Tag: Marketing

Singapore – McDonald’s Singapore, in collaboration with Migrant & Me charity, is celebrating the Deepavali festival through supporting migrant workers recovering from work-related injuries.

In an event held on Oct. 24, 2024, McDonald’s welcomed 18 migrant workers with meals. They also participated in a painting session of rangoli, a traditional Indian art form, highlighting Deepavali’s cultural significance.

The event is part of McDonald’s effort to promote inclusivity and a sense of community for the migrant workers. 

Additionally, McDonald’s will also gift 1,500 meals for recovering workers through food vouchers, which they can use at any McDonald’s restaurant.

The initiative marks McDonald’s second partnership with Migrant & Me.

“We are proud to continue our partnership with Migrant & Me. Deepavali is a celebration of community and inclusivity, and are values that resonate with us. This is a wonderful opportunity to recognise the contributions of our migrant heroes, and to foster a deeper sense of cultural appreciation in our community,” Benjamin Boh, managing director of McDonald’s Singapore, said.

Isabel Phua, executive director of Migrant & Me, commented, “Collaborating with McDonald’s once again for this meaningful event highlights the power of kindness and community. This partnership allows us to create a welcoming space where migrant workers feel valued and included. By engaging them in these celebrations, we’re fostering connections that transcend backgrounds.”

Australia – Advertising agency Innocean Australia has announced the expansion of its media offerings with new media planning and buying capabilities. With an expanded offering, the agency now offers end-to-end solutions.

The media division has three foundation clients, including Hyundai Australia, Geotab and Sandhurst Fine Foods.

Kathryn Furnari, Innocean Australia’s head of media, is set to spearhead. the new media planning and buying offering.

As part of its transformation, the agency is also on a recruitment drive to boost its media specialists. It is also set to announce further senior hires.

“We are genuinely committed to breaking the industry habit of putting two agencies in the same building and calling it ‘end to end’ – that’s just geography,” Giorgia Butler, chief strategy officer at Innocean, said.

“It’s a dream to be able to offer our clients a truly seamless and cohesive approach to accelerating growth. Under one roof, we now combine the data smarts of media planning with bold creative insights to generate more of the brave, effective and impactful work our clients have come to expect from Innocean. I’m excited to see where we can go with this and so are our clients,” Butler added.

“This is another transformative year for Innocean as we seek to constantly iterate, change and grow to meet client needs. The move into media signals a new direction for our agency, as the media market continues to rapidly evolve. Our clients have been asking us for advisory services that add to a more rounded dialogue on the ROI for their marketing and advertising investments, and now we can offer an end-to-end solution,”  Jasmin Bedir, chief executive officer at Innocean Australia, commented.

“We’re proud to be building something very special here; an environment that fosters ideas worth investing in, where media and creative are one team, and everyone has the opportunity to influence not only where campaigns appear but who they reach and how. By integrating media planning, data analytics, and creative execution, Innocean provides a seamless and impactful experience for clients, ensuring campaigns are both strategically sound and creatively inspiring. Our offering is designed to break down silos and bring a more unified approach to campaign development and allows us to create new media moments and do things differently for our clients,” Furnari said.

Sydney, Australia – DuluxGroup, a manufacturer of decorative paint, has appointed marketing agency Mediabrands as the agency of record in Australia.

Mediabrands has created a tailored agency offering, ‘TeamInspire,’ which will handle DuluxGroup’s full-funnel media strategy, planning, and activation. The team, split between Melbourne and Sydney, will be led by group director Felix Mason.

TeamInspire leverages Mediabrands’ expertise and tools across its portfolio. It will work on DuluxGroup’s brands, including Dulux, Cabot’s, Porters Paints, Selleys and Yates.

The collaboration between DuluxGroup and Mediabrands has already begun with the release of the Dulux Wash and Wear campaign.

Mediabrands’ appointment reinforces its strong offerings and capabilities in strategic partnerships, Mediabrands’ chief operating officer Geoff Clarke said.

“We are thrilled to be working with DuluxGroup to build its roster of premium brands; support its ambitious growth plans; and engage new audiences. DuluxGroup chose to work with us based on our broad expertise; a clear strategy that delivered its vision; and our clear understanding of the brand’s ambitions, as well as our appreciation for the nuances of the retail sector,” Clarke said.

“TeamInspire brings together some of the very best media experts from across the group and we have built a highly proficient team of craft-leading specialist that will deliver an outstanding and strategic media function for DuluxGroup,” he added.

Antoinette Tyrrell, group capability director of brands and digital at DuluxGroup, commented, “We are delighted to partner with Mediabrands at a critical time in our company’s growth evolution. Mediabrands ability to provide a custom-built service proposition for the DuluxGroup is a key factor in our decision. Not only will this allow each of our many brands to receive a custom-built service proposition, it also enables Mediabrands to apply learnings across each brand while delivering bespoke business outcomes. Ultimately this will lead to best-in-class solutions that drive real growth.” 

Singapore – Audi Singapore has joined forces with Burnt Ends Hospitality Group to launch the ‘Audi X Burnt Ends Bakery’ at the Audi House of Progress in Cross Street Exchange. The new bakery will serve a curated selection of German-inspired pastries and baked goods. 

Led by chef-owner Dave Pynt, ‘Audi X Burnt Ends Bakery’ will offer a mix of classic favourites and reimagined German-inspired dishes with Burnt Ends’ unique twist. The menu, drawing from Audi’s German heritage, will feature sweet and savoury items like Bavarian beer-battered waffles, pretzels, and a fresh take on the iconic currywurst.

Complementing the bakery’s menu is a rich coffee program featuring Burnt Ends Bakery’s signature Slayer’s Blend, alongside an interactive brew bar offering a new selection of signature drinks.

Audi Singapore and Burnt Ends also collaborated with Emma Maxwell Designs and Steven Leach Group to create the decor for Audi X Burnt Ends Bakery, which features Audi-inspired motifs, including the brand’s iconic rings, while preserving the bold visual and design identity of Burnt Ends Bakery.

The all-day dining experience at the new bakery brings reinvented classics to a casual setting, seamlessly blending Audi’s heritage with the culinary expertise of Burnt Ends.

“Audi is a remarkable brand, known for its innovation and attention to detail, and the House of Progress is the ideal setting. Adding Burnt Ends Bakery to the space brings fresh energy and redefines and transforms the way people experience a car showroom, highlighting both Audi’s forward-thinking approach and our commitment to creating something memorable. Together, we’re turning the showroom into a lively destination that offers a unique experience for everyone who walks through the doors,” said Dave Pynt, chef-owner of Burnt Ends Hospitality Group.

Audi Singapore’s collaboration with Burnt Ends Hospitality Group is driven by a shared commitment to innovation, craftsmanship, and quality. Burnt Ends Hospitality Group, known for its acclaimed modern barbecue restaurant celebrated for bold flavours and artisanal fire cooking, perfectly aligns with Audi’s core motto, Vorsprung durch Technik—progress through innovation.

Markus Schuster, managing director at Audi Singapore, shared, “We are excited to be able to collaborate with Burnt Ends Hospitality Group to create compelling new experiences for potential and existing Audi customers. Ultimately, the Audi House of Progress Singapore and Audi X Burnt Ends Bakery aim to bring the Audi experience to customers through showcasing Audi’s culture and innovation and elevating Audi beyond just a car brand.”

Audi X Burnt Ends Bakery will open to the public in early 2025, with exclusive discounts for Audi owners. Audi Singapore and Burnt Ends’ parent company, Unlisted Collection, are exploring future collaborations and events, tapping into the broader luxury dining network.

With browsers prioritising user privacy, marketers must pursue other methods of targeting and measuring campaigns. Reality has forced them to seek alternatives to adapt to a digital world becoming less and less dependent on third-party cookies..

But even as the global reliance on cookies decreases, some people still find it difficult to envision a practical and effective future without them. 

In MARKETECH APAC’s latest What’s NEXT in Marketing interview with Amit Kotecha, Quantcast’s chief marketing officer, he specifies how the industry can thrive in the inevitable cookieless future without compromising results. 

Impact of data privacy regulations

Due to data privacy issues, more web users have opted to browse in environments that have ceased using third-party cookies. As such advertisers who have benefitted from third-party cookie measurement tactics in their campaigns have had to adapt. 

“I’d say that it’s impacting everything today already. So, as much as we tune in on what Google is going to do with Chrome, half of the internet is currently cookie-less today. Since Safari made a change to their browser in 2018, cookie deprecation has been happening across the whole world in every market. According to our data, in most markets it’s over 50%,” Amit said.

According to him, even the percentage of people who have cookies will only keep them for less than a week. 

“So there’s this constant refreshing of cookies that are unreliable now for any type of targeting or measurement. That is the reality today,” he added.

Adopting alternative measurement tools

The notion of shifting to other measurement tools is that advertisers need to compromise with less efficient and effective means. With emerging technologies however, this does not have to be the case. 

“When it comes to measurement, a lot of it is about education. A lot of this is new. And so you’re moving away from a certain way of doing things and moving to a new process. Yet the measurement itself should not change, I don’t think. The actual outcome you’re driving to shouldn’t be different, whether it’s toward a sale, or sign-up or whatever it is that you’re trying to deliver,” Amit said.

Concerns over the practical use of alternative measuring tools are not unfounded. According to Amit, there are also levels of complication when dealing with cookieless campaigns. Using artificial intelligence is one way to solve this problem, at least after testing out what works over time.

“The way I look at it is that there used to be a direct line between an ad that you deliver, an impression and a conversion. And that connection was always a cookie. You know that you delivered an ad via a device or a browser to this person, and then they saw that ad, before they converted. Now that connection is severed–it’s no longer there anymore. But that impression still happened and that conversion still happened,” he explained.

“In order to understand the link in the customer journey, you have to connect the dots, and Artificial Intelligence (AI) is the best solution for this because it can start to make predictions. The more conversions and impressions an AI engine sees, the better it gets at making predictions on web users and how they convert on an advertiser’s website. A lot of this is about testing and education, but it’s also about running more and more campaigns using this type of measurement,” he added.

Amit specifies that advertisers can start using modelled or enhanced conversions, which provide conversion tracking despite cookie limitations. Additionally, they can use conversion APIs, which gather data from a customer or advertisers directly.

“I don’t think we’ll be talking about cookies moving forward. I think the future will be about modelled conversions and modelled insights, and those will just be the norm moving forward. We’ve got some ways to go before we get there, but the fact that advertisers can do this today and still have cookies to check their data against now–it’s like the best training data set to test against,” he said.

Restructuring perspectives to function without cookies

Brands are facing the fact that consumers are opting out of using third-party cookies due to privacy concerns. Advertisers are also aware, according to Amit, that the eventual cookie elimination is inevitable.

“I think we’ve always looked at this is as inevitable no matter what. So we’ve re-architected our entire business to function without cookies. And many advertisers consider targeting and measurement with the eradication of cookies and they think, ‘well, this is complicated and confusing and it’s not effective anymore,’ so they move their budgets away from programmatic, which doesn’t help them to succeed in an increasingly digitised world,” he explains.

With that, Amit emphasises the importance of first-party data for advertisers.

“If you’re an advertiser and you have first-party data, collecting it and using it is really important now for measurement. You can either connect it to a DSP, or to a clean room and measure some of your conversions directly from the publisher’s side as well. That’s really important, but it’s never going to give you the full picture. This is where you’re going to have to fill the gaps in with some type of modelling,” he said.

Reflecting on the future of advertising, Amit also highlights a potentially harmful practice with third-party cookie measurement.

“I really hope that we move away from the usual kind of arbitrary metrics that have become commonplace. I would hope that we eventually move away from last-click measurement and start to understand all the touch points that lead towards an action as it really doesn’t paint an accurate picture of digital advertising performance when you’re just looking at one touch point that delivered a conversion,” he said.

The evolution of the digital marketing landscape makes the loss of cookies imminent. However, its demise is not necessarily fatal to advertisers. While the transition to a cookieless future poses challenges, there are also many opportunities and technologies that can help make things easier for advertisers in the long run.

Through adopting these alternatives, marketers can find ways to deliver and measure campaigns effectively while ensuring data privacy and ultimately reduce the risk of falling behing in the industry.

Vietnam – Bitget, a global cryptocurrency exchange and web3 company, is encouraging its users to make smarter decisions in its latest campaign with Vantage Pictures. 

The ‘Trade Smarter’ campaign infuses humorous elements, veering away from the usual high-stakes tone of financial advertising. It aims to provide a sense of fun and relatability in crypto trading.

The campaign comprises of four films directed by Paul Moore and filmed in Bangkok. Each film shows humorous scenes where characters are encouraged to think outside the box to get significant rewards. It offers a fresh approach to how viewers can perceive crypto trading.

The campaign is set to be released globally throughout 2024.

“When we set out to make these films, the idea was to keep it fun and light but still impactful. Trading, like life, is about making smart moves, and we wanted to show that in a way that’s engaging and relatable. We hope that sense of fun truly connects with people,” Moore commented.

 “This campaign is all about human moments—those small, relatable situations where a smart decision can make all the difference. The humour comes from real life. We didn’t just want to talk about smart trading; we wanted to show how trading can be incorporated into daily life,” Vugar Usi Zade, chief operating officer of Bitget, said. 

Singapore – Over half (56%) of consumers in the Asia-Pacific (APAC)  region say they will stop doing business with brands they do not trust, according to a report by customer engagement platform Twilio.

Twilio’s report highlights the importance of brand trust. It covers customers’ communication and channel preferences and highlights how these can influence trust.

With the rise of deepfakes in APAC, more consumers are finding it difficult to differentiate between trustworthy sources and scams. It has affected how consumers trust brands. 

Consumers are more likely to trust brands that use branded communications, such as messages with verification badges. In APAC, 68% of consumers will trust a brand’s communication which includes verification badges. Meanwhile, 57% of consumers say they find branded text messages more trustworthy.

According to the report, 55% of consumers would trust brands more if they use two-factor authentication while 54% demand quick response time. 43% of APAC consumers expect brands to respond within an hour, but only 31% of consumers report that they are satisfied with the brands’ response time.

Consumers also expect brands to communicate with them on their preferred channels. 86% of consumers expect brands to use their preferred channels, yet only 48% of brands actually do so. This presents an opportunity for businesses to improve their customer engagement.

Among consumers’ top preferred channels for businesses are email (81%), text messaging (SMS/MMS) (46%), and social messaging apps such as Facebook Messenger and Instagram (31%).

“In today’s discerning market, trust has become the cornerstone of customer-brand relationships. With tools like branded communications at their fingertips, businesses now have the unprecedented opportunity to build trust, strengthen brand recognition and deliver personalised experiences at scale. As richer communication channels emerge, the opportunities for deeper customer engagement will only grow,” Robert Woolfrey, vice president for Asia-Pacific and Japan communications at Twilio, said.

Philippines – Women in marketing and tech are reshaping the industry with fresh perspectives and innovative strategies. As leaders, they break barriers and champion diversity. Their influence fosters an inclusive culture, inspiring the next generation of female marketers to thrive and make their mark in a dynamic field.

With a mission to recognise the empowered women who are making waves in the marketing and technology fields, MARKETECH APAC, in collaboration with its sister publication UpTech Media, is thrilled to announce the launch of its highly anticipated ‘Empowered Women Awards 2025.’

Centering on the tagline ‘Empowering Innovation, Elevating Women,’ the Empowered Women Awards 2025 highlights the inspiring journeys of women who have built successful careers and become catalysts for change. The awards go beyond recognition, serving as a testament to the strength and vision of women driving progress in the marketing and tech landscape. 

This awards ceremony builds on the success of previous iterations, such as the ‘Empowered Women Series’ and the virtual’ Empowered Women 2023: Marketing Conference & Awards,’ celebrating the extraordinary women transforming the marketing and technology sectors across Asia Pacific.

Scheduled to culminate in a prestigious in-person awards night on 26 September 2025 in Manila, this event promises to be a celebration of innovation, leadership, and the courageous spirit of women who are trailblazers in their fields. 

The Empowered Women Awards 2025 will showcase 46 categories, including individual recognition, marketing campaigns, tech innovations, special awards, and the grand prix. Each category will honour three (3) winners, awarded Bronze, Silver, and Gold distinctions.

Judging criteria and eligibility will vary by category. Entries will open in November this year, with the judging process taking place in 14-25 July 2025.

Teddy Cambosa, regional editor at MARKETECH APAC, said, “We’re excited to finally launch our ‘Empowered Women Awards 2025’, as we believe that empowering women in the marketing and technology space is not only about closing gaps—it’s about recognising their immense contributions and unleashing their full potential. By celebrating their leadership, creativity, and innovation, we foster a more inclusive industry where diverse voices drive progress and inspire the next generation of trailblazers. When women are seen, heard, and valued, the future of these fields becomes limitless.”

To find out how to participate in this prestigious award series, click HERE to learn more about the Empowered Women Awards 2025.

For sponsorship opportunities, please contact Joven Barcenas ([email protected]); for judging opportunities, please contact Ivy Alamo ([email protected]); and for nominations, please contact Denise Obispado ([email protected]). 

Philippines – SM Supermalls, one of the largest mall operators in the Philippines, has launched the ‘Save From Extinction’ campaign to protect six critically endangered animals in the country. The campaign is in partnership with the Department of Environment and Natural Resources (DENR).

As part of its sustainability strategy, the campaign shows SM Supermalls’ dedication towards environmental conservation through efforts and partnerships.

The initiative aims to conserve the dugong, Philippine turtle, Philippine cockatoo, Philippine eagle, tamaraw, and Pangolin.

Through the ‘Save From Extinction’ campaign, SM Supermalls aims to promote awareness through posters, videos, and fundraising booths within its malls. SM North Edsa, Megamall, Makati, Aura, and Mall of Asia will participate in the campaign starting Oct. 18.

Kultura, a shop showcasing Filipino craftsmanship, is among SM Supermall’s partners. To support the initiative, Kultura will feature exclusive merchandise including t-shirts and canvas tote bags promoting conservation.

Meanwhile, Banco De Oro Unibank, Inc. as one of the partners will also be offering donation channels to simplify how the public can contribute to the cause. The collected funds will be sent to non-government organizations that are working on the conservation of the species.

As part of the initiative, SM Supermalls and DENR has teamed up with the World Wide Fund for Nature, Forest Foundation Philippines, Zoological Society of London, D’Aboville Foundation, Philippine Eagle Conservation Program Foundation, and KATALA Foundation.

“This collaboration is not just about saving endangered animals; it’s about supporting the communities they belong to. Our goal is to ensure the survival of these animals while creating lasting economic, social, and ecological benefits for future generations,” Hanna Carinna Sy, assistant vice president for special events and tenant marketing at SM Supermalls, said.

Steven Tan, president of SM Supermalls, commented, “At SM Supermalls, we are committed to protecting these remarkable creatures and their habitats. Through our malls and platforms, we are taking concrete steps to raise awareness and drive action that ensures their survival for future generations.”

New York, USA – Interpublic Group (IPG) has announced ‘Interact’, the latest evolution of its revolutionary marketing engine. This platform delivers connectivity and global reach for its agencies and clients, serving as Interpublic’s core technology platform infrastructure.

Following a series of enhancements, this end-to-end framework integrates data flow across the campaign lifecycle, from brand research and audience insights to creative ideation, production, commerce and CRM programs, and earned media, as well as powering media activation and optimisation.

By connecting the entire Interpublic portfolio, Interact establishes a unified set of standards, practices and a technology layer, built on consumer insights at scale fueled by Acxiom’s data and Real ID capabilities. 

This unified marketing platform, powered by industry-leading intelligence, enables Interpublic companies to drive marketing performance in real time for clients across all media channels and touchpoints, while building brands for long-term success. ‘Interact’ is available and being utilised across Interpublic clients.

Developed and hosted by KINESSO, ‘Interact’ is core to every significant engagement across Interpublic, and has helped power recent new business wins for the company, with existing and new clients.

Moreover, the platform unlocks deeper insights into targeting audiences, driving the creation of more compelling content and enabling real-time campaign optimization. This translates to a dramatic increase in speed to market, leading to significant improvements in business performance.

Philippe Krakowsky, CEO of Interpublic, commented, “Interact links the powerful expertise resident within our agencies with our technology capabilities to orchestrate the full range of marketing and sales activity in one place. In media and CRM, we’ve been delivering true personalization at scale with our marketing engine, and these enhancements allow us to do so consistently across all forms of marketing activity. Interact enables end-to-end solutions that help our clients better engage, convert and retain customers through the entire funnel, assessing and understanding the value of their investments across media, marketing and sales channels, in real-time.”

Jarrod Martin, CEO of Interpublic engineering and data companies KINESSO and Acxiom, said, “Interact, AI-enabled with Acxiom data as its foundation, manages the production and dissemination of campaigns, whether on marketing technology platforms, in earned media, or in paid media investments, across all formats and channels. Mass-personalization done right is a meaningful strategic advantage for our clients, and our enhanced end-to-end solution helps our clients better engage, convert and retain customers through the entire marketing funnel.”

Meanwhile, Jayna Kothary, Interpublic’s Chief Solutions Officer, added, “The Interact platform and functionality is better than anything we currently see in the market. The idea of mass personalization has generally been more of an aspiration than a reality, yet Interact makes it real. This platform takes everything we’ve learned from our partnerships and products — across all facets of our portfolio and the fullest breadth of marketing activities — to transform the entire marketing process. Interact can therefore be leveraged by all Interpublic clients to build brands and drive business growth.”