time.

Jumping first on the trend is the rider’s employer Grab Philippines, where in one of their posts, they quote that “If food is essential, and lugaw is essential, therefore LUGAWISESSENTIAL”. The post itself has acted as a new local campaign by Grab PH of using the promo code to gain a free delivery perk from the service itself.

Furthermore, the Philippine arm of GrabMart also uses the same promo code campaign to entice customers with a free delivery perk when they buy the ingredients of lugaw, which include rice, egg, garlic, salt, and ginger as staples.

Some Grab PH users have also noted a new advisory message on the app’s dashboard which similarly pokes fun at the lugaw incident, stating that they are “serving you 24/7 this ECQ so that you can stay safe at home while we bring you essentials (food and lugaw included!).”

Meanwhile, the Philippine division of smartphone brand Xiaomi posted a tweet reminiscent of the time of how the founders of Xiaomi in 2010 united on a meal of lugaw in deciding what to call their company as.

Oil company Phoenix Fuels, on the other hand, pokes fun at the debacle by posting an infographic stating the ‘essential’ ingredients of making lugaw, accompanied with a Twitter thread helping online users how to cook porridge. The online post aims to promote Phoenix Fuels’ liquefied petroleum gas (LPG) products.

On a similar note, local weather channel Panahon.TV also posted a photo, enumerating and visualizing the lugaw ingredients at the same time.

As the trend fell into the observance of April Fool’s Day as well, some smaller local brands have also jumped into ‘trolling’ their online audiences with ‘new products’.

On a weird note, local adult pleasure brand frisky ‘announced’ that they have recently launched a new lube product, with lugaw as the new flavor, to which they ‘announced’ is on sale on both Lazada and Shopee.

Meanwhile, local candle scents maker Clementine Scents announced that they have launched a ‘lugaw-scented candle’ to allow customers “enjoy the scent of [the] favorite Filipino porridge, wherever, whenever.”

A screenshot of the Instagram post of Clementine Scents

Other brands and organizations that poked fun on the #LugawIsEssential debacle includes the National Historical Commission of the Philippines, local anime media group portal AniRadio Plus, and Default Cafe Pub, which made a jovial take on the likewise viral photo of President Rodrigo Duterte blowing a ‘birthday cake’ made out of steamed rice.

Technology Featured APAC

ADA, Insider to drive data-led growth marketing initiatives for enterprises

Singapore – Data and artificial intelligence (AI) company ADA and growth management platform Insider have announced a new partnership to aid enterprises in achieving a greater return on multichannel personalization and marketing campaigns through AI and data analytics.

The partnership entails unifying ADA’s newly formed MarTech-as-a-Service offering and Insider’s AI-powered Growth Management Platform (GMP) which will empower enterprises to scale up and predict customer behavior in real time. Marketers can also seamlessly personalize and streamline campaigns to acquire, activate, and retain customers.

“We’re really excited to be working with Insider. We believe this partnership will help our clients realise more value by allowing us to offer an end-to-end solution that covers the full marketing and sales funnel. We have big goals to continue to expand our business in Asia; so, ADA and Insider’s strong MarTech proposition will help us achieve our ambitious targets,” said Chris Wiseman, head of marketing technology at ADA.

For Patrick Steinbrenner, managing director for APAC at Insider, he believes that with the right recommendation algorithms powered by AI, enterprises can deliver precise individualized cross-channel recommendations and uncover full revenue potential. 

“ADA’s digital and data maturity models’ expertise combined with Insider’s platform capabilities will take marketing to the next level. We’ve enjoyed collaborating with the team at ADA to bring more value to our end customers,” Steinbrenner stated.

Marketing Featured South Asia

Uber India, Dentsu Webchutney launch #WithinHerReach campaign

New Delhi, India – The Indian arm of the ridesharing platform Uber and dentsu international’s digital agency arm Dentsu Webchutney has launched a new campaign called ‘#WithinHerReach’ which aims to make work opportunities closer and accessible to women.

The latest campaign is released as a print ad on the first page of the national newspaper The Hindustan Times and has already started leading narratives on the subject across LinkedIn, Twitter and Instagram and among key decision-makers from the workforce.

#WithinHerReach, originally launched by the two companies last year, was in response to the fact that 3 in every 5 women limit their career opportunities within a radius of 1 kilometre from their respective homes – even at the cost of a higher paying job. Evidently, this highlighted the stark gender commute gap among the country’s workforce. 

In response, Uber has decided to drive conversations that support work from home (WFH) as a consistent option for women, driven by the current global states of the world due to the global pandemic. 

“2020 has been a year to forget but it did have one silver lining. More Indian women entered the workforce during the pandemic-induced lockdown, attracted by the possibilities of working remotely and on flexible hours,” said Sanjay Gupta, marketing director for APAC at Uber.

He added, “Participation of women in India’s workforce rose to 37% as of July-end from 30% in April. As we enter the new normal, let’s continue to fuel this momentum and make flexible work and WFH essential elements of corporate India.”

Speaking about the campaign, Priyanka Borah, vice president at Dentsu Webchutney said, “It’s safe to say that geography is history. With WFH and remote-working opportunities, fewer women will feel compelled to drop out of the workforce. And as a result of this, more women will grow into senior leadership roles. It’s taken a pandemic for us to get here – but it’s important we seize this silver lining to move forward.”

Marketing Featured ANZ

APL welcomes three new execs as part of growth strategy

Australia – The Australian Professional Leagues (APL), a soccer league agency in Australia, has recently appointed three new senior executives to put in place the league’s commercial and marketing functions, which is part of APL’s growth strategy.

The new appointees are Ryan Sandilands, the first commercial director of APL; Rob Nolan, the new head of marketing and data operations function, and Stacey Knox, the new executive member of the marketing team.

Sandilands brings his 20 years of experience in the sports and entertainment industry to the agency. He previously led commercial growth and strategic planning for companies such as Cirque du Soleil, Women’s Tennis Association, and City Football Group, as well as AEG. Sandilands will now be responsible for supercharging the commercial and operational capabilities of APL and club commercial teams.

Meanwhile, Nolan comes with 20 years of global marketing experience, working with companies such as Kayo Sports, News Corp, and iflix. He previously built data capability with data agency Digital Alchemy to fuel growth, done in collaboration with various telcos, such as Virgin Mobile, Vodafone, and O2. Nolan will now lead the marketing and data operations function of APL, and will attempt to engage football fans on a one-to-one basis. 

Along with Sandilands and Nolan, Knox also joins the APL marketing team. She will be responsible for transforming the agency’s operational capability to ready the execution of APL’s direct-to-consumer strategy. Knox brings with her over two decades of experience in global marketing organizations and agencies, previously working with Coca-Cola, News Limited, and Inchcape, as well as a coach and mentor to industry bodies and not-for-profit organizations.

According to Ant Hearne, the chief commercial officer of APL, “This team is here to innovate and supercharge the commercial and marketing capabilities of the APL, as we realize our reinvention as a leading football entertainment company. We’re seeing the most entertaining football on the pitch and it’s our job to take that directly to fans with a world-class fan experience and content offering.”

The agency has also announced other new hires, namely Danny Townsend, the new managing director, and Michael Tange, the new digital director, as well as Tracey Scott, the new deputy commissioner in the APL leadership group.

Marketing Featured Southeast Asia

Telco Globe ramps up value-adding initiatives to users with free medical coverage

Manila, Philippines – Philippine telco Globe, in a bid to add value and “peace of mind” to customers amid the ongoing pandemic, is now entitling its Globe at Home (GAH) Prepaid WiFi users to a ₱140.5K in free medical coverage services.

Through the offering, GAH aims to move beyond just providing connectivity and coverage to Filipino households but also to grant ‘extra care’ through GInsure. Powered by SingLife and GCash, GInsure provides free medical insurance for three months to prepaid subscribers against COVID-19 and dengue. 

GAH users can avail of the free medical coverage offering when they register to GAH promos HomeSURF99 and up, SURF4ALL99 or HomeWATCH199 and up.

With HomeSURF99, users get 10GB worth of data for five days at ₱99. With its free 1GB data per day refreshed and replenished daily for five days, users can send messages through Facebook Messenger, WhatsApp, and Viber, stream YouTube videos, and shop online via Lazada and Shopee on top of the remaining 5GB open access data allocation. In addition, HomeSurf99 can support as many as four to six mobile devices or gadgets all at the same time. 

“Due to the pandemic, security, safety, health, and peace of mind are the top priorities of most Filipino families. People now are extra careful and concerned for the health and safety of their loved ones. With these in mind, Globe At Home is doing its part to help our prepaid customers have one less worry by giving them free health insurance for three months,” said Darius Delgado, Globe head for broadband business

He added, “We believe that the free insurance protection will go a long way in helping families during these times when their means of livelihood are particularly challenged.”

Marketing Featured Southeast Asia

Porsche’s new concept store in Vietnam to include art exhibitions

Hanoi, Vietnam – Global automotive brand Porsche has launched its newest retail concept, Porsche Studio, an open concept store, in Hanoi, Vietnam aimed at bringing contemporary ‘taste’ to its brand.

Veering away from the proverbial physical exhibits of the cars, the newly launched Porsche Studio exercised an innovation strategy in showcasing the brand’s products, adding art exhibitions and installations by local artists inside the store. The new concept store will also feature a configuration table – for individuals wishing to work through the list of vehicle options themselves, which can be used as a projection surface for viewing a configured vehicle in augmented reality. 

One of the interior feature of Porsche Studio in Hanoi, Vietnam

Furthermore, the studio will also be used as an event space. The Porsche Destination Charging, a global charging network with AC-charging points installed at exclusive lifestyle locations, is also set to become part of the facility.

“The new Porsche Studio concept offers an easy way to immerse yourself in the Porsche brand. With these attractive touchpoints, visitors experience what Porsche is all about in relaxing and inviting surroundings. Within the next months and years, we will roll-out the thinking behind this concept across all our retail locations,” said Deniz Keskin, head of brand management and partnerships at Porsche.

The Porsche Studio branch in Taiwan

The Hanoi branch of the Porsche Studio was initially based on the recent launch of the same studio in Tainan City, Taiwan which featured the same ‘boutique-like’ experience Porsche Studio aims to portray to its customers. It is part of the automotive brand’s ‘Future Retail Strategy’, which aims to provide “hospitality and inspiration.” The stores have also been strategically located in city centres to be within convenient reach of customers and new target groups. 

Marketing Featured South Asia

Short video platform SnackVideo partners with two Pakistani cricket teams for sponsorship deal

Islamabad, Pakistan – Short video platform SnackVideo has announced that it is entering an exclusive partnership agreement with two of Pakistan’s known cricket teams namely Islamabad United and Multan Sultans.

Through the agreement, Islamabad United is bound to endorse SnackVideo as one of its partners during the sixth season of the Pakistan Super League this year, while Multan Sultans are set to endorse the app through its member players across fans of said cricket team.

“Partners like SnackVideo form an essential part of the sporting scene here in Pakistan, and we are happy to support partners who invest and develop our business and sporting industries together,” said Mohammad Rizwan, captain of Multan Sultans.

Through the exclusive sponsorship agreement, SnackVideo will be featured across ad slots in the nation’s print, television and radio spaces.

Shadab Khan, captain of Islamabad United also announced that part of the exclusive sponsorship agreement is that fans get the chance to win signed team merchandise via SnackVideo.

“Islamabad United is proud to align ourselves with a rising platform such as SnackVideo. SnackVideo aims to give a voice to every person so that they can express themselves, which is what our team has done for our fans in the league.’ Fans of both teams are not going to leave empty-handed as well,” Khan said.

Marketing Featured East Asia

Grey Group China appoints former Proximity China CEO as new CEO

Shanghai, China – Advertising network Grey Group in China has appointed former Proximity China CEO Sharlene Wu as its new CEO, in an aim to build better connections with Chinese Grey clients. 

The new CEO will work with the Global COO & President for International of Grey Group Nirvik Singh and will lead the Grey Advertising. She will also be responsible for the integration of Grey DPI, Grey Star Echo, and Grey Easycom.

Leveraging on her experience in the Chinese market, Wu will be responsible for driving the agency’s overall strategic vision and growth plan, furthering business transformation, and providing oversight across key clients and businesses. With Grey, she will continue to enhance and deliver Grey’s marketing services & integrated solutions to clients.

Sharlene Wu is an accomplished advertising veteran. Her career began in 2000 with WPP’s JWT Wings Taiwan and then Ogilvy. Following a short stint with JWT Shanghai in 2006, she then joined as Business Director of BBDO Shanghai in 2007, which marked the beginning of her career with Omnicom Group as Proximity Shanghai’s general manager.

She instantly progressed through the ranks and was named Managing Director (MD) for both BBDO and Proximity Shanghai in 2015, creating specialty teams across Digital Planning, Data Analytics, Social Media, and Digital Production while managing client accounts such as Adidas, Visa, Master Kong, Tencent, and Alibaba; and in May 2020, Wu was finally named CEO following the merger of Proximity and RAPP in China.

Grey Group’s Global COO & President for International Nirvik Singh commented that Wu is a dynamic, results-oriented leader who has extensive knowledge of our industry.

“Her appointment is a clear signal of our ambition to aggressively pursue growth and digital transformation in China. She is a seasoned professional with experience across many industries and categories and I am certain, along with our existing China Leadership team, will create a powerhouse offering for our clients,” said Singh.

Meanwhile, Wu expressed excitement in leading a “strategic and digital-focused” Grey Group in China, believing that she and the agency share the same belief that creativity can solve business problems.

“We have a great team in place to deliver innovative and creative work that will drive the growth of our clients’ brands and businesses,” said Wu.

Technology Featured APAC

Artificial intelligence company ADA launches new martech service across APAC

Singapore – Data and artificial intelligence company ADA has announced the launch of its new martech-as-a-service offering across Asia-Pacific to help clients optimize end-to-end sales and marketing efforts.

Through the new service, users can analyze a client’s business operations across the sales and marketing funnel by consulting and matching with ADA’s existing expertise to grow and scale. The new service can also help clients choose the right Martech solutions that match the business maturity level and to optimize current stacks.

“ADA has continuously evolved to create new ways for businesses to adopt data-driven marketing. We are excited to offer these new MarTech services that complete the circle for our clients by allowing them to look at their full sales and marketing funnel with an always-on approach,” said Srinivas Gattamneni, CEO of ADA.

Furthermore, ADA’s new solution can act as an extended arm of the client to enable, train, and scale in-house talent to ensure continuity of strategy and execution. Clients will benefit from this new addition to the current suite of products and services, as ADA continues to use existing data analytics skill sets to drive impactful business outcomes.

The new martech solution responds to the greater need of businesses for updated marketing measures. According to Gartner, some 80% of organizations feel they are sitting on an outdated MarTech roadmap, and 67% think their existing technology is not useful. Meanwhile, a study by Harvard Business Review found that 80% of marketers want better tools to measure return on investment.

“ADA’s MarTech services exist to support businesses in unlocking the full potential of their MarTech investments and to drive growth across all their sales and marketing channels. We believe business growth is not driven by one solution, but many tactics and approaches. We want to be there to collaborate with our clients through the entire journey and to grow together,” said Chris Wiseman, head of marketing technology at ADA.