Tag: Marketing

Philippines – Multinational restaurant company Jollibee Group has unveiled its new corporate brand identity, introducing its new ‘JoyMark’ logo. The brand evolution reflects its strengthened focus on spreading joy through the collective strength of its diverse portfolio of restaurant brands.

Aiming to encompass the variety of culinary experiences offered by the entire Jollibee Group, the new ‘JoyMark’ represents the strength of its local and overseas brands.

With a stylised ‘J,’ the logo conveys movement, momentum, and coming together. The vibrant design intends to reflect the company’s energetic approach to expansion and connection with its global franchisees, partners, and people.

Jollibee Group’s new corporate identity was created in collaboration with brand consulting firm Landor.

Alongside Jollibee as its flagship brand, Jollibee Group is home to restaurant brands such as Mang Inasal, Chowking, Greenwich, and Burger King.

Recently, Jollibee Group brought the first Tiong Bahru Bakery and introduced the first stand-alone Milksha concept store in the Philippines.

Philippines – Around 14,000 Move It riders are facing the risk of lay-offs after the Land Transportation Franchising and Regulatory Board (LTFRB) ordered the motorcycle taxi company to reduce its fleet.

In a memorandum,  LTFRB ordered Move It to cut its motorcycle rider count to 6,836, slashing over half its fleet. 

LTFRB also mandated the company to stop its operations in Cebu and Cagayan de Oro immediately, citing that it did not have permission to operate in the area.

In a press conference, Move It general manager Wayne Jacinto explains that the 2020 LTFRB motorcycle taxi guidelines allow operations in the said areas. Jacinto said that a total of 6,000 riders from both places would be displaced if they comply.

According to LTFRB, Move It has exceeded its fleet limit with its present motorcycle rider count.

“Please be fair. I hope the riders don’t lose their livelihoods. And I hope those in authority will listen to us so they won’t be displaced,” Jacinto said.

India – After more than two decades in India, Cheil India has transitioned into the Cheil SWA Group, reflecting a strategic evolution into an end-to-end marketing solutions provider. The transformation includes a new group structure and leadership appointments.

Founded in 2003 as Samsung’s dedicated agency, Cheil has evolved into a full-service marketing group with a broader client portfolio. Its transformation into the Cheil SWA Group follows years of organic growth and strategic acquisitions, positioning it at the intersection of creativity, technology, and business strategy.

The restructured group comprises seven specialised units—Samsung Business, Cheil X, Experience Commerce, CYLNDR, NewRx, Digital Media & Influencer Marketing, and Cheil GDC—each offering expertise across areas such as creative marketing, digital transformation, performance marketing, content production, retail design, influencer engagement, and technology solutions. This integrated model is aimed at addressing the increasingly complex needs of modern businesses.

With this shift, Cheil SWA Group is also positioning itself as a destination for top industry talent. The realignment breaks down silos between marketing disciplines, offering clients a more streamlined and coordinated approach.

Carlos LimSeob Chung, president and CEO of Cheil SWA, will lead the newly restructured Cheil SWA Group. Jitender Dabas, recently appointed CEO of Cheil X, will oversee the group’s agency operations. Meanwhile, Mandeep Sharma steps in as COO of Cheil India, with a mandate to strengthen customer experience and build out CRM capabilities across the marketing value chain.

“Our transformation into the Cheil SWA Group marks a significant milestone in our journey. Each company within our group is driven by a commitment to innovation and excellence, allowing us to offer comprehensive solutions to our clients. We are excited about the future and confident that our expanded capabilities will enable us to achieve even greater success,” Chung explained.

He added, “Today’s marketing landscape demands integrated thinking and specialised execution. Our transformation into Cheil SWA Group is a natural evolution of our capabilities, allowing us to offer clients seamless access to world-class expertise across every touchpoint of the consumer journey.”

Singapore – Insurance company AIA Singapore is empowering families through the launch of a customised Monopoly game set. The launch is part of AIA Singapore’s series of initiatives celebrating SG60.

As the first insurer-customised edition of the game, the ‘Live Better with AIA’ Monopoly set captures key milestones in Singaporeans’ lives. It shows challenges and opportunities in health, wellness, financial planning, and social responsibility.

Aside from its distinct street tile designs, the game’s traditional houses and hotels have been replaced with upgrades such as workshops and wellness plans. It also features transformations such as attaining certifications, investing in luxury property, or accessing exclusive experiences.

The game set also incorporates relatable experiences for Singaporeans, including slang in chance cards and receiving angbao money during Chinese New Year.

Meanwhile, AIA is also launching a campaign to help families plan financially for the future. As part of the campaign, AIA is offering up to 20% off on eligible plans along with a free family access to Mandai Wildlife Reserve. The promo runs from May 6 to July 31, 2025.

In celebration of SG60,  AIA Altitude members will experience a series of events throughout the year with a by-invite-only programme. Additionally, AIA Altitude Pinnacle members turning 60 in 2025 will receive an exclusive silk scarf with a design that blends Singapore’s heritage.

AIA Altitude is also teaming up with the Michelin Guide for the ‘Gastronomic Heritage’ booklet, which features family-owned restaurants from Singapore. While spotlighting renowned chefs, it aims to highlight their wealth planning journey.

AIA Singapore recently forged a partnership with Rainforest Wild Asia, sponsoring a play space and tapir habitat within the park.

“AIA Singapore has proudly championed the health and well-being of Singaporeans across generations. As needs evolve, we remain committed to introducing innovative initiatives that promote holistic well-being and redefine what it means to live a healthy and active lifestyle. As Singapore marks its 60th birthday, we reaffirm our dedication to helping Singaporeans live Healthier, Longer, Better Lives,” Irma Hadikusuma, chief marketing and healthcare officer of AIA Singapore, said.

“SG60 is not just a time for celebration but also a moment of reflection on our shared values and goals as Singaporeans. This year, as we embrace ‘Building Our Singapore Together,’ we recognise that each of us has a role to play in supporting one another and shaping a stronger, more resilient nation,” Hadikusuma added.

Philippines – Finance and food delivery app installs have surged in the Philippines, according to according to Sensor Tower’s report.

SensorTower’s report shows a 30% year-on-year increase in Filipinos’ installation of credit and lending apps, with finance app downloads reaching nearly 200 million in 2024.

This increase complements the 27% rise in finance app installs in the Asia-Pacific. To boost engagement, brands leverage personalisation for regional targeting using deep linking and web-to-app tracking.

Meanwhile, the Philippines leads Southeast Asia in food delivery app installs with a 23% share of the market. The Philippines also ranks second in the region in terms of average daily time spent on food delivery apps.

However, retention rates for both finance and shopping apps remain below 10%, signalling a need for better post-install engagement strategies. This can be done through audience segmentation and re-engagement tools for campaigns. Omnichannel attribution and fraud prevention will also enable brands to accurately track performance while protecting their budgets.

April Tayson, Adjust regional vice president for INSEAU, commented, “In the Philippines’ fast-growing app market, brands must now shift their focus from growth alone to sustained performance. By leveraging data-driven insights, marketers can optimise the user experience, turning installs into loyal, long-term customers. This is how brands in the Philippines, and the rest of Southeast Asia, can win the long game.”

“We’re entering a phase where install growth is just the beginning. Being the most downloaded app is not enough – it’s about being the most retained, most used and most valued. At Adjust, we help brands measure and understand user behaviour, optimise retention strategies and make data-driven decisions that fuel long-term engagement and growth,” Tayson added.

Singapore – Airlines group Star Alliance is highlighting the significance of seamless interline trips in its latest global brand campaign. ‘The Rhythm of Excellence’ campaign was created in collaboration with independent creative agency The Secret Little Agency (TSLA).

Reinforcing its purpose of making journeys seamless across its network of 25 member airlines, Star Alliance shows scenes behind multi-carrier travel. It spotlights the coordination and rhythm between people to make travel convenient.

Through a film, Star Alliance and TSLA capture operational challenges behind interline travel, turning them into an emotionally resonant journey. Accompanied by jazz music to represent the flow of seamless trips, the film uses visual and sonic elements to show operational excellence.

It was filmed in Tokyo Narita and Singapore Changi, the busiest connected hubs, to capture the authenticity of travel while incorporating rhythm, precision, and design.

The key visuals of the campaign are also reminiscent of musical bars. It visually captures the campaign’s concept of an orchestrated rhythm among Star Alliance’s member airlines.

“With The Rhythm of Excellence, we wanted to capture the flow of a well-planned, well-timed and well-connected journey. One made possible by harmonising the strengths of 25 airline partners across the globe. Like a jazz ensemble, each airline plays its own tune, intricate, dynamic, yet together, they move in effortless sync that creates a rhythm built on shared service standards, where every moment leads seamlessly into the next, creating a travel experience that flows,” Mavis Neo & Nicholas Ye, co-chief creative officers at TSLA, said.

“One that passengers can feel, even if they don’t see it. This film was crafted to communicate Star Alliance’s role in enabling this flow across time zones, continents and touchpoints across our planet,” Neo and Ye added.

Renato Ramos, vice president, corporate strategy at Star Alliance, commented, “This campaign expresses the heart of our role and purpose as the enabler of seamless interline journeys. Customers mostly engage directly with our Members. It’s through their operations that our initiatives are brought to life — from check-in and baggage handling to lounge access and loyalty rewards. This rhythm, collectively built, truly defines this Alliance experience.”

Hong Kong – Bausch + Lomb has partnered with Metta/We Are Social Hong Kong to launch a new social-first campaign for its ULTRA ONE DAY contact lenses, flipping the script on traditional celebrity marketing.

Building on the success of their previous collaboration with singer and actress Marf Yau, the new “2.0” campaign moves beyond the traditional ambassador model, putting her creativity and influence at the heart of its development.

Reflecting this approach, the social-first campaign focuses on content designed to meet users where they are—on their phones, seamlessly integrated into their social feeds. It also marks the first phase of the “2.0” rollout, with more social-native content and community-driven initiatives set to follow.

Kathy Wong, general manager of Metta/We Are Social HK, said, “Today’s audiences expect more than polished visuals—they respond to authenticity, spontaneity, and shared creativity. This campaign exemplifies a true co-creation between Bausch + Lomb and Marf, where she has flexibility in the creative control—from choreographing dynamic dance sequences to actively inputting in the video’s execution.”

Wong noted that the collaborative approach goes beyond the traditional endorsement model, enabling the campaign to more effectively communicate the benefits of ULTRA ONE DAY contact lenses. Rather than focusing solely on dryness, the messaging highlights all-day comfort that complements Marf Yau’s energetic lifestyle and connects more authentically with her fanbase.

By involving Yau directly in the creative process, the campaign moves from simply featuring her to co-creating content that feels more personal, relatable, and engaging.

“While the vertical video format has become commonplace, our focus goes beyond mere adoption. We are meticulously crafting content that truly reflects today’s viewing habits and understands the nuances of each platform’s algorithms. For us, success isn’t just about fitting in; it’s about creating impactful content that feels inherently native to the environment and captures attention authentically,” Wong shared.

“Social platforms aren’t just media channels—they’re dynamic spaces full of creative potential. When brands and creators co-own the storytelling, that’s where real impact happens,” she added.

Philippines – Sleep brand Emma Philippines has appointed digital agency Greenpark as its social influencer strategy and engagement partner. The move marks a significant step in the mattress brand’s local marketing approach.

Nabbing Emma’s social influencer strategy remit, Greenpark reinforces its commitment to revolutionising creator marketing in Southeast Asia. Greenpark aims to advance Emma’s mission of becoming the ‘most trusted sleep partner in the Philippines’ through a unique social-search driven engagement model.

Greenpark’s approach centres on delivering relevant content to Emma’s audiences, considering value and timing to avoid becoming intrusive. 

Through a campaign, Emma is repositioning itself as a functional sleep product, reaching audiences through content creators. It leverages search behaviour across Instagram, YouTube, and TikTok to ensure relevance in creator selection and storytelling.

Aligning content with informational intent, Emma’s campaign aims to integrate Emma into cultural conversations as part of the larger self-care movement.

Through the partnership, Emma Philippines and Greenpark are poised to redefine how wellness brands engage with their target audiences in the Philippines.

“At Greenpark, we believe that the best social strategies are built on more than just trends and historical performance data. What many brands are still overlooking is the power of Social Search insights—and that’s where we’re changing the game,” Que Ramli, head of social at Greenpark APAC, said.

“Working with Greenpark is a breeze. The team is highly collaborative and given their market knowledge and tools used, they are able to provide a very insightful proposal with concrete next steps,” Calvin Theodore Ang, country lead of Emma Philippines, commented.

“It’s our first time working with Greenpark and I was particularly impressed by their data- driven approach and attention to detail in the recent creator strategy pitch,” Nicolle Bueno, team lead, influencer & affiliate marketing of Emma APAC, said.

Singapore – Meta has named Nicole Tan its new country director for Singapore, effective June 2, 2025.

In her new role, Tan is responsible for digital empowerment and innovation, leveraging AI to grow businesses in Singapore, supporting its digital economy.

Tan brings over 25 years of experience, with expertise in business leadership, strategic growth, and community engagement.

Before the appointment, Tan led Meta’s operations in Malaysia, advancing digital adoption, forging partnerships, and driving growth for nine years.

She has also held leadership roles at JWT Malaysia before joining Meta.

“Nicole has a deep understanding of what businesses and communities across Southeast Asia need to thrive in a digital world. I’m confident that her experience and inclusive approach will provide strong leadership in shaping our next chapter in Singapore – an important hub for innovation and regional collaboration,” Benjamin Joe, vice president, Southeast Asia and emerging markets at Meta, said.

Tan commented, “Singapore is a dynamic market that is spearheading Southeast Asia’s digital transformation. I’m excited to work with the team and our partners here to help more people and businesses unlock growth through technology and build meaningful connections in the digital economy.”

Last year, Meta unveiled ‘Movie Gen,’ an AI-powered tool to help creatives generate video and audio based on prompts.

Singapore – Footwear and apparel brand Skechers has partnered with creative agency We Are Social Singapore to launch the AI-powered retail assistant ‘Luna.’ The AI assistant, placed in its Punggol Coast Mall store, aims to enhance customers’ shopping experience.

As an AI-powered personal stylist, Luna recommends clothes based on customers’ styles and preferences. Through an interactive kiosk or Telegram, customers can get real-time personalised product suggestions.

The retail assistant uses a collection of AI models, enabling speech-to-speech communication with customers. Through Luna, customers can conveniently shop online and offline, enhanced by personalised recommendations. 

The activation is available at Skecher’s store for a limited time.

Irene Lee, senior general manager at Skechers Singapore, said, “As a comfort technology brand, harnessing new and innovative solutions to connect with our customers is part of our DNA. With the opening of our new store in Punggol Digital District, it enhances customers’ retail journey with a unique, social, and interactive experience with Luna.”

“The emergence of AI speech-to-speech technologies is powering an agentic AI revolution that forms the backbone of future consumer-facing systems. Luna is an additional touchpoint for Skechers to complement its innovative retail experience, uniting retail and online environments into a seamless ecosystem. This integration empowers brands to strengthen customer relationships and drive dynamic, two-way conversations that connect the shop floor and customers’ phones,” Manolis Perrakis, innovation director at We Are Social Singapore, commented.