Tag: Marketing

Singapore – Havas CX,  a customer experience network under Havas, has launched in Singapore, expanding its presence in Southeast Asia. 

Havas CX’s expansion in Singapore is set to combine the expertise of Think Design in user interface and experience with the tech and digital capabilities of Ekino.

As part of the launch, Think Design will be supported by Ekino in providing solutions for brands’ customer engagement. The initiative aims to deliver innovation through leveraging technology and creativity to deliver seamless brand experience.

Havas CX has a vast network globally, with hubs in London, Paris, New York, and Mumbai.

“Expanding our CX capabilities in Southeast Asia, with Singapore serving as the strategic hub, is a key part of our broader Converged growth strategy in the region,” Rana Barua, group chief executive officer of Havas India in Southeast and North Asia (Japan & South Korea), said.

“While we establish a robust UI/UX design capability through Think Design, in the coming months, we’ll be introducing more of Havas CX Network’s services into Southeast Asia — reinforcing our commitment to delivering transformative customer experiences in one of the world’s most dynamic digital economies,” Barua added.

David Shulman, global CEO of Havas CX Network, commented, “As brands seek to create deeper, more meaningful connections with their audiences, the need for seamless, integrated experiences has never been greater. By expanding our CX capabilities in Southeast Asia, starting with Singapore, we are reinforcing our dedication to customer-centric innovation throughout the region, providing solutions that resonate with audiences at every step of their digital journey.”

“We are excited to integrate our CX capabilities into the region, positioning Singapore as a leading hub for digital innovation to drive significant growth across the region,” Deepali Saini, CEO of Think Design, and Rowena Bhagchandani, CEO of BLKJ Havas, said.

Philippines – At the core of customer service is always genuine care, which is known as malasakit in the Philippines. Going beyond superficial ways, malasakit as a value extends to acts that make people feel seen, and their needs addressed.

This is what logistics provider 2GO aims for in its partnership with the Department of Tourism (DOT) for the Filipino Brand of Service Excellence (FBSE) program.

The FBSE Program is an initiative spearheaded by the Department of Tourism that is aimed at enhancing the quality of service in the Philippine tourism industry to reflect the Filipino culture of warmth and hospitality. By empowering frontliners with the knowledge and skills to provide excellent service, the program seeks to create a unique and remarkable experience for tourists.

As part of the initiative, 2GO has sent 14 participants to DOT’s learning course, allowing them to train other team members after the course.

In an exclusive interview with MARKETECH APAC, Blessie Cruz, business unit head of retail at 2GO, shares 2GO’s goals of elevating customer service through the FBSE program.

‘Customer first’ practice

As a logistics provider, 2GO is committed to hospitality. For the company, ‘customer first’ is more of a core value than a slogan, Cruz said. 

“Our goal is to bring this to life through behaviours that ensure our customers feel the warmth and malasakit that is deeply rooted in our culture. These qualities make us uniquely Filipino, and we’re proud to showcase them,” she said.

According to her, 2GO aims to make customers feel at home in their vessels or stores by aligning with the FBSE. Its employees carry this goal by starting with the “Mabuhay” greeting, which aims to welcome people.

“Together, 2GO and DOT are committed to showcasing Filipino hospitality in every interaction with our customers,” she said.

The FBSE program is marked by the Filipino culture of being hospitable, and 2GO aims to extend this warmth to its customers.

“Our goal is to enhance each journey so that our passengers look forward to sailing with us again and again. This program isn’t just about meeting expectations; it’s about creating experiences that leave a lasting impression,” she explained.

Seal of excellence

Through the FBSE program, 2GO is set to elevate its service for customers, aiming for excellence.

“By embedding FBSE principles across our operations, we elevate our standard of service in a way that reflects the rich heritage of Filipino hospitality,” Cruz said.

Consequently, 2GO is carving a distinct place in the market through the program, marking its position as a provider of excellent service.

“As the only freight and logistics provider certified by DOT to carry the FBSE seal, 2GO stands out as an ambassador of service excellence, giving us a unique position in the market,” she shared.

The key initiatives of the program include FBSE training for all employees and vessel crew, integration of FBSE principles across all 2GO services, and cultivation of a culture that encapsulates the FBSE values.

“At 2GO, we’re committed to continually raising the bar in customer service. We actively seek customer feedback and use it to refine our processes, ensuring we exceed expectations,” she said.

Embodying ‘national brand’

The FBSE program is all about solidifying and embodying an undoubtedly Filipino branding.

“Embodying a national brand gives 2GO a distinctive Filipino identity grounded in warmth and malasakit. It’s a source of pride to join DOT in bringing hope and resilience to our customers, showing that, despite challenges, we continue to serve because they are at the heart of what we do,” Cruz said.

As a DOT ambassador that aims to be known for excellent customer service through the program, 2GO can promote the Filipino experience worldwide, inviting more people to visit the country.

“By championing the national brand, we not only strengthen our business but also contribute to the growth of the tourism sector and, in turn, the Philippine economy,” she said.

Through its partnership with DOT, 2GO is committed to delivering a uniquely Filipino service. This dedication not only benefits its customers but also contributes to the global image of the Philippines while setting a new standard for customer service in the industry.

United States – Formula 1 and popular chocolate brand Nestlé have announced a new multi-year partnership making KitKat the Official Chocolate Bar of Formula 1. The collaboration will officially launch during the 2025 season, marking the 90th anniversary of KitKat and the 75th anniversary of Formula 1, and will then expand across the world throughout 2026. 

Formula 1 enthusiasts can look forward to consumer activations, promotional prizes and immersive fan zones at select Grands Prix, with trackside branding, and cheerful, light-hearted content.

Bringing its iconic “Have a Break, Have a KitKat®” message to Formula 1, the partnership champions the importance of taking a moment to pause, and unites two diverse global fanbases in an innovative collaboration. Both brands are dedicated to elevating the fan experience by combining the excitement of world-class racing with the renowned sense of humour of KitKat and tradition of sharing breaks.

Emily Prazer, chief commercial officer at Formula 1, said, “We’re delighted to have such a globally recognised and fun brand as KitKat joining us as a partner. They’re universally loved, and we can’t wait to see the fantastic experiences they’ll be bringing to our fans at the track and the new audiences they’ll introduce to the sport.”

Meanwhile, Bernard Meunier, head of strategic business units and marketing and sales at Nestlé, commented, “Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger audiences. With its global reach and packed schedule, F1 offers KitKat the perfect platform to remind everyone to make time for a break. We’re excited to bring our signature sense of fun to this thrilling sport and to create memorable experiences for fans around the world.”

This partnership follows recent moves from Formula 1 teaming up with companies including a 10-year global partnership with LVMH, and one with The LEGO Group set to take off in 2025.

Australia – BWS, a liquor retailer in Australia, has launched the ‘Here For It’ campaign to encourage Aussies’ pre-party routines. The campaign was made in collaboration with BMF.

As a campaign under the company’s ‘Refreshingly BWS’ platform. It emphasises how BWS is convenient, with cold beverages always ready for Aussies on-the-go.

The integrated campaign will run across televison, OOH, radio, digital, social, and in-store.

An Le, head of brand marketing, commented, “We all know the lead up to a night out can be just as fun as the event itself. At BWS, we’re the perfect wingmate for these moments of anticipation. Whether you’re picking up a six-pack for later or grabbing some bubbles on your way out, we make it easy so you can enjoy the best part of the night – getting ready!”

“With over 1,450 stores nationally and a large curated and chilled range of drinks, BWS convenience means there’s always time for your pre’s,” Le added.

“We’re stoked to start our partnership with the BWS team. This campaign is a celebration of the pre-party ‘you’. The one that needs to doom-scroll on the toilet, dance in your undies and watch a documentary about dugongs before going out. Luckily, with a BWS on the way, you can observe all your sacred pre-party rituals and still rock up on time-ish,” David Roberts, group creative director at BMF, said.

Melbourne, Australia – DDB Group Melbourne has announced the appointment of Psembi Kinstan as chief creative officer, promoting him from his previous post as group executive creative director.

Since Kinstan joined the DDB Melbourne in 2021, he has worked with the leadership team as head of DDB, Mango and Tribal teams.

With his efforts to establish a culture of creativity, he has contributed to the growth of the agency, along with securing client wins. Its major client wins include Coles, Asahi CUB, Acciona, Movember, Mr Chen’s, Dabble, Funlabs, Agrifutures, Made by Dyslexia and Our Watch.

Kinstan also contributed to the creation of Smith Street, a specialised marketing agency.

Additionally, Kinstan spearheaded the launch of the University of Dyslexic Thinking, partnering with Richard Branson, Virgin, TikTok, and Open University.

Mike Napolitano, DDB Melbourne Group chief executive officer, commented, “Psembi is a world class leader who has helped reaffirm DDB Group Melbourne on the global stage. He and I share a common view of what a modern creative business should have – an unfair share of the best talent in market, world class thinking that is commercially powerful, and a way of working that generates fun.” 

“For the last three years he has gone to work helping to make DDB exactly that.  He is universally loved and respected by our team, clients and the broader industry and I couldn’t be prouder to call him a mate and my creative partner. This is a very exciting announcement for Psembi and DDB and I can’t wait to see him take it to the next level,” Napolitano added.

Matt Pearce, DDB Melbourne’s head of strategy, commented, “Psembi’s focus on l delivering the best creative work and best agency experience is unquestionable, and effective. The team admires him, our partners trust him, and every brief, campaign or working week is made better thanks to his leadership. He’s been an incredible partner in shaping the DDB Melbourne proposition for the past three years, and I’m thrilled for him. ‘Bout time.”

Kinstan commented, “I’m incredibly proud of what we’re building at DDB Melbourne. We are producing work on a global scale that still feels uniquely boutique, and that values craft and building distinctive brand worlds – and we’re just getting started. This is really just the beginning of the DDB Melbourne agency journey – we have a huge appetite and ambition, and I can’t wait to see where it goes.”

Singapore – Creative studio Heckler Singapore has promoted Xinhui Zheng as head of production to boost its production team.

Zheng was previously the senior VFX producer at the company. She joined the company in 2019 as one of the first employees of Heckler Singapore.

Bringing more than a decade of experience, Zheng helped the company in leading VFX projects. She was at the helm of producing 2D and 3D animation for a global skincare brand, solidifying her position as a trusted partner.

Zheng has produced campaigns for Forsman & Bodenfors Singapore, BBH Singapore, Digitas, Prodigious, Media Arts Lab, Ogilvy WW, and Studio Birthplace. This includes campaigns for brands such as Riot Games, Nike, Samsung, Apple, Fanta, Greenpeace, Jeshi and SK-II.

“Xin’s promotion to head of production is a no-brainer. Our producers really trust and look up to her and she is someone I can always rely on to step up and dig deep when needed. With Heckler Singapore all grown up now (we turned five this year!), I’m grateful to have Xin at the helm overseeing the department. In her new role, Xin will work closely with myself and the artists to manage workflow, plan resources and streamline production,” Charu Menon, managing director at Heckler Singapore, said.

“She has always fostered great client relationships because she goes above and beyond to deliver top-notch, quality work. In some agencies, that has earned her the nickname ‘Amay-Xin!’” Menon added.

Zheng commented, “It’s a massive honour to take on this new role, especially when I think about the calibre of talent we have in Heckler SG. I guess I’m just going to have to put on my big boy pants and try not to mess it up!”

Singapore – Known for its strategic role in the Asia-Pacific region, Singapore attracts global and regional brands eager to test cutting-edge marketing techniques and engage a digitally savvy audience. From data-driven personalisation and omnichannel strategies to influencer collaborations and experiential campaigns, marketing in Singapore is constantly evolving to meet the demands of a connected and diverse consumer base.

In Singapore, brands are increasingly embracing hyper-personalised strategies and leveraging modern and evolving technologies like AI to create seamless, engaging customer experiences. As consumer expectations evolve, marketers are focusing on omnichannel approaches that harmonise digital and physical interactions, from AI-driven personalisation to immersive experiences that resonate with Singapore’s digitally savvy audience.

To empower marketers in navigating Singapore’s ever-evolving marketing landscape, MARKETECH APAC is excited to bring back its highly anticipated conference to Lion City. Taking place on 20 February 2025 at One Farrer Hotel, ‘What’s NEXT in Marketing: Singapore 2025’ offers an exceptional platform for marketers to expand their networks, sharpen their strategies, and drive impactful success in the Singaporean market.

Building on the success of its previous edition, ‘What’s NEXT in Marketing: Singapore 2025’ continues to be a premier event in Singapore, equipping brands and marketers with cutting-edge insights, strategies, and tools to excel in a rapidly evolving industry.

In a dynamic day, industry leaders will gather to exchange insights, ignite innovation, and explore the future of marketing through keynote presentations, panel discussions, and interactive roundtables. 

Headlining the conference are industry leaders such as:

  • Ryan Thoo, VP, Marketing & Growth at Antler
  • X.Y. Ng, Head of Marketing at Doctor Anywhere
  • Bipasha Minocha, Group Chief Marketing Officer at EtonHouse International Education Group
  • Jaren Loy, Head, Digital Growth at FairPrice Group
  • Mira Bharin, Chief Marketing Officer at Trust Bank
  • Joon Ming Yeo, Head of Marketing and Commercial Operations at Urban Company
  • and many more to be announced! 

To learn how to be part of this conference, click HERE for further details.

For sponsorship opportunities, please contact Joven Barceñas at [email protected].

For speaking opportunities, contact Katherine Sy at [email protected]; and for registrations, reach out to Pam Acevedo at [email protected].

Australia –  ALDI Australia is urging Aussies to be extra this Christmas without spending more on a new campaign with creative agency BMF.

The film campaign features a couple tasked to bring a turkey and the gravy boat to a Christmas party, showing how they go over the top to make the celebration more special.

In collaboration with BMF, Zenith Media, and Ogilvy PR, the campaign will run across TV, cinema, radio, OOH, and other channels.

The campaign comes alongside the launch of ALDI’s Christmas recipe generator, called the ‘Festive Extra-nator.’ It is set to feature more than 30 recipes to help Aussies prepare their feasts.

The recipe generator will be available on ALDI’s website starting Nov. 14.

Jenny Melhuish, marketing director at ALDI Australia said, “Every Christmas, even those of us who plan to keep it low-key can’t help but splash out on little indulgences, festive flair, and the finishing touches that make Christmas feel like Christmas. It’s the time of year when everyone ups their game, and ALDI is no exception.”

“Christmas plans tend to escalate pretty quickly. So, it’s great that ALDI is making sure everyone can still bring something extra to the table this year, whether it’s a big ol’ turkey or just a little gravy boat,” David Fraser, co-executive director at BMF, commented. 

Australia – Telecommunications company Telstra has launched a Christmas campaign highlighting the importance of family with advertising agency Bear Meets Eagle On Fire and production company +61.

The campaign emphasises how spending time with the people we love is the true essence of Christmas.

Directed by Steve Rogers, the film campaign follows how a singing donkey goes on a trip around the world just to find itself missing its family during Christmas.

As part of the campaign, Telstra is set to release a Black Friday and Christmas Sale, focusing on improving the in-store experience during the season.

Brent Smart, Telstra’s chief marketing officer said, “This is a second chapter for us. Our second big Christmas ad, following on from last year’s, that was a business success and picked up a couple of Effies. And more importantly, the second chapter in our Wherever We Go brand platform, reminding us that no matter where we go in life, Christmas is about getting back to those who matter most.”

“We wanted to tell a Christmas story without falling into the holiday cliches. Hopefully the heart of this rings true and people get a bit of giggle along the way,” Micah Walker, chief commercial officer of Bear Meets Eagle On Fire, commented.

“It’s a charming story that is so true of Christmas and so naturally adds to our brand idea ‘Wherever We Go,’” Blake Crosbie, managing director of +61, said.

Australia – OpenX Technologies, Inc. has appointed Emma Gronow as its new buyer development director for the ANZ, bringing her extensive experience in digital, mobile, and TV to strengthen OpenX’s programmatic and data-driven solutions across the region. 

Gronow joins OpenX from Little Dot Studios and will collaborate closely with the company’s brand advertisers and agency partners to showcase OpenX’s programmatic and data-driven solutions, including its advanced TV by OpenX offering.

She will report directly to Clay Gill, who also recently joined OpenX from IPG.

Speaking on the appointment, Mitch Greenway, managing director for APAC at OpenX, said, “Emma’s expertise across CTV and digital experience is a welcome addition to the OpenX ANZ team. Her appointment reinforces our commitment to expanding TV by OpenX in the region, and we look forward to her support in strengthening partnerships and driving growth across ANZ.”