Tag: Marketing

Singapore – Web services provider Yahoo has named Valeri Liborski as chief technology officer (CTO), tasking him to lead the global engineering team and advance the company’s investments in artificial intelligence. 

Having more than two decades of experience running central technology functions in companies such as Microsoft, Amazon, and HelloFresh, Liborski’s appointment allows him to contribute to Yahoo’s growth.

In his previous role as CTO at HelloFresh, Liborski supervised the technology operations and led engineering, data science, and product development. Libroski also held senior roles in his 10 years at Amazon. 

“It’s an understatement to say that technology is the lifeblood of our company, and Val’s track record of building great teams to create and manage powerful products and platforms, at the kind of scale in which we operate, made him stand out as the right person to lead Yahoo’s engineering organization into the future,” Jim Lanzone, chief executive officer of Yahoo, said.

“We thank Aengus for his incredible contributions to Yahoo and we wish him the best in this next chapter,” Lanzone added.

“Yahoo was one of my first gateways to the internet and continues to be a go-to source in my daily life. I’m excited to contribute to such an iconic brand and work with the team to develop technology that touches the lives of hundreds of millions of people,” Liborski said.

Aengus McClean, who previously held the role of CTO since 2021, is set to retire at the end of the year.

Australia – Bearded Kitten, a UK creative experience agency, has expanded to Australia, with the aim to inject its branding of fun into its activations in the Australian market.

Known for its flair for integrating fun and excitement into its work, Bearded Kitten has delivered remarkable experiences for brands like Amazon Ads, Twitch, Red Bull, LEGO, and L’Oréal.

Bearded Kitten offers end-to-end delivery through strategies that turn out-of-the-box ideas into realities, covering all aspects of the production. The agency also houses a roster of talent comprised of thought leaders, content creators, influencers, and artists, allowing it to connect the appropriate talent with brands.  

“We’re absolutely stoked to bring Bearded Kitten’s unique blend of creativity and fun to the energetic Australian market! This isn’t just a new chapter; it’s a next-level adventure in a land bursting with potential and excitement. Australia’s got some of the most innovative brands, and we can’t wait to team up and create experiences that are nothing short of legendary,” Barney Sutton, founder and director at Bearded Kitten, said.

In its previous activations in Australia, Bearded Kitten has sparked interest as they worked with TwoPointOne in a vertical fashion show and with Intuit MailChimp for a conference.

Australia – Disinfluencer, a social enterprise dedicated to promoting inclusivity for persons with disability (PWD), has made its debut with the launch of a billboard advancing its mission. Crowdfunded during the Disability Pride Month in July, the billboard is located on Princes Highway, St. Peters in Sydney.

With its aim to promote diversity and inclusion, Disinfluencer offers an inclusive stock library and a tailored three-part e-learning module to guide marketing teams into a deeper understanding of disability. Digital accessibility will also empower them to transform how they approach disability in marketing.

The billboard features Josh, a person with disability, alongside the statement “I would buy from him,” highlighting talent and skill within the PWD community. Not only are they capable, but also ready to be spotlighted as the face of brands. Disinfluencer connects businesses with this talent pool, offering upskilling and valuable work for PWD.

“Our billboard is a bold statement of our mission to take disability mainstream. Business and brands know why they need to be inclusive. In fact they want to be inclusive, however are not sure how to implement it. That is where Disinfluencer can help. With our support, brands can authentically engage with a wider audience and lead the charge toward a more inclusive world,” Simone Eyles, founder at Disinfluencer, said.

“Marketing isn’t just about selling products; it’s about building relationships. And that means recognising the diverse needs and perspectives of all consumers, including those with disabilities. Brands and marketing have the power to persuade, they can not only lead the charge with this movement by having inclusive talent on set, in their ads and across their digital channels, so not only representing but using the power of creativity to create change” Eyles said.

With the goal of authentic PWD representation, Disinfluencer’s billboard also showcases persons living with invisible disability and chronic illness, which includes 5.5 million Australians according to the Australian Bureau of Statistics.

“Inclusion is no longer optional; it’s essential for growth and innovation. Our launch isn’t just about a single billboard—it’s about igniting a movement. We’re here to partner with brands that are ready to embrace inclusion, and Disinfluencer offers a clear path to making that happen,” Eyles said.

Malaysia – The Singapore Tourism Board (STB) has launched an initiative in Malaysia encouraging families to travel to Singapore, positioning the country as a place to bond. 

Featuring a collaboration with Malaysian personalities Farah Nabilah and Elecher Lee, the content highlighted family experiences and activities that are unique to Singapore. 

The content features the personal experiences of Farah and Elecher during their family vacations in Singapore. As reflected in the videos, attractions that cater to Malaysian families include the development of resorts and parks. Kid-friendly hotels and family-friendly dining are also available.

“Families with young children are a key segment in the Malaysia market, and we believe Singapore is an ideal destination for their holiday needs. We are just a short flight away, and it’s easy for families to get around our city to enjoy a wide range of family-friendly experiences,” Terrence Voon, Southeast Asia executive director of STB, said. 

“With the convenience and peace of mind that Singapore offers, we believe family travellers can focus on what really matters – enjoying precious moments and building lasting memories together,” Voon added.

Australia – Investment management company Colonial First State (CFS) calls on Australians to take their superannuation or super off its fund management’s autopilot in the latest campaign produced with creative agency It’s Friday. 

According to research by CFS, the majority of Australians leave their super on autopilot, merely trusting that their funds will yield competitive returns and fees over time. 

CFS warns them of the possible consequences of insufficient involvement in the management of their super, such as average fund and average retirement, in its new campaign.

“Being on autopilot with your super is an easy trap to fall into. The industry has conditioned Aussies to set and forget. But paying high fees or enduring poor performance can have a major impact on your retirement savings. In fact, they might be shocked at just how average their recent performance has been,” Josh Grace, customer office group executive at Colonial First State, said.

“With this campaign, we want to get people off autopilot and realise that it’s easier than they think to defy average simply by switching to Colonial First State. It’s one reason why CFS customers have amongst the highest confidence and preparedness for retirement,” Grace added.

Vince Lagana, CCO at It’s Friday said “It’s eye-opening that so many Australians don’t know what their super is doing, or where it’s heading, but it shows just how common being on autopilot is. This powerful creative insight formed the basis of a simple and relatable message highlighting how Colonial First State gives Australians ways to switch off autopilot so they can easily take control of their super and avoid an average retirement.”

Philippines – Mobile payments service GCash has released a short film featuring the journey of Paralympic medalist Adeline “Adz” Dumapong, highlighting the financial challenges experienced by para-athletes in the Philippines. 

The film is the latest addition to GCash Stories, a digital series that tells the modern-day narratives of Filipinos with the aim of inspiring others.

Having experienced challenges in raising funds for her international competition, Dumapong finds solutions with the help of GCash, as reflected in the short film.

”Adz is a true inspiration. Her story is a powerful reminder of the potential in every individual, regardless of their abilities. We hope this film sparks a conversation about the need for inclusion and progress for all, especially the greater support needed for the community of persons with disabilities,” Neil Trinidad, chief marketing officer of GCash, said.

GCash continues to support persons with disability by signing a memorandum of understanding with the National Council for Disability Affairs to promote an inclusive workspace. It has also partnered with women-led organisation WOW LEAP in support of its programs. 

“We are proud to partner with organisations like the NCDA and WOW LEAP, Inc. to support the PWD community. Adz’s story embodies our mission of financial inclusion and is just the beginning. We are committed to working closely with the PWD sector to provide financial education and support, ensuring that everyone has equal opportunities to thrive,” Winsley Bangit, group head of New Businesses and Wealth Management at GCash, said.

Australia – Inherited Cancers Australia, an organisation formerly known as Pink Hope, has rebranded with a new campaign in partnership with advertising agency Cocogun to promote understanding and open discussions on the risk of hereditary cancer.

The campaign, which features photographs of high-risk community members taken by Nic Walker, aligns with the organisation’s advocacy to promote life-saving conversations on family health history and break the cycle of hereditary cancer.   

”We believe that knowledge is power. It’s important that the way our brand shows up in the world reflects the intelligence, autonomy and empathy running through our DNA, and that of the community we work with. Cocogun’s strategic and creative approach, and Nic’s photography, have perfectly captured this balance,” Sarah Powell, chief executive officer of Inherited Cancers Australia, said.

“At Cocogun, we believe creativity is the most powerful force in the world – and with the Inherited Cancers Australia team – we’re using it to help them achieve their mission of breaking the cycle of inherited cancer in Australian families. It has been an honour working with a team so knowledgeable and passionate about the generational impact of inherited cancer risk,” Kirsty Reynolds, business director and copywriter of Cocogun, said.

Chris Clausen, design director of Cocogun, added, “Inherited Cancers Australia’s curved lines and organic colours draws inspiration from nature, representing the ongoing journey people who live with an inherited cancer risk face throughout their lives. The colour palette was inspired by the community, who wanted colours more representative of the diversity of its members. The bright yellow combined with photography by Nic Walker contrasts vulnerability and strength within the community, to help ‘break the cycle’.”

Inherited Cancers Australia provides scientific and evidence-based information for those at risk of cancer, aiming for early diagnoses, risk reduction, and better treatment options.

Singapore – AirAsia, in collaboration with the Singapore Tourism Board (STB), Gardens by the Bay and Mandai Wildlife Group has unveiled the ‘Love, Singapore’ aircraft livery today. The launch comes as part of a joint campaign to promote inbound travel to Singapore from visitors in Malaysia, Thailand and Indonesia, riding on the year-end travel peak in the region.

This Airbus A320 aircraft livery features a special design showcasing Singapore’s iconic attractions, including Gardens by the Bay and Mandai Wildlife Group’s wildlife parks such as Singapore Zoo and Bird Paradise, alongside Merli, Singapore’s energetic and outgoing brand character inspired by the Merlion. 

Moreover, this livery aims to inspire regional travellers to rediscover the diverse and vibrant experiences that Singapore has to offer.

Terrence Voon, executive director for Southeast Asia of Singapore Tourism Board said, “We are delighted to partner AirAsia and our tourism stakeholders, to bring Singapore’s offerings to life in our regional skies. Our exciting lineup of events and experiences will give travellers plenty of reasons to visit or revisit Singapore this year, and we encourage them to take advantage of the great deals that will launch with the “Love, Singapore” aircraft livery to book their next holiday to Singapore.”

Meanwhile, Dato’ Captain Fareh Mazputra, managing director of AirAsia Malaysia, commented, “We are proud to partner with the Singapore Tourism Board, especially as we mark 20 years of operations in Singapore this year. Currently, we operate 454 flights weekly in and out of Singapore to Malaysia, Thailand and Indonesia. Amongst all, the Kuala Lumpur-Singapore route, being the world’s busiest, is vital for boosting tourism and this partnership is a perfect opportunity to leverage our extensive flight network to strengthen our ties between the neighbouring countries.”

Moreover, Addison Goh, senior director of business development at Gardens by the Bay said, “Gardens by the Bay is honoured to be featured in this collaboration between AirAsia and Singapore Tourism Board. As a horticultural show garden that was most recently voted the top attraction in Asia and eighth best attraction in the world in TripAdvisor’s 2024 Traveller’s Choice Awards, our chief mission is to spread our love for the plant world in new and creative ways to reach out to a broad audience beyond just nature lovers. There is so much that we have to offer visitors to Singapore, and we are excited to be able to share what we do with travellers from around the region.”

Lastly, Jean Choi, chief sales and marketing officer at Mandai Wildlife Group, stated, “We are excited to bring the magic of our wildlife parks to the skies, and in a truly unique way. With ever-evolving experiences from close animal encounters to seasonal events like Night Safari’s 30th Anniversary, there’s always something new to explore in our parks. As part of the “Love, Singapore” campaign, AirAsia customers booking flights to Singapore can enjoy a special promotion on park admissions or take advantage of our value-packed ParkHopper bundle where you can access four parks for the price of two. It’s a perfect time to visit Singapore and immerse in meaningful wildlife experiences.” 

Thailand – State-owned Thailand Post has released an online film in collaboration with advertising agency Grey Thailand in an effort to shift its vision from a postal service provider to an information logistics company able to undergo digital transformation. The film also expresses the company’s 141 years of operations as a competitive edge rather than a disadvantage amid the increasing need for technological efficiency. 

Inspired by a true story, the three-minute film titled ‘You’re My Destin(y)ation’ adopts a humanistic approach as it tells the story of a young man who found new opportunities to reconnect with his grandfather after receiving a parcel shipped from him. 

Charged with visual metaphors, the film also portrays Thailand Post’s growth and its new beginning through the miniature bonsai being taken care of by the young man. 

The campaign’s key visuals also show the company’s shift from using animated figures to realistic design, incorporating natural colours and elements aimed to invoke emotional ties with its viewers.

“For a complex topic, visual metaphors can be a powerful tool to help convey complicated ideas in a more relatable way. At the same time, key visuals can also be effective with minimalistic design to simplify human recognition in a too-much-information world,” Thanyaluck Pongacha, creative director of Grey Thailand, said.

Malaysia – Insurance company AIA Malaysia encourages Malaysians to reevaluate how they perceive “healthy” in a new campaign made in collaboration with Mediabrands Content Studio (MBCS).  

The AIA #RethinkHealthy campaign launched in July challenges the one-size-fits-all perspective when it comes to health, expressing that healthy choices may come in different forms for each person. 

Featuring four Malaysians of different backgrounds, the campaign focuses on their stories and how they represent physical, mental, financial, and environmental health.

Chee Foong Wai, chief marketing officer at AIA Malaysia said, “The Asian health crisis is real, and Malaysia is no exception. Despite increasing wealth, concerns over non-communicable diseases and mental health are on the rise, spurred by environmental and lifestyle factors – and yet, the idea of being healthy seems so inaccessible to many. #RethinkHealthy addresses this need by reframing the journey to health and wellness and making it more inclusive.”

She added, “We want people to approach health by committing to simple, everyday actions. By changing the way we view health, and understanding that everyone has their own unique journey – we are reframing the narrative around health to be more inclusive, holistic and accessible. We believe that through this campaign, we will engage many more Malaysians to live Healthier, Longer, Better Lives,” 

Meanwhile, Rudy La Faber, creative director at MBCS, commented, “Society still has a very specific image in mind when they think of ‘the picture of health’. While this is slowly changing for some, most people still feel that being healthy means having a slim physique or looking fit. However, this end-goal imagery can have us feeling that good health is unattainable, even when you’re actually putting in the work.”

Faber added, “In conceptualising this campaign, we asked ourselves what goes into this equation of being healthy and how we could inspire more Malaysians to get on board. We realised that more than anything, mindset and preconceptions were the biggest issues. There are many ways one can achieve better health; all we have to do is to #RethinkHealthy.”