Tag: Marketing

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.”

Singapore – Matthieu Muniz, most recently the regional chief marketing officer for Asia-Pacific at Reckitt, will be stepping down from the company in April in favour of a new opportunity in the United Kingdom. It is worth noting that this marks the end of Matthieu’s 11-year streak with Reckitt.

In a LinkedIn post, he said that he will be seeking a new leadership role in the UK, and he is grateful to work alongside his Reckitt colleagues.

“Driving transformational growth has been my true north. It has been incredibly rewarding: leading teams and steering business units across consumer healthcare, personal care & medical devices, globally, regionally and in market. We reshaped growth trajectories in ways that seemed impossible! To all my Reckitt colleagues, and agency partners, I have been so privileged to lead and be led, work with, for and alongside you all,” he stated.

During his most recent role, Matthieu oversaw the end-to-end marketing function for a diverse portfolio for Reckitt, managing across FMCG, OTC, consumer health, and HCP-led categories. He also handled the P&L for Reckitt’s health division and report directly to the APAC SVP, playing a key role in regional and global leadership teams.

He also served as the company’s marketing director for the Philippines between 2018 to 2020, where he led a 36-member team across marketing, media, consumer insights, HCP, and performance marketing. He was also fully responsible for P&L, market share growth, and digital transformation. Moreover, he reversed a 5-year business decline of the brand, turning the Philippines into a high-growth market for Reckitt.

Moreover, he also served as the brand’s global marketing director for white space innovation. In it, he built and led a high-growth startup within Reckitt, leveraging digital innovation for transformative growt. He also led new category entries, developing a diverse portfolio of products, services, and digital solutions; as well as leading a multidisciplinary team across marketing, digital, SaaS, R&D, medical, regulatory, and commercial.

Reckitt recently partnered with GrabAds to elevate brand visibility and drive sales across Southeast Asia by harnessing GrabAds’ retail media network (RMN) capabilities.

Through GrabAds’ RMN capabilities, Reckitt brands can precisely target high-value Grab consumers while tapping into Grab’s broader online-to-offline (O2O) ecosystem, including GrabMart and its delivery network, for instant product delivery to consumers.

Singapore – Consumers in Southeast Asia (SEA) are eager to upgrade their devices in the next 12 months, according to a report from GrabAds, super app Grab’s advertising arm.

GrabAds’ report reveals that 50% of the app’s users are planning to upgrade their phones, while 34% are considering home appliances. Others are eyeing laptops (30%) and tablets (25%).

The report highlights an opportunity for telcos to align their marketing strategies towards consumers’ connectivity demands, with the average user having four connected devices. This includes smartphones (89%), laptops (72%), and smart TVs (69%).

As a result, users are seeking mobile data speed, with 25% willing to switch providers offering better data services and value.

Consumers are particularly interested in bundled packages, with potential subscribers preferring streaming services (62%), mobile discounts (55%), and home devices (45%).

Meanwhile, 72% of phone upgraders cite in-store experience as key to driving their purchase. 

Additionally, GrabAds reports that family decision-makers heavily influence digital purchases in SEA. Parents with children aged 10 and above are also a key smartphone demographic, as they prioritise learning and connection.

“Grab’s SEA consumers are actively looking for better connectivity, smarter bundles, and faster devices. GrabAds enables brands to reach these decision-makers at key moments throughout their daily routines, to stay top-of-mind and influence purchasing decisions in a way that feels relevant and seamless within people’s lives,” Jennie Johnson, head of marketing at GrabAds, said.

Singapore – Creative agency VML Singapore and menstrual care brand Blood is breaking menstrual taboos in its latest ‘Period Squad’ campaign. The newly launched campaign aims to dismantle outdated perceptions of menstruation, encouraging open dialogue.

The ‘Period Squad’ features the characters Crampy, Spotty, Moody, Sleepy, and Paddy. Through the characters, it shows common period symptoms while promoting authenticity in portrayals of menstruation.

Collaborating with production company Piloto and sonic branding agency Sixième Son, the campaign kicked off with a music video. Depicting realistic experiences, the video advocates for unfiltered portrayals, even showing blood leaks. 

Through the campaign with VML Singapore, Blood assures women that they can be unapologetic regardless of how their period experience looks like.

To engage with Gen Z, Blood and VML Singapore transformed the ‘Period Squad’ as content creators on TikTok. Through generative artificial intelligence and motion capture technology, the characters became able to react to relevant events in real-time to amplify the campaign.

Blood and VML Singapore also share plans to introduce the ‘Period Squad’ into retail spaces and merchandise.

“Gen Z listens to creators more than brands. That’s why we created our influencers, the Period Squad. Our vision is for them to be part of the culture. And with social trends lasting no more than a week, we needed to find a way to make 3D animated content agile enough to keep up with that pace. And now it’s possible to shoot anyone with the motion capture model and create and post content within minutes,” Mateusz Mroszczak, CCO at VML Singapore, said.

Peck Ying, Blood co-founder, commented, “The cramps, the fatigue, the breakouts, the mood swings…Periods aren’t ‘cute,’ and we’re right there with you. Only when we normalize these symptoms can menstruators feel unapologetic about them.”

“Periods aren’t cute, so people are uncomfortable having conversations around them. And so it’s through cute characters that people relate to, like the Period Squad that we’re going to be able to start conversations and reshape people’s views around periods,” Hinoti Joshi, global managing partner at VML Singapore, said.

Singapore – Singaporeans are using more social media platforms monthly, despite the overall decline in their average time spent online, according to Meltwater and We Are Social’s report. 

According to the report, the average Singaporean uses 7.2 social media platforms monthly, increasing by 4.3% from last year. However, daily time spent on social media has dropped by 8.4% to 2 hours and 2 minutes. 

Out of the top ten most downloaded mobile apps in Singapore, social media platforms accounted for six spots. TikTok remains the top platform consuming users’ time, averaging 34 hours and 29 minutes per month. YouTube ranks second, with users spending an average of 29 hours and 45 minutes monthly.

WhatsApp is the most preferred platform, used by 80.1% of Singaporeans monthly, with 30.4% favouring the messaging app. Meanwhile, 15.3% prefer Facebook and 14.2% opt for TikTok.

Chat and messaging remain the most used apps and websites by Singaporeans (97%) followed by social networks (95.9%).

Additionally, social media advertising continues to grow, seeing a 15.9% increase in advertising spend while influencer advertising rose by 13.6%.

Nai Yen Wang, managing director at We Are Social Singapore, commented, “The latest Digital 2025: Singapore report highlights the impact that the emergence of newer platforms has had on social media consumption in the nation. With more platforms and less total consumption time, brands need to invest in smart social media strategies to ensure they stay top of mind with their target audience.”

MARKETECH APAC and UpTech Media’s Empowered Women Awards 2025, the latest collaborative initiative celebrating the contributions of women leaders in marketing and technology, has officially announced the first lineup of its distinguished jury panel.

Comprising a diverse group of accomplished professionals across the Asia-Pacific region, the panel brings a wealth of expertise and industry insight to assess nominations across all categories meticulously. These esteemed judges will play a pivotal role in recognising and honouring visionary women who are driving innovation and excellence in the ever-evolving marketing and technology landscape.

The first lineup of jury members includes: 

  • Danielle Eleazar-Ocampo, Head of Consumer & Brand Development at Angkas Philippines
  • Priyanka Bisen Shah, Head of Digital Marketing at Bajaj Auto Pvt Ltd.
  • Simone Tam, Group & Creative CEO, Greater Bay Area and Hong Kong at dentsu
  • Linda Hassan, Chief Marketing Officer- MSK at Domino’s Pizza Malaysia and Singapore
  • Reiko Kwok, Executive Vice President, Marketing Asia & General Manager Hong Kong at Exinity Group
  • Syahriza Badron, Managing Director at FCB SHOUT
  • Brenda Maderazo, Deputy Director, Marketing at Health Promotion Board
  • Rochelle Chhaya, CEO of Hearts & Science Asia Pacific and Omnicom Media Group Thailand
  • Evangeline Leong, Founder and CEO at Kobe
  • Raushida Vasaiwala, Strategic Advisor | Martech & SaaS Sales
  • Munas van Boonstra, Managing Director, Southeast Asia at Monks
  • Patricia Saez, Managing Director at NuWorks Interactive Labs, Inc.
  • Lavina Tauro, Vice President, Marketing & Country Manager, Myanmar at Viu

Set to conclude with an esteemed in-person awards ceremony on June 26, 2025, in Manila, this event will serve as a tribute to innovation, leadership, and the fearless women who are breaking new ground in their industries.

The Empowered Women Awards 2025 will feature 46 distinct categories, spanning individual achievements, marketing excellence, technological advancements, special honours, and the prestigious grand prix. Each category will recognise three outstanding winners, who will receive Bronze, Silver, and Gold accolades.

The judging criteria for the awards are as follows:

  • People Categories
    • Business Contributions (30%)
    • Leadership (30%)
    • Industry Influence (40%)
    • Women Empowerment (Bonus Point – 5%)
  • Marketing Campaign Categories
    • Problem (20%)
    • Strategy (25%)
    • Execution (25%)
    • Results (30%)
  • Tech Innovation Categories
    • Objective (30%)
    • Tech Implementation (30%)
    • Business Impact (40%)
  • Special Awards
    • Best Women-Centric Campaign
      • Societal Impact (20%)
      • Industry Influence (20%)
      • Strategic Impact (30%)
      • Business Growth and Effectiveness (30%)
    • Best Women Leader of the Year
      • Business Accomplishments (20%)
      • Leadership (20%)
      • Industry and Community Contributions (30%)
      • Women Empowerment (30%)

Key dates related to the awards ceremony this 2025 are as follows:

  • Early Bird Deadline – 4 June 2025
  • Entries Deadline – 4 July 2025
  • Judging Period – 14-25 July 2025
  • Finalists Announcement – 5 August 2025
  • Awards Night – 26 September 2025

To find out how to participate in this prestigious award series, click HERE to learn more about the Empowered Women Awards 2025.

For sponsorship opportunities, please contact Joven Barceñas ([email protected]); for judging opportunities, please contact Ivy Alamo ([email protected]); and for nominations, please contact Denise Obispado ([email protected]). 

At the heart of loyalty strategies are genuine connections with customers, formed by memorable experiences. These experiences are always behind an enhanced customer lifetime value. The focus is not merely on attracting new customers, but on nurturing existing relationships to bring sustainable growth.

Recognising this, Henry Christian, in his new role as head of loyalty & customer digital transformation at Metro Singapore, is prioritising customers and their experiences to foster loyalty.

In an exclusive interview with MARKETECH APAC, Henry shares his strategies to make Metro Singapore’s customers feel valued, building lasting and meaningful relationships. To meet their expectations, his goal is to nurture true loyalty built on trust and value, enhancing customer journey.

Prioritising customer experience

As a leader in loyalty and customer relationship management, Henry’s primary focus is on caring for customers and making them feel these efforts. Recognising the importance of each customer, Henry prioritises creating remarkable experiences for them.

“It’s not just about transactions—it’s about making every touchpoint special and meaningful,” he said.

As Metro Singapore aims to attract new customers, Henry says it is also focusing on its current loyal customers, who are “at the heart” of their business. To him, caring for customers to make them feel valued is the company’s utmost priority.

“While we embrace innovation and nurture future customers, we must also recognise and reward our existing customers’ loyalty,” he said.

Building the ‘The Loyalty Program’

Prior to his appointment at Metro Singapore, Henry has held leadership roles in various companies, including GoTo Group and NTUC Link. Having a rich experience in ensuring customer loyalty, he shares his key strategy: enabling teamwork.

“It’s never about me—or any single individual in the company. Customer loyalty is never won by one person alone. It’s the collective effort of every team member working together. The entire company must think of itself as The Loyalty Program,” Henry said.

As he steps into his new position at Metro Singapore, he plans to bring a culture of collaboration with him.

“What’s more powerful than any single strategy is a culture—a culture where everyone collaborates to delight our customers through outstanding service and exceptional products. That’s the environment I aim to cultivate at Metro,” he shared.

However, fostering loyalty is not always a smooth sailing journey, especially as ever-changing customer expectations necessitate more complex strategies.

Henry also sees challenges in budget and how the strong Singaporean dollar draws customers away from local retailers and into overseas shopping. Nonetheless, he also sees opportunities to act upon.

“While ‘Design, Quality, and Value are table stakes in our business, the way we engage customers must evolve. There’s a huge opportunity to collaborate with our brand partners and external stakeholders to co-create a sustainable ecosystem—one that benefits Metro, our partners, and most importantly, our customers,” he said.

Innovating approach to brand loyalty

At Metro Singapore, Henry’s approach to innovation in brand loyalty is simple: a return to basics. To strengthen Metro’s loyalty strategies, he explains the essence of first understanding what makes the brand attractive to customers. Knowing its strengths, these characteristics can be amplified.

“At the same time, we can’t wait for future customers to walk through our doors—we need to meet them where they are. It’s about engaging them in their spaces and bringing Metro to them, rather than waiting for them to find us,” he said.

When asked about his vision for the future of marketing in Singapore’s retail landscape, he said, “I don’t have a crystal ball. But one thing is clear—every marketing leader is talking about the same thing: the disruption and amplification of marketing through AI.”

“If harnessed correctly, technology will help us do what we’ve been saying is important for years—personalisation, data-driven marketing, timely engagement, and experiential marketing,” he added.

However, Henry highlights the importance of strategy, citing how a bad one cannot be salvaged by even the best of technologies. To him, mastery of the basics should always be at the foundation of a business.

“Metro is celebrating its 68th anniversary this year—and I want us to celebrate our 100th and beyond. Staying relevant for the next decades means building the right foundation today, one that will carry us into the future,” he concluded.

As his vision for Metro Singapore transcends mere transactional relationships, Henry champions an approach where technology and the fundamentals of service are balanced. Through his efforts with his team, the company is paving a future where brand loyalty becomes the foundation on which Metro Singapore can build and maintain its legacy.

The continued advancement of available technologies has added a hitch in the advertising industry, widely experienced by brands — the expanding number of channels needed to traverse in a single campaign. While technology undoubtedly greatly contributes to making campaigns easier, it also adds a degree of complexity in one aspect.

In MARKETECH APAC’s latest What’s NEXT in Marketing interview with StackAdapt’s Asia-Pacific vice president of sales, Liam McCarten shares how channel proliferation, whether deemed a minor issue or advantage, can be navigated with artificial technology (AI) to innovate campaign performance.

Means of attribution, measurement that empowers

There is a constant increase in marketing complexity as time passes, with customers gaining multi-channel journeys in their brand interactions across various touchpoints. As 2025 begins, attribution and measurement remain a priority.

More specifically, Liam suggests that multi-touch attribution models and incrementality and measurement solutions will continue to be at the forefront of innovation that will ensure a holistic view of the consumer journey, but with the added aspect of tracking offline conversions.

By prioritising solutions that address the current needs of marketers, Liam shares how this can empower brands beyond providing efficiency.

“One of the things that we focus on just at the product level is allowing our partners to make data-driven decisions with ease, so at the root of what we’ve built is a unified dashboard that allows our client to consolidate performance data across a number of channels,” Liam said.

“This provides clients with a comprehensive view of performance. It then allows them to make quick, informed, and real-time data decisions. This enables three core things: planning of advertising, execution of advertising, and analysis of their programmatic advertising campaigns,” he said.

Apart from using the company’s own data to deliver this, StackAdapt works with its partners for third-party data, enriching its analysis of audience behaviour and campaign performance.

“At StackAdapt, we’ve developed a number of in-house tools that measure across the funnel. Something that we’ve built is StackAdapt Football Attribution. This helps brands and agencies track offline impact, thus allowing them to understand how online ads drive offline outcomes, such as store visits,” Liam explained.

Revolutionising with AI

At the core of the evolving means of attribution and measurement is AI, which has ultimately revolutionised every aspect of executing campaigns. Liam shares how at StackAdapt, AI has innovated decision-making, targeting, and campaign performance.

“From a decision-making perspective, we focus on real-time bidding analysis, particularly around bid stream data to ensure that the right impressions are aligned to the right campaign goal, and ultimately, our partners get the most out of their ad budgets,” he said.

To improve targeting, Liam highlights how StackAdapt’s ‘Page Context AI’ tool personalises ad placements using audience browsing behaviour. According to him, targeting will remain hyper-personalised, enhancing its analysis and giving way to predictive analytics.

Additionally, Liam observes how advancements in AI make fraud prevention easier while eliminating other manual tasks.

“As we see advances in large language modules and AI agents, it’s going to revolutionise all the tedious aspects of media workflows, whether that be creating basic media plans, analyzing data sets quickly for initial observations, or creating efficiency and processes that will allow marketers to refocus their efforts in more high-value areas,” he said.

However, Liam goes beyond efficiency as the main benefit of leveraging technology. More specifically, he is concerned with the kind of AI innovation and the differentiation that can be observed in the competitive market.

“I think it’s really important to not be so focused on just efficiency, which is where the conversation is ultimately today, but on how it can deliver performance and growth and innovation,” Liam said.

Cross-channel strategies

With the advancement of AI comes the multiplication of channels needed to traverse the marketing industry.

“We’re at a point where we’ve never seen such a proliferation of channels in the digital marketing ecosystem. And I have a lot of empathy for brands and agency leaders with the volume of channels and platforms that they’re required to navigate,” Liam said.

In this regard, Liam emphasises how it is essential to build uniformity to simplify processes, which is among StackAdapt’s priorities. He shares how the platform provides a single view that, beyond simplifying workflow, delivers rich insight for cross-channel strategies.

“The reality is, if you look at the marketing ecosystem, channel proliferation is not going to slow down. It’s probably going to increase. Being able to manage that with a finite amount of resources is something that we really double down on and a lot of value that we bring our partners,” he said.

Through StackAdapt’s user-friendly platform, Liam says they seek to aggregate usable and actionable data, ensuring impactful performance for brands across channels, all while empowering their decision-making.

To view the full discussion, watch the video interview here:

Singapore – Levi’s has released the second chapter of its ‘REIIMAGINE’ campaign starring Beyoncé. Titled ‘Pool Hall,’ it builds on Levi’s recent campaign reimagining the brand’s decades-old advertisements.

Aiming to highlight Levi’s denim as timeless and versatile, ‘Pool Hall’ draws from a 1991 advertisement of the same title. It also intends to showcase Levi’s legacy over the years.

Levi’s first ‘REIIMAGINE’ chapter, titled ‘Launderette,’ took inspiration from its 1985 advertisement.

The film, directed by Melina Matsoukas, features Beyoncé modelling Levi’s denim in a pool hall setting alongside actor Timothy Olyphant. 

Supplemental images also highlight Levi’s denim products, customised to reflect individuality.

‘Pool Hall’ rolls out globally on television, digital, social media, out-of-home, and brand activations.

The campaign was made in collaboration with TBWA\Chiat\Day LA and de la revolućion/PRETTYBIRD.

“There isn’t another wardrobe piece that evokes comfort, modern elegance, classic Americana attire, and nostalgia the way denim does. And when I think of all those things, I think of Levi’s,” Beyoncé said.

“For the second chapter in our collaboration, we had even more fun in reimagining the denim-on-denim narrative, through the lens of a woman, who can be sexy, bold and a fierce competitor, all at once. We wanted to celebrate the duality of grace and power,” she added.

“Levi’s has always built on its rich denim history, reinterpreting it in new cultural moments and proving that reinvention is at its core. Pool Hall honours our heritage while breaking new ground, giving fans a chance to personalise their Levi’s and express their unique style,” Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co, said.