Tag: Marketing

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.”

Singapore – The Ministry of Home Affairs (MHA) in Singapore has launched interactive films to combat terrorist threats with the creative agency VML Singapore.

The newly launched films expand the ‘What’s Your Role’ campaign of SGSecure, a national movement that empowers Singaporeans to be vigilant and secure in the face of possible terrorism.

Designed to equip Singaporeans with knowledge of their roles in keeping the country secure, the films call on viewers to make the right decisions amidst various dangers. It highlights the possible consequences of their actions, such as causing fear and division through the spread of misinformation.

@sgsecureofficial

Learn to spot the signs of radicalisation at SGSecure.gov.sg. Let’s play our roles and get timely help for our loved ones before they hurt themselves or others. WhatsYourRole SGSecure StayUnited StayStrong StayAlert

♬ original sound – SGSecure Official – SGSecure Official

As interactive films, viewers are called to ‘choose their own journey’ when facing dangers. It aims to empower Singaporeans to take on their own roles against terrorism, veering away from the gloomy tone of usual films about the topic.

“We all have a role to play in keeping Singapore safe from terrorism. And there’s no role too small. Which is why we leveraged interactive technology to remind and enable Singaporeans to play theirs, and be ready for any emergency,” Nimesh Desai, chief executive officer of VML Singapore, said.

Wilbur Sim, director at SGSecure Programme Office at MHA, commented, “A whole-of-society approach is crucial to safeguard our community from the threat of terrorism. The interactive films highlight the simple actions that everyone can take to protect our loved ones and our community from the multi-faceted threats of terrorism in a refreshing yet thought-provoking style.”

Singapore – APRW, an integrated communications agency, has announced the expansion of its client portfolio with the addition of leading consumer brands in Singapore.

APRW has added Sterra, Lunch Actually Paktor Group, Mathilde Singapore, and Envoku (Live Group) to its client portfolio.

Sterra, an air and water purifier brand, has appointed APRW as its public relations agency, tasking the agency to manage its publicity efforts.

APRW has also provided counsel of Lunch Actually and Paktor’s merger, crafting its announcement and overseeing the release of the Singles Dating Survey 2024.

Meanwhile, APRW will also be at the helm of the publicity efforts of Mathilde, a luxury handbag brand. APRW is set to lead the PR activities and partnerships of the brand, aiming to reflect its commitment to excellence, sustainability, and individuality.

Additionally, APRW is also working with Envoku, an events and engagement agency under Live Group, helping the brand establish its position as an industry leader.

“We’re delighted to have played a part in helping Lunch Actually and Paktor ‘tie the knot’ as they come together to form the Lunch Actually Paktor Group. This union reflects both brands’ dedication to enriching the dating journey and helping singles find their perfect match. As they combine their strengths and expertise, singles across Asia can look forward to even more opportunities to connect and find love,” Cho Pei Lin, managing director of APRW, said.

Julie Chiang, director of APRW, said, “We are thrilled to be working with Sterra, Envoku, and Mathilde Singapore, three brands that are committed to delivering value and innovation in their respective industries. At APRW, our goal is to help our clients build stronger connections with their audiences by delivering thoughtful, strategic PR solutions. We look forward to helping them navigate their journeys and elevate their presence in meaningful ways.”

Singapore – Majority of Singaporean marketers (73%) are concerned with data privacy amidst their preference for data-driven marketing strategies, a new study by Yahoo DSP has revealed.

In collaboration with Millieu Insight, Yahoo DSP’s report aims to provide an overview of Singaporean marketers’ priorities for the upcoming year.

The report reveals a gap in data utilisation, with only 21% fully using online first-party customer data and only 11% using offline customer data’s full potential.

Meanwhile, 75% of marketers plan to adopt artificial intelligence (AI) and machine learning solutions to prioritise predictive analysis and campaign optimisation.

42% of marketers also aim to implement omnichannel campaigns, with mobile being the preferred channel for 39% of marketers. 34% of advertisers also reported spending more on open web platforms, marking an increase to its value for marketers.

The report also highlights performance marketing as a top priority for 61% of marketers, while only 30% will focus on brand marketing in 2025. With this, 76% reported their concern for campaign performance and efficiency, marking it as their top challenge.

While marketers are optimistic about the industry’s future, they face other challenges such as measuring ROI across channels (72%) and integrating data from different sources (56%).

To help address these challenges, Yahoo DSP has introduced new solutions like the AI suite Yahoo Blueprint, creative suite Yahoo Creative, and the Data Maturity Pulse program, which helps brands evaluate and enhance data.

“As we look toward 2025, the study underscores the pressing need for innovation amidst growing complexity in the marketing landscape. Marketers are increasingly focused on performance-driven strategies and cost-efficiency, which necessitates reliable and transparent partnerships. The solutions and features we showcased today are designed to empower marketers with cutting-edge technology that addresses the industry’s evolving landscape. Together, we can navigate this new era and unlock meaningful growth in an ever-changing digital environment,” Kenneth Koh, head of commercial sales of Southeast Asia at Yahoo DSP, said.

“While marketers in Singapore have recognised that data is a valuable tool to understanding and connecting with consumers, many are still grappling with unlocking its full potential. Amid a constantly changing landscape with limited resources and domain expertise, marketers should seek out and utilise like-minded technology and partners to activate first- party data efficiently for enhanced targeting and omnichannel strategies,” Dan Richardson, director of data and insights of AUSEA at Yahoo DSP, said.

“At Yahoo, we’ve developed the Data Maturity Pulse programme aimed at helping marketers navigate their way through the complex data wilderness. From data culture through to strategy, activation and measurement, the programme evaluates an organisation’s data practices and offers actionable steps to enhance their data capabilities and readiness,” Richardson added.

“In today’s hyperconnected world, marketers need to invest in omnichannel campaigns that seamlessly connect with consumers across touchpoints, efficiently. This shift presents a golden opportunity for marketers to harness the power of AI and its tools to enhance targeting and performance, and deliver maximum impact,” John McNerney, managing director of AUSEA at Yahoo DSP, commented.

“Marketers should turn their focus to cohesive, performance-based, omnichannel strategies, combined with transparent and interoperable ad solutions, to maximise reach, drive engagement and deliver value,” McNerney added. 

Singapore – Breast Cancer Foundation (BCF) has launched a new campaign with DDB Group Singapore, encouraging women to undergo breast cancer screening.

The campaign titled ‘Voices for Ibu’ features a rendition of P. Ramlee’s ‘Ibu,’ using it as an anthem against breast cancer. Its lyrics have been reworked to highlight the importance of early detection and self-care among women.

The performance was unveiled during the 16th Pink Ribbon Walk in October to commemorate Breast Cancer Awareness Month. The tribute was performed by celebrities, survivors, caregivers, and community members.

As part of the initiative, BCF also launched a microsite that features the performance along with information on affordable screening through the Community Mammobus Program. Personal stories of people affected by cancer have also been incorporated in the campaign.

Alisandra Khairuddin, a breast cancer survivor who lost her mother the disease, said, “If you have people that love, care, and rely on you, do you want them to go through life not having you around?”

“Even though mammograms are scary at first, it’s even more scary to find out too late,” Hannah Alkaff, who also lost her mother to breast cancer, said.

Meanwhile, BCF also relaunched its digital hub, providing resources for breast cancer patients and caregivers.

Adeline Kow, general manager of BCF, said, “Early detection can rewrite the story for many families. We hope this video will resonate and motivate viewers to prioritise their health by getting mammograms.”

Singapore – English football league Premier League has collaborated with telecommunications company StarHub for a campaign to combat illegal streaming in Singapore.

The ‘Boot Out Piracy’ campaign aims to address the risks of illegal streaming on unauthorised channels amidst this Premier League season’s run.

To highlight the dangers of piracy, the campaign features football players Alisson Becker, Alejandro Garnacho, Jean-Philippe Mateta, Hwang Hee-chan, and Bukayo Saka to speak to fans.

StarHub is the Premier League’s exclusive broadcaster in Singapore, which entails a significant role in promoting the campaign.

Recently, a study by cybersecurity expert Professor Paul Watters revealed that 65.6% of advertisements on unauthorised streaming platforms are high-risk, which may lead to malware or scams.

To further protect the intellectual property rights of broadcasters, the Premier League is conducting efforts to identify and block access to illegal streaming websites. Additionally, it is working with local law enforcement to track illegal streaming services and the people behind it.

The ‘Boot Out Piracy’ campaign is set to roll out in broadcast channels and social media platforms across Hong Kong, Indonesia, Malaysia, Singapore, Thailand and Vietnam.

Kevin Plumb, Premier League general counsel, commented, “We know how passionate our fans are in Singapore and across Asia, staying up late to follow the latest Premier League action. We also know the risks and dangers of watching matches through illegal streams and want supporters to enjoy Premier League content in the best quality and safest way through authorised sources.”

“As well as promoting important messaging, we are working harder than ever with Singapore’s law enforcement authorities and our partners at StarHub to enforce legal measures and take action against piracy. This includes collaborating with StarHub to identify and shut down piracy syndicates and working together with local authorities to address the distribution of illegal streaming devices. We encourage fans to protect their online safety and to enjoy Premier League matches via authorised platforms, which will provide the best viewing experience,” Plumb added.

“The research findings underscore the urgent need for online users to stay vigilant and avoid platforms that stream pirated content. Users may be under the impression that these sites are harmless, but cybercriminals are always planning to launch cyberattacks such as data breaches, ransomware and malware, putting users at significant risks. The Premier League’s Boot Out Piracy campaign helps make these risks clear to fans in Singapore,” Watters said.

“As the Home of Sports, StarHub is dedicated to providing fans with the best possible viewing experience. We firmly believe in the importance of protecting our content from piracy. Piracy undermines our industry and threatens the future of sports content. By prioritising content protection, we ensure that fans can enjoy their favourite sport in a safe, secure environment,” Johan Buse, chief of consumer business group at StarHub, said.

“StarHub is proud to support Premier League’s ‘Boot Out Piracy’ campaign, and we are committed to fostering a vibrant sports community where every moment is valued and celebrated. Together, we urge fans to enjoy the game through legitimate channels, safeguarding the future of football for everyone,” Buse added.