Tag: Marketing

Indonesia – AnyMind Group has announced an exclusive distribution partnership with ACRO Inc. to expand the reach of its Japanese lifestyle cosmetics brand, THREE, in Indonesia.

Previously available in Indonesia through department stores, THREE faced challenges with stringent import regulations, regulatory approvals, and local distribution networks. The brand now aims to strengthen its presence and tap into the country’s growing beauty market.

Through this partnership, THREE will harness AnyMind Group’s BPaaS solutions to drive data-driven cross-border e-commerce expansion, encompassing technology and operations for import handling, e-commerce management, marketing, and logistics.

AnyMind Group will support THREE’s expansion in Indonesia by providing e-commerce, logistics, and marketing solutions tailored to the local market. The company will manage sales and operations through platforms like Shopee, TikTok Shop, and Tokopedia, using its e-commerce management system, AnyX, for data-driven insights.

For logistics and distribution, AnyMind will handle importation and product fulfilment through its global logistics platform, AnyLogi, and local warehouse network. It will also support customer engagement through its conversational commerce tool, AnyChat, and influencer marketing via AnyTag, with AI-powered live commerce initiatives enabled by AnyLive.

Toshiaki Miyazaki, president of ACRO Inc., said, “We are excited to reintroduce THREE to Indonesian consumers with the support of AnyMind Group. We hope that THREE’s signature fragrances and colours will contribute to enhancing the well-being of many customers.”

Akinori Kubo, managing director of global e-commerce at AnyMind Group, added, “We are thrilled to support THREE’s Indonesian market expansion. By leveraging our technology and local presence, we aim to drive e-commerce success through a data-driven approach and innovative marketing strategies tailored to the region.”

Singapore – Financial services company Manulife Singapore is encouraging Singaporeans to share their recovery stories in its latest social media campaign. The initiative aims to nurture a supportive community, helping others persevere amidst recovery from serious illnesses.

The ‘Journey to Better SG’ campaign invites survivors, caregivers, family members or friends of a patient to share stories of healing. 

These stories can be posted on their Facebook or Instagram accounts including the hashtag ‘#JourneyToBetterSG’ to join the contest. Participants can also post on Manulife Singapore’s social contest post to join until March 16, 2025.

Manulife Singapore is awarding shopping vouchers to selected participants who shared the most inspiring stories.

“Manulife Singapore wants to use ‘Journey To Better’ to start a conversation on health and longevity in Singapore. As a leading global insurer, Manulife wants to support our customers not just in financial health but also physical and mental wellbeing. ‘Journey To Better’ is a celebration of resilience and the remarkable strength found in community support. By sharing these journeys of recovery, we aim to inspire hope and remind everyone that they are not alone in their battles,” Mark Czajkowski, chief marketing officer of Manulife Singapore, said.

Singapore – Customer engagement platform Twilio has teamed up with communications technology group Singtel to provide Singaporean businesses with Rich Communication Services (RCS) messaging. The move aims to offer secure and branded connections between businesses and their customers.

The collaboration allows businesses in Singapore to reach their customers directly to their mobile inboxes without compromising data security. It comes at a crucial time as Twilio’s report in 2024 reveals that 79% of Singaporean consumers trust a brand’s communication more if it features a verification badge, while 68% say branded text messages enhance the brand’s trustworthiness.

As Twilio streamlines the adoption of RCS messaging, businesses can benefit from an automatic SMS to RCS upgrade, while maintaining cost-effectiveness. Through the Twilio console, immediate testing can be facilitated and activation can be done without any code modifications.

Singapore marks Twilio’s first RCS Business Messaging offering in Asia, following deployments in the United States, France, Germany, the United Kingdom, Mexico, and Brazil among others.

“As consumers grow increasingly savvy and discerning, they demand trusted and immersive experiences at every touchpoint. RCS messaging offers an enhanced alternative to SMS and bridges the gap between traditional messaging and the interactive experiences offered by over-the-top channels. It provides the perfect solution to deliver interactive, dynamic communications while assuring customers of the sender’s identity,” Robert Woolfrey, vice president, APJ, communications at Twilio, said.

“We’re thrilled to partner with Singtel to empower businesses in Singapore to deliver exceptional customer experiences and foster trusted, meaningful relationships,” Woolfrey added.

“Businesses in Singapore must adapt to the evolving expectations of consumers who are seeking more immersive interactions, especially through their mobile devices. Our partnership with Twilio, enables businesses in Singapore to tap on RCS messaging to deliver rich and interactive communications that can improve their engagement with their customers in new and exciting ways,” Terence Lai, vice president of digitalisation, products and partnerships at Singtel, said.

Singapore – Anker Innovations, a mobile charging and consumer electronics company, has launched its latest campaign to ‘charge up’ Southeast Asia.

Using augmented reality (AR) and computer-generated imagery (CGI), Anker revitalises iconic landmarks across SEA. The campaign aims to showcase Anker’s charging solutions and technology.

The company’s latest charging lineup, the Anker Prime Series, is at the heart of the campaign. The series offers a multi-device fast-charging solution, integrating intelligence and interaction. 

‘Charge Up, SEA!’ is set to illuminate Singapore, Malaysia, the Philippines, Indonesia, and Vietnam. An on-ground AR experience will be available in Singapore and Malaysia, while CGI videos will roll out in the remaining SEA markets.

In Singapore, visitors of Jewel Changi Airport can scan a QR code to enter a cyber-inspired world featuring the iconic rain vortex. While Anker’s desktop charger serves as the central point of interaction, its other products are also highlighted through interactive emojis.

At the same venue, Anker is hosting a ‘Prime of Charging’ experience at their pop-up store until March 5. Besides engaging with the AR experience, customers can also receive exclusive gifts. The event is also available online through Shopee.

“At Anker, our mission is to ignite possibilities through ultimate innovation. We’ve not only created products that lead the industry in performance but also ones that fundamentally change the way people engage with power. This campaign reflects our vision of an interconnected world where innovation enhances the everyday lives of Southeast Asia consumers,” Leon Wu, general manager of Southeast Asia at Anker Innovations, said.

Singapore – The Central Narcotics Bureau (CNB) has unveiled its latest anti-drug abuse campaign to combat the youth’s increasing exposure to illegal drugs. The campaign is headlined by an escape room activation. 

Amplifying its drug-free advocacy, CNB is employing a more engaging experience for the youth in its three-year public education campaign. The campaign aims to address the vulnerability of the youth to social influences, leading them to drug abuse.

Kicking off the ‘Uninfluenced’ campaign is the launch of an immersive escape room experience that sheds light on influences that lead to drugs, which includes drug commercialisation and marketing as factors. 

Through the activation, CNB seeks to spark critical thinking and resilience among the youth amidst influences. 

In a recent study, CNB found that 62% of the youth feel they may be influenced to try drugs at parties, with 2 in 3 citing its normalisation in pop culture as a contributing factor. 

The escape room, ‘The Trip: What Happened in Laspura,’ is open at the Stamford Arts Centre until March 6, 2025.

Following the on-ground activation, CNB is set to launch an integrated marketing campaign in March.

CNB’s campaign complements its preventive drug education efforts together with the DrugFreeSG community, advocating for a drug-free country. 

“Uninfluenced” is designed to spark reflection in order to engage the new generation of youths navigating a world saturated with misleading information from pro-drug narratives. We believe that this generation of youths has the ability to think critically and this new campaign is a call for them to exercise that cognitive ability to glean information and come to decisions that truly resonate with them and their generation,” Audrey Ang, director of communications at CNB, said.

“Across the next three years, CNB hopes to empower youths and key stakeholders to become more competent in effective conversations: conversations that have the ability to prevent others from forming an inclination towards drug abuse, and conversations that offer support to those who may be vulnerable to the influence of drugs,” Ang added.

Kuala Lumpur, Malaysia – KC Global Media has appointed Lee-Asha Dukhie as its new director and head of digital marketing. She will be responsible for overseeing all digital marketing efforts, working closely with Serious Media, the company’s marketing agency, to shape the company’s digital strategy across the organisation’s social media platforms, and digital properties.

With years of experience in advertising sales and marketing for both digital and print media, she will be at the forefront of driving innovative digital campaigns, expanding KC Global Media’s digital footprint, and connecting with audiences across digital and social platforms. 

Combined with a degree in psychology, this unique blend of expertise enables Dukhie to analyse audience behavior, anticipate trends, and design strategies that effectively connect with viewers on a personal level. 

George Chien, co-founder, president and CEO of KC Global Media, said, “We’re excited to welcome Lee-Asha to the team. We spent the past couple of years stabilizing our linear business and now is the right time to have dedicated resources focusing on our digital and social platforms. Lee-Asha brings a wealth of expertise in digital growth, content strategy, and audience engagement, which will be instrumental in advancing our digital marketing efforts and ensuring our content resonates with audiences in the region. Bottomline, she will ensure we are relevant.” 

He added, “We are also thrilled to extend our successful partnership with Serious Media as we look to expand our marketing efforts. The addition of a new director and head of Digital Marketing and the strengthened partnership with Serious Media mark important milestones for KC Global Media as the company continues to enhance its global presence and lead in the entertainment industry.”

Lee-Asha’s appointment follows the recent launch of KC Global Media’s distribution arm as an effort to expand its content sales and partnerships beyond the region. Through this, the company reaffirms its dedication to storytelling, showcasing culture, and contributing to global entertainment’s future. As part of its launch, KC Global Media partnered with production companies Mocha Chai Laboratories, Empire of Arkadia, and Monochromatic Picture.

The company had also announced a series of key promotions within its leadership team, designed to enhance strategic capabilities and drive revenue growth across the region. The promotions include Shirlene Wu as vice president and general manager for Taiwan & Greater China, Edith Goh as vice president of revenue and head of media and sponsorship sales, Bhuvnesh Kanwar as vice president of revenue and head of FAST (free ad-supported streaming television), and Bonnie Wiryani as vice president of revenue and head of content sales.

Philippines – LG Electronics has appointed the digital agency DDB Philippines to handle its social and digital communications locally. 

As part of the partnership, DDB Philippines will lead LG Electronics communications strategy for its product portfolio.

The appointment underscores the agency’s expertise, with the new partnership signalling a good start this year for DDB Philippines.

LG Electronics, a major consumer electronics corporation, has a wide range of products spanning home appliances, entertainment, and business solutions. 

“It’s only February, and we’re already setting the pace for what’s to come. Winning another global brand reflects the strength of our people, our creativity, and our deep understanding of brands that make a difference in people’s lives. We’re beyond excited and grateful to work with the brilliant brand team of LG Electronics,” Shackie Caccam, deputy executive creative director of DDB Philippines, said.

“Influencing the course and future of this leading global brand in the Philippines is a dream milestone for us at DDB, and a shoutout to the young team for their hard work and accountability to the craft,” Caccam added.

Singapore – Creative advertising agency Ogilvy Singapore has elevated Sharon Ooi to chief talent officer in its operations in Singapore and Malaysia.

Before the promotion, Ooi served as the agency’s director of talent in Singapore and Malaysia for four years.

In her new role, Ooi will oversee Ogilvy’s talents across its offices in Singapore and Malaysia, ensuring a pleasant experience for its employees. Working closely with leaders while spearheading talent strategy, she aims to maintain Ogilvy’s reputation as an ideal workplace.

With expertise in HR functions, Ooi has held leadership positions at Leo Burnett, Publicis Communications, and most recently at Design Bridge Asia. Before joining Ogilvy, Ooi was part of the senior leadership team at the brand design agency, even expanding her remit to encompass China.

At Ogilvy, she will be reporting to Sue Olivier, chief people officer, and Kunal Jeswani, chief executive officer.

“The promotion of Sharon to Chief Talent Officer for Singapore and Malaysia recognises her outstanding leadership, unwavering commitment to our talent team, and her transformative impact on our Ogilvy culture,” Olivier said.

Jeswani commented, “Sharon’s promotion is a testament to her dedication, and the impact she has had on both our culture as well as our talent strategy. She has an exceptional ability to lead leaders. And her passion for building positive, engaging work environments, will spread across everything we do in Singapore & Malaysia.”

“As I step into this new role, I am grateful to Sue and Kunal for recognising my contributions and for their confidence in me. Exciting times lie ahead, as I look forward to further enhancing the employee experience, ensuring our workplace is not only a long-term career destination but also an employer of choice for top talent, where our people can thrive and become our strongest advocates to grow with us,” Ooi commented.

This 2025, the future of marketing is being shaped by hyper-personalisation and cutting-edge customer engagement strategies that redefine brand-consumer interactions. With advancements in AI, data analytics, and automation, businesses can now tailor experiences on an unprecedented level, delivering highly relevant content, offers, and services in real-time. Consumers expect more than just personalised emails—they demand seamless, predictive, and immersive experiences across multiple touchpoints.

This vision of what lies ahead for the marketing and advertising scene this year is what the recently concluded What’s NEXT in Marketing: Singapore 2025 conference tackled. The event–part of the What’s NEXT in Marketing 2025 conference series–was held on 20 February at One Farrer Hotel, and provided brands and marketers with the latest insights, strategies, and tools to thrive in a constantly evolving industry. 

Moreover, the conference offered attendees an exceptional opportunity to grow their network, refine their marketing approaches, and achieve success in the Singaporean market.

For the morning part of the conference, attendees were treated to a range of discussions–from predictive analytics and personalisation in marketing, transforming CX excellence to cultivate a customer-centric culture, as well as enhancing omnichannel platforms to strengthen brand strategy.

The speakers for the morning session included:

  • Zon Lim, VP, Marketing, APAC at Braze
  • Bipasha Minocha, Group Chief Marketing Officer at EtonHouse International Education Group
  • Jaren Loy, Head (Digital Growth) at FairPrice Group
  • Natalja Voronova, Regional Marketing Director, ASEANZ at The Goodyear Tire & Rubber Company
  • Saurabh Mathur, Head, Customer Experience and Digital Marketing at Income Insurance Limited
  • Jem Loh, Head of Communications & Channels, APAC at Riot Games
  • Raushida Vasaiwala, Strategic Advisor | Martech & SaaS Sales
  • Rahul Singh, Assistant Director, Global Marketing & Strategy at Nanyang Technological University Singapore
  • Neil Patwardhan, Chief Sales Officer APAC at Sinch
  • Asnawi Jufrie, Vice President & General Manager of Southeast Asia at SleekFlow
  • Shawn Kok, Senior Solutions Engineer at Telesign
  • Chris Baker, Founder at Totem Media

Meanwhile, the afternoon part of the conference focused on navigating the art of seamless customer journeys, AI-powered predictions amidst increased privacy concerns, driving success in performance marketing, amongst other topics. The speaker lineup for the afternoon sessions included:

  • Pei Ee Chng, B2B Digital Marketing (Head) at Canon Singapore Pte Ltd
  • Michelle Tenoudji, Global Business Director at Clickr
  • Alyssa Ng, Marketing Communications (Head) at DHL Express Singapore
  • Ke Wei Chua, Head of Marketing at Fitness First Singapore
  • Deanson Lee, Head of Digital at Havas Media Network
  • Brenda Maderazo, Deputy Director, Marketing at Health Promotion Board
  • Sam Knight, Head of Strategy and Planning at H&M
  • Sahaj Khunteta, Head of Regional Analytics and GenAI Enablement at Intel Corporation
  • Caitlin Nguyen, Head of Digital and Customer Engagement at MNC Pharma Company
  • Naohiro Yamaura, Chairman at Sparkline
  • Julien Dahmoun, Head of Social & Digital Marketing at StarHub
  • Clarisse Desgeorge, Omnichannel Director South Asia Pacific at Tiffany&Co
  • Sylvia Chan, Social Media & Business Life Coach, Travel Content Creator at Travels With Syl
  • Mira Bharin, Chief Marketing Officer at Trust Bank
  • Joon Ming Yeo, Former Head of Marketing and Commercial Operations at Urban Company

The conference also included roundtable discussions, which allowed attendees to connect with industry peers, share valuable insights, and explore key marketing topics shaping the future of the industry including content marketing, conversational marketing, performance marketing, customer engagement, data & analytics, digital advertising, omnichannel marketing, generative AI, influencer marketing, customer insights, and digital transformation.

The moderators for the roundtable sessions included:

  • Michelle Tenoudji, Global Business Director at Clickr
  • Leonie Zingel, Head of Marketing Communications Industrial Solutions APAC at Continental
  • Eric Sim, Managing Director at Epic Dialogue
  • Deanson Lee, Head of Digital at Havas Media Network
  • Fatima Baduria, Regional Journalist at MARKETECH APAC
  • Jean Cabico, Senior Regional Producer at MARKETECH APAC
  • Jemo Espartinez, Regional Producer at MARKETECH APAC
  • Katherine Sy, Regional Head of Content at MARKETECH APAC
  • Raushida Vasaiwala, Strategic Advisor | Martech & SaaS Sales
  • Quinn Pham, Director – Solutions Consulting at Meiro
  • Jonathan Lok, Digital Marketing Lead at Singapore Polytechnic
  • Jeremy Kwan, Senior Enterprise Account Executive at SleekFlow 
  • Karl Baldry, Enterprise Account Director at Telesign
  • Sylvia Chan, Social Media & Business Life Coach, Travel Content Creator at Travels With Syl

MARKETECH APAC’s What’s NEXT in Marketing: Singapore 2025 was made possible by sponsors Braze, Sparkline, Telesign, and Clickr; as well as event partners Digital Ark Creatives, GrabAds, Meiro, PR Newswire, and Sinch.

The conference was attended by 170 delegates representing brands from AirAsia, A*STAR, BBC Studios, Charles & Keith, Danone, Coda, Gardens by the Bay, Government Technology Agency (GovTech), Henkel, IMDA, JustCo Global, Lalamove, Mastercard, MyRepublic, OCBC, Raffles Hotel, Randstad Enterprise, Resorts World Sentosa, Samsung Electronics SEAO, Singtel, TADA Mobility Singapore, The Coca-Cola Company, The Walt Disney Company Southeast Asia Pte. Ltd., UOB, amongst others.

Joven Barceñas, founder and CEO at MARKETECH APAC, said, “Encouraging thought-provoking discussions has never been more essential, particularly in a time of unprecedented transformation and emerging opportunities. Your perspectives and contributions are invaluable as we collaborate to push boundaries, drive meaningful innovation, and create lasting change across the region and beyond.”

The conference is part of a five-part conference series, with the subsequent conferences listed as follows:

For sponsorship opportunities, please contact Joven Barceñas at [email protected].

For speaking opportunities for these conferences, contact Katherine Sy at [email protected]; and for registrations, reach out to Hans Policarpio at [email protected].

Singapore – KFC is dishing out a fix for women’s generally tiny jean pockets this International Women’s Day. Collaborating with denim label Pinheads and creative innovation company R/GA, the fast-food chain has unveiled the ‘Pocket Fix,’ addressing the unequal pocket sizes between men and women.

The ‘Pocket Fix,’ which fits KFC’s ‘Pockett’ wraps, can be stitched to fashion items needing compartments. Made from Japanese denim, the attachable pockets bear KFC’s distinct elements: red and white stripes topped with the Colonel’s bolo tie.

More than a functional fashion statement, KFC’s ‘Pocket Fix’ is challenging the gender bias seamed into women’s pocket sizes.

To amplify the campaign, KFC is collaborating with Singaporean influencers, including Ian Thio, Kelly Tan, and Queenie Lim. While stitching the ‘Pocket Fix’ into their pants and dresses, the influencers are also pointing out the lack of practical pockets in women’s apparel.

The pocket pattern will be made available on Pinhead’s website, allowing anyone to download it and create their own pockets.

“In womenswear, pockets are often designed with aesthetics in mind rather than functionality, leaving us with impractical pockets that can’t even hold a phone,” Jalene Seah, co-founder of Pinheads, said.

“Our Pocket Fix collaboration with KFC, inspired by the KFC Pockett’s unique shape and dimensions, allowed us to create a pocket that is not only spacious and practical but also stylish – proving that you don’t have to choose between form and function,” Seah added.

“Women have been complaining about tiny pockets for years. We want everyone to have pockets big enough to fit a KFC Pockett. We hope The Pocket Fix makes people smile – and maybe even makes fashion take note,” Jaslyn Lam, marketing director at KFC Singapore, said.

Carmen Ang, senior art director at R/GA, commented, “The moment we realised our KFC Pocketts wouldn’t even fit in our own pockets, we had to laugh – because, let’s be real, women’s pockets are kind of a joke. The idea clicked with everyone, no matter their gender. So, this International Women’s Day, we wanted to create something fun (and actually functional) to shine a light on the issue.”