Tag: Marketing

Singapore – Marketing agencies undoubtedly have significant value to offer brands navigating a dynamic business landscape. Bringing in their distinct skills, expertise, and resources, agencies are indispensable for businesses seeking to reach their marketing goals. However, as in any industry, agencies face the challenge of competition, particularly the rising number of brands building in-house teams. 

In an exclusive interview with MARKETECH APAC, Kai Xin Lee, the newly appointed managing director at Meetsocial, shares how she is turning this challenge into an opportunity by leveraging expertise and technology to elevate the marketing agency’s presence in Southeast Asia (SEA).

Agency priorities

Kai previously took a break from working in an agency, committing instead to advisory roles in different tech start-ups. However, she shares that this only made her miss “the fast-paced, dynamic nature of working in an agency.” 

Seeking the excitement of agency work, Kai took the opportunity with Meetsocial when it came up.

“What drew me most was the unique chance to not only lead a Singapore-based agency but also spearhead growth across the Southeast Asia region—a market I’m deeply passionate about. The challenge of building and expanding Meetsocial’s presence in this vibrant and diverse region is something that truly excites me,” she said.

As the managing director at Meetsocial, Kai prioritises uplifting the agency’s position as a leading digital advertising partner in SEA. Her aim is to boost its presence in the region, leveraging data and expertise to achieve the goal. 

“While Meetsocial’s global scale is impressive, with over $5 billion in media spend across more than 40 platforms, there is little awareness of their capabilities in this region. My goal is to bridge this and establish Meetsocial as a trusted, go-to partner for businesses looking to drive measurable outcomes through digital advertising,” she said.

Accumulating experience

Kai has almost 2 decades of experience in the marketing industry, specifically from elevating Wild Advertising as one of the top independent agencies in Singapore. She plans to apply these experiences from her previous roles to leading sustainable and long-term growth for Meetsocial.

“My strengths lie in strategic planning and creative impact—areas that complement Meetsocial’s existing expertise in online media planning and optimization. By aligning these strengths, I believe we can offer more holistics integrated marketing services that deliver exceptional results for our clients,” Kai said.

Upon joining the company, Kai also brings her belief in people as the key to success in an agency, fuelling her plans to build a strong team.

“I take pride in being a team builder, and in this role, I’ll focus on recruiting the right talent and nurturing the current team through training and mentorship. A motivated, skilled, and cohesive team is essential for driving success, and I’m committed to creating an environment where everyone can thrive,” she said.

Reasserting agency value

One challenge that agencies are facing in the industry is the trend in brands creating their own in-house teams, eliminating the need for outsourcing in agencies. Kai shares how these in-house teams handle performance marketing, copywriting, and design, which were traditionally part of an agency’s duty.

“Having worked on both the client and agency sides, I understand the rationale behind this move—it offers control and, at times, cost efficiencies. However, I firmly believe there’s still a critical role for agencies,” Kai explained. 

“Agencies bring unparalleled value through their extensive data, insights, and learnings gained from working across diverse industries, markets, and clients. This depth of experience is essential for delivering optimal results, particularly when it comes to optimization and scaling campaigns,” she added.

Nonetheless, Kai observes that some of its clients who initially turned to in-house teams are re-evaluating their decision, since this setup does not always deliver effectively and cost-efficiently as expected.

“This presents a unique opportunity for agencies like Meetsocial to reassert their value and expertise,” Kai said.

Another opportunity that Kai sees is the use of artificial intelligence (AI), embracing its transformative capabilities in advertising as in every industry. At Meetsocial, Kai plans to leverage AI to resolve usual constraints involving time, resources, and budget.

“AI breaks down these barriers, enabling us to scale campaigns faster, create content more efficiently, and drive better ROI for our clients. By leveraging AI strategically, we can unlock new levels of creativity and performance, ensuring Meetsocial stays ahead in this rapidly evolving landscape.”

By turning challenges into opportunities, Kai’s appointment and priorities does not only elevate Meetsocial as an agency, but the value of all agencies in the industry. Combining her experience and vision, she is set to lead while navigating an industry shaped by AI and constant change.

Philippines – Coca-Cola is sending ‘balikbayan’ gifts from Canada to the Philippines in its latest Christmas initiative, in partnership with Filipino-owned stores in Toronto.

In its new campaign video with production company Open Swim, Coca-Cola celebrates the tradition of gift-giving from Filipinos overseas to their loved ones in the Philippines, usually wrapped in large balikbayan boxes.

The video features Tita Rosita, owner of the oldest Filipino-Canadian grocery store in Toronto. Inside her store, she is preparing boxes for her customers to send to their families in the Philippines, with a complimentary cost of shipping from Coca-Cola.

As part of the campaign, Coca-Cola also designed Tita Rosita’s store as a balikbayan box, letting her customers know where to get the boxes.

To send the gifts, Coca-Cola teamed up with Filipino cargo courier Atin-Ito, based in Toronto, for door-to-door deliveries in a span of 12 to 16 weeks.

The campaign video was directed by Open Swim’s Marc André Debruyne, also a Filipino himself.

“It’s a totally surreal feeling when a work project crosses over into your personal life. It’s not too often that happens,” Debruyne said.

“The number of Balikbayan boxes I’ve sent home since I was a child, being surrounded by so many Filipinos on set – both crew and cast, and even being served pancit by Tita Rosita for lunch (and getting yelled at after because I didn’t have seconds) brought back so many wonderful memories of my mom. It was such a fun vibe on set. This wasn’t even a job, it was truly something special,” Debruyne added.

“Coca‑Cola is committed to supporting the Filipino-Canadian community in celebrating the Balikbayan tradition and what it stands for. Through this initiative, we hope to bring real magic to the holiday season and allow those separated by distance to feel closer to their loved ones,” Stephanie Eddy, cultural marketing lead at The Coca‑Cola Company, said.

Philippines – Finance company Skyro’s Flexi-Billboards were first installed in a Philippine province, meant primarily to be seen by people in Davao. Yet it soon captured the eyes of Filipinos nationwide over social media.

The billboards, as seen in a viral post on social media, appear flexible as they adjust around physical barriers such as electrical poles. This concept of advertising agency GIGIL complements Skyro’s offer of flexible loans, showing a witty side of the brand.

In an exclusive interview with MARKETECH APAC, Alvin Adriano, GIGIL’s new associate creative director, talks about how the creative billboards sprung from a simple concept and propelled Skyro’s message to unexpectedly more audiences. 

Resonating with audiences through clever yet simple execution

Big ideas can also be simple, as GIGIL and Skyro have proven in their collaboration. Alvin says simplicity has been at the core of developing the out-of-home (OOH) ads, from the brainstorming sessions to its execution.

“It all started with a strong foundational idea. The team developed the campaign tagline ‘Kami na mag-a-adjust’ or ‘We’ll adjust’, which is based on the brand benefit of Skyro Flexi Loans’ due dates and payment terms being adjustable. This provided us with multiple avenues to explore and play with,” Alvin said.

Building on the idea, Alvin shares how his team used Skyro’s intended message of being flexible in setting due dates as a springboard for its visuals.

“During brainstorming sessions, the team’s thought process was, ‘What are the day-to-day things we see in our surroundings that Skyro can adjust?’ From there, the team came up with multiple ideas and eventually narrowed it down to obstructions blocking billboards, a common occurrence in dense metro areas in the Philippines,” he explained.

The simple yet clever idea also proved to be an advantage in ensuring that Skyro’s target audience would seamlessly get the message.

“From the copy to the layout of the billboard, the team ensured it would be easily read and understood, removing any layers that could make our message confusing or difficult to comprehend,” he said.

Enhancing Skyro’s brand awareness

The purpose of all OOH campaigns is to reach a large number of audiences, but this number greatly increased for GIGIL and Skyro once the billboards transcended from the physical to the digital realm.

“Shortly after we put up the billboard, it caught the attention of a local Davaoeño, who took a photo of it and shared it on Facebook, where it quickly went viral,” Alvin said.

“Originally targeting Davaoeños, the campaign has now expanded its reach across the country. Now, Filipinos nationwide are aware of Skyro and their adjustable loan offerings,” he added.

However, GIGIL also picked up insights to improve on in the next campaign, based on the audiences’ response to viral social media posts.

“The team also learned that there are still Filipinos who are hesitant to avail themselves of a loan despite Skyro’s compelling and flexible offerings. The stigma surrounding loans could be something the brand can address in the next campaign,” he said.

In concluding the interview, Alvin leaves a message to other creatives in the industry looking to incorporate unique concepts in their ads.

“It’s important for the idea to be entertaining at its core, capturing people’s attention with the aim of having the material resonate with them and hopefully spark positive conversations. Additionally, they should also expose themselves to a variety of ads, using this as an inspiration to craft something truly unique and original—an ad that stands apart from anything that’s been done before,” he said.

With the campaign being able to connect with audiences in a remarkable way, GIGIL and Skyro’s collaboration serves as a reminder for marketers to explore new ways to send marketing messages, demonstrating the art and power of simplicity.

Philippines – Streaming service Max has launched a content partnership with digital services provider PLDT Home to provide entertainment to more customers in the Philippines.

As part of the partnership, new customers subscribing to PLDT Home’s ‘Fiber Unli All Plan 1799’ can access the Max Standard Plan for two months. The promo runs from December 10, 2024 to February 9, 2025.

Warner Bros. Discovery recently launched Max in Southeast Asia, with PLDT as the latest addition to its base of global partners and with plans to forge more partnerships to offer entertainment to more Filipinos.

Max houses shows and films under the HBO Original, Cartoon Network, Cartoonito, and Warner Bros. Discovery collections.

In the standard plan, as offered by PLDT in its promo, customers can stream on two devices simultaneously with full HD video resolution.

“As Max launches across Southeast Asia, we are pleased to expand our partnership with PLDT to bring even more quality entertainment and iconic brands to Filipino audiences,” Tony Qiu, general manager of Greater China and Southeast Asia at Warner Bros. Discovery, commented.

Patrick S. Tang, PLDT Home’s vice president of acquisition marketing, said, “Our new and exciting partnership with Max is PLDT Home’s way of delivering not just unli entertainment to our customers, but also a reinforcement of our commitment to making quality time for Filipino families at home as fun, fulfilling, and meaningful as possible with its endless variety of entertaining content.”

“As the Philippines’ leading digital services provider, we aim to bridge Filipino families to the world’s best content platforms and other lifestyle innovations to further better their life at home in more ways than one,” Tang added.

Manila, Philippines – BDO Unibank, Inc. has forged a partnership with logistics provider Mober to finance its new electric vehicle trucks and promote eco-friendly logistics.

Mober has been leading efforts towards sustainable solutions through green logistics, committed to global net-zero. BDO’s move to finance its vehicles is a step to solidify its commitment to green financing and sustainability. 

Mober’s sustainability efforts are supported by its ‘Battery Management System,’ which monitors its vehicles’ battery health and performance in real-time. This enables the company to predict necessary maintenance and extend the vehicles’ lifespan.

Additionally, Mober uses a ‘Transport Management System’ that optimises its delivery routes to reduce energy consumption and emission. While championing sustainability, it also provides better service for its clients.

Among Mober’s client portfolio are IKEA, Nestlé, Maersk, Monde Nissin, Starbucks, and Kuehne+Nagel.

Mober is also set to launch a new charging hub for electric vehicles in Pasay City by January 2025.

“This is a historic milestone not just for Mober but for the entire logistics industry in the Philippines. With the addition of these 60 EV trucks, our fleet now stands at 110 units, bringing us closer to our goal of 240 units by the end of the first quarter of 2025. Supported by our proprietary Battery Management System (BMS) and Transport Management System (TMS), we’re ensuring not only sustainability but also efficiency and reliability for our clients,” Dennis Ng, chief executive officer of Mober, said.

“We remain committed to supporting eco-friendly initiatives and innovative businesses that nurture the environment and present opportunities for economic growth. This partnership with Mober reinforces our shared commitment towards a greener, more sustainable future,” Charles M. Rodriguez, executive vice president and head of BDO Unibank’s Institutional Banking Group, said.

Singapore – Singapore Post Limited (SingPost) has terminated the employment of its group chief executive officer (GCEO), group chief financial officer (GCFO), and chief executive officer of its international business unit operations (CEO-IBU) following a probe into a whistleblowing report of breaching the company’s code of conduct.

The investigation, stemming from the report, found the GCEO Vincent Phang, GCFO Vincent Yik and CEO-IBU Li Yu at fault for performing or approving the manipulation of delivery status codes for international e-commerce parcels to reflect a failure of delivery without supporting documents and no delivery attempts being made. 

The report, a copy of which has been sent to the Infocomm Media Development Authority, alleged that the manual updates to the delivery status were intended to avoid penalties under its agreement with a major customer.

SingPost’s announcement also cited how the executives “breached their duty to use reasonable care and skill” in performing their responsibilities, leading to the company losing its “confidence and trust” in the three executives’ ability to protect SingPost’s interests.

The termination took immediate effect on December 21. Meanwhile, Phang, Yik, and Yu are contesting their employment termination, citing procedural unfairness.

SingPost has yet to announce a new GCEO and CEO-IBU, while Isaac Mah, CFO of the company’s business in Australia, will take on the post of GCFO. 

Meanwhile, SingPost assures the public that postal services in Singapore will remain unaffected, given different leadership teams across its businesses.

Singapore – Blue Totem Communications (BTC), an independent public relations and communications agency, has recently promoted Jo-Ann Teo to senior consultant and Eileen Kang to associate consultant in an effort to drive agency growth.

Earlier this year, Blue Totem also promoted Colin Lau to associate consultant, helping the company through his skills in video production, website management, technology, and cyber security.

Teo has been vital in developing and executing public relations campaigns for BTC’s B2B and B2C clients. She currently handles the accounts of True Group, General Assembly and the Singapore- MIT Alliance for Research and Technology.

Meanwhile, Kang has applied her understanding of social media trends as a content creator, contributing to influencer outreach campaigns and product launches.

BTC’s elevation of Teo, Kang, and Lau’s role recognises their achievements and contributions to the agency’s growth.

“Recognising and elevating talent within our agency is crucial as we strive for excellence in everything we do. I am proud of Jo-Ann, Eileen, and Colin for their contributions, which will undoubtedly drive our future growth,” Andrew Wong, managing director at BTC, said.

India – After a rigorous multi-agency pitch, Complan has entrusted Lowe Lintas with its creative mandate, marking the beginning of a new chapter focused on growth and innovation for the iconic nutritional brand.

This collaboration aims to strengthen Complan’s market position, enhance its relevance, and drive innovation while continuing its legacy of trust, quality, and performance.

Under this mandate, Lowe Lintas will harness its expertise in brand storytelling and consumer insights to drive Complan’s growth and enhance consumer engagement by fostering deeper connections across local, ethnic, cultural, and sub-cultural levels. 

The agency’s role is to develop a strategic and creative direction that strengthens Complan’s leadership position in the health and nutrition sector.

Speaking on the win, Subramanyeswar S. (Subbu), group CEO and CSO-APAC at MullenLowe Global, said, “It’s an absolute honour to win the strategic and creative mandate for a very special brand like Complan that nourished millions of people in our country. We look forward to growing Complan taller through a new experiential and storied trajectory that will bring the business, the brand, and the audience it serves closer than they have ever been.”

India – Samsung has joined forces with Cheil India to launch an augmented reality (AR)-powered print campaign, highlighting the innovative ‘Sketch-to-Image’ feature of the Samsung Galaxy Tab S10 Ultra just in time for the holiday season.

This Christmas-themed campaign celebrates the festive season by blending traditional print with the immersive power of AR. The Galaxy Tab S10 Ultra is positioned as the ultimate holiday companion, offering users a unique tool for creativity and imagination.

Conceptualised and created with Cheil India, the campaign captures the magic of the season with a Santa-themed AR game, powered by the Galaxy Tab S10 Ultra’s revolutionary Sketch-to-Image feature. Readers of the print advertisement were invited to scan a QR code, which brought a 3D render of the device to life, immersing them in the holiday spirit.

The interactive experience began with a simple Santa sketch, which quickly transformed into a vibrant AI-generated image. This showcased the capabilities of the Tab S10 Ultra’s S Pen and AI tools, allowing users to see their creativity come to life in stunning detail.

At the heart of the campaign is the Galaxy Tab S10 Ultra’s Sketch-to-Image feature, demonstrating its ability to turn doodles into professional-quality visuals. Whether for festive illustrations or more complex graphics, the device empowers users to unleash their creativity, making it the perfect companion for this holiday season.

“At Samsung, innovation drives us to create magical experiences. The Sketch-to-Image feature on our Galaxy Tab S10 is a perfect example. When we envisioned the Santa AR game, we needed a tool that could bring our ideas to life seamlessly. From doodles to lifelike graphics, this feature helps transforms every concept into reality, powering the creativity behind this interactive experience. It’s not just a feature—it’s a gateway for creators, developers, and storytellers to unleash their imaginations with precision and ease. With Samsung Galaxy Tab S10 Series, the possibilities are endless. What will you create next?” said Aditya Babbar, vice president of MX Business at Samsung India.

Vikash Chemjong, CCO of Cheil India, also commented, “This holiday season, Cheil India partners with the Galaxy Tab S10 Series to redefine how creativity meets celebration. From the groundbreaking Sketch to Image feature to the whimsical Santa AR game, we’re blending technology with imagination, bringing festive joy to every generation. Together, we’re shaping experiences that inspire and innovate.”

Singapore – Travel Alliance is set to launch a cross-border telco rewards programme for its customers with ride-hailing and delivery company Grab and travel brand Trip.com.

Travel Alliance, comprised of Singtel, AIS, Globe, HKT, Optus, Taiwan Mobile and Telkomsel, is set to roll out the rewards programme starting January next year.

Through the partnership with Grab and Trip.com, customers of Alliance members can save on accommodations, flights, rides, and food deliveries.

The launch reflects Travel Alliance’s aim of providing incentives to its customers when travelling, including for transport, dining, merchandise, and lifestyle services. Since Travel Alliance’s establishment in February 2024, Grab and Trip.com are the first to become partners that provide rewards for customers.

As part of the rewards programme, Travel Alliance customers can gain discounts from Trip.com hotel and flight bookings. Additionally, they can also upgrade to Trip.com’s top-tier status, enjoying rewards such as access to VIP lounges and upgrades for car models when travelling.

Meanwhile, Grab is set to launch a Grab Tourist Pack in 2025, providing exclusive deals for Alliance customers.

“As a customer-focused company, Trip.com is delighted to partner with the alliance of seven telcos to bring exceptional travel opportunities to their users across the Asia Pacific region. This collaboration reflects our commitment to making travel more accessible and rewarding by leveraging innovative partnerships. By combining the convenience of our platform with exclusive discounts for the telco customers, we aim to inspire more people to plan the perfect trip for a better world,” Han Feng, head of marketing at Trip.com, said.

“With our presence in over 700 cities across 8 countries in Southeast Asia, Grab believes we can be the one app travellers need for hailing rides, ordering food, dining out or getting emergency supplies delivered to their doorstep. We are pleased to partner the Travel Alliance to support the travel needs of their vast combined customer base,” Chuck Kim, managing director of group business development & strategic partnerships at Grab, commented.