Tag: Marketing

Singapore – Yahoo DSP has launched the Data Maturity Pulse ‘Pop Quiz’ in Australia and Southeast Asia, an engaging way to give brands a snapshot of where they are on their data transformation journey.

This free and publicly available tool is a simplified version of Yahoo’s in-depth Data Maturity Pulse, a detailed questionnaire that evaluates and scores an organisation’s data practices in programmatic advertising, offering actionable steps to enhance their data capabilities and readiness.

Similar to Yahoo’s in-depth Pulse assessment, the Data Maturity Pulse ‘Pop Quiz’ simplifies the process of data maturity assessment, providing actionable insights, and acts as a great foray into more complex data strategies. The tool comprises a 10-point questionnaire that uses pop culture and music references to help customers better understand their own data practices and what they need to change to improve them. 

Moreover, customers can use the tool to assess their current level of data maturity through engaging, themed questions including evaluating their audience targeting strategy through the lens of a popular TV genre and tackling data challenges with a magic themed twist. 

The final result, presented as a music genre, reveals whether they’re a nostalgic ‘Classic Rock Anthem’ looking to get with the times or a ‘Hiphop Hustler’ with 99 Problems, of which data isn’t one. It also provides recommendations and resources in accordance with the results.

Lorraine Donnelly, head of data at Yahoo AUSEA, said, “While we think the world of data is fascinating, we understand that it is a complex topic. Many marketers feel overwhelmed and uncertain about how to navigate the vast amount of information. The Pulse ‘Pop Quiz’ is a refreshing, quirky and thought-provoking gateway to the conversation. Not only will you crack a smile while completing it, you’ll also get a baseline of what topics you should be able to address in order to transform your data strategies effectively.”

Meanwhile, Dan Richardson, director of data & insights at Yahoo AUSEA commented, “Mastering your data has never been more important, it is a real differentiator now for the best brands. Pulse ‘Pop Quiz’ is a testament to our commitment to innovation and customer-centricity; it cuts through some of the more bland data jargon. By providing a clear, concise, and engaging way to navigate the data landscape, we are helping our clients make informed decisions that drive better outcomes.” 

Singapore – Samir Singh, most recently the chair of Unilever Asia and head of Unilever Singapore Hub, has announced that he is officially leaving the company after 27 years. He has already hinted of joining another company, which he will announce towards the end of the year.

In a LinkedIn post, he reflected on how he valued his time with the company related to his teams and the relationships he had built, as well as how culture is far more powerful than grand statements of vision and purpose. 

“What kept me at Unilever and Hindustan Unilever for such a long time, beyond the diversity of roles and locations, beyond the successes and failures, are the small and often overlooked joys of this everyday existence,” he stated.

Singh further added, “When the culture and values of an organisation are congruent with yours, it is possible to do well in business, disrupt the status quo, face many setbacks, and still totally enjoy the everyday ‘work’ of getting there.”

He first joined the company as an area sales manager in 1998 for Hindustan Unilever, the Indian subsidiary of Unilever. He was then promoted to senior brand manager for skin care in 2001 before taking on a regional brand manager role for SEA and Middle East in 2003, and then as regional marketing director for skin care in SEA in 2005.

His first global leadership role came in 2006 when he was named Unilever’s global marketing director for skin care. At that time, he worked on the global marketing strategy for Unilever’s skin care brand Ponds. He was then named as global brand director for Vaseline based out Singapore in 2008, then as global brand vice president in 2010, where he lead the global branding strategy for Lifebuoy, Unilever’s soap brand.

Singh marked his return to Hindustan Unilever when he was named the executive director of personal care in 2014 before moving into a new global role as global executive vice president of skin cleansing in 2016. He was then promoted to the role of EVP for global skin cleansing and oral care in 2020 then as chief marketing officer for personal care in 2022.

Singapore – Grab, a ride-hailing company, has acquired the restaurant reservation platform Chope–according to various sources. Grab’s goal is to help level the playing field for small and medium-sized enterprises, who make up the great majority of merchants on its platform but lack the resources of large food and beverage companies. 

Grab will acquire Chope’s operations in Singapore, Indonesia, and Thailand. The acquisition of Chope will strengthen Grab’s omni-commerce strategy and help it enhance its goal of conquering the dining-out market. 

Speaking about the acquisition, Arrif Ziaudeen, founder at Chope, said, “Chope has built products that have served and delighted countless restaurants and their customers for over a decade. We have proudly achieved so much on our journey. Together (with Grab), we are poised to deliver even greater value to our customers and set new standards in a competitive industry.”

In line with acquisitions, Grab acquired the meal review and reservation service HungryGoWhere in 2022, which had shuttered in 2021. Grab redesigned the site and announced that it could use insights from Grab’s super app, such as cuisine trends and popular Singapore destinations.

Sydney, Australia – Jaywing, a data, creative, and performance marketing agency, is expanding into Asia after signing numerous new contracts. This move follows Jaywing’s strengthened partnerships with existing clients, which include casual footwear brand Crocs, global end-to-end digital experience software Sitecore, and sportswear brand New Balance. 

With a focus on creative, digital media, SEO, and content, the firm will work with these customers in nations including Malaysia, Singapore, Japan, Hong Kong, Taiwan, and Singapore. 

Jaywing has hired local talent in Hong Kong to offer customised, strategic support for its growing clientele in Asia, strengthened by its team of creative and media specialists based in Sydney. 

Speaking about the expansion, Tom Geekie, CEO of Jaywing, said, “This strategic move into Asia reinforces our commitment to delivering innovative, data-driven performance marketing and media solutions to empower brands to maximise the return on their investment. Asia has a highly developed eCommerce market and clients are looking for effective and innovative solutions to connect with consumers.” 

He added, “In addition, customers in Asia have distinctly different buying journeys, expectations and shopping experiences, so it’s important to have specialists with that expertise on the ground. We have recruited locally in Hong Kong, and as we grow our customer base we intend to add more.” 

Manila, Philippines – Global anime streaming platform Crunchyroll has announced the rollout of a new brand identity, centred around how its new look, feel, and sound will reflect the joy that anime brings to fans, tapping into an ethos of fun and celebration.

The updated brand identity rollout will officially begin on July 25 with San Diego Comic-Con at the United States, and will be rolled out across all fan touchpoints of the organisation over the next year.

Development of the new brand identity package was led by Crunchyroll’s Markus Gerdemann, its senior vice president for marketing, and Norman Rabinovich, the vice president of creative services.

The updated brand identity includes a modernised logo with a balanced eye symbol and revamped wordmark; a new font set called Crunchyroll Atyp that blends classic and modern elements for improved readability; and a vibrant colour system featuring orange, black, white, and taupe to reflect anime’s dynamic nature. The new glyph system boasts over 139 anime and manga-inspired characters, adding depth and personality. 

Moreover, a new seven-second audio-visual mnemonic captures the immersive Crunchyroll experience with anime-inspired sound design and playful elements. Collaboration and co-creation with Japanese artists on new textures and patterns further enhance the brand’s authenticity and immersive storytelling.

Rahul Purini, president of Crunchyroll, said, “As the number of ‘anime-curious’ people approaches the one billion mark, and anime continues to command a prominent place in popular culture, we wanted to evolve the Crunchyroll brand to appeal to a growing diversity of global fans without losing the core essence of what fans have loved about Crunchyroll along the way. We believe this new brand evolution will encourage and welcome many anime fans to deepen their love for years to come.”

Additionally, the new brand identity will also be showcased inside and outside the Convention Center. There, fans will get a chance to showcase their passion for anime by picking up a limited and fan-forward streetwear collection inspired by the new and refreshed Crunchyroll – designed by 2024 CFDA Fashion Fund finalist Sebastian Ami.

Meanwhile, Gita Rebbapragada, chief operating officer of Crunchyroll, who also oversees marketing, commented, “A lot of attention to detail and meaning was embedded into all the unique elements of our updated look and feel. Whether it be the vibrancy of our new Crunchyroll orange or the audio mark inspired by anime’s unique sounds. Our teams live and breathe anime, and we wanted to pour that passion into designing a brand that is purposely fit for legions of fans around the world – giving them space to deepen their love and further their emotional connection.”

Singapore – The payment solutions provider Network for Electronic Transfers (NETS) has collaborated with the creative firm DDB Group Singapore to promote a faster, simpler, and more convenient method of payment. The agency is using a fortune cat to educate debit cardholders in Singapore’s heartlands about a more convenient payment option at partner retailers around the country: using ATM or debit cards to pay with NETS.

A series of 15-second videos featuring NETS merchant categories—such as local restaurants, hair salons, and grocery stores—are the focal point of the social media-first campaign. The movies depict the exploits of NETS Tappy Cat, who uses an ATM or debit card to tap its way to faster and simpler fulfilment, emulating the famous wave of the fortune cat.

Selected partner merchants will receive over 10,000 NETS Tappy Cats and point-of-sale collateral as part of the campaign activation. The campaign will also feature digital advertisements and out-of-home digital placements starting on July 11. 

According to a recent Global Data report, Singapore’s cards and payments market is expected to be valued US$107.3 billion by 2023, with cards emerging as the preferred electronic payment method. In recent years, contactless card payments have become increasingly popular. 

Despite the rise in contactless payments made through NETS, some customers continue to use the conventional slot and pin method. Taking advantage of the growing acceptance of contactless card payments and the widespread presence of fortune cats, the campaign aims to establish and preserve connections with NETS. 

Speaking about the campaign, Vinod Savio, chief creative officer at DDB Group Singapore, said, “The best ideas tap into cultural observations, transforming familiar stories and experiences into something new and captivating. When the team decided to transform fortune cats into NETS Tappy Cats, we knew we had struck on an idea that had the power to move people.”

Meanwhile, Pamela Tan, group chief marketing officer at NETS, commented, “With this campaign, DDB managed to leverage culture to create a connection with merchants and customers. The campaign offers a refreshing approach to get everyone to sit up and pay attention to how easy it is to pay contactless and securely with NETS. We’ll never look at fortune cats the same way again!”

Generative AI (GenAI) is creating new possibilities in digital marketing. However, to truly benefit from this technology, marketers need a well-crafted strategy and careful execution. This article offers practical advice for marketers looking to leverage GenAI based on insights from industry experts.

In celebration of AI Appreciation Day, we spoke with marketing and AI experts on what this day signifies and the shifts marketers need to be across over the coming year.

Balancing Innovation, Risk, and Feasibility

Jennifer Fleck, Senior Principal at Slalom Consulting, highlights the challenge of scaling GenAI initiatives:

“Experiments are easy, but scale is hard. Most of the GenAI we see happening at enterprise organizations right now is an ambitious idea that stays in POC purgatory. Selecting use cases that balance innovation, risk, and feasibility and an understanding that AI at scale requires people, process, data, and technology foundations is paramount to success.”

Fleck also suggests focusing on three key areas where GenAI can drive value:

“At Slalom, we see GenAI driving value in three key areas: productivity (doing what you already do but better and faster (doing what you already do in a fundamentally different way), and disruption (changing the essence of your business.).

By considering these areas, marketers can identify the most impactful applications of GenAI for their organizations.

Leveraging AI as a Co-Pilot

Natalie Kansteiner, Director of Data Partnerships at The Trade Desk, recommends using AI as a powerful assistant in digital advertising:

“At The Trade Desk, we see AI as a powerful co-pilot in digital advertising, transforming complex tasks into streamlined processes. To start, focus on leveraging AI for data analysis and audience segmentation. Use AI tools, like Koa AI, to extract insights from vast datasets, ensuring precise targeting and higher engagement rates. Employ real-time optimization to refine campaigns as they run, boosting performance and cost efficiency. 

Additionally, leveraging generative AI for creative content generation, while keeping human oversight to ensure brand alignment, can be highly effective. By combining AI’s analytical power with strategic human input, marketers can create more data-driven and impactful advertising campaigns.”

Kansteiner’s advice underscores the importance of using AI to enhance various aspects of digital marketing while maintaining human oversight for strategic decisions and brand consistency.

Being Prepared to Pivot

Jay Pattisall, VP and Principal Analyst at Forrester and Lisa Gately, Principal Analyst at Forrester, emphasizes in their report “Advance GenAI Marketing From Pilot Projects To Proficiency” the importance of adaptability in the rapidly changing world of AI:

“Be prepared to pivot given the rate of change in the AI world. GenAI adoption involves managing persistent change and turning setbacks into successes. Promote and reward adaptability within the marketing organization as your pilot projects reveal what’s viable and the best uses. Encourage marketers to share what they’ve learned, including areas that aren’t the best use cases. Your team will thrive as a result.”

This advice highlights the need for flexibility and a culture of continuous learning when implementing GenAI in marketing strategies.

Starting Small and Measure

Joyce Gordon, Head of Generative AI at Amperity, emphasizes the importance of starting with small, measurable use cases. She advises:

“My advice to brands and organizations when rolling out AI: start small. I recommend starting with a small use case that’s highly measurable and one that doesn’t require major change. One place where marketers have seen a lot of success is just with subject line optimization or optimizing the body of emails or paid media ads. Since you can have a human in the loop here, it’s a great opportunity to experiment with creating different segmentation strategies and different messages. And it’s also really easy to measure and determine if those approaches are working or not.”

This approach allows for experimentation without major disruptions and provides clear metrics to evaluate success. Marketers can gain valuable insights and experience with GenAI by starting small before scaling up to more complex applications.

Reverse Engineering for Success

Mike Edmonds, Sr. Director of AI Strategy, Global Retail and Consumer Goods, Microsoft advises: “Work backwards from the unmet needs and opportunities that your customers and employees face. The features and capabilities of generative AI are incredible – and with the exponential pace of change and advancements, the capabilities to come will be even more impressive. Brands and businesses that harness these powerful capabilities to unlock productivity, unleash creativity, and augment human potential will have the biggest impact. The Copilot metaphor at Microsoft not only references our technology stack, but also inspires brands and businesses to explore how every person and organization on the planet can achieve more in the era of AI transformation.”

Integrating Human Input with AI Capabilities

While AI offers powerful analytical capabilities, strategic human input remains crucial. Marketers should strive to find the right balance between AI-driven insights and human creativity and judgment. This integration allows for the best of both worlds: the data-processing power and pattern recognition of AI combined with the nuanced understanding and creative thinking of humans.

By maintaining this balance, marketers can ensure that AI-generated content and strategies align with brand values and resonate with target audiences. Human oversight also helps to catch and correct any potential biases or errors in AI-generated outputs, ensuring the highest quality of marketing materials and strategies.

As GenAI continues to change the marketing landscape, those who implement it thoughtfully and strategically will have the greatest success. Start small with measurable outcomes, balance innovation with feasibility, and use AI as a co-pilot while staying adaptable. By viewing AI as a tool to enhance, not replace, human marketers, you can drive more efficient, effective, and impactful campaigns. This approach leads to new levels of creativity and performance in marketing efforts.

Formed from the unification of two prominent creative agencies within the industry – Wunderman Thompson and VMLY&R, VML has established itself as an agency equipped to support clients on creative brand strategies and transformation initiatives, all powered by deep data, marketing technology, and platform expertise. With this in mind, it takes a special type of leadership to ensure that all these capabilities are met and delivered proficiently.

For Samir Gupte, CEO of VML Indonesia, leading this agency is built on an approach that focuses on a culture of transparency, respect, an environment that motivates everyone to do better, and a leader that leads by doing and supporting at the same time. 

Making internal improvements

Elaborating more on his leadership philosophy, Samir says that the biggest barriers to growth are mostly ‘internal’, citing that the pain points are not so much about the work itself, but about the peripheral issues.

Whether it is interpersonal dynamics, clarity on what every individual or team needs to achieve, or making hard processes easier, Samir explains that his focus is ensuring that all those internal hurdles are reshaped to help people to do their best.

“We cannot possibly control or manage what happens in people’s lives outside the office. But what we can do is create a culture where people love to come to work to create the work they love. They need to be happy with what they are creating or contributing to,” he added.

Visualising and organising goals

One of the unique initiatives implemented by Samir to keep the team engaged is a ‘Vision’ workshop with their leadership team, which breaks down their goals and ambitions into a concrete, tangible and measurable road map which could be tracked every month.

Samir also shares that VML Indonesia has a ‘Rising’ Leadership Team initiative that prepares team members to become future leaders of VML Indonesia, bi-monthly town halls for progress updates where they discuss key issues, celebrate wins, and welcome new joiners.

Furthermore, Samir mentions that VML Indonesia focuses greatly on training by creating a ‘Business 101’ session to strengthen the business orientation for the team, open dialogues in the office with a special channel for people to ask questions and address concerns, and a ‘regional leadership development programme to provide larger exposure, and to learn from the other leaders within the region, which can be shared with the wider teams.

Prioritising quality execution

Talking about the challenges faced by VML Indonesia, Samir mentioned the rise of smaller agencies which positioned themselves as the ‘cheaper & faster’ alternative. “A lot of execution work did shift to these smaller local agencies, but we did not want to compete against these,” he explained.

However, Samir said that sticking to their quality of offering allowed for them to thrive within the current landscape where clients are now looking for business solutions that go beyond basic communication and execution.

“In the increased competitive scenario, clients want to know how to make their brands meaningful, differentiated and relevant to their audiences. Through VML’s offering connecting Brand Experience, Customer Experience and Commerce, we have been able to drive sustainable growth for their brands and in turn our business,” Samir mentioned.

Driving creative success

Reflecting on their approach, Samir shares that VML Indonesia has seen some great changes internally. There is now a stronger sense of ownership with everyone seeing a clear vision for the company and their roles as well as a positive and collaborative atmosphere in the workplace that promotes transparency, more meaningful conversations, and initiatives that really resonate with the team.

Through these improvements, VML Indonesia has acquired significant achievements during the last six months, being the first Indonesian agency to secure a Grand Prix award and the only agency from Indonesia to win a Cannes Lion for 2024. The Indonesian team also led and won an ASEAN-level pitch which was spread across eight markets, and their six month attrition rate has significantly decreased this year and well below the average of the industry in Indonesia.

Talking about how he approaches his way of leading, Samir shared, “First, if a person feels more confident and better about themself after interacting with you, and is inspired to do better, you have done your job. Second, not all conversations or meetings start well- but make sure to end all conversations on a positive note. Whether it is a difficult conversation or a critical feedback, focus on the positive impact that you want to achieve. Lastly, focus on the problem that you want to solve, not on the person or the situation.”

Bangkok, Thailand – KFC Thailand added a unique twist to International Fried Chicken Day with the “KFC Crow Order” campaign, which allows fried chicken consumers to receive a free chicken meal topping-up by crowing aloud and using their voices. 

On July 6, 2024, KFC outlets heightened the excitement as customers came to take part in the entertaining “Crow-for-your-supper” event. 

Customers had to make chicken noises at the counter, like “Ek Ek Ek Ek” or “Cock-a-doodle-doo,” and flap their arms like chicken wings to be eligible to participate. Additionally, when placing their orders, they had to use names that were inspired by chickens, such as “On-Ai-Et” for the Donjai Set, “Or-Ai-Uck-Et” for the Porjai Bucket, or “Uer-Auk-Ek-Ae-Uer” for The Box Signature. This funny procedure raised the event’s level of enjoyment. 

This was more popular than anyone could have predicted, with many people clucking away from the store as soon as it opened. Some even dressed up as chickens to join the fun. Fans demonstrated a range of inventive approaches, from melodious chicken songs to rhythmic crowing. 

With thousands of interactions and shares, over 2 million potential social media views, and over 2.2 million views in a single day on TikTok, the event went viral on social media. 

For fried chicken fans who were unable to attend, this was event held on July 6 from 10:00 AM to 4:00 PM in three specific locations: KFC Future Park Rangsit, KFC Central Plaza Phitsanulok, and KFC Soi 8 (KFC Meet & Eat) in Nakhon Pathom. It was a one-day event only. KFC invites people to follow the excitement online to keep informed about one-day-only activations like this one, so they never miss an opportunity to crow for their dinner. 

Speaking about the campaign, Suhayl Limbada, market lead and chief marketing officer at KFC Thailand, said, “As a fried chicken brand, our heart and soul is light hearted and injecting that fun into the lives of our customers and our teams is a daily mission for us. We decided to go big this International Fried Chicken Day with Our ‘Crow to Get Fried Chicken’ stunt. The more people brought out their inner chicken, the more they were rewarded with our Finger Lickin’ Good chicken! Our fans absolutely loved it and suffice to say, our restaurants were buzzing with Thailand’s best cluckers!” 

Limbada added, “To all those who participated, our hats (and bowties) off to you for being the best KFC fans in the world.” 

Singapore – Food and grocery delivery platform foodpanda has launched its latest ‘Meal For One’ initiative, offering curated set menus designed for solo diners at lower prices.

With Meal For One, customers can now order single-person meals on the foodpanda app without a minimum order value and enjoy lower delivery fees, making it easier and more affordable to order food for one.

The feature is currently available in seven markets in Asia, namely Singapore, Malaysia, Hong Kong, Bangladesh, the Philippines, Cambodia, and Myanmar.

With close to 20,000 restaurants offering Meal For One menu options, this initiative will be reinforced and rolled out across the region in the coming months.

Additionally, the order process has been streamlined for minimum fuss and maximum convenience. Customers can access the Meal For One menu through a dedicated category on the app homepage, ensuring they can quickly find their desired items.

Furthermore, they can easily customise their drinks and sides with simple add-ons, reducing choice paralysis and simplifying meal decisions.

Talking about this initiative, Luc Andreani, chief operating officer at foodpanda, said, “More people in Asia are moving to urban areas and living alone for work. Meal For One is perfect for these solo diners, allowing them to order exactly what they need, without a minimum delivery order value.”

“It also caters to their busy lifestyles via curated and affordable set menus, reducing choice overload often experienced when browsing on food delivery apps,” he added.