Tag: Marketing

Philippines – Delivery platform GrabFood, in collaboration with advertising agency Publicis JimenezBasic (PJB), has launched a new campaign that delves into the diversity of Filipino cuisine.

Through the ‘Food Speak’ campaign, GrabFood celebrates the wide food selection in the country, varying in each city and region.

The campaign video shows how food is used as a language, highlighting cultural nuances related to different dishes.

Taking on different creative executions, GrabFood’s campaign is being promoted through social media, radio, and in-app advertising.

J-anne Aruta, Grab Philippines country marketing head, said, “The culinary landscape of any city — shaped by food innovators and entrepreneurs — defines the gastronomic culture that citizens and tourists get to enjoy. And as we bring GrabFood to more cities across the country, we enrich the experience of Filipino foodies by giving them access to a wider base of exciting food concepts, enabling them to better understand and appreciate their city’s very own taste palate.

“This campaign is our tribute to the unique food landscapes in each of the cities we are in — demonstrating how determined we are to connect more people to a broader spectrum of flavors they need and deserve to try,” Aruta added.

“When you get the chance to let creativity loose on a campaign especially with a brand like Grab that’s well-known for pushing the envelope, you can’t help but jump on that chance,” Mike dela Cuesta, PJB group creative director, said.

Singapore – impact.com, a partnership management platform, has appointed Emma-Jayne Owens as senior director of community and enablement for the Asia-Pacific and Japan (APJ) region. 

Owens’ appointment at impact.com entails a focus on stakeholder training, advocacy, and community enablement activities in APJ, particularly in Southeast Asia (SEA).

Through the newly created position, Owens is tasked to deliver initiatives that will inspire the marketing industry including roundtables, networking events, sales coaching, and others.

In SEA, Owens will support the company’s expansion and market education, identifying Singapore, Malaysia, and Indonesia as key markets.

Owens has held senior leadership roles at companies such as Blis, Australian Radio Network, Big Mobile and ninemsn (MI9). She brings a comprehensive background in strategic planning, operational leadership, and revenue generation in the digital and media technology industry.

“We’re bringing in a leader of EJ’s pedigree because we‘re committed to driving the advancement of the partnership economy across APJ. Her expertise in building high-impact industry relationships and education programs will be instrumental as we continue to empower our community of brands, agencies and publishers in the region, especially in SEA to unlock growth through affiliate, influencer and customer referral marketing — especially critical as the industry navigates rising customer acquisition costs and tighter marketing budgets,” Adam Furness, APAC Managing Director at impact.com, said.

Owens commented, “What excites me most about this role is the opportunity to combine my leadership and coaching experience with my passion for people and connections – which is what the Partnership Economy is all about. I look forward to building programs that deepen industry knowledge in a diverse market like Southeast Asia, creating both on and offline events and initiatives to help upskill and inspire the next generation of partnership marketing leaders.” 

Bangkok, Thailand – Dusit International, a hotel and property development company in Thailand, has announced its sponsorship of the reality show ‘The Maverick Academy’ to promote culinary talents from Southeast Asia.

With Dusit International as a key sponsor, ‘The Maverick Academy’ gathers chefs to showcase their talents through a series of culinary challenges.

Produced by AR Asia Productions, the show features eight skilled chefs from SEA, including Woottisak ‘Woody’ Simhong, a culinary instructor at Dusit Thani College.

Through the cooking challenges, host and chef Alvin Leung embarks on a quest to seek his culinary prodigy who will join him as an apprentice and business partner. Leung is known for his modern take on Chinese cuisine, incorporating new flavours in various restaurants.

Joining Leung is co-presenter Eric Chong, his first apprentice. The show also features renowned chefs and restaurant owners as judges, including Dusit Thani Bangkok’s managing director Adrian Rudin. 

As part of the collaboration, the competition used the facilities at Dusit Thani College. A challenge also featured Dusit dining venue, Baan Dusit Thani.

Besides Dusit, other sponsors include Lexus, Mastercard, Makro, Lubuds, CPF, and the Tourism Authority of Thailand.

“Dusit International’s sponsorship of The Maverick Academy underscores our dedication to excellence in culinary arts, personalised service, and hospitality education. With its dynamic format, broad appeal to diverse audiences, and an exciting lineup of culinary talent from Thailand, the show serves as an exceptional platform to champion culinary excellence in our country and celebrate the kingdom’s rich gastronomic heritage,” Suphajee Suthumpun, group chief executive officer at Dusit International, commented.

Philippines – ING Hubs Philippines has recently announced the appointment of Lana Macapagal as its new head of communications, brand and marketing communications, ushering in a fresh chapter for the organisation as it strengthens its brand presence in the Philippines. 

With over 14 years of experience in branding and marketing communications, Macapagal aims to steer the organisation’s branding and communication strategies, aligning them with global objectives while harnessing local opportunities.

In an exclusive interview with MARKETECH APAC, Macapagal discussed her new role and unveiled a strategic roadmap aimed at strengthening ING’s position as a premier global capability hub and a top of employer of choice in the Philippines.

Banking on stories to boost visibility

Before joining ING, Macapagal was the PR lead for Asia-Pacific at Rakuten Viber, where she significantly influenced the company’s public relations and communication strategies throughout the region. Over her more than five years at Rakuten Viber, Macapagal also took on business development responsibilities, forging strategic partnerships with some of the most prominent and respected companies in Asia-Pacific. Prior to her tenure in the tech industry, she launched nationwide campaigns and promotions for retail brands, which she credits with honing her marketing communication skills.

For Macapagal, effective storytelling is a powerful tool in shaping a brand’s reputation. Her goal is to craft messages that deeply resonate with audiences and stakeholders, leaving a lasting and meaningful impact. 

“By making sure our stories are authentic, compelling, and newsworthy, I aim to strengthen ING’s visibility and ensure our story reaches the right people in the most impactful way,” she expressed. 

In her new role at ING, Macapagal’s top priorities include developing a unified brand strategy, driving innovative marketing initiatives, and crafting compelling narratives to strengthen ING’s stakeholder connections.

“By thoroughly understanding our audience, crafting a clear brand message, and ensuring consistent communications across all platforms, we can build a cohesive and powerful brand identity,” she shared. 

Macapagal emphasised the importance of aligning the local brand strategy with ING’s global business strategy, ‘Growing the Difference.’ Through a deeper understanding of target audiences and a focus on consistent messaging across platforms, she aims to cultivate a cohesive and powerful brand identity.

She added, “In the past years, ING has already made the difference globally. How do we leverage this and continue grow the difference locally? This is one of the exciting challenges I am happy to take! “

Turning exits into opportunities

In 2022, ING announced its decision to exit the retail banking market in the Philippines, focusing solely on its wholesale banking business and global shared services operations in the country.

According to Macapagal, she views ING’s exit from retail banking not as a challenge but as an opportunity to re-establish the brand’s identity in the local market.

“ING Hubs Philippines started with only 27 employees in 2013 and is now at over 6,000 employees by the end of 2024. While shifting away from the very first digital retail banking in the Philippines may bring in some challenges, we’re in a strong position to succeed. Our strategic focus on shared services and wholesale banking positions us for more long-term success in the Philippines,” she stated. 

Furthermore, Macapagal sees this as an opportunity to shift public perception, positioning ING not just as a bank but as a global capability hub and a top employer in the shared services industry, highlighting its strengths and values.

“While there are many well-established players in the industry, ING Hubs Philippines is rapidly catching up. ING Hubs PH has a unique value proposition for our people that sets us apart, along with a corporate culture that differentiates us from the competition,” she explained.

The company is experiencing significant year-on-year growth, both in terms of headcount and the complexity of its services. Over the past 11 years, the company has evolved from offering a few banking services to providing over 280 diverse services, ranging from wholesale banking to tech engineering, data analytics, regulatory services, and more.

“As a shared services organisation, ING Hubs Philippines is a valuable partner in enabling ING Bank’s strategy to grow the difference for customers worldwide. We want to do more business, with more customers, in more ways, with customer value and sustainability at the centre,” she said. 

“Whether it’s developing an app to be used by customers worldwide or running operations on the foreign exchange markets, our work is transforming banking as we know it, touching the lives of millions and contributing to a safer financial system and society at large. It’s a great story to tell, and I am honoured and humbled to be part of shaping how we share it with the world,” Macapagal added. 

She shared that they are now rolling out a comprehensive campaign that highlights ING’s competencies, people, culture, and value proposition for Filipino talent. Macapagal proudly shares that apart from the remarkable growth of ING Hubs PH, the company has the best work culture and people offer.

Banking on change to power the future

Macapagal believes the financial services landscape in the Philippines is rapidly evolving, driven by digital transformation. Key advancements include fintech, mobile banking, online payments, cloud computing, and data analytics, alongside the rise of virtual and hybrid work environments, all of which are reshaping how financial services are delivered.

She highlighted that these advancements present key opportunities for ING. Their strength in wholesale banking allows them to support large-scale businesses with tailored, tech-driven solutions. Additionally, as a global shared services hub in the Philippines, ING is also expanding its digital capabilities to create efficient processes, innovative services, and impactful work that contributes sustainably to society.

“By staying at the forefront of these industry shifts, ING can continue to build on its legacy and drive growth in this dynamic market,” Macapagal stated. “Trends are fleeting, and public attention will always shift to the newer, brighter, and shinier things that are fun for several minutes, until the next thing comes along. Few things are everlasting: purpose and intentions.”

Looking ahead, Macapagal shared that ING’s growth ambitions over the next three to five years are not only to be a top employer of choice but also to become a world-class talent magnet. To achieve this, ING plans to attract diverse talent from all career stages and backgrounds through a deliberate, international strategy.

She emphasised that ING will always prioritise purpose-driven branding that reflects their Orange Culture values and behaviours, ensuring it remains authentic, responsible, and honest.

“We want to attract people who feel connected to our brand and our culture and can contribute meaningfully to our purpose. Empowering people to stay a step ahead in life and in business is the brand purpose and will always be our guiding principle in everything that we do,” Macapagal concluded. 

Singapore – Risk-taking and conscious consumerism are among the key trends that is set to shape social media in 2025, according to socially-led agency We Are Social’s latest report. 

We Are Social’s report has found that 59% of marketers are taking more risks by producing unusual content and forging partnerships with divisive creators. 66% of marketers have also boosted their ethical and sustainability messaging with more people becoming conscious consumers.

Additionally, the report emphasises the shift to a more relaxed and less-pressured online environment. It shows how the internet has become a place for escape, reminiscent of the 2000’s online space. 

Meanwhile, content creators are significantly shaping popular culture online, resulting to audiences delving more into entertainment. 

Fandoms are also trending, resulting to marketers gate-keeping content for intimate experiences. This includes customer-only initiatives and closed social channels.

Mobbie Nazir, We Are Social’s global chief strategy officer, said, “We know that a lot of people feel overwhelmed by their online experiences today; even spending time on social can be exhausting at times. That’s why it’s been so encouraging to see the emergence of ‘The Liveable Web’ as a theme this year – separating joy from progress and prioritising slower consumption. We also see more audiences actively seeking out more raw emotion and less sanitisation; this in itself is a creative gift to marketers everywhere – particularly those willing to take a few risks.” 

“Think Forward 2025’s predictions about the direction of social content highlights some really exciting trends for the creative minds in our industry. We can see that joy is creeping back into social, and this offers huge opportunities to the brands who are willing to lean into this. However, it’s clear from the survey responses that marketers are still falling behind when it comes to the vernacular of the online world – to really understand the fast moving and complex social, you have to be embedded in it,” Paul Greenwood, global head of research & insight at We Are Social, commented. 

Singapore – Coda, a digital content monetisation company, has refreshed its brand to demonstrate its focus on its partners’ growth. From ‘Coda Payments’, the company has updated its name to ‘Coda’, reflecting its intent to go beyond payments and gaming.  

The rebrand highlights Coda’s aim to focus on driving opportunities for its partner’s growth globally. More than its focus on payments and gaming, Coda is also championing success for its partners. 

With its new tagline, ‘Customize. Maximize. Monetize.’, Coda is reinforcing its commitment to its partners, allowing them to customise solutions, maximise efficiencies, and monetise content.

Through the rebrand, Coda positions itself as a catalyst for growth, helping businesses with commerce solutions. Additionally, the new identity strengthens its connection to its flagship sub-brand Codashop and its parent brand.

Consequently, Coda has revealed its new website, donning its new logo. Aligning with its brand identity, the website features a modern design that emanates a confident and conversational tone.

“Our new brand reflects how far we’ve come and where we’re heading. This isn’t just a cosmetic change. It’s a statement of intent. We stand out as a partner who is delivering customized solutions and maximizing growth for our partners. Our brand now reflects this,” Claire Weston, chief marketing officer at Coda, said.

Kuala Lumpur, Malaysia – Shell has unveiled more rewards for customers through a loyalty campaign with creative agency GrowthOps Asia.

Shell and GrowthOps’ campaign builds on the ‘Quest For More’ campaign, focusing on the opportunity to unlock more rewards through purchases on the Shell App. 

Customers can increase their BonusLink points on the app through each purchase of fuel of items from Shell Select and Shell Café. During the campaign’s duration, users can gain significantly more points when buying Shell fuels.

Through the collaboration with GrowthOps, Shell also showcases its digital innovations and its commitment to improving customers’ digital experiences.

The campaign is running across digital-out-of-home, digital media, app, radio, CRM, and Shell’s retail stores.

“Identifying customer loyalty as the next step in our campaign journey with Shell was a strategic move rooted in the goal of building longer-term, value-driven relationships. The Quest For More campaign laid a solid foundation, and with this loyalty extension, we’re excited to offer Malaysians more reasons to choose Shell, not just for fuel but for a rewarding lifestyle,” Seow Lee Ming, general manager at Shell Malaysia, said.

“We are excited to continue the adventure with Shell. Through this campaign, we’ve created a dynamic experience that not only highlights the benefits of multiplying rewards via the Shell App but also celebrates the loyalty of Shell’s customers by making every visit more exciting,” Chris Greenough, general manager of GrowthOps Malaysia, commented.

Kuala Lumpur, Malaysia – Travel service provider Trip.com has launched a brand campaign at Kuala Lumpur International Airport (KLIA) through a partnership with advertising company Meru Utama Sdn Bhd (VGI Airports).

Trip.com’s collaboration with VGI Airports is part of its effort to enhance brand visibility in Southeast Asia (SEA). It leverages KLIA’s prominent advertising spaces including aerobridges, walkways, and landside areas.

The campaign aims to inform travellers of Trip.com’s features and travel solutions. The travel service provider helps travellers with flight bookings, hotel accommodations, car rentals, and other experiences.

Through the partnership, Trip.com leverages KLIA as one of the busiest airports in SEA.

Stephane Thong, general manager at Trip.com Malaysia, said, “We are thrilled to partner with Malaysia Airports on this exciting brand campaign. Kuala Lumpur International Airport is a key gateway to Asia and beyond, making it an ideal platform to showcase Trip.com’s offerings to an international audience. This collaboration not only boosts our brand visibility but also demonstrates our commitment to supporting the resurgence of global travel.”

“As the appointed media concessionaire for KLIA, we are delighted to welcome Trip.com as a key brand partner. The synergy of this partnership perfectly demonstrates the power of advertising at one of Asia’s premier airports, with Trip.com’s global reach and innovative travel solutions resonating well with the diverse international audience passing through KLIA’s terminals,” Herman Lim, general manager, of VGI Airports, commented.

New York – Marketing network Stagwell, is expanding its global reach with the addition of digital marketing agency Blue Horse and design studio DashDigital to its global affiliate network.

Malaysia-based Blue Horse and DashDigital from South Africa are set to contribute to Stagwell’s aim of providing solutions for clients globally.

Focusing on performance marketing needs in Southeast Asia, Blue Horse assists in daily operations to maximise profits. It provides specialised solutions for clients across consumer and e-commerce industries.

Meanwhile, DashDigital serves clients globally. It leverages in-depth research, strategy, and technology to boost audience engagement for brands and agencies.

Stagwell’s global affiliate program provides clients globally with access to full-service solutions, allowing both the company and its partners to expand their reach beyond local markets.

Nicholas Wong, co-founder and director of Blue Horse, commented, “Blue Horse Digital Marketing thrives on the leanness of our operations to provide highly personal services in a massively growing digital economy. We are very excited to be a Stagwell affiliate partner and hope to leverage on their support towards creating more effective and holistic offerings to our current and potential clientele.” 

“At DashDigital, collaboration is everything, so the opportunity to join Stagwell’s affiliate program is huge for us. We can’t wait to harness the immense resources and possibilities the partnership will afford us, continuing on our mission to push the boundaries of design and encourage our clients to do the same,” Rogan Jansen, co-founder and creative director at DashDigital, said. 

Singapore – Renaissance Hotels, a brand under Marriott Bonvoy, is supporting local artisans and small businesses through the launch of the global digital marketplace ‘R Finds’

Beyond being an online marketplace, ‘R Finds’ is part of Renaissance Hotels’ effort to connect travellers with culture and community across the globe.

To empower local artisans and entrepreneurs, Renaissance Hotels has designed the marketplace to be commission-free, allowing small businesses to widen their reach globally without additional costs.

The digital platform has been assembled with Reinassance Hotels’ Navigators, the brand’s community experts with connections on-ground. The Navigators helped curate local products from hidden creative businesses. 

Customers can find handcrafted goods and food from ‘R Finds,’ representing the distinct culture of different neighborhoods.

The platform features brands Amorío from Mexico, EIRA from India, Larimar from the Dominican Republic, Suraquia from Spain, and Mince from Thailand. It also includes US retailers like Sunday Standard, Ox & Pine Leather Goods, and Meyer the Hatter.

Embodying an editorial approach, the site features content from Wallpaper magazine and contributions from celebrity guest editors.

The debut of ‘R Finds’ is part of Renaissance Hotels’ commemoration of Global Day of Discovery each Nov. 19, which celebrates local communities and businesses through events.

“With the launch of R FINDS, we’re evolving Global Day of Discovery from a one-day celebration of localism to a platform that fosters meaningful connections year-round. This digital marketplace connects travelers instantly to unique makers from around the world, proving that our commitment to generating positive and sustained impact for our neighbors extends far beyond the walls of each hotel,” Jennifer Connell, vice president and global brand leader of premium distinctive and collection brands at Marriott International, commented.