Tag: Marketing

Singapore – MARKETECH APAC, the digital media for the marketing and advertising industry in APAC, is launching a new content brand that aims to amplify the power of videos in bringing engaging stories to the audience. To be called MARKETECH APAC Reels, the staple feature will be presenting industry deep dives on leading news and trends in marketing and tech through exclusive video content.

For the pilot feature, MARKETECH APAC Reels will be presenting an all-embracing view of the brands and companies in various industries that have decided to take action in line with the ongoing war between Russia and Ukraine. The feature will comprehensively lay out how entities in the marketing and advertising industry, and even those of the biggest consumer brands, have taken a stand in the middle of the heightening hostilities in Europe.

MARKETECH APAC Reels is also taking the spotlight on the growing space of the metaverse, roping in marketing and industry leaders to shed light on how brands can navigate this brand new virtual environment and leverage the space to deliver groundbreaking marketing campaigns. 

To be rolled out in a series of 3 episodes, the feature will be discussing piece by piece top questions of brands concerning the metaverse which include entering the space, and thereafter, becoming an official player in the metaverse. 

On the launch, Shaina Teope, MARKETECH APAC’s regional editor, said, “MARKETECH APAC continues to grow its channels, and as a digital-first media, now’s the time to take our features up a notch, leveraging the ingenuity of videos in delivering stories and conversations that are most pertinent to the community. We are excited as we tackle the most relevant news and trends through distinctive and innovative production.” 

All videos under MARKETECH APAC Reels can be viewed on MARKETECH APAC’s YouTube channel. Subscribe to get updated on the newest and latest content. 

As MARKETECH APAC launches MARKETECH APAC Reels, it is inviting all brands and companies to reach out for any interesting story they would like to share and collaborate with.

They can email MARKETECH APAC at [email protected].

Singapore – Social fitness platform LIV3LY has partnered with Atome, a Buy Now Pay Later (BNPL) brand, to introduce flexible instalment payment options for LIV3LY’s 1000 NFTs (non-fungible tokens). 

This is the first kind of partnership in the Asia Pacific region where users can have the option to use a BNPL platform option to purchase NFTs. Atome is the first BNPL operator in Asia to partner with a merchant to enable the purchase of NFTs using buy now pay later payment options. 

In Q2 of 2022, LIV3LY launched a one-time exclusive release of 1000 NFTs targeted at fitness and lifestyle enthusiasts. These NFTs are a tradable digital bib that comes with perpetual real-world privileges such as shareable complimentary runs, access to private events and launches, front-row at races, VIP services at physical events and revenue share. 

CEO of LIV3LY, Jeffrey Foo, said, “As the pandemic measures loosen up, the conduct of more running events and sharing sessions of our NFTs will provide more knowledge and confidence to the mainstream market. Today’s technology allows us to revitalise and shape the future of the live events industry.”

As a game changer, LIV3LY expressed their excitement to embark on this journey with more than 300 thousand organic members within their community. “In this way, we can build on our user experience and increase customer loyalty in the long run,” said Foo.

Customers who purchase LIV3LY’s NFTs, will also have access to varying privileges and benefits depending on the tier of the NFT purchased. As of May 2022, more than 20 per cent of the 1000 NFTs have already been bought. Through LIV3LY’s partnership with Atome, NFT buyers will now be able to split their purchases into deferred zero-interest instalments by checking out with Atome. To pay, users first have to download Atome’s app and register an account, before selecting Atome as the payment method. 

Regional Head of Commercial at Atome, William Yang, said, “We are thrilled to partner with LIV3LY, a leading social fitness company which has organised many iconic live events in the region and international runs. We want to be able to offer more payment options for digital assets as the world and also our consumers become more familiar with the growing metaverse and Web3. This partnership enables LIV3LY’s customers to purchase the running-related NFTs through our flexible payment options, making NFTs more affordable to buyers looking to engage in the metaverse.” 

Buy now pay later is expected to be Asia’s fastest growing online payment method by 2025. Between 2021 and 2025, buy now pay later arrangements are expected to grow at a compound annual growth rate (CAGR) of 40% and double their share of transaction value from 4% to 8%, according to the 2022 Global Payments Report by Worldpay from FIS.

Atome also plans to announce more NFT-related partnerships in the coming months this year.

India — Razorpay, a full-stack financial solutions company, has collaborated with the Indian clean label food brand, The Whole Truth Foods (TWT), for its latest and unique RazorpayX Payroll campaign.

The first-of-its-kind campaign will see Shashank Mehta, founder and CEO of TWT, feature in one of its ads, making it the first time a start-up founder, who has been the face of his own brand, be featured in an ad of another brand.

The objective of this minute-long RazorpayX Payroll ad is to build awareness about the ease and benefits of automating payroll management. Managing payroll compliance is one of the top significant issues faced by business owners. This campaign is an effort to make entrepreneurs aware that while starting up in itself is hard, their payroll and compliance shouldn’t be.

https://www.youtube.com/watch?v=kaP6jYWEBA8

Razorpay has collaborated with 6 prominent startup founders, possibly making it India’s first-ever payroll marketing campaign, designed for founders and by founders, narrating real-life challenges they face at the end of every month around managing payroll compliance. All the founders shot the ads purely on goodwill, and strong trust in RazorpayX’s mission, that is – simplifying banking for businesses.

The second phase of the campaign will be live across 11 cities such as Bangalore, Mumbai, Delhi, Chennai, and Hyderabad, to name a few. Additionally, it will feature other founders namely Ankur Warikoo, founder of Nearbuy.com, Ragini Das, co-founder of Leap.Club, Awais Ahmed, founder and CEO of Pixxel, and more.

Gaurav Ramdev, head of marketing for RazorpayX, said, “A big shout out to all the 6 founders who featured in this campaign and our creative partners, Talented, led by PG Aditya for bringing this to life in such a unique, light-hearted and fascinating manner.”

Meanwhile, Mehta said he started The Whole Truth Foods in response to the caveat emptor style of marketing where one could get away with the minimum amount of truth that was legally defensible and that wanted to tell people, the whole truth, and let them decide for themselves.”

“So, it just felt like another moment of sharing the whole truth with the world when Razorpay reached out to me with an idea to share my genuine appreciation for their product. We have been customers almost right from the beginning and I have unlocked so much time that I have productively spent in building what I love because of RazorpayX Payroll. They have an amazing product and a great team and it has been a pleasure working with them, both as a customer and an endorser,” Mehta said.

Mumbai, India – Madison Media Omega, a unit of Madison World has been appointed as the Media AOR for Ki Mobility. The agency will handle the traditional media and digital media mandate for the client including TV, print and online video media buying and planning. The account was won in a multi-agency pitch. 

A digital subsidiary of TVS Automobile Solutions Pvt. Ltd, Ki Mobility is an O-to-O (online-to-offline) digital platform in the automotive aftermarket that offers quality, standardised and cost-effective service to vehicle owners of two-wheelers, passenger cars and commercial vehicles across India.

Narasimhan Eswar, CEO, Ki Mobility Solutions Pvt Ltd on associating with Madison, said, “We are delighted to have Madison on-board as our Above-the-Line media partner. We believe that Madison with its incredible scale and talented personnel will add substantial value to Ki’s future plans to pioneer explosive growth in the Indian automotive aftermarket”.


Dinesh Rathod, CEO, Madison Media Omega, said, “We are very excited by Ki’s vision and plans to revolutionise the Indian automotive aftermarket and we are delighted to partner Ki Mobility and help make it a preferred destination for all vehicle owners.”

Sydney, Australia – Dable, the content discovery and native advertising platform, has announced the appointment of a country manager for ANZ as it expands to Australia. Dable has appointed Jaedo Ryu to the role who brings over 20 years of experience in the ad-tech and media industry. 

In his new role, Ryu is responsible for developing and executing market expansion strategies in Australia as well as promoting the adoption and optimal usage of Dable’s personalised content recommendation and native ad solution for both advertisers and publishers.

Ryu has previously worked as the regional sales manager at ftrack – a project management, production tracking and media review platform for the Asia Pacific including Australia, where he managed the whole sales process, exceeding sales targets and marketing goals. Prior to ftrack, Ryu has also worked at globally known ad-tech companies such as Yahoo, AOL, and Leadbolt where he worked closely with local advertisers and ad agencies helping them to achieve campaign goals and strategically grow their business.

Ryu, on his appointment, said, “Learning from Dable’s success in other APAC markets, I am confident that we can also bring positive value in the Australian market. I hope to contribute to our clients’ performance, based on my past experiences managing the ANZ region from industry top companies as well as expertise in business development. I look forward to helping Australian and New Zealand publishers and marketers grow their businesses in a global scheme through Dable’s content discovery and native ad platform.”

Chaehyun Lee, CEO of Dable, commented,  “We are thrilled to have Ryu join our team and lead Dable’s expansion in the Australian market. We’ve had numerous experiences working with major publishers in Asia and now it is time for Dable to enter a bigger market in the global scope. Our goal is to strengthen the connection between Australia and other APAC countries.” 

Headquartered in South Korea, Dable is a media-tech company that recommends personalised content and ads that visitors may find interesting by analysing their interest through data processing and personalisation technology.

India – Online community app Evergreen Club has rolled out a social network exclusively for the elderly on the app. The idea behind this platform is to accentuate community bonding and help the elderly network, learn and share their creations with likeminded people especially the ones they meet during the Evergreen Club sessions. 

On this platform, users can share pictures, videos, create polls, etc. and also interact with other posts and fellow members. 

As per a recent report, more than 90% of elderly internet users utilise social media platforms primarily to connect with family and friends. The ‘Club’ feature has been designed specifically to create a safe space for the elderly. It is a space for peer learning, exchange of ideas and sharing moments of joy for this community. This dedicated social media space will help in creating a niche community where people will be able to share their learnings, motivate others to practise them and also stay connected with our experts. The feature also keeps a close check on the negative noise through automated moderation capabilities.

Founder of Evergreen Club, Tapan Mishra, said, “A lot of our members felt a need to share their creations, learnings etc. with our larger community and they all have communicated this desire through both implicit and explicit signals. This led us to create this space and platform.”

Tapan mentioned that during their research, the company found that even though there are numerous social media platforms out there, none of them provided a safe space for the elderly or catered exclusively to the needs of Indian community members. “With ‘Club’, we aim to provide a wholesome experience to our Evergreeners – a space where they feel belonged and heard by fellow members,” he added.

With more than 20x growth in the user base in the past year, Evergreen Club has grown at the rate of ~40% M-o-M. Evergreen Club was awarded by Google – “Playstore’s Best App for Good, 2021” & was also selected to the Google for Startup Accelerator program 2022.

Bangkok, Thailand – The Tourism Authority of Thailand (TAT) has joined hands with Thai AirAsia in launching the ‘Amazing New Chapter: Rediscover Thailand Get ready to go to Thailand’ campaign, a new campaign aimed at millennials and young couples from Singapore.

The project was announced in Singapore by Tanes Petsuwan, deputy governor for international marketing for TAT Asia and South Pacific, and Santisuk Klongchaiya, CEO of Thai AirAsia. They were also joined by TAT officials and Thai AirAsia executives. The event was presided over by H.E Chutintorn Gongsakdi, ambassador of Thailand to Singapore.

On the partnership, Petsuwan said, “With various factors supporting the return of tourism to Thailand, among them the relaxing of entry requirements to the kingdom, easing of travel restrictions in source markets worldwide and resumption of commercial flights, this is a great opportunity to stimulate travellers’ decision-making. This latest marketing campaign is expected to have a positive effect on the Thai tourism industry in the second half of this year.”

Singapore is a key visitor source market for Thailand, and the new campaign is among the various joint promotion marketing activities the TAT Singapore Office is working on. The campaign utilises Thai AirAsia’s Singapore-Don Mueang and Singapore-Phuket routes and is for travel from May to July 2022.

TAT Singapore Office also organised a media fam trip to Thailand recently, from May 12 to May 15, 2022, to promote the Singapore-Don Mueang route, new tourist attractions and activities, as well as tourism-related facilities and offers.

Meanwhile, Klongchaiya, commented, “Thai AirAsia has always received great support from the TAT, and we thank them very much for their cooperation. Thai AirAsia is ready to help stimulate tourism and travel to Thailand, and in addition to the existing Don Mueang and Phuket routes, we are considering adding a Singapore-Chiang Mai route.”

Singapore – Okta, an identity and access management company, has appointed Celestine Tan to be its vice president of marketing in the Asia-Pacific region. She will be overseeing and leading Okta’s entire marketing function in the region, including end-user, channel and field marketing, and corporate communications.

Prior to Okta, Tan was the vice president of global field and partner marketing at Splunk, where she led an 85-person team and drove end-to-end marketing to generate demand and build the sales pipeline globally.

She has also spent 16 years at Sun Microsystems where she rose through the ranks to become the global vice president of marketing for Sun’s global software unit.

Speaking on her new role, she said, “Many APAC firms have not fully tapped digital identity to secure, modernise and transform their enterprise. I am excited at the prospect of leading a high performing team to navigate the dynamic markets here, bringing Okta’s innovative identity expertise to our fast-growing pool of customers.”

Meanwhile, John Zissimos, chief marketing officer at Okta, commented, “I am thrilled to have Celestine join the team. She brings an incredible amount of experience working in technology companies of all sizes, and will be an invaluable support to our sales leadership as we take our brand and business in the region to the next level.”

Singapore – Asian stem cell skincare specialist, CALECIM® Cosmeceuticals (CALECIM®), a subsidiary of Singapore-based biotech company CellResearch Corporation, has named former Zalora and Skin Inc executive Cooper McGuire as its new chief operating officer (COO). In this role, Cooper will spearhead the company’s shift from being primarily doctor-focused to adopting a direct-to-consumer approach, tapping into the growing global cosmeceuticals market.

Cooper will also lead the company’s online expansion by growing its e-commerce channels, focusing primarily on key growth markets: US, Europe and China. He will also oversee the streamlining and optimising of CALECIM®’s logistics and fulfilment processes. He will report to Gavin Tan, chief executive officer of CALECIM®. 

On his appointment, Cooper said, “CALECIM® has all the makings of a market leader in the skincare space: an early loyal customer base, a committed and intelligent team, and most importantly real, clinically validated results in an industry that often relies on marketing more than science. I’m excited to bring my experience scaling early-stage consumer businesses through digital transformation to CALECIM® to see how far we can grow together.”

Cooper previously served as the COO and CFO of Skin Inc, a custom skincare brand, where he led the company’s digital transformation and e-commerce expansion. Prior to Skin Inc, Cooper took the helm at Ensogo Group as COO, a publicly-listed online marketplace with operations in Hong Kong, Singapore, Malaysia, Thailand, the Philippines, and Indonesia where he was responsible for leading the company’s restructuring efforts. Before Ensogo, as co-founder and CFO, Cooper built ZALORA Group into Asia Pacific’s leading group of online fashion destinations with responsibility in core infrastructure including corporate finance, finance and accounting, business intelligence, legal and human resources. 

Chief Executive Officer of CALECIM®, Gavin Tan, commented, “We are thrilled to welcome Cooper on our quest to turn CALECIM® into the market leader in anti-aging stem cell cosmeceuticals. Cooper’s experience perfectly matches our needs at the right time — he has an excellent track record in the digital transformation and aggressive scaling of consumer brands and we are looking forward to his guidance as we continue this exciting journey.”

Philippines – Community platform theAsianparent and immunization-champion moms, ‘Team BakuNanay’, with the support of Sanofi and other community partners, continue the movement to fight vaccine misinformation in the country with its nationwide campaign entitled, ‘Building a BakuNation’.

The campaign’s aim is to create a scaled-up version of its predecessor, the Team BakuNanay vaccine confidence campaign. BakuNanay stands for BAKUNA NANAY, representing a group of active moms from theAsianparent community who believe that vaccines are indeed effective and can help to protect their family from diseases.

Team BakuNanay was a result of a 2020 poll conducted by theAsianparent on their app, which found that 45% of Pinoy moms refused to have their children vaccinated by their pediatricians due to their fear of possible vaccine side effects. Within a year after launching, the Team BakuNanay community grew from 85 members to more than 9,000; positive sentiment increased by 15%, and 70% of Filipino mothers have agreed to have their children vaccinated according to a follow-up poll by theAsianparent.

According to Carla Perlas, VP for Communications at theAsianparent, “Health is a love language,” as she takes pride in how the campaign continues to go onward and upward and supports theAsianparent’s mission to help parents have healthy pregnancies and raise healthy families.

This time, through the Building a BakuNation campaign, the goal is to leverage the success of Team BakuNanay and continue its strong desire to keep children and communities safe by fighting vaccine misinformation in the country. In Building a BakuNation, parents can learn more about diseases and their impact, share their experiences on vaccine use for their kids, ask questions, and give and receive advice from others. During the online media launch hosted by Community Manager of Team BakuNanay and Davao-based BakuNanay herself, Ara Casas-Tumuran, parents, media friends, noted guests, and viewers from all over the country were introduced to the Building a BakuNation campaign with lots of engaging videos, trivia, Q&A, and exciting contests.

Head of Content, theAsianparent, Candice Venturanza, also extends her appreciation to the Team BakuNanay community as they strive to help drive the movement for spreading the right and factual information on vaccines, and stressed to viewers that parents should provide vaccines just like how food is important to their kids.

theAsianparent - sanofi
theAsianparent team with community partner Sanofi

With an inspiring video pledge featuring moms from across the nation and speaking their local dialects, to various support from private and public organizations such as Sanofi, Department of Health (DOH) and various parenting communities, Building a BakuNation’s aim is to acquire 750,000 pledges by the end of 2022. This highly inclusive community is not just for moms but all members of the family, where everyone is encouraged to be mindful of their vaccinations and taking the opportunity to avail these for free at their local health centers, and continue to encourage member sign-ups from all over the country to join the advocacy to fight both misinformation and disinformation / increase vaccine confidence.

This exciting campaign is not only exclusive online, but will also feature various collaborations with theAsianparent Philippines’ supporters from mommy and parent communities some of them including: Millennial Moms PH, Lifestyle Moms PH, Love Moms PH, Mars Club PH, and many more.