Tag: Marketing

Singapore – International Muslim traveller arrivals are projected to reach 245 million by 2030, according to a report by Mastercard and CrescentRating. Seeing the substantial growth in the Halal travel sector, the report shows an expected rise in travel spending to US$230 billion.

Mastercard and CrescentRating’s report indicates a surge in international Muslim travel, emphasising its rising economic impact in the industry. According to the report, international Muslim arrivals reached 176 million in 2024, a 25% increase from 2023.

The report identifies the trend of smart apps shaping Muslim travel preferences. Muslim travellers are increasingly using digital tools for faith-aligned services and personalised experiences. 

With the rise in Muslim travel, there is a growing demand for alcohol-free environments, Halal-certified dining, prayer facilities, and gender-segregated amenities. Women are also driving demand for safer and inclusive spaces.

Meanwhile, younger Muslim travellers are increasingly opting for solo adventures, prioritising autonomy. There is also a rising interest in tech-free, spirituality-focused escapes.

In terms of leading destinations, Malaysia maintains its top position among Organisation of Islamic Cooperation (OIC) destinations, recognised for its accessible Halal-friendly services. Türkiye, Saudi Arabia, and the United Arab Emirates are also notable destinations.

Among non-OIC destinations, Singapore continues to lead due to its emphasis on inclusivity. Meanwhile, Thailand and the Philippines are emerging as Muslim-friendly destinations in Southeast Asia. Other significant non-OIC destination includes Hong Kong and Taiwan due to Muslim-friendly infrastructure and restaurants. 

Fazal Bahardeen, founder & CEO at CrescentRating, said, “As we launch the 10th edition of the Mastercard-CrescentRating GMTI, we celebrate an eleven-year journey of innovation with Mastercard. This report is a catalyst for change, shaping tourism policies globally. Together with Mastercard, we remain committed to building a travel ecosystem rooted in understanding, inclusivity, and excellence, ensuring travel continues to bridge cultures and celebrate diversity.”

Safdar Khan, division president, Southeast Asia at Mastercard, said, “Tourism is a powerful driver of economic growth in Southeast Asia, supporting job creation, empowering local tourism businesses, and advancing national development agendas. Mastercard remains committed to working with governments, tourism authorities, and industry partners to elevate travel through inclusive growth, digital innovation, and data-driven insights. The 10th edition of the Mastercard-CrescentRating GMTI reflects a long-standing collaboration built on shared purpose to help shape a more resilient, inclusive, and opportunity-rich travel ecosystem.”

London – Creative solutions company M+C Saatchi Group has appointed Jackie Stevenson as its global chief strategy and innovation officer, effective August 1, 2025. She is set to report directly to Zaid Al-Qassab, global CEO at M+C Saatchi Group.

Stepping into a newly created role, Stevenson will focus on leading M+C Saatchi Group’s business strategy, forging new global partnerships and exploring global revenue growth opportunities.

As she joins the company’s global leadership team, Stevenson will also lead the global marketing and communications function. She will also chair the new global growth council, working closely with CEOs, clients, and partners.

With the appointment, M+C Saatchi Group is reinforcing its belief in ‘cultural power,’ seeing its impact in enabling transformative growth through innovation.

Prior to the appointment, Stevenson held the role of chief growth officer, EMEA at IPG.

Stevenson said, “M+C Saatchi Group is carving out a role at the cutting edge of culture, creativity, and technology where I believe the most powerful ideas are born. Their commitment to independence and relentless drive for innovation that performs for their clients is exciting, and they’re moving at speed. With a new engine built to unleash Cultural Power at every touchpoint and a fast-growing global footprint, the group is primed for the future, and I’m thrilled to join Zaid and the team to help shape the next chapter.”

“I am thrilled to welcome Jackie to M+C Saatchi. Her client-first mindset, strategic expertise, and operational leadership make her the ideal person to shape our future growth—for our clients and our business,” Al-Qassab said.

“Jackie brings a rare blend of entrepreneurial spirit, global experience, and a strong grounding in both creativity and media, which will be invaluable as we evolve our offering, deepen our capabilities, and build a more connected, competitive Group. Her leadership will help us unlock new opportunities and ensure we’re delivering meaningful, culture-driven impact across every touchpoint,” he added.

Singapore brands’ success hinges on more than just reaching consumers—it is also about engaging them through intelligent, seamless, and personalised connections. Marketers stand at the forefront of this evolution, harnessing advanced technologies to keep pace with the dynamic industry. To thrive, brands must navigate the AI-first world, leveraging its capabilities while strengthening their omnichannel strategies.

Designed to empower this shift in the industry, the ‘AI-volution: Spark, Engage, Convert’ workshop is heading straight to the hub of innovation to dive into AI and omnichannel strategies for customer engagement. While discussing practical applications in marketing, the event will also gather brands and industry experts to share insights and ultimately shape customer engagement strategies.

The workshop will be held on 2 July 2025 at InterContinental Singapore,  from 9:30 a.m. to 12:30 p.m. SGT. Through the event, brands will gain knowledge on methodologies and platforms essential for forging meaningful connections with customers. It aims to demystify how AI-driven personalisation and omnichannel journeys are becoming the catalyst for sustainable growth.

Participants can expect mastery of omnichannel, blending AI with human connection, and customer-centric growth through the workshop. The event will cover strategies for creating seamless customer journeys, leveraging AI for personalised interactions, and the importance of innovative digital chat. Attendees will also engage in interactive sessions and hear from industry leaders on customer-first principles for sustainable growth.

Leading this transformative session is Asnawi Jufrie, vice president and general manager for Southeast Asia at SleekFlow, an omnichannel conversational AI platform. Jufrie’s extensive background in CRM, CX, and AI positions him to provide extensive insights on how brands can scale through smart automation while preserving the human element in their customer-first approach. More speakers will be announced soon to complete the lineup.

SleekFlow partnered with MARKETECH APAC to host the event. To join the AI-volution and redefine your brand’s customer engagement, register your interest here to secure a spot and step into the future of intelligent customer engagement.

Philippines – Security Bank has released a new video series highlighting its culture of career growth. Featuring the real stories of its employees, Security Bank’s ‘#YouMatter’ video series showcases how employees feel valued and empowered to achieve growth in their careers.

Through the video series launch, Security Bank is reinforcing its commitment to nurturing a culture where people feel seen in the workplace, encouraging them to deliver better banking services.

The series shows how Security Bank empowers employees, from fresh graduates to career shifters, to grow. It emphasises how the bank believes in the power of recognition as a driver of growth.

It features Security Bank employees such as Jaezelle Romero, customer service officer; JP De Guzman, process manager; Cherry Sabado, head of training and engagement for retail credit operations; and Frances Trinidad, HR business partner, among others.

Each featured employee shared their experience working at the bank, including how it provides flexibility and support during difficult moments in their lives.

More than motivating them to show up at work, Security Bank also inspires its employees to contribute to the world in other ways. The video series also presents ‘Learn for a Cause,’ Security Bank’s program that helps fund children’s education. The program is made in collaboration with LinkedIn Learning.

“At SBC, we make sure every employee feels seen, heard, and supported—that’s the core of #YouMatter,” Nerissa Berba, chief people officer at Security Bank, said.

Philippines – Havaianas Philippines is emphasising the comfort provided by flip-flops through the release of a new digital content with advertising agency GIGIL. As part of its ongoing ‘#BreakTheRush’ campaign, Havaianas uses a visual metaphor to illustrate relaxation from the brand’s footwear.

GIGIL’s new work shows the distinct form of a Havaianas slipper, shaped through a foot massage, depicting the soothing feeling of wearing it. It shows how Havaianas flip-flops can provide a massage-like experience for users.

The ongoing ‘#BreakTheRush’ campaign aims to veer away from the demands of a fast-paced lifestyle, offering relaxation and ease through comfortable footwear. Through the campaign, Havaianas encourages Filipinos to take breaks from their usual busy routines and reminds them to slow down.

A previous iteration of the campaign drew attention to green spaces within Metro Manila. The visual identified a patch of urban greenery on Google Maps, resembling a Havaianas slipper. It emphasises the importance of connecting with nature as a form of relaxation.

Creating brand impact in Indonesia isn’t just about being bold—it’s about being in sync. Sync with shifting cultural signals, digital behaviours, and the pace at which new expectations emerge.

Cheil Indonesia operates at this intersection. With an integrated model built on data, creativity, and technology, the agency delivers connected brand experiences that are not only agile and relevant but also measurably effective. Grounded in local nuance and backed by a global network, Cheil Indonesia is redefining how brands stay culturally sharp and future-ready.

In this edition of Agency Leadership Decoded, MARKETECH APAC sat down with Joo Hwan Kim, CEO of Cheil Indonesia, to uncover how he’s guiding the agency through a digitally driven era—fuelling Gen-Z-led innovation, embracing AI-powered marketing, and championing a culture where purpose and performance go hand in hand.

A culture built on creativity, collaboration, and purpose

Transitioning into the Indonesian market after more than a decade in India, Kim knew that leading effectively would mean blending Cheil’s global mission with local sensitivity.

“My leadership philosophy revolves around cultivating a culture where creativity, collaboration, and purpose thrive. In a market as dynamic as Indonesia, balancing freedom and flexibility with a cohesive, shared vision is vital,” Kim said. 

At Cheil Indonesia, that shared vision is reflected in its integrated model—where data, creative, and technology teams work together from start to finish. “This structure empowers the team to stay ahead of trends, adapt to challenges, and deliver measurable value that resonates deeply with both clients and consumers,” he added. 

For Kim, that synergy is the engine behind effective storytelling and performance. 

“Data uncovers insights into consumer behaviour and market trends… Creativity transforms these insights into engaging narratives, while technology enables seamless execution and delivers measurable results,” he explained.

Kim highlighted that this synergy runs through every stage of the agency’s workflow—from initial strategy to final execution—enabling them “to design brand experiences that not only meet but consistently exceed client expectations, driving meaningful and measurable outcomes.”

“Ultimately, our vision is to position Cheil Indonesia as the leading integrated, data-driven performance agency, recognised for its unmatched ability to deliver impactful engagement,” he said. 

Fuelling Gen-Z creativity and culture from within

A distinct hallmark of Cheil Indonesia is its Gen-Z-driven energy, something Kim sees as key to the agency’s agility and relevance.

“It fosters bold thinking, inclusivity, and a willingness to challenge traditional norms, driving us to create ideas and campaigns that resonate with today’s hyper-personalised audiences,” Kim shared. 

“This mindset energises every aspect of our work, from brainstorming innovative concepts to executing campaigns that connect meaningfully with diverse consumer groups,” he added. 

Internally, Kim shared that the agency has built a culture where collaboration and experimentation thrive. “We actively promote Employee Generated Content (EGC). By empowering employees as authentic brand ambassadors, we not only showcase our culture and values but also enhance our connection with clients and consumers alike.”

By encouraging participation across all levels, Cheil ensures its teams are attuned to the trends shaping Indonesia’s ever-evolving marketing landscape—especially those influenced by younger, digital-native audiences.

Local-first, globally inspired

As a representative agency for Korean brands and culture, Cheil Indonesia is uniquely positioned to tap into the country’s K-culture wave—but Kim underscores that cultural relevance is always a local game.

“Our ideal strategy is ‘glocalization’—thinking globally but acting locally. By combining the best cases from our global network with deep local insights, we create campaigns that are innovative, culturally relevant, and resonate with the unique dynamics of the Indonesian market,” he explained. 

This is especially critical when navigating the behaviours of Gen Z, who, as Kim puts it, “change at nano speed.” Balancing global best practices with a culturally sensitive lens is how Cheil creates lasting impact in an increasingly crowded space.

Harnessing AI for personalisation—without losing the human touch

AI and automation are reshaping how marketers operate—and Cheil Indonesia is embracing these tools to deliver smarter campaigns.

“These tools enable brands to connect with the right audience at the right time, delivering tailored messages and offers that align precisely with consumer intent,” said Kim.

However, he’s quick to stress that technology alone isn’t enough. “While AI is a powerful enabler, creativity remains irreplaceable. Authentic connections require a human touch—an emotional resonance that only human creativity can achieve.”

Kim shared that Cheil Indonesia uses generative AI for ideation, client presentations, and data-driven strategy development. The agency also encourages team members to gain certifications in Gen AI to build long-term capability. 

“These innovations align perfectly with our mission of creating connected experiences that matter, ensuring that we deliver impactful and meaningful interactions,” Kim added. 

Adaptability as a leadership cornerstone

For Kim, one of the defining lessons of his transition to Indonesia has been the power of shared vision and adaptability.

“Indonesia’s vibrant, diverse market has taught me to appreciate the nuances of cultural differences while staying anchored in Cheil’s global values,” he reflected. 

That outlook drives his leadership approach: “We encourage collaboration across teams and invest in continuous learning, believing that creativity is nurtured, not innate. I always urge our people to embrace unfamiliarity and actively seek diverse experiences.”

Above all, Kim believes that staying curious and agile is key.

“The marketing world is ever-changing, and staying static is not an option. This is why I emphasise the importance of staying curious, taking calculated risks, and learning from both successes and failures.”

As Cheil Indonesia continues to grow, that commitment to learning, adaptability, and human-led creativity will be what sets it apart.

“Cheil Indonesia thrives on this culture of agility and openness, which drives us to create impactful, connected experiences that matter,” he concluded.

As the advertising industry becomes more complex, creativity that disrupts has become more than welcome. The media landscape, filled with various messages and expressions, has necessitated that agencies be exceedingly unique. Breaking conventions, not an easy feat, has become a need.

Amidst this reality, TBWA\Santiago Mangada Puno (TBWA\SMP) has placed disruptive creativity at its core, building a culture that allows bold ideas to thrive. While not easy, the agency aims to constantly break norms in its work.

In MARKETECH APAC’s latest Agency Leadership Decoded, Paolo Broma, chief marketing officer at TBWA\SMP, reveals how the agency maintains its relevance through its relentless commitment to openness to new concepts. Through the exclusive interview, Paolo shares how he plans to elevate TBWA\SMP’s work through his leadership mindset while embracing new technologies to innovate its strategies. 

Embodying ‘radical openness’ to bold ideas

For agencies such as TBWA\SMP, ingenuity is paramount to success. As Paolo steps in to lead the marketing efforts of the agency, his goal is to build a space where the team’s bold ideas can thrive. He aims to build the conditions to enable the team to execute their ideas well. 

To ensure this, Paolo emphasises the importance of receptiveness to new concepts. At TBWA, it is expected of people to constantly defy conventions and “prototype the unexpected.”

“One principle I always return to is radical openness — a mindset that my mentor, our Chief Creative Officer Melvin Mangada, consistently advocates for. It’s about embracing collaboration, encouraging diverse and even conflicting perspectives, and maintaining a constant radar for cultural, technological, and market shifts,” he said.

Embodying openness also means embracing new technologies for Paolo, which has become part of his operations. Needing to process huge quantities of information, he shares how AI deep research has been helpful.

“Personally, I stay deeply attuned to emerging knowledge — across technology, culture, and behavioural shifts… I see this as a key part of disruptive creativity: connecting seemingly unrelated dots to surface ideas and opportunities that feel both fresh and inevitable,” he said.

Part of Paolo’s responsibility in his role is overseeing TBWA\SMP’s PR business unit. More than helping brands tell their stories, he also aims to increase visibility and amplify the agency as a “brand in its own right.”

“We’re working on sharpening how we show up in platforms like LinkedIn and earned media — ensuring our leaders, work, and provocations are visible to both prospective clients and talent,” he shared.

While contributing to the wider industry through substantial thought leadership, the agency is also working on innovation projects internally to create value propositions.

“Beyond being seen as able to adapt to the latest technological developments and societal shifts, I think it is imperative for my organisation to be seen as a catalyst of change, as an agile and potent partner that can lead clients to more disruptive and groundbreaking work,” he said.

Notable milestones

Having been around since 2001, TBWA\SMP has garnered recognition for its creativity in working with well-known clients. Looking back on the agency’s notable achievements, Paolo reflects on the impact of each milestone.

“One early milestone was the launch of How’s Everything, our in-house film production unit — the first of its kind in the local industry. It closed the gap between idea and execution, deepened brand intimacy, and dramatically improved lead times and cost efficiency,” Paolo shared.

He also highlighted the agency’s annual internal hackathon called ‘OOMPH,’ where they fund the business ideas of their youngest team members. “It’s a way to remove traditional hierarchies and foster entrepreneurialism from within. It’s not just symbolic — several of the winning ideas have actually made it into the market,” he said.

“We also launched DLAB, our digital innovation and web production unit — a highly experimental space that actively partners with AI specialists and data scientists. It’s where we test what’s next, and it’s already influencing live campaigns,” he explained.

He added, “Together, these initiatives have deepened our capabilities, enhanced our agility, and redefined what being a ‘full-service agency’ can mean in a world shaped by constant disruption.”

Mastering ‘systems thinking’

Similar to the challenges faced by other agencies, TBWA\SMP also has to maintain its relevance amid shifts in client expectations and digital tools.

“One response has been to create agile teams that cut across data, PR, production and tech — breaking down silos to deliver integrated solutions.  Radical openness at work!” Paolo said.

“We’ve also made a conscious effort to upskill our talent and collaborate with specialists from new disciplines — AI engineers, data scientists, coders — creating a culture of experimentation that keeps us adaptive and inventive,” he added.

Navigating challenges and heading towards success needs leadership that masters “systems thinking.” For Paolo, this mindset is an important aspect of leadership, going beyond measuring campaign effectiveness.

“You need to understand the interplay between culture, talent, commerce, and technology — and use that understanding to build scalable, solutions, be it solutions for the client or the agency,” he said.

He added, “I also believe in building with both intuition and intelligence — human and artificial. I’m not embarrassed to say I’ve become reliant on AI — not dependent, which implies helplessness — but deliberately co-piloting with it. It has made me sharper, faster, and more reflective.”

Finally, leaving advice for future leaders in the industry, Paolo said, “Don’t gatekeep creativity. Make room for other voices — especially those with different backgrounds, skills, and perspectives.”

As an agency fuelled by bold ideas and creativity, TBWA\SMP builds a solid foundation with “radical openness” as a culture more than a belief. Moving with the aim of disrupting the industry with bold ideas, the agency is setting new standards, allowing creativity to thrive through innovation and collaboration.

The branding industry is constantly challenging agencies to innovate their ways of expressing brands’ identity. They are compelled to find the balance between representing brands while crafting unique messages that truly resonate with audiences. 

Design Bridge and Partners, as a brand design agency, built its foundation on its goal of being impactful. For the agency, success in the branding industry means moving people through its work with brands.

As part of this aim, Design Bridge and Partners recently appointed Alexandra Cerruti as its executive vice president, APAC.

In an exclusive interview with MARKETECH APAC, Alexandra dives deeper into her own strategy towards Design Bridge and Partner’s growth, leveraging collaboration and creativity to collectively bring impact to brands and their audiences.

Where strategy meets creativity

Design Bridge and Partners is a global brand design agency with 30 years of history in Asia, having studios in Singapore, Hong Kong, and Bangkok, among others. This speaks of the agency’s profound experience in the diverse market.

“In our industry, you’re only as good as your last project, but we’re fortunate to have built long-standing client relationships grounded in trust, honesty, and mutual respect. This foundation allows us to partner closely with clients and shape their brands holistically, creating cohesive and distinctive identity systems,” Alexandra shared.

While acknowledging the tough task of needing to stand out, Alexandra shares the agency’s advantage among competitors: blending strategy with creativity.

“Our competitive edge comes from pairing outstanding strategic thinking—defining what brands stand for—with exceptional creativity that ensures they stand out,” she said.

In her leadership, Alexandra values the empowerment of employees, seeing them as vital to sustainable business growth.

“Achieving growth requires balancing an external focus—delivering outstanding work, strengthening client relationships, and driving new business—with an equally strong internal focus on our people and culture,” she said.

“In my new role, I’ll continue to champion both our creative ambitions and our people, ensuring we grow not just in size, but in capability and culture,” she added.

High-performance culture for a powerful future

The brand design agency has a mission to “design brands with the power to move people.” However, this does not come easily for the company. Alexandra shares how the agency faces challenges as it operates in Singapore, a dynamic yet expensive market.

“The challenge is to consistently deliver exceptional work that drives real impact for our clients’ businesses, especially as clients are under increasing pressure to justify every investment,” Alexandra said.

Nonetheless, she reaffirms her goal of helping Design Bridge and Partners’ talents go beyond boundaries in unlocking creativity.

“We address this by ensuring every project delivers measurable value and by nurturing a high-performance culture where our teams are inspired to push creative boundaries while staying commercially focused,” she said.

Looking towards the future, Alexandra is approaching the complex branding industry with powerful ideas, injecting them into the practice of branding as a vital part of the process.

“My vision is to help our clients find and activate that core idea—the one that truly moves people—so their brands can connect emotionally and stand out in today’s crowded attention economy. At Design Bridge and Partners, we’ll continue translating strategy into bold, tangible expressions that resonate with audiences and drive brand growth,” Alexandra said.

In its quest to help brands express themselves across multiple channels, Design Bridge and Partners is prioritising impact. In Alexandra’s new role, she is approaching this wider mission with a simpler yet powerful strategy: the empowerment of employees as they step towards sustainable growth. With Alexandra and its entire team, Design Bridge and Partners is accelerating towards its greater goal: moving people with branding.

Tokyo, Japan – Independent creative agency UltraSuperNew has revealed its new global positioning with the opening of its Tokyo office. From a Harajuku-based studio to an international Shibuya-based network, it aims to empower Japanese and Asian brands in their international expansion, as well as global brands tap the power of Japanese creativity in their campaigns

With its new positioning, UltraSuperNew is focusing on helping Japanese and Asian brands forge connections internationally. It leverages its fully integrated creative network through its offices in Amsterdam, Tokyo, and Singapore.

Through the creative network, UltraSuperNew combines global reach with local insight, allowing Japanese brands to easily tap into new markets. With local insights, each brand can maintain its roots in Japanese culture while allowing global brands to witness the country’s unique social landscape.

The new Tokyo office serves as the creative and cultural department driving production, while UltraSuperNew’s Singapore office works as a launchpad for brands aiming to expand to Southeast Asia. Meanwhile, its office in Amsterdam allows Japanese brands’ entry into Europe. 

The three offices will function as a 24-hour creative and strategic studio, facilitating faster delivery and streamlining creative and production processes across regions.

Additionally, the new Shibuya office also features the ‘UltraSuperNew KURA,’ a creative hub for invited artists, creators, and innovators to connect and collaborate.

Marc Wesseling, co-founder and CEO at UltraSuperNew, said, “Moving from Harajuku to Shibuya marked a turning point for UltraSuperNew—not just a change of address, but a shift in energy, ambition, and identity. It reflects a broader transformation happening across Tokyo and Japan itself.”

“As the cultural pulse of the city evolves, so do the ambitions of Japanese brands. More than ever, they’re looking to connect with global audiences and need partners who can translate their unique stories beyond borders. UltraSuperNew has grown up, scaled up, and levelled up—while staying true to the creative spirit and cultural curiosity that defined us from day one,” Wesseling added.

Philippines – Communications consultancy Vero has appointed Joana Marie Demore as senior influencer relations specialist. The appointment aims to boost the company’s influencer marketing services in the Philippine market.

In her new role, Demore is set to strengthen influencers’ relationships with brands, expanding the influencer marketing practice. Collaborating with influencer relations specialist Charissa Sevilla, Demore is responsible for contributing to Vero’s campaigns, driving conversions.

Demore brings almost ten years of experience working with media and PR agencies in the Philippines. With her expertise in FMCG, telecommunications, fashion, and F&B, she has planned and executed digital PR campaigns, events, and influencer marketing strategies.

Through the appointment, Vero strengthens its network of influencer relations and specialists across Southeast Asia. It reinforces the company’s mission to elevate content creation in the market. It aims to generate more value for brands while providing influencers with more opportunities.

“Joana’s extensive expertise and sharp strategic instincts make her an exceptional addition to our regional Influencer team,” Umaporn Whittaker-Thompson, Vero’s chief commercial officer and head of influence, said. 

“As the influencer marketing landscape becomes more dynamic and sophisticated, her leadership will not only help us deliver more impactful campaigns for our clients in the Philippines but also strengthen our innovative approach and expand our trusted network of creators across the region. Joana brings the kind of perspective and experience that allows us to stay ahead of trends and build meaningful, long-term partnerships between brands and influencers,” Whittaker-Thompson added.