Tag: Marketing

Singapore – Lonsdale, an independent branding and design consultancy, has promoted Christine Wiryakartika and Katrina Crescenzo to associate creative directors in its Singapore studio, reflecting their contributions to the company’s growth.

Completing the company’s creative leadership team in Singapore, Wiryakartika and Crescenzo will report to Muriel Schildknecht, Lonsdale Singapore’s executive creative director, who leads the team in developing its global client base.

Both Crescenzo and Wiryakartika joined Lonsdale Asia as senior designers in 2019 and 2021, respectively. 

Crescenzo has led identity and packaging designs for Vaseline, Watsons, and L’Oreal.

Meanwhile, Wiryakartika spearheaded projects like Clarins’ product launch and Glenfiddich’s travel retail campaign while managing global branding for Unilever LUX and Ceradan by Hyphens Pharma.

Lonsdale Asia’s team works with various consumer and retail brands across the region, also handling global campaigns for brands such as Heineken and NTUC FairPrice.

Nadia Romanis, managing director of Lonsdale Asia, said, “Congratulations to Christine and Katrina on well-deserved promotions. These appointments recognise the continued growth we are experiencing in Asia and Lonsdale’s commitment to developing its talent from within.”

“As we hit the ground running in 2025, I look forward to further enriching our offer and creating the most compelling brand experiences for our clients across the region, and globally in partnership with Lonsdale offices in Paris and New York,” Romanis added.

Singapore – Achint Setia, most recently the chief revenue and marketing officer at ZALORA, has stepped down from his role after more than two years with the company, according to an announcement he made on LinkedIn.

“Today, I completed another chapter in my journey with memories, learnings and lots of gratitude for the wonderful folks at ZALORA Group. Back to homeland now in the new year for a new adventure,” he stated.

During his tenure at ZALORA, he led the marketing and ad sales functions for the ZALORA Group across Southeast Asia, including Indonesia and the Philippines. He also served as ZALORA’s country managing director for Singapore, Malaysia, Hong Kong, and Taiwan, overseeing the PnL responsibilities for these markets.

He also oversaw the monetisation of ZALORA’s ad inventory, delivering value for fashion brands while advancing adtech solutions in e-commerce. He also played a role in customer acquisition, retention, and lifecycle management for the company, emphasizing churn prevention and lifetime value (LTV) growth.

Moreover, he drove ZALORA’s brand-building efforts, including digital marketing, customer relationship management (CRM), social media, and optimizing the onsite app and web experience. 

During an interview with MARKETECH APAC’s Milestones series, he previously remarked that the biggest challenge in his ZALORA leadership was driving business outcomes in a very volatile macroeconomic landscape in Southeast Asia.

“Throughout this period, I am extremely thankful to be a part of a caring organisation surrounded by highly talented colleagues, and for the presence of a strong family support system to help me through this transition,” he said back then.

He also remarked how he wanted to further understand the consumer behaviour in the region by being part of ZALORA’s mission.

“My personal passions include investments in building deeply segmented experiences using advanced analytics, along with driving a multi-channel engagement ecosystem to inspire customers to shop at the convenience of their fingertips,” he added.

Singapore – Havas Media Network has appointed Pankaj Nayak as its new chief executive officer (CEO) in Singapore and president of Havas Media in Southeast Asia (SEA) as part of its growth efforts in the region, effective immediately.

Having worked with the agency in the past, Nayak returns to oversee its growth strategy while providing innovative and impactful client solutions. He is set to work closely with Russell Lai, chief commercial officer of Havas Media Network Singapore, and Kenny Yap, chief operating officer of Havas Play.

Nayak has 25 years of experience across different markets in Asia, 17 years of which have been spent in Singapore. He has worked with various clients, including National Heritage Board and National Council for Problem Gambling.

Having joined at a time of the agency’s transformation, Nayak’s role includes the SEA implementation of the Converged strategy, recently announced by Havas. The strategy focuses on combining talent, capabilities, and platforms for agency growth and client impact.

Additionally, Nayak will forge alliances and lead acquisitions as he focuses on enhancing expertise and offerings.

Rana Barua, group CEO in India, SEA, and North Asia, said, “Asia’s diverse and rapidly evolving markets demand a leader who understands the nuances of each market, and what it takes to drive growth. Pankaj brings to us deep regional experience, and his expertise in driving global and regional client businesses, developing product capabilities and verticals, and fostering high-performance teams is the ideal fit for this role.”

Nayak commented, “I’m thrilled to join the network during such an exciting phase of growth in the region. The opportunity to lead the media team in Singapore, while contributing to the broader SEA region, is incredibly exciting. My conversations with Rana have been incredibly fruitful, and with Havas’ Converged strategy—alongside the growth potential in the region—was a major factor in my decision to join Havas. 

“I look forward to working with the team to drive growth by leveraging our collective regional strengths to deliver impactful, integrated solutions that meet our clients’ evolving needs,” Nayak added.

For relationships between businesses to endure, it is at times insufficient to deliver quality products and services. Satisfaction is one thing, but loyalty is another. This is where reward programs play a crucial role. By implementing loyalty solutions, companies can retain customers and significantly boost how it is perceived in the industry.

While there is profound potential in setting up loyalty programs, there are nuances and complexities in implementing and managing them.

Sudhanshu Tewari, chief executive officer and co-founder of Rewardz, shared his insights in MARKETECH APAC’s latest What’s NEXT in Marketing interview, discussing the value, challenges, and trends that shape loyalty programs in a business-to-business (B2B) setting.

‘Creating a sense of belonging’

Reward systems have always been a way to build lasting relationships between brands. For Sudhanshu, this provides a feeling of being seen — the first step towards loyalty.

“It’s not just about rewarding transactions; it’s about creating a sense of belonging and mutual value. When users feel recognised and valued, they’re more likely to stay loyal,” he said

However, there remain different challenges in putting this into practice. Nonetheless, B2B solutions can step in.

“B2B solutions need to help businesses build tailored loyalty solutions that ensure users are engaged and appreciated, which strengthens these long-term partnerships and drives retention,” Sudhanshu said.

Unlocking opportunities through B2B loyalty solutions

Loyalty solutions in a B2B setting can unlock other opportunities such as cross-selling and upselling. Through rewards and exclusive offers, people are motivated to learn more and invest in the company.

“When brands reward users for deeper engagement, they naturally begin to explore more offerings,” Sudhanshu said. “It’s a win-win for both sides.”

Personalising experiences and rewards are key to this, which relies on analysing customer preferences and needs. To gain these insights, analysing customer data is a must for businesses.

“Businesses need a platform that can use detailed analytics to understand user behaviour, segment them effectively, and offer personalized incentives that drive them to engage with other products or services. This data-driven approach helps brands maximise their current customer base, increasing lifetime value,” he said.

Besides analytics tools, customer relationship management (CRM) platforms greatly contribute to a loyalty program’s success, fusing well with analytics. As a hub for customer data, CRMs allow businesses to easily understand customers, track interactions, and consequently personalise rewards.

“Basically, CRM platforms provide the data that can automate different trigger points for rewarding customers for more personalised rewarding at scale without manual intervention. This leads to more effective and impactful loyalty strategies, driving deeper connections with users,” Sudhanshu said.

“B2B technology solutions, especially CRM systems and analytics, have completely transformed the way loyalty strategies are executed. They provide a 360-degree view of user interactions, allowing businesses to make informed decisions about rewards and incentives,” he added.

Thriving through innovation

For Sudhanshu, one of the biggest challenges for brands is to set up scalable loyalty programs, all while maintaining its relevance for individual users. Nonetheless, B2B technology solutions can help brands with flexibility, allowing them to customise incentives when necessary.

“It’s tough to design a program that resonates with everyone—whether it’s your customers, channel partners, or employees—while also staying within budget,” he said.

“With inbuilt generative AI, loyalty platforms can customize rewards messaging to individual customers at scale, capture user preferences and use analytics to show rewards that match user preferences,” he added.

Over time, more technological innovation is becoming necessary with current trends in implementing loyalty programs. In his vision of the industry’s future, Sudhanshu expects to see more gamification, sustainability-focused rewards, and leveraging technologies like AI and blockchain.

“Gamification adds an element of fun and competition to programs, driving engagement, while sustainability rewards resonate with companies prioritising ESG goals. Meanwhile, AI-driven personalisation and providing companies flexibility to reward at campaign level will become industry standards,” he explained.

Additionally, he expects that brands will be more capable of self-managing global campaigns, with access to advanced analytics.

“We at Rewardz are committed to staying ahead by innovating around these trends. Our solutions are designed to evolve with client needs, ensuring they remain relevant and impactful in a rapidly changing world,” Sudhanshu said.

With the current trends shaping the future of how brands offer loyalty programs and ultimately scaling their businesses, the important thing remains the same – nurturing relationships with brands that can endure changes in the industry. As the industry evolves, innovation is required to thrive in a competitive landscape.

Commerce media is transforming advertising by enabling brands to engage shoppers with precision throughout their purchase journey. Leveraging rich commerce data across platforms empowers advertisers to target high-value audiences, deliver personalised experiences, and achieve measurable results. AI plays a key role in streamlining processes and predicting shopping behaviours with remarkable accuracy.

Amid rising privacy regulations and industry fragmentation, commerce media offers a unified, data-driven approach to navigate these challenges. Prioritising first-party data, harnessing AI, and fostering cross-platform collaboration help advertisers build meaningful connections and stay competitive in a dynamic digital landscape.

In our latest What’s NEXT in Marketing interview, Taranjeet Singh, managing director of Venture Markets, APAC at Criteo, explores how commerce media is transforming advertising with data-driven targeting and AI while addressing challenges like fragmentation and privacy regulations to build a unified, privacy-first ecosystem.

Unlocking audience insights with commerce media

Commerce media empowers advertisers by connecting them with high-value consumer audiences across retail media networks, the open internet, and social platforms. The outcome is precision-driven targeting that seamlessly engages consumers throughout their purchasing journey.

“Commerce media allows advertisers to speak to the audiences that matter most at all stages of their purchase journey, wherever and whenever they shop, which increases the likelihood of conversion,” Singh explained. 

He went on to highlight how Criteo enables advertisers to activate and monetise these audiences through its Commerce Media Platform, leveraging a vast network of 17,000+ advertisers, 3,100 brands, and 225 retail media networks. By utilising deep commerce insights, Criteo helps predict and shape shopping behaviours while ensuring privacy-safe first-party data through closed, authenticated environments like retailer sites and social platforms.

Singh shared an example of how Yanadoo, a South Korean self-development platform, used Criteo’s OneTag with Dynamic Loader to retarget users who hadn’t converted. By tracking key events like course purchases and registrations, Yanadoo built detailed customer profiles, allowing Criteo’s AI to optimise bidding and ad delivery. This approach improved targeting across the open web, enabled the collection of valuable first-party data, and delivered measurable outcomes as consumers progressed through their purchase journey—an essential focus for advertisers.

In addition to Yanadoo, Swiggy, an India-based on-demand convenience platform, partnered with Criteo to enhance its offsite retail media campaigns, helping brands reach high-intent audiences across the open internet and OTT platforms.

Singh highlighted the success of this collaboration with brands like Kellogg’s, which drove conversions and attracted new-to-brand shoppers. Through Criteo’s tracking tools, Kellogg’s achieved a ROAS of 1.9 (above the industry average of 1.55), a 25% new-to-brand rate, and reached over 50% of its target audience.

Speaking on the data, Singh explained, “Commerce media empowers advertisers to use first-party data for targeted audience engagement throughout the purchase journey. By combining precise targeting with closed-loop measurement, brands can drive conversions, acquire new customers, and maximise ROI across channels, transforming data-driven advertising.”

AI: Driving precision and automation in commerce media

For Singh, artificial intelligence is the backbone of modern commerce media, streamlining operations while enhancing personalisation and performance. From automating ad delivery to generating predictive insights, AI transforms how advertisers connect with their audiences.

“AI-powered tools save advertisers time by automating tasks like audience targeting, ad personalisation, and performance tracking,” Singh noted. “This precision fosters higher engagement and measurable outcomes, such as increased revenue per user and return on ad spend.”

He also mentioned how Criteo’s advanced AI solutions, like ‘Commerce Audiences,’ enhance ad delivery through behavioural clustering and predictive modelling, while also leveraging engagement scores to prioritise users most likely to take action.

Singh explained that AI tools in Criteo’s Commerce Audiences, such as ‘Embeddings,’ detect behavioural links between users, products, and websites to cluster audiences effectively. Engagement scores prioritise users likely to act, while predictive modelling targets the most promising audiences, reducing reliance on real-time data.

“AI engines use commerce data to craft highly relevant campaigns, connecting advertisers with retailers for efficient scaling. As technology matures, it will continue to drive innovation in commerce media, empowering advertisers to deliver exceptional customer experiences and drive growth,” he highlighted. 

Addressing industry fragmentation

Despite commerce media’s potential, Singh highlighted challenges like fragmentation and lack of standardisation, which can limit campaign scalability and ROI. According to him, a unified approach is key to unlocking commerce media’s full potential.

“Industry fragmentation can lead to inconsistent campaign performance and a loss of up to 20% in revenue for retail media networks,” Singh warned, citing Forrester’s report. 

Criteo addresses fragmentation with a unified commerce media platform that caters to both marketers and media owners. For marketers, it offers Commerce Max and Commerce Growth, while media owners benefit from Commerce Grid and Commerce Yield, supporting everyone from enterprise brands to smaller retailers.

Singh also highlighted Criteo’s launch of SKU-based planning in Commerce Max, enabling brands to buy sponsored product ads across multiple retail networks with a single workflow. This simplifies campaign management, allowing for efficient targeting of in-market shoppers at scale. With AI-driven recommendations and closed-loop measurement, Criteo optimises campaigns, helping marketers focus on driving sales.

“This cohesive approach minimises fragmentation, streamlines media buying processes, and mitigates addressability challenges, empowering clients to achieve stronger results across the advertising ecosystem,” he stated. 

Navigating privacy regulations 

With evolving privacy regulations, the reliance on first-party data has become critical for advertisers. Singh emphasised that as third-party cookies phase out, businesses are focusing on first-party data for more targeted, privacy-compliant advertising. Regulations like GDPR and Apple’s App Tracking Transparency drive this shift, ensuring companies can deliver relevant marketing while respecting user privacy.

“By embracing privacy-first strategies and advanced technologies, businesses are better equipped to comply with regulations and build consumer trust, while also adapting to an industry where data privacy is now a foundational principle,” he commented. 

Singh further explained that as the industry shifts to a privacy-first environment, Criteo is well-positioned to provide solutions that support partners in this new landscape. The company focuses on three core pillars: first-party data, Google’s Privacy Sandbox, and closed environments. 

Criteo has developed a unique shopper graph across both the demand and supply sides, enabling privacy-safe activation through hashed emails, and ensuring 1:1 addressability while protecting user privacy. Partnering with Google, Criteo leverages the Privacy Sandbox to maintain key addressability functions without third-party cookies, reaching 63% of global browser traffic. Additionally, Criteo’s Commerce Media Platform helps brands engage high-intent shoppers across 225 global retailers and millions of logged-in users on platforms like Meta, ensuring precise targeting while maintaining privacy standards.

According to Singh, as privacy regulations reshape advertising, companies are increasingly prioritising first-party data to ensure compliance and effective, privacy-respecting marketing strategies.

“This shift is fostering a more transparent and user-centric digital landscape. Criteo, along with other industry players, is supporting this evolution by offering technologies that help brands adapt to these changes,” he added. 

Future trends in commerce media

When asked about the key trends shaping the future of commerce media, Singh pointed to shifting consumer behaviour as a major influence. As consumer habits evolve, marketers must adapt by integrating performance media with commerce media to effectively engage audiences throughout the entire shopping journey, from discovery to purchase.

This shift toward integrated strategies helps brands deliver relevant, seamless experiences at every touchpoint. With Criteo’s AI-driven algorithms, marketers can eliminate guesswork and stay ahead of changes in consumer behaviour, ensuring campaigns remain effective.

Additionally, fragmentation and inconsistent standards continue to hinder the full potential of commerce media. To address this, industry leaders are uniting supply and demand, connecting publishers and retailers with meaningful demand, and enabling advertisers to reach key audiences across the purchase journey. As the industry evolves, standardising measurement has become crucial. 

Singh noted how Criteo tackles this challenge with four commerce media solutions that provide full-funnel marketing activation and monetisation for all players in the ecosystem.

“By 2025, addressability solutions will be at the forefront of the industry’s shift to a cookieless future,” he predicts. “Criteo is prepared with tailored strategies to address these concerns, including our three-pronged approach of first-party data, Privacy Sandbox integration, and closed environments.”

***

As consumer behaviour continues to evolve, so will commerce media. Advertisers and retailers will increasingly focus on creating meaningful, personalised connections with shoppers across all touchpoints, ensuring that every interaction is relevant and impactful.

Commerce media is not just a tool—it’s a transformative strategy that empowers brands to maximise their impact in an increasingly complex advertising ecosystem. With AI-driven insights and privacy-first solutions paving the way, the future of commerce media will be defined by precision, personalisation, and enhanced performance.

Philippines – ACMobility, the automotive arm of the Ayala Group, has acquired the electric vehicle (EV) charging network Evro under Globe’s tech innovation arm 917Ventures.

ACMobility’s acquisition of Evro is part of its wider effort to eliminate hindrances to EV adoption, particularly drivers’ access to charging stations.

Meanwhile, Evro aims to consolidate the EV charging network in the Philippines, disregarding brand or charge-point operators (CPO) to provide accessibility to all users. With plans to expand the network, Evro is set to add more CPOs to its platform.

Evro’s app allows EV users to find nearby charging points compatible with their vehicle and monitor the charging progress remotely in real-time. Cashless payments are also available in-app.

The app features 33 charging points managed by ACMobility in different locations in the Philippines, including Metro Manila, Baguio, Cebu, and Bataan.

“We built Evro with the intention of simplifying Filipino EV owners’ charging journeys. Since launching earlier this year, we’ve made significant headway in advancing sustainable transport through our tech and partners. Entrusting Evro to ACMobility ensures it will continue to evolve and contribute to the advancement of sustainable transport,” Vince Yamat, managing director of 917Ventures, said.

“We are thrilled to bring Evro into the ACMobility ecosystem. Evro is changing the game for electric vehicle adoption in the Philippines. Alongside our efforts in ACMobility, it will address range anxiety concerns and empower EV owners to have full control of their charging experience,” Jaime Alfonso Zobel de Ayala, chief executive officer of ACMobility, said.

“The collaboration with 917Ventures and the Globe Group has been invaluable as we build a sustainable future for Filipino motorists together,” Zobel de Ayala added.

Singapore – dentsu Singapore, a digital marketing communications company, has appointed Rahul Thappa as managing director of customer experience management (CXM) and media to strengthen its adtech and martech offerings. The appointment is effective immediately.

With his expertise in customer analytics, adtech, and martech, Thappa has been deemed a veteran with over 20 years of experience in the media industry. He has previously led innovation in pay-TV platforms, marketing agencies, and content companies.

Having focused on the markets of Malaysia and Singapore for digital transformation, Thappa also showcases a deep understanding of brands’ needs in the region.

Prakash Kamdar, chief executive officer of dentsu Singapore and dentsu’s clients & solutions in Southeast Asia, commented, “We embarked on our integration journey at dentsu Singapore five years ago so that we can truly serve our clients with seamless streamlined offerings, efficiently and effectively. With the sharp acceleration of digital transformation in recent years, the convergence of our martech and adtech solutions will now continue to set us apart with clients seeking to optimise their investments in building consistent and connected customer journeys.”

“Rahul’s strong track record in both fields, coupled with his intimate appreciation of the landscape in our region, will serve to bring out the best synergies of our offerings to further drive business growth and excellence for our clients,” Kamdar added.

Thappa commented, “As digital marketing evolves at an unprecedented pace, it’s clear that adtech and martech need to work together seamlessly to deliver truly innovative solutions. This isn’t about choosing one over the other – it’s about integration and collaboration. Dentsu Singapore has always led the way with its unified approach, and as we further harmonise and align our CXM and Media solutions, we’re making it even easier for clients to navigate complexity. This means creating end-to-end experiences that are powered by data, driven by creativity, rooted in insights, and enabled by cutting-edge technology.”

“I’m thrilled to join this award-winning team and lead a group of talented professionals whose passion and expertise consistently push boundaries. I’m equally excited to collaborate with accomplished peers and contribute to a culture that drives innovation and excellence,” Thappa said.

Singapore – Yeo Hiap Seng, a food and beverage company, is celebrating the 2025 Lunar New Year with the launch of limited-edition ‘Fortune Cat’ packaging and installations.

Yeo’s is introducing three festive packaging for its chrysanthemum tea, featuring the fortune cat as a symbol of prosperity and luck.

Additionally, Yeo’s has displayed two ‘Fortune Cat’ 3D installations at FairPrice Hougang Mall and FairPrice Xtra @ Jurong Point, where it will remain on exhibit until February 9. The installations, spanning 1.2 meters, are both made from Yeo’s recycled plastic bottles as an effort towards sustainability.

The installations have been recognised as the largest 3D-printed model made from recycled plastic bottles by the Singapore Book of Records, reflecting the company’s contribution to plastic waste reduction.

Alex Chen, head of marketing and business development at Yeo’s Singapore, said, “We are delighted to celebrate this Lunar New Year with the Yeo’s Fortune Cat, a symbol of good fortune and prosperity.”

“This record-breaking installation at FairPrice Hougang reflects our ongoing commitment to blending tradition with sustainability by creatively repurposing recycled Yeo’s plastic bottles. We are deeply grateful to FairPrice Group, along with our valued partners Unigons Global Pte Ltd and Plastictinkers, for their collaboration in bringing this initiative to life. Together, we are creating a meaningful and memorable experience for our customers,” Chen added.

Singapore – The Ministry of Digital Development and Information (MDDI) is celebrating Singapore’s 60th year of independence in its latest campaign with independent agency GOVT Singapore.

In line with the SG60 celebrations in 2025, the campaign honours the nation-building, multiculturalism, and resilience that has molded the country over the years.

Directed by Freeflow Productions’ Roslee Yusof, the campaign film highlights Singaporeans’ refreshed spirit as they contribute to the country’s growth.

The campaign also features key visuals displaying Singaporeans from different walks of life, in conjunction with interview videos telling their stories. These include multicultural band yIN Harmony, community volunteer group Kampung Kakis’ Mae Tan, Will & Well fashion designer Elisa Lim, artist with disabilities Gary Chong, local start-up Commenhers’ Nuryanee Anisah, and mental health and disability advocates Lino Felix and Zoe Zora.

The campaign video is available across Singapore government’s social media platforms and can be viewed on select television channels until the end of January.

Aaron Lye, director of Campaigns and Production Department at MDDI, said, “The celebration of our nation’s 60th birthday is an opportunity to build on the Forward Singapore exercise in refreshing our social compact. In commemorating SG60 together, we hope that Singaporeans can step forward and partner with one another to make the lives of fellow Singaporeans better. Let’s contribute to building a stronger Singapore together as we chart the journey of our future Singapore together.”

Tim Chan, executive creative director at GOVT Singapore, commented, “It’s always an honour to be involved in a campaign like this. As the country celebrates its 60th birthday, we wanted the work to be a reflection of a Singapore that has evolved towards a new chapter of togetherness, boldness and progress.”

Chicago – Hyatt Hotels Corporation marks the expansion of its luxury hotel collection in Southeast Asia (SEA) with the opening of Keraton at The Plaza in Jakarta, Indonesia.

Celebrating the debut of the ‘Unbound Collection by Hyatt’ brand in SEA, Hyatt is rewarding its members with points for stays at Keraton at The Plaza from December 27, 2024 to March 31, 2025.

Partnering with design firm Hadiprana, the new hotel reimagines Indonesian palaces, incorporating patterns associated with Javanese royals.

Offering luxurious Javanese tradition-inspired amenities, Keraton at The Plaza is set to provide customers with personalised and intuitive service.

All guests have access to The Club, a dining area serving curated culinary experiences. The Club also displays an artwork by Hadiprana that spotlights national talents, available for purchase.

Keraton at The Plaza is strategically located at the Plaza Indonesia complex, center of the city’s culture, entertainment, and shopping landscape.

“Keraton at The Plaza reflects the beauty of Javanese royal palaces and cultures in a modern, elegant setting. We seek to inspire our guests through tangible and intangible touchpoints, the distinctive splendor of the hotel design, the memorable service our colleagues bestow and the exclusive access to various guest privileges,” Parveen Kumar, general manager of Keraton at The Plaza, said.