Tag: Marketing

Singapore – Changi Airport has refreshed its ‘Changi Millionaire Experiences’ campaign to offer its shoppers a chance to win luxury travel experiences.

The campaign, which quarterly draws winners, provides the chance for participants to visit a destination with a companion, allowing them to choose from five locations.

Besides the travel, the winners will also be treated to gourmet dining, cultural immersions, and other luxury activities. The winning packages include suite-class flights, accommodations, private tours, and personal concierge services.

Participants can choose to travel to the beach in the Bahamas, safari in South Africa, experience the snow in Finland, embark on a couture tour in Paris, or take a retreat in Kyoto.

Additionally, eligible participants will also enter the grand draw at the end of the year, gaining the chance to win a Porche Taycan. This applies to shoppers with a minimum spend of $50 on a single receipt. Shoppers who use iShopChangi or Changi Pay can double their winning chances, while members of Monarch can get four times the chance to win the grand draw.

As part of the campaign, eligible participants can also purchase an item from Changi Editions, its new collectible series designed in collaboration with Triologie. The items are inspired by Changi and the act of travelling, reflecting Singaporean stories. 

Additional items in the collection are set to be released in March.

Chandra Mahtani, senior vice president for Airside Concessions at Changi Airport Group, said, “We are constantly exploring new ways to surprise and delight our customers, and this year’s revamped ‘Changi Millionaire Experiences’ campaign reflects Changi’s commitment to stay on top of the latest trends in retail-tainment. As consumers increasingly seek personalised experiences, we have infused the signature Changi touch into a curated selection of luxury travel packages. With five premium options tailored to diverse traveller profiles, shoppers can look forward to even more chances to create unforgettable memories, simply by shopping at Changi.”

Manila, Philippines – The Jollibee Group, a multinational company operating fast food restaurants, has opened the first Tiong Bahru Bakery in the Philippines, also the Singapore bakery’s first international branch.

The new Tiong Bahru Bakery branch is located at the Verve Residences Tower 2 in Bonifacio Global City, Taguig, and is open from 7 a.m. to 10 p.m. daily.

The bakery is known for its handmade pastries which use French ingredients, specifically for its croissant, Pain Au Chocolat, and Kouign Amann among others. It also offers coffee, sustainably sourced from Common Man Coffee Roasters.

Besides using French ingredients, Tiong Bahru Bakery also honours traditional techniques in its creation of pastries.

Jollibee Group unveiled its plans to bring Tiong Bahru Bakery and Common Man Coffee Rosters in the Philippines last year through a joint venture with Food Collective, Pte. Ltd.

“Introducing Tiong Bahru Bakery to the Philippine market aligns with our commitment to providing Filipinos with exciting, world-class dining experiences,” Ernesto Tanmantiong, global president and chief executive officer (CEO) of the Jollibee Group, said.

“This marks the first international branch of Tiong Bahru Bakery, and we are proud to open it here in the Philippines. We deeply appreciate the support of our exceptional partners—Titan Dining, Ayala Malls, and Bonifacio Global City—who have been instrumental in bringing this vision to life. We look forward to seeing this collaboration thrive, blending local and global culinary traditions, as we continue spreading the joy of eating,” Tanmantiong added.

“For years, the Tiong Bahru Bakery has been synonymous with serving the epitome of croissants and an array of delectably unique creations. Now, with its arrival in the Philippines, we want the location to be the people’s go-to spot where they can indulge in freshly baked products while soaking in the store’s inviting ambiance,” Joseph Tanbuntiong, CEO of Jollibee Group Philippines, commented.

“Our signature croissants take three whole days to perfect—a process that involves careful fermentation, layering, proofing, and baking to achieve that golden, flaky finish that we and our customers love. These techniques are a testament to the skill and dedication of our bakers and our belief that great food is worth the time and effort,” Matt McLauchlan, Tiong Bahru Bakery’s general manager, said.

Vietnam – The United Nations Children’s Fund (UNICEF) is promoting its nutrition programs in Vietnam through the ‘Malnutrition Plates’ campaign.

The campaign, in collaboration with Dentsu Vietnam, highlights porcelain brand Minh Long’s collection of ceramic plates as part of the advocacy. ‘Malnutrition Plates’ aims to use everyday tableware as symbols to make the overlooked malnutrition issue visible.

With the objective of raising funds for UNICEF’s nutrition programs, the campaign engages audiences through impactful designs on tableware while unveiling relatable statistics about the issue.

Minh Long’s plates are available for purchase at its official website, e-commerce platforms, and some retail outlets in Vietnam. Proceeds from the sales will support UNICEF’s meal provision, healthcare worker trainings, and family assistance.

The campaign includes social media activations, influencer endorsements, events, and storytelling.

“With Malnutrition Plates, we wanted to ignite the power of artistic storytelling while combining the unique synergies between design, data, and purpose to transform a traditionally static product and abstract data into an impactful awareness tool that can create both a cultural and a social force for good in Vietnam. We are grateful to be able to take our innovation to drive tangible support for UNICEF’s nutrition program with this campaign, especially with malnutrition being widespread problem for so many children in Vietnam,” Livio Grossi, executive creative director of Dentsu Redder, commented.

Singapore – Omnicom Public Relations Group (OPRG), a network of communications and consulting agencies, has named Mei Lee as senior vice president and managing director in Singapore. Lee is set to focus on expanding the agency’s presence, capabilities, and clients in the Singapore market.

In her new role, Lee will report to Joanne Wong, Asia-Pacific (APAC) president and senior partner at FleishmanHillard, which manages the Singapore operations of OPRG.

Lee has accumulated over 22 years of experience in strategy consulting, marketing, digital transformation, media, and general management. Prior to the appointment, Lee was a partner at Boston Consulting Group in Singapore, working with clients across APAC, Europe, Africa, and the United States.

Lee has also worked with Lazada as its senior vice president of strategic marketing. She also served as senior vice president of digital, customer relationship management and e-commerce in APAC at COMO Group. She also held senior roles in Conde Nast, J. Crew, Omnicom Media Group, and The Walt Disney Company.

“We are thrilled to welcome Mei onboard. Her expertise and fresh perspectives are exactly what we needed as we elevate our offerings across the APAC region to address the increasing complexity our clients face in today’s convergent world. Mei’s unique blend of digital transformation expertise, inspirational leadership and deep management consulting experience make her the ideal leader to drive our Singapore operation, a vital hub of our APAC business, into its next phase of growth,” Wong commented.

“As clients increasingly seek agency partners that can marry strategic insights with full- impact execution to deliver meaningful business outcomes, we are uniquely positioned to meet such demand as one of the largest and most experienced communications advisors globally and in APAC. Mei’s arrival will be instrumental in shaping our success as we continue to strengthen this market position in 2025 as our top strategic priority,” Wong added.

“The future of communications is business-informed, data-driven and technology-powered, and I am excited to join an organisation that has the expertise, scale, agility and vision to lead this evolution. OPRG has built a strong foundation in Singapore with an incredibly talented and dynamic team, and I look forward to working with everyone to build on this momentum, expand our capabilities and further differentiate ourselves as a trusted business partner in the market that delivers value beyond traditional PR for our clients,” Lee said.

Singapore – Xero, a global small business platform, has refreshed its brand to highlight its promise of delivering customer success and growth.

Introducing its new tagline, ‘Your business supercharged,’ Xero is realigning its brand promise, reflecting its commitment to helping small businesses gain the right tools, insights, and connections.

Xero teamed up with brand consultancy Interbrand to carve the global positioning, supported by market research firm Insights Exchange for large-scale research in various geographies.

In line with the brand evolution, Xero is set to launch a marketing campaign across Australia, New Zealand, the United Kingdom, the United States, South Africa, Canada, and Singapore.

“Our platform is more powerful, personalised and automated than ever before and ‘Your business supercharged’ synthesises the overall benefit our customers have come to know and expect,” James Kyd, executive general manager of brand and marketing at Xero, said.

“Small business owners know what’s best for their business and accountants and bookkeepers play a pivotal role in helping realise these aspirations. ‘Your business supercharged’ reflects this while also acknowledging the role Xero plays – by providing an intuitive platform, actionable insights, and access to an expert community,” Kyd said.  

“In developing ‘Your business supercharged’, we engaged in extensive conversations with small businesses and their advisors. This feedback played a crucial role in shaping the platform, ensuring it resonates with the needs and aspirations of our customers. They expressed a strong belief that ‘Your business supercharged’ effectively captures how Xero can help them to unlock growth and achieve the freedom they desire,” Kyd added.

Singapore – Communications agency Mutant has promoted Abraham Christopher as its new regional head of client success, formerly its head of public relations and social media.

In his new role, Christopher will lead efforts to deliver transformative communication solutions to its clients while driving agency growth across Southeast Asia. He will focus on helping Mutant’s clients meet their business and communication objectives amidst the dynamic economic landscape.

Christopher joined Mutant in 2021 and has since then helped in regional business development during its expansion in Singapore, Malaysia, Indonesia, and Thailand. In his former role, he secured high-profile clients while boosting the agency’s capabilities.

With over ten years of experience in the industry, Christopher showcases an expertise in public relations, social media strategy and crisis management.

Mutant’s client portfolio includes Sport Singapore, Epson, SEEK Asia, M1, Disney+, and Brown-Forman.

Singapore – Publicis Groupe Asia Pacific has appointed former OMD USA executive Suhaila Hobba as its new APAC global client partner – transformation, reinforcing its commitment to driving client growth and innovation across the region.

Hobba brings 25 years of global media experience spanning agency leadership, ad tech sales, and client-side transformation, with key roles at Amazon, Yahoo, Omnicom, and IPG.

In her new role, Hobba will join the leadership team driving transformation for Publicis Groupe’s key global clients across APAC. She will relocate from Los Angeles to Singapore, where she will report directly to Asia Pacific CEO Jane Lin-Baden.

Hobba will work closely with capability leads and in-market champions to craft strategic solutions and implement transformation initiatives that support clients’ growth ambitions. This includes spearheading the integration and adoption of Publicis Groupe’s AI technologies to deliver measurable impact in the fast-evolving APAC market.

Commenting on the appointment, Lin-Baden said, “As we accelerate our growth in 2025, we have made strategic hires to strengthen our regional leadership team. We are delighted to welcome Suhaila Hobba to the Publicis family, and I am confident that Suhaila’s global experience and expertise will be a great asset to our team in empowering clients in their transformation agenda.” 

Before joining Publicis Groupe, Hobba was chief media officer at OMD USA, leading media, content, and commerce strategies to drive client growth. Previously, she served as global head of digital at Amazon’s in-house agency, MODE, where she built programmatic and paid social capabilities. Over the past decade, she has specialised in integrating data, technology, and innovation to position organisations for long-term success.

“I’m thrilled to join Publicis Groupe at a time when its investment in AI and innovation is leading the way in transformation. By harnessing strategic vision in combination with technology and AI, we can deliver meaningful impact for our clients. I look forward to working with the teams across the region to dive deep into our clients’ businesses, uncover opportunities, and help them accelerate growth and scale,” Hobba shared. 

Singapore – SEEK, which operates the online employment marketplace Jobstreet, has announced its new leaders in Singapore and Malaysia as part of its growth strategy in the region.

SEEK has appointed Vic Sithasanan and Nicholas Lam as managing directors (MD) in Singapore and Malaysia, respectively. In their new roles, Sithasanan and Lam focuses on spearheading business growth and expansion while enhancing operations.

Sithasanan previously led the company’s operations in Malaysia for three years. During his tenure, Jobstreet saw significant financial growth in the country and strong partnerships with employers.

Before joining SEEK, Sithasanan also held senior leadership roles in the digital technology sector across businesses in Asia.

Meanwhile, Lam was formerly the regional head of growth and monetisation for Asia at SEEK, during which he contributed to the company’s regional expansion. When he first entered the company in 2018, he led the regional customer experience and service operations across different Asian markets.

Lam has also held senior leadership roles in the media industry.

“I’m excited about this new chapter in Singapore. The opportunities in this market are immense with Singapore being one of the leading business and talent hubs not just in the region, but in the world. I look forward to leveraging my experience to drive our strategic vision forward while delivering value to talent and employers in the country,” Sithasanan commented.

Lam said, “It’s an incredible privilege to step into this role and lead the charge in advancing our mission. Working alongside our talented team in Malaysia, I’m excited to engage directly with job seekers and employers to drive impactful changes in the job market. Together, we will empower individuals to unlock their full potential, connect them with opportunities that transform their lives, and create a stronger, more dynamic workforce for the future.”

Berlin, Germany – PIABO Communications, a communications agency in Europe, has opened its new Asia-Pacific (APAC) hub in Singapore. The new hub aims to solidify PIABO’s position as a global partner for tech companies.

Responding to the increasing demand for communications counsel in APAC, PIABO also aims to help local companies looking for representation in Europe.

Through the new APAC hub, PIABO aims to become more accessible to clients and partners in the region as it considers Singapore as the economic center of APAC. It acts as a central hub for companies seeking expansion in markets including Indonesia, Vietnam, Malaysia, Thailand, and the Philippines.

With its closer location to clients in the region, PIABO enhances its global collaboration and intercultural competence. This will allow its network of clients and partners to develop a global strategy while ensuring local execution.

Sara Pereira, managing director in APAC, is set to lead and oversee PIABO’s APAC operations, leveraging her experience in the industry. Pereira has previously worked with companies such as Ogilvy and WE Communications.

Tilo Bonow, founder and chief executive officer of PIABO Communications, said, “Our expansion into Singapore is a strategic step to offer our clients a stronger presence in Asia’s dynamic markets. Many international companies face challenges in effectively communicating their brand messages in Asia. By having a team on the ground, we will be able to better support them and help them achieve their growth objectives.”

“The region’s innovative strength and the growing demand for communications services offer enormous potential. My goal is to help our clients successfully establish their brands in Asian markets and build sustainable relationships. With PIABO, a European market leader in innovation communications, we are bringing new momentum to the market,” Pereira commented.

Daniela Harzer, managing director and chief operating officer of PIABO Communications, commented, “This move demonstrates that we are ready to take the next step in our internationalization. With our new office in Singapore, we offer our network global reach combined with local expertise. It opens up opportunities for our team to learn from each other and grow together.”

Vietnam – Realme teams up with Vantage Pictures for its latest ad campaign, spotlighting the durability of the Realme C75 in chaotic, everyday moments faced by blue-collar workers.

Co-directed by Paul Moore and Zacharia Lorenz, the campaign positions the Realme C75 as the ideal companion for on-the-go individuals working in physically demanding or field-based roles. The commercial underscores the phone’s worry-free waterproof, drop-proof, and shatter-proof features, built to withstand even the most amusing mishaps.

The ad, filmed in Ho Chi Minh City, Vietnam, used Phantom high-speed cameras and motion control rigs to capture every action-packed moment. Slow-motion shots brought the characters’ humorous reactions to life. Produced by Vantage Pictures, the campaign offered a cost-effective solution for the diverse locations needed to tell its vignette-style stories.

Speaking about the campaign, co-directors Moore and Lorenz said, “We put the C75 through the wringer! It handled anything from being run over by a motorbike to diving into a boiling hotpot or spinning around in a washing machine! ”

Executive producer James Duong added, “Vietnam has become the next advertising production hub of APAC with full-scale production at a fraction of the costs in many countries. Our production team in Ho Chi Minh City proved to be a very efficient choice for the diverse locations needed to convey these stories. We were able to shoot the whole 60-second spot in just two days with numerous location moves and set builds.”

For the film’s music, the campaign enlisted Two AM Music to create a sound that perfectly matched its vibrant and energetic tone.

“From the first briefing, we knew Paul and Zach meant business when it came to the music. The vocals had to lead the film’s message, so we all agreed to push for something addictively sticky. They gave us lots of creative freedom, so we went wild with vocal effects and deliveries,” said Oliver Stutz, audio director at Two AM Music.

The campaign is currently airing in key markets including China, Indonesia, Vietnam, India, Mexico, Egypt, and Brazil.